Everything you should know about market research 

Market research explained simply: definition, data collection, data analysis, methods, tips & examples

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Specialist article on the topic of market research

Market research

Market research is a sub-discipline of Economic and social research. It can be defined as the systematic collection, preparation, analysis and evaluation of data and information about markets, customers, products and competition. Companies make important decisions based on the knowledge gained according to scientific standards through surveys, observations and measurements or the analysis of existing data sources. The goals are to recognize and perceive future market decisions, to improve opportunity-risk management, to identify market developments early and continuously, to determine future strategies based on data and facts, to carry out strengths and weaknesses analyses, and ultimately - against the background of the growing Meaning of customer centricity – understanding the customer comprehensively and deeply and aligning the organization and products according to their needs and ideas. In summary, it can be said that market research consists of the two primary areas of data generation and analysis, which ultimately provide forecasts.

Obtaining data for market research

There are countless methods for obtaining data as part of market research. The respective use of the methods depends on the objectives that you want to achieve through market research. There are very complex testing procedures, for example in the area of ​​product development for product, usability or packaging tests, in which test subjects usually have to be present. But there are also very simple data collection methods, which include survey research, at least from today's technological point of view. In the course of this article, we will take a closer look at the methods for generating and obtaining data as part of market research. We will also cover the topic of agile market research further down in this specialist article, i.e. the quick and flexible implementation of market research projects to obtain and analyse data.

Why is market research of enormous importance?

As markets become increasingly competitive, it is particularly important for companies to know and understand the preferences of their consumers and to identify and analyse the relevant target markets. Market research can also be used to achieve a high level of customer satisfaction, reduce customer churn and develop business. Market research provides valuable information about markets, customers and your own products. Market research is the success factor in determining what customers want and what they expect, so-called “customer insights”.

And this knowledge is the basis for designing products or services that actually meet the needs of customers and can therefore survive in the relevant target markets. By understanding customer needs and knowledge of target markets, companies can also forecast their production and sales and plan accordingly. Market research also provides valuable data on all market participants, including the competition. And if you know your competitors, you can react accordingly to their product and market strategies.

Market research and beta testing


What methods, types and forms of market research are there?

There are a variety of different types and forms of market research, some of which we would like to introduce to you below. In general, the objective determines the type and form that is used.

Methods

Primary market research

Primary market research means that market researchers collect data directly and for the first time on a specific question. The nature of primary research is that this type of market research is “targeted,” data collection and analysis is conducted around a specific topic or problem, and the entire focus is on obtaining answers.

One of the most important advantages of primary market research is that the data collected comes “first-hand” from customers or non-customers and is collected precisely along the lines of the question. In addition, primary market research can be tailored to the individual requirements and needs of organizations or companies that do not rely on the existence of existing data. Additionally, primary market research provides the opportunity to control the way data is collected and used.

Secondary market research

Secondary market research, also called "desk research", is a research method in which already existing data is used for the purposes of one's own market research. This data is gathered from third party sources, such as existing research material, theses or websites. There are also companies that specialise in collecting data for secondary market research and making it available for a fee. Secondary research can be cheaper than primary research because it uses existing data. However, the research effort, the effort in collecting and collating the data should not be underestimated, because these must ultimately be related to each other in a meaningful way.

By type of measurement and analysis

Quantitative market research

Quantitative market research is defined as the systematic collection and analysis of quantifiable data for the purpose of gaining insights into a clearly defined question. In quantitative research, standardised information (data) is collected, the results of which are presented in the form of numbers, i.e. can be "quantified". Quantitative market research involves larger samples (respondents, survey participants) because more people mean more data. And more data means more accurate results. Quantitative market research is carried out with the help of standardised questionnaires with predominantly closed questions in which the answer options are already predetermined.

Quantitative market research with QuestionPro

Qualitative market research

Qualitative market research, in contrast to quantitative market research, is a research method based on open questions (conversation), in which data is collected with the help of dialogue methods. Respondents are asked questions without an answer, which means that the answers collected are essentially unquantifiable. However, new semantic text and language analyses based on artificial intelligence make it possible to classify, categorise and connote qualitative answers. We will discuss this later in this text. Qualitative market research is essentially based on methods such as focus groups, in-depth interviews, lifestyle immersion, in-home videos, diaries, observation, recording of forum and community contributions or projective techniques.Qualitative market research with QuestionPro

According to data collection forms

In addition to forms of survey with an interviewer, e.g. B. Paper & Pencil interviews, computer-assisted personal / telephone interviews (CAPI or CATI), QuestionPro's technology focuses primarily on forms of survey without an interviewer.

Online market research

Online market research refers to market research with the help of online media, i.e. the internet, and not, as is often mistakenly assumed, research into the internet itself, even though this can of course also be the case. In online market research, the Internet thus serves as a "tool" for research. The advantages of online market research lie primarily in the cost efficiency of conducting it and in the almost universal availability of mobile devices in western industrialised countries. In the latter example, i.e. when mobile end devices are used in the context of market studies, this is generally referred to as mobile market research. Probably the best-known form of online market research is the classic online survey using online questionnaires. But online market research goes far beyond the classic online survey. For example, focus group discussions are now conducted online. The collection of qualitative and quantitative data with the help of a research community is also part of online market research.

Mobile market research

Mobile market research basically means the collection of data via mobile devices for the purpose of gaining knowledge in the context of consumer and market research. In addition to the classic data collection method via mobile questionnaires (online questionnaires), there are other possibilities and methods of mobile market research, such as mobile diary studies, ultra-short surveys that can be answered with just a tap of the finger. And the popular, so-called "in-the-moment survey", a form of survey that is used directly after the purchase or consumption experience. Here, customers answer in the immediate impression of the event via smartphone with the help of a survey app.

Market research quality criteria

Market research must meet criteria that are very closely linked to scientific methods:

objectivity Independence of results from data collection, evaluation and interpretation from the person carrying out the data.
Reliability Exclusion or absence of random errors in research design.
validity Validity of the results found, i.e. conceptual correctness.
representativeness Generalizability of results from a sample to the population with a certain level of confidence.

What are the phases and processes of market research?

Definition: What does "market research mix" mean?

The term marketing research mix is still quite young and first found explicit public mention in the early-mid 2000s. In his publication "Marketing Research: tools and techniques", the author Nigel Bradley, a lecturer in marketing at Westminster University in London, describes the main sequential phases of practical market research and summarises them as a guide to action under four P keywords: Purpose, Population, Procedure, Publication. In German-language literature, the term market research mix has not yet really caught on. For you, we summarise the meaning of the four P keywords in the context of market research, because the market research mix basically describes the complete process of market research.

Purpose or: the goal

Those of you with a business background will have noticed immediately that the representation principle of the four P keywords of the market research mix is ​​closely based on the principle of the four P keywords of the marketing mix. Admittedly, it seems a bit contrived. First of all, everyone asks themselves this question about the aim of a survey and not about the purpose, which is the actual meaning of the English term purpose. But let's not dwell on quibbles. It is therefore important to have a clear objective for your market research, i.e. a clear interest in knowledge.

Especially in small and medium-sized companies, it is not uncommon for questions to be asked “in the dark” during customer satisfaction analyses. And in the end there is hardly any usable data for meaningful action. Or, out of departmental policy interests, the questions are formulated in such a way that in the end all customers seem satisfied. There is that too. Therefore: before you get started, be clear about what exactly you want to find out with your market research project. QuestionPro's full service market research consulting partners are available to provide you with advice and support at any time.

QuestionPro market research & full service

Population or: the target group

Of course, it is not only important WHAT you want to find out, but also WHO you want to find out from. The term population therefore does not mean the entire world population, but those people who can really help you answer your questions: the target group of your survey. If you are more familiar with the topic of market research or research in general, you might think: well, that goes without saying. In theory, this is true. In practice, however, it is often the case that the topic of target groups is neglected in market research projects. In particular, online surveys that are very easy to set up tempt many companies to scatter the link to the questionnaire around the world and simply let everyone answer.

Procedure or: methods of implementation

Market research itself has countless market research instruments and market research methods at its disposal, as well as countless possible combinations. Primary and secondary data collection, qualitative and quantitative methods. In addition, there are questions according to time and period, online or offline, personal or anonymous. No matter which way you go, which method you use: QuestionPro technologically maps your market research 1:1. Our platform for conducting market research provides you with tools for both quantitative and qualitative data collection. From a simple, one-off survey to the management of a complex market research community, QuestionPro offers you a wide range of options. Ultimately, your demands should not fail due to a lack of technological infrastructure!

Publication or: analysis and presentation

By publication, the author Nigel Bradley means "making available" and presenting the results of a market research study. After the survey, i.e. the data collection, the first step is the editing and coding of the raw data material, which ultimately forms the basis for the visualisation of the findings. And this can be quite tedious under certain circumstances and not infrequently leads to frustration because the preferred graphical representation is not possible or several different tools are needed for data preparation, visualisation and reporting. This is not infrequently tedious and costs time and nerves. Fortunately, this is different with QuestionPro. The system combines all analysis and presentation options on a single platform. And the best thing is: reports and analyses can be compiled and exported in any form at the click of a mouse.

What are the methods of data collection, data acquisition and data mining in market research?

The task of market research is to gain information by collecting data. This data can be collected and analysed in a variety of ways and methods and ultimately serves as a basis for the management of companies to make market-oriented decisions. Nowadays, data is mainly collected via the internet. The globally popular software for market research, QuestionPro, which is used in more than 100 countries, has been in use worldwide for a good 15 years. It offers companies from the field of market research or companies that conduct market research themselves a variety of possibilities for collecting and analysing data within the framework of online market research, mobile market research and offline data collection, which we would like to present to you here in a selection of examples.

The personal survey (face-2-face, in-depth interviews)

Here, an interviewer asks a respondent questions in a face-to-face dialogue. In the past, this method of interviewing still required pen and paper to write down the answers. Nowadays, interviewers enter the answers directly into mobile devices, i.e. laptops, smartphones or tablet PCs. Face-to-face interviews in the context of market research often take place in pedestrian zones, in shopping malls or at events. QuestionPro provides its customers with a mobile app for this purpose, with which data can also be collected without an internet connection, i.e. offline.

Information about the mobile app

The telephone survey

Telephone interviewing is no longer used quite as often as it was a few years ago as a method of interviewing in market research. One of the biggest advantages of collecting data this way is the cost saving, because travel expenses for the interviewers are eliminated. In addition, the effort is less. When interviewing by telephone, one simply clicks on a dialer button, which automatically dials a number and connects the interviewer with his or her interviewee. During the telephone call, the answers are simply entered manually into an input mask set up for the survey within the market research software. QuestionPro offers a smart solution for this as well.

Information about telephone surveys.

Paper and pencil surveys

Due to new technological developments in the field of computer-assisted questioning, so-called paper & pencil surveys are only very rarely used as a method of data collection in market research today, in contrast to the collection of data in the field of medicine, for example, although this method is also on the decline here. Even though there are possibilities for automated collection of paper questionnaires using scanners, companies in the field of market research prefer to go the direct route of entering data directly into the PC or mobile devices. Nevertheless, thanks to the open interface concept of the QuestionPro market research software, it is also possible to capture data read out by scanner.

Paper & Pencil data collection

Feedback terminals

With feedback terminals, you gain important data for your market research virtually "in passing" at the point of interest. Feedback terminals have the great advantage that they provide direct and unfiltered feedback, for example at the hotel reception, in a restaurant, on the train, in a supermarket or in the arrival terminal of an airport - in other words, everywhere where quick and immediate feedback is desired.

Information about the feedback terminal

Survey research: online surveys and mobile surveys

Today, online surveys and mobile surveys are among the classic methods of data collection in the context of market research. Online questionnaires can be created quickly and easily and shared via email or social networks. Since online questionnaires adapt to the respective end devices used by the survey participants, they are just as convenient, quick and easy to complete. The market research software QuestionPro is one of the most used applications in the field of survey research online surveys and mobile surveys worldwide.

Panel studies, panel surveys

An online panel is a group of people who agree to take part in market research studies and online surveys. These people register in a specially designed portal and receive regular invitations to participate in studies or online surveys. Initiators of so-called panel surveys, i.e. surveys of people within an online panel, select survey participants according to certain criteria, such as: age, gender, place of residence, income, preferred leisure activity and many more. Online panel members provide this data when registering.

For participating in studies or surveys as part of online market research and to increase motivation, online panel members usually receive so-called incentives, i.e. rewards. These can be vouchers that are redeemed at online retailers or, for example, access to certain, protected information. Product samples are also quite popular. In the end, a classic win-win situation: initiators of panel surveys receive valuable data as part of their online market research, and members of the online panel receive corresponding benefits in return. The latter often causes criticism: Due to the “remuneration” of study participants, the scientific validity of online-based studies is questioned. Tactical or arbitrary completion of questionnaires are the most important points of criticism. However, as a provider of online panels, QuestionPro offers technological mechanisms based on a sophisticated response tracking system that enable the identification of unfair responses. QuestionPro refunds 100% of so-called “bad responses”.

Panel studies and panel surveys with QuestionPro

Obtaining data via a market research online community (MROC)

A market research online community, also research community or customer or feedback community and usually referred to in technical language as a market research online community, is an open or closed group of community members and offers operators the opportunity to communicate directly Customers and thus at the same time the acquisition of data for the purposes of online market research. Within the Market Research Online Community, operators can place online surveys, chat with members or conduct focus group discussions virtually.

Professional communities like QuestionPro also offer advanced features, such as an idea board or a social listening function. These are a blessing for operators of online market research communities! All data obtained through community features can be found in a central database. This data can be evaluated using a real-time analysis dashboard, allowing community operators to gain valuable qualitative and quantitative market insights. QuestionPro's Market Research Online Community can be used quickly as it only takes a short time to set up. Community management takes place via an intuitive and easy-to-use user interface.

Market research community from QuestionPro

Market research community from QuestionPro


Top benefits of online communities

Focus groups

The focus group discussion is a method of quantitative market research. A focus group is a moderated group discussion consisting of about 6-10 participants who in turn discuss a specific, clearly defined topic. Focus group discussions are used for qualitative data collection and are mainly used in product and advertising conception as well as in trend research. Within the framework of the QuestionPro Market Research Online Community, which we have already introduced to you above, such focus group discussions can be reproduced completely virtually.

Information about focus groups

Observations or "shop-alongs"

Observations or "shop-alongs" are increasingly used as a research method in qualitative market research. This method allows market researchers to remotely observe consumers reacting to a product or buying experience.

Lifestyle immersion

Lifestyle immersion roughly means "insight into private life": it is a newer method of conducting qualitative market research and means the participation of market researchers in people's social or family lives. This helps to get feedback from people when they are in a known and familiar environment.

Projective techniques

In market research, projective techniques are usually carried out in 1:1 conversational situations by trained interviewers who are supposed to uncover hidden thoughts of the interviewees through skilful conversation or by presenting objects.

Multivariate methods

In the previous paragraph we showed you a selection of basic methods with which market researchers can record and collect data. Below these methods you will find a variety of specific testing procedures (testings) for data collection, a selection of which we would like to present to you here.

Conjoint Analysis

Conjoint analysis, short for CONsidered JOINTly, is a method within market research for determining the influence of individual characteristics of a product or service on the overall benefit. In conjoint analysis, also known as conjoint measurement, the participants in the study are presented with different product features in various combinations for evaluation, whereby it is not individual product features that are evaluated, but always the totality of the features presented, which are ultimately intended to represent the product as a whole.

Information about conjoint analysis

TURF

TURF analysis (Total Unduplicated Reach and Frequency Analysis) helps analyse estimates of media or market potential and develop optimal communication and placement strategies. TURF was originally developed for the analysis of media campaigns and has been extended to also perform product, line and distribution analyses.

Information about TURF analysis.

Maximum difference scaling

Maximum Difference Scaling (MaxDiff, Best/Worst Scaling) is a preference measurement method that enables market researchers to identify the "best" of many alternatives. In this process, the test persons are shown pairs of items from a defined number of terms/images/things (items), from which they are to select the preferred one in each case.

Information about Maximum Difference Scaling.

Market research method Max Diff analysis example


Example of the evaluation of a Max Diff analysis within the analysis dashboard of the market research platform QuestionPro


Semantic differential

With the help of the semantic differential, also known as the impression differential and developed at the end of the 1950s by the US psychologist Charles Egerton Osgood, market researchers determine attitudes or feelings about certain topics, things or circumstances. In this process, test persons are presented with opposing pairs of adjectives for a certain term, for example "wind energy", such as expensive-cheap, clean-unclean, efficient-inefficient, on a usually 5-point scale with a neutral point. The test persons then have to decide on a characteristic. This method is very good for comparing the properties of different products with each other.

Semantic differential

Card sorting

Card sorting is an interactive question type in which respondents or survey participants have to sort items (terms or pictures) hierarchically into different areas. Card sorting can also be carried out easily on mobile devices and is therefore a very popular question type in mobile market research.

Card sorting test procedure

Card sorting in the analysis dashboard of the market research platform QuestionPro

Image 1: Card sorting on a smartphone including evaluation
Figure 2: Display of the results of card sorting in the form of bars and raw data.


Product Testing

Product testing, also consumer testing or comparative testing, is a collective term in market research for procedures for measuring the properties or performance of products. Product tests can be carried out by the manufacturer itself, an independent laboratory, market research or testing institutes (such as Stiftung Warentest) or even by authorities. In comparative product tests, several products and their properties or properties are tested and compared under identical test conditions.

A product test can be very simple, for example when it involves consumers testing the benefits or usability of web applications. However, a product test can also be very complex and, with the help of engineers, machines developed specifically for a product test can be subjected to various tests, for example with regard to material durability, wear or safety. Companies carry out product tests for several reasons, for example because they want to find out whether the product is popular with consumers, whether it is ready for the market or because there are legal regulations for this. A product test can also be carried out for quality assurance reasons.

van Westendorp Price Sensitivity Meter (pricing)

The van Westendorp method is used in market research to determine the optimal price for a product or service. Test persons are asked how expensive a product should be at most so that a purchase is considered. However, subjects are also asked when a product is perceived as too cheap, so that they would not buy it because it would be perceived as "cheap".

Information about the van Westendorp Price Sensitivity Meter.

van Westendorp Price Sensitivity Market Research

Van Westendorp Price Sensitivity Meter - very popular in market research. Here you can see an evaluation as it is displayed within the evaluation module of the market research platform QuestionPro.


Gabor Granger method (price determination)

The Gabor Granger pricing method is a method of market research to determine an acceptable price that respondents can pay for a particular product, brand or service. In this approach, respondents are presented with a randomly selected price from a given price list and asked about their willingness to buy the product or service at that price. Assuming the respondent is willing to buy the product at that price, the product is shown again, but this time with a higher price from the given price list. If the respondent is not willing to buy the product at the primary price shown, the product is shown again with a lower price from the given list. This pattern is repeated several times until the highest price a respondent is willing to pay is determined.

Gabor Granger method.

GAP analyses

Gap analysis is a method that helps you measure the difference between expected performance and actual performance. A 'gap' refers to the difference between the current state and its desired state. QuestionPro includes a GAP analysis tool that allows you to generate gap analyses at the touch of a button.

Correlation analysis

Correlation analysis in research is a statistical method for measuring the strength of the linear relationship between two variables and calculating their correlation. Simply put - correlation analysis calculates the degree of change in one variable due to the change in the other. A high correlation indicates a strong relationship between the two variables, while a low correlation means that the variables are weakly related.

Hot-spot and heat-map image testing

The market research platform QuestionPro offers a feature that allows you to show respondents an image with some predefined sections or areas in the image, so that they can rate these specific sections or areas in the image positively or negatively.

Information about image testing

Heatmap image testing evaluation

Example of a heat map evaluation (image testing) within the analysis dashboard of the market research platform QuestionPro


Text analysis: sentiment analysis & semantic text analysis

Text analysis (also known as text mining or content analysis) is a technique that computers use to intelligently and efficiently extract valuable information from human speech or written texts. Within market research, this method is used to compile and analyse qualitative and disorganised data in a structured form. Sentiment analysis goes a step further and also refers to the use of natural language processing, text analysis, and computational linguistics to systematically identify, decode, extract, quantify affective states and personality traits from open free-text responses, such as reviews, comments in social networks, community forums or rating portals. Artificial intelligence-based semantic text analysis can even be used to create psychograms and predict behaviour.

Information about text analysis .

Sentiment analysis and semantic text analysis

Example of a text analysis (sentiment analysis) within the analysis dashboard of the market research platform QuestionPro


SWOT analysis

SWOT analysis, acronym for Strengths, Weaknesses, Opportunities and Threats, is an effective method of analysis in market research, usually used to evaluate a company's performance in the market and is used to develop effective business strategies.

Further test procedures

You can find an overview of other test procedures used within market research on our market research product page.

Market Research Platform

Data analysis and reporting

At the end of the market research process is the analysis of the data obtained and the preparation of the report on the basis of which company managers make decisions. Data analysis within market research is the systematic structuring, evaluation and assessment of collected data according to scientific standards. Due to the complexity of statistical methods and procedures of data analysis, it is not possible to go into depth in this blog article. Therefore, we will limit ourselves to the possibilities of evaluation that are available to you with the market research platform QuestionPro.

Market research analysis dashboard

Example of a freely configured dashboard within the market research platform QuestionPro


Preparation for data analysis

Before data can be analysed at all, it must be subjected to a quality check. The QuestionPro platform for market research offers an integrated and automated data quality check. The system recognises, for example:

  • if questionnaires were filled out twice
  • there is a certain pattern of completion (patterned responses), which indicates a lack of seriousness in completing the questionnaire
  • if questionnaires were incompletely filled in
  • One-word answers to open-ended free-text questions
  • too high a speed in filling in the questionnaire, which deviates far from the average

Market research analysis dashboard

The QuestionPro market research platform has an integrated analysis dashboard, which presents the evaluations of the data obtained from market research projects in a clear and graphically appealing way.

Market research analysis dashboard


The market research dashboard contains a multitude of evaluation and analysis options, which can be called up virtually at the touch of a button. Perform trend analyses, GAP analyses, correlation analyses. Use cross tables, data segmentation, heat map, cluster and text analyses.

Automatically generated crosstab within the market research platform QuestionPro

Example of a crosstab within the analysis dashboard of the market research platform QuestionPro


Real-time analysis

Real-time analyses are "state of the art" today, meaning: you can see to the minute how the result of your market research project is developing during data collection, and thus you always have trends and tendencies in view and do not have to wait until the end of a project to see the first results.

Custom charts

With the QuestionPro market research platform, you are in control of what you want to have evaluated, how and in what graphic form. No matter whether bars, pie charts, lines or radars. You can decide for yourself which chart type you want to use for your data analysis.

Image analysis, text analysis and word clouds

Text and image analyses are particularly important for qualitative market research, product tests and concept tests. Within the integrated analysis module, QuestionPro offers you a wide range of options for analyzing qualitative data, for example in the form of word clouds (tag clouds) or based on AI-based and semantic text analyses, which can also be used to analyse opinions, needs, emotions, motivations and personality traits , email correspondence, comments, free text answers and forums. Image analyses such as heat map image testing and click tracking are also important analysis tools for quantitative market research.

Text analysis, free text analysis in market research

Example of a text analysis


Drop-out analyses

Drop-out analyses are very important when it comes to finding out why the feedback in your market research projects tends to be low and this is due to a high drop-out rate. Why and where do your respondents leave the online questionnaire. To find out, you can fall back on a drop-out analysis with the market research platform QuestionPro!

Drop-out analysis

Reporting & data export

The market research platform QuestionPro creates reports fully automatically at the push of a button in many different formats. The report contains the corresponding evaluations for all questions. For example, if you choose the report export in PPT format, you can annotate the corresponding data and graphics for your presentation. You can export data in the formats CSV, EXCEL, SPSS.

Market research report

Reporting and data export at the touch of a button


Agile market research with QuestionPro

What does agile market research mean? An explanatory approach:

The term agile is defined as "showing great agility", "agile" and "nimble". So when we talk about "agile market research", it means that rigid market research processes and workflows are eliminated and made more flexible. Since the methodology of market research is based on scientific principles, these cannot, of course, be "flexibilised" in themselves. Agile market research therefore rather means a faster, more nimble and flexible set-up of market research projects adapted to the wishes of the client or to one's own wishes through the use of modern, innovative technologies. It is therefore about speed, flexibility and automation of processes within market research, whereby automation in particular should be designed flexibly and can now also be designed flexibly.

Agile market research means "efficient and effective", not "fast and cheap".

Of course, speed plays a not insignificant role within agile market research. After all, agile market research breaks up old market research processes, and the development of new technologies and methodologies always includes the idea of making processes faster. And this is often achieved simply because of increasingly innovative technologies and also because of the possibility of connecting systems with each other and systems and people more easily and quickly and using resources more effectively.

Example of agile market research

Let's take a simple example: How long did it take to conduct a panel study in the past? If you come from the field of market research, then you certainly have an idea about this. Nowadays there are "dedicated lines" to panels, so that a panel study can be carried out ad hoc, in the shortest possible time and with the same quality. The sample selection is done conveniently via panel software. Here, with just a few clicks, the requirements for the panel participants to be selected are defined (age, gender, profession, educational qualification, marital status, etc.), the questionnaire for the study is fed into the online panel and the results are available the following day. Artificial intelligence recognises bad responses, i.e. feedback that cannot be used. And with one click, the evaluation is called up within an analysis dashboard, the presentation for the management or the client is automatically created. That is agile market research.

"We used QuestionPro to conduct a market survey for our mosquito patch MOSKINTO and were amazed at how quickly we were able to reach the defined case number of 1000 via the QuestionPro Online Panel. The questionnaire design is simple and the data analysis very clear. QuestionPro's customer service is excellent."

Agile market research and technology

Selbstverständlich hat agile Marktforschung nicht ausnahmslos etwas mit Technologie zu tun sondern auch mit Prozessen und selbstverständlich mit den Menschen, die agile Marktforschungs-Projekte und Prozesse steuern. Aber seien wir ehrlich: Die Technologie macht agile Marktforschungsprozesse erst realisierbar. Unabhängig davon, ob es sich um qualitative oder quantitative Marktforschung handelt: Ohne eine benutzerfreundliche, schnelle und effiziente Software oder Web-Plattform, mit der Sie Marktforschungs-Projekte quasi vollständig automatisiert durchführen, Daten einfach analysieren und Berichte und Dokumentationen automatisch erstellen können, ist agile Marktforschung definitiv nicht möglich.

QuestionPro makes market research agile

The market research platform QuestionPro is one of the technologies that enable agile market research. For almost two decades, the software has been developed as a web-based platform (SaaS) precisely in line with the high demands and wishes of market researchers for whom the topic of agile market research is at the centre of their thoughts and actions. Automated processes, high user experience, intuitive user interface, artificial intelligence, open interface concept for the connection of third-party systems, analyses and reporting "at the touch of a button" and integrated panel management ensure that you can set up market research processes quickly and carry them out efficiently AND effectively. Be it in-house or as a market research provider for your clients.

Which features and functions of QuestionPro enable agile market research?

Agile market research, as already described, is not exclusively defined by the topic of technology, but can certainly be broken down to functions and features. The market research platform QuestionPro offers a variety of functions and features that support agile market research. Here we outline some of these features and functions for you.

  • Intuitive interface

    QuestionPro is very easy to learn, as the user interface is designed intuitively, simply and clearly and complies with the latest UX standards. There is no need for long training periods; new users can work productively with QuestionPro in a very short time.

  • Predefined question sets

    QuestionPro contains question sets explicitly developed for market research that do not require any additional programming. You simply select the question sets with a mouse click and add them to your questionnaire. Each question set contains its own evaluations tailored to the question sets, which can be adapted within the analysis dashboard with just a few mouse clicks, such as weighting, statistical methods or graphs. Thanks to the predefined question sets, you can set up market research studies quickly and easily so that you can respond to requests from specialist departments or clients in the shortest possible time!

  • Copy questions, question blocks and entire surveys

    Sie können mit QuestionPro sowohl einzelne Fragen kopieren und in einen anderen Fragebogen einfügen als auch Frageblöcke und ganze Umfragen kopieren. Somit erstellen Sie nicht bloß einen neuen Fragebogen ohne großen Aufwand, etwa wenn Sie ein Marktforschungs-Projekt wiederholen oder neu aufsetzen möchten. Auch sämtliche spezifische Einstellungen auf Frage- und Auswertungs-Ebene werden komplett übernommen, etwa die Item-Bezeichnungen oder aber die ausgewählten Graphen und hinterlegten statistischen Modelle.

  • Import market research projects from third-party systems

    Of course, you can't just copy questions and surveys from within QuestionPro. QuestionPro offers you the possibility to integrate surveys and market research studies from other systems if you want to switch to QuestionPro from another market research platform, such as SurveyMonkey or Qualtrics. This means you don't have to redesign your projects from scratch.

  • Data Quality Check

    We have already explained this feature in more detail above in the section on analysing and evaluating market research studies. QuestionPro has algorithms that recognise so-called bad responses. This saves you the manual data check, which is not insignificant for agile market research, because manual data checks can be very time-consuming, especially with larger samples!

  • Automatic reporting

    With the QuestionPro market research platform, you can create reports for your market research fully automatically and have them sent to selected recipients by the system according to a schedule. You can configure how these reports should look beforehand.

  • Easiest layout adjustment to your own CI

    With QuestionPro, you can fully customise questionnaires as well as evaluations and reports to your own layout wishes and needs using the integrated CSS editor. The questionnaire preview shows you exactly the layout result for all screens, i.e. desktop, tablet PC and smartphone. You have complete control over the look and feel.

  • Definition of processes

    You can also initiate workflows and processes with QuestionPro and set triggers, such as what should happen when a certain event occurs, for example alerts (warnings) for bad survey results or for certain response behaviour on the part of survey participants.

  • Automatic sending of questionnaires

    The sending of questionnaires, for example via e-mail, can also be controlled fully automatically with the market research platform QuestionPro via a serial mail function and take place according to a schedule. If questionnaires remain unfilled, you can define whether and when a follow-up email should be sent.

  • Logic and plausibility

    The market research platform QuestionPro offers you the possibility of using sophisticated branching logics, for example for question branching in surveys or even across surveys (survey chaining), without having to programme them. You simply select branching routines with the help of a branching editor and thus easily define intelligent logics that considerably simplify the completion of a questionnaire. Plausibility checks and data pre-filling also facilitate the completion of the questionnaire, which ultimately provides more feedback and faster results.

  • Integrations and extensions for agile market research

    QuestionPro has "Ready-to-Use" integrations that allow you to extend the functionality of the market research platform with a click of the mouse without having to programme cumbersome interfaces.
    QuestionPro integrations for agile market research


Agile market research: BMW relies on QuestionPro

"The flexible and responsive project management particularly meets our requirements for the short-term nature and speed of market research studies. The quality and proactivity of the project support as well as the speed in the implementation of the reporting meet the highest demands."


Case Study: Agile market research at BMW

For BMW, QuestionPro is the market research platform for conducting agile market research studies. We have written a case study for you that shows you how the company conducts agile market research with QuestionPro technology and services.

BMW case study

Case Study: Quantitative market research at HelloFresh

With the support of technologies and services from QuestionPro, the company HELLO FRESH regularly carries out quantitative online surveys as part of market research in order to develop a deep understanding of consumers and customers and to successfully design NPD and EPD.

HelloFresh case study

Excursus: Agile market research for small businesses and start-ups

In the previous paragraph, we talked about agile market research. Agile market research also gives companies with limited financial resources the opportunity to conduct market research. Especially if you consider the aspect of do-it-yourself market research. But especially small companies or start-ups often neglect market research because it is often costly and time-consuming. But is this really the case? Market research is a very important, even necessary undertaking so that companies can get to know their markets and customers, opportunities and risks and thus grow. But many companies often put off conducting market research activities due to budget constraints or even don't do it at all, thinking that there are more pressing areas to invest in than market research, which is a big mistake.

Market research is often neglected

The number of company start-ups in Germany has fallen sharply. According to statista, there were more than 2001 million start-ups per year between 2003 and 1.4. In 2015 there were only around 760.000. Almost half of all entrepreneurs fail after just six years. The top reasons: Financial difficulties and lack of marketing. And this also includes a lack of knowledge about the competition, a lack of customer communication and a lack of product strategy. This makes it all the more important for start-up companies to conduct market research! But who doesn't know this: Especially at the beginning of a business, the focus is on immediately value-adding actions. What is happening around you and whether the target group feels addressed by the new offers and communication measures is often not taken into account.

FREE E-BOOK:
Conduct market research as self-service

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Three reasons why market research is of enormous importance for start-ups

Knowledge of the market, the competition and the target group

Although it is essential for start-ups to know their own target group and target market, too little market research is done in this segment. And a lack of knowledge about the competition makes it difficult to successfully position one's own products on the market. Companies can only operate successfully on the market in the long term if those responsible really know what the target group expects and how it behaves, what the competition offers and at what conditions, what my prospects' and customers' needs are and how I can address them specifically in this regard and draw their attention to my products and services.

Feedback von Kunden und Interessenten zur Verbesserung des Produkt- und Informationsangebots

Who - if not my customers - can tell me whether I am really right with what I am doing. Customer surveys are therefore enormously important within market research, right from the start! Feedback on the functions, the quality, the materials used, the price is important information regarding the further development of my products. You should give every customer the opportunity to leave feedback, and always do so where customers encounter your products, services and brands, for example in the context of touchpoint analyses. Ideally, you can even use positive feedback as a real marketing tool. But feedback is not only important after the purchase. You can also gather important feedback from your prospects before they make a purchase decision, such as whether your information offering is sufficient and appealing, for example in the form of online intercept surveys.

Online Intercept survey

Increase your turnover through better market knowledge
and use modern survey technologies for agile market research as a self-service

The point at which all your entrepreneurial activities ultimately culminate: Turnover! Market research helps you to increase your turnover in real terms! Because if you communicate precisely and develop your products precisely, this will inevitably have a positive effect on your profit. And to ensure that your profits are as high as possible, market research should not be too high an investment. QuestionPro offers you sophisticated, professional tools for agile market research as a self-service at fair prices!

1:1 live online presentation:
Market research platform QuestionPro for innovative and agile market research.

We would be happy to show you in an individual and personal 1:1 live online presentation how you can use the market research platform QuestionPro to carry out market research projects in an agile, secure, performant, powerful, cost-efficient, quick and easy way. The market research platform QuestionPro includes all the tools you need for online and offline data collection as well as data analysis for agile market research. Arrange an individual appointment.


Try software for market research and experience management now for 10 days free of charge!

Do you have any questions about the content of this blog? Simply contact us via contact form. We look forward to a dialogue with you! You too can test QuestionPro for 10 days free of charge and without risk in depth!

Test the agile market research and experience management platform for qualitative and quantitative data collection and data analysis from QuestionPro for 10 days free of charge

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FURTHER KEYWORDS

agile market research | Market research full service | Market research community | Market research software


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