Quantitative market research surveys are one of the two most popular approaches with market research agencies – the second being Qualitative research (incorporating focus groups, online qualitative research, ethnography and in-depth interviews).

Both approaches provide valuable insights and their own unique perspective. But our experience has shown that deeper insight often stems from a combination of the two. Quantitative survey research provides robustness and reliability. On the other hand, Qualitative research provides a more in-depth understanding of how people think and feel.

As winners of Best Market Research Agency 2021 (The Drum Awards) and Company Partners to the UK Market Research Society (MRS), we take quality seriously. All our quantitative survey research conforms to data protection law (we are also registered with the Information Commissioner’s Office).

Quantitative surveys are typically conducted online using structured questionnaires designed to collect measurable data from a large number of respondents. Surveys can also be carried out via telephone or face-to-face interviews. Carefully designed questions ensure consistent responses that can be analysed statistically to identify patterns, trends, and insights.

We typically find the right respondents by targeting the sample on people who match specific characteristics relevant to the research objectives. Instead of surveying a broad general population (which can be useful for certain projects), researchers define clear criteria such as demographics, psychographics, behaviours, job roles, industries, or product usage to ensure the right people take part.

The process typically begins by defining the target audience profile, often based on an Ideal Customer Profile, existing customer data, or market segmentation. Researchers then apply screening questions within surveys or recruitment processes to confirm that respondents meet these criteria before participating.

At Vision One, we use both nationally representative and targeted samples depending on the research objective.

A nationally representative sample reflects the wider population of a country. By carefully matching respondents to key demographics such as age, gender, and region, we can provide a reliable picture of national attitudes, behaviours, and trends. This approach is often used for brand tracking, public opinion studies, and understanding the broader market.

A targeted sample focuses on specific audiences that matter most to a client’s objectives. At Vision One, we recruit participants based on defined criteria such as customer type, product usage, industry, or professional role. This allows us to gather insight directly from the people most relevant to a brand, product, or service.

The benefit of nationally representative research is a clear understanding of the overall market. The benefit of targeted sampling is deeper, more focused insight from the audiences that influence real decisions.

Survey results are analysed using statistical techniques to identify patterns, differences between groups, and key drivers of behaviour or attitudes. The findings are then translated into clear insights and visual reports that highlight what matters most and provide practical recommendations for decision-makers.

1. Cluster Analysis – Creating data-driven audience segments
2. Conjoint Analysis – Evaluating product features and trade-offs
3. Correlation Analysis – Measuring relationships between survey variables
4. Cross-Tabulation Analysis – Comparing responses across different groups
5. Descriptive Statistics – Summarising key survey results and averages
6. Driver Analysis – Determining factors influencing attitudes or behaviour
7. Factor Analysis – Reducing variables into underlying dimensions
8. Heatmap Analysis – Visualising patterns within complex data
9. Key Driver Modelling – Identifying factors impacting satisfaction or choice
10. MaxDiff Analysis – Prioritising preferences between multiple options
11. Net Promoter Score (NPS) Analysis – Measuring customer loyalty and advocacy
12. Regression Analysis – Identifying drivers of behaviours or outcomes
13. Segmentation Analysis – Grouping respondents with similar characteristics
14. Significance Testing – Identifying statistically meaningful differences
15. Text Analytics – Analysing open-ended survey responses
16. Trend and Time Series Analysis – Tracking changes in data over time
17. Weighting Adjustments – Correcting sample to match population profile

Population size – The total number of people you are studying. This is typically the market size – e.g. all customers in the UK.

Confidence level – How sure you want to be about the results. Typically, this is either 90% or 95%

Margin of error – How much error are you willing to tolerate (+/-3% is common) however, this will be driven by your samples.

When running a research project, understanding your target audiences starts with asking the right research questions. By combining quantitative and qualitative research, businesses can uncover both the measurable trends and the deeper motivations behind customer behaviour. Quantitative research often involves engaging a large group of respondents through survey software, where carefully designed survey questions help capture quantifiable data. This provides a clear, data-driven view of patterns and preferences that can guide confident business decisions.

Alongside quantitative data, incorporating qualitative data offers richer insights into why people think or act in certain ways. A well-structured survey might include a Likert scale to measure levels of agreement, giving researchers a precise way to quantify opinions while also leaving space for open-ended feedback. Together, these approaches create a balanced methodology that transforms raw responses into actionable insights, ensuring your research project delivers maximum value.

Confused? If so, quantitative market research companies like Vision One can help you with your research needs.