What is Market Research?
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 - fieldwork.
Market Research is either quantitative, qualitative, or a combination of both. Qualitative and quantitative market
Types of qualitative market research methodologies
Market Research Depth Interviews
A respondent is interviewed based on various themes and topics (can be conducted either face to face or via
Market Research Paired Depths
Group Discussions or Focus Groups
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. (Hours)