Sneha Jasrasaria Quick answer
Brands use surveys to measure opinions at scale, central location tests to compare products, focus groups and interviews to understand why people choose, mystery shopping to check experience, retail audits to check the shelf, and social listening to track conversation. Choosing the right method depends on the question you need answered.
Key takeaways
- Start with the decision you need to make
- Surveys tell you what; interviews tell you why
- Field research reaches people online surveys miss
- Quality checks make or break research
Choose by the question
| Question | Method |
|---|---|
| How many people prefer X? | Survey |
| Which taste or pack is better? | Central location test (CLT) |
| Why do people choose us? | Interviews, focus groups |
| What is the store experience like? | Mystery shopping |
| How are products displayed? | Retail audit |
| What are people saying online? | Social listening |
Surveys
Online, phone or in person. Keep questions short and unbiased. Check quality on every response.
Central location tests
People try products at one venue and give structured feedback. For Nissin, market surveys and central location tests gathered direct feedback on taste, texture and packaging in key Northeast cities.
Field research at scale
For Toluna, our field teams completed 15,000+ surveys across 25+ cities, with a 97% response quality pass rate.
Interviews and focus groups
Small groups or one-to-one conversations reveal motivations and language customers use.
Mystery shopping and audits
See what is a mystery audit and retail visibility audits.
Writing good survey questions
- Ask one thing per question.
- Avoid leading questions like “How much do you love our product?”
- Use simple words and local language where needed.
- Give balanced answer options.
- Keep surveys short to avoid drop-offs.
Field research in India
India’s diversity means online samples can miss many people. Field teams reach respondents in smaller towns, older age groups and specific professions. Respondent screening, interviewer training and back-checks keep data reliable.
Turning findings into action
Research is useful only if it changes a decision. End every research project with clear recommendations: what to change in the product, packaging, price, message or channel, and how to test the change.
Tips
- Define the decision first.
- Pick the right respondents.
- Pilot your questions.
- Check every response.