When designing a project, our research consultants work with you to select from an array of standard and innovative methods, employing a wide range of quantitative and qualitative information-gathering approaches. And then we deliver a meaningful and accessible summary of findings.

Quantitative Methods
We have been innovative in the practical application of the following techniques:

• Structural equation modeling (customer loyalty, brand equity)
• Clustering, latent class analysis, CHAID (market segmentation)
• Decisive Choice ToolKit™: includes conjoint, build-your-ideal and market simulation (product definition and demand/price modeling)
  View the Choice Modeling Options Chart
• Correspondence analysis and other perceptual mapping techniques (market positioning, competitive analysis)
• Bootstrapping, Jackknifing, hierarchical Bayesian analysis (data modeling/analysis of small sample sizes)
• Factor analysis (identifying underlying themes)
• "Smart" weighting (market sizing)

Qualitative Methods
Ask a question, get an answer. But great qualitative research requires more rigorous and creative approaches to uncover the real findings. We regularly employ innovative methods to delve beneath the top-of-mind response, including:

• Evocative images to spur brand associations/themes
• Collages to evoke ideas and feelings
• Benefit ladders to explore the relationship of the product or service to the consumer
• Modified ethnographic approaches (diaries, photo logs, videographies) to bring greater understanding and realism

A key to qualitative research is defining the right method for gathering the information you need. Gartner employs all of these methods:

• Focus groups. Superior recruiting—you can tell you have the right people in the room-and skilled moderation are hallmarks of our groups. We conduct more than 400 focus groups globally each year.



• Small group discussions. Some topics are better explored as a discussion with three or four people, giving each individual a greater chance to talk than the typical eight- to 10-person group. Gartner Custom Research will tailor the type of group to your information needs.



• Executive interviews. Gartner Custom Research's expertise and experience facilitate more informed and effective exploration of detailed issues.



• Observational. Sometimes we learn far more by seeing users in their native environment than we can by asking questions. While extreme care must be taken in structuring and analyzing this type of information, direct observation can truly enlighten developers and marketers.



• Online groups. An emerging alternative to the traditional group format, online focus group and chat techniques can be employed to reduce cost and shorten timelines.

Information Gathering
Data Collection Approaches

If you are interested in learning more about custom research tools and techniques, Gartner's Market Research Primer is an introduction to market research.

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