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Choosing Market Research Methods & Managing Expectations

Market Research Methods

As a market research agency, we are often approached by clients requesting a project involving specific market research methods, based on their own perceptions of what would work best for their needs. While these expectations can provide valuable insights into their objectives, they can also pose challenges when they become rigid, closing the door to alternative methodologies that may offer richer insights. In this article, we explore the importance of managing client expectations and the significance of having an open mind when it comes to selecting research methods.

A photo of five people sitting around a circular table, discussing market research methods

Client Expectations

At the onset of a research project, clients often come in with preconceived notions about which methods are most effective or suitable for their needs. These notions may stem from past experiences and previous research projects, or from industry norms. While these expectations can serve as valuable starting points, they can also limit the exploration of alternative approaches that may better suit the unique objectives of the project.

Challenges of Preconceived Notions

The challenge arises when clients are rigid in their expectations, unwilling to consider alternative methods that may deviate from their initial vision. While their intentions are often rooted in their own understanding of research methods and best practice, this rigidity can inadvertently lead the project down the wrong path, resulting in missed opportunities for deeper insights and more effective decision-making.

In some cases, clients may be hesitant to explore new methodologies due to concerns about validity, reliability, or feasibility. However, with guidance and education, organisations can gain confidence in alternative approaches and recognise their potential to unlock valuable insights.

Having an Open Mind

It's crucial for businesses to approach the research process with an open mind, recognising that sometimes, unexpected methods can yield the most useful results. For example, a client may initially believe that focus groups are the ideal method for gathering consumer feedback, only to discover that telephone surveys provide a more comprehensive understanding of consumer preferences. By being receptive to alternative methods, organisations can unlock the full potential of the research process and uncover insights that may have otherwise remained hidden.

The ability to adapt and innovate is essential for staying ahead of the curve in any business landscape. By embracing new methodologies and approaches, businesses can gain a competitive edge and drive meaningful change within their organisation.

Collaboration and Consultation

Successful research projects thrive on collaboration and consultation between clients and researchers. By fostering open communication and mutual understanding, both parties can work together to determine the most appropriate research methods that align with the project objectives and company goals. This collaborative approach not only enhances the quality of the research but also fosters a sense of partnership and shared ownership of the outcomes.

Through information gathering workshops and ongoing dialogue, organisations and researchers can identify innovative ways to address research objectives and overcome challenges. A deep understanding of a business’ industry, organisational goals, motivations, priorities, and market positioning can be gained through close communication, and can guide effective research design to ensure actionable outcomes and clear strategic recommendations moving forward.

A female researcher conducting a survey with a man in the street | Market Research Methods

Selecting Market Research Methods

When it comes to selecting research methods, researchers take into consideration a myriad of factors to ensure the most effective approach. These factors include:

  • Aims and objectives of the project;
  • Client resources and stakeholder requirements;
  • Target audience and the accessibility of participants;
  • Time and resources available;
  • The required level of detail and potential benefits of quantitative or qualitative data;
  • Ethical considerations and required level of confidentiality;
  • Scope and scale of the study, and the complexity of the topic;
  • Long-term and short-term insights.

By carefully considering these factors, researchers can tailor the research methodology to suit the specific needs of each project, maximising the potential for meaningful insights.

Methodological Diversity

Using a mixed method approach can sometimes help to ensure comprehensive and accurate research outcomes. By incorporating a combination of qualitative and quantitative methods, researchers can gain a multifaceted understanding of complex issues, enriching the depth and breadth of the findings. A holistic approach to research that incorporates diverse methodologies can benefit an organisation by capturing the full spectrum of consumer behaviours and attitudes.

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Learn more about how our mixed method approach enhanced Essex County Council's 'Talk Listed Cuddle' campaign here.

Adapting to Evolving Needs

Keeping an open mind to research methods is crucial not only for clients, but for researchers as well. Researchers must be prepared to adjust methods in response to changing circumstances, unexpected challenges, or new insights that emerge throughout the course of the project. This agility ensures that the research remains relevant and responsive to the dynamic needs of the market.

Conclusion

Managing client expectations and selecting the appropriate research methods are fundamental aspects of conducting successful market research. By fostering open-mindedness, collaboration, and methodological diversity, we can unlock the full potential of the research process, generating insights that inform strategic decision-making and drive future success. Embracing new methodologies and approaches can allow clients to gain a competitive edge and achieve meaningful outcomes that propel their organisations forward.

If you are looking to conduct a research project for your business or organisation, and would like to work with a research partner who can identify the best approach for your research needs, get in touch with us today at [email protected] or give us a call at 01206 625222. Alternatively, you can contact us through our form available here.

Jess Crago

Jess Crago

Research Executive

Jess has a Masters degree in Cybercrime Investigation, and a Bachelors in Sociology and Criminology. She loved the research and statistics aspects of her degrees and now enjoys experiencing the practical applications of research, alongside writing content and experimenting with new software. Her favourite part of research is finding meaningful answers hidden within data.

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