Market research methods

The RMC activities’ diversity conditions the wide spectrum of methods and means for information gathering. Each project is featured by unique characteristics and specific tasks. Hence, the methods to be used are always selected individually and are adjusted to provide the most efficient result with regard to the set tasks and optimized costs.

In case the quantitative estimation of the researched market is required the quantitative information collection methods are used. They include:

  • Interviews – face-to-face (home, sidewalk, vendor, exhibition, etc., at the place of potential respondents’ concentration, at a respondents’ workplaces) and telephone;
  • Questionnaires for self-filling (mailed, Internet-placed, directly delivered);
  • Monitoring and observation – for instance, Retail Audit (retail monitoring), etc.

In case the information on the customer psychological motivation or extensive expert opinion is required, the qualitative information collection methods are used. They include focus groups and in-depth/expert interviews.

For certain tasks the necessity in getting quantitative estimates is linked to the necessity of testing a product’s organoleptic and/or other consumption features, as well as of assessment of other visual and sonic means, like advertising posters, modules, clips, etc. The information collection methods combining the quantitative and qualitative methods’ characteristics are used for this purpose: hall-tests, home-tests, etc.

The said information collection methods are normally supported by the desk research surveys that include analysis of diverse sources of secondary information.