Market research methodologies. How to combine them?

Metodologías de investigación de mercados | Research methodologies
Redacción 5m of reading

Market research methodologies have changed a lot in recent years. Technology and the digital environment have transformed the way market research is conducted. Nowadays, companies have access to a large amount of data through various digital platforms such as social media, search engines, mobile apps, etc. This has allowed companies to obtain more precise and detailed information about their consumers and make more informed decisions in their marketing strategy.

One of the main advantages of technology in market research is the ability to collect data quickly and efficiently. The digital environment facilitates and enhances the resources for conducting this type of research.

Online surveys, for example, have largely replaced traditional mail or telephone surveys as they are easier and more cost-effective to conduct. Furthermore, technology has also enabled the use of advanced data analysis techniques such as predictive analysis and machine learning, which can help companies identify patterns and trends in data that were previously difficult to detect.

Another important aspect of technology in market research is the ability to reach specific audiences. Social media and online advertising platforms allow companies to reach their target audience more precisely and personally. This allows them to design more effective marketing strategies and gain a better understanding of the needs and desires of their consumers.

However, it is important to note that technology and the digital environment also present certain challenges in market research. For example, information overload and data overload can make it difficult to identify relevant information. In addition, consumer privacy can be a sensitive issue in online market research, as data collection can be considered invasive.

How can we combine everything into one and conduct market research that truly provides us with the information we need?

We’re going to show you how we do it at We are testers.


Mixed and Combined Market Research Methodology

In the current context, the combination of quantitative and qualitative market research methodologies in market research is becoming increasingly common and necessary to obtain a more complete and accurate view of the market and consumers.

The quantitative methodology focuses on the collection and analysis of numerical data, allowing for the measurement of variables and the identification of patterns and trends. This methodology is very useful for obtaining a general view of the market and consumers, as well as for measuring the effectiveness of an advertising campaign, for example.

In the case of qualitative methodology, it focuses on the in-depth study of consumer experiences and perceptions. The use of this methodology allows for obtaining detailed information about consumer behaviors, attitudes, and motivations. Common techniques used in qualitative research include in-depth interviews, focus groups, and participant observation.

The combination of market research methodologies allows companies and brands to obtain a more complete view of the market and consumers. Not only understanding what works but also why it works. For example, quantitative methodology can be used to measure the effectiveness of an advertising campaign, while qualitative methodology can be used to understand consumers’ perceptions and experiences of the same campaign.

Furthermore, the combination of market research methodologies also allows for more detailed and precise information about consumers. Qualitative methodology can help discover specific problems and needs that consumers have, while quantitative methodology allows for measuring the magnitude of these problems and quantifying their importance.

Today, we can say that mixed research methodology is used regularly, more than it might seem.


How We Combine Market Research Methodologies at We are testers

At We are testers, we study each case individually and design the research model for each one.

Broadly speaking, we divide it into two phases. In the first phase, we develop an exploration through qualitative methodologies. We work on the emotional and motivational aspects. We ask about the reasons and the whys.

In the second phase, we consolidate this information, where we verify what was obtained in the qualitative phase and transfer it to volume. This is the quantitative phase, in which we numerically evaluate the responses through surveys.

The Process of Developing Our Research

At We are testers, we analyze each request from companies and design the research on a case-by-case basis, by defining the process, which we define in various aspects. 

Objectives and Briefing

We study the company’s needs regarding the topic at hand.

We define a briefing that outlines the objectives of the research and the profiles we are looking for to participate in the research.

We set specific, measurable, and achievable objectives for the study we will design.

Scope and Methodological Proposal

We propose the methodologies we will use to conduct the research, the phases included in the study, and the list of the tools we will use.

We create a summary of each of the tools that will be part of the research, with a planning of specific needs, allocated resources, the We are testers team, and professional profiles that will participate.

And we explain the characteristics of each of these tools and how they will help us achieve the objectives set.


We develop the research process plan. In this process, we detail the different milestones, from recruiting participating users to delivering results.


Want to try it out? At We are testers, we offer credit plans for using our services, so you can conduct your research with all the guarantees.

Update date 15 April, 2024

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