Modern market research methods save money and time
Take a look at the methods and technologies we use in our research. With our in-house IT solutions, we can tailor each project to your exact requirements. Not sure which approach is right for your brief? No problem — get in touch and we’ll recommend the best solution for your needs.
Choose a method based on your goal
🟦 Online research (CAWI)
A fast, scalable option when you need to validate a hypothesis, compare alternatives, or measure satisfaction on a clearly defined target group. Works well for tracking and concept testing too.
Use it when you need results in percentages and segments; typical outputs include a dataset + tables + interpretation.
🟦 Quantitative research
Quant is the right choice when you need representative numbers for decisions: comparisons, trends, measurement over time, and impact sizing. It often follows hypotheses from qualitative work.
It’s a good fit when you’re choosing between options. You’ll get results in numbers + segmentation + recommendations.
🟦 Qualitative research (FG/IDI/online)
Qual uncovers motivations, barriers, and customers’ language — the “why” behind decisions. Use it for product development, communication testing, or mapping the customer journey.
It’s ideal when you need depth. The output is a structured report + quotes + clear implications for decision-making.
🟦 Online community
A closed community for long-term contact with customers: moderated discussions, diaries, polls, and quick tests in one place — with AI support to navigate outputs.
Perfect if you want continuous feedback. Outputs typically include insights over time + fast validation of concepts/UX/communication.
How to choose
Start with the key question: do you need to measure (how much, how often, how segments differ) or understand (motivations, barriers, customer language)? If you need ongoing feedback and testing over time, the fastest route is a closed community. And if you need both the “what” and the “why”, a combination of quant and qual usually makes the most sense.
- I need numbers and comparisons — go with quantitative or online (CAWI) research.
- I need reasons, context, and insights — qualitative research.
- I need an ongoing panel and rapid testing — an online community in Echonity.
How to choose a market research method
Choose the method based on whether you need to measure in numbers (quant/CAWI) or understand in depth (qual). An online community is ideal when you want continuous feedback and quick testing over time. The best results often come from a combination — qual for hypotheses, quant for validation on a representative sample.
- CAWI (online survey) — fast quantitative data for decisions.
- Quantitative research — representative numbers, comparisons, trends, segments.
- Qualitative research — motivations, barriers, customer language, the “why”.
- Online community — an ongoing panel for testing concepts/communication/UX over time.
- If you need both the “what” and the “why”, combining qual and quant works well.
- Outputs aren’t just charts — you typically get interpretation and recommendations for decisions.
- At NMS, we also use our own tools for data collection and analysis (Askero/Boardia/Echonity).
- Quality standards and membership in professional associations are part of our approach (ESOMAR/SIMAR).
