Content for Market research

Basics of market research - principles, methods and approaches for students and non-researchers as part of our commitment to sharing knowledge.

Market research into likes and dislikes or simple attitudes and preferences is easy to carry out. However, areas involving prices or modelling, or that blend data sources, or more complex statistics still require expertise.

Conjoint analysis is a highly regarded market research technique to quantify drivers behind the choices that customers make when faced with different product, service and pricing options. Used to understand purchase decisions and to calculate price sensitivity, conjoint analysis allows products and services to be optimized by building models and forecasts based on what customers value.

Sharing knowledge and understanding is core to good research practice. Listed below are our main focus areas for market research, but our approach to market research and marketing insight is holistic, bringing in data from multiple sources, and using multiple research techniques in order to model and solve the business problem.