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Deliberative Market Research

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Deliberative Market Research

Deliberative research is a technique used in market research which focuses on participants’ views after they’ve had time to assess and think about the subject. Most research studies are performed with the expectation that they will get a raw, initial opinion from the customer; however, this is the opposite. When performing deliberative research, the participants are given a number of sources, all with different perspectives and sometimes in the form of a debate. It’s after engaging with the sources, that the participant will express their views on the subject.
 
Deliberative research is effective when used for policy consultation because it brings together many different viewpoints from the public, without making them rush into decisions. It also provides the opportunity to collect large amounts of data quickly and at a relatively low cost.
 
On the other hand, it is hard to know for sure whether the participants have considered all the points being made to them and whether they’re simply neglecting what the other participants say. Furthermore, the data collected from deliberative research is qualitative, making the analysis difficult and time-consuming.
 
Deliberative research may also be conducted online, however this brings about different challenges. Being online means people have anonymity so they can feel confident in expressing extreme views. Researchers also have less control over the research study. In contrast, however, online deliberative research allows for many more participants to be in the debate, resulting in a wider range of opinions. There are also more people able to perform online deliberative research because of the ease of doing so from home.

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