The Research Process

There is a lot that goes into each step of the process for a typical market research project. We work together with our clients to make the process efficient. We manage expectations, watch for what can go wrong or when the budget can be impacted. At the same time we try to make the process as smooth and enjoyable as possible. It doesn’t have to be boring.

In the journey towards gaining relevant insights, we work with you across 8 main areas related to research design, implementation, and delivery of results.

1
Define Research Objectives

Define Research Objectives

How the results will be used? What decision will be made based on the data?

2
Set Budgets

Set Budgets

How much are the key stakeholders willing to invest in the requested research? There is always a trade-off between research quality, deadline, and cost

3
Identify Target Audience

Identify Target Audience

Whom are you trying to reach and why? What qualifies someone to take part in the research? How can it be reached?

4
Develop the Analytical Plan

Develop the Analytical Plan

Based on the decisions that will be made, determine what type of data is needed and expected. Select analysis techniques that help you reach the research objectives

5
Select Data Collection Method

Select Data Collection Method

Objectives, sample, analytical plan & cost have the highest influence on which methods are used. If budget allows it, combine qualitative and quantitative methods

6
Implement

Implement

Depending on the data collection method: design surveys, discussion guides, get feedback, program surveys, rent facilities, set up online platforms,  recruit participants, procure sample. Test, Test, Test!

7
Collect Data

Collect Data

Do a soft launch, check preliminary data  to catch any issues. Moderate groups and interviews, adapt discussion guide as needed. Monitor fielding

8
Analyze & Report

Analyze & Report

Keep the key objectives in mind. Discuss preliminary results with key stakeholders, check if they make sense from a practical stand point. Focus on the story behind the data and how it supports recommendations. Don’t do a data dump. Focus on insights

Qualitative or Quantitative?

Relevant Insights focuses on primary market research, using a variety of quantitative and qualitative data collection and analysis techniques depending on the research objectives and target population. These factors also guide the selection of the most appropriate data collection method for a particular study, ranging from online surveys, phone interviews, mail surveys, focus groups, in-depth interviews, mystery shopping to ethnographic research, in English and Spanish.

Qualitative or Quantitative?

Qualitative Primary Research

It’s exploratory and is used when we don’t know what to expect, to define the problem or develop an approach to the problem. It’s also used to go deeper into issues of interest and explore nuances related to the problem at hand.

Use Qualitative Research To:

  • Develop an initial understanding of how customers perceive the product category
  • Look for a range of ideas and feelings about your products
  • Understand different perceptions about your products between groups and categories of people
  • Uncover underlying motivations and factors that influence the decision to buy your and your competitors’ products
  • Provide information needed to design a quantitative product testing
  • Explain findings from a quantitative product testing
  • Explore different creative solutions to position and advertise the product

Qualitative Data Collection Methods

  • Offline and Online Focus Groups
  • Bulleting Boards
  • Diaries, Video journals
  • Ethnography, immersion
  • In-depth interviews
  • Mobile qualitative
  • Social Media Monitoring
  • Research communities
Qualitative or Quantitative?

Quantitative Primary Research

It’s conclusive in its purpose as it tries to quantify the problem and understand how prevalent it is by looking for projectable results to a larger population.

Use Quantitative Research To:

  • Recommend a final course of action on which product version should be launched
  • Find whether there is consensus on product appeal, benefits and current or potential customers’ purchase intent
  • Project results to a larger population of customers you are targeting
  • Identify evidence regarding cause-and-effect relationships between different factors relevant to the product and purchase behavior
  • Test specific hypotheses about your products
  • Identify and size market segments
  • Describe characteristics of relevant customer segments

Quantitative Data Collection Methods

  • Surveys & polls (online, phone, mail, mobile)
  • Transaction data, sales data

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