Quick Reference: Which Research Move Fits the Question?
Match common market-research questions to the right method and evidence type.
Which method fits which question? If the method and uncertainty do not match, the result usually looks cleaner than it is. When should you start with JTBD interviews? When the buyer job, trigger, or segment boundary is still fuzzy. Interviews define what the survey should later measure. When is a survey the next right move? After the target job and reachable segment are clear enough to translate into neutral, measurable questions. Then the survey can estimate prevalence instead of discovering the problem from scratch. The market report already tells us everything we need. Your line The report helps with category…
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