No. The answer isn’t always a cheap online survey (but sometimes it is). Quantitative research (online, phone, or intercept) is generally less expensive and delivers aggregated, quantified results that can be projected to a larger population and modeled for demographic and psychographic characteristics. Surveys can be combined with purchase transactions and click streams to shed light on pricing strategies, market segmentation, feature bundles, and anticipated demand.

While perhaps not always statistically significant, qualitative findings uncovered in focus groups, in-depth interviews, and online panels provide opportunities to identify a full range of opinions and help hone in on objectives. The right researcher can ascertain precisely why a prospect bought (or didn’t), glean brand strengths and weaknesses that were previously unknown, and provide anestimate of the impact of branding and ad campaigns prior to launch.