Custom Design for Research Needs That Don't Fit Standard Templates

Manage your multi-phase or multi-layered projects that can't be solved with a single research type through expert-supported setups. Shape the research architecture to your needs, keep control in your hands.

Custom research is a research type developed for projects that require multiple methodologies, complex segmentation, or multi-phase design that standard research templates don't cover. Sorbunu combines expert support with self-serve infrastructure to offer brands, agencies, and research teams a more flexible research architecture.

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Not Every Research Question Fits a Ready-Made Template

The standard research types on Sorbunu (concept testing, pricing research, ad testing, brand perception tracking, customer satisfaction, usage habits) are designed to support specific strategic decisions. Most research needs are met by one of these structures.

But sometimes the question is more complex. During a launch process, you may need to test the concept, price, and packaging message all within the same project. You may need to route different question flows to different segments, build branching structures, or create a multi-phase measurement plan. You may need to work across multiple markets or languages, conduct multi-segment analysis with large samples, or apply non-standard methodologies.

Custom research exists precisely for these situations. It shapes the research architecture according to the question, extends the structure offered by standard templates, or combines multiple structures under a single project umbrella.

When Is This Research Type Needed?

It's easier to see when custom research should come into play through a few concrete scenarios.

Multi-dimensional launch project:

You're launching a new product. You want to test the concept's appeal first, then validate the price range, then measure the packaging message. Three different research types, but all part of the same launch decision. Managing these in a single project architecture rather than setting them up separately may be more efficient.

Branching question flow:

In your research, you need to route different questions to different participants. For example, product perception questions to segment A, pricing questions to segment B, communication questions to segment C. Standard templates work with a single flow; branching structures require custom design.

Multi-phase or periodic structure:

You want to do a general screening in the first phase, then conduct in-depth measurement with a specific segment in the second phase, or repeat the same research at different periods to collect comparative data.

Large-scale or multi-market project:

Projects that need to work across multiple countries or languages with large samples require more coordination than standard structures.

Expert Support Is Built Into the Process

In complex research, the right design comes before the collected data. A poorly designed study produces useless results no matter how quickly it's completed.

In custom research projects, the Sorbunu team can provide support at different stages of the research:

Clarifying the research objective and strategic question

Methodology selection and research architecture design

Sample plan, quota structure, and segment definitions

Question flow and branching logic

Results interpretation and reporting approach

The scope of this support varies by project. In some projects, brief consulting at the design stage is sufficient, while others may require end-to-end project management. Teams keep control; expert support activates at the points where it's needed.

Consolidate Needs from Different Departments Under One Roof

In large organizations, research needs typically come from multiple departments. The marketing team wants pre-campaign testing, the product team wants concept feedback, finance wants price validation, and the customer experience team may seek satisfaction data.

When these needs are designed separately, coordination burden increases, timelines extend, and outputs don't speak to each other. With the custom research structure, you can consolidate different departments' needs in a single project architecture. This way, you get answers to different questions from the same target audience and share outputs in a consistent framework.

This structure creates an efficient working model especially for enterprise brands and organizations with multi-departmental research needs. But smaller teams can also benefit from custom design when they want to combine multiple questions in a single project.

When Is This the Right Research Type?

Choose custom research when:

None of the standard research types addresses your question on its own
You want to combine multiple research needs within a single project
Branching flows, multi-segment structures, or multi-phase measurement plans are needed
You need to work across multiple markets or languages
You need expert support in methodology design

Start with standard research types when:

Your question is clear and single-dimensional (e.g., "does this concept generate interest?" or "what's our NPS?") — standard templates are usually sufficient
If you're conducting research for the first time, starting with a standard structure and transitioning to custom design as needed may be more efficient

How It Differs from Sibling Research Types

Custom research vs standard research types:

Standard types (concept testing, pricing research, ad testing, etc.) are ready-made structures designed to answer a specific strategic question. Custom research is a flexible architecture that goes beyond these structures, combining multiple questions or methodologies in the same project.

When is custom research more appropriate than standard types?

When designs that can't be solved with a single question, span multiple dimensions, or don't fit standard flows are needed. For example, the need to "test concept, price, and message in the same project" falls into custom research territory.

Is custom research more expensive or slower?

It depends on the setup's complexity. Some custom projects are more comprehensive than standard structures, but Sorbunu's self-serve infrastructure significantly reduces time and cost compared to traditional agency models. Simpler custom setups can be completed in similar timeframes to standard research.

Frequently Asked Questions

These are custom research projects designed according to needs that can't be solved with standard research templates. They may include multiple methodologies, target audiences, or phases. Branching flows, multi-segment structures, and expert-supported design fall within this scope.

When standard types aren't enough, when multiple research needs converge in a single project, when branching flows or multi-phase measurement are required. Additionally, multi-market, multi-language, or large-sample projects may also require custom design.

No. In some custom projects, brief consulting at the design stage is sufficient, while others may require end-to-end project management. The scope of support is determined by the project's complexity.

Yes. Many projects start with a standard type and transition to custom design in the next phase. For example, you can start with a standard concept test and design a more in-depth custom study based on the results.

Yes. Custom research doesn't necessarily mean a large and expensive project. A startup or small team can also use custom design when they want to combine multiple questions in a single project. Scope and sample are adjusted to needs.

First, the need and research architecture are clarified. Then methodology, sample, and flow are designed. The project is executed through fieldwork and reporting plans. Results can be tracked wave by wave or module by module.

Delivered through live dashboard, exportable reports, and project-based shareable outputs. Reporting format can be customized according to the setup's structure.

Let's design your research needs that don't fit standard templates together.

Combine multiple methodologies, complex segmentation, and expert support in a single project structure.