When conducting brand research for your business, the choice of the right way to collect data varies, and the decisions you make early in the process can have a ripple effect down the line.In order to choose the data collection method that is right for your business, you must first answer a few important questions:1) Which perspective should we target?Targeting the right target audience is important if you want actionable results from your brand research effort. For example, if you intend to expand your business in a certain market, you might want to consider the customer population that fits the mold
you are looking for.2) What is the population size of this audience persona?The size of your target population plays a determining role in the instrument used to collect the data.3) Am I looking for quality or quantity?This is where the duality of research in employee email list the professional services industry lies. In-depth interviews can yield in-depth and quality information from a relatively small and targeted audience. On the other hand, the amount of respondent data generated from online surveys
can yield statistically significant results.After determining the population you want to sample, the next key decision is how to collect the data. Let's look at the pros and cons of using an online survey instrument versus in-depth interviews (IDI) when considering conducting primary brand research.In-depth interviews (IDI)What are the benefits?The ability to survey respondents. A talented interviewer will get more in-depth information than someone could volunteer for an online survey. This advantage is especially useful when dealing with a smaller sample size or segment whose opinion is critical in determining the direction your brand should take.Frank conversation. If a third party conducts interviews, interviewees will feel more comfortable expressing their true feelings and opinions about your business.