General market research
To inform business strategy and decisions.
Market segmentation
Understanding the needs and preferences of different market segments, identifying opportunities for product development and marketing strategies.
Consumer behaviour and preferences
Studying how consumers interact with a product, service, or brand to help understand why they make certain choices and what factors influence their decision-making process. Some examples may include studying consumer purchase patterns, understanding the factors that influence brand loyalty, and exploring consumer perceptions of product quality.
Brand-tracking
Measuring brand health over time, including brand awareness, familiarity, consideration, and loyalty.
Brand perceptions
Exploring how customers perceive a brand, including brand personality, values, and associations.
Testing advertising concepts
Gauging consumer response to proposed advertising campaigns, including messaging, creatives, and channel selection.
Logo testing
A/B logo version testing and evaluating the effectiveness of new or updated logos on brand perception and recognition.
UX Design
Gathering data on user experience to improve website or app design.
Product testing
Gathering feedback on new or existing products, including features, packaging, and price points.
Customer satisfaction
Measuring customer satisfaction with a product or service, identifying areas for improvement.
Customer experience
Assessing the overall customer experience, from purchase to post-purchase support, to identify areas for improvement and retention.
Employee feedback
Gathering feedback from employees on company culture, management practices, and workplace satisfaction.
Political polling
Measuring public opinion on political candidates, issues, and policies.
Academic research
Used across various disciplines, including social sciences, psychology, economics, political science (and more) to support or disprove a hypothesis or theory, to develop new research questions, or to identify trends and patterns in a particular area of study.
Collecting data for scientific research or experiments
To identify patterns and trends that can inform their research and experiments. E.g. Psychology researchers may use surveys to gather data on mental health, personality traits, attitudes, and beliefs. In sociology, surveys can be used to study social phenomena such as social inequality, public opinion, and cultural attitudes. In biology, surveys can be used to gather data on animal behaviour, environmental factors, and human health. And many more applications.