The digital transformation of marketing research has sparked a scientific debate regarding the relative validity of results obtained through traditional versus novel data collection methods. In this context, the authors have undertaken a systematic classification of both traditional and innovative marketing data collection techniques based on two key criteria: the level of researcher intervention (high/low) and the nature of the data (structured/unstructured). The article presents the methodology and findings of a three-phase empirical study conducted on a sample of Russian consumers of the Ozon marketplace. The article aims to perform a comparative analysis of data acquired via three distinct methods: in-depth interviews, online surveys, and web scraping (parsing) of consumer comments from the official Ozon community page on the social network VKontakte. To ensure robustness, the results derived from these methods were subsequently triangulated and compared against the actual transactional history of the consumers’ orders on the Ozon platform. Based on this comprehensive analysis, a detailed consumer profile was constructed. The study concludes with formulated insights into the relative effectiveness of each data collection method in addressing specific research objectives, with particular emphasis on the unique characteristics and challenges of the Russian market.