Best PracticesCustomer InsightsMarket Research

Size Matters: Is your market research right-sized?

Given a choice between funding 1 big market research project each year versus a bunch of small ones, I usually prefer the small ones.


Because big projects are risky, slow and yield too much data for anyone to digest. Most of the data gets used ineffectively, if at all.

Small projects have less risk. They get done quickly. Results get shared while they are still fresh. And conclusions can be communicated within the attention span of a busy recipient, so they actually get used.

In market research, small can be beautiful.

What do you think? Do you agree? Have a different perspective? Please add your comment here or call the blog comments line at 508.691.6004 ext 702.

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Kathryn Korostoff

Kathryn Korostoff is founder and lead instructor at Research Rockstar. Over the past 25 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in magazines. She is also a professor at Boston University, where she teaches grad students how to analyze and report quantitative data.

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3 thoughts on “Size Matters: Is your market research right-sized?”

  1. The choice of how large a study should be is dependent on the objective, I would think! If you wanted to have a strategic evaluation on brand positioning including a review of regional brands, then I would want a large study, covering all regions and all brands within. But, if I was evaluating any marketing mix element then I would prefer a smaller study can do justice to the objective. Cheers!

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