Market research methods for your business decisions

Face-to-face interviews with potential customers in public locations. This method is useful when the research needs to focus on a particular area, shopping centre or business location.
Applications

• Measuring brand awareness.
• Identifying strengths and weaknesses of a company, product or service.
• Exploring interest in new products.
• Assessing potential retail locations.
• Describing the demographic and social characteristics of the target audience.

Best Service provides

• Questionnaire design tailored to the research objectives.
• Selection of suitable interview locations.
• Fieldwork conducted by experienced interviewers.

Online surveys collect responses from people who can be reached through digital channels. They can cover a geographically dispersed audience and support questionnaires with branching logic. The recruitment approach should match the target population; an online sample does not automatically represent every customer group.
Applications

• Measuring brand awareness.
• Assessing product or service quality.
• Testing interest in a new brand or product.
• Identifying opportunities to improve existing products and services.
• Describing the target audience.

Best Service provides

• Selection of a recruitment approach and sample requirements for the project.
• Questionnaire design and data quality checks.
• A fieldwork schedule agreed for the required audience, geography and sample size.

Telephone surveys can collect information from consumers and business representatives. Their suitability depends on access to the target audience, contact data quality and the length and complexity of the questionnaire.
Applications

• Market research.
• Evaluating opportunities for business expansion.
• Informing sales and marketing strategy.
• Collecting feedback from customers and business representatives.

Best Service provides

• A questionnaire and contact strategy aligned with the research objectives.
• A sampling approach suited to the target audience.
• Interviewing and quality control, with the limitations of the achieved sample taken into account in the analysis.

A moderated group discussion used to explore opinions about products, services, brands and advertising. Focus groups help explain perceptions and generate hypotheses; they are not designed to estimate population percentages.
Applications

• Exploring product experience and reactions to concepts.
• Assessing the appeal of a new business idea.
• Testing advertising concepts.
• Generating ideas for products and services.
• Understanding perceptions of competing companies and products.

Best Service provides

• A discussion guide based on the client's objectives and recruitment of participants from the relevant target audience.
• Moderation by an experienced researcher.
• Interpretation of the findings and a report in the agreed format.

An individual interview that explores a participant's experiences, reasoning and motivations in detail. It is particularly useful for understanding purchase decisions and sensitive or complex topics.
Applications

• Exploring behavioural differences between customer segments.
• Understanding product strengths and weaknesses, price perceptions and comparisons with alternatives.
• Explaining patterns previously identified in a quantitative survey.

Best Service provides

• An interview guide aligned with the research objectives.
• Interviewing by researchers experienced in working with the relevant audience.
• Analysis and a report; recordings are provided where agreed and permitted by participant consent.

Interviews with professionals who have relevant knowledge of the market or industry. Depending on the project, participants may include industry specialists, economists or legal experts. Expert views help develop and test hypotheses, but forecasts remain assessments rather than guaranteed outcomes.
Applications

• Understanding the market situation.
• Studying competitors.
• Exploring market development scenarios.
• Assessing product requirements.
• Identifying operational problems and possible improvements.

Best Service provides

• Selection of experts with experience relevant to the research question.
• A structured interview guide tailored to the project.
• Analysis and reporting in the agreed format, with recordings where agreed and permitted by participant consent.

Observation and subsequent analysis of data from open sources allows you to obtain information about products, promotion strategies, features of distribution of goods by competing companies, as well as to identify certain behavioral characteristics of your business customers.

Scope of application
● A study of consumer behavior.
● Assessment of the quality of staff work.
● Audit of display of goods on store shelves.
● Price monitoring at selected retail outlets.

Best Service provides:
● The reliability of the sources of information used.
● Literacy of data interpretation and conclusions proposed to the Customer.
● Maximum coverage of available information sources.

method of testing goods, packaging, advertising by the target audience. Allows you to identify strengths and weaknesses, assess the prospects of the object of study, its potential profitability or effectiveness.

Scope of application
● Testing a new product, packaging, advertising.
● Assessment of the need to improve the product, packaging, advertising.

Best Service provides:
● Selection of participants from the target audience of the product or service.
● Professional development of evaluation sheets for the tested product.
● Expert conclusions and high-quality processing of results.

Mystery shopping examines the customer experience through planned visits or enquiries. It can reveal information that is difficult to assess from public materials alone, such as product availability, quoted prices, service processes and the terms presented to customers.
Applications

• Competitor analysis as a standalone project or as part of a broader market study.

Best Service provides

• Mystery shoppers prepared for the research scenario.
• A visit plan covering the questions, product range, service and other criteria relevant to the project.
• An agreed number of visits and a comparison of the observed results, with the limits of the observations made clear.

An announced assessment of how retail outlets or sales offices comply with agreed standards. It can cover product availability, merchandising, price labels, promotional materials and the work of customer-facing staff.
Applications

• Checking service, product presentation and brand standards.
• Assessing staff performance against agreed criteria.

Best Service provides

• An audit checklist covering the parameters agreed with the client.
• Comparison of outlets or competitors where the research design requires it, including shelf placement, promotions and discounts.
• Findings and recommendations for addressing identified gaps.

based on the division of the team into promoters (loyal employees), neutrals and critics. In a healthy team, the number of promoters exceeds the number of critics.

Scope of application
● Building and adjusting HR strategies.

Best Service provides:
● Anonymity of personal data and opinions from each participant.
● Professional interpretation of the responses received.
● Recommendations for correcting the situation and conducting trainings to help increase the loyalty, performance and professionalism of the staff.

conducted on the basis of anonymous questioning. Questionnaires are compiled separately for each new study.

Scope of application
● Building and adjusting HR strategies.
● Diagnosis of psychological, social or professional problems in the team.

Best Service provides:
● Absolute anonymity of employee responses.
● Adaptation of questionnaires to customer requests: any point of interest can be clarified.
● Several waves of research to describe the situation within the team in dynamics.