Exploratory vs. Descriptive research: What’s the difference?

Research design methodologies vary significantly. Different types of frameworks help researchers gather the most reliable data across all fields of study. These varied frameworks exist because research is not a one-and-done task; it’s a multi-stage process that needs to be conducted with consideration to collect the most reliable data.

Two of the most common research methods you may see here are ‘exploratory’ and ‘descriptive’. But for the uninitiated, what are these, and, importantly, what are their similarities and differences? In this article, we’ll cover both of these research types and introduce what you need to know about them. 

What is exploratory research? 

Exploratory research can be filed under the ‘getting to know’ category of data collection. Also known as ‘discovery’ research, this type of research methodology sets the groundwork for a research project. The first research steps you’ll take in a project come under the exploratory stage. This also means going into an area or topic without any preconceived biases or hypotheses—the aim is to explore.

So, what does this look like when in action? Exploratory research aims to understand the full landscape of what you’re exploring and see if further research is feasible. This means looking at and identifying everything that could impact the research point you’re exploring. Think of things like variables, specific insights, limitations, honing in on definitions, and understanding and focusing on the research intent of the project you’re undertaking. 

You’re essentially looking at all the different things that affect the area of research you’re focusing on and getting a better understanding of them before taking further research steps. In the early stages of a research project, things may be a little vague without clear definitions. Exploratory research can be used to develop future hypotheses by narrowing down areas of interest or potential problems or ambiguities to be solved.

Exploratory research shouldn’t be used on its own to draw conclusions. It should always be the precursor for future, more defined research activity.

Use case of exploratory research

Here’s an example of exploratory research in action:

What’s the scenario? A tech company is considering entering the wearable technology market. However, it is unsure about consumer preferences and what potential product features it should prioritize.

What’s the objective? To gain insights and understand consumer needs, preferences, and behaviors related to wearable technology through exploratory research methods.

What’s the outcome? The company gathers qualitative data that helps shape its product development strategy and identifies key areas for further investigation. Exploratory research helps the company uncover new insights and form hypotheses about the market. It's a first step in understanding a new product market; however, the company does not seek definitive answers. Rather, it wants to identify potential opportunities and challenges.

What is descriptive research? 

Descriptive research is the next step in a research project. It takes what was discovered in the exploratory phase and aims to ‘learn more’ about the areas of interest that were identified. This research stage has a more narrow focus compared to exploratory research, with defined points of measurement used to delve further into the research area. The objective here is to describe what is happening rather than to test anything out. Any data collected needs to be accurate in order to do this effectively.

As the name indicates, descriptive research aims to 'describe' the characteristics of what you're researching. These characteristics include things like certain phenomena, situations, problems and/or relationships, which are explored in more detail when compared to the exploratory research stage. 

In some fields, ‘descriptive’ may have a narrower connotation. For instance, if you calculate percentages from a survey, this might fall under 'descriptive' statistics. If you then manipulate variables and analyze their effects, this would go beyond the descriptive stage into experimental research.

As more is known about the research area in the descriptive stage, predefined questions and variables are used as a framework for the research. As such, this stage uses hypotheses to better understand what is going on.

Use case of descriptive research

Here’s an example of descriptive research in action:

What’s the scenario? A retail chain wants to understand the shopping habits of its customers so that it can improve store layouts, as well as its product offerings.

What’s the objective? To describe the shopping behaviors and demographics of the store's customers.

What’s the outcome? The company obtains quantitative data that provides a clear picture of customer behaviors and preferences. Descriptive research in this scenario offers a detailed and factual depiction of the current state of customer behavior. This helps the company understand specific patterns and trends, meaning they can make informed decisions about store layouts and product placements.

Key differences between exploratory vs. descriptive research

As we’ve discussed in the previous sections of this article, exploratory and descriptive research are two separate stages in an overall research project. They are complementary research styles that are significantly different from each other. To sum up:

• Exploratory research aims to ‘explore’ a research area, to gain insights and further understanding.
• Descriptive research, on the other hand, aims to ‘describe’ the research area previously explored, and narrow the focus in order to establish definitions about the said area.

Let’s break this down and explore some of the key differences between the two:

Conclusion

Exploratory and descriptive research both offer valuable frameworks to better understand a research topic. Both are essential in order to undertake research effectively. This is because of what each methodology aims to uncover—exploring vs. describing. Understanding each, along with their similarities and differences, means researchers can design their research projects to be more robust and efficient.

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