Choosing a research method

Choosing a research method means deciding how to collect primary market research so the results are fit for your purpose. The best method is not always the most detailed one; it is the one that gives useful evidence within your limits.

Start with the information needed. If you need to know how many customers would pay £5 for a product, you need a method that collects numbers from enough people. If you need to understand why customers prefer one design, a method that allows longer answers is more useful.

Budget and time limit what you can do. A large focus group may need a venue, a facilitator and prizes to attract people, so it costs more and takes longer to organise than a short online questionnaire sent to known customers. With a small budget and a tight deadline, choose a method you can actually complete.

Decide whether you need current data, collected now, or detailed data. Checking present behaviour, such as how shoppers move around a market stall, may need observation now. Understanding the reasons behind a choice needs detailed answers, which can take longer to collect and analyse.

Finally, match the method to quantitative or qualitative evidence. Numbers are easier to compare and count; opinions help explain feelings and ideas. A mixed approach can work: a questionnaire with closed and open questions gives counts plus reasons.

For example, a teenager planning a weekend craft workshop for 11 to 14 year olds has £40 and two weeks. A short questionnaire to 40 local pupils can quickly show how many would attend and which activities they want. A focus group would give deeper ideas, but the venue and time may not fit the budget.