The other four market research method options are as follows:
Focus Groups
These are a more complex method of market research because they involve getting a group of people together for several hours and led by a moderator who uses a scripted series of questions or leads a discussion. Focus groups are usually videotaped or observed from a one-way mirror. The results from this method are weighted heavily on the subjective opinions of the group as a whole and can require several groups to get balanced results for your study.
Personal Interviews
Similar to surveys but less structured and involve more open-ended responses that are usually recorded. This method is excellent if you are looking for an attitude- or emotionally-driven response that may give you more insight into the topic you are researching.
Observation
This method is best summed up by what the sample ‘isn’t saying.’ Body language rarely lies. To be effective, observation has to be recorded so you can judge people’s reactions to things as they happen.
Field Trials
These are mainly reserved for businesses that offer products which are merchandized to test their sales potential. You may notice field trials in action at your supermarket when you see a promotional standee in the aisle, accompanied by a company representative. This is an excellent way to test the current success of a product and in turn allow you to make modifications to it should your feedback justify it.
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