What Type of Market Research Participant Are You?

A lot of people think market research is about surveys and ticking boxes, but it’s actually about a whole lot more than that.

Qualitative market research, that being research focused on conversations, opinions and real-life experiences, is what Angelfish Opinions is all about. We connect people with brands and topics they’re interested in to create a research match made in heaven.

But if you haven’t taken part in market research before, you might not be sure what being a market research participant even means, what types of research are out there, or which ones would suit you best.

So, we thought we’d make it simple.

Enter our “What Type of Market Research Participant Are You?” quiz. A quick way to find out what kind of research fits your personality, and how you might like to take part.

And if you’re unsure about getting involved, don’t worry. Market research isn’t scary. In fact, a lot of our participants tell us they didn’t expect it to be so relaxed or so enjoyable. And most of them can’t wait to take part again after their first experience.

Take the quick quiz

Pick the answer that sounds most like you.

1. How do you prefer to share your opinion?

A. Talking in a group

B. One-to-one conversations

C. Typing or messaging

D. Trying something out and reacting

E. Quietly, in your own time

F. With family or friends

2. You’re asked to give feedback on a new product. You’d rather…

A. Talk it through with others

B. Have a proper one-to-one conversation

C. Share thoughts online in your own time

D. Use it and show how it works for you

E. Fill something in independently

F. Try it together with someone else

3. In a group situation, you usually…

A. Get involved and keep the conversation going

B. Listen first, then share considered thoughts

C. Prefer not to be on camera

D. Focus on what you’re doing rather than talking

E. Stay fairly quiet

F. Feel more comfortable if you know someone there

4. What sounds most appealing?

A. A lively discussion

B. A deeper conversation

C. Something flexible you can dip in and out of

D. Testing something new at home

E. A simple task you can complete quietly

F. Something interactive you can do with others

Now count up your answers…

Mostly A’s → You’re The Conversationalist

Mostly B’s → You’re The Thoughtful Thinker

Mostly C’s → You’re The Digital Explorer

Mostly D’s → You’re The Hands-On Explorer

Mostly E’s → You’re The Quiet Observer

Mostly F’s → You’re The Family Team

A mix? That’s completely normal. Just go with the one that feels most like you. There’s no right or wrong here, just different ways people like to take part.

💬 The Conversationalist

You’re talkative, lively and enjoy a good discussion. You like hearing what other people think and building on ideas.

In research sessions, you’re often the one who helps keep things flowing and brings energy to the room.

Best suited to:

Focus groups
In-person interviews
Friendship pair sessions

Why it works:

You get to share your views in a dynamic setting, and your reactions often help researchers explore ideas more deeply.

🧘 The Thoughtful Thinker

You like to take your time and think things through. You’re not in a rush to answer and prefer a more considered approach.

You’re the type of participant who gives detailed, reflective responses that go beyond surface-level opinions.

Best suited to:

One-to-one interviews, such as in-home interviews
Online diaries or homework tasks
UX sessions that involve reflection

Why it works:

You can go into detail without feeling rushed, and your responses often bring real depth to research.

📱 The Digital Explorer

You’re comfortable online and like flexibility. You’d rather type your thoughts than say them out loud, and you like being able to take part in your own time.

You’re often more engaged in formats where you can dip in and out rather than sit in a fixed session.

Best suited to:

Why it works:

You can take part when it suits you, often from your sofa, while still shaping how digital products and services are designed.

🧪 The Hands-On Explorer

You like to try things for yourself. You’re curious, practical and enjoy getting stuck in.

In research, you’re the person who gives honest, real-world feedback based on actual experience.

Best suited to:

Why it works:

You’re not just talking about something, you’re using it. That makes your feedback incredibly valuable.

🕵️‍♀️ The Quiet Observer

You prefer low-pressure environments and doing things independently. You’re happy to share your opinion, just not always in a group.

You’re often more comfortable when you have time and space to respond in your own way.

Best suited to:

Online surveys
Remote user research
Usability testing without group interaction

Why it works:

You can take part without cameras or conversations and still have a real impact.

👨‍👩‍👧 The Family Team

You enjoy shared experiences and getting others involved, especially when it comes to family or friends.

You’re often interested in how products and services work in real life, not just for you, but for the people around you.

Best suited to:

Parent and child interviews
Friendship pair sessions

Why it works:

It’s interactive, relaxed and often a bit of fun. It also helps brands understand how things work in real households.

You’re probably a mix and that’s a good thing

Most people don’t fit neatly into one category.

You might enjoy a group discussion one day and a quiet task the next. It often depends on the topic, your mood, or how much time you have.

The good thing about market research is that there are lots of different ways to take part, so you can find what works for you.

What is market research actually like?

If you’ve never taken part before, it’s easy to assume it might feel formal or a bit intimidating.

In reality, it’s usually the opposite.

Sessions are designed to feel relaxed and natural. There are no right or wrong answers, and you’re not expected to be an expert. Researchers just want to understand how people think, feel and behave in real life.

At Angelfish Opinions, we don’t run the sessions ourselves. Our role is to connect you with the right studies and the right clients. We make sure you’re matched to something relevant and that you have all the information you need before taking part.

As one of our participants, Femi, put it:

“I had a fantastic experience with Angelfish. The team communicated everything clearly, kept me well informed, and made the whole study feel easy and enjoyable. I couldn’t have asked for better support.”

That’s the experience we aim to create every time.