Understand reasons and experience
In-depth interviews examine situations, needs, alternatives and product use. They explain decision mechanisms rather than measure market prevalence.
PRACTICAL GUIDE
How to choose a research method
Start with the decision and the kind of evidence you need.
01
From question to method
Explore an idea or concept
Focus groups reveal reactions, language and arguments. Group dynamics are part of the method; responses are not independent survey observations or a sales forecast.
Measure and compare
Surveys estimate answer distributions and compare groups within their design. Wider generalisation requires appropriate sampling and coverage.
Observe behaviour
Observation, shop-alongs and diaries examine actions in context. Stated habits and actual actions may differ, so compare sources where useful.
02
When to combine methods
Explore, then test
Interviews can inform hypotheses and questionnaire wording; a survey can examine distributions. This sequence is useful in some projects, not a universal requirement.
Do not choose by sample size alone
More responses do not fix the wrong question or missing audiences. Check methodological fit and participant access first.
LOOYS / RESEARCH