There are two kinds of consumer buying behaviour - qualitative or quantitative. Qualitative analysis involve asking a handful of consumers, a lot of detailed questions. Quantitative studies involve asking many consumers, only a few questions. Quantitative analysis is the better choice for determining the market for launching a totally new product, since you only need to find out if people would buy it. If you are improvising a product, or making a similar one, a qualitative study would allow you to gain more in-depth information.