Category: Design
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Why: For an explorer, the problem is not what it always seems to be.
Table of Contents
In Short
In market research, depends on your marketing objective, the problem might not be well-defined. Hence, exploratory research is needed to discover further insights.
There are 2 types of exploratory research.
1. Primary Research
Direct exchange with target audiences or potential consumers. Such as surveys, interviews, focus group discussions, user observations.
2. Secondary Research
Indirect research from database or marketing research archive. Such as online research, literature research, case study research.
Note: the quality of the source is our main concern. When we reach the wrong group of participants, the result will lead to the wrong conclusion.
Objective and data source fit must be carefully checked.
Research Guideline
- Eliminate unpractical ideas
- Refine problems
- Establish priorities of quesitons
- Clarify concepts
- Increase familiarity with problems
- Generate hypothesis
Conclusion
To efficiently deliver exploratory research, we should first set a marketing objective, see this blog post. Then, select the type of research that fits the objective and your resource: primary or secondary research.
The end goal of exploratory research is to better understand the existing problems and generate a clear hypothesis!