It is any activity aimed at understanding the behavior of consumers in a certain market.
Market research is series of actions of the systematic collection of data, about a particular target market,
competitors, customers, market trends, etc. The aim of market research is to obtain an in-depth understanding
of the particular subject. Market Research always involves some configuration of data collection - either
Secondary Research (sometimes called desk, document or investigative research) or direct from the consumer -
Market Research is either quantitative, qualitative, or a combination of both. Qualitative and quantitative market
Types of qualitative market research methodologies
Market Research Paired Depths
The same as a depth interview but there are two respondents. Particularly useful when ideas need to be
'bounced off' one another.
Triads - Conducted with three respondents.
Market Research Mini-Groups - Contains 4-5 respondents.
Group Discussions or Focus Groups.
Normally contain 8+ respondents. With groups you benefit from the interaction between the different personalities.
Ethnography - Research involving observation of and interactions with the people being studied in their
own environment, (usually their home) often for a long period of time. (Several Hours)
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