Ad Hoc Research Surveys

Ad Hoc Research Surveys are one-off, custom-designed surveys designed to collect data on a certain enquiry and/or point in time. Unlike continuous or tracking studies (which are repeated over time), ad hoc surveys are tailored to address a unique issue at a specific moment.

These surveys are typically tailored in terms of questionnaire design, sample, and methodology, ensuring that the data collected is directly relevant to the problem at hand. Because they are not part of an ongoing programme, they offer a high degree of flexibility and speed, making them a popular choice for businesses needing quick, targeted insights

Many qualitative market research companies will use these surveys to address specific client needs on a short-term basis. Nowadays, this is typically done through online qualitative research channels. When longer-term tracking is needed, other means of consumer research are better suited. Examples of different methods for conducting ad hoc surveys include:

Exit survey

When to use Ad Hoc Research Surveys

Ad hoc research surveys can be necessary when an unexpected situation arises. Such as the arrival of a new competitor on the scene or an unexpected decline in sales, the company wishes to find out why. Why Ad Hoc Research Is Important

The importance of ad hoc market research lies in its precision and immediacy. Businesses rarely operate in static environments—markets shift, competitors act, and consumer expectations evolve. Ad hoc surveys allow organisations to respond to these changes with evidence rather than assumptions.

Because they are built around a single objective, they provide highly relevant and actionable findings. This makes them particularly useful at critical moments, such as product launches, brand repositioning, or crisis management. Examples of ad hoc research methodologies conducted by Vision One include:

• Exit Interviews / Shopper Intercepts – Collecting feedback immediately after a customer experience.
• Hall Tests / Central Location Tests (CLTs) – Controlled testing of products or concepts in a central venue.
• Street Interviews / Face-to-Face Fieldwork – Collecting data directly from people in public places.
• Telephone Research (CATI) – Structured surveys conducted via phone with computer-assisted scripts.
• Pricing and Brand Price Trade Off (BPTO) – A method to test how price changes affect brand preference.
• Usability Testing – Evaluating how easily users can interact with a product or system.

How Ad Hoc Surveys Help

1. Solve Specific Problems
   • A company may want to understand why a new product is underperforming or why there is a competitive threat.
   • An ad hoc survey can gather direct feedback from customers about their perceptions and experiences.
     
2. Support decision-making
   • Businesses use insights from these surveys to inform marketing, product development, pricing strategies, or customer service improvements.
     
3. Test hypotheses or ideas
   • You can test reactions to a new ad concept, packaging design, or brand name before a full-scale launch.
     
4. Crisis or issue response
   • During a PR issue, companies may launch ad hoc surveys to assess public sentiment and guide their response strategy.
     
5. Market exploration
   • Great for entering new markets or launching new products and services where ongoing data doesn’t yet exist.

Key takeaways

Ad hoc market research surveys are a powerful, flexible tool for answering specific business questions quickly and effectively. While they do not replace long-term tracking studies, they complement them by providing deep, targeted insights exactly when they are needed most.

For businesses, this means acting with confidence, reducing uncertainty, and responding to change in real time—all of which are essential for maintaining a competitive edge in today’s dynamic markets.