Methods of conducting market research are varied. What is the best way, frankly, is usually determined by the budget a business has to work with.

Direct mail research for instance is considered to be highly effective, but it is a very expensive method. The same is true with telephone surveys. Several telephone operators are required, in addition to telephones, equipment, an office space, and a database of people to call. Add to that the frustration factor of people confusing market researchers with telephone sales people and hanging up on them and it can be a chilling experience for the ego and the budget.

Many companies have discovered that the most effective way for them to conduct market research is by posting researchers in areas with large numbers of consumers. Some do it at trade shows and exhibit halls at county fairs. Others use the larger shopping malls. Some even use busy grocery stores and discount stores. They will set up a table, have a display of the free giveaway items to encourage people to engage in the research, and the product they are sampling. They will also have a supply of forms.

Many times with research in foods they will have a blind taste test, comparing two different types of snack foods or two types of soft drinks in this manner is popular. In addition to getting willing subjects at a low price – only the cost of the giveaway item – the market research doubles as an advertising and promotional vehicle for the company. If a banner with a company name or logo is prominently display, participating in the research can become the “in” thing to do that day at the mall or in the supermarket.

Another bonus is that the table can also have a sign up sheet for more information on the product if it becomes available, creating an instant mailing list for the new product.