Coding: market research

In market research, coding is the process of organising and categorising responses from survey or interview data into a structured set of themes or ‘codes’. Each code represents a specific issue, idea, or type of response. Coding is most commonly applied to open-ended questions, where respondents provide answers in their own words, allowing researchers to quantify and analyse qualitative feedback.

For example, if respondents are asked, “Why don’t you buy Product X?”, answers like “too expensive,” “hard to find,” or “prefer a competitor” would each be assigned a code. This allows researchers to count how many participants mentioned each reason and identify the most common barriers or motivations.

Coding is a critical part of the data processing phase, as it transforms unstructured qualitative data into a form that can be analysed systematically, often leading to charts, tables, or statistical models that inform actionable insights.

Proper coding ensures consistency, reliability, and accuracy in interpreting open-ended responses, helping clients understand the underlying themes and patterns in their data.

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From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Coding (market research)