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.

Many qualitative market research companies will use these surveys to address specific needs of their clients on a short-term basis. Nowadays, this is typically done through online qualitative research channels. Where longer-term tracking is needed, there are other means of consumer research which are better suited.

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. Qualitative research can also provide insight into why certain products are seeing success. In both cases, the survey results enable the company to adjust its practices to achieve the best outcome.

How Ad Hoc Surveys Help

1. Solve Specific Problems

   • A company may want to understand why a new product is underperforming or a competitor 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.