Marketing research agencies use a variety of methodologies, which can be broadly categorized into quantitative and qualitative research. Quantitative research methods, such as surveys, experiments, and secondary data analysis, focus on collecting and analyzing numerical data. Qualitative research methods, such as focus groups, in-depth interviews, and ethnographic studies, aim to gather in-depth insights into consumer behavior, motivations, and perceptions. Many agencies employ a mix of both methodologies to provide a comprehensive understanding of the market.