From the course: Market Research: B2B

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Selecting the best methodologies for B2B market research

Selecting the best methodologies for B2B market research

From the course: Market Research: B2B

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Selecting the best methodologies for B2B market research

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- [Instructor] At this point in the planning process, you have defined your project's goals, you've conducted interviews with internal stakeholders, you now understand what everyone hopes to get out of the research. You are ready to choose the right methodologies for your project. Selecting the correct research methodology can determine the success of your project and the overall quality of your data. It is essential to get this right. First, you'll need to decide whether your study is most appropriate for qualitative research or quantitative research. Qualitative research is typically used to understand the mental model of your customers, the thoughts, the concepts, the experiences your audience goes through. Qualitative techniques might include interviews, focus groups, video surveys, or diary studies. They can also include usability testing if you're specifically wanting to understand the mental model when using a…

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