Commission focused market research
Research should make a decision easier. First define what you need to learn. The method and participant count follow from that objective; a long questionnaire is not automatically good research.
The research question defines the assignment
Testing demand, understanding customer departures and assessing a brand are different assignments. Identify the offer, audience and pending decision. A clear description is enough for your first enquiry; you need not know which research method to choose.
Interviews, a survey or existing data?
Interviews explore motivations and customer language. A standardised survey can examine frequencies and differences. Existing market or sales data may provide a starting point. Methods can be combined, but each extra collection stage should answer a defined question.
| Approach | Clarify before commissioning |
|---|---|
| Interviews | Whom will we interview, and which decision will it inform? |
| Survey | Which population and subgroups must be covered? |
| Data analysis | Which data are available and relevant to the question and period? |
The right participants, not just many answers
Ask how participants are recruited and selected. A large open online survey is not automatically representative. The population, recruitment, composition and potential biases matter. Comparing language regions or customer groups requires a suitable design.
Full study or a limited assignment
A quote may include design, recruitment, collection and analysis, or only part of the work. For your own survey, clarify testing, programming and data cleaning. State whether a questionnaire or usable dataset already exists.
Compare costs against the research scope
Costs depend particularly on hard-to-recruit audiences, collection length, languages and analysis. Participant numbers should be justified by the research question. Compare the same scope and itemise additional recruitment or repeat waves.
| Item | What to specify |
|---|---|
| Recruitment | Audience, selection and any participant incentives |
| Collection | Method, languages, duration and quality checks |
| Analysis | Report, tables, presentation and agreed data delivery |
Plan quality before collection
Questions should be clear and neutral. A small pilot can uncover misunderstandings. Agree how implausible answers, duplicates and incomplete records are handled. Clarify who needs personal information, how it is protected and when it is deleted.
Use results with their limitations
The report should explain the audience, method, collection period and limitations. Small subgroups should not imply the same precision as the overall study. Stated purchase intention is not an actual sale. Distinguish findings, interpretation and recommendations.
Frequently asked questions
Must I choose a method?
No. Describe your question and the researcher can propose a method.
How many participants are needed?
It depends on the audience, method and desired comparisons. One minimum does not suit every study.
Can existing data be analysed?
Yes. State the type and volume; suitability and lawful use should be checked first.
Is an online survey representative?
Not automatically. Recruitment and composition must suit the target population; size alone is insufficient.
Can research cover several languages?
Yes. Include translation, checking and language-region analysis in the scope.
Are recommendations included?
If agreed. Specify whether delivery includes data, an interpreted report or a decision workshop.
