Types of market research studies: which one does your brand need?
In an increasingly competitive and changing environment, understanding the consumer is no longer an advantage—it's a necessity. Market research studies are the essential tool for understanding behaviors, identifying opportunities, and making decisions based on real data. But did you know that not all studies are the same?
In this article, we explain the main types of market research, their applications, and how they can help you obtain valuable insights for your business.
1. Quantitative studies: when numbers speak
Quantitative studies are based on the collection of numerical and statistical data. They are used to measure behaviors, preferences, or attitudes on a large scale.
Common applications:
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Customer satisfaction measurement (NPS)
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Segmentation studies
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Brand tracking
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Advertising campaign evaluation
At Netquest, these studies are supported by certified online panels and techniques such as quick surveys, specialized sampling, and longitudinal analysis through digital diaries.
2. Qualitative studies: exploring the "why"
While quantitative studies answer "how much," qualitative studies delve into the "why." They focus on understanding motivations, perceptions, and emotions.
Common techniques:
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In-depth interviews
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Focus groups
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Online discussion communities
Thanks to platforms like Bilendi Discuss, Netquest enables the creation of digital dialogue spaces where consumers share experiences authentically and spontaneously.
3. Observational studies: unfiltered behavior
One of the most relevant trends in market research is the use of observational data: what consumers do, beyond what they say. With technologies like Netrica, it's possible to capture real digital behaviors, including web browsing, app usage, and geolocation.
Ideal for:
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Digital audience measurement
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Customer journey tracking
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Advertising effectiveness studies
These studies combine big data with artificial intelligence to offer a more complete view of the consumer.
4. Hybrid studies: the best of both worlds
In many cases, the most effective approach is to combine different methods. Hybrid studies integrate quantitative, qualitative, and observational data to offer a 360° view of the consumer.
For example, you can start with mass surveys, then qualitatively explore certain segments, and validate behaviors with observational data.
What type of study does your brand need?
The choice of study type depends on your objectives. Do you want to measure? Explore? Observe? At Netquest, we help you design the research strategy that best suits your needs, combining over 23 years of experience with cutting-edge technology and high-quality panels.
Discover how to make better decisions with smarter market research studies.
