Market research isn’t just about collecting data - it’s about uncovering the stories behind your consumers. Done well, it helps you see who they are, why they act the way they do, and how to make smarter, more confident decisions. The tricky part? There are endless ways to approach it. So, which methods actually fit your business?
In this guide, we’ll walk you through the main market research approaches, so you can cut through the noise and focus on the ones that will get you closer to your goals.
Every successful business starts with knowing its audience. Research helps you figure out who your customers are, test ideas before investing heavily, and make decisions based on facts rather than assumptions. Whether you’re launching a new product or entering a new market, solid research reduces risk and keeps you in tune with shifting consumer expectations.
Different market research methods serve different goals. Here’s an overview of the main ones, and when to use them.
Quantitative methods focus on measurable data that can reveal patterns and validate decisions.
Use quantitative research when you need statistically reliable data, for example, measuring awareness of a new campaign across thousands of respondents.
Qualitative research digs into the why. Instead of charts and percentages, you get stories, emotions, and context.
This type of research works well when you’re exploring new ideas or want to understand the reasoning behind consumer behavior, like why customers prefer one brand voice over another.
Unlike one-off studies, syndicated research is continuous. Think of it as a regularly refreshed snapshot of consumer behavior, allowing you to track shifts over time. It’s especially useful for spotting long-term trends or keeping an eye on competitor landscapes.
Social listening tools capture unfiltered, real-time opinions about brands, products, and trends. Unlike surveys, you’re not prompting people… you’re seeing what they say naturally. This helps reveal pain points or emerging interests you might not think to ask about.
Each approach has its strengths, and the best choice ultimately depends on your business goals.
Syndicated studies (like GWI’s quarterly datasets) let you track changes over months or years. Point-in-time research is a good option if you just need a quick answer, for example, testing reactions to a single ad campaign.
Quantitative research provides confidence through numbers. Qualitative research gives depth through stories. The strongest strategies often combine the two: numbers to validate, stories to explain.
Surveys give you structured, representative data. Social listening picks up raw, unfiltered sentiment. Together, they balance breadth with authenticity.
GWI offers access to global consumer data at scale, helping brands move quickly from research to action. With data representing over three billion consumers across 50+ markets, the platform combines scale with detail, making it easier to understand and reach the right audience.
Regularly updated datasets allow businesses to monitor consumer shifts without waiting for custom studies. This consistency, a key feature of GWI data, makes it easier to compare results across regions or time periods.
With large sample sizes and strict quotas, GWI’s data holds up to scrutiny. The platform’s visualization tools also make complex results easy to interpret and share.
Beyond insights, GWI makes it easy to turn research into action. Build, profile, and size your ideal audience in our platform, then activate it in ad platforms like Meta and Google.
GWI’s Spark AI assistant makes data more accessible than ever before. You can type questions in plain language and get answers instantly, without needing deep research expertise.
For brands that need something tailored, GWI offers custom research. Our custom offering builds on our syndicated data by layering in bespoke survey questions - combining the breadth of GWI Core with the depth of custom insights to give brands a fuller picture for decision-making.
Sony used GWI to uncover who in the U.S. is watching Korean dramas, how they consume them, and what really drives their viewing habits. The custom research challenged assumptions - revealing a clear preference for subtitled content in its original language and showing that Korean drama is far from niche. With these insights, Sony could validate strategy, guide decisions, and back investment in international content with data-driven confidence. Explore the full story in our Sony case study.
A few tips to get the most out of your research:
The primary methods include quantitative research (surveys, polls), qualitative research (interviews, focus groups), syndicated research (always-on data collection), and social listening (real-time consumer sentiment tracking).
Select methods that best match your objectives - quantitative for broad validation, qualitative for deep understanding, syndicated for ongoing trends, and social listening for real-time insights.
Syndicated research provides ongoing, regularly updated data across multiple markets, highlighting continuous consumer trends. Custom research, on the other hand, is designed to answer specific business needs with bespoke survey questions.