Question 1

How should we adapt pricing research for markets with cash economies?

Accepted Answer

Adapting pricing research for cash-dominant markets means mirroring how people actually handle money day to day. In cash economies, consumers think in terms of immediate out-of-pocket cost, so frame survey questions or experiments around scenarios like "Would you pay X in cash right now for this product?" rather than abstract pricing or long-term payment plans. Use price points that make sense locally — common round numbers or typical small purchase sizes — because many shoppers operate within those practical limits (like only carrying a certain amount of cash). It also helps to gather qualitative insights by observing or interviewing shoppers: you might find they routinely bargain or save up over time for larger buys, which affects their price sensitivity. With that knowledge, you can adjust your research design to be realistic (for example, including a bargaining element in a hypothetical purchase scenario or using visuals of local currency for context). The goal is to align the research with everyday cash behaviors so that what people tell you about pricing matches what they'd actually do with money in hand.

Question 2

In which business situations does observational research add the most value?

Accepted Answer

Observational research delivers the most value when you need to understand actual customer or employee behavior in context, rather than just what people say. It's especially powerful in situations like retail or user experience studies where seeing how someone naturally interacts with a product or environment can reveal pain points and unmet needs. For example, watching shoppers navigate a store may show that a confusing layout, not lack of interest, is hurting sales - something a survey might not capture. Similarly, in workplace settings or B2B scenarios, observing how processes are carried out can uncover inefficiencies or workarounds that employees themselves don't think to mention. Any time the details of behavior, environment, or nonverbal cues are crucial (such as testing a prototype in real usage or studying service delivery in the field), direct observation provides rich insights that other methods would miss. In short, when the question is "what actually happens and why," rather than "what do people claim they do," observational research is the go-to approach for value.

Question 3

Can ethnographic studies be done remotely without losing quality?

Accepted Answer

Yes, ethnographic studies can be done remotely without losing quality, provided researchers use the right approaches to capture rich context. Techniques like video diaries, virtual interviews, and even live video tours of participants' environments allow researchers to observe authentic behaviors and surroundings from afar. For example, a participant might film their morning routine using a product and narrate their thoughts, which the researcher can analyze almost as if they were there in person. The key to maintaining quality is careful design: use reliable technology, build trust and rapport with participants over video, and supplement self-reported data with photos or sensor readings when possible. With these measures in place, remote ethnography can yield insights comparable to those from on-site fieldwork in many cases.

Question 4

When is media mix modeling preferable to multi-touch attribution?

Accepted Answer

Media mix modeling (MMM) is preferable to multi-touch attribution (MTA) when you need a broad, cross-channel view or face data limitations due to privacy. MMM works with aggregated data across all marketing channels (including offline like TV, print) and is immune to the loss of user-level tracking, which is valuable in this privacy-first era_x000D_. If your goal is to understand overall marketing drivers and you have historical sales and spend data, MMM gives strategic insights (e.g., the contribution of each channel to sales) even without individual customer paths. In contrast, MTA shines for granular digital journey analysis but struggles with channels it can't track and is hindered by cookie restrictions. So you'd choose MMM when dealing with a mix of online/offline media or stringent privacy constraints, and reserve MTA for scenarios where detailed user journey data is available and necessary.

Question 5

What ethical considerations apply when researching sensitive product categories?

Accepted Answer

Researching sensitive product categories (like personal health matters, sexual products, or addictive substances) requires extra ethical safeguards to protect participants' privacy and well-being. First, ensure informed consent is truly informed: people should know up front that the topic may be sensitive or intimate, and they must have the freedom to skip questions or withdraw at any point. Privacy and confidentiality are paramount — collect data anonymously or assign codes instead of real names, and secure all records — so participants feel safe sharing honest answers without fear of exposure. Questions should be phrased in a non-judgmental, culturally sensitive way to avoid embarrassment or offense. For example, when researching an intimate health product, you might use medically accurate but gentle language and allow open-ended responses so participants can explain in their own terms. If the category involves legal or age considerations (say alcohol or cannabis), verify eligibility and be mindful of local laws. Finally, consider providing debrief or support resources if the topic is particularly personal or potentially distressing. By prioritizing respect, confidentiality, and participant autonomy, researchers can ethically explore even very sensitive topics.

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Market Research FAQs with Expert Insights

How should we adapt pricing research for markets with cash economies?

In which business situations does observational research add the most value?

Can ethnographic studies be done remotely without losing quality?

When is media mix modeling preferable to multi-touch attribution?

What ethical considerations apply when researching sensitive product categories?