Types of Market Research
Market research helps organizations understand customers, evaluate products, test messaging, and make informed strategic decisions.
There are many different types of market research, but most fall into two broad categories: qualitative research and quantitative research.
Each approach answers different types of questions and provides different types of insight.
Qualitative Market Research
Qualitative research explores customer motivations, experiences, and decision-making in depth.
Rather than focusing on statistical measurement, qualitative research helps organizations understand why customers think or behave a certain way.
Common qualitative research methods include:
Customer Interviews
In-depth interviews allow researchers to explore how customers make decisions, what challenges they face, and how they perceive different products or brands.
Focus Groups
Focus groups bring small groups of participants together to discuss experiences, perceptions, and reactions to concepts or messaging.
Video Diary Studies
Participants record short videos over time documenting their real-world experiences with a product or service.
Usability Testing & UX Research
Usability testing & UX research evaluates how easily users can navigate a website, product, or digital platform.
Quantitative Market Research
Quantitative research measures patterns and trends using structured surveys and statistical analysis.
This type of research allows organizations to understand how common certain attitudes or behaviors are across a broader population.
Common quantitative research methods include:
Surveys
Surveys collect structured feedback from large groups of respondents, allowing organizations to measure customer preferences, satisfaction, and behavior.
Audience Segmentation Research
Segmentation studies identify groups of customers with similar needs, attitudes, or behaviors.
Organizations use segmentation to tailor products, messaging, and marketing strategies.
Brand Tracking
Brand tracking research measures brand awareness, perception, and competitive positioning over time
Pricing Research
Pricing research helps organizations understand willingness to pay and how customers evaluate pricing options.
Methods often include:
Van Westendorp price sensitivity meter
Gabor-Granger pricing studies
Conjoint analysis
Product Research
Product research helps teams evaluate new product ideas, features, or packaging before launching them.
Organizations often use both qualitative and quantitative methods to understand:
which concepts resonate with customers
which features drive purchase decisions
how a product compares to competitors
UX Research
UX research focuses on improving digital experiences.
It helps organizations understand how users interact with websites, apps, and software platforms.
UX research often includes:
usability testing
user interviews
journey mapping
behavioral analysis
When Organizations Conduct Market Research
Organizations conduct market research at many stages of the business lifecycle, including:
evaluating new product ideas
testing messaging and positioning
understanding customer needs
improving digital experiences
monitoring brand perception
Research helps reduce uncertainty and provides evidence that supports strategic decisions.
Working with a Market Research Firm
Many organizations partner with a market research firm when they need expertise designing studies, recruiting participants, analyzing results, and translating insights into business recommendations.
Bixa Research conducts qualitative and quantitative research programs for organizations across industries.
About Bixa Research
Bixa Research is a Washington DC–based market research firm headquartered in Alexandria, Virginia. The firm conducts qualitative and quantitative research including customer interviews, surveys, segmentation studies, UX research, and brand tracking for organizations across the United States and internationally.