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CAREER

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BASICS


A PARTICIPANT'S GUIDE TO MARKET RESEARCH

February 18, 2023

3 minute read


Congrats! If you're here there's good chance you've been invited to participate
in a market research study. We understand that you might have some questions
about what market research is, why companies conduct it, and what to expect when
you participate. In this guide, we’ll cover these questions and provide some
useful tips to set you up for success before your next survey or interview.  


WHAT IS MARKET RESEARCH?

Market research is the systematic process of uncovering actionable insights
about a target market, its potential and existing customers, and the competitive
landscape. The valuable insights gained from conducting market research can
inform an array of key business decisions from product development to marketing
and pricing strategies. Clients of Emporia Research's are primarily interested
in gathering feedback and learning from the experiences of strong professionals
like yourself within a B2B context to further their understanding of a specific
industry, job function, or product. 


HOW IS MARKET RESEARCH CONDUCTED?

Market research can be carried out through both quantitative and qualitative
measures. Surveys and questionnaires are the most popular quantitative
techniques used in market research. When it comes to qualitative marketing
research, various engagement types can be used and are largely determined by the
research objectives and target audience.

HERE ARE SOME OF THE MOST COMMON ENGAGEMENT TYPES THAT OUR CLIENTS UTILIZE FOR
CONDUCTING QUALITATIVE MARKET RESEARCH.

 * In-depth interview: a common qualitative research method oftentimes conducted
   remotely with a participant to explore a particular topic or issue in greater
   depth through conversation. During an in-depth interview, the moderator poses
   open-ended and exploratory questions and encourages the participant to
   provide detailed responses that can reveal insights and perspectives that may
   not be captured through quantitative research methods. The goal of in-depth
   qualitative interviews is to gain a deeper understanding of a participant's
   experiences, attitudes, and behaviors related to a specific research topic.‍
 * Focus groups: a type of qualitative research that brings together a small
   group of typically 6 to 10 people to engage in a guided discussion about a
   particular subject or product. The group dynamic in focus groups enables
   participants to exchange ideas with one another during a lively discussion,
   leading to a deeper understanding of the attitudes, beliefs, and behaviors
   related to the research topic.
 * ‍Remote observation: is a type of market research method that involves
   observing participants during specific activities using digital technologies
   such as video conferencing and screen sharing. The goal of remote observation
   is to capture real-time behavior and experiences as they occur, without the
   need for researchers to be physically present. Remote observation can be used
   to study a variety of behaviors such as using a digital tool or software.
   This research method allows for the collection of rich, detailed data on how
   their user base engages with their product that can be used when considering
   updates and making improvements.

HERE ARE SOME QUICK TIPS AND BEST PRACTICES TO SET YOU UP FOR SUCCESS WITH A
QUALITATIVE STUDY ON EMPORIA:

 * After completing the screening process and qualifying for the study, you can
   expect an email inviting you to schedule a time for an online interview with
   a researcher. When selecting a time, keep in mind the length of the interview
   as they can vary between 20 minutes to 2 hours. 
 * Once you’ve picked a time that works best for your schedule, it might be
   helpful to schedule a reminder 30 minutes before to avoid missing it.
   Additionally, we will send out reminders to ensure you don't forget about the
   scheduled interview. 
 * Before the interview, it's a good idea to be online a few minutes early. It's
   also important that you are in a quiet and distraction-free environment,
   allowing you to give your undivided attention to the conversation.‍
 * Most importantly, remember to relax and be yourself! Qualitative interviews
   tend to be more conversational. The interviewer is interested in your unique
   perspective and personal experiences, so don’t worry, and just be yourself
   during the interview.


WHAT TO EXPECT FOLLOWING YOUR INTERVIEW?

 * As an Emporia study participant you can expect to be compensated for your
   time and insights via our online participant portal, Polis. Within Polis you
   can view other studies you might qualify for and redeem payouts from past
   studies.


Through your active involvement in market research, you can have your voice
heard and offer valuable insights that will guide key business decisions and
lead to future advancement in a field!

‍

written by

RACHEL ZARKY

WITH HELP FROM CHATGPT =)

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Automate insights collection.   


INTEGRATIONS

Sync with apps you already use.


CAREER

Build the future of B2B research.


PARTICIPANTS

Share your insights, get paid.


THE BLOG

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PRODUCT

Learn what's possible.            

JOIN THE CONVERSATION

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