Research

Types of Research

Explores the “why” behind behaviors, attitudes and decisions. It’s about depth, not volume, and helping us understand motivations, perceptions and experiences.

Focus Groups – small group discussions that reveal reactions, opinions and emotional drivers.
In-Depth Interviews – one-on-one conversations that uncover personal perspectives and deeper insights.
Observational Research – watching people interact with products or environments to see real behavior.
Usability Testing – understanding how users navigate a product or website and where they get stuck.
Customer Journey Mapping – exploring the path people take from awareness to decision-making.
Ad Concept & Creative Testing (qualitative) – gathering open-ended feedback on early creative ideas.

Quantitative Research

Gives us measurable data. It’s about numbers, trends and statistically reliable results that can represent a larger population.

Surveys – structured questionnaires that gather numeric data on preferences, satisfaction or behavior.
Secondary Research – using existing datasets (industry reports, census data, market studies) for statistical insights.
Competitive Analysis (quantitative) – measuring competitor performance, market share or pricing through data.
Brand Perception Studies – tracking metrics such as awareness, favorability and brand strength.
Product or Service Testing – measuring demand, usage patterns or satisfaction at scale.
Market Segmentation Research – identifying audience groups based on quantifiable traits like demographics or behaviors.
Pricing Research – determining optimal price points through data-driven modeling.

What is Research?

Research is how we take the guesswork out of marketing. Market research can take many forms: consumer surveys, focus groups, interviews, competitive analyses, demographic data and more. Each method helps us learn more about how people think, what motivates them and how they make decisions. When we dig into real audience behavior instead of relying on hunches, we get a much clearer picture of what actually motivates people.

How It Works

Good research starts with the right approach. Sometimes that’s a survey with a statistically solid sample size. Sometimes it’s one-on-one interviews, usability testing or observational studies. The key is objectivity by asking unbiased questions, gathering clean data and letting the results speak for themselves. The goal isn’t to prove our assumptions right; it’s to learn what’s true, even if it surprises us.

Why It Matters

When decisions are based on real data, everything gets better. Your strategy becomes sharper. Your messaging gets more relevant. Your budget goes further because you’re focusing on what actually works. Research helps you see opportunities you might have missed and gives you the confidence to invest in the right places. At the end of the day, it leads to smarter choices and a stronger return on investment.

How We Use Research

NDDOT came to us when they wanted to evaluate the effectiveness of their efforts to increase seatbelt use across North Dakota. We conducted a statewide phone survey to determine if seatbelt usage had changed over the previous three years. During the same survey, we also tested potential messages for the next campaign to see which ones our target audiences found the most compelling. We learned that the number of residents who report always using a seatbelt while driving or riding in the front seat of a vehicle increased significantly, which confirmed NDDOT’s campaigns were working, and identified three effective messages for the next seatbelt campaign that would continue to motivate change.

Make Data-Driven Decisions

We’ll help you uncover the insights that move your business forward. Contact us and let’s talk about how research can elevate your marketing and help you reach your goals.