high heel gaiters to prevent snow from getting inside;

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Combined marketing research is a mix of different methods. It is used when it is necessary to solve a complex problem.

For example, a running shoe manufacturer wants to launch a new model that is adapted for winter sports. In the first stage, the marketing department conducts a series of 10 in-depth interviews with professional athletes and finds out what is important to them. As a result, the company receives the following hypotheses:

frost-resistant sole that bends well even at low temperatures;
a protector that prevents sneakers from slipping;
denser upper material to protect from the cold;
protects lacing from moisture;
The main material of sneakers is a membrane in which the feet “breathe”.
Making all these changes to the product at once is time-consuming and expensive. In addition, the manager is not yet sure that all these qualities are needed by the target audience .

Therefore, in the second stage of marketing research, the company conducted a venezuela phone number list quantitative survey among 500 athletes and found out which of these characteristics are critically important for consumers and which are optional.


Ideas for a new product are generated by qualitative research, and confirmed by quantitative research.
Marketing research methods
Let's look at the main methods used to conduct marketing research.

Focus groups
This is a type of qualitative research that is a moderated discussion among several representatives of the target audience . Six to ten participants are invited to the group. They share their opinions on the topic of marketing research with the moderator.

This research method allows you to find out and summarize the opinions of potential buyers about a product or service, understand their attitude towards the brand, clarify desires and needs, test hypotheses, advertising or product prototypes.
Company representatives, such as a marketer and a manager, can observe the discussion through a special glass: on one side it has a mirror surface. This way, the group members will not know about the presence of other people and therefore will be able to behave naturally.

The focus group is conducted by a specially trained person - a moderator. He asks the participants pre-prepared questions and directs the discussion in the right direction. In the process of work, you can use additional materials, for example, show the design of the future product and discuss it.