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Market research templates: what they are and how to use them.

18 min read Interested in market research but need some templates to start with? In this guide, we unpack market research, survey planning best practice and share some of our best templates for brand, customer, product and employee research.

What is a market research template?

While you’re no doubt familiar with the concept of market research and how it can help you to reach your target audiences and improve your product or service , the real challenge is designing a market research plan that is conducive to excellent results.

All of this starts with the right market research template(s) to help you analyze specific target audiences, collect the right data and uncover insights that can drive actionable change.

In this article, we’re going to:

• talk about market research and its use cases,
• provide you with a standard template that allows you to plan your research,
• and share several other templates to help you with specific types of market research

You can also check out our free template library.

But first, let’s revisit market research.

What is market research?

Market research is the process of determining the viability of a new service or product through surveys and questionnaires with prospects and/or customers. It involves gathering information about market needs and prospect/customer preferences .

Through market research, you can discover and/or refine your target market, get opinions and feedback on what you provide to them and uncover further prospect/customer pain points and expectations of your service or product .

Market research can be conducted in-house, either by you and your research team, or through a third-party company that specializes in it (they will typically have their own research panels or be capable of creating a research panel to suit your requirements).

The four common types of market research

There are lots of different ways to conduct market research to collect customer data and feedback , test product concepts , and do brand research, but the four most common are:

The most commonly used form of market research, surveys are a form of qualitative research that asks respondents a series of open or closed-ended questions , delivered either as an on-screen questionnaire or email.

Surveys are incredibly popular because they’re cheap, easy to produce, and can capture data very quickly, leading to faster insights.

2) Focus groups

Why not bring together a carefully selected group of people in your target market using focus groups? Though more expensive and complex than surveys and interviews, focus groups can offer deeper insight into prospect and customer behavior – from how users experience your products and services to what marketing messages really resonate with them.

Of course, as a market research method that’s reliant on a moderator to steer conversation, it can be subject to bias (as different moderators might have preferred questions or be more forceful) and if you cut corners (not asking all the necessary questions or making assumptions based on responses), the data could get skewed.

3) Observation

As if you were a fly-on-the-wall, the observation market research method can be incredibly powerful. Rather than interviewing or surveying users, you simply take notes while someone from your target market/target audience engages with your product . How are they using it? What are they struggling with? Do they look as though they have concerns?

Observing your target audience/target market in this fashion is a great alternative to the other more traditional methods on this list. It’s less expensive and far more natural as it isn’t guided by a moderator or a predefined set of questions. The only issue is that you can’t get feedback directly from the mouth of the user, so it’s worth combining this type of research with interviews, surveys, and/or focus groups.

4) Interviews

Interviews allow for face-to-face discussions (both in-person and virtually), allowing for more natural conversations with participants.

For gleaning deeper insights (especially with non-verbal cues giving greater weight to opinions), there’s nothing better than face-to-face interviews. Any kind of interview will provide excellent information, helping you to better understand your prospects and target audience/target market.

Use cases for market research

When you want to understand your prospects and/or customers, but have no existing data to set a benchmark – or want to improve your products and services quickly – market research is often the go-to.

Market research (as mentioned above), helps you to discover how prospects and customers feel about your products and services, as well as what they would like to see .

But there are more use cases and benefits to market research than the above.

Reduce risk of product and business failure

With any new venture, there’s no guarantee that the new idea will be successful. As such, it’s up to you to establish the market’s appetite for your product or service. The easiest way to do this is through market research – you can understand the challenges prospects face and quickly identify where you can help. With the data from your market survey, you can then create a solution that addresses the needs and expectations of would-be customers.

Forecast future trends

Market research doesn’t just help you to understand the current market – it also helps you to forecast future needs. As you conduct your research and analyze the findings, you can identify trends – for example, how brands and businesses are adopting new technology to improve customer experiences or how sustainability is becoming a core focus for packaging. Whatever it is you’re looking to understand about the future of business in your market, comprehensive market research can help you to identify it.

Stay ahead of the competition

Understanding your market and what prospects and customers want from you will help to keep you ahead of the competition . The fact is that the top businesses frequently invest in market research to get an edge, and those that don’t tap into the insights of their audience are missing low-hanging fruit.

As well as helping you to stay in front, you can also use market research to identify gaps in the market, e.g. your competitors’ strengths and weaknesses . Just have participants answer questions about competitor products/services – or even use the products/services – and work out how you can refine your offerings to address these issues.

Plan more strategically

What’s the foundation of your business strategy? If it’s based on evidence, e.g. what people expect of your products and services, it’ll be much easier to deliver something that works. Rather than making assumptions about what you should do, market research gives you a clear, concrete understanding of what people want to see.

Check out our guide to market research for a more comprehensive breakdown.

How do you write a market research plan/template?

A market research plan is very similar to a brief in that it documents the most vital information and steps about your project. Consider it a blueprint that outlines your main objective (summary), key questions and outcomes, target audience and size, your timeline, budget, and other key variables.

Let’s talk about them in more detail.

Elements of a great market research plan

1) overview or summary.

Use the first section of your market research plan to outline the background to the problem that you are attempting to solve (this is usually your problem statement or problem question). Include background information on the study’s purpose and the business to provide context to those who would read the report, as well as the need for the research. Keep the overview simple and concise; focus on the most salient elements.

2) Objectives

What is it that you hope to achieve with this survey? Your objectives are the most important part of the survey. Make sure to list 3-5 of the decisions or initiatives that the research will influence.

For example:

Understand the most-used channels for customer engagement and purchasing to decide where to prioritize marketing and sales budget in Q1 2022. Determine what’s causing customer churn at the later stages of the buyer journey and implement a new retention and sales strategy to address it.

Your objectives should be smart, that is: Specific, Measurable, Attainable, Relevant, and Timely.

3) Deliverables (or outcomes)

This section should focus on what you expect to have at the end of the project. How many responses are you looking for? How will the data be presented? Who will the data be shared with? (Stakeholders, executives) What are your next steps? Make sure you state how you will collect and analyze the data once it’s available.

Products such as Qualtrics CoreXM make this process fast and incredibly easy to do, drastically reducing the time to insights so you can make more meaningful changes, faster.

4) Target audience

Not to be confused with your market research sample, your target audience represents who you want to research. Of course, your sample may include ideal buyers from your target audience. Here you want to define the main variables or factors of your audience: demographic , age, location , product interaction, experience, and so on. It’s worth building out your buyer personas (if you haven’t already) and including a quick breakdown of them here.

5) Sample plan

How many participants do you want to research and what kind of groups do you want to reach? Depending on these two variables, you may have to use qualitative, quantitative , or multi-method approaches.

6) Research methods

What methods will you use in your market research project? The insights (and the granularity of those insights) will depend on the methods and tools you choose. For example, and as mentioned earlier, surveys are often the go-to for many organizations as they’re affordable and straightforward, but if you want to get more personal views from your respondents, one-to-one interviews might be more applicable. You might even want to take a hands-off approach and simply observe participants as they use your products, or try a combination of research methods. Make sure to outline what methods you will use as part of your research plan.

7) Timeline

How long will your research project run? It’s worth putting together a Gantt chart to highlight key milestones in the project, along with dependencies, and to break down tasks as much as possible. Schedule in contingency time in case some tasks or research runs over – or you need more responses.

Set a budget for the overall program and list it in your plan. Though this might be the most difficult aspect of any research plan, it helps you to be more strategic about tasks and hold people accountable at each stage of the process. If costs go over, that’s good to know for future market research. If costs are lower than anticipated, you then have the opportunity to do further research or prop up other areas of the study.

9) Ethical concerns or conflicts of interest

One of the most important parts of your market research plan, you should highlight any ethical concerns. To begin with, it’s your duty to state whether or not responses will be kept confidential and anonymous as part of the study. It’s also important to allow participants to remain anonymous and ensure you protect their privacy at all times.

Another issue to consider is stereotyping. Any analysis of real populations needs to make approximations and place individuals into groups, but if conducted irresponsibly, stereotyping can lead to undesirable results.

Lastly, conflicts of interest – it may be that researchers have interests in the outcome of the project that lead to a personal advantage that might compromise the integrity of your market research project. You should clearly state in your market research report that any potential conflicts of interest are highlighted and addressed before continuing.

But I want a faster solution!

Well, there’s a quicker and far easier way to do all of the above and get the data you need – just use a market research survey template. In our next section, we’re going to share a whole list of templates that you can use.

Free market research survey templates

No matter what kind of research you want to conduct, we have templates that will remove the complexity of the task and empower you to get more from your data. Below we’ve compiled a list of templates for four key experience areas: Brand , Customer , Employee , and Product .

All of our research templates are free. All you need to do is sign up for a free Qualtrics account to access them.

Brand experience market research templates:

• Logo testing : Collect feedback to help you evaluate and iterate on your logo designs and concepts
• Brand awareness : Track the level of brand awareness in your target market, including current and potential future customers
• Ad testing : Evaluate your consumers’ reaction to an advertisement so you know which campaigns to deploy before you invest
• A/B testing : Quickly and easily compare to versions or options in a study, whether it’s a design, headline, color palette or a mock-up of your latest ad campaign

Customer experience market research templates

• Student satisfaction : Gather feedback on how your institution is delivering on the student experience
• Net promoter score (NPS) : Measure customer loyalty and understand how they feel about your product or service using one of the world’s best-recognized metrics
• Customer satisfaction : Evaluate how satisfied your customers are with your company, including the products and services you provide, and how they are treated when they buy from you
• Customer service : Gain insights into the contact center experience, so you can achieve and maintain optimum levels of customer experience (CX) performance
• Event feedback : Measure the effectiveness of your events and how well they meet attendee expectations so that you can continuously improve your offering
• IT help desk : Understand how satisfied your employees and customers are with your IT help desk experience
• Website suggestion box : Collect visitor feedback on how your website can be improved
• Website satisfaction : Find out how satisfied visitors are with your website’s design, usability, and performance
• Store purchase feedback : Capture customer experience data at the point of purchase to help you improve the in-store experience
• Online purchase feedback : Find out how well your online shopping experience performs against customer needs and expectations

Employee experience market research templates

• Employee satisfaction : Get an overview of your current employee experience
• Manager feedback : Improve your skills as a leader with valuable feedback from your team
• Employee engagement : Find out how employees find the current experience at your workplace with this entry-level engagement survey
• Employee exit interview : Understand why your employees are leaving and how they’ll speak about your company once they’re gone with this survey template
• Employee onboarding : Improve your onboarding program by understanding what’s working and what’s not
• Team event planning : Collect inputs from employees to plan a team event that works for everyone
• Meeting feedback : Check-in with team members after a meeting to see how well your company is running and what improvements can be made
• Interview feedback : Improve your candidate experience by gathering actionable insights about the interview process
• Employee suggestion box : Gather anonymous data to help address concerns and improve the employee experience in your organization
• Candidate experience : Improve your candidate experience to increase brand perception, offer acceptance rates, and hiring process efficiency with this single-touchpoint survey template
• Employee suggestion action : Take employee feedback a step further by working with your staff to quantify solutions based on their experience data

Product experience market research templates

• Product research : Evaluate your consumers’ reaction to a new product or product feature across every stage of the product development journey
• Pricing : Understand how to set the exact price point for your product or service, according to your target consumers
• Feature prioritization : Compare and contrast product features using conjoint analysis to find the optimal mix for your customers
• Product package testing : Collect feedback on your product packaging to see how well it meets the needs and expectations of your customers

Armed with the right market research templates, getting the information you need across brand, product, customer and employee disciplines — as well as beyond — is significantly easier.

But if you want help putting together complex market research and scaling your in-house research team to get agile insights, check out our guide to building an agile research function.

Insights are more important than ever, especially during times of change, but building a great team takes a lot of time and money.

In our eBook, we’ll explain how you can:

• Scale your research team
• Build a smart partner strategy
• Ensure you have the right technology for market research and data analysis

Tackle your market research with our agile market research eBook

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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19 Best Free Marketing & Sales Templates for Microsoft Excel

Published: January 15, 2024

In my experience, sales and marketing Excel templates can help you expedite your data analysis and reporting.

To help those of you looking for a way to sharpen your Microsoft Excel skills , I've put together a detailed list of templates you can start using to simplify your sales and marketing tasks.

10 Excel Marketing Templates

Tell us a little about yourself below to gain access today:.

Jump ahead:

Marketing Excel Templates

Sales excel templates, project management excel templates, free excel spreadsheet templates.

• Marketing Planner Excel Template
• Excel Marketing Budget Templates
• Marketing Dashboard for Excel
• Excel Monthly Marketing Reporting Template
• SMART Goal Excel Marketing Template
• Excel On-Page SEO Template
• Google Ads Campaign Excel Tracker
• Excel Lead Tracker Template
• Excel Sales Conversion and Close Rate Calculator
• Excel KPI Dashboard Template
• Excel Ecommerce Planning Template
• Excel Contact List Template
• Excel Sales Forecasting Template
• Excel Sales Metrics Calculator Template
• Excel Social Media Planning Template
• Excel Blog Editorial Calendar Template
• Excel Work Log Template
• Excel Social Media Content Calendar Template
• Excel Product Launch Plan Template

Why use sales and marketing Excel templates?

Many of us can recall a time in high school when we were sitting in math class and thinking, “When am I ever going to use this stuff in the real world?”

And then we suddenly find ourselves in the real world, only to realize that numbers do play a pivotal role in what we do. At least that’s true for me when it comes to digital marketing and sales.

The trouble is, many Excel templates and spreadsheets are riddled with numbers and formulas that aren’t all that inviting. And making them from scratch can be especially intimidating.

While I won't argue with that, I will say that the advantages of using Excel to organize information and streamline tasks are unparalleled.

Free Excel Marketing Templates

10 free templates to help you master marketing with Excel.

• Marketing Reporting Template
• Email Planning Template
• SEO Template

You're all set!

Click this link to access this resource at any time.

Benefits of Microsoft Excel Templates

Microsoft Excel has many capabilities, formulas, and shortcuts :

• It stores data and has tools for data analysis.
• It performs calculations and allows you to use code for automation.
• It allows you to create social media schedules, editorial calendars, campaign trackers, and more.

Before I start talking about all things Excel templates, now’s your chance to refresh your knowledge with this helpful crash course on Microsoft Excel fundamentals .

Whether you need a source-of-truth for stakeholders to look at or a way to track the progress on a specific marketing plan or campaign, here’s a list of my favorite Excel templates to help get the job done.

1. Marketing Planner Excel Template

Download Your Free Excel Marketing Planner Template

This marketing planner template for Excel contains everything you need to plan a wide variety of email marketing campaigns . It contains specific columns for the emails’ topic, owner, status, and subject line.

You can supplement this template with a full-on marketing plan , written in Word or Google Docs format.

What I like: You can easily use this template to plan any other progressive marketing effort, such as blogging, content writing, or social media marketing. Simply change the titles of the columns to fit your specific marketing plan, and use the column to the left to track the dates of implementation.

Featured Resource: Microsoft Word Marketing Plan Template

Download Now

2. Excel Marketing Budget Templates

Download Free Marketing Budget Templates for Excel

If you want to avoid a budgeting mess at the end of the month or quarter, take a look at this collection of marketing budget templates designed to help you better organize your marketing spend.

Check out the master marketing budget template which allows you to generate a high-level visualization of your monthly and quarterly marketing budget.

What I like: From product marketing and website redesign to content marketing and events, these templates serve as a guide for marketers to visualize and track their expenses to avoid overspending.

3. Marketing Dashboard for Excel

Download Your Free Excel Marketing Dashboard

This particular tool allows you to enter metrics by campaign to auto-populate visual and easy-to-read charts. As a result, you can visualize the effectiveness of spending and activity across multiple initiatives.

You can also track the progress of different campaigns and marketing efforts, such as website content and email marketing, as well as ad spend and sales by platform.

What I like: There is no shortage of data to monitor when it comes to marketing. This template makes it easy to understand your marketing ROI and prove the effectiveness of your campaigns to stakeholders and leaders at your company.

4. Excel Monthly Marketing Reporting Template

Download Free Excel Marketing Reporting Templates

To simplify your reporting, check out these monthly marketing metrics templates and the corresponding PowerPoint template. Each month, you can update them quickly and easily to reflect your monthly visits, leads, customers, and conversion rates.

From there, you'll have everything you need to track and report on which channels are performing best.

What I like: I mean, come on — is there a feeling sweeter than hitting all of your goals for the month? Leadership loves to see ROI, and these spreadsheets can prepare comprehensive reports of your marketing metrics to send to your boss.

5. SMART Goal Excel Marketing Template

Download Your Free Excel SMART Goal Template

Whether you're planning for a new year, quarter, or month, defining a clear set of goals is critical for driving the direction of your marketing efforts..

Start with these SMART goal planning templates . Rooted in specificity, measurability, attainability, relevancy, and timeliness, these templates will help you set your team up for success.

What I like: Its user-friendly and readable format makes it one of the most shareable options on this list. You can easily send it over to your stakeholders without worrying about formatting.

6. Excel On-Page SEO Template

Download Your Free Excel SEO Marketing Template

When it comes to SEO , there‘s a lot for marketers to remember to see results.If you’re looking for the light at the end of the tunnel, pull up this handy SEO template created in Excel .

Designed to make the process of managing your SEO efforts a whole lot easier, marketers can use this template to guide their strategy step-by-step or pass it off to their webmaster to serve as a helpful guide.

What I like: This template focuses on keywords and SEO best practices, while also providing tips and tricks to identify nuances and increase productivity.

7. Google Ads Campaign Excel Tracker

Download Your Free Excel PPC Campaign Tracker

If you’re doing your Google Ads campaigns right, they probably aren't “walks in the park.” This Google Ads tracking template is a marketing campaign template that can keep you on top of your Google Ads game.

It‘ll help you catch mistakes and implement best practices across all the different campaigns and ad groups you’re running — for the top, middle, and bottom of the funnel.

What I like: It’s a perfect complement to that SEO template you've started using. Plus, this tracker will help you get the most bang for your buck from all of those ad campaigns you’re running.

8. Excel Lead Tracker Template

Download Your Free Excel Marketing Template for Lead Tracking

It's no secret that sales and marketing have a pretty rocky relationship history.

With this customizable lead tracking template in your toolbox, you'll have the information you need to reduce tension and define a concrete monthly lead generation goal. You’ll also be able to track and measure the success of specific lead generation channels and keep close tabs on your current sales close rates.

What I like: You can easily supplement this lead tracker with a marketing-sales SLA template to better align your sales and marketing teams — and get one step closer to crushing your goals.

Featured Resource: Microsoft Word SLA Template for Marketing & Sales

9. excel sales conversion and close rate calculator.

Download Your Free Excel Conversion Calculator

You have to set a conversion goal, but you don't know where to start. It sounds like you could use a hand in calculating your leads and traffic goals. Luckily, there's an Excel template for that .

What I like: You won’t have to sort through these numbers on your own. This template will take care of the math and give you a clear picture of what you need to accomplish to achieve your conversion goals.

10. Excel KPI Dashboard Template

Download Your Free Excel KPI Dashboard

If you’re a fan of the monthly metrics template, you might want to grab a copy of this template as well. The essential KPI tracker, shown above, takes the metrics your marketing team has agreed to track and describes them in more detail.

What I like: Using this template, you can assign specific employees to each KPI, define the frequency at which you'll monitor each KPI’s performance, and assign each KPI a color that reflects the quality of that KPI’s performance.

For example: Let’s say one of my company’s KPIs is organic traffic. I could set up my template such that 100 page views per month are red (poor performance), 500 page views per month are yellow (stable performance), and 1000 page views per month are green (great performance).

Sales is a number-heavy field. Whether we’re talking about sales goals or closed-won ratios, here are a few of my top templates to help expedite the process.

11. Excel Ecommerce Planning Template

Download Your Free Excel Ecommerce Planner Template

Ecommerce stores come with many moving parts. This template, which also includes an ecommerce sales plan and go-to-market template, includes dedicated space for each of your ecommerce vendors.

The kit also includes a marketing plan that guides you through market research, target market analysis, channels and vendors, and more.

What I like: Once your ecommerce store is live and running, you can use the conversion template to track performance across vendors and platforms where products are listed to give you a holistic view of your efforts.

12. Excel Contact List Template

Download Your Free Excel Contact List Template

In a business, the most important people are your customer or client base. Although your current customers constantly need to be nurtured, focusing on your contact or prospect list is also essential.

The information needed to build a prospect list is elementary. You can use this template to start building this list with the person's name, title and company, location, and contact information. Additional information could include their industry, employee size, company description, and pain points.

What I like: Once you’ve used a template like this one, you’re ready to upgrade to a CRM , which stores the same information in a more user-friendly format.

13. Excel Sales Forecasting Template

Download Your Free Excel Template for Sales Forecasting

Sales forecasting is similar to weather forecasting. Without the proper tools, it’s impossible to get an accurate idea of what’s ahead.

Excel sales forecasting helps with business planning, budgeting, and risk management. Using this template will help you track business sales, accurately predict your sales revenue, and plan for future growth.

What I like: Sales forecasting is challenging, but this spreadsheet formula makes the process easier. Ultimately, it helps strengthen the sales strategy that you build for your company.

14. Excel Sales Metrics Calculator Template

Download Your Free Excel Sales Metrics Calculator

Sales are complex. Once you add sales metrics into the picture, the complications increase.

Not only does this template help you keep track of sales, but it keeps track of your salespeople too. With the sales metrics calculator template, you can calculate customer retention rate, win rates, product revenue, and employee turnover rate.

What I like: I know there are many numbers and figures to calculate, track, record, and document when it comes to sales. This interactive Excel spreadsheet will help you get the job done.

Specific projects require a specific setup, but sometimes, the setup itself can be the most exhausting part. I’ve compiled the following templates to help you manage general projects and track your progress for specific tasks.

15. Excel Social Media Planning Template

Download Your Free Excel Social Media Planner

You might already use a social media scheduler to manage and publish your posts every week, but you still need a place to draft your social copy and decide which posts will go to which social networks.

This social media posting schedule allows you to draft each social post — the time it will post, the message you want to publish, and any link you want to accompany your message (blog post, registration page, an ebook landing page, etc).

What I like: Most social media schedulers allow you to upload social post copy in bulk from a spreadsheet. Once you've drafted all of your social posts for the week, month, or quarter, you can easily sort them by social network and import them into your social media platform of choice.

16. Excel Blog Editorial Calendar Template

Download Your Free Excel Editorial Calendar Template

Blogging plays a significant role in your ability to attract visitors and leads to your website. But managing a blog is one of those responsibilities that's easier said than done.

Use this editorial calendar template as the starting point for keeping track of all of your business‘ content. It’ll help you be more mindful of topic selection, buyer personas, keyword inclusions, and CTA alignment.

What I like: When I’m struggling with ideation, consistency, or simply just lacking organization, an editorial calendar helps me refocus my blogging efforts to generate even more traffic and leads.

17. Excel Work Log Template

Download Your Free Excel Work Log Template

How do you keep track of the day-to-day progress of your company, especially when there are people, tasks, and timelines to monitor? A work log template is essential to keeping track.

This template provides you with a project overview that makes tracking easier than ever. The work log template tracks tasks, time, status, and comments.

What I like: If you’re not ready to commit to a project management software , you can still monitor the life cycle and progress of your projects with this spreadsheet.

18. Excel Social Media Content Calendar Template

Download Your Free Excel Social Media Calendar

Since you’re probably generating tons of clicks from your Google Ads campaigns and writing amazing content, I’d imagine you'll need some help figuring out how to spread the love on social media.

The social media calendar template is the perfect resource for helping you scale and streamline your social media marketing.

What I like: When you use Excel to break out separate worksheets for each social network you‘re using, you’ll be able to keep a repository of content ideas, so you‘re never struck by writer’s block and always have something to post.

19. Excel Product Launch Plan Template

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Tired of struggling with spreadsheets? These free Microsoft Excel templates can help.

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The Ultimate Guide to Market Research [+Free Templates]

A comprehensive guide on Market Research with tools, examples of brands winning with research, and templates for surveys, focus groups + presentation template.

Rakefet is the CMO at Mayple. She manages all things marketing and leads our community of experts through live events, workshops, and expert interviews. MBA, 1 dog + 2 cats, and has an extensive collection of Chinese teas.

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Natalie is a content writer and manager who is passionate about using her craft to empower others. She thrives on team dynamic, great coffee, and excellent content. One of these days, she might even get to her own content ideas.

Updated February 26, 2024.

Before you do anything in business you have to have a good grasp of the market. What’s the market like? Who are your competitors? And what are the pain points and challenges of your ideal customer? And how can you solve them? Once you have the answers to those questions then you are ready to move forward with a marketing plan and/or hire a digital marketing agency to execute it.

In this guide we break down what market research is, the different types of market research, and provide you with some of the best templates, tools, and examples, to help you execute it on your own.

Excited to learn?

Let’s dive in.

What is market research?

Market research is the process of gathering information about your target market and customers to determine the success of your product or service, make changes to your existing product, or understand the perception of your brand in the market.

“Research is formalized curiosity, it is poking and prying with a purpose.” - Zora Neale Hurston

We hear the phrase "product-market fit" all the time and that just means that a product solves a customer's need in the market. And it's very hard to get there without proper market research. Now, I know what you're going to say. Why not get actionable insights from your existing customers? Why not do some customer research?

The problem with customer research is two-fold:

• You have a very limited amount of data as your current customers don't represent the entire market.
• Customer research can introduce a lot of bias into the process.

So the real way to solve these issues is by going broader and conducting some market research.

Why do market research?

There are many benefits of doing market research for your company. Here are a few of them:

• Understand how much demand exists in the market, the market size
• Discover who your competitors are and where they are falling short.
• Better understand the needs of your target customers and the problems and pain points your product solves.
• Learn what your potential customers feel about your brand.
• Identify potential partners and new markets and opportunities.
• Determine which product features you should develop next.
• Find out what your ideal customer is thinking and feeling.
• Use these findings to improve your brand strategy and marketing campaigns.

“The goal is to transform data into information, and information into insight.” - Carly Fiorina

Market research allows you to make better business decisions at every stage of your business and helps you launch better products and services for your customers.

Primary vs secondary research

There are two main types of market research - primary and secondary research.

Primary research

Primary market research is when researchers collect information directly, instead of relying on outside sources of information. It could be done through interviews, online surveys, or focus groups and the advantage here is that the company owns that information. The disadvantage of using primary sources of information is that it's usually more expensive and time-consuming than secondary market research.

Secondary research

Secondary market research involves using existing data that is summarized and collected by third parties. Secondary sources could be commercial sources or public sources like libraries, other websites, blogs , government agencies, and existing surveys. It's data that's more readily available and it's usually much cheaper than conducting primary research.

Qualitative vs quantitative research

Qualitative research is about gathering qualitative data like the market sentiment about the products currently available on the market (read: words and meanings). Quantitative research deals with numbers and statistics. It's data that is numbers-based, countable, and measurable.

Types of market research

1. competitive analysis.

Every business needs to know its own strengths and weaknesses and how they compare with its largest competitors in the market. It helps brands identify gaps in the market, develop new products and services, uncover market trends, improve brand positioning , and increase their market share. A SWOT analysis is a good framework to use for this type of research.

2. Consumer insights

It's also equally important to know what consumers are thinking, what the most common problems are and what products they are purchasing. Consumer research can be done through social listening which involves tracking consumer conversations on social media. It could also include analyzing audiences of brands , online communities, and influencers, and analyzing trends in the market.

3. Brand awareness research

Brand awareness is a super important metric for understanding how well your target audience knows your brand. It's used to assess brand performance and the marketing effectiveness of a brand. It tells you about the associations consumers make when they think of your brand and what they believe you're all about.

4. Customer satisfaction research

 Customer satisfaction and loyalty are two really important levers for any business and you don't have to conduct in-depth interviews to get that information. There is a wide range of automated methods to get that kind of data including customer surveys such as NPS surveys, customer effort score (CES) surveys, and regularly asking your customers about their experience with your brand.

5. Customer segmentation research

 Customer segmentation research involves figuring out what buckets consumers fall into based on common characteristics such as - demographics, interests, purchasing behavior, and more. Market segmentation is super helpful for advertising campaigns, product launches, and customer journey mapping.

6. Interviews

Customer interviews are one of the most effective market research methods out there. It's a great way for business owners to get first-party data from their customers and get insights into how they are doing in real time.

7. Focus groups

Focus groups are a great way to get data on a specific demographic. It's one of the most well-known data collection methods and it involves taking a sample size of people and asking them some open-ended questions. It's a great way to get actionable insights from your target market.

8. Pricing research

 Pricing strategy has a huge influence on business growth and it's critical for any business to know how they compare with the leading brands in their niche. It can help you understand what your target customer is willing to pay for your product and at what price you should be selling it.

To start, get automated software to track your competitors' pricing . Then, summarize your research into a report and group the results based on product attributes and other factors. You can use quadrants to make it easier to read visually.

9. Campaign research

It's also important for a brand to research its past marketing campaigns to determine the results and analyze their success. It takes a lot of experimentation to nail the various aspects of a campaign and it's crucial for business leaders to continuously analyze and iterate.

10. Product/service use research

Product or user research gives you an idea of why and how an audience uses a product and gives you data about specific features. Studies show that usability testing is ranked among the most useful ways to discover user insights (8.7 out of 10), above digital analytics and user surveys. So it's a very effective way to measure the usability of a product.

Now that you know the different types of market research let's go through a step-by-step process of setting up your study.

How to conduct a market research study

Looking for your next business idea? Want to check which niche markets are going to be best for it? if it's going to Here's a pretty simple process for conducting

1. Define your buyer persona

The first step in market research is to understand who your buyers are. For that, you need a buyer persona (sometimes called a marketing persona) which is a fictional generalized description of your target customer. You could (and should) have several buyer personas to work with.

Key characteristics to include in your buyer personas are:

• Job title(s)
• Family size
• Major challenges

Now that you've got your customer personas it's time to decide who to work with for your research.

2. Identify the right people to engage with

It's critical that you pick the right group of people to research. This could make or break your market research study. It's important to pick a representative sample that most closely resembles your target customer. That way you'll be able to identify their actual characteristics, challenges, pain points, and buying behavior.

Here are a few strategies that will help you pick the right people:

• Select people who have recently interacted with you
• Pull a list of participants who made a recent purchase
• Call for participants on social media
• Leverage your own network
• Gather a mix of participants
• Offer an incentive (gift card, product access, content upgrades)

3. Pick your data collection method(s)

Here's a quick breakdown of all the different ways you could collect data for your market research study.

Surveys are by far the fastest method of gathering data. You could launch them on your site or send them in an email and automate the whole process. Regular surveys can also help brands improve their customer service so they help kill two birds with one stone.

Interviews take a little longer and require a detailed set of interview questions. Never go into an interview without a clear idea of what you're going to be asking. It's also a little more difficult to schedule time and to get your potential or current customers on the phone or on Zoom.

Focus group

Focus groups are controlled interviews with groups of people led by facilitators. Participants in focus groups are selected based on a set of predetermined criteria such as location, age, social status, income, and more.

Online tracking

Online tracking is done through digital analytics tools like HotJar or Google Analytics. Tracking user behavior on your site gets you an accurate analysis of who your demographic is and what are the types of products or content that they engage with.

The problem here is that you never get to find out the 'why' - the reason behind their behavior - and that's why you need to combine digital analytics with other data collection methods like surveys and usability/product testing.

Marketing analysis

Another great way to collect data is to analyze your marketing campaigns which gives you a great idea of who clicked on your ads, how often, and which device they used. It's a more focused way of using tracking to zero in on a specific marketing campaign.

Social media monitoring

We've talked about this one before. Social monitoring or listening is when you track online conversations on social media platforms. You can use a simple social listening tool to get all the data you need by searching for specific keywords, hashtags, or topics.

Subscription and registration data

Another great way to collect data is to look at your existing audience. That might include your email list, rewards program, or existing customers. Depending on the size of your list, it could give you some broad insights into the type of customers/users you have and what they are most interested in.

Monitoring in-store traffic

Conduct a customer observation session to monitor your actual customers and how they behave in your store (physically or online). Observation is a market research technique where highly-trained market researchers observe how people or consumers interact with products/services in a natural setting.

4. Prepare your research questions

Write down your research questions before you conduct the research. Make sure you cover all the topics that you are trying to gain clarity on and include open-ended questions. The type of questions you use will vary depending on your data collection approach from the last step.

If you're doing a survey or an in-person interview then here are some of the best questions to ask.

The awareness stage

• How did you know that something in this product category could help you?
• Think back to the time you first realized you needed [product category]. What was your challenge?
• How familiar were you with different options on the market?

The consideration stage

• Where did you go to find out the information?
• What was the first thing you did to research potential solutions?
• Did you search on Google? What specifically did you search for? Which keywords did you use?
• Which vendor sites did you visit?
• What did you find helpful? What turned you off?

The decision stage

• Which criteria did you use to compare different vendors?
• What vendors made it to the shortlist and what were the pros/cons of each?
• Who else was involved in the final decision?
• Allow time for further questions on their end.
• Don't forget to thank them for their time and confirm their email/address to receive the incentive you offered

If you noticed, the progression of these questions follows the stages of the buyer's journey which helps you to gain actionable insights into the entire customer experience.

5. List your primary competitors

There are two kinds of competitors - industry competitors and content competitors. Industry competitors compete with you on the actual product or service they sell. Content competitors compete with you in terms of the content they publish - whether that's on specific keywords or they rank higher on topics that you want to be ranked for.

It's important to write a list of all of your competitors and compare their strengths, weaknesses, competitive advantages, and the type of content they publish.

There are different ways to find your competitors. You can look on sites like G2 Crowd and check their industry quadrants.

You could also download a market report from Forrester or Gartner . And you could also search on social media or market research tools like SimilarWeb .

6. Summarize your findings

Now that you've done your research it's time to summarize your findings. Look for common themes in your research and try to present them in the simplest way possible. Use your favorite presentation software to document it and add it to your company database.

Here's a quick research outline you could use:

Background - your goals and why you conducted this study

Participants - who you've talked to. Break down the type of personas and/or customers you've spoken with.

Executive summary - what was the most interesting stuff you've learned? What do you plan to do about it?

Customer journey map - map out the specific motivations and behavioral insights you've gained from each stage of the customer journey (awareness, consideration, and decision).

Action plan - describe what action steps you're going to take to address the issues you've uncovered in your research and how you are going to promote your product/service to your target audience more effectively.

Market research template

Not sure where to begin? Need some templates to help you get started? We got them for you.

1. Market survey template

First and foremost, you need a template to run your market survey. In this template, you will find all the types of questions you should be asking - demographic, product, pricing, and brand questions. They can be used for market surveys, individual interviews, and focus groups.

We also present a variety of question formats for you to use:

• true/false questions
• multiple choice questions
• open response questions

2. SWOT analysis template

A strength, weakness, opportunities, and threats (SWOT) analysis is one of the best ways to do competitor research. It's a really simple analysis. There are four squares and you write down all four of these attributes for each of your competitors.

3. Focus group template

Not sure how to conduct focus groups? Here is a comprehensive template that will help you to take better notes and record your findings during the focus group meeting.

4. Marketing strategy template

The plan of action from your market research should become a vital part of your marketing strategy. We've actually created a marketing strategy template that you could download and use to update your marketing personas, your SWOT analysis, and your marketing channel strategies.

Market research examples

Here are some examples of the good, the bad, and the ugly in market research. Some brands thrive on research and some ignore it completely. Take a look.

McDonald's

McDonald’s sells its food in 97 countries around the world. Their secret? They do a lot of market research before they launch anything. The company uses four key questions in their research process:

• Which products are performing well?
• What prices are most affordable to customers?
• What are consumers reading and watching?
• What content do they consume?
• Which restaurants are most attended, and why?

They also extensively use customer feedback to improve their products. They even put some products up for a vote to see which ones are most loved by their customers.

The iconic coffee brand is valued at almost $30 billion and has over 30,000 coffee shops around the world and part of that success comes from their obsession with customer service. They launched a brilliant idea called “My Starbucks Idea” to try and make the customer feel a part of the journey.

It was an open innovation platform where customers could post their idea for a new coffee drink or food item and if it was good a company representative would actually reach out to them. It had a leaderboard and every year the company would develop some of these ideas.

In 2012, Starbucks launched 73 coffee products from ideas they received from customers. Cake pops and pumpkin spice lattes were born out of this platform, all thanks to market research. Can you imagine a world without pumpkin spice lattes?

For all its innovation Facebook had an epic market research failure. In 2013, Facebook partnered with HTC to launch a smartphone called First. It had Facebook’s interface on its home screen and that was a really jarring change for most people. Instead of taking you to a home screen with your favorite apps, Facebook really took center stage.

To be fair, you could turn it off and get a regular Android home window but that would be missing the entire reason you bought the phone in the first place. So it was a complete mismatch to consumers’ wants and the phone flopped.

Turns out, that nobody wanted to see Facebook when they first opened their phone 😅.

Bloom & Wild

Bloom & Wild is a UK flower delivery brand that was looking for their next campaign. They did some research and found out that people think red roses are cliche and prefer to buy something else as a gift on Valentine’s Day. So the brand chose not to sell roses for Valentine’s Day 2021 and made it into a “No Roses Campaign”.

The results - they saw a 51% increase in press coverage year after year.

Top tools used for market research

Here are some of the top market research and digital analytics tools you should try out for your next research project.

Answer the Public

Answer the public is a free market research tool that helps marketers figure out what questions people ask online. It's really easy to use. You put in a keyword or topic and it spits out a whole variety of questions and subtopics.

Spyfu is a search engine analytics platform that gives you data on where your competitors get their traffic from. It provides info on the kind of both organic traffic and PPC channels down to the specific keywords people used to find each site. It's a great tool to use to map the competitive landscape.

Think with Google

This is an online publication from Google's team where they publish consumer insights from real-time data and their own insights. It uses Google Analytics but presents it to you as a library of information. You can find industry data on a whole array of businesses from educational institutions to counseling services.

Want to do the most extensive market research possible? Use SimilarWeb. It's a competitive analysis and data tool that provides you with literally everything you need.

It has data on:

• Digital marketing data - SEO, traffic, advertising
• Economic trends - economic indicators like annual growth rate, audience, benchmarking
• eCommerce, investing, and even sales data

BuzzSumo is a great tool to use to get actionable insights from social media and content marketing. It aggregates data from various social media channels and shows you the type of content that users engage with and share on their pages.

Typeform is a survey tool that can help you make surveys and fun interactive forms. It's a great tool to use to make your forms more engaging for your audience. The tool has a bunch of easy templates and a ton of integrations to help you visualize that data and share it with your team.

Latana is a brand research tool that helps you understand consumer perception of your brand over time. It helps you answer some key questions about the type of values your customers have, and the type of audiences your competitors are targeting and helps you to focus your campaigns on the right audience for your business.

Statista is one of the most popular consumer data platforms around. It has a wealth of information about consumer markets, business conditions, and industry trends around the world. It's easier to use than most business publications because it aggregates all the data you need in one place. The downside is that it's a little pricy but perfect for teams that have the budget for it.

Dimensions.ai

Dimensions is a search engine for academic publications. It is a great resource if you're looking for deeper insights into things like psychology, micro and macroeconomics, and business trends. A lot of the articles are free to view just make sure you select the " All OA " option which stands for Open Access research.

Otter is an AI-powered transcription software for interviews and meetings. It sits in the background and transcribes your meeting for you and then provides you with a digitized conversation that can be stored, search for specific keywords, and analyzed. It's a great tool to use for doing interviews.

Yelp is a search engine for reviews of local businesses. It's one of the best sources of opinions about a whole variety of products and services. It's a great place to get ideas about the kind of interview questions you want to ask, to find out the pain points of your ideal customer, and to find deeper insights into your target audience.

You have to conduct your market research regularly if you want to see significant results. Try the different methods that we’ve outlined, see what works for you, and remember to keep your team’s focus on the customer. The more knowledgeable they are of your target customer’s needs and wants the better your targeting and marketing strategy will be.

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6 Free Market Research Templates to Help Win Your Market

Market research templates save time and give clarity about what should and shouldn’t be included in any type of market research .

These days, doing regular market research is key. Particularly given how quickly consumer behaviors shift and companies change tactics to keep up with the ever-growing number of competitors in their industry.

In this post, I’m sharing six market research report templates to give you a head start and help steer your analysis in the right direction from the onset.

What is a market research template?

Market research templates provide questions and specific fields to fill out – relevant to specified market research objectives. You can add or remove fields according to what’s relevant to your market and research goal. It provides a framework to develop your own research methodology if you don’t want to go full-scale with a research firm.

What are the advantages of using market research templates?

There are many ways market research templates benefit organizations of any size.

• It costs less than hiring an external market research firm.
• Completion is often quicker because pre-set fields guide your research.
• Little to no professional training is required to complete a template.
• Templates can be easily shared with other business units.
• Files can be easily updated internally in the future.
• Research Intelligence tools like Similarweb make it much easier to access market research data than ever before.
• Using a template enables you to stay focused and organized.

Doing market research with a template can help you generate results faster than any agency can deliver. You set your priorities and start collecting information without untimely back-and-forth correspondence. This is particularly valuable for online companies in markets that develop and change quickly. You need real-time data to improve your results, so time is always of the essence.

In addition to time, you also save costs. Comprehensive market research usually demands additional financial resources. By using shareable templates, you can involve relevant internal business units at minimal extra cost.

This presents another advantage: You own your information. You can come back to the files, reuse, update, and compare whenever it’s relevant. This is particularly useful in the dynamic world of online business because you’ll want to research the market repeatedly to detect and adapt to changes.

What are market research templates used for?

Most types of market research templates provide a robust framework that steers market research efforts in the right direction. When we consider the “journeys” a market research report template can help with – most use cases aren’t merely one-time research projects but should include periodic monitoring and analysis.

• Assess your brand’s strength and influential power. Evaluate your market share , and measure which percentage of the market you reach and sell to.
• Launch a new product or enter a new market . Get to know the territory and the key players to avoid unnecessary risks and recognize new opportunities.
• Identify and keep tabs on your top competitors. Be aware of your competitor’s strengths and weaknesses to align your strategic planning.
• Understand your target audience. If you truly want people to resonate with your product or service, you need to take the time to get to know them, their interests, pain points, likes, and dislikes.
• Innovate your business model. Before applying changes to products or business strategies, understand user demand and need shifts.
• Drive more sales. Optimize product placement by identifying your product’s uniqueness and the specific value to boost your marketing campaigns.
• Fine-tune your digital advertising and analytics. Find and optimize the marketing channels and keywords with the highest potential and lowest competition .
• Find and follow emerging trends. Detect changes in the market development early and use them to your advantage.

Five things to do before using a market research analysis template

As you’ll soon discover, there are lots of tools and resources at your disposal – and you won’t need all of them to reach your goal. Your choices should depend on the goal of your research, something you’ll need to clarify before you start to use any type of market research report template.

Take a little time to do the following pre-planning steps 1-3 before you use any template in your research.

• Define the reason for your research and its goals.
• Identify the most suitable research types and methods.
• Prepare the materials you need to conduct the research, i.e., templates, tools, and market research questions ; then delegate responsibilities if applicable.
• Identify your market’s characteristics.
• Define your target audience and segments.
• Consider both qualitative and quantitative data points.
• Decide whether to use primary research, secondary research , or a mixture of both.
• Google Analytics vs. Similarweb
• Free online sources and tools
• Advanced competitor analysis
• Summarize your findings in a template and start to analyze.

Get a step-by-step roadmap for easy and comprehensive market research in our guide – Market Research: What It Is, Why It Matters, and How To Get It Right .

Types of market research templates

In this next section, I’m sharing the most important types of market research templates you need to fulfil your research goals. I’ll cover what each is and how a template can help with the research. In the final section of this post, I’ll share the quickest way to find the data you need to complete your template.

SWOT analysis template

Many of you will have heard of or used a SWOT analysis framework before. It’s a tried and trusted tool that helps organizations and individuals uncover the strengths, weaknesses, opportunities, and threats of their business and the competition. A template gives you pre-set fields to consider and complete, helping you know the essential metrics. Once complete, it shows a range of factors relevant to your business and market that can help you adapt for growth.

Use this type of market research analysis template to review your business, along with each of your competitors – analysis of the top four rivals is enough, but you might want to extend this up to eight. This market analysis template provides key questions to answer in each section to help guide your responses.

Market sizing template

Using a market analysis template shows you exactly how to do market sizing correctly. What’s more, it can ensure others within your organization are clear about how the figures have been calculated and provide a consistent and transparent framework for repeating the process in the future.

Use this simple market research template to get the formulas for the total addressable market (TAM), serviceable addressable market (SAM), and serviceable obtainable market (SOM).

Competitive analysis framework template

Pick between 2-4 direct and indirect competitors , then compile the same data and information about each. Start with company research, then customer research, and add information about products and marketing strategies to build the ultimate competitive framework. Collecting the same data points gives you a straightforward comparison and clear picture of the competitive landscape .

This market analysis template covers both B2C and B2B markets. It gives you a detailed framework that helps you map company, customer, product, go-to-market, and marketing channels for your business, and that of your rivals.

Further reading: this post covers seven different types of Competitive Analysis Frameworks that can be used for this form of market research.

Use this market research template for a business plan or as a base document to do regular checks on the state of the competitive landscape.

Trend analysis template

Completing regular market trend analysis is vital – particularly given how fast consumer behavior and markets change. Sure, you can set up news alerts and keep an ear close to the ground, but this is not necessarily the most effective way to future-proof a business and stay ahead of the curve. Rather, it’s a slow and unreliable way to access the intel you need, not just to survive but to flourish.

Early detection of fluctuations, shifts, and changes is key; and a trend analysis template, when done periodically, can help you quickly identify and prepare your business to react.

This market trend analysis template is designed specifically for those operating in the B2B space. It clearly guides you through industry research, historical competitive data, desktop vs. mobile trends , and seasonal keyword research ; each of which can help you discover market-specific trends effectively.

Further reading: Trendspotting: Why All the Market Leaders Are Doing It

Buyer persona template

Define the customer who would benefit most from your product or service. Based on what you’ve learned about consumers and your target market , characterize your ideal customer. Who are they, what are their pain points, and how can you help them?

This template shows you exactly what kind of data to include when you build a new buyer person. We’ve completed an example for you as a guide; but also given you empty slides you can fill-in yourself for your own business and market.

Further reading: How to Create Buyer Personas That Boost Conversions

Audience analysis template

An Audience analysis looks at a group of people in much the same way you examine your current customers. It can help you discover how to turn more of your audience into paying customers by segmenting visitor and behavioral characteristics.

This market analysis template will guide you through the different types of data you should collect from both your own and your rival’s channels. It takes into account various characteristics of company, product, purchase, consumers, interests, and more to help you form a clear and comprehensive view of your target audience.

It’s split into three tabs, each covering B2B, transactional, and informative businesses separately.

Further reading: If this is your first time doing audience analysis, read this guide to understand what a target audience is and how to analyze it .

Get started with all the free market research templates you need to succeed!

How to use Similarweb to help with market research templates

Similarweb Digital Research Intelligence can help you complete almost any market research project quickly and effectively. One of the most-cited reasons people choose tools like Similarweb is due to the accuracy and timeliness of data. Unlike other forms of market research, like secondary research; Similarweb’s information is always the most up-to-date there is.

• Benchmarking tool : Accelerate your new digital strategy and learn how you stack up against the competition and market leaders.
• Market research tool : Analyze market trends in near-real time so that you can take action when it matters most, not a quarter later.
• Company research : Take a closer look at any company’s digital performance and expose your competitor’s digital strategies.
• Audience analysis tool : Engage more deeply with your audience, explore new audience segments and expand your reach.
• Customer journey analytics : Understand your customers and explore bottom-of-the-funnel metrics to discover what makes them convert.
• Mobile app intelligence : See the impact of mobile apps in your market: spot trends and emerging players.

Wrapping up…..

Good market research shouldn’t have to take an age; but as a task that requires careful planning, meticulous attention, and focus – even with the best tools, you’ve got to know the right questions to ask, and the best places to uncover the best intel.

Using market research templates will save significant time in the market research process while providing a clear and comprehensive set of guidelines that can be easily replicated or revisited in the future.

Market analysis templates allow for consistency and provide a clear framework that allows the inexperienced market researcher to do the task with ease.

Use these templates to jumpstart your research efforts and make strategic decisions more effectively, and in a more informed way.

Boost Your Market Research with Similarweb

Enjoy 360° visibility into your industry and instantly adapt to market changes

What is the importance of market research?

Market research is important because you can’t succeed if you’re not aware of market conditions, potential obstacles, purported budget, and how to market your products effectively.

How do you write a market research document?

The simplest way to write a market research document is to obtain a free market research template to guide your content. It can prompt you with the right questions to ask, and shape research efforts and outcomes effectively.

Which type of market research should I use?

To employ a highly effective market research strategy, you should combine the two methods. We advise you to use secondary research as a preparation for your primary research.

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Wondering what similarweb can do for you.

Here are two ways you can get started with Similarweb today!

How to Use Excel for Market Analysis in 4 Simple Steps

In the ever-changing world of business, keeping a keen eye on your market is crucial for staying ahead of the curve. Whether you're an FP&A professional or a business leader, understanding how to use Excel for market analysis can help you make smart data-driven decisions and unlock countless growth opportunities . 

In this guide, we will examine the importance of market analysis and how to perform it with practical, hands-on tips . By learning how to use Excel for market analysis effectively, you'll be better equipped to identify trends, uncover hidden insights, and make strategic decisions. Finally, we will show you how to visualize your findings effectively to get a clear message across.  

Let’s get right to it. 

What is market analysis and why is it used? 

Market analysis is a comprehensive evaluation of market conditions, trends , and competitive landscape , aimed at understanding business dynamics. With a powerful tool like Excel, you can gain a better insight into the market and make informed decisions that drive growth.

But let's take a closer look at what makes market analysis an essential tool for businesses. For starters, the fact that it provides valuable insights into your competitors, customers, and overall industry. Also, it helps you identify your strong points, weaknesses, opportunities, and threats (SWOT) through benchmarking and competitive analysis. Comparing your company's performance to that of similar businesses can help you evaluate how well you're doing & make appropriate strategic adjustments. 

What's more, market analysis is essential to accurate forecasting . Here's the thing. Making meaningful predictions about your future performance and navigating the challenges ahead requires a deep understanding of market trends. Identifying market opportunities, understanding customer behavior, and segmenting the market are vital for conducting business and establishing yourself as an expert in your area. 

All in all, learning how to use Excel for market analysis provides you with the tools and knowledge you need to be able to make data-driven decisions, stay competitive, and set your business up for success.

How to do a market analysis in Excel

Using Excel for market analysis is like putting a scalpel in the hands of a surgeon; it allows for precise and accurate work that might otherwise be impossible. Let's take a look at how you can leverage it to analyze raw data and turn it into actionable insights step by step.

1. Define your market clearly

Before diving into the data, make sure to have a clear definition of your market , taking into account factors such as industry, product, geography, customer demographics, etc. This clarity will help you focus your analysis and ensure that you're working with the most relevant data.

2. Get your data into Excel & clean it

Collect data from trustworthy sources such as industry reports and government statistics. Ideally, you should obtain data in CSV or XLS format, which can be easily imported into Excel. If other formats are used, Power Query can help transform the data into a format that you can work with in Excel. Once you have the data, you need to clean and manage it properly . Remove duplicates, fill in the missing values, and format the data consistently to ensure accurate analysis going forward.

3. Analyze the data in Excel

With your data organized, it's time to dig into the numbers . Use common Excel functions like AVERAGE, COUNTIF, SUMIF, MIN, MAX, and MEDIAN to perform calculations and extract insights from your data. Pivot Tables are another powerful feature that can help you summarize, filter, and analyze data more efficiently. By exploring trends and patterns in your data, you can identify opportunities and threats in your market and make smart decisions.

4. Visualize market analysis results effectively

When you share your market analysis, it's super important to make sure the decision-makers understand what you're saying. It's the only way they'll be able to act upon the insights quickly. Visualizing your data not only makes it easier for them to digest and interpret but also enables you to identify patterns and trends that may not be visible from just the raw numbers. This is where Zebra BI for Office comes into play, taking your Excel-based market analysis and transforming it into actionable insights that will leave your stakeholders speechless.

Zebra BI – easily the best tool to visualize your market analysis

A picture is worth a thousand words. With IBCS -compliant interactive visualizations, Zebra BI can take that up to a million! By incorporating Zebra BI for Office into your Excel-based market analysis, you can clearly demonstrate industry trends and showcase how your company is performing against top competitors or the market average. And you can do it in just a few simple clicks . Have a look at how easy it is to visualize & navigate data with Zebra BI for Office.

Zebra BI for Office comes in the form of 2 add-ins for Excel (and also PowerPoint , by the way!) – Zebra BI Tables and Zebra BI Charts for Office . They enable you to:

• deliver actionable insights that your stakeholders can grasp at a single glance , and
• streamline your workflow , allowing you to get way more work done in just a fraction of the time.

And that's only the beginning. But let's have a look at how these add-ins can help you visualize your market analysis & deliver clear insights.

Zebra BI Tables for Office

Zebra BI Tables for Office is a versatile, powerful tool for visualizing tabular data in Excel . It allows you to easily showcase business performance compared to competitors and market averages.

As all Zebra BI visuals, Zebra BI Tables for Office features automatic variance calculations which, you've guessed it, calculate your variances automatically – and do so directly in the visual. This alone will save you a ton of time and effort that you otherwise put into manual work. The add-in also allows you to add comments to provide some necessary context to your numbers. several other next-level features that will make you look like a dataviz pro with the outputs you'll be getting.

Zebra BI Charts for Office

In short, the Zebra BI Charts for Office add-in offers a wide range of chart types to render in Excel, including column/bar charts, area charts, line, waterfall, variance, "hills & valleys", dot, and lollipop charts. You can switch between chart types by simply clicking on the chart slider , directly in the visual. What's important to note is that you can also add forecasts to your charts and easily render small multiples of any chart type to analyze trends over time. Interested in learning more? Check out what else the add-in has to offer .

All in all, Zebra BI for Office can take your market analysis to a whole new level, delivering a super illuminating and actionable final product that will absolutely WOW your stakeholders. Not just with stunning interactive visualizations but also clear, relevant and accurate insights they can understand immediately.

Combined with Excel, Zebra BI allows for a powerful, comprehensive approach to market analysis , enabling you to drive your business forward and achieve success in an ever-changing landscape.

Unlock the full potential of your Excel-based market analysis

Try Zebra BI for Office for free & receive a free instructional file that will help you get familiar with the add-ins. It's time to create visually stunning market analysis visualizations that inform and inspire. Let's get cracking.

Related Resources

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Excel Waterfall Charts: How To Create One That Doesn't Suck

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Market Research Template

Paint a clear picture of your market

When designing a brand or rebranding a company, it's important to know your market inside-out. What are the trends, technologies and opportunities? And how can you position your brand to take advantage of them?

The market research template is the perfect way build a complete picture of your industry and audience. Use it to collect insights about the competitors, customer research, trends and more in one place.

In Milanote, your market research can be much more than a static document. You can add text, images, video, sketches and more to bring your work to life. When you're done, share it with your team and client to collaborate or get feedback.

• Add notes, images, video & more

Organize visually

• Share with your team
• Gather feedback
• Export to PDF

Collect everything in one place

Milanote is the visual way to collect everything that powers your creative work. Simple text editing & task management helps you organize your thoughts and plans. Upload images, video, files and more.

Milanote's flexible drag and drop interface lets you arrange things in whatever way makes sense to you. Break out of linear documents and see your research, ideas and plans side-by-side.

Collaborate with your team

Milanote boards can be a private place to think, or a shared workspace for collaboration—you're in total control of who sees what. Instantly see your team's changes, leave comments, and never miss a thing with smart notifications and alerts.

Organize your campaign in one place

Create inspiring briefs

Bring your campaign vision to life

Plan your schedule visually

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All Formats

• Graphic Design

15+ Marketing Research Templates –Word, Excel, PDF, Docs

Anyone who has worked in the field of marketing must have come across the term market research at least once! The marketing department of a certain company carries out market research analysis at regular intervals to find out about market trends, ups and downs, and other factors that could affect your company.

Marketing Research Gantt Chart Template

Marketing Research Mind Map Template

• Google Docs
• Google Sheets
• Apple Keynote

Market Research Report Template

• Apple Pages

Editable Cost Analysis of Market Research Method

Monthly Marketing Report Template

Why go for Marketing Research Templates?

Editable market survey template.

Printable Marketing Research Proposal Template

Free Printable Market Research Template

Free Simple Market Analysis Template

Free Marketing Campaign Sample Template

Free Statics for Marketing Research Template

• Word (2003 or higher)

Uses of Marketing Research Templates:

• A marketing research template is one of the great ways in which one can study the trends of the market.
• Such marketing research builds the very foundation of marketing. You can also see Marketing Strategy Templates.

Free Marketing Research Student Data Template

• Excel (2003 or higher)

Free Market Research Report Template

Free Market Research Progress Report Template

Tips for using Marketing Research Templates

• Choose a marketing research formal template that is both easy to use and understand.
• Look up customizable marketing research templates online.

Free DSCA Market Research Guide Template

> We are here to help!

General faqs, 1. what is meant by market research, 2. what is marketing process, 3. how can you develop a market research plan.

• Outline Your Plans and Objectives
• Develop an Overall Research Plan
• Gather and Analyze Information
• Present the Findings
• Use the Findings to Make a Decision

4. What is the Importance of Marketing Research?

5. what are the different types of market research.

• Market Segmentation
• Product Testing
• Advertising Testing
• Brand Awareness and Reach
• Satisfaction and Loyalty Analysis
• Pricing Research
• Data Collection

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Market Research Plan

7 market research tactics, tools & templates.

In this tutorial we look at the seven stages of market research planning and share MS Word and Excel templates for Market Research .

You can then use these forms, checklists, surveys, and questionnaires to complete the seven stages in the Market Research process:

• Stage 1 – Why You Need a Market Research Plan
• Stage 2 – Who are your Target Customers
• Stage 3 – How To Get The Information You Need
• Stage 4 – How Do You Collect Data How to Train Your Staff How to Make it Shareable How to Avoid Corrupt Data How to Design Questionnaires, Surveys and Polls

Stage 5 – Analyze Data

• Stage 6 – Generate Report Findings Descriptive Data Analysis Inferential Data Analysis

Stage 7 – Choose Best Strategies

Download Now for only 14.99!

Stage 1 – Ask Why?

The first side of my heptagon (ok, work with me here. I needed a useful analogy with 7 in it and Heptagon fitted the bill. It was that or the Seven Gods of Chaos. Heptagon won the toss…) is Why.

Why are you really doing this?

I know this seems obvious but… there are rational, easy to justify explanations and there are ‘other things’.

For instance, knowing why your product is underselling is a good thing. Your focus is clear. Armed with the results you can adjust the product’s price, features or other attributes. If customer service tells you that callers are frustrated with the IT booking system, then the priority is to fix the booking system. The Market Research can wait until afterwards. Developing a Market Research plan when you already know that there is a problem is getting priorities mixed up. The priority is to fix the system.

Of course, if you need to know why the system is difficult to use, then ask why.

The point is… before you start your Market Research Planning activities , be very clear what you want to get from it.

The more you can clarify your goals, the closer you’ll get to that target.

When others ask what you’re trying to achieve, instead of feeling that you have to justify this project in some way, you’ll have more confidence in your response.

In turn, this will be reflected in how they respond and respect your work. Because Market Research is often seen as a ‘grey area’ or dismissed as a ‘nice to have, but not essential right now’, make sure you are clear on why this needs to be done.

Real confidence is contagious .

Work with your team and map out the reasons why this project will benefit others.

This is how you’ll convert the skeptics. Show them what they have to benefit. Then reinforce the benefits with examples.

The first step is to clarify why are you doing this?

What’s your objective? Define you over-arching goal in one sentence. What do you hope to get out of it? Identify the one piece of information the company does not currently possess. What’s your objective? When you have this information, how can you use it to drive other projects onwards? What questions do you want answered? Identify all the questions that need to be addressed and then prioritize the high priorities. How level of detail do you want the research to go into? Is this the first wave of a large marketing initiative or do you need to drill down into greater detail? How will you analyze the data? What factors will you use to examine the data and extract meaning from the feedback. Otherwise, it’s just a mass of data, right? What success criteria , if any, need to be established? For example, if you determine that 80% of customers would pay $49 for a new product – and you interviewed a large sample – then this may be enough to launch the product. No more data gathering may be required. What will you do with the findings? Are you looking for a budget for further development, to release a product, or for marketing activities? Does this plan tie in with other marketing activities? Are others depending on you before they can make a decision, such as to release a new product?

Be clear with your goals .

Ensure that your team understands your objectives and how the research will benefit drive other activities forward.

For example, a mobile phone company wants to:

‘Offer customers free roaming calls in Europe help sell enough phones to justify this cost and allow us to upsell other products to new customers?”

This means that the main questions to be answered will be:

Are customers interested in free roaming calls? Is Europe a more attractive market to them than the US? (Let’s say you’re targeting business travelers.) Can you upsell products to new customers? How would you price the new products? Is there opportunities for partner tie ins?

Notice that this is a very narrow focus. Essentially, we want to know if business travelers (a small but lucrative segment of our customer base) would buy new products from us if we offered them free roaming across Europe.

Once you are clear on your objective – and how it assists other business units – you can develop your Market Research plan with more confidence.

That’s the first side of our Market Research heptagon. Let’s more it around and see what’s next.

Market Research Excel Template

Here are screenshots of the Market Research Excel templates .

Market Planning Checklist with conditional formatting

Competitor Assessment spreadsheets with different charts

Competitive Analysis spreadsheet

Feedback Form and Customer Ratings

Market Research Templates: Format & Content

Stage 2 – Who are your Customers?

Yesterday, we introduced the idea of a heptagon into this series of Market Research tutorials. It seemed a bit crazy the time but it does make sense.

Instead of seeing your Market Research project as one single activity with definite Start and End points , step back and look at it more holistically.

Rather than seeing it as one long road you need to travel, look at the side roads that feed into it.

This approach helps me when I get maxed out. I hit a wall in one area. Rather than forcing myself to complete this task (now a soul-destroying chore, tbh), I look at the plan for another side and find new energy there.

Did you ever notice that moving your attention from one to another suddenly releases new energy? It’s a bit like that.

So, if you reach your limit with one area in your plan, leave it aside for a day. Work on another area. Then come back to the first one when you’re recharged.

Which brings us back to…

Some Customers are More Important Than Others

If you’ve read Animal Farm, you’ll know what happened to Snowball.

‘All animals are equal, but some are more equal than others.’

And it’s the same with customers .

Think of it like this. One guy buys from you every time you put a new ebook online. He snaps them up and posts great recommendations on the web. This guy is gold.

Another buys once. You never hear from the again.

It’s a no-brainer, right?

This means that part of the market research plan is defining your real customers.

Or, put it another way. We need to scratch the surface and learn more about our target customers than we think we do, especially those of most value to us.

Don’t Make This Mistake

One common mistake in marketing is to assume that your customers don’t change.

Of course they do.

Everyone changes.

So, your research is to challenge what you think you know of your existing customers.

And then look at ‘prospective’ customers.

You may have no ‘hard data’ on them – so you need to get moving, pronto!

So, using the goals we defined in the Why section, we can examine our target customers and see how we can ‘reach’ them.

Reach is one of those buzzwords used in Market Research to cover how you will contact customers, the media channels you will use, and the different ways to gather data.

For example:

A sample of 100 may give one set of results, whereas a larger number may give you richer feedback. Cost is usually a factor here as the price per head adds up, especially if you’re doing the research for your own company.

For example, sharing the report findings and/or vouchers to your products may work. Again, it depends on your target audience and what’s most valuable to them.

Another example… my email software lets me segment my list and target emails at different user groups. This means I can match my market research to the user group most likely to respond and avoid ‘spamming’ others.

You can also rent email lists but you need to do this with caution. Many of these lists have been harvested without the user’s consent. As well as offending the users, the ISP may block your email account if there are a high number of complaints or bounces.

What incentives will you offer? 

I use a variety of approaches to encourage folks to help with the market research. Some of these are typical offerings such as free offers, vouchers, instant downloads, reports, and other teasers .

This is the classic, ‘you scratch my back and I’ll scratch your back’.

And it works.

There are other ways.

For example, we identified a group of high earners for a banking project. We told them – and this was true – that there were in the top 3% of all earners on our books.

‘Would you like to test run the new Wealth Management System before it goes live?’

There was no shorter of takers. Many high-earners wanted to use the system because of their privileged status. They were capitalizing on their social position.

You can do the same thing with any line of professionals by appealing to their status, vanity or greed. There’s different ways of persuading folks to engage. Sometimes it’s more about how you ‘position’ the market research to them.

Consider dropping the phrase ‘market research’ and use something that triggers different emotional buttons.

Dig deeper: Marketing Plan

Market Research MS Word Templates

Here are some screenshots of the MS Word templates for Market Research .

Standard cover page

Executive Summary to Market Research Plan

Instructions on how to write the Market Research Plan

Further details of the market research plan

Budget Plan

Market Research Project Plan

Market Survey Form

Stage 3 – How Are Find The Information You Need

Now that you know Why you need this information, Who you will target, the next step is to see How will get it.

Let’s step back.

There are different ways you can get this market research data : email, phone, web, even in the shopping mall.

But you have a budget, right?

This means that you need to consider which approaches worked best the last time. Look at the returns. Based on these results, use the channels that give you the best return. And, if there is money left over, try the next channel.

Sometimes it’s not that simple.

Maybe you can contact 10 on the phone for the same cost as 100 on the web. But the quality of data from the phone calls is substantially better than what you get on the web.

Trained interviewers can probe the person over the phone and extract information that will not be captured in Multiple Choice questionnaire. Likewise, the phone caller may volunteer information that you hadn’t thought of.

For this reason, evaluate the best approach to gathering quality information.

You have different options, such as:

• Focus groups
• Observational research
• Questionnaires
• Interview by Telephone
• Interviews in person

Next, you need to create a Schedule (like a Project Plan ) to put all these tasks against target dates. The key is successful market research is getting the right information but also staying within budget. Keep your line manager up-to-date with your progress and show him the time line for your activities.

Stage 4 – How To Collect Data

The next stage involves collecting the data. While this sounds easy at first – you just collect it, right? – it can be problematic when the data is corrupted, conflicts with earlier reports, is received in file formats that are not compatible with your software, or there are gaps in the data making it hard for the analysts to draw conclusions.

Here are a few suggestions to collect data:

Train Your Staff

Before you start collecting data, train, educate, and supervise your own team. If this is the first time engaging in Market Research Planning at your company, consider hiring a Consultant to create a framework for your project  One of their tasks will be to show your team how to collect data in an impartial manner and to avoid interviewer bias.

Make it Sharable

Think of the end goal. You want all the data to be merged into a single database. Whether this is Microsoft Excel, Access or another tool, it doesn’t matter. But the data needs to be designed so it can be shared. If you can’t share the data, it’s harder, it not impossible, to crunch the numbers.

Dig deeper: Marketing Plan Template Guide

Fix Corrupt Data

Reduce the likelihood of corrupt data by a) designing simple user interfaces, b) helping the subject understand what’s expected of them, and c) creating software that doesn’t crash or timeout during a session.

Other areas where data gets corrupt are simple things such as when users enter dates. For some 0503 means May the third whereas for others it means the fifth of March.

Asking folks for their ‘Christian’ name can be both confusing and offensive. They meant first name.

Design Carefully

Create the Microsoft Word templates so they are easy to read, ensure the web forms that are easy to populate, and that the data can be captured correctly.

For example, some surveys I’ve taken demand that I enter my zip code. But we don’t use zip codes where I live. So, I’m forced to enter incorrect data. Imagine the confusion that causes?

This is where the ‘rubber hits the road.’ You now have the data; you’ve gathered it from multiple sources, removed corrupt data and looked for anomalies.

Here’s the mistake to avoid. Don’t use the data to confirm what you want to believe. 

Data is data. 1s and 0s. Oceans of letters.

And it has no meaning until you shape it.

The question is: How do you shape it and avoid your own subjectivity?

The technical term for this is ‘data cleansing’. In other words, you’re going to look at the data and remove any ambiguities, errors or other unknowns that have crept into the results.

Dig deeper: Marketing Plan Template Guides

A good example of this was the US Presidential election between George Bush and Al Gore.

Small details like this can have immense impact on the final results. You need to allow for unknowns creeping into your research results and take steps so they don’t influence the final results.

How to Clean Data?

Cleaning data involves editing, coding, and tabulating results. To do this, start with a simply designed questionnaire (or a similar tool) and:

• Subjective – Rely on subjective information to support general findings only.
• Objective – Gather objective information to support more specific findings. Objective data gives you a neutral view of how others see your product. If you ask your team – or even your current customers – what they think of a new product, more than likely then will tell you what you want to hear. Those outside the organization will be more impartial.
• Look for anomalies and inconsistencies – if there is a sudden change in the results, look at what triggered the shift. Likewise, if results from one team conflict with another team, sit down with them and see how they’re gathering the data. They may have made some errors in crunching the numbers or interpreted the results incorrectly.
• Compare – Look at the results of different data collection methods. For example, if you run polls online and offline about the same subject, for example, the customer’s favorite brand on designer shoes, look at the results and see if they agree.If you’re targeting the same age group and demographics, they should agree, right? If not, dig deeper and see why 20 something’s online give different than 20 something’s offline. Hint: people tend to be more ‘creative with the truth’ online than when interviewed face to face.
• Use other sources of information – For example, you can use U.S. Census Bureau statistics on median income levels for a specific city/state and other official research findings to give your findings more balance.

Stage 6 – Generate Report Findings

At this point, you should have all the data gathered in Microsoft Excel spreadsheets and other formats you can share.

Remember your initial goals?

Break out the findings so it answers the questions you had at project kickoff. You can show this in, for example, Demographic Comparison or Competitor Analysis Worksheet .

Use what’s appropriate and make it easy for the reader, especially those further up the line, to extract the key findings.

Data Analysis usually falls into two categories:

Descriptive Data Analysis

This is where you describe the collected data usually by summarizing the findings. For example, you can highlight how many liked or disliked your new product. Use charts and tables to illustrate the data. Provide legends that explain different categories, volumes or amounts.

Inferential Data Analysis

While Descriptive Data Analysis focused on describing the findings, these are of limited use until placed in context. That means you try to use information taken from a small group to ‘infer’ what a larger group would do, compare groups and see where/how they behaved differently, and forecast what may happen based on the information you have gathered.

For example, let’s say you want to know how customers from London, Paris, and Dallas rate different products. You prepare a survey with ten questions asking customers from all three cities to rate customer satisfaction on a scale of 1 to 5.

Once the survey is completed, you can compare each group using statistical software and test if differences exist.

Microsoft Excel has some very powerful functions, such as pivot tables that are very effective at analyzing data .

This type of marketing analysis offers richer information than simply showing how many customers from each city responded to each question.

Now you have to make a decision.

In some companies your findings will be handed over to other teams, for example Product Development or the Marketing Department , for them to decide. It depends on how you’re it structured.

One thing to consider is that the market research should shed light on new areas. If the findings confirm what you already know, look at how you’re gathering the data, where it comes from, and who compiles the information.

In a dynamic world, findings should rarely stay the same.

‘Were the findings good?’

You may be asked this during your presentation. Findings are neither good nor bad. They’re a snapshot of how customers see your product, for example.

How people interpret data is up to them. Your job isn’t – or shouldn’t be – to skew the data so management hears what they want to hear. If customers are dissatisfied, it’s their job to remedy it, not yours.

One final tip.

Close on a positive note.

Even if the information is down-beat, look for some positives in the information you gleaned. Don’t fudge the issues but remind the audience that we now know more than yesterday.

Market Research Templates – 5 x MS Word + 14 x Excel

This Market Research Template pack includes 19 templates (5  Word + 14 Excel) . You can use these templates, forms, checklists, and questionnaires to gather, record, and analyze data so you have the information you need to drive your Business Plan and Marketing strategies forward. This template pack includes:

• 4 x Market Research Templates (16 pages) Use these template to capture Why You Need Market Research, Who You Want to Target, How to Plan, Collect Data, Analyze Data, Report Findings, and Make Decisions.
• Market Research Brief Template (6 pages) Use this document to brief Consultants on your Market Research requirements.
• 14 Free Excel  Templates:  including Brand Loyalty Survey, Competitor Analysis , Demographic Comparison, Demographic Profile, Industry Analysis Checklist, Market Planning Checklist, Cost Analysis, Market Research Spreadsheet, Market Survey.

Learn more about these templates here

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Free Marketing Report Templates

By Joe Weller | December 10, 2023

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Marketers, business analysts, and team leads will appreciate these free templates in several formats. Use them to efficiently analyze campaign data and help marketing teams make informed decisions, optimize strategies, and demonstrate success.

On this page, you'll find 11 dynamic marketing report templates, including a digital marketing report template , a marketing report presentation template , an end-of-year annual marketing report template , and a social media marketing analytics report template , among others.

Basic Marketing Report Template

Download a Sample Basic Marketing Report Template for  Microsoft Word | Adobe PDF | PowerPoint  

Download a Blank Basic Marketing Report Template for  Microsoft Word | Adobe PDF | PowerPoint  

Use this marketing report template with and without sample data to streamline your team's marketing-reporting process. To use it, fill in the Executive Summary, Total Projects Delivered and KPIs, Marketing Financial Overview, and Conclusion sections. You can also use the sample-text version as a guide for content suggestions. This template’s clear, organized structure ensures consistent reporting, enabling your marketing team to quickly identify trends, allocate resources efficiently, and make informed decisions to drive success.

Monthly Marketing Report Template

Download a Monthly Marketing Report Template for  Excel | Google Sheets

This monthly marketing report template consolidates crucial metrics – from reach to conversion rates – ensuring comprehensive tracking and analysis for your marketing team and key stakeholders. Simply input your monthly data into the designated tabs: Reach, Visits, Leads, Customers, and Conversion Rates . By segmenting KPIs, the template promotes precise monitoring, empowering your marketing team to recognize patterns, refine strategies, and ultimately achieve successful outcomes. 

Read this article on monthly marketing report resources and templates for more monthly data tracking tools.

Digital Marketing Report Excel Template 

Download the Digital Marketing Monthly Report Template for Excel  

Use this engaging digital marketing dashboard template to gain a holistic view of your online marketing metrics. Track both paid media engagements and organic visitor interactions. Assess the balance between paid campaigns and organic searches at a glance, while simultaneously calculating average return on investment (ROI) and overall revenue.

Find more dynamic digital marketing report templates to help your marketing team efficiently track, analyze, and optimize online campaigns.

Marketing Campaign Management Report Template

Download the Marketing Campaign Management Template for Excel | Google Sheets

Chronicle your digital marketing campaign's evolution with this marketing campaign management template. Fill in high-level details for campaign objectives, innovative ideas, promotional strategies, user feedback, and more. For each phase in your marketing campaign, enter the activity, its status (e.g., Complete, In Progress, Overdue, Not Started, or On Hold ), the assigned team member, start and end dates, and any relevant notes. The template’s simple, easy-to-read format ensures all team members stay informed of essential aspects of your marketing initiative.

Social Media Marketing Analytics Report Template

‌Download Social Media Marketing Analytics Report Template for  Excel | Google Sheets | Smartsheet  

Use this social media marketing analytics report template to track key performance indicators (KPIs) and other metrics into a comprehensive social media analysis. Showcase data for post counts, per-post engagement, retweets, top-performing content, and beyond. Crafting this digestible report can become a vital instrument for discussions with your marketing colleagues or key stakeholders.

For more social media resources, see this collection of free social media report templates .

Marketing Report Presentation Template

Download a Marketing Report Presentation Template for  PowerPoint | Google Slides  

This marketing dashboard template will help you deliver impactful presentations. Input key metrics detailing your digital marketing achievements, such as site visits, pages per session, average duration, bounce rate, and conversion rate. The design also has dedicated sections for capturing customer conversion insights, spotlighting premier channels, campaigns, and top-converting pages. This slide can easily be added to any Google Slides or PowerPoint marketing presentation you’re already creating.

End-of-Year Marketing Report Template

Download a Sample End-of-Year Marketing Report Template for Excel | PowerPoint | Google Sheets  

Download a Blank End-of-Year Marketing Report Template for  Excel | PowerPoint | Google Sheets  

Leverage this dashboard-style year-end marketing report template available with or without sample data to offer stakeholders a clear and concise summary of your yearly campaign results. To use the template, input metrics from your marketing tools, such as campaign costs, views, interactions, total gains, cost per acquisition (CPA), earnings per initiative, and more. Once you enter the data, this visually dynamic template will auto-populate the charts, so your marketing crew can swiftly evaluate annual success, fine-tune budget distribution, and enhance upcoming plans. 

Use this article’s annual marketing report templates to gather more insights for yearly performance reviews.

Email Marketing Report Template

Download a Sample Email Marketing Report Template for  Excel | Google Sheets  

Download a Blank Email Marketing Report Template for  Excel | Google Sheets  

This email marketing report template available with or without sample data provides an organized layout that facilitates the analysis and presentation of pivotal email campaign metrics. Input your email statistics into the template’s indicators, such as sessions, average time per session, new session percentages, bounce ratios, and achieved objectives, and watch the template auto-populate the included charts. By honing in on the KPIs this template highlights, your team can boost user interaction, reduce bounce tendencies, and amplify target achievements. 

View this collection of email marketing report templates to help streamline your data analysis, enhancing your campaign optimization and ROI.

Quarterly Marketing Performance Report Excel Template

Download a Sample Quarterly Marketing Report Template for Excel   Download a Blank Quarterly Marketing Report Template for Excel

Designed for marketing leaders, this dashboard layout delivers insights into campaign outcomes and lead transitions. Observe prime channels, typical opportunity values, lead quantities, and ROI per initiative. Additionally, the template offers an overview of leads by origin, total lead generation, acquisition costs, and finalized earnings, juxtaposing the overall marketing expenditure with the allocated budget for a comprehensive look at budgetary efficacy. 

For more resources and expert tips, see this article with free quarterly marketing report templates .

Marketing SWOT Analysis Template

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Download a Blank Marketing SWOT Analysis Template for  Excel | Microsoft Word | PowerPoint  

This four-section template available with or without sample data makes it easy to showcase your marketing strengths, weaknesses, opportunities, and threats (SWOT) analysis findings. Complete the corresponding sections to highlight any strengths, weaknesses, opportunities, and threats. Enjoy full adaptability and personalization to align with diverse business or professional requirements. 

Use one of these free SWOT marketing report templates to proactively focus your analysis on your competitor’s offerings, strengths, and weaknesses.

Account-Based Marketing (ABM) Strategy Template 

Download a Sample Account-Based Marketing Strategy Template for  PowerPoint | Google Slides  

Download a Blank Account-Based Marketing Strategy Template for  PowerPoint | Google Slides

Use this account-based marketing (ABM) strategy blueprint to hone in on top-tier accounts and ensure consistency in your account-based marketing initiatives. Fill in key areas such as aims and aspirations, priority accounts, customer profiles, content blueprint, media approach, interaction methods, collaboration blueprint, financial allocation & assets, key performance indicators, schedule, and evaluation and feedback cycle. By integrating this framework, your marketing team can align their objectives with sales, boost conversion rates, and subsequently elevate company revenue and enhance brand prestige.

For more ABM marketing templates and resources, see our collection of free ABM templates .

Easily Track Data and Create Marketing Reports with Smartsheet

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Different types of market research surveys (with templates)

Product design is a bit of a “chicken and egg” situation — should we get the product idea first and then attempt to find product-market fit (PMF), or research a market to see if there’s a product that’s missing from it? Well actually, both are great approaches and market research surveys can help with either of them.

In this article, you’ll learn about the different types of market research surveys, what each type is useful for, and what questions to put in them to ensure that you make great data-driven decisions about your products and overall brand.

Table of contents

What is market research, what is a market research survey, buyer persona surveys, competitor analysis surveys, brand awareness surveys, market-field research, market research diary studies, market research interviews, market research focus groups, market research conjoint analysis.

Market research is the process of gathering information about a market. More specifically, the customers and opportunities to thrive within it (if any), and how it feels about your products and brand if such exists. In a nutshell, this information is used to determine product-market fit .

Market research surveys are used to map out markets and the customers within them, determine target markets, reposition brands within the markets that they’re already in, or simply just reaffirm that the products are in the best positions and that the brand is perceived in the right way.

Now let’s take a look at the different types of market research surveys.

The different types of market research surveys

There are different types of market research surveys. We’ll cover the following:

Buyer persona surveys are used to understand who buys the type of product you’re selling or thinking about selling. This is the market research survey you’d start with but also carry out periodically, investigating further should the market appear to change.

These are the questions that I’d ask (but feel free to adapt as necessary):

• What is your age?
• What is your gender identity ?
• What is your highest level of completed education?
• What is your employment status?
• What motivates you to [buy/subscribe to] [product]?
• What is your average [e.g., monthly] spend on [product]?
• How important are the following factors when [buying/subscribing to] [product]?
• How do you typically learn more about [product]?

You can access this buyer persona market research survey template on Google Docs:

Find out where customers of the product “hang out” and send them this survey.

You won’t acquire any insights from observing the results at face value — you’ll need to identify trends within them. For example, different age demographics might have different motivations for buying. For this reason, you’ll usually learn about the size and motivations of multiple submarkets as well as the market overall.

You’ll also learn where customers hang out most by the number of responses per source. In addition, the “How do you typically learn more about [product]?” question provides additional sources of respondents to the survey.

Ultimately, you’ll learn who and where.

Competitor analysis surveys are used to see how dominated, underserved, or untapped a market is. They’re also used to discover opportunities for improvement, the shortcomings of rivals to exploit, and even fresh product ideas. When combined with buyer personas, you’ll be able to position or reposition your product in the market, or if necessary, call it a day and exit the market entirely.

Again, these are the questions I’d ask (adapt as necessary):

• When you hear “[product]”, who comes to mind?
• How often do you see their marketing campaigns?
• (Conditional) What do you like and/or dislike about them?
• (Conditional) How do they compare to us?
• (Conditional) Why did you choose that answer?
• (Conditional) How likely are you to choose their [product] over ours?

You can access this competitor analysis market research survey template on Google Docs:

The audience for this survey is the same as that of buyer persona surveys — customers who use the type of product in question. Run it periodically, especially if you’re seeing low sales. However, if you’re fishing for a product idea, start with this survey (feel free to be a bit more vague; for example, ask about coffee rather than coffee shops) and then lead into your buyer persona survey after that.

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Competitor analysis surveys are a bit more qualitative than buyer personas, so you’ll want to synthesize the data by using affinity mapping to quantify the insights.

You can use brand awareness surveys to see how your brand is perceived by a target market. This is less about product needs/wants and more about how people see your brand overall, which in turn affects whether or not people are willing to consider or recommend your products.

Sometimes it can seem like you’re doing everything right, yet the market looks to your competitors. In this case, it could be that people are just unhappy or unaware of your brand, and this is where brand awareness surveys come in. Previously mentioned market research surveys cover brand awareness a bit, but this focuses on it.

These are the survey questions I’d recommend:

• How familiar are you with our brand?
• How did you first hear about our brand?
• How often do you see our marketing campaigns?
• Have our marketing campaigns influenced you to buy from our brand?
• Have you used our products before?
• Which of our products have you used?
• How likely are you to recommend our brand to friends or family?

And here’s the brand awareness survey template for you to adapt and use:

Send this one to your target market specifically.

It’s a quantitative survey, so once again, synthesize the results using affinity mapping and then use the insights to make data-driven decisions about your brand.

Other types of market research

Market research surveys should be utilized alongside other types of market research. Let’s take a quick look at what those types are.

With market-field research, you’d carry out your survey in-person and more contextually. For example, if you were researching an existing or potential market for coffee shops in a neighborhood, you’d benefit from surveying people at those establishments or whatever you think is the next best thing. You can approach this as a 1:1 interview or as what’s referred to as participant observation (which in this scenario is coffee and casual conversation!).

There’s also direct observation, where you’d just observe from a distance (in this scenario, you’d perhaps observe how long customers spend in coffee shops). If you’d really like to lean into this type of market research, I’d suggest doing both as part of a general market-field research case study.

Also, ethnography is a type of field research where entire social settings are observed, but this has very few use-cases.

The point of field research is to catch people in context, where their thoughts and feelings are at their most intense. Diary studies are similar, except that participants will record their experiences with a product (or lack thereof) over a specific course of time. Do whichever feels most applicable.

Market research interviews are 1:1 conversations to be used in place of market research surveys or as follow-ups to them.

Market research focus groups are essentially interviews but with all of the interviewees at once. The main benefit of focus groups is that a participant’s remark can help other participants to discover their unconscious thoughts. They’re also faster than conducting 1:1 interviews individually, but slower than surveys.

Different people open up in different situations depending on their personality type, so if resources allow I’d recommend doing all of them.

Conjoint analysis helps you to determine how much customers are willing to pay and for which features. If you’ve ever come across a useful feature but the overall product seemed expensive and/or had too many unwanted features, you either weren’t the target market for it or they didn’t do any conjoint analysis.

There are also many types of product pricing surveys — generic price testing , willingness-to-pay, price laddering, Van Westendorp’s price sensitivity meter — that are typically used during the product design process. While these are more for product research than market research, they can still be useful and you’ve probably done them already, so the best way to avoid reinventing the wheel is to see what kind of insights product designers are already sitting on.

Closing thoughts

Market research surveys are extremely useful for defining target markets, actually targeting them, repositioning ourselves within the markets that we’re already in, or reaffirming that we’re already in the right positions for product success.

However, market research surveys alone aren’t enough — we must also utilize other types of market research (as mentioned above) and utilize them in a strategic way. Kimberly Hale put together a great high-level guide to the overall market analysis process that demonstrates how to approach market research strategically.

As always, thanks for reading. Drop your thoughts and questions into the comment section below!

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ChartExpo Survey

Survey Templates in Excel to Analyze Survey Data

Why use an Excel survey template? You ask.

Because who doesn’t enjoy spending countless hours sorting through mountains of messy data? Just kidding; nobody loves that.

Are you looking for a way to gather and analyze data fast and effectively? Excel survey templates are the ideal answer. They allow you to collect information, organize it, and make sense of it all without losing your mind.

Surveying people is hard enough. Don’t make analysis more challenging than it needs to be. Free Excel survey templates will save you time, energy – and sanity.

Plus, they’re way more reliable than asking your cat for feedback. Trust me on this one.

Don’t let your data fall apart; let Excel templates be the missing piece to your survey success. So put down the calculator and let Excel do the heavy lifting for you.

Table of Content:

What is an excel survey template, why use an excel survey template, best excel survey templates, how to create an excel survey template, how to analyze survey templates in excel.

An Excel survey template is a pre-made or custom-built spreadsheet designed to collect data from survey respondents. Think of it as a genie in a bottle, empowering you to create informative and entertaining surveys. These templates usually include questions and answer options. Also, they include formatting to make the survey visually appealing and easy to complete.

You can gather insightful feedback and opinions from your audience using an Excel survey template. Then use that to your advantage to make wise decisions and accomplish your goals. Use an Excel survey template for the following reasons.

• Customizability:  You can tailor Excel survey templates to fit your specific needs. This includes the types of questions asked, answer options, and formatting.
• Easy to Use:  Many people are accustomed to using Excel, which makes creating and completing surveys simple.
• Time-Saving:  Using a pre-made template or creating your own can save time than manually inputting data from paper surveys.
• Cost-Effective:  Excel survey templates are often free, unlike some online survey tools that require a subscription.
• Efficient:  Responses are automatically recorded in the spreadsheet, making data collection and analysis straightforward.
• Accessibility:  You can distribute Excel survey templates via email or social media or embed them on a website. This makes it easy to reach a wide audience.

The correct Excel survey template will assist you in achieving your objectives fast and efficiently. Below are some of the top Excel survey templates you can use.

Microsoft Forms

Microsoft Forms is a free Excel-integrated survey tool. It offers ready-to-use survey formats that you can modify with little effort. Microsoft Forms allows for easy data collection from surveys . Then you can visualize the results in Excel.

Survey Monkey

Survey Monkey is a popular online survey tool. It provides customizable templates, different question types, and data analysis tools. Exporting the responses to Excel allows for more in-depth analysis.

Typeform is a popular online survey software. It offers a wide range of questionnaire templates, form options, validations, and logic. You can use it to create surveys that can be exported to Excel. Furthermore, you can connect Typeform responses to an Excel Online workbook. Then you can create filtered views, add conditional formatting, and even turn your responses into charts and graphs.

Creating an Excel survey template is easier than you think. Follow these steps and turn your data into gold.

• Determine the purpose of the survey:  The questions you ask in your survey should serve a specific purpose.
• Create a new Excel workbook:  Open a new Excel workbook and create a new sheet for the survey.
• Add the survey questions:  Insert the survey questions into the sheet. Keep your queries focused and to the point.
• Format the survey:  Use formatting tools in Excel to ensure the survey is appealing and easy to read. You can also add validation rules to ensure the accuracy of the responses.
• Test the survey:  Before distributing the survey, test it yourself to ensure everything works as intended. Make sure the questions are clear and easy to understand.
• Distribute the survey:  Share the survey with the intended audience through email or other means.
• Analyze the survey results:  Once you have collected enough responses, analyze the data to glean valuable insights. Then use these insights in instances such as decision-making.

Nothing quite compares to the thrill of combing through rows and columns of data. All this in the quest for insights that will revolutionize your business strategy.

And what better tool to use than Excel? The beloved spreadsheet that has been satisfying number-crunchers for decades.

But wait, there’s more. Why settle for boring old graphs and charts when you can jazz up your data with ChartExpo?

This powerful Excel add-in will take your survey analysis to the next level. Transforming your numbers into eye-catching visuals that will make everyone say, “Wow, you really know your stuff!”

Benefits of Using ChartExpo

• ChartExpo is the magic wand that transforms mundane spreadsheets into exciting, insightful graphs and charts. You don’t need to be a tech-savvy wizard to use it.
• ChartExpo’s user-friendly interface allows you to conjure up fascinating visualizations with ease. From colors to annotations, you can customize everything to suit your style.
• ChartExpo is the perfect data visualization solution if you’re on a tight budget. You can try it out risk-free for 7 days. If you decide to subscribe, it’s only $10 per month.

How to Install ChartExpo in Excel?

• Open your Excel application.
• Open the worksheet and click the “ Insert ” menu.
• You’ll see “ My Apps ”.
• In the office Add-ins window, click “ Store ” and search for ChartExpo on my Apps Store.
• Click the “ Add ” button to install ChartExpo in your Excel.

ChartExpo  charts and graphs are available both in Google Sheets and Microsoft Excel. Please use the following CTA’s to install the tool of your choice and create  beautiful visualizations  in a few clicks in your favorite tool.

Let’s say you own a restaurant. You want customer satisfaction feedback on food quality, prices, and the menu. You create a survey results Excel template that consist of the following questions.

• Is our food quality up to the mark?
• Should we add more food items to our menu?
• Are our Food prices better than others?
• Will you recommend your friends to try our food?

Your respondents are to answer each question from the choices below.

• Strongly Disagree
• Neither agree nor disagree
• Strongly Agree

Assume your survey yielded the results below.

• To get started with ChartExpo, install ChartExpo in Excel .
• Now Click on My Apps from the INSERT menu.

• Choose ChartExpo from My Apps , then click Insert.

• Once ChartExpo is loaded. Click on “ Likert Scale Chart ” from the list of charts.

• Select the sheet holding your data and click the Create Chart from Sheet Data button, as shown below.

• Strongly Disagree=1
• Neither agree nor disagree=3
• Strongly Agree=5
• Once all is set, click the “ Create Chart ” button.

• The  Likert Scale Chart will look like as below.

• If you want to have the title of chart, click on  Edit Chart , as shown in the above image.
• To change the title of the chart, click on the pencil icon that is available very next to  Chart Header .
• It will open the properties dialog. Under the  Text section, you can add a heading in  Line 1  and enable the  Show  Give the appropriate title of your chart and click on  Apply button.

• Let’s say you want to add text responses instead of numbers against every emoji.
• Click the pencil icon next to the respective emoji. Expand the “ Label ” properties and write the required text. Then click the “ Apply All ” button.
• Click the “ Save Changes ” button to persist the changes.

• The final chart will look like as below.

• 70% agree that the food quality is good, but 20% disagree.
• 45% want to see more food items added to the menu. 40% do not want any more additions, and 15% have no opinion.
• Regarding food prices, 65% agree, 25% disagree, and 10% maintain neutrality.
• 50% of the customers agree to recommend the food to their friends. 35% disagree, and 15% have no opinion.
• 58% of the customers responded positively to the survey questions.
• 29% gave a negative response.
• 13% had no opinion.

How do I create a survey in Excel?

To create a survey in Excel:

• Choose the questions.
• Create a table in Excel with a column for each question.
• Add rows to record the replies.
• Create response options using Excel’s data validation tool.
• Distribute the survey and gather feedback.
• Analyze the feedback.

How do I summarize survey results in Excel?

Use pivot tables to summarize survey results in Excel. They can quickly count, average, or sum up survey responses by category or subcategory. This makes it easier to identify trends and patterns.

Can I use Excel survey templates for market research?

Yes, you can use Excel survey templates for market research. Excel offers various survey templates for varied survey needs, including market research. These templates precisely capture the data you need to help you with decision-making.

How do I know if my survey questions are effective?

To know if your survey questions are effective, ask yourself the following questions:

• Are the questions clear and easy to understand?
• Are the questions relevant to the research objectives?
• Are the questions unbiased and free from leading phrases?

Refrain from settling for mediocre survey results when you can have the best. Excel survey templates are like a secret weapon for data collection and analysis. It’s like having a personal survey superhero at your fingertips.

You can save time and money with Excel survey templates. They are simple to use, and you can tailor them to suit your brand. Furthermore, they facilitate and improve the effectiveness of survey analysis.

Remember that you don’t need sophisticated technical knowledge to design an Excel survey template. All you require is an effective tool. Then, you can create an Excel survey template and start gathering customer feedback in minutes.

You cannot, however, simply construct an Excel survey template. You must also understand how to analyze the data to attain your objectives.

Use ChartExpo.

With a few clicks, ChartExpo adds interactive visualizations to your spreadsheets. Therefore, you can create appealing and insightful visualizations of your data.

Why not give it a whirl and see the magic for yourself?

How much did you enjoy this article?

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10 Free Competitive Analysis Templates in Excel and ClickUp

Vivian Tejeda

ClickUp Contributor

February 13, 2024

The world moves fast. And chances are, so does your competition. 

What’s a team that wants to stay competitive to do? That’s right. You probably know what I’m about to say.

One of the best ways to know what your next best step should be is to work through a competitive analysis. This ensures that you are taking a holistic view of your market and the competitors in it.

To help you with this, check out the list of 10 free competitive analysis templates for Excel and ClickUp. These templates make it simple to track, compare, and learn from your competitors , giving you the edge you need to be the best. 🥇

But first, of course, let’s start with a clear definition.

What makes a good competitive analysis template?

1. clickup competitive analysis template, 2. clickup competitive analysis pricing template, 3. clickup competitive tracking template, 4. clickup competitive market analysis template, 5. clickup seo competitor analysis template, 6. clickup comparison matrix template, 7. clickup product features matrix template, 8. clickup comparative market template, 9. template.net competitive analysis template excel, 10. slideteam powerpoint competitive analysis template, benefits of using a detailed competitive analysis template.

What is a Competitive Analysis Template?

A competitive analysis template is a ready-to-use document, spreadsheet, slide deck, or task list that’s designed to help you gather and analyze information about your competitors.

By looking at the different aspects of another business—like products, funding, market share, pricing, and marketing strategies—a competitive analysis template lets you record insightful information. These templates provide board members, leadership teams, or individual contributors with a sortable and easy-to-digest report on your competitors.

This valuable knowledge then helps you make better decisions and plan your own business strategies around your competition.

A good competitive analysis template is clear, easy to use, and comprehensive. It should include relevant categories and fields that allow you to collect and compare information and gather the pros and cons of your competitors. 

A useful template should be adaptable to your specific industry and your target audience. It’s always a plus when your competitive analysis is visually appealing , though that’s not necessarily a requirement. 

You do want to make sure your analysis is organized and that’s where a template saves you tons of time. Ultimately, a high-quality competitive analysis template lets you gain valuable insights into your competition and supports informed decision-making for your business’s growth and success.

10 Free Competitive Analysis Templates

Competitive analysis is valuable for businesses looking to get ahead in their industry and learn about their direct competitors. By using these free Excel and ClickUp templates, you’ll be on your way to understanding your competition and making smarter decisions that boost your business.

Here’s a list of some of our best competitive analysis templates to start using today.

Try out ClickUp’s Competitive Analysis Whiteboard Template ! The elements can be freely added, modified, and positioned in this interactive view. Based on your set metric, each quadrant depicts how each element performs. It even includes a legend for each quadrant. 

Use this comprehensive template to stay informed about their competitors’ strengths, weaknesses, and strategies. It’s also possible to identify areas where teams excel and areas for improvement by tracking key metrics, such as market share and product offerings. 

For example, the marketing team could use this template to compare social media engagement between competitors.

With two statuses and one view, this analysis template helps you investigate your main competitors to learn more about their goods, sales, and marketing strategies as a way to gain market share. 

Use ClickUp’s Competitive Analysis Pricing Template to make data-driven decisions about your own pricing models, ensuring you remain competitive while maximizing profit. A retail business, for example, could monitor competitors’ discounts and promotions to optimize its own pricing strategy.

Track your competitor’s products! 

With ClickUp’s Competitive Tracking Template , teams monitor competitors’ activities and progress over time. By staying up-to-date on competitors’ product launches, marketing campaigns, and customer feedback, adapting their strategies to stay ahead becomes that much easier. 

Once you create it as a shared doc, the whole team is able to stay informed on what products are currently out there. For example, a software development team might track rival software updates to ensure their product is able to compete.

How well does your product measure up in the market? Try a competitor analysis complete with matrices that help you visualize where you stand in the market.

The Competitive Market Analysis Template is designed to help teams spot trends and use the information to come up with innovative products or services. A startup, for example, might use this template to identify an underserved customer segment and create a targeted offering. It’s also important to detail your direct and indirect competitors.

Organically ranking in search engine results pages is one of the most cost-effective ways to gather leads, build brand awareness, and grow your market share! 

Try ClickUp’s SEO Competitor Analysis Template out to improve your own SEO efforts and drive more organic traffic to your product website. A content marketing team could use this template to identify high-performing keywords and create engaging SEO-friendly content—giving you a competitive advantage.

This way, you ensure your keyword strategy is organized and you keep track of all of your content creation efforts in one place for all your SWOT analysis .

ClickUp’s Comparison Matrix Template enables teams to compare multiple competitors across various factors in a visually appealing matrix format for detailed SWOT analysis.

Maybe you need to compare multiple competitors across a handful of factors in a way that’s visually appealing and easy to digest. If so, the ClickUp Comparison Matrix is the perfect template for you. 

Make informed strategic decisions by identifying competitor weaknesses. For example, a sales team might use this template to identify areas where their product outshines the competition , allowing them to emphasize those features during sales pitches.

Check out these product comparison templates !

This Product Features Matrix Template by ClickUp helps teams compare their products or services with those of their competitors. By highlighting key features, benefits, and pricing, teams can better understand their position in the market and make necessary adjustments. 

A software company, for example, could use this template to compare the features and functionality of competing applications. This gives you a competitive advantage across your direct and indirect competitors so you better identify market trends.

If you’re looking for more examples, check out our list of the best Matrix templates !

ClickUp’s Comparative Market Analysis Template is designed to compare the performance of various products, services, or strategies against predetermined criteria for the ultimate competitor analysis.

Use this information to identify your competitive advantage and the most effective approaches and make data-driven decisions. A product development team could use this template to evaluate and compare prototype designs before selecting the final version.

Additionally, a Comparative Market Analysis (CMA) template is helpful for tasks like determining a house’s value using recently sold, comparable properties.

This Excel-based template from Template.net offers a familiar and easily customizable format for teams looking to analyze their competition. By tracking competitors’ data in Excel, teams use built-in features like charts and pivot tables to visualize and analyze their findings. 

A finance team might use this template to compare key financial metrics of competitors, such as revenue growth or profit margins. But that’s only one example— keep in mind that Excel is flexible . 

This PowerPoint competitive analysis template helps teams present their target market findings in a visually appealing and digestible format. 

By transforming raw data into engaging presentations, teams communicate their insights with much more clarity. A management team, for example, could use this template to showcase the competitive landscape during a strategic planning meeting without spending hours in front of a computer creating a presentation from scratch.

Related: Balanced Scorecard Templates

What’s so great about running a competitive analysis as part of your greater business strategy? 

You learn a lot more about your market

Competitor analysis helps teams understand their industry and target market better. This knowledge equips them with the information they need to come up with a strong plan of action. 

For example—through a competitive analysis—a software company might identify trends in customer preferences, helping them align their product with the demands of the market. 🎯

It uncovers better opportunities for your business

By examining competitors’ strengths and weaknesses, teams uncover potential opportunities for growth and expansion . This process may reveal gaps in competitors’ offerings , which means you’ve just uncovered a chance to introduce a unique solution. 

For instance, a fitness app developer could discover that rivals lack comprehensive nutrition tracking, thus deciding to incorporate this feature into their app and highlight it as a feature that sets them apart. 

It can drive the quality of your products or business strategies

Teams analyzing competitors’ products and services refine their own offerings and set themselves apart. Why is this? Studying competitors enables them to identify best practices and innovative features. From there, it’s just a question of adding them to your own products. 

 A clothing retailer, for example, might observe that a competitor offers personalized style recommendations through a style quiz and decides to implement a similar experience to enhance their customers’ experience. 

Knowing your competition’s strategies and tactics gives you an edge, no doubt. Gaining insights from competitive landscape templates allows teams to develop better strategies across multiple aspects of their business. 

By understanding the competitive landscape, teams make more informed decisions on marketing, product development, pricing, and customer engagement. Strategies around customer engagement, sales and distribution, and even marketing and advertising are all improvable with a thorough competitive analysis.

You create more informed goals and benchmarks

With a competitive analysis template in tow, teams have an easier time benchmarking their performance against current market standards. The comparative nature of a competitive analysis allows teams to set realistic goals and measure progress against those goals. 

As an example, a digital marketing agency could evaluate its competitors’ client retention rates and set targets to surpass them, ultimately driving business growth. 📈

Where is your brand positioning in relation to your competitors and your overall target audience? It’s a critical question that a competitive analysis helps you answer clearly. By understanding the unique selling points of competing brands, teams are able to emphasize their own strengths and develop a compelling brand identity. 

For example, an eco-friendly cosmetic company could highlight its sustainable practices and natural ingredients to differentiate itself from rivals after finding out that no one else in the cosmetic industry is using this angle. 

Anticipate Your Competitor’s Moves

Analyzing competitors helps teams anticipate their moves and stay ahead of the game. The thing about competitive analysis is that it helps teams uncover patterns and potential opportunities. 

This helps teams prepare for potential challenges that may lie ahead, or it may inform how they’ll run their marketing campaigns for Q4. The main benefit of a competitive analysis lies in the seemingly endless possibilities in terms of what you can do with the data you uncover. 

Let’s say you’re a marketing team at a beverage company. You notice a trend toward low-sugar alternatives and develop new product lines just in time for the holiday season, staying ahead of the competition. 

Identify potential partnerships and collaborations

Who doesn’t love mutually beneficial relationships? Competitor analysis templates may reveal opportunities for collaboration with other companies in your industry. 

A competitive analysis framework uncovers competitor strengths that complement your own. For instance, a tech startup specializing in AI-driven analytics could partner with a larger company offering complementary services like B2B data delivery, ultimately expanding its reach and improving its offerings. 🤝

Enhance The Customer Experience

By understanding the strengths and weaknesses of competitors, teams first have to identify areas of improvement to then be able to enhance the customer experience.  

For example, a product team for a subscription box service might learn that competitors have more efficient shipping processes, prompting them to streamline their own logistics to ensure timely deliveries and satisfied customers. 

Track Competitors with Competitive Analysis Templates

Competitive analysis is a crucial tool for any business looking to stay ahead of the game. By using one of these 10 templates, you get major insights into your competition and the market, allowing you to make more informed decisions about your own products and services.

There’s nothing more valuable than information about your direct competitors, so why not get tracking to get that competitive advantage?

Start identifying areas for improvement and growth, capitalize on new opportunities, and ultimately achieve greater success. So if you haven’t already, consider incorporating these competitive analysis templates into your business strategy—your bottom line will thank you.

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Market Analysis Excel Template

Creating visual market analysis in Excel. Enter your data regarding all demographics. Dynamically generate the market landscape. Ready to print.

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TEMPLATE DESCRIPTION

Do you need to make a demographic analysis of the market for your latest product or project? Our Market Analysis Template fixes all your problems about the visualization and preparation of a market review in all aspects. And it is all in Excel! So, you don’t need any extra software.

The market assessment is important for every industry and requires lots of preparation. Also, a nice-looking presentation will always affect the investors and managers! The market Analysis Template in Excel is ready to export to PowerPoint and fully printable.

Let’s dive into the details of the template!

Market Analysis Template in Excel Features

This template has two main sheets.

Dashboard is the first sheet that you will see in the market research template . It has all the visual market research analysis graphics and charts. Basically, there are three parts in this sheet. First, you will see two charts consequently named Market Size and Market Size Over the Years . These charts are great to establish the basic knowledge on the general market for the viewers.

Second part of the market analysis template dashboard displays 5 different market type and their criteria in a visual way. They are to show the compatibility of a market through 3 targets: TAM, SAM, and SOM.

• TAM: Total Addressable Market
• SAM: Serviceable Available Market
• SOM: Serviceable Obtainable Market

The ratio between these variables will determine if your market is compatible with your product or not.

And lastly, you will see the specific charts of your Customer Demographics . With these, you will comprehend your potential customers easily.

You need to input your own data in this sheet to create the charts in the dashboard of the Market Analysis Template. You can change the market names to the market names you wish to compare.

You will see that Barriers to Entry , Ability to Compete and Market Economics sections are filled with dropdown cells. Choose one of the Low, Medium, or High options.

Market Analysis Template in Excel Summary

• Competitive market evaluation dashboard
• Generate target market analysis
• Ready-to-use Excel template
• Ready for presentations
• No need for any installation
• Instructions included
• Works both on Mac and Windows
• No VBA codes or Macro

Market Analysis is a ready-to-use Excel Template and provided as-is. If you need customization on your reports or need more complex templates, please refer to our Custom Services .

PRODUCT VIDEO

Watch the video below to see the template in action! Presentation also includes usage notes, explanations and tips & tricks about the template.

FREQUENTLY ASKED QUESTIONS

User reviews & comments, 2 reviews for market analysis excel template.

David Rodriguez – June 2, 2023

PDF exporting is great! For creating attractive reports and share easily.. But I need clearer info for analyzing the data!

Someka – June 2, 2023

Hello David!

The sticky notes in the template provide detailed information. If you prefer more help, please contact us at any time! [email protected]

Stephanie Owens – June 1, 2023

This template’s features are dynamic and impressive. They make market analysis easier and save time.

You must be logged in to post a review.

Only verified users who have downloaded and used the template may leave a review.

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11 Best Excel Expense Report Template Sites (2024) [FREE]

1. introduction.

Whether you are a self-employed professional, a small business owner, or a global company executive, keeping track of expenses is a critical part of effective financial management. In an era marked by the rise of digital tools and instant communication, efficiency and automation are key to achieving financial control. This is where Excel Expense Report Templates come in.

1.1 Importance of Excel Expense Report Template Site

These templates allow you to record, sort, and manage expenses with ease. More than a mere digital notebook, these templates are designed to auto-calculate totals and prevent errors, sparing you from manual computation. A well-designed Excel Expense Report Template not only saves time but also provides a clear picture of expenditure, which is crucial in budgeting.

In the online space, numerous platforms offer Excel Expense Report Templates. These sites vary in design, functionality, user-friendliness, and cost, making the selection process a daunting task for many. Therefore, it is important to understand the different offerings, in order to select a template site that best serves your needs.

1.2 Objectives of this Comparison

This document aims to provide a thorough comparison of various Excel Expense Report Template sites. The objective is to dissect the offerings, identify the pros and cons of each platform, and provide a comprehensive guide for readers to make a well-informed choice that suits their requirements. The comparison focuses on 11 popular platforms, reviewing the features, setbacks, and unique selling points of each.

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2. Smartsheet Excel Expense Report Templates

Smartsheet is an efficient platform offering an array of free Excel expense report templates. Primarily designed for businesses, it provides options that range from basic expense reporting to industry-specific reporting. Smartsheet’s templates are created to help users automate expense tracking and streamline reporting processes.

• User-friendly: Smartsheet’s Excel expense report templates are designed with the user in mind. They are straightforward and easy to navigate, making them suitable for users at all skill levels.
• Variety: Offering a wide array of templates, Smartsheet ensures there is a solution for all kinds of businesses, regardless of their size or industry. This flexibility meets the unique needs of different users.
• Free of charge: All Smartsheet’s Excel expense report templates are available for free, making it an accessible solution for businesses operating on a tight budget.
• Limitations on customization: Although Smartsheet’s templates are highly utilitarian, they offer limited options for customization. This could pose a challenge for businesses with unique reporting requirements.
• Learning curve: While they are relatively easy to use, mastering the range of capabilities offered by Smartsheet’s tools and templates can take some time, which users should be prepared for.
• Lack of dedicated support: As the templates are free, dedicated help or support from Smartsheet in case of issues or queries is not guaranteed.

3. Vertex42 Excel Expense Report Template

Vertex42 specializes in providing an optimally-designed Excel Expense Report Template that aims to simplify the expense tracking process. The template is designed with a focus on ease of use and functional features to cater for professional needs. It’s a single comprehensive template adaptable to different situations and individuals.

• Simple and clear layout: Vertex42’s template features a clean layout that’s easy to understand, reducing the time needed to learn how to use it.
• Customizable fields: Vertex42 allows for some customization within fields. This flexibility allows businesses to tweak the template to match their specific needs.
• Comprehensive form: The expense report template not only records expenditure but also allows users to detail the nature and purpose of each expense, providing a holistic view of spending.
• Limited Template Options: Unlike platforms that offer a variety of templates, Vertex42 provides primarily one basic expense report template. This may limit its suitability for businesses with unique and extensive requirements.
• Limited automation: Despite its simplicity, the Vertex42 template lacks advanced automation features, meaning users will need to manually input and calculate some data.
• No direct support: Should users encounter problems or have queries about the template, there is no dedicated support team to assist promptly.

4. Microsoft Expense Report

Microsoft offers an official expense report template for its Excel users. Typically, the templates are easy to navigate and are renowned for their fluid compatibility with all versions of Microsoft Excel. The fact that it originates from the creators of Excel adds an additional layer of reliability and efficiency.

• Compatible: The Microsoft Excel Expense Report Template is designed by the manufacturer, ensuring maximum compatibility with all versions, whether on PC or Mac.
• Reliable: Being the product of Excel’s creators, expect zero compatibility issues or unexpected crashes during usage, making it a very reliable choice.
• Free of Charge: The templates provided by Microsoft are available for free, saving costs for users.
• Limited Functionality: Microsoft’s template may have basic features compared to some competitors. It may lack some functionality or advanced customization that other platforms offer.
• Limited Variety: There’s a restricted choice of templates available, potentially hindering users who may need a variety of templates to suit different reporting requirements.
• Absence of dedicated support: Just like most free tools, Microsoft does not guarantee direct support or immediate problem-solving assistance for its free templates.

5. Clockify Expense Report Templates

Clockify is a renowned time tracking software that also provides a functional and efficient Excel expense report template. It aims to make expense management as simple and speedy as possible. The template is best suited for professionals who prefer straightforward and practical expense report forms.

• User-Friendly: Clockify’s template comes with an intuitive and simple design, making it accessible even to novices in expense management.
• Time Tracking Integration: As a time tracking tool, Clockify provides seamless integration with its other tools, making it a great choice for users already using or intending to use Clockify’s time tracking software.
• Free of Charge: Like other offerings from Clockify, this Excel expense report template is available without any cost.
• Limited Functionality: While the simplicity of Clockify’s template is a plus, advanced users might find it lacking in additional features and sophisticated customizations.
• Single Template: Unlike sites that house a variety of templates, Clockify has only one standard template which might not fulfill diverse needs.
• No direct support: In case users encounter any difficulty with the template, there’s no dedicated support team to assist with resolving issues.

6. ClickTime Expense Report Template

ClickTime provides an Excel Expense Report Template that is geared towards simplifying expense management. As a provider of online timesheet and productivity tools, ClickTime extends its functionality to expense reporting with a focus on usability and efficiency.

• Wide functionality: The ClickTime’s template incorporates extensive expense categories accommodating a broad range of business requirements.
• Integration with ClickTime Services: If you’re already using ClickTime’s timesheet or workflow services, this Expense Report Template integrates smoothly with these services.
• Ease of Use: The template has a user-friendly, intuitive design that simplifies the task of expense reporting.
• Basic Design: Some users might find ClickTime’s Excel expense report template too simplistic or basic with lack of advanced customization.
• Limited Templates: ClickTime offers a single broad-based template, limiting options for businesses with specific reporting needs.
• Might require subscription: For enhanced functionality or dedicated support, users might need to subscribe to ClickTime’s services which could incur costs.

7. FreshBooks Expense Report Template

FreshBooks, well-known for its accounting software, also offers a dependable, well-structured Excel expense report template. The template brings together FreshBooks’ understanding of business finance-related needs, resulting in a superior expense management solution.

• Professional Design: FreshBooks’ Excel Expense Report Template features a professional, neat design with clear fields, making it suitable for formal business reporting.
• Integration: The template offers easy integration with FreshBooks’ own accounting software, creating a streamlined experience for users already on the platform.
• Free to use: The template is available without any cost, a perk for users on a budget.
• Limited Functionality: While it covers basic expense reporting needs effectively, the FreshBooks template might not offer more advanced features that some businesses might require.
• One Template Option: FreshBooks provides a single template, offering limited options for those looking for varied templates.
• No Direct Support: As a free tool, it doesn’t come with dedicated support or immediate assistance from FreshBooks, which users might need in case of problems.

8. Template.Net Expense Report Templates

Template.Net is a comprehensive platform offering a wide range of expense report templates compatible with Excel. The variety caters to different business sectors, personal needs, and professional scenarios, with options for customization to meet unique demands.

• Variety of Templates: Template.Net offers a vast choice of templates to suit a diverse range of reporting needs, making it a versatile platform.
• Customizable: The templates can be tweaked to match specific demands, extending their usability to cater for unique requirements.
• Targeted Templates: The site provides targeted templates streamlined for various industries and professions, allowing users to select a template that matches their exact needs.
• Varied Quality: With the sheer volume of templates, there might be inconsistencies in quality across different templates.
• Can be overwhelming: The multitude of templates available might be overwhelming for users looking for a quick, easy selection.
• Costs for Premium Templates: While many templates are free, some premium or highly specialized templates come at a cost.

9. EXCELDATAPRO Expense Report Excel Template

EXCELDATAPRO offers a handy Excel expense report template that delivers compact and easy-to-navigate expense management solutions. It is designed to simplify the expense tracking process by providing users a detailed yet straightforward approach to recording and analyzing expenses.

• Detailed and Comprehensive: The EXCELDATAPRO template focuses on delivering detailed reports, allowing for precise tracking and reporting of expenses.
• User-friendly: Despite the high level of detail, the template is easy to understand and use, even for those new to expense management.
• Free to Use: The template is available at no charge, making it a cost-effective option.
• Limited versatility: The EXCELDATAPRO template doesn’t offer a wide range of preferences and choices. Its singular nature might not suit companies looking for diverse templates.
• Basic Design: While practical, the design of the template is very basic, which may not appeal to all users.
• No Direct Support: In case of any queries or issues, there’s no direct assistance provided by EXCELDATAPRO.

10. Simple Sheets Expense Report Excel and Google Sheets Template

Simple Sheets offers a dual-use expense report template, compatible with both Excel and Google Sheets, providing flexibility and accessibility. The template is designed with a minimalistic approach, focusing on essential functionalities while maintaining user-friendly operations.

• Dual Compatibility: The template is usable with both Excel and Google Sheets, ensuring a seamless experience for users of both platforms.
• Minimalistic Design: It has a clean, intuitive design which makes it easy for users to navigate and enter information.
• Free of Charge: The Simple Sheets expense report template is freely available, making it an attractive choice for users looking to manage expenses effectively without incurring additional costs.
• Limited Features: While its simplicity is one of its strengths, this may translate to lack of advanced features that seasoned professionals may find beneficial.
• Single Template: It offers only one expense report template, which could limit its appeal for businesses that may require a range of templates to meet different needs.
• No Direct Support: Like many free tools, the Simple Sheets template does not include dedicated support. Users may have to rely on searching for solutions online if any issues arise.

11. MSOfficeGeek Expense Report Template

MSOfficeGeek provides an expense report template focusing on Microsoft Office tools and applications. Its template shares a detailed and customizable design for an efficient experience in tracking and reporting financial expenses.

• Customizable: The MSOfficeGeek template allows modifications to fields and carries a design that can be tweaked according to user preferences and business needs.
• Detailed Reporting: The template supports in-depth reporting, which can help provide a more detailed insight into financial expenses.
• Free of Charge: This well-structured template is available without any cost.
• Basic Design: While its functionality is appreciable, the design of the MSOfficeGeek template could be considered basic and might lack the visual appeal available from some other providers.
• Single Template: It offers only one template, limiting the choice for users who require a variety to suit different expense reporting scenarios.
• Limited support: Similar to other free offerings, MSOfficeGeek does not guarantee immediate or dedicated support for users having trouble with the template functionality.

12. Fyle Expense Report Templates

Fyle, primarily an expense management software, also offers several expense report templates compatible with Excel. These templates are designed to be comprehensive and intuitive, reducing the time needed for manual entries and calculations.

• Integration: The templates can be easily integrated with Fyle’s own expense management software, streamlining your workflow if you are already a Fyle user.
• Multiple Templates: Fyle offers a collection of templates to cater to different needs, providing a good range of options for users.
• Ease of Use: The design of Fyle’s templates is intuitive, which enhances the user experience by making data input and analysis easier.
• Limited Customization: While the templates offer key functionalities, customization options might be somewhat limited for users with specific needs.
• Cost: Unlike other entrants in our list, some templates might come with a charge, as Fyle also markets a paid software for Expense Management.
• Support: Quick customer support or direct assistance might only be available for Fyle’s paying customers.

13. Summary

13.1 overall comparison table, 13.2 recommended template site based on various needs.

Choosing a template site depends on your specific needs. If you are looking for variety and customizability, Template.Net or Smartsheet would be a good choice. If you’re after a simple, easy-to-use template then Clockify or Simple Sheets would be recommended. If you require a template that comes with integrated time tracking, Clockify would be the best option. However, if you’re looking for a template from a reliable source with high compatibility, the Microsoft Expense Report should be your pick. Note that support is generally not extensive across platforms, especially for free templates.

14. Conclusion

14.1 final thoughts and takeaways for choosing an excel expense report template site.

Selecting an Excel Expense Report Template requires an understanding of your specific business needs, as no one-size-fits-all solution exists. Among the array of options, certain platforms stand out in terms of offering varied templates, such as Template.Net and Smartsheet, while others emphasize simplicity and usability, such as Clockify and Simple Sheets.

If compatibility and reliability are your major concerns, then opting for the Microsoft Expense Report could be a good decision. Meanwhile, if you’re interested in additional functionality such as time tracking integration, Clockify meets this specification.

It’s crucial to note that while most of these templates are freely available, customer support is generally limited, and advanced functionality may come at a cost in some cases. Therefore, identifying your core requirements and matching them against the pros and cons of these platforms is essential to make an informed decision that ensures the chosen template effectively meets your expense reporting needs.

Author Introduction:

Vera Chen is a data recovery expert in DataNumen, which provides a wide range of products, including a wonderful PDF repair tool .

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