Types of market research

There are many types of market research. Among the commonest is gathering shopping or marketing intelligence for retailers, manufacturers and multinationals, researching customer loyalty, consumer habits or the size of markets for particular products.

Market researchers also work on product launches, promotions, communications and brand recognition.

Some companies or management consultancies specialise in investigating specific commercial areas such as the automotive industry or the healthcare sector.

Others carry out social research, gauge public opinion and conduct electoral polls. They might work on behalf of a government agency or run a stakeholder consultation for a planning project.

A number of companies focus on media research, such as measuring radio and TV audiences and producing data for programme providers, broadcast networks and advertisers.

And many big corporations undertake the whole range of market research, with specialist departments and consultants working in particular niches.

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