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Diary Methodology

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Diary Methodology

Diary methodologies are, in market research, most commonly used to compile data about consumer purchasing habits or media viewing. With the rise of online blogging and 'apps', diary studies have become an effective tool for research projects which seek to ascertain habits or patterns over a longer period of time than the average respondent would be able to recall accurately.

Generally, for instance, respondents are asked to note down the items they bought during the day at night (or, increasingly, as they purchase them if they are using a portable electronic form of diary) and sometimes the reasons for doing so. This can allow researchers to understand purchasing habits, and the triggers behind these habits if they exist. Further research can then be carried out at a later stage to get beneath the emotional triggers behind the purchasing decision.

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