Whilst there are benefits to using standardised methodologies, they are only suitable in certain scenarios.  The variety and number of other research methodologies available to us is limited only by our creativity and imagination.  However, methodologies can be grouped in various ways.  Perhaps most common is to group them as follows:

  • Quantitative research methods

Most of Design-Opinions’ research falls into this category and has already been described.  Quantitative research involves researching groups of people in sufficient number to be able to make predictions about the populations being represented.  These predictions can be made to varying levels of confidence.   Assuming the sample is indeed representative, the level of confidence in the predictability of the research, will relate directly to the number of people interviewed.

Most common quantitative data collection methods are online surveys, postal surveys, other forms of self-completed survey, face-to-face surveys in a variety of settings, and telephone surveys.

  • Qualitative research methods

Qualitative research will generally involve talking to a smaller group of people and, importantly, is not designed to make reliable predictions about the population being represented.  This type of research method is good for making discoveries and for exploring and developing ideas.

Most common qualitative data collection methods are focus groups and in-depth interviews.

  • Desk research – or secondary research

Secondary research involves looking for existing data from all manner of sources.  Generally this involves unearthing primary research that has already been conducted and that is available either in-house or from other sources.

Most common secondary research method nowadays is the internet, followed perhaps by reference libraries with the British Library being a prime example.

Design-Opinions has experience in all of the above and will choose a methodology (or a selection of methodologies) depending on the particular needs of a given project.