Syndicated market research is pre-built, commercially available research sold to multiple buyers simultaneously. Instead of commissioning a bespoke study, you purchase access to data that a research provider has already gathered, standardised, and packaged for sale across an industry. It is faster and cheaper than primary research, and for many strategic questions, it is entirely…
IDI market research, short for in-depth interviews, is a qualitative research method where a researcher conducts one-on-one conversations with individual participants to explore attitudes, motivations, and decision-making in depth. Unlike surveys or focus groups, IDIs give you unfiltered access to how a single person actually thinks, without the social dynamics that distort group settings. The…
CLT market research, or central location testing, is a method where participants are brought to a controlled venue to evaluate products, packaging, advertising, or concepts under conditions the researcher can manage. It sits between the artificial precision of online surveys and the messy unpredictability of in-home testing, giving you observed behaviour rather than recalled behaviour….
Proxies for market research are indirect data sources that stand in for direct measurement when primary research is unavailable, too slow, or too expensive. Instead of surveying your target market directly, you read signals from adjacent behaviours, observable outputs, and publicly available data to infer what you cannot measure outright. The technique is older than…
A leading question nudges respondents toward a particular answer through framing or assumption. A loaded question embeds a premise that the respondent hasn’t agreed to, forcing them to accept something false just to answer. Both are forms of research contamination, and both are far more common in professional market research than most marketers want to…
Market research mistakes rarely announce themselves. They get baked into briefs, presented in decks, and used to justify budgets, and by the time anyone questions the underlying data, the campaign is already live. The damage is structural: bad research does not just produce wrong answers, it produces confident wrong answers. Most of the mistakes I…
Account based intelligence is the practice of building deep, structured knowledge about specific target accounts rather than broad market segments. Instead of understanding what a typical buyer looks like, you understand what this buyer, at this company, is dealing with right now. The distinction matters more than most B2B marketing teams acknowledge. Market research tells…
Outsourcing market research makes commercial sense when the capability you need doesn’t exist in-house, when speed matters more than building institutional knowledge, or when an external perspective will be more credible than an internal one. It rarely makes sense as a cost-cutting move, because cheap research produces cheap decisions. The question isn’t whether to outsource….
B2C market research is the process of gathering and analysing information about consumer behaviour, preferences, motivations, and purchasing patterns to inform brand, product, and marketing decisions. Done well, it closes the gap between what a business assumes about its customers and what those customers actually do. The problem is that most consumer brands are not…
Researching whether a new product will sell means testing demand before you commit budget to development, production, or launch. The goal is not to eliminate risk, it is to reduce the cost of being wrong. Done well, product validation research tells you whether real people will pay real money for what you are proposing, and…
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