A Guide to the 6 Types of Market Research and How to Use Them

Market research is essential for any business, big or small. It helps you understand your target market, identifies your competition, and determines the feasibility of your business idea. But with so many different types of market research, it can be hard to know where to start.

In this post, we’ll introduce you to the six main market research types and give you a brief overview of each type and when it’s most useful. We’ll also share some tips on how to use each type of research to help you make informed decisions about your business.

Market research is a way to gain insight into your customers, products, competitors, and other areas. Market research can be used for several purposes such as:

  • To improve the quality of your products or services.
  • To gain new insights into your customers or markets.

What Is Market Research?

Market research is a process that helps companies understand their customers and the market in which they operate. Through market research, companies can gain an understanding of the needs and wants of their customers, as well as assess the feasibility of introducing new products or services to the market.

Market research is a critical component of any business marketing strategy, and it should be employed before any new product or service is launched into the market.

Market research is a way to gain insight into your customers and make informed decisions based on that research. 

The purpose of market research is to develop a solid understanding of what people want, need, and expect from you. It helps you make more informed decisions about products, pricing, distribution channels, and how best to meet those needs.

In short, it is used to understand the behavior of consumers, identify their needs and wants, and predict future trends. 

Importance of Market Research

Market research is an essential part of any business. It helps you understand what your customers want, need, and will pay for – all information that can be used to make informed decisions about your business.

Market research helps you understand how well your product or service fits into the market. For example: if there is a gap between what consumers think they need and what they need – this will help guide future product development efforts toward meeting consumers’ needs as effectively as possible.

The market research also helps you understand what your competition is doing, and how well their products or services are selling. This will allow you to make informed decisions about how to position your product in the marketplace, and how much to charge for it.

Market research can be done in-house or outsourced to a company like Quirks and many others. These companies have the expertise and experience to guide you through each step of the process. 

There are several reasons why companies choose to outsource the research process. The main reason is that they don’t have the time or resources to do it themselves. They may not have enough staff members to dedicate their full attention to the project and still meet their other business goals.

They can help you identify the right market research questions, conduct in-depth interviews, and write custom reports.

The Different Types of Market Research

Each type of research has its specific purpose, and it’s important to understand which type is most relevant to your needs. For example, product analysis is important to understand how your product or service helps people. On the other hand, research on customer satisfaction can help you identify problems with your product or service and address them.

Most businesses use market research. It’s a way to gather information about your customers and their needs, wants, and behaviors. 

Market research is the process of collecting and analyzing data about a particular market or industry. There are different types of market research. Here are the 6 most common types of market research: competitive analysis, benchmarking, online surveys, qualitative research, experimental research, and data mining.

Each type of research serves a specific purpose, and together they provide a comprehensive overview of the target market.

Competitive Analysis

Competitive analysis is a good way to understand your competition. By understanding what they are doing well and where they have been successful in the past, you can use this information to help guide your product development.

The competitive analysis involves gathering information about competitors to understand how they are doing and what makes them different from other companies in their industry. This can include interviews with key stakeholders including CEOs or founders, as well as research into customer behavior through surveys or focus groups.


Benchmarking is the process of measuring and comparing your business to others in the same industry. A benchmark can be an internal or external product, service, strategy, or company that you want to compare with yours.

It’s a great way for you to identify best practices and areas for improvement in your business by looking at how other companies operate in similar markets. You can use benchmarks from different industries and external sources like Google Trends or social media analytics tools like Sprout Social (these are not affiliate links).

Online Survey Research

Online surveys are a great way to get feedback from your customers. They allow you to reach a large number of people, who can easily respond and provide valuable insights into their needs. Online surveys are easy to set up and can be done quickly.

Online surveys can be conducted in any way that you like, but there are six main types:

  •   Web-based surveys
  •   Mobile phone surveys
  •   An online chat room (also known as an instant messaging or IM service)
  •   Customer service software

Qualitative Research

Qualitative research is a form of market research that relies on in-depth interviews, observation, and other non-numerical techniques. It is used to gather data about the thoughts, feelings, and opinions of consumers.

Qualitative research can be used to determine the effectiveness of a product or service by understanding how customers feel about it. For example, if you want to know whether your new movie theater has been successful at attracting customers before they buy tickets for an upcoming showing of Star Wars: The Last Jedi (which opens on December 15th), you might conduct an in-depth study with your target audience i.e., people who want to see what all the hype about this movie was about. This will help you to find out if they were satisfied with their experience thus far in trying out different locations around town or online platforms like Amazon Prime Video where available options vary based upon availability at each location versus availability within particular regions such as California vs Florida where one would expect higher demand due to proximity issues caused by climate differences between these two states’ geography .

Experimental Research

You can also test your product or service on a small group of people, and then compare the results to those from another group. This is called experimental research because it uses an experiment to get answers. An experiment is a way of testing something by manipulating one variable at a time until you reach your goal—in this case, finding out which marketing strategy works best for your business.

With experimental research, you’re not just running tests for fun; there are real benefits for businesses that use this type of market research.

Data Mining

Data mining is extracting information from large data sets and transforming it into a form that is more useful for decision-making. Data mining can be used in many different fields, including marketing and business intelligence to gain insight into customer behavior or sales trends over time.

Data mining tools can be used by business analysts or data scientists with no prior experience in statistics or machine learning; however, not just any tool must do this task! A good fit must-have features such as:

  •   High-level abstraction layer so users don’t need detailed knowledge about how specific algorithms work;
  •   Support for multiple languages (e..g., Python) so that developers working across teams don’t have access only through one language.


While market research can initially seem daunting, it’s a valuable tool that can help you make informed decisions about your business. By understanding the different types of market research and how to use them, you can get a better picture of your target audience and what they want.

Market research is an essential part of any business, whether you’re just starting or you’ve been around for a while. The more information you have about your customers, the better equipped you’ll be to serve them. So what are you waiting for? Start doing your research!

We hope this article has answered some of your questions about market research. Market research is a powerful tool that can be used in many different ways to increase customer satisfaction and loyalty, but it’s important to understand the different types of market research so that you can choose which one fits your needs best.

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