Experimental design

Experimental design in market research is a process underpinned by the principles of test and learn, and which is most commonly used to identify cause-and-effect relationships. When using this approach researchers must observe the outcomes of various stage scenarios and draw conclusions by comparing the effects of specific variables.

This approach has a wide range of applications in qualitative research and is a useful model for concept and scenario testing across many different markets and sectors. Examples include testing product packaging and the impact of advertising campaigns. Researchers will show different versions to different groups and compare the results. Concept testing allows businesses to reduce the risk of failure in the market by gathering information on customer needs and expectations. This is commonly used in the retail sector.

Experimental design is also frequently used in the utilities sector with use cases such as testing the effectiveness of pricing strategies, operational efficiency and new technologies. It can be used in the medical and healthcare sector, more specifically implementation science, typically in the form of randomised controlled trials.

Experimental design can be most effective when it combines a structured approach with detailed investigation. Organised test and control groups, which are asked highly detailed, specific questions, can generate a wealth of consumer insight for analysis and comparison. This approach can help researchers unpick not only how consumers behave and react to various situations and stimuli, but, crucially, why they behave in this way – which is the fundamental principle behind all consumer research.

Why partner with DJS Research?

We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

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.