The Best Research Methodology Isn’t Always the Most Advanced. It’s the One That Fits

It’s the One That Fits.

By Juan Jose (JJ) Ayala, Executive Director, Team Percepto

At Team Percepto, we believe that choosing the right research methodology isn’t about chasing the latest tools or defaulting to the fastest option. It’s about clarity and alignment. The best methodology is the one that helps you answer your question clearly, confidently, and in context.

This belief shapes how we work with every client. We don’t start with methods. We start with goals. What are you trying to uncover? Who are you trying to understand? What decisions will this research inform?

In my years navigating corporate America, a place full of great ideas, the real challenge was always knowing what came next. When someone pitched a new research campaign or strategy, I’d pause and ask: "What is the objective?"

That one question changed everything. Because if we’re not clear on the objective, no method will get us where we need to go.

Once we’re clear on the purpose, we recommend the approach or combination of approaches that best serves your mission.

Matching the Method to the Mission

Different questions call for different tools. Here’s a quick guide to how major methodologies work and where they shine.

Quantitative Research

This is about measurement and breadth. Using tools like online surveys, we collect structured data from large, diverse groups to uncover patterns, preferences, and statistically valid insights.

Best for:

• Measuring behavior, awareness, or preferences

• Testing creative ideas or marketing concepts

• Segmenting audiences

• Tracking change over time

  
  

Online surveys are efficient, scalable, and ideal when breadth matters most.

Qualitative Research

This is where depth comes in. Through focus groups, triads, dyads, or in-depth interviews (IDIs), we explore context, emotions, beliefs, and lived experience.

• Focus Groups: (6 to 8 people) surface shared language and group dynamics

• Triads and Dyads: (2 to 3 participants) balance intimacy and interaction

• IDIs (1-on-1): ideal for personal, sensitive, or complex topics

  
  

Best for:

• Exploring motivation and meaning

• Understanding how people talk and feel

• Testing early-stage concepts

• Gaining cultural or community insight

  
  

AI-Assisted Research: Powerful, When Purpose-Driven

AI can be a powerful accelerator when it serves the goal. At Team Percepto, we use AI to help synthesize qualitative findings, code open-ended survey responses, identify sentiment patterns, and enhance segmentation models.

But we’re selective. Sometimes the most traditional method, an in-person interview or a handwritten response, tells us more than an algorithm ever could.

The key isn’t using AI. It’s knowing when to use it.

Often, the Best Answer Is a Blend

We frequently build hybrid research designs by pairing surveys with follow-up interviews or using qualitative groups to shape survey structure. Some projects combine traditional approaches with AI-assisted analysis. Others rely purely on classic fieldwork or interviews.

There’s no formula. Just focus.

Our Philosophy: Question First. Methods Second.

We’re not loyal to any one tool. We’re committed to clarity. Every project begins by identifying the right question, then matching it to the most effective path toward the answer.

That’s why we remain flexible, collaborative, and curious. Whether the answer lies in a multi-market survey, a series of community dyads, or a machine-assisted text analysis, we build our methodology around your goal. Not the other way around.

Because ultimately, the best research isn’t the most advanced. It’s the one that brings you closer to truth, action, and impact.

It’s the One That Fits

By Juan Jose (JJ) Ayala, Team Percepto, May 2025

Team Percepto, A Market & Insights Company