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5 Types of Market Research and How to Improve Them

According to The Business Research Company, the global market research services market rose from $69.6 billion in 2016 to $76.37 billion in 2021. With a compound annual growth rate (CAGR) of 1.87 per cent. Market research analysts earn a median annual wage of $68,230, with job growth projected at 13% from 2020 to 2030.

Market research helps you improve your product development, pricing, distribution, and promotion. Companies with accurate forecasts are 10% more likely to boost yearly revenue.

We anticipate stronger growth in the market research industry. The market is projected to reach $108.57 billion by 2026 at a CAGR of 7.29 per cent.

Market research data is carried out using industry reports, government statistics, and customer feedback. There are several types of market research and we discuss five of them in this article.

market research

Primary Market Research

This is the process of collecting data directly from the source—your customers, potential customers, and industry experts. It’s the bedrock of any solid market research strategy because it provides first-hand insights. You see consumer preferences, behaviors, and perceptions straight from the horse’s mouth.

Methods of Primary Market Research

When it comes to primary market research, there’s no shortage of methods to choose from. Let’s talk about some of the methods you should consider:


These are a popular choice. 57% of market research is carried out using this method. They allow you  to gather quantitative data from a large sample of respondents.

Keep them concise and focused to maximize completion rates.


These ones offer a more qualitative approach. They provide in-depth insights through one-on-one conversations with your audience.

Create a welcoming and open environment to encourage honest and insightful responses.

Focus Groups

These are used 40% of the time. Focus groups bring together a diverse group of participants to discuss and debate specific topics. They offer valuable insights into group dynamics and consensus opinions.

Ensure all participants have an opportunity to contribute their perspectives.


These involve directly observing consumer behavior in real-world settings. At a mall where your products are sold or in online chatrooms. They provide you with a rich contextual understanding of your market.

Always remain objective and attentive to capture accurate and meaningful data.


Secondary Market Research

While primary research provides first-hand insights, secondary research adds depth and context by drawing on existing data. It is a valuable supplement that offers a broader perspective and helps to validate primary research findings.

Methods of Secondary Market Research

The world of secondary market research is vast, with a plethora of sources waiting to be explored. These include:

  • Industry reports,
  • Government publications, and
  • Academic studies.

Always ensure to carefully select and prioritize sources based on their credibility, relevance, and timeliness. Leverage advanced search techniques and databases to streamline the process. Critically evaluate multiple sources to help you mitigate biases and present a well-rounded perspective.

Qualitative Market Research

This research is all about the human experience. They uncover the attitudes, behaviors, and motivations of your consumer decision-making.

Unlike quantitative research, qualitative research seeks to understand the “why” behind consumer actions.

Quantitative Market Research

Unlike qualitative research, quantitative research aims to quantify the “what” and “how much” through numerical data and statistical analysis.

Statistical analysis encompasses a range of techniques. These include regression analysis and factor analysis. It analyzes and interprets numerical data to uncover patterns, relationships, and trends.

Carefully design survey instruments to ensure clarity, consistency, and validity. Pilot testing and pre-testing helps you identify and address any potential biases before data collection begins. Employ random sampling techniques and ensure adequate sample sizes to improve the representativeness of research findings.

Online Market Research

Online market research has revolutionized the way businesses gather insights about their target audience and market trends. You can now leverage the power of the internet and digital tools to reach a wider audience.

Collect data in real-time and access a wealth of information quickly and cost-effectively. From small startups to multinational corporations, all sizes benefit from the versatility and accessibility of online market research methods.

Online surveys are a popular tool for collecting feedback and opinions from a large sample of respondents. They provide valuable insights into customer preferences, satisfaction levels, and purchasing behaviors.

Social media monitoring involves tracking and analyzing conversations, mentions, and interactions on social media platforms. They help you understand consumer sentiment, brand perception, and emerging trends.

Web analytics tools allow businesses to track and analyze website traffic, user behavior, and engagement metrics. This comes in handy in optimizing their online presence and digital marketing efforts.


Market research is fundamental for small businesses to understand their target market. They help you identify opportunities and make informed decisions.

However, small businesses often face challenges like limited budgets, resources, and expertise. You need to tailor market research strategies to suit the specific needs of your business. This includes prioritizing key objectives, focusing on cost-effective methods, and leveraging available resources efficiently.

In all we have said, it’s quite obvious that Market Research remains a cornerstone of success. Allow your brand to breathe in new air. Embrace the continuous improvement that comes with well-executed research. It’s the best way to ensure that your business stays ahead of the competition.

Let’s help you understand your customers better. Let’s be your guide to making informed decisions that drive growth and innovation. It doesn’t matter if you’re just starting out or have been in this industry for decades. Investing in your market research is an investment in your future success.

Ready to take your market research to the next level? Visit Researchers.me to connect with experienced market research professionals. We are always here to help you gather valuable insights, analyze data effectively, and make informed decisions to propel your business forward.

Take that right step today!

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