Strategic insights - The when and the why of market research
Market research is a systematic and objective process that dives deep into a specific market or target audience. Its purpose is to gather, analyze, and interpret data to unlock valuable insights and guide businesses in making informed decisions.
Every year, numerous companies embark on developing new products, services or entering new markets, fueled by the belief that it will be a huge success.
The harsh reality, yet, often reveals an entirely different story.
Only those who are equipped with trustworthy data to substantiate their business plans have the potential to reach success. This is because the invaluable insights from carefully collected data offer a crystal-clear glimpse into the efficacy of their proposed solutions to consumers' problems.
It allows them to gauge whether their innovation will capture the market or go unnoticed when introduced.
By understanding the needs and desires of their target audience, these budding ideas can be tailored to match the market pulse. Armed with this knowledge, they stand a better chance of capturing potential customers' hearts and minds.
So, if you're contemplating a new venture, however big or small, remember that data holds the key to unlocking its true potential.
An in-depth look at the term Market research
Market research is a systematic and objective process that dives deep into a specific market or target audience. Its purpose is to gather, analyze, and interpret data to unlock valuable insights and guide businesses in making informed decisions.
Market research is like a detective, using different tools to gather information and discover important insights about the market.
It can include primary research, where researchers interact directly with the audience, and secondary research, where they analyze existing data. Just as detectives blend in to gather clues, market researchers use qualitative methods to explore consumer opinions and quantitative methods to analyze the numbers.
The 4 most common types of market research, aside from looking for infromation online, are surveys, interviews, focus groups, and customer observation.
Ultimately, market research reveals the hidden secrets of markets, helping businesses decode valuable insights and make informed decisions. It’s an exciting journey of discovery that shapes successful marketing campaigns.
Gordana Lasković
Key phases in market research
- Define the research problem: In the first step of the marketing research process, you identify the research problem by determining what information you need to address a business challenge or make a decision.
- Develop a research plan: Once you define the research problem, the next step is to create a research plan. This plan outlines the specific research objectives, questions, and methods you will use for data collection and analysis.
- Collect data: The data collection phase is the third step in market research. You can accomplish this through mixed methods, such as conducting surveys, organizing focus groups, conducting interviews, or using existing data sources.
- Analyze data: After data collection, the next step is data analysis. This involves reviewing the collected data, using data processing services if needed, identifying patterns and trends, and interpreting the results.
- Present findings: The final stage of the marketing research process is presenting the research findings. This often involves creating a detailed report or sharing a presentation that highlights the key findings and recommendations based on the collected data.
When to conduct market research?
Picking the right time to conduct market research depends on various factors and your business objectives.
Here are some situations that suggest may be the right time to do market research:
Launching a new product or service
Before launching a new product, conducting market research can give you helpful insights into customer preferences, demand, and the competitive landscape.
This helps you validate your idea and ensures that you meet the needs of your target audience.
Expanding into new markets
If you’re looking to enter a new geographical area or target a different customer segment, market research can help you understand the unique characteristics, preferences, and behaviors of that market.
It helps you to adapt your strategies and offerings to meet the specific needs of your target audience.
Assessing market trends
Markets are always changing, so it’s important to stay updated on the latest trends and shifts. Conducting market research regularly helps you monitor industry changes, spot emerging opportunities, and adjust your strategies as needed.
Evaluating customer satisfaction and loyalty
Regularly assessing customer satisfaction and measuring loyalty to your brand helps you identify areas for improvement and develop retention strategies.
Market research methods like surveys, focus groups, and customer feedback analysis can offer valuable insights in this area.
Competitor analysis
Understanding your competitors' strengths, weaknesses, strategies, and market positioning is essential for staying competitive.
Market research can reveal important information about your competitors' offerings, target audiences, pricing, and marketing tactics.
Making strategic business decisions
When you face major business decisions like pricing changes, product modifications, or marketing campaigns, market research can provide data-driven insights to support your choices and reduce risks.
Strategic research timing
A clear strategic purpose is crucial in research because too much information can overwhelm individuals or groups, making it difficult for them to process and use the data effectively.
Although it may be tempting to view all information as valuable for decision-making, the truth is that much of it is irrelevant and can lead to confusion or misguided applications.
"Analysis paralysis" often arises when organizations fail to prioritize useful information aligned with goals, causing internal debates and indecisiveness.
That’s why it’s important to consider the following factors when decision-makers need research:
- When should we get the necessary information to support our decision-making?
- Once we have the information, how long is needed to analyze it before taking action?
- What are the consequences of making the wrong decision without the required information?
- What are the opportunity costs if we postpone research?
Addressing these questions is essential to determine the right timing for your research. This helps minimize potential costs and risks while ensuring informed decision-making without unnecessary delays.
Collabwriting - Shareable Notes on Web Pages and PDFs
Collabwriting allows you to gather all your online sources in one place. Just highlight, save, and collaborate with anyone on any content you find online.
Final notes
Market research is essential for understanding consumer behavior, market trends, and economic indicators.
By gathering and analyzing this priceless information, businesses can gain insights into their target audience and enhance their marketing strategies, products, and services. With this knowledge, you can tailor your approach to meet your customers' specific needs and drive success.
Now equipped with the skills to conduct impactful market research, select a template that resonates with you and get started developing your research plan.