The Evolution and Importance of Social Research: From Philosophy to Market Insight

By: Bara’ah Al-Hyasat

Research Director and Client Service Lead

Social research systematically studies human behavior, social structures, and cultural dynamics (Babbie, 2016). Its roots lie in ancient philosophy, with thinkers like Plato, Aristotle, and Ibn Khaldun exploring the nature of society and governance. The field evolved significantly in the 19th century when Auguste Comte introduced positivism, a theory asserting that scientific approaches could be applied to understand and improve society. The core idea of positivism was that scientific methods could be used to analyze and transform social structures, ultimately leading to a better and more organized world (Revisesociology, 2025).

Social research today covers a wide range of thematic fields, including gender and women’s studies, economics and labor, education, health, governance, media and culture, urban and rural development, environmental sustainability, youth and childhood, and conflict and peace studies (Bryman, 2016). Researchers use quantitative methods such as surveys, statistical analysis, and experiments to gather measurable data. In contrast, qualitative methods like interviews, focus groups, and ethnography provide in-depth insight into lived experiences, behaviors, and perceptions (Denzin & Lincoln, 2018). These complementary approaches enable a richer understanding of complex social realities.

In the business world, social research is essential for market research. It empowers companies to understand consumer behavior, gauge brand perception, and respond to shifting cultural and demographic trends. By offering a human-centered perspective, social research helps businesses make informed, empathetic decisions that resonate with consumers. It goes beyond traditional data, uncovering the emotions and values that drive choices. Whether influencing product development or shaping public services, social research remains a critical driver of innovation, strategic insight, and lasting market success.