What types of market research are there?
The three main types of market research are: qualitative research (in-depth, few respondents), quantitative research (broad scope, many respondents), and mixed methods (a combination of both). In addition, we distinguish between primary research (collecting data ourselves) and secondary research (using existing data).
Qualitative research: depth
Qualitative research answers the question "why?". Methods include in-depth interviews, focus groups, ethnographic research, and online qualitative communities. It provides rich, detailed insights but with a small group of respondents (typically 10–50). Validators offers StoryFlow™ AI as an innovative qualitative method: AI-driven interviews that combine qualitative depth with quantitative scale (hundreds of respondents).
Quantitative research: scope and statistics
Quantitative research answers the questions "how much?" and "how often?". Methods include: online surveys, telephone surveys, mystery shopping, and conjoint analysis. Its strength lies in statistical reliability achieved through large sample sizes (150+ respondents). Validators combines quantitative research with neuromarketing techniques (EmotionFlow, EyeCoding, PAT) to provide more objective measurements that go beyond self-reporting.
Primary vs. secondary research
You conduct primary research yourself to answer a specific question: it’s more expensive but always relevant. Secondary research draws on existing sources (CBS, GfK, industry reports): it’s cheaper but less specific. Most research projects at Validators combine both approaches: we start with available market data and supplement it with primary research tailored to the client’s specific needs.
Frequently Asked Questions
Which research method is best for me?
That depends on your research question. Do you want to understand why people do something? → Qualitative. Do you want to measure how many people do something? → Quantitative. Validators always recommends the most efficient combination for your specific research question.
What are the three types of research?
The three types are: (1) qualitative research, (2) quantitative research, and (3) mixed-methods research, which combines both.
What are the 10 most important market research methods?
The 10 most commonly used methods are: online surveys, in-depth interviews, focus groups, observation, experiments/A/B testing, eye tracking, facial coding, brand tracking, conjoint analysis, and media mix modeling.
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