Market Research Methods: The Complete Guide for 2026

Imagine you’ve launched the business you’ve always dreamed of, and you’re very excited and ready to work day and night, and eventually take the world by storm.

One day, you notice that sales aren’t as good as you had planne,d and your customers are not entirely happy with the products.

It is then that you begin to think about how you can find out why your products or services are not as popular as you had hoped, and wonder if there is a way to make sure you’re not wasting time and money on your marketing strategies.

Carrying out market research can help you to answer these and many other questions, which is why you should spend five minutes reading this article.

Understanding Market Research: An Overview for 2026

What is market research?

Market research is the process of collecting and analyzing data about a specific market, which can include information regarding customers, competitors, and the industry itself.

Market research provides real-world data, and if leveraged correctly, this data can be of great help.

Let’s explore the main advantages of market research.

What advantages does market research bring?

Of the many advantages of undertaking market research, we decided to highlight some of the main benefits:

1. Market research offers a strong foundation of insights, allowing companies to base their decisions on facts rather than subjective opinions.

2. Understanding client needs and improving the level of satisfaction: Market research helps to understand what clients need, which can result in better goods, services, and customer encounters, which in turn can increase customer satisfaction and loyalty.

3. By identifying market gaps and potential weaknesses, market research helps companies to take advantage of these opportunities.

4. By examining market conditions and consumer sentiment, businesses can reduce the risk of making expensive errors in product development or marketing strategies.

5. Spotting trends: Through careful research, companies can stay up-to-date on emerging trends and adjust their business plans appropriately.

Market Research Categories

Market research methods fall into two main categories: qualitative and quantitative.

1. Qualitative research usually answers the questions "Why?" and "How?”

This method focuses on collecting non-numerical data, in most cases via interviews and focus groups, with the goal of learning about the perceptions and behaviors of customers or users.

2. Quantitative research focuses on "What?" "When?" and "How many?"

This method uses numerical data that has been gathered via surveys, experiments, or statistical evaluations to provide measurable results.

Let’s analyze each category of market research.

1. Qualitative Research Methods Uncovered

Qualitative methods use open-ended, subjective, and descriptive evaluation to better understand people's motives, attitudes, and views.

This is ideal for early-stage research that requires depth and context.

To carry out qualitative market research, the following research methods can be used:

• 1.1. Focus groups

A group of six to ten people (often specialists in a particular field, but can also be regular consumers of various categories) gather to talk about a specific product and the marketing strategies used, with the moderator encouraging debate to gather opinions.

• 1.2. In-depth interviews:

These typically involve one-on-one interviews with a group of people, either in person or over the phone. Using open-ended questions facilitates better data collection and makes this approach more conversational.

• 1.3. Innovative research methods:

To obtain more detailed insights beyond surveys and focus groups, artificial intelligence (AI) and big data analytics can be used together with social media listening tools, gamification, and mobile ethnography, where users self-document real-life experiences, actions, and emotions in their natural surroundings via their mobile devices.

2. Quantitative Research in 2026: Measuring Markets with Data

Quantitative research converts opinions and behaviors into actual data such as percentages, averages, and projections, and today this goes beyond surveys because companies now mix traditional data with big data, web analytics, social listening, and AI-powered modeling.

Let’s consider this approach step by step, starting with the backbone of quantitative market research:

• 2.1. Surveys and Questionnaires

Around 58% of global survey responses in 2024 came from phones, according to SurveyMonkey.

• Skip logic* is on the rise, with 12% of surveys applying it (up 7% from 2019). Using this, surveys only ask relevant questions and avoid those that are irrelevant, such as asking about childcare for users who don't have kids.

  
  

*Skip logic (or conditional branching) is a survey feature that changes the path a user takes on the spot, showing them only those questions that are relevant to them, which ultimately increases completion rates.

• The number of multilingual surveys has more than doubled in the last decade.

Hot innovations that make surveys more fun and less frustrating:

• Chat-style and conversational surveys

• AI chatbots that ask follow-ups and clarify answers in real time

2.2. Data Analytics – Where the Magic Happens

Data analytics in market research involves examining quantitative data from surveys, sales figures, web analytics, social media metrics, etc. to spot trends, correlations, and opportunities.

For example, you have learned about a high customer churn rate (% of subscribers or clients who discontinue utilizing a company's product or service over a certain period), and you want to identify the factors driving this.

Here are some of the key modern analytics techniques to use in 2026:

• Statistical analysis can reveal, for example, that customers in a certain demographic are 20% more likely to buy a new product variant, which indicates you need to target that segment.

• Predictive analytics, which are often powered by machine learning, can be used to forecast future trends and emerging customer segments.

Machine learning algorithms can predict product preferences and suggest relevant items via recommendation engines, which could eventually increase sales.

• Text analytics carefully examine open-ended feedback or online reviews.

For example, if many reviews on a platform mention slow shipping, that insight flags a need to improve logistics.

In the end, the collected data can be turned into concrete action, such as:

• Adapting a marketing campaign

• Price adjustment

• Modifying a product feature.

• Targeting a new market segment

Market research can also be divided into primary and secondary approaches.

Distinguishing Between Primary and Secondary Research

Primary Research in Today's Market

Primary research involves going directly to a source, typically consumers and potential clients in your target market, to ask specific questions and collect valuable information.

Secondary Research (mainly for small businesses)

Secondary research involves research that is based on previously collected data that has been put together, structured, and presented by others.

Such research can feature reports and studies carried out by government agencies, trade associations, or companies within your field of activity.

Most secondary research can be obtained via:

• Web

• Articles published in trade journals and industry publications

• Library visits

• Contacting industry associations, trade organizations, or government agencies.

Other specialized research methods

There are a number of specialized approaches that can help to deal with certain business challenges. To obtain a more complete picture, we advise layering several techniques and data sources.

1. Competitive intelligence

This allows you to track the broader environment that you work in, and the tools involved can help you to track your competitors’ traffic sources, keyword performance, and social media activity.

2. Social media tracking and brand sentiment analysis

Tools and platforms can help you to examine a myriad of conversations in real-time through social media and review websites. These platforms use sentiment analysis and natural language processing (NLP) to:

• Identify changes in tone, topic occurrence, and sentiment.

• Spot the social media platforms and type of content that are fostering the deepest connections.

3. Third-party repositories and public datasets

Small businesses can leverage verifiable data from public domain sources and third-party repositories, for instance, the Pew Research Center or public and government repositories like the Census Bureau, World Bank, and UNdata.

Tools and Technologies to Enhance the Research Process

In 2026, companies that make use of the right tools and platforms will be able to considerably improve the market research process.

1. Tools for quantitative research

• QualtricsXM helps you to estimate audience sentiment or learn how perceptions change over time. It helps to evaluate brand awareness prior to and following campaigns or measure price sensitivity.

• SurveyMonkey is good for fast, targeted feedback and now features AI analytics and sentiment analysis.

2. Tools for qualitative insights

• UserTesting provides an in-depth, video-based view into how real users interact with and perceive your brand, website, ads, or other experiences.

• Dovetail allows you to organize open-ended survey results, focus group recordings, and interview notes in a single workspace.

3. Competitive intelligence

• BuzzSumo is a data-driven tool for content discovery, performance insights, trend monitoring, and audience understanding. It allows you to find popular content in concrete niches, analyze content across social media platforms, and filter what will appeal to your audience.

• Semrush is an all-in-one digital marketing platform that allows you to analyze keyword trends, paid advertising, and organic search performance.

4. Social listening and sentiment analysis

• Brandwatch monitors public online conversations in real time across multiple sources. You can track audience sentiment changes, emerging trends, and the places they happen (geographically or by channel).

• Talkwalker offers image recognition and predictive analytics. This tool can find your logos and visuals across social platforms and spot brand mentions in videos and images.

Since market research will continue to evolve at a fast pace, market players need to understand how it is changing, which is why in our next article, we explore the key trends that are shaping the future of market research.

5. Expert Networks

Expert networks are a valuable tool to rapidly obtain valuable information by connecting you with subject matter experts for one-on-one conversations or a Q&A session.

RightAngle, for instance, is an expert network service that provides on-demand access to professionals with deep industry experience (CEOs, specialists, former regulators, etc.).

Visit RightAngleGlobal.com to gain more information

or

Connect with experts

Connecting with an expert via RightAngle can help you to gain first-hand market insights, such as understanding the dynamics of a niche market considerably faster than financing a detailed research project.

Final word

In 2026 and beyond, to enter, stay afloat, or grow in the market, companies should consider carrying out market research that blends traditional and AI-driven methods to gain a detailed 360-degree view of their market.

To succeed, you need to be flexible and make sure your research can help you to reach your business goals.