In today’s competitive world, understanding your customers and the market is not optional — it’s essential. That’s where market research comes in. At Global Survey, we help businesses like yours make smarter decisions using qualitative and quantitative research methods.
But what does that mean? Let’s break it down.
What is Market Research?
Market research is the process of collecting and analyzing information about your target audience, competitors, and industry trends. It answers questions like:
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What do customers want?
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Why do they prefer one brand over another?
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How likely are they to buy your product?
There are two main types of market research:
1. Qualitative Research (Qual)
This is about understanding the "why" behind people’s opinions, emotions, and behaviors.
Think of it as having a deep conversation with your customers.
Common methods:
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Focus groups
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In-depth interviews
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Online communities
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Ethnographic research (watching how people use a product in real life)
When to use it:
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Launching a new product
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Testing new ideas
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Rebranding or refining your messaging
Example:
If you’re a snack company launching a new flavor, qualitative research helps you find out why customers like or dislike it, and how they talk about it.
2. Quantitative Research (Quant)
This is about measuring the "what" using data and numbers. It helps you make decisions based on facts.
Common methods:
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Online surveys
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Mobile surveys
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Telephone interviews
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Polls
When to use it:
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Validating ideas with large groups
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Understanding buying habits
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Measuring customer satisfaction or brand awareness
Example:
You send a survey to 1,000 people to find out what percentage prefer your brand over others, and what features matter most to them.
Why Use Both Qual & Quant?
Great insights come from combining both:
Together, they help you reduce risk, save money, and increase ROI.
How Global Survey Can Help
At Global Survey, we provide end-to-end support for your market research needs:
- Custom-built surveys
Tailored to your target audience and business goals.
- Global reach
We conduct research in over 50 countries.
- Panel access
We tap into a large pool of respondents from various industries and demographics.
- Expert moderation & data analysis
Our research specialists help extract meaning from both words and numbers.
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Fast turnaround
Insights when you need them — without cutting corners.
Get Started Today
Want to better understand your customers and grow your brand? Let’s build your research strategy together.
Contact Global Survey for a free consultation.
May 14, 2025