By Chantal India, on 19 January 2022
The marketing research process involves gathering information about your target audience, your competitors, and your customers in order to determine the potential success of your product or service. It is an important element of any marketing strategy as it helps you gather the right data so that your campaigns resonate with your audience. This helps you connect with potential buyers on a deeper level and, ultimately, increase your sales.
In this post, we are going to take a look at the market research process and discuss some of the benefits of conducting a thorough analysis of your target market before you release a campaign or product. We will also share a step-by-step guide and discuss some of the most commonly used marketing tools to help you get the most from your market research.
What Is Market Research?
Market research is the process of gathering information to help you better understand your target market. Techniques such as surveys, interviews, focus groups, and observations are used to determine the needs and preferences of consumers. Data can then be used to design better products, increase brand awareness, improve the user experience and, ultimately, create a marketing strategy that attracts leads and improves overall conversion rates.
The market research process is based on four essential key factors, known as the Four Ps of Marketing:
Product (good or service)
Price (how much the customer pays)
Place (where the product is marketed)
Promotion (advertising, PR, etc.)
By researching these four key elements you can gain a better understanding of who your target consumer is, what they look for in a product, what marketing techniques will resonate with them, and how much they are willing to pay for your product. You can also build a picture of what your typical buyer persona is so that you can design a marketing strategy that will help convert as many leads into sales as possible.
A typical marketing research process involves:
- Establishing research objectives
- Developing a research program
- Choosing a sample
- Gathering, organizing, and analyzing data
- Making research-based decisions
- Taking action based on insights
What Are the Benefits of Market Research?
There are a number of benefits to undertaking a marketing research process. These are centered on the three key areas of strategy, marketing, and operations.
Let’s take a look at some of the biggest benefits:
- Market research uses data to accurately define consumer behaviors, attitudes, and opinions. This helps you define your target audience. It also helps you actively listen to your customers on a personal level.
- You can use market research to test messaging and creative ads.
- User experience (UX) research can help you improve your website and generate more conversions.
- The right research can also help you define the demographics of your buyer persona so that you can design tailored strategies that focus on their needs, wants, desires and pain points. This saves you a great deal of time and money in the long run.
- Market research can help you understand what’s not working well in terms of the operational structure of your organization.
- The market research process helps you strengthen your position in the market.
- It helps you identify potential threats and opportunities, as well as those of your competitors.
Marketing Research Process in 5 Steps
Now let’s take a look at what’s involved in a typical marketing research process:
Define the problem or opportunity. Before you can start researching and collecting data, you need to understand the purpose behind the activity. What information do you want to collect? What do you hope to learn from the market research process?
Develop your market research plan. This stage is about defining how you will collect your data and what tools will work best to gather the information you need. Should you use surveys, interviews, or focus groups? What about running user tests?
Collect relevant data and information. This is where you collect the information that you will use to form your conclusions and design your marketing strategy. You should aim to collect a mixture of quantitative (numbers) and qualitative (opinions and observations) data.
Analyze data and report findings. Make sure you focus on identifying trends as opposed to analyzing specific pieces of information. Be as objective as possible – don’t look for patterns based on your assumptions.
Put your research into action. Finally, use your findings to create marketing strategies that resonate with your audience. Don’t stop there, though. Trends are constantly evolving so make sure you follow all steps of the marketing research process on a regular basis and adapt your campaigns accordingly.
Market Research Questions and Tools
We’re now going to take a look at the four most common techniques used in the market research process. Aim to use a combination of all market research tools so that you have the right balance of qualitative and quantitative data to base your conclusions on.
Surveys are a form of qualitative research that use both open and closed-ended questions to gather data. You can deliver surveys as on-screen questionnaires or via email. They are easy to put together and inexpensive to conduct. Plus, the data is easy to analyze.
In-depth interviews can help you gain a much deeper understanding of your target market. They can help you understand their needs, desires, and pain points. You can also find out what they expect from the buyer experience. You gain a lot of insight, and they can help you build empathy for your target audience.
Holding a focus group involves selecting a group of individuals from your target audience in order to have a discussion and find out their opinions on your product, service, user experience, etc. Focus groups can be a great way to gain a deeper understanding of your typical consumer, although they tend to be more expensive and time-consuming than other techniques used in the marketing research process.
Another alternative is holding an observation session, where you watch a target consumer as they engage with your product. This method is much more cost-effective, plus you get to see individuals interacting with your product in a more organic setting.