Methods vs. Techniques: What’s the Difference?
A simple, clear guide to a common point of confusion in market research. Understanding this distinction is key to planning and executing a rigorous study.
In market research, the terms 'method' and 'technique' are often used interchangeably. While they are closely related, they aren't the same thing.
Understanding the difference is more than just semantics—it's about building a clear, structured research plan. This post will clarify the distinction with simple analogies and examples, helping you communicate your research strategy with confidence. For a broader look at all available strategies, see our complete Guide to Market Research Methods.
A method is the high-level strategy or framework for conducting research. It's the 'what' and 'why' of your study, defining the principles and logic you'll use to address your research question.
Common Examples:
A technique is a specific, practical tool or step you take to implement the method. It's the 'how' of your study—the concrete action you perform to collect and analyze data.
Common Examples:
A Simple Analogy: Baking Cookies
To make it clearer, let's think about baking.
Baking
This is the overall strategic approach. It defines the framework and principles you will follow (e.g., applying heat to ingredients).
Creaming Butter & Sugar
This is a specific, tactical action you take to execute the method. It's one of many steps within the larger 'Baking' process.
An Electric Mixer
This is the instrument you use to perform the technique. You could also use a whisk (a different tool for the same technique).
How They Work Together
A method is the plan, and techniques are the actions you take to execute that plan.
Objective: Understand why users aren't using our new dashboard feature.
Method
Qualitative Research
Technique
In-Depth Interviews
Technique
Usability Testing
Frequently Asked Questions
Clarifying the common points of confusion.
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