Understand qualitative, quantitative, B2B, B2C and academic research before choosing a service.
This practical guide explains what each research type is designed to answer, how participants are recruited and what outputs clients can expect.
Depth and measurement answer different parts of the problem.
Qualitative research
Uses interviews, focus groups, communities or diaries to understand reasons, experience, language and context. It is usually smaller in sample and deeper in conversation.
Quantitative research
Uses structured surveys and measurable data to estimate incidence, compare groups, test concepts, track metrics and support statistical interpretation.
B2B and B2C research differ in access, verification and cost.
B2C research
Research with individual consumers, customers, shoppers, users or households. Screening commonly uses demographics, behaviours, product use and location.
B2B research
Research with professionals, buyers, technical users, managers, executives or business decision-makers. Screening commonly uses role, industry, company size, seniority and decision authority.
Research designed to answer scholarly questions and build knowledge.
Academic projects may use experiments, surveys, interviews, behavioural tasks or secondary data. Strong academic support protects ethics, methodology, transparency and learning.
Use one method to improve the other.
Qualitative exploration can shape survey measures. Quantitative findings can identify segments for deeper interviews. A mixed-method design connects scale with explanation.
What clients can select.
| Method | Use it to | MIU support |
|---|---|---|
| Online survey | Measure attitudes, behaviour and preference at scale. | Questionnaire, programming, sample, validation, analysis. |
| IDI | Explore decision journeys, needs and pain points. | Recruitment coordination, guide review, transcription, coding. |
| Focus group | Compare reactions and group discussion themes. | Recruitment, logistics, analysis and reporting. |
| Brand tracker | Monitor awareness, consideration and perception. | Survey setup, sample, validation, dashboard and report. |
| Concept test | Evaluate products, claims, messages or ideas. | Programming, sample, analysis and recommendations. |
| MaxDiff / conjoint | Estimate trade-offs and relative preference. | Design implementation, programming and analysis-ready output. |
Describe the decision you need to make.
MIU will recommend a research approach, sample, execution plan and deliverables.