Market Research - you've probably heard the term thrown around quite a bit recently, and while it may have stirred up a yawn (or two) at the time, it did pique your curiosity enough that you're reading this article. So what is it, exactly?

Is it pollsters calling you during The X-Files to ask whether Bill Clinton's extracurricular habits will have any effect on whom you elect to Congress? Is it the grocery-store card you caved in to getting because the deals it provided were just too good to pass up?

Yes and yes. Quite simply, if it tracks the profiles, opinions, and past behavior of a group (like your customers or constituents), revealing the reasons behind its actions (and thus predicting its future needs and behavior), it can be considered market research.

While the practice of market research may not be glamorous, the practical application of the data it provides is one of the driving forces shaping our country - like it or not. Politicians rely on it more than any other source to create public policy, and producers of food (from organic tomatoes to Cheez Whiz) adhere to it almost to the exclusion of all other data.

"Fantastic," you say. "All hail the revolution of pork barrel politics and new Coke!"

Even scarier (or more thrilling, depending on your perspective) is how market research is being used with interactive media to predict, on a person-to-person basis, the kinds of content, services, and even advertisements users will find most appealing.

Market research can do a lot more than provide rock-climbing enthusiasts with life insurance ads. It can also be a great help to you Web developers or project managers. Imagine how a thorough understanding of your users' personal characteristics, interests, needs, and technological capabilities could affect the choices you make as you develop a site. Think for a moment about the past embarrassment you could have avoided had you simply watched a few folks surf around the site before your boss presented it to his boss' boss. Also, consider how much energy you might save if you could prove that there is no market for that dreadfully boring product you're currently working on, but a huge, un-met need for that dream Web site you've always wanted to build.

These are just a few of the many reasons why you should familiarize yourself with the types of market research that are available to you as you conceive of, develop, and market Web-based products. More important, you should know when and when not to use them. And that's just what this two-part article will teach you: How to apply market research in a practical manner to develop your Web site.

In this half of the article, we'll cover the hunting and gathering of qualitative data, which involves the triple-threat use of focus groups, usability testing, and email feedback.