Editor's note: This article appeared in the April 23, 2008, edition of Quirk's e-newsletter.

The current economy is generating financial challenges for most businesses, and many companies have been forced to reduce budgets - including the marketing research budget. But a slowing economy doesn't make market research less important. As a matter of fact, a challenging economy means companies will strive to minimize risk and gain more impact from their marketing efforts.

Kevin Kimbell of San Francisco research firm TKG Consulting offers advice on how to meet research objectives with less money. The following are some suggestions that can save money without impacting overall research strategy:

  • Combine complementary objectives into a single study

Take advantage of opportunities to address multiple research questions in a single qualitative research study, especially when the research objectives are complementary, but be careful not to pack too much into a single discussion. If the moderator is forced to quickly move from topic to topic, the client probably won't get the rich learning they are looking for.

  • Consider using mini groups

Mini groups are shorter (usually 90 minutes) and smaller (four to six respondents), allowing the moderator to explore complex topics while maintaining a group dynamic. Three mini groups can be conducted in one day while two is usually the limit with traditional groups. When considering mini groups, always compare the cost of conducting more focus groups in less time and the cost of conducting fewer focus groups over a longer period of time to insure that the plan is maximizing research dollars.

  • Only pay for the report you really need

Full reports are often too time-consuming to generate when companies need to move quickly and can be expensive for the client. Consider a summary or topline report, which are presented in shorter forms that are faster to read and can be prepared more quickly. Typically, a summary or topline report can be delivered in about a week or less after a project's last focus group and can save the client money.

  • Choose locations carefully

By selecting the right cities you can save as much as 10 to 15 percent off of project costs. Many cities are more expensive than others. Of course, the most important consideration is choosing locations that represent the desired consumer, but that usually leaves a range of city options with a range of costs.

  • Minimize travel costs

Selecting the right location can also impact travel costs. It is important to understand the cost of flying, hotels, transportation and dining. A two-night project in Manhattan will cost far more than the same project in the Chicago suburbs. Remote is also an option for reducing travel costs.

"Tips for controlling qualitative research costs," Kevin Kimbell