To better understand your market/product/stance, start broadly with qualitative research, then refine with quantitative research.

Start with Qualitative research to ask “who, what and how” questions: What are the problems? Who has them? In what context? How are they currently resolved? What is the buying process/experience? What might be better? Etc.

Interviews
Focus Groups
Win/Loss feedback
Site visits/ shadowing
Shopping studies

Follow with Quantitative research to answer “how many” questions: How many prospects have each particular problem? How are they segmented? How often does the problem occur? How much is spent/ how much would a solution be worth? How much market share? Etc.

Surveys
Purchase data
Usage data

Qualitative research teaches you what you don’t know and establishes the issues in play.

Quantitative research refines that learning and provides the data needed to make decisions.

Bill Haines