advantages of market research study

10 key benefits of market research

Market research is available as a service to help any company, service provider, individual or organisation make better, more informed decisions. The more research is embedded in the strategic plans of a firm, the better equipped it is to deal with the changing environment within which it operates. Here is a list outlining the main benefits of investing in marketing research:

• It helps businesses strengthen their position. Knowledge is power. Use market research to gain a better perspective and understanding of your market or target audience and ensure that your firm stays ahead of the competition.
• It minimises any investment risk. This is a simple but vitally important and often business critical consideration. Spending what is often only a small proportion of your investment on researching and testing the market, product, concept or idea makes sound business sense.
• It identifies potential threats and opportunities. Both primary research (fieldwork) and secondary research (desk research) can be utilised as an insurance policy against both obvious dangers on the road ahead. Coupling this with some qualitative research for deeper probing can highlight certain opportunities or warning signs that may otherwise have been missed.
• It helps to discover your’s and your competitor’s strengths and weaknesses. It’s vitally important to adopt an ‘eye’s wide open’ approach to any market research project which is why it’s often advised to work with a market research agency to ensure completely unbiased reporting. Use research findings to adapt and learn from your own weaknesses whilst capitalising on your new-found knowledge from competitor analysis to take advantage and forge ahead of the pack.
• It facilitates strategic planning. What is the foundation of your business strategy? If it’s evidence based and you’ve taken the time to invest in your own (and hopefully ongoing) research, you can be confident that you’ve given yourself the best chance to achieve your business goals.
• It helps in spotting emerging trends. Staying ahead in business is often about being the first, being the best or doing something that no-one else has thought about. Regularly taking the ‘pulse’ of what’s hot and what’s not in your industry is a key discipline. Speak to your research agency or research consultant about the range of techniques you can employ to spot and exploit these trends.
• It assists businesses to stay ahead of the competition.  Being the best demands a relentlessness to keep getting the basics right combined with a curiosity and willingness to innovate. Knowing how to leverage the findings and insights you extract from market research, audience research and data research are the keys to both getting ahead and staying ahead.
• It provides revenue projections.  A market forecast is a core component of a market analysis projecting the future numbers, characteristics, and trends in your target market. Potential customers can then be divided into segments . You want to focus on the best market – which is not necessarily the largest one or the market with the highest growth – it will be the one that matches your own company profile.
• It focuses on customer needs and demands. There are so many important reasons to keep your customers at the centre of all that you do in business and the same goes for research. With so many ways to reach customers using online panels, web communities, telephone survey’s, depth interviews and focus groups, market research keeps you attentive to where you can improve your proposition, customer service or product offering.
• It helps to evaluate the success of a business against benchmarks. A PWC survey found that companies that benchmark achieve 69% faster growth and 45% greater productivity than those that don’t. Use market research for competitor research, employee engagement surveys, and to highlight performance or knowledge gaps and areas for potential growth. This will open your company up to thinking about new methods, ideas and tools to improve your business effectiveness.

Find out more…

If you’re interested to find out more about the many techniques and research methodologies that are available to you, then check out our introduction to market research .

How to avoid common market research mistakes…

To help you avoid some common market research pitfalls , we’ve put together a list of the most common market research mistakes  and how to avoid them!

Can we help you?

If you have a specific business question that you think could be solved with the help with a market research professional then we’d be delighted to have chat. Please get in touch using the form below or you can email [email protected] or call us on 01271 337 100.

5 qualities to look for in a market research company 06/02/2017

10 market research mistakes and how to avoid them 09/05/2017

Using market research to win new business 10/07/2018

Essential Market Research Basics For Your Startup 11/02/2020

5 Golden Rules To Get The Most Out Of Your Market Research 02/03/2020

Top Market Research Tools Every Business Needs To Know About 11/08/2020

How To Begin Your Career In Market Research 17/01/2023

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Top 10 Benefits of Market Research: An Overview

Explore the dynamic world of Business Intelligence with our blog on the "Top 10 Benefits of Market Research." Uncover how strategic insights drive success, enhance decision-making, and maximise profitability. From customer satisfaction to competitive analysis, delve into the invaluable Benefits of Market Research and revolutionise your approach.

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Table of Contents

1) Key Benefits of Market Research

     a) Improved communication with customers

     b) Facilitates the creation of strategic

     c) Formulate comprehensive target personas

     d) Minimise expenses and enhance time efficiency

     e) Maintain a competitive edge in the Market

      f) Recognise growth opportunities

2) Challenges associated with Market Research

3) Conclusion

Key Benefits of Market Research

Market Research can provide valuable insights into various aspects of your business, such as customer satisfaction, Market trends, competitor analysis, product development, pricing, branding, and more. Some of the key Benefits of Market Research are:

1) Improved communication with customers

Communication is essential for building and maintaining relationships with customers, as well as understanding their needs, expectations, feedback, and pain points. By conducting Market Research, businesses can collect customer data and analyse their opinions, attitudes, and behaviors, using methods such as surveys, interviews, focus groups, or online reviews. 

It can help businesses improve their customer service, loyalty, retention, and referrals, by addressing their issues, answering their questions, solving their problems, or fulfilling their desires. For example, a business can use Market Research to find out what customers think about their products or services, how satisfied they are, what they like or dislike, what they want or need, or how they use or perceive them. It can help the business improve its products or services or create new ones that meet or exceed customer expectations.  

2) Facilitates the creation of strategic

Strategic plans are long-term goals and actions that guide the direction and vision of a business. By conducting Market Research, businesses can identify their Strengths, Weaknesses, Opportunities, And Threats (SWOT analysis) and evaluate their current performance, position, and potential in the Market. It can help businesses create strategic plans that are realistic, achievable, and measurable, and align with their mission, vision, and values. 

For example, a business can use Market Research to assess its Market size, share, growth, and trends, compare itself with its competitors, and identify gaps or areas for improvement. It can help the business create strategic plans focusing on its core competencies, differentiating itself from its competitors, and capitalising on its opportunities.

3) Formulate comprehensive target personas

Target personas are detailed profiles of the ideal customers for a business based on their demographics, psychographics, behaviours, and needs. By conducting Market Research, businesses can segment their Market into different groups and create target personas for each group, using methods such as surveys, interviews, focus groups, or online analytics. It can help businesses tailor their Marketing messages, channels, and strategies to appeal to each segment and increase their conversion, retention, and loyalty rates. 

For example, a business can use Market Research to find out the age, gender, income, education, location, lifestyle, hobbies, values, goals, challenges, and motivations of their customers and create target personas that reflect their characteristics, preferences, and behaviours. It can help the business design and deliver products or services or create and distribute content that resonates with each target persona and addresses their needs, wants, or pain points.

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4) Minimise expenses and enhance time efficiency

Expenses and time are valuable resources for any business, and they should be used wisely and efficiently. By conducting Market Research, businesses can reduce the risk of making costly mistakes or wasting resources by testing their products or services or their Marketing strategies before launching them and ensuring that they meet the needs and expectations of their customers. It can help businesses optimise their pricing, distribution, promotion, and positioning strategies and ensure that they are aligned with their Market demand and competitive advantage. 

For example, a business can use Market Research to test their products or services with their target customers, using methods such as surveys, interviews, focus groups, or experiments, and collect their feedback, opinions, and reactions. It can help the business refine its products or services, eliminate flaws, and improve its quality, functionality, usability, or appeal.

5) Maintain a competitive edge in the Market

Competition is inevitable and unavoidable in any Market, and it can be a threat or an opportunity for any business. By conducting Market Research, businesses can keep themselves updated on the latest trends, innovations, and changes in their industry, and monitor their competitors’ activities, such as their products, prices, promotions, strengths, weaknesses, and strategies. It can help businesses maintain a competitive edge in the Market by staying ahead of the curve, adapting to the changing environment, and leveraging their strengths while overcoming their weaknesses. 

For example, a business can use Market Research to identify the emerging needs, preferences, expectations, and demands of their customers, and adapt their products or services accordingly. They can also use Market Research to spot the emerging trends, innovations, and opportunities in their industry, and leverage them to gain a competitive advantage.

6) Recognise growth opportunities

Growth opportunities are potential ways for a business to expand its Market, products, or services, and increase its sales, revenue, or profit. By conducting Market Research, businesses can explore new Markets, products, or services and assess their potential size, demand, and profitability using methods such as surveys, interviews, focus groups, or secondary data. It can help businesses recognise growth opportunities that are feasible, desirable, and viable, and pursue them with confidence and clarity. 

For example, a business can use Market Research to assess the potential of new geographic, demographic, or psychographic segments and enter them with appropriate products, services, or Marketing strategies. They can also use Market Research to generate new ideas, concepts, or features for their products or services based on customer needs, preferences, or feedback to create new products or services or improve existing ones.

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7) Mitigate risks through concept testing

Concept testing is the process of evaluating the feasibility, desirability, and viability of a new product or service before launching it, using methods such as surveys, interviews, focus groups, or experiments. By conducting Market Research, businesses can mitigate risks through concept testing and ensure that their new products or services are aligned with their customers’ needs, expectations, and preferences and that they have a clear value proposition, competitive advantage, and Market potential. 

It can help businesses avoid launching products or services that are not well-received, not well-differentiated, or not well-Marketed and save time, money, and resources. For example, a business can use Market Research to test their new product or service with their target customers, and collect their feedback, opinions, and reactions, and use them to refine their product or service, eliminate flaws, and improve their quality, functionality, usability, or appeal.

8) Enhance decision-making with better information

Decision-making is the process of choosing the best course of action among various alternatives based on the available information, criteria, and goals. By conducting Market Research, businesses can enhance their decision-making with better information by providing them with reliable, accurate, and relevant data and insights that support their decisions with facts, evidence, and logic, rather than relying on intuition, assumptions, or guesses. 

It can help businesses make informed, rational, and effective decisions that are aligned with their goals, objectives, and strategies and that have positive impacts, outcomes, and consequences. For example, a business can use Market Research to support their decisions on product development, pricing, distribution, promotion, or positioning, by providing them with data and insights on customer needs, expectations, preferences, behaviours, or feedback, Market size, share, growth, or trends, competitor strengths, weaknesses, opportunities, or threats, or industry innovations, changes, or opportunities.

9) Compete with greater effectiveness

Competing with greater effectiveness means being able to outperform, outsmart, or outshine your competitors and attract, satisfy, and retain more customers by offering superior products or services or Marketing strategies that are differentiated, valuable, and appealing. By conducting Market Research, businesses can compete with greater effectiveness by understanding their competitive position, advantages, and disadvantages in the Market and by developing or improving their Unique Selling Proposition (USP), which is the factor that distinguishes them from their competitors and makes them attractive to their customers. It can help businesses stand out from the crowd, create a loyal customer base, and increase their Market share, sales, revenue, or profit. 

For example, a business can use Market Research to compare its performance, products, prices, and strategies with its competitors and identify its strengths, weaknesses, opportunities, and threats. They can also use Market Research to develop or improve their USP by highlighting their benefits, features, or values that are unique, relevant, and compelling to their customers.

10) Stay abreast of current trends

Trends are patterns or movements of change or development in a Market, industry, or customer behaviour that have significant impacts or implications for businesses. By conducting Market Research, businesses can stay abreast of current trends by monitoring and anticipating the changes and developments in their Market, industry, and customer behaviour, using methods such as surveys, interviews, focus groups, or secondary data. 

It can help businesses stay relevant, responsive, and proactive, adapt their products or services, or their Marketing strategies, to the changing environment, and meet or exceed customer expectations. For example, a business can use Market Research to identify the current trends, innovations, and opportunities in their industry and leverage them to gain a competitive edge. They can also use Market Research to identify the current needs, preferences, expectations, and demands of their customers and adapt their products or services accordingly.

Challenges associated with Market Research

Market Research can provide many benefits for your business, but it can also pose some challenges, such as:

a) Cost: Market Research can be expensive, depending on the scope, scale, and complexity of the research project. You may need to invest in hiring professional Researchers, Consultants, or agencies or purchasing specialised tools, software, or databases.

b) Time: Market Research can be time-consuming, depending on the type, method, and frequency of the research. You may need to spend a lot of time planning, designing, conducting, analysing, and reporting the research.

c) Quality: Market Research can be affected by the quality of the data, sources, methods, and analysis. You may encounter issues such as bias, error, validity, reliability, or generalizability of the research results.

d) Action: Market Research can be useless if you do not act on the findings, insights, and recommendations. You may need to implement, monitor, and evaluate the changes or improvements that you make based on the research.

Therefore, you need to plan and execute your Market Research carefully and use it wisely to reap the maximum Benefits of Market Research for your business.

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Market Research is a powerful tool that can help you grow your business in various ways. By conducting Market Research, you can improve your communication with your customers, facilitate the creation of strategic plans, and much more. However, you also need to be aware of the challenges associated with Market Research, such as cost, time, quality, and action, and overcome them with proper planning and execution. By doing so, you can enjoy the Benefits of Market Research and achieve your business goals.

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Market Research Definition, Types, Tools and Benefits

Published on Jul 01, 2022

More than doubling in size from 2008 to 2021, the market research sector brought in over $76.4 (Statista) billion worldwide in 2021.  

What is Market Research?

Market research is the process of gathering, analyzing, and interpreting information about a market, about the product or service to be offered for sale in that market. It is also about the previous, current, and potential customers for the product or service. 

Data collection, analysis, and interpretation are the three main steps in any successful market research project. The data could pertain to a certain demographic, general consumers, rival businesses, or the entire market. This is the cornerstone of any thriving business. The findings can be used for anything from discovering a fresh opportunity to entering the market to developing an entirely new product or service. 

Small business owners can benefit greatly from conducting market research. It can eliminate uncertainty in the creative process and direct energy and funding toward the most promising ideas and initiatives. Many types of market research are conducted by businesses at many different stages. 

Market Research for Businesses  

Accurate and comprehensive data gives a plethora of information on potential and existing customers, competitors, and the industry as a whole, making it the bedrock of any successful commercial endeavor. It helps entrepreneurs weigh the odds of success before sinking a lot of money into a new firm. 

An essential aspect of every successful business plan is conducting market research to gather data that can be used to address potential marketing obstacles. In reality, it is not viable to develop tactics like market segmentation (identifying distinct groups within a market) and product differentiation (establishing a unique selling proposition for a product or service that distinguishes it from the competition) without conducting market research. 

Types of Market Research  

1. quantitative research .

The results of quantitative studies are typically presented using numerical and graphic representations. It's the gold standard for verifying or disproving hypotheses. It is possible to establish broad, overarching truths about a subject by conducting this kind of study. Experiments, numerically recorded observations, and surveys with a limited number of predetermined answer choices are all examples of common quantitative approaches. 

2. Qualitative research 

Words are the currency of qualitative inquiry. It's a tool for making sense of things like ideas and experiences. Using this method, you can learn more about a topic from every angle, which is very useful for researching controversial or poorly understood subjects. Open-ended interviews, written descriptions of observations, and in-depth analyses of the existing literature are all examples of common qualitative techniques. 

Qualitative vs. Quantitative Research 

Quantitative research focuses on numerical and statistical facts, while qualitative research examines concepts and interpretations. Both are necessary to learn various things. Comparatively, qualitative research draws its conclusions from interviews and documents rather than statistics and reasoning. Quantitative studies typically report their findings numerically or graphically, while qualitative studies report their findings verbally. 

3. Primary Research 

Primary data refers to a study that seeks to collect firsthand information from real-world participants. Primary research is data collected by the researcher themselves through various techniques of approaching the target audience directly. You have full legal and ethical rights to the data set you to create. Primary research can be challenging due to the time, money, resources, and familiarity with the topic that it demands. 

4. Secondary Research 

Secondary research is a study that is done after primary research has already been conducted, and it consists of analyzing, interpreting, and summarizing the results of the primary research. A more precise definition of secondary research would be any study that makes use of publicly available data. When conducting secondary research, scholars refer to information that has already been gathered, processed, and made public (and therefore, you do not own this data). Since the accessible data has already been evaluated and interpreted, the researcher just needs to determine the data he wants to use, i.e., the data that is necessary for his project. 

Primary Research vs. Secondary Research

Research that involves the collection of new information, or "primary" research, is distinguished from secondary research by the fact that it is conducted for the first time on a particular topic. Instead, secondary research makes use of information that has previously been gathered through primary research. The fundamental dividing line between primary and secondary research is whether the research has been done before. 

5. Market Research 

Market research on branding can help a business develop, launch, and sustain its brand. This may involve the firm's ethos, branding, visuals, ideals, or very name. Interviews, focus groups, and surveys are all viable options for conducting research. 

6. Customer Research 

Market research on customers is learning what factors most strongly affect your demographic of interest and what adjustments may be made to better attract and retain them as paying customers. The objective of this study is to acquire an intimate understanding of your consumer base and their habits and preferences as they relate to your business. 

7. Competitor Research 

Conducting market research on your competitors entails learning about their businesses and assessing how they stack up against your own. Your competitive product in the market or how to break into a new market could also be a topic of discussion. The study's overarching goal is to help your company prepare for the future by identifying methods to set itself apart from competitors and by learning from customers' opinions and suggestions. 

8. Product Research 

Conducting market research on your items is essential to ensuring they will sell successfully once they hit the shelves. Finding out how people feel about your product and if they feel it's valuable and functioning properly is the goal of this study. The ability to think creatively about enhancements and new features is another benefit. 

Benefits of Market Research 

According to a survey, the market research business is expected to increase at a rate of 12-14% (The Economic Times) per year through FY26, at which point it would have surpassed the $4 billion mark. 

The following is a list of the most important reasons and benefits of marketing research: 

It's a great tool for boosting companies' standing. The ability to think critically and act on that thinking is the key to success. You can keep your business one step ahead of the competition by conducting market research to expand your knowledge of your market or target audience. 

Reduces the potential for loss on an investment. This is a basic point to think about, but it is often crucial to the success of a firm. When starting a firm, it makes sense to spend what amounts to a negligible amount on research and testing the market, product, concept, or idea. 

Possible dangers and benefits are highlighted. Insurance against these two glaring pitfalls lies in both primary research (fieldwork) and secondary research (desk research). Opportunities or red flags may be uncovered through the combination of this with qualitative research for further investigation. 

You can learn more about the advantages and disadvantages of your own business and of your competitors. To achieve entirely objective reporting, it is generally recommended to collaborate with a market research agency. Take advantage of what you've learned from study to improve in areas where you're weak and to gain an edge over the competition. 

Strategic preparation is helped by this. Where do you stand with the core principles of your company plan? If it's supported by data, and you've put in the time and effort to do your own (hopefully continuous) research, you can rest assured that you're giving yourself the best chance of success in your commercial endeavors. 

This aids in the identification of developing tendencies. Being the first, the best, or coming up with the idea that nobody else has is typically what it takes to stay ahead in business. Taking the pulse of your industry on a regular basis is an important habit. You can learn more about the tools available to you to identify and capitalize on these trends by consulting with a research firm or expert. 

Helpful for firms in keeping up with the competition. Being the best calls for an insatiable need for knowledge and a propensity to experiment. The key to success, and the ability to maintain that success, is knowing how to effectively apply the information gleaned from market research, audience research, and data research. 

It includes forecasts for future income. One of the most important parts of any market study is a forecast, which looks into the future and predicts the size, makeup, and trends of the market you're interested in. This allows for the categorization of prospective clients. You should prioritize the market that is the best fit for your business rather than the largest or fastest-growing. 

It's geared toward meeting the wants and desires of its patrons. Many things in business, including research, benefit from keeping clients front and center. By reaching out to individuals through online panels, web forums, telephone surveys, in-depth interviews, and focus groups, market researchers can learn where their business's ideas, services, and products can be strengthened. 

Using this method, one can measure the progress of one's company against predetermined standards. Utilize data gathered from the market to study the competition, gauge employee enthusiasm, identify knowledge or skill shortages, and identify development opportunities. This will allow you to consider novel approaches, ideas, and resources for boosting your company's efficiency. 

Market Research Tools 

In order to better understand your market and target audience, you need to use market research techniques. It's fundamental to every company's success, and in today's more crowded marketplace, a thorough familiarity with your target market is more important than ever. Good news: you don't have to be an "insights genius" to get started collecting the data you need, owing to the proliferation of market research tools. Some of the best and most widely used methods of market research include: 

• Answer the Public 
• Attest 
• Google Trends 
• Social Mention 
• Remesh 
• Heartbeat Ai 
• Think With Google 
• Spyfu 
• Latana 
• BuzzSumo 
• Statista 
• Typeform 
• Otter.ai 
• Dimensions.ai 

How to Conduct Research for Your Business: Market Research Strategies 

Despite their different objectives, market research and marketing research should use the same framework for gathering and analyzing information about your company's target audiences. These help in primary research as well as secondary research.  

Clearly identify the problem at stake. Establish an initial research topic. Having a clear research question in mind will allow you to better organize your findings. 

Start by figuring out your financial and time constraints. How much money do you have to put into your study? When do you anticipate finishing data collection? Research, like any other tactic for expanding your company, should be carried out within your means. Nonetheless, it may be worthwhile to spend more money to receive the most comprehensive results available, especially if the questions you are answering are time-sensitive. 

Planning your approach and requirements. Find out what information needs to be gathered and figure out how to get it. Observation, surveys, phone calls, and focus groups are among the alternatives. Consult a professional research agency if you are unsure of how to organize your data collection. 

Pick a way to sample the data. I need to know how you plan on picking people to take part in your study. You may require a cross-section of the consumer population at large, a subset of the population who share a particular characteristic of their way of life, or just the opinions of those who are already familiar with your brand. Develop a plan for tracking down and contacting the persons who will take part in your research. 

Prepare a data analysis strategy. Think about the methods you'll use to examine the data. Do you require numbers for statistical analysis, or can you get a sense of things from qualitative, observable data? Spend some time learning about the many types of analysis so you can pick the one that will yield the most useful results for your study. 

Gathering information. The next step is data collection, which may begin once you have settled on a research question and developed a strategy for answering it within the bounds of your time and money. Research is often outsourced to professional firms or consultants by many corporations. 

Examining the information. It is important to apply certain methods of analysis to make sense of your data, no matter how simple it may appear at first. Which analytical techniques you employ are most suited to your data is a function of the information you've gathered. Also, this is the time to double-check for any mistakes that might have crept into your data gathering, analysis, or sampling. 

Make the report you need. Concluding your research with a written report is the next to last stage. From formulating a problem statement to discussing the findings of your data study, your report should include it all. 

Why is Market Research Important?

Over 44,000 businesses across the United States provide some form of market research. Their total annual income is around $23 billion (QuestionPro).  

The importance of Market Research is the following -  

1. Identifies new products or services

By conducting market research, a business can learn what consumers want and how to best meet their demands. Identifying the major challenges associated with creating a product or service can help you save money. It's useful for figuring out what customers value most and how to implement that into your product or service offering. 

2. Identifies potential customers

You may learn more about your clientele by analyzing demographic information like their gender, age, income, occupation, and interests. You'll have a better idea of who to target with your future advertising efforts if you have a clear picture of your current clientele. When a product is marketed to the wrong demographic, sales suffer. 

3. Establishes viability of a product or service

If your organization is considering introducing a novel product or service to consumers, you should find out if there is a need for it. Do people need this product? Do the people you plan to sell to actually want this product? Does it have any chance of succeeding, and does it even have a chance of being a viable trend? 

4. Anticipates and discovers future market trends 

If you are familiar with your market and the tendencies that are just beginning to emerge, you will be better prepared to build tactics to combat any negative tendencies that may threaten your company. As a result, you can use rising tendencies to your advantage and propel your company forward. 

5. Keeps your company ahead of competitors

Examining your company's performance in relation to that of its rivals is a prime use for comparative research. If they're much ahead of you, it's a fantastic chance to figure out what you're doing wrong. It is possible to devise business plans that will help you surpass the competition. 

6. Decide the best marketing strategy

Conducting research is helpful for pinpointing the optimal distribution platform for reaching your target audience. If you find out that a large portion of your audience prefers one form of communication over another, it makes sense to concentrate your efforts there. Because of the scarcity of these resources, it only makes sense to direct them toward endeavors with a high probability of success. 

7. Reduces risk and increases profitability

The ability to assess the value of potential risks in light of past performance and anticipated future market behavior is a crucial business skill. The success or failure of a business idea depends heavily on the results of market research. Understanding your consumers and their habits is another crucial step in risk reduction. Taking less risk leads to greater financial rewards. 

8. Identifies threats and opportunities

The SWOT analysis is likely familiar to many of you. The acronym SWOT refers to a company's "strengths," "weaknesses," and "All four of them can be figured out with the use of market research . While a lot of data can be collected through market research, not all of it needs to be used. Use only information that is directly related to your major objective (which you will have established in advance). 

9. Helps to understand existing customers

By conducting market research, you can learn more about your current clientele. Because of this complexity, you can't assume that you know what your clients require. If you want to be successful, you need to take the temperature of your clientele on a frequent basis. Satisfaction levels among customers can also be measured with the help of surveys. You can find out what is bothering them and make adjustments if necessary. If they are already rather high, you can examine the factors that led to this success and implement changes to maintain it. 

10. Assists in realistic goal setting

Goals that are more realistic can be established with the support of up-to-the-minute information on your market and customer base. Knowing what to expect and how to realistically expand growth over time is greatly aided by establishing a growth pattern throughout time. Setting objectives that are too lofty will cause you to waste time and energy trying to achieve something that is impossible. 

How Efficient is Market Research? 

You should only invest time, energy, and money into market research if you expect to see a favorable return on that investment. Because it is so worthwhile, market research continues to play a significant role in the success of any organization. Market research won't ensure your company's success on its own, but it will arm you with the data you need to make the moves that will. 

Many of the advantages of this type of study were examined, but the drawbacks were also taken into account. If you don't conduct market research, you run the danger of losing clients to the competition, missing out on growth prospects, being more susceptible to hazards, making bad business decisions, and more. Some companies succeed without first doing their homework, but those situations are unusual. To build your firm and avoid typical errors, conduct market research. 

Market Research Methods  

Although there are a variety of approaches to conducting market research, the majority of companies opt to utilize one of the following five fundamental approaches: surveys, focus groups, personal interviews, observation, and field trials. Which strategies you decide to implement for your company will depend on the kinds of data you require as well as the amount of money you are ready to pay. Some of the major methods of market research are following - 

1. Surveys 

Surveys ask participants questions. They can use numerous survey methods. Surveys are a cost-effective technique to collect data for the study. Written surveys may encourage truthful responses since participants feel like they're speaking privately. 

2. Discussions 

Focus groups are moderated discussions. Companies assemble consumers to conduct focus groups, pose questions, and record replies. Participants' replies may reveal what consumers want in a firm or a product because they represent a broad group. Focus groups offer longer participant interaction than surveys. 

3. Interviews 

An interview combines focus group and one-on-one survey aspects. It includes recording one participant's comments at a time. Open-ended questions elicit in-depth answers from the interviewee. Researchers can ask follow-up questions and let interviewees ask their own. 

4. Social media listening 

Social media users routinely discuss corporations and their products. Researchers can search for discussion topics and measure consumer sentiment through social media listening. 

5. Observations 

Observation in market research means studying how consumers shop. Filming shoppers in a store and studying their shopping habits is common. This strategy can reveal their natural selves if they are ignorant of the observation. 

6. Experiments 

In a field trial, a corporation lets participants use a product under typical conditions and collects data. Participants' feedback was used to improve the product. 

7. Competitive analysis 

Competitive analysis is a secondary market research process where companies acquire and analyze competition information. It entails identifying primary and secondary rivals and analyzing their offerings, revenues, and marketing methods. 

8. Statistics 

Public data entails seeking and evaluating public market data. This research is often free online or in libraries. Research centers, polls, or government databases may provide this information. Public data is often used to confirm or compare primary market research. 

9. Purchased data 

Companies without the time or resources to perform their own market research can buy it. Several market research companies sell database subscriptions. Small and medium-sized businesses that can't afford primary market research may benefit from this approach. 

10. Analysis of sales data 

Competition analysis is just one way that may be used in tandem with sales data analysis to show how different business tactics affect revenue. It can also reveal consumers' buying behavior and consumer trends. 

Functions of Marketing Research  

The following are the main functions of Marketing Research - 

Description: Marketing research details customers. Age, sex, education, income, etc., are listed. It describes the market and competitors. This description helps marketing decision-makers and problem-solvers. 

Evaluation: Marketing research evaluates firm performance. It evaluates production and marketing policies. It measures customer reactions to product quality, price, packaging, advertising, sales, and promotions. If consumers dislike the company's policies, they must alter them. It contrasts company and rival policies. 

Explanation: Marketing research answers all marketing questions. It explains why sales are declining, why retailers are unhappy, etc. It explains the problem's causes. It gives a solution. 

Prediction: Marketing research forecasts. Predictions are future forecasts. It predicts sales, market prospects, dangers, marketing environment, customer behavior, etc. All predictions may be wrong. Predictions help the organization create plans and policies. It helps seize possibilities. It prevents future hazards. 

Decision Making: Marketing research aids decision-makers. It gives decision-making data. Decision-making involves choosing between options. Decision-making requires accurate data. MR helps the marketer decide. It gives decision-making data. It offers alternatives. It compares each option's pros and cons. It helps marketing managers choose the right action. 

Conclusion 

The world's markets are changing at a dizzying rate, making it more important than ever for companies to adapt quickly enough to be competitive. One method is to conduct market research. The results of your market research and analysis will provide you with a thorough understanding of your target audience's wants and needs, as well as your competitors' strengths and weaknesses. 

The key to making your business successful in the face of intense competition is identifying and fixing your deficiencies. The right market research tools will aid you in doing just that! The time to begin expanding your company is now.  

With a presence in New York, San Francisco, Austin, Seattle, Toronto, London, Zurich, Pune, Bengaluru, and Hyderabad, SG Analytics, a pioneer in Research and Analytics, offers tailor-made services to enterprises worldwide.    

A leader in  Market research services , SG Analytics enables organizations to achieve actionable insights into products, technology, customers, competition, and the marketplace to make insight-driven decisions.  Contact us  today if you are an enterprise looking to make critical data-driven decisions to prompt accelerated growth and breakthrough performance.

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How to Do Market Research: The Complete Guide

Learn how to do market research with this step-by-step guide, complete with templates, tools and real-world examples.

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What are your customers’ needs? How does your product compare to the competition? What are the emerging trends and opportunities in your industry? If these questions keep you up at night, it’s time to conduct market research.

Market research plays a pivotal role in your ability to stay competitive and relevant, helping you anticipate shifts in consumer behavior and industry dynamics. It involves gathering these insights using a wide range of techniques, from surveys and interviews to data analysis and observational studies.

In this guide, we’ll explore why market research is crucial, the various types of market research, the methods used in data collection, and how to effectively conduct market research to drive informed decision-making and success.

What is market research?

Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry. The purpose of market research is to offer valuable insight into the preferences and behaviors of your target audience, and anticipate shifts in market trends and the competitive landscape. This information helps you make data-driven decisions, develop effective strategies for your business, and maximize your chances of long-term growth.

Why is market research important? 

By understanding the significance of market research, you can make sure you’re asking the right questions and using the process to your advantage. Some of the benefits of market research include:

• Informed decision-making: Market research provides you with the data and insights you need to make smart decisions for your business. It helps you identify opportunities, assess risks and tailor your strategies to meet the demands of the market. Without market research, decisions are often based on assumptions or guesswork, leading to costly mistakes.
• Customer-centric approach: A cornerstone of market research involves developing a deep understanding of customer needs and preferences. This gives you valuable insights into your target audience, helping you develop products, services and marketing campaigns that resonate with your customers.
• Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
• Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
• Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
• Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

• Qualitative research
• Quantitative research
• Exploratory research
• Descriptive research
• Causal research
• Cross-sectional research
• Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

• Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
• Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
• Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

Here are the main characteristics of secondary market research:

• Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
• Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
• Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

• Surveys and questionnaires
• Focus groups
• Observational research
• Online research tools
• Experiments
• Content analysis
• Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

• Set clear objectives
• Identify your target audience
• Choose your research methods
• Use the right market research tools
• Collect data
• Analyze data 
• Interpret your findings
• Identify opportunities and challenges
• Make informed business decisions
• Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

• Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

• Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
• Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
• Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
• Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

• Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

• Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
• Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
• Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
• Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

• Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
• SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
• HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
• SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
• SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

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Market Research: 9 Key Benefits You Might Not Have Considered

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Market Research: What It Is, Why It Matters, and How To Get It Right

What is market research?

What is market research used for? How important is it? And, how do you choose the right type of research for your business?

Sit back, take five, and I’ll explain the different types of research , what tools are best for the job, and how you can leverage them to grow your business and master your market .

Market research definition:

Market research means to systematically collect and analyze data about a target market or defined segment. It’s a multivariate process that uncovers key facts and insights to inform decisions.

Whether you’re launching a new product , looking for ways to expand a business, or seeking out efficiencies in an existing company, market research is a highly effective way to flesh-out ideas, innovate, and grow. 

Advantages of market research

Market research helps you identify your greatest strengths, threats, and opportunities. It can help you find your way when markets become tough to predict and find efficient ways to grow your business .

• Reduce costs
• Define detailed customer personas
• Make data-driven decisions
• Find new opportunities for growth
• Unpack competitor’s successes
• Develop an informed content marketing strategy
• Identify trends
• Inform market analysis
• Discover the best marketing channels to use
• Find the best ways to communicate with customers
• Benchmark performance against rivals

Online market research can help the whole business at any stage of its life. When practiced consistently and systematically, you can realize its many benefits.

Why is market research important?

Market research helps you identify your greatest threats. And it also gives you a clear picture of opportunities you can capitalize on for greater returns on your business investments, or ROI.

Understanding your specific market on different levels and from different perspectives helps you reach well-informed, data-informed decisions . The process can involve multiple phases. But, if you follow a systematic approach using a market research template , your efforts will pay off.

To skip ahead and start right now, download our free pack of market research templates.

Different types of market research

Market research is a questions and answers game. Once you’ve asked the important questions, you’ll need to choose the right type of research to get your answers. There are four core types of research, each of which can be applied to help you solve a problem or gather insights to inform key decisions.

Primary market research

Primary market research is the first-hand collection of data. It’s data that’s not available to others, and can be obtained in a number of ways. Here are the most common.

• Web Metrics Use analytics software that provides traffic and engagement metrics to understand how audiences behave.
• Observation To observe how users behave and navigate your site, you can install software that records visits and creates heatmaps. Such tools are useful for qualitative research regarding your UX/UI and at the same time, quantify the findings.
• Customer surveys Survey questionnaires and polls can be distributed to any number of customers through email, SMS, your site, or social media. They let you collect both qualitative and quantitative data from respondents using open-ended questions.
• Focus groups You select a small number of people for a group discussion. A moderator leads the session with questions and records the conclusions. This is also a form of qualitative research, and you would use it to get in-depth information.
• Face-to-face interviews Another qualitative assessment method is one-on-one interviews. Consumers representative of your target audience or a segment of it are selected to answer questions about a specific research topic.
• Phone calls To involve a larger number of people and get more answers, you can conduct surveys over the phone. These interviews would be less specific and include fewer questions.

Helpful: A complete guide to doing primary market research

Secondary market research

Secondary research is second-hand data that has already been produced. It’s available to all who wish to consume it. Using this type of data is preferred by those who wish to keep costs low, as it can be quicker and freely available.

• Government reports and census data Annual, quarterly, and other periodic industry reports are a rich data source to tap into. Government organizations publish statistics in areas of trade, ecommerce, and finance.
• Academic papers and educational resources University research is a source of high-quality information. This is useful for in-depth background information on a broad scale.
• Online articles and case studies, public and commercial sources Industry-specific publications can be a valuable source of information for market segmentation, providing you with data and insights on market trends or a specific market segment or niche.

Further reading: A complete guide to doing desk research

Qualitative market research

Qualitative market research is one of the best ways to understand how people think or feel about a brand, product, or service. It takes more time to plan and analyze the results than other market research types. However, with tools like market research surveys , there are quick and effective ways to do it.

As some of the methods are outlined in the primary and secondary research sections, I’ve included a short list of qualitative research methods below.

• Focus groups
• Case study or whitepaper 
• Online forums
• Biometrics 
• Ethnography

Helpful: Read the complete guide to qualitative research and 83 qualitative research questions & examples

Quantitative market research

Quantitative market research is all about numbers. It collects numerical data to help answer specific research questions . The information collected can be easily quantified and analyzed to establish trends, insights, and patterns.

With this type of research, you’ve got three core data collection methods. However, you’ve also got to consider the design of the research, which can impact which method is used.

What is market research used for?

The applications for market research are virtually limitless. Market research can help you unravel the most complex of business challenges to reach data-driven decisions , and when used consistently, it can help you navigate turbulent times, fuel growth, and support your success . Here are just a few examples of what market research is used for, with a few real-world examples thrown in for good measure.

1. Company research

Market research allows you to shine a spotlight on any business and unpack its wins and losses for your own gain. Let’s say you are doing market research for a business plan ; you’ll likely want to evaluate the successes of others in your industry. Doing systematic company research is a proven way to inform a SWOT analysis .

Doing industry analysis can show you who your industry leaders are , along with any emerging players showing exponential growth.

Let’s say I want to find out which companies to research, I would use Similarweb Digital Research Intelligence to analyze an industry. Here, I can see who my top companies to watch are instantly. It also shows me other companies showing rapid growth in my market.

Read More: How to Research a Company: The Ultimate Guide

2. Competitive benchmarking

Most of your relevant data will come from your competition. If you plan to offer something that’s new for you but already exists in the market, learn from other’s mistakes and successes. If your goal is to evaluate and optimize, collect competitors’ data, and compare it to yours. See what works for them, find their weak spots, and improve on them.

What market research gives you here, is the ability to systematically compare each of your rivals. And, it’s not as complex as it sounds either. Simply choose a type of competitive analysis frameworks to use, complete the template for each; then compare the results to uncover relevant insights.

Read More: The Why and How of Competitive Benchmarking

3. Trendspotting

Another objective for market researchers is to forecast upcoming trends. Data collection over time helps you understand the dynamics of the market. Some markets have strong seasonal fluctuations. Increased shopping during December is an obvious example, but often these shifts are not always evident unless you measure and analyze them specifically.

With the data from your historical market research, you can evaluate their impact and the likelihood you will keep seeing these trends. Based on that, you can make predictions about future developments.

4. Audience analysis

Who will find your product most useful and why? 

Examining the size of your audience and the existing demand for your product or services is crucial. Understanding  your target audience allows you to build your product offering and marketing strategy more efficiently. You also want to learn first-hand where people buy this type of product and how much they are willing to spend so that you can estimate your reachable market share .

Here’s a quick example of how we use Similarweb to do effective audience analysis . You can unpack key audience demographics for any site you choose. And get up-to-date stats about gender, age, location, interests, browsing habits, and more.

5. Market segmentation

There are lots of ways to segment a market. Doing this well can deliver higher conversions, reduce costs, redefine marketing strategies, and help you connect with customers on a more personal level. Market research can help you do most types of market segmentation, the most widely adopted of all is demographic segmentation. Here, you look for shared but specific characteristics of a target audience.

Using Similarweb, I can view audience demographics for a website, and compare it side-by-side with rival sites. In this example, I am looking at hotel booking sites to try and spot any difference between the respective audiences of each.

Helpful: Read our complete guide to market segmentation

6. Marketing strategy

Market research can also help you reach the right decision regarding where to advertise or market your business. After analyzing the data, you’ll know which marketing channels are most effective with your target audience. You can also use research to look at the specific keywords and ad creatives that are generating the best responses and ROI.

Similarweb Digital Research Intelligence makes this type of research effortless. Within the marketing channels tab, you can analyze an entire industry or hone in on a specific site of interest. View the various channels across social media, email, direct, organic search, paid search, and display ads to see which channels convert and where the highest channel traffic comes from.

7. Customer experience

Market research is your best way to get information that isn’t naturally visible but that may significantly affect your business. Just think, the fact that your users don’t complain doesn’t necessarily mean they are all delighted with what you offer.

While some customers tend to keep their criticism to themselves, others will be vocal and leave reviews online. Market research is a powerful tool to help inform improvements to services and products alike. Asking for feedback, listening to it, and looking at the feedback left for rivals in your market can uncover telling insights that can shape service offerings, marketing campaigns, and new feature development.

To see what people use market research for and view real-world instances of research in action, head over to our market research examples page.

Tools for market research

When we look at what market research is, the answer is always rooted in data . Over 100 years ago, vehicle manufacturers undertook extensive research to help them develop different models to suit various segments of society. Fast-forward 100 years, and we find similar applications still exist. However, what’s changed are the tools being used and, more importantly, the accessibility of those tools to a far broader audience .

There are more market intelligence tools in existence today than ever before. Here’s a quick summary of a few you can use to collect information for your market research.

• Google Trends Google Trends is a valuable resource for quantitative research data about market tendencies and user behavior.

• Similarweb Research Intelligence Get the freshest digital intelligence from a platform that shows the insights that count. With the ability to analyze an entire market in an instant and unpick competitors’ wins and losses online, you can count on it to help you perform quick and effective market research.
• Hotjar The digital tool lets you observe and record user behavior on your website. It also creates heatmaps of your pages so you can analyze how visitors navigate.
• SurveyMonkey Create your own online survey with this free tool. SurveyMonkey provides templates for questionnaires and lets you distribute them through your various channels, then collect and interpret results.
• YouGov This platform offers its users daily with thousands of data points and statistics on consumer attitudes, opinions, and behavior.
• Pew Research Center This non-profit organization conducts and publishes public opinion polling, demographic research, content analysis, and other data-driven social science research.
• Living Facts The site provides current statistics about the American population, including demographics, social and health issues, opinions, and more.

Read this post to see what market research tools are hot right now.

Wrapping up: what is market research

Market research is insight. It gives you information to fuel key decisions in your business. Without it, companies must navigate their market uncertainly and make key decisions based on instinct or outdated data.

Similarweb transforms the way companies do market research . There’s no expensive outlay for prolonged research reports that take an age to produce. The data is the freshest there is; it’s credible and shows traffic trends and comparable performance like no other.

Try using it to answer your next big market research question.

Stop Guessing, Start Analyzing

Get actionable insights for market research here

What are the benefits of market research?

Effective market research helps businesses understand and improve their position while also identifying potential threats and opportunities, while also spotting emerging trends .

What is the main purpose of market research?

The main benefit of market research is insight. It can give you access to the data you need to make decisions in your business. Before you invest money or time in any venture, use market research to inform your decision.  

What’s the difference between primary and secondary market research?

Primary research is research you conduct on your own that uses numbers and metrics, and secondary research is research that was done by someone else with a qualitative focus.

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What Is Market Research?

• How It Works
• Primary vs. Secondary
• How to Conduct Research

The Bottom Line

• Marketing Essentials

How to Do Market Research, Types, and Example

Joules Garcia / Investopedia

Market research examines consumer behavior and trends in the economy to help a business develop and fine-tune its business idea and strategy. It helps a business understand its target market by gathering and analyzing data.

Market research is the process of evaluating the viability of a new service or product through research conducted directly with potential customers. It allows a company to define its target market and get opinions and other feedback from consumers about their interest in a product or service.

Research may be conducted in-house or by a third party that specializes in market research. It can be done through surveys and focus groups, among other ways. Test subjects are usually compensated with product samples or a small stipend for their time.

Key Takeaways

• Companies conduct market research before introducing new products to determine their appeal to potential customers.
• Tools include focus groups, telephone interviews, and questionnaires.
• The results of market research inform the final design of the product and determine how it will be positioned in the marketplace.
• Market research usually combines primary information, gathered directly from consumers, and secondary information, which is data available from external sources.

Market Research

How market research works.

Market research is used to determine the viability of a new product or service. The results may be used to revise the product design and fine-tune the strategy for introducing it to the public. This can include information gathered for the purpose of determining market segmentation . It also informs product differentiation , which is used to tailor advertising.

A business engages in various tasks to complete the market research process. It gathers information based on the market sector being targeted by the product. This information is then analyzed and relevant data points are interpreted to draw conclusions about how the product may be optimally designed and marketed to the market segment for which it is intended.

It is a critical component in the research and development (R&D) phase of a new product or service introduction. Market research can be conducted in many different ways, including surveys, product testing, interviews, and focus groups.

Market research is a critical tool that companies use to understand what consumers want, develop products that those consumers will use, and maintain a competitive advantage over other companies in their industry.

Primary Market Research vs. Secondary Market Research

Market research usually consists of a combination of:

• Primary research, gathered by the company or by an outside company that it hires
• Secondary research, which draws on external sources of data

Primary Market Research

Primary research generally falls into two categories: exploratory and specific research.

• Exploratory research is less structured and functions via open-ended questions. The questions may be posed in a focus group setting, telephone interviews, or questionnaires. It results in questions or issues that the company needs to address about a product that it has under development.
• Specific research delves more deeply into the problems or issues identified in exploratory research.

Secondary Market Research

All market research is informed by the findings of other researchers about the needs and wants of consumers. Today, much of this research can be found online.

Secondary research can include population information from government census data , trade association research reports , polling results, and research from other businesses operating in the same market sector.

History of Market Research

Formal market research began in Germany during the 1920s. In the United States, it soon took off with the advent of the Golden Age of Radio.

Companies that created advertisements for this new entertainment medium began to look at the demographics of the audiences who listened to each of the radio plays, music programs, and comedy skits that were presented.

They had once tried to reach the widest possible audience by placing their messages on billboards or in the most popular magazines. With radio programming, they had the chance to target rural or urban consumers, teenagers or families, and judge the results by the sales numbers that followed.

Types of Market Research

Face-to-face interviews.

From their earliest days, market research companies would interview people on the street about the newspapers and magazines that they read regularly and ask whether they recalled any of the ads or brands that were published in them. Data collected from these interviews were compared to the circulation of the publication to determine the effectiveness of those ads.

Market research and surveys were adapted from these early techniques.

To get a strong understanding of your market, it’s essential to understand demand, market size, economic indicators, location, market saturation, and pricing.

Focus Groups

A focus group is a small number of representative consumers chosen to try a product or watch an advertisement.

Afterward, the group is asked for feedback on their perceptions of the product, the company’s brand, or competing products. The company then takes that information and makes decisions about what to do with the product or service, whether that's releasing it, making changes, or abandoning it altogether.

Phone Research

The man-on-the-street interview technique soon gave way to the telephone interview. A telephone interviewer could collect information in a more efficient and cost-effective fashion.

Telephone research was a preferred tactic of market researchers for many years. It has become much more difficult in recent years as landline phone service dwindles and is replaced by less accessible mobile phones.

Survey Research

As an alternative to focus groups, surveys represent a cost-effective way to determine consumer attitudes without having to interview anyone in person. Consumers are sent surveys in the mail, usually with a coupon or voucher to incentivize participation. These surveys help determine how consumers feel about the product, brand, and price point.

Online Market Research

With people spending more time online, market research activities have shifted online as well. Data collection still uses a survey-style form. But instead of companies actively seeking participants by finding them on the street or cold calling them on the phone, people can choose to sign up, take surveys, and offer opinions when they have time.

This makes the process far less intrusive and less rushed, since people can participate on their own time and of their own volition.

How to Conduct Market Research

The first step to effective market research is to determine the goals of the study. Each study should seek to answer a clear, well-defined problem. For example, a company might seek to identify consumer preferences, brand recognition, or the comparative effectiveness of different types of ad campaigns.

After that, the next step is to determine who will be included in the research. Market research is an expensive process, and a company cannot waste resources collecting unnecessary data. The firm should decide in advance which types of consumers will be included in the research, and how the data will be collected. They should also account for the probability of statistical errors or sampling bias .

The next step is to collect the data and analyze the results. If the two previous steps have been completed accurately, this should be straightforward. The researchers will collect the results of their study, keeping track of the ages, gender, and other relevant data of each respondent. This is then analyzed in a marketing report that explains the results of their research.

The last step is for company executives to use their market research to make business decisions. Depending on the results of their research, they may choose to target a different group of consumers, or they may change their price point or some product features.

The results of these changes may eventually be measured in further market research, and the process will begin all over again.

Benefits of Market Research

Market research is essential for developing brand loyalty and customer satisfaction. Since it is unlikely for a product to appeal equally to every consumer, a strong market research program can help identify the key demographics and market segments that are most likely to use a given product.

Market research is also important for developing a company’s advertising efforts. For example, if a company’s market research determines that its consumers are more likely to use Facebook than X (formerly Twitter), it can then target its advertisements to one platform instead of another. Or, if they determine that their target market is value-sensitive rather than price-sensitive, they can work on improving the product rather than reducing their prices.

Market research only works when subjects are honest and open to participating.

Example of Market Research

Many companies use market research to test new products or get information from consumers about what kinds of products or services they need and don’t currently have.

For example, a company that’s considering starting a business might conduct market research to test the viability of its product or service. If the market research confirms consumer interest, the business can proceed confidently with its business plan . If not, the company can use the results of the market research to make adjustments to the product to bring it in line with customer desires.

What Are the Main Types of Market Research?

The main types of market research are primary research and secondary research. Primary research includes focus groups, polls, and surveys. Secondary research includes academic articles, infographics, and white papers.

Qualitative research gives insights into how customers feel and think. Quantitative research uses data and statistics such as website views, social media engagement, and subscriber numbers.

What Is Online Market Research?

Online market research uses the same strategies and techniques as traditional primary and secondary market research, but it is conducted on the Internet. Potential customers may be asked to participate in a survey or give feedback on a product. The responses may help the researchers create a profile of the likely customer for a new product.

What Are Paid Market Research Surveys?

Paid market research involves rewarding individuals who agree to participate in a study. They may be offered a small payment for their time or a discount coupon in return for filling out a questionnaire or participating in a focus group.

What Is a Market Study?

A market study is an analysis of consumer demand for a product or service. It looks at all of the factors that influence demand for a product or service. These include the product’s price, location, competition, and substitutes as well as general economic factors that could influence the new product’s adoption, for better or worse.

Market research is a key component of a company’s research and development (R&D) stage. It helps companies understand in advance the viability of a new product that they have in development and to see how it might perform in the real world.

Britannica Money. “ Market Research .”

U.S. Small Business Administration. “ Market Research and Competitive Analysis .”

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How To Do Market Research: Definition, Types, Methods

Jan 2, 2024

11 min. read

Market research isn’t just collecting data. It’s a strategic tool that allows businesses to gain a competitive advantage while making the best use of their resources. Research reveals valuable insights into your target audience about their preferences, buying habits, and emerging demands — all of which help you unlock new opportunities to grow your business.

When done correctly, market research can minimize risks and losses, spur growth, and position you as a leader in your industry. 

Let’s explore the basic building blocks of market research and how to collect and use data to move your company forward:

Table of Contents

What Is Market Research?

Why is market research important, market analysis example, 5 types of market research, what are common market research questions, what are the limitations of market research, how to do market research, improving your market research with radarly.

Market Research Definition: The process of gathering, analyzing, and interpreting information about a market or audience.

Market research studies consumer behavior to better understand how they perceive products or services. These insights help businesses identify ways to grow their current offering, create new products or services, and improve brand trust and brand recognition .

You might also hear market research referred to as market analysis or consumer research .

Traditionally, market research has taken the form of focus groups, surveys, interviews, and even competitor analysis . But with modern analytics and research tools, businesses can now capture deeper insights from a wider variety of sources, including social media, online reviews, and customer interactions. These extra layers of intel can help companies gain a more comprehensive understanding of their audience.

With consumer preferences and markets evolving at breakneck speeds, businesses need a way to stay in touch with what people need and want. That’s why the importance of market research cannot be overstated.

Market research offers a proactive way to identify these trends and make adjustments to product development, marketing strategies , and overall operations. This proactive approach can help businesses stay ahead of the curve and remain agile as markets shift.

Market research examples abound — given the number of ways companies can get inside the minds of their customers, simply skimming through your business’s social media comments can be a form of market research.

A restaurant chain might use market research methods to learn more about consumers’ evolving dining habits. These insights might be used to offer new menu items, re-examine their pricing strategies, or even open new locations in different markets, for example.

A consumer electronics company might use market research for similar purposes. For instance, market research may reveal how consumers are using their smart devices so they can develop innovative features.

Market research can be applied to a wide range of use cases, including:

• Testing new product ideas
• Improve existing products
• Entering new markets
• Right-sizing their physical footprints
• Improving brand image and awareness
• Gaining insights into competitors via competitive intelligence

Ultimately, companies can lean on market research techniques to stay ahead of trends and competitors while improving the lives of their customers.

Market research methods take different forms, and you don’t have to limit yourself to just one. Let’s review the most common market research techniques and the insights they deliver.

1. Interviews

3. Focus Groups

4. Observations

5. AI-Driven Market Research

One-on-one interviews are one of the most common market research techniques. Beyond asking direct questions, skilled interviewers can uncover deeper motivations and emotions that drive purchasing decisions. Researchers can elicit more detailed and nuanced responses they might not receive via other methods, such as self-guided surveys.

Interviews also create the opportunity to build rapport with customers and prospects. Establishing a connection with interviewees can encourage them to open up and share their candid thoughts, which can enrich your findings. Researchers also have the opportunity to ask clarifying questions and dig deeper based on individual responses.

Market research surveys provide an easy entry into the consumer psyche. They’re cost-effective to produce and allow researchers to reach lots of people in a short time. They’re also user-friendly for consumers, which allows companies to capture more responses from more people.

Big data and data analytics are making traditional surveys more valuable. Researchers can apply these tools to elicit a deeper understanding from responses and uncover hidden patterns and correlations within survey data that were previously undetectable.

The ways in which surveys are conducted are also changing. With the rise of social media and other online channels, brands and consumers alike have more ways to engage with each other, lending to a continuous approach to market research surveys.

3. Focus groups

Focus groups are “group interviews” designed to gain collective insights. This interactive setting allows participants to express their thoughts and feelings openly, giving researchers richer insights beyond yes-or-no responses.

One of the key benefits of using focus groups is the opportunity for participants to interact with one another. They spark discussions while sharing diverse viewpoints. These sessions can uncover underlying motivations and attitudes that may not be easily expressed through other research methods.

Observing your customers “in the wild” might feel informal, but it can be one of the most revealing market research techniques of all. That’s because you might not always know the right questions to ask. By simply observing, you can surface insights you might not have known to look for otherwise.

This method also delivers raw, authentic, unfiltered data. There’s no room for bias and no potential for participants to accidentally skew the data. Researchers can also pick up on non-verbal cues and gestures that other research methods may fail to capture.

5. AI-driven market research

One of the newer methods of market research is the use of AI-driven market research tools to collect and analyze insights on your behalf. AI customer intelligence tools and consumer insights software like Meltwater Radarly take an always-on approach by going wherever your audience is and continuously predicting behaviors based on current behaviors.

By leveraging advanced algorithms, machine learning, and big data analysis , AI enables companies to uncover deep-seated patterns and correlations within large datasets that would be near impossible for human researchers to identify. This not only leads to more accurate and reliable findings but also allows businesses to make informed decisions with greater confidence.

Tip: Learn how to use Meltwater as a research tool , how Meltwater uses AI , and learn more about consumer insights and about consumer insights in the fashion industry .

No matter the market research methods you use, market research’s effectiveness lies in the questions you ask. These questions should be designed to elicit honest responses that will help you reach your goals.

Examples of common market research questions include:

Demographic market research questions

• What is your age range?
• What is your occupation?
• What is your household income level?
• What is your educational background?
• What is your gender?

Product or service usage market research questions

• How long have you been using [product/service]?
• How frequently do you use [product/service]?
• What do you like most about [product/service]?
• Have you experienced any problems using [product/service]?
• How could we improve [product/service]?
• Why did you choose [product/service] over a competitor’s [product/service]?

Brand perception market research questions

• How familiar are you with our brand?
• What words do you associate with our brand?
• How do you feel about our brand?
• What makes you trust our brand?
• What sets our brand apart from competitors?
• What would make you recommend our brand to others?

Buying behavior market research questions

• What do you look for in a [product/service]?
• What features in a [product/service] are important to you?
• How much time do you need to choose a [product/service]?
• How do you discover new products like [product/service]?
• Do you prefer to purchase [product/service] online or in-store?
• How do you research [product/service] before making a purchase?
• How often do you buy [product/service]?
• How important is pricing when buying [product/service]?
• What would make you switch to another brand of [product/service]?

Customer satisfaction market research questions

• How happy have you been with [product/service]?
• What would make you more satisfied with [product/service]?
• How likely are you to continue using [product/service]?

Bonus Tip: Compiling these questions into a market research template can streamline your efforts.

Market research can offer powerful insights, but it also has some limitations. One key limitation is the potential for bias. Researchers may unconsciously skew results based on their own preconceptions or desires, which can make your findings inaccurate.

• Depending on your market research methods, your findings may be outdated by the time you sit down to analyze and act on them. Some methods struggle to account for rapidly changing consumer preferences and behaviors.
• There’s also the risk of self-reported data (common in online surveys). Consumers might not always accurately convey their true feelings or intentions. They might provide answers they think researchers are looking for or misunderstand the question altogether.
• There’s also the potential to miss emerging or untapped markets . Researchers are digging deeper into what (or who) they already know. This means you might be leaving out a key part of the story without realizing it.

Still, the benefits of market research cannot be understated, especially when you supplement traditional market research methods with modern tools and technology.

Let’s put it all together and explore how to do market research step-by-step to help you leverage all its benefits.

Step 1: Define your objectives

You’ll get more from your market research when you hone in on a specific goal : What do you want to know, and how will this knowledge help your business?

This step will also help you define your target audience. You’ll need to ask the right people the right questions to collect the information you want. Understand the characteristics of the audience and what gives them authority to answer your questions.

Step 2: Select your market research methods

Choose one or more of the market research methods (interviews, surveys, focus groups, observations, and/or AI-driven tools) to fuel your research strategy.

Certain methods might work better than others for specific goals . For example, if you want basic feedback from customers about a product, a simple survey might suffice. If you want to hone in on serious pain points to develop a new product, a focus group or interview might work best.

You can also source secondary research , such as industry reports or analyses from large market research firms. These can help you gather preliminary information and inform your approach.

Step 3: Develop your research tools

Prior to working with participants, you’ll need to craft your survey or interview questions, interview guides, and other tools. These tools will help you capture the right information , weed out non-qualifying participants, and keep your information organized.

You should also have a system for recording responses to ensure data accuracy and privacy. Test your processes before speaking with participants so you can spot and fix inefficiencies or errors.

Step 4: Conduct the market research

With a system in place, you can start looking for candidates to contribute to your market research. This might include distributing surveys to current customers or recruiting participants who fit a specific profile, for example.

Set a time frame for conducting your research. You might collect responses over the course of a few days, weeks, or even months. If you’re using AI tools to gather data, choose a data range for your data to focus on the most relevant information.

Step 5: Analyze and apply your findings

Review your findings while looking for trends and patterns. AI tools can come in handy in this phase by analyzing large amounts of data on your behalf.

Compile your findings into an easy-to-read report and highlight key takeaways and next steps. Reports aren’t useful unless the reader can understand and act on them.

Tip: Learn more about trend forecasting , trend detection , and trendspotting .

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Why Market Research Is Important

2022-06-02 Market Research

A consumer sees an ad for a product that seems perfect for them and rejoices over their luck, but this scenario likely didn’t (and shouldn’t) come down to luck. Companies make these scenarios possible through strategic market research. Equipped with valuable information about its target market, a company can develop products and create marketing campaigns that appeal directly to consumers. And the benefits don’t stop there. You can leverage the data procured through market research to propel your company to success in a variety of ways.

We’ll break down the basics of market research below to show how companies use it and explore some of the key benefits. If you’re not taking full advantage of market research to make data-driven decisions, you should start considering the ways it could help your company grow.

What Is Market Research in Business?

Market research involves gathering data to learn more about target demographics and consumers so a business can market itself more effectively and, ultimately, succeed in the market. Market research is a vital part of any business strategy, whether that business is B2B or B2C, big or small, new or old. It provides the answers companies need to make decisions that will move them forward instead of back by empowering them to base decisions on data.

Most companies know what market research is and acknowledge its importance in a general sense, but they may not realize just how crucial market research is to the success of their business. When you need to identify market trends, understand your core customer better, or achieve a long list of other important goals, market research is the answer.

Types of Market Research

Market research is a broad category. In fact, there are many varieties of market research that you can use to meet the specific goals of your business. Below, we’ll explore the different benefits of each type of market research.

• Brand research:  Brand research is focused on creating or refining your company brand to make a bold and favorable impression on your target market. You could look into the level of brand awareness among your target audience, how loyal customers are to your brand, what sorts of qualities people associate with your brand, and other aspects of customers’ relationship with your brand.
• Marketing campaign evaluation:  Some market research focuses specifically on  marketing campaign effectiveness . You can evaluate how many people have seen your online ads and what the click-through rate has been, for example. This type of information can help you make adjustments if needed and inform future campaigns so you reach consumers effectively and keep customer-acquisition costs down.
• Competitor research:  Competitor research focuses on the competition to help you gain insights into how your company can pull ahead. Looking into a competitor’s marketing campaigns, brand reputation, revenue or sales volume, and other important data points can help you learn from their strengths and weaknesses.
• Customer segmentation research:  An important type of market research, especially for new businesses, is customer segmentation. These studies divide your larger consumer base into different groups or personas. Understanding the different types of consumers you want to connect with can help you create individualized campaigns tailored for each group.
• Consumer research:  Nearly all market research involves the consumer in some fashion, but some research is focused specifically on understanding consumers within a certain segment better. You may want to learn about their purchasing habits, interests, motivations, and more. The better you understand your consumers, the more effectively you can appeal to them.
• Product development:  Developing products calls for market research first to ensure the concept has value and then to refine the product over time. For example, you may see sales dipping on a flagship product and discover that customers’ needs have shifted and this product should offer a new feature to be more useful or convenient.
• Usability testing:  Similar to product development research, usability testing is focused on products. However, the focus here is on how consumers use your product. You may release a beta version of your mobile app, for example, and get feedback from users to find out if there are any bugs or other problems you need to work out.

The Benefits of Market Research

Market research can deliver valuable benefits to companies like yours. Let’s look at some of the most impactful ways market research can empower your company to succeed.

1. Maintain a Customer-Centric Approach

Market research is all about understanding your consumer base better, and that is an essential step to creating a customer-centric business. Customer-centric companies keep the customer experience at the forefront of all they do. Research has shown that customer-centric  businesses are 60% more profitable . It’s easy to see why prioritizing the customer’s needs and desires is a recipe for success.

Market research is how you come to understand those needs and desires in the first place, along with other important aspects of your target customers. You can’t effectively build a customer-centric business unless you understand your customers. Conducting market research allows you to appeal more specifically to your customers’ pain points and preferences. It’s a win-win for your customers and your business.

One of the most effective ways to be customer-centric in your market research is by using a segmentation-targeting-positioning (STP) model. This marketing model involves:

• Segmentation:  Brainstorm the possible segments your product or service may appeal to. These segments can be defined geographically, demographically, or otherwise.
• Targeting:  Determine which segment or segments offer the most profitable opportunities for your company so you can focus on marketing to these segments.
• Positioning:  Develop a strategy for addressing your target segment’s needs and do it better than your competitors. You can also consider the best way to promote your solution to the target segment.

2. Connect With Your Audience More Effectively

When you understand your target customers better, that means you’ll be able to more effectively reach them. When it comes to your marketing campaign, you don’t want to waste time and money on trial and error — you want to have an informed marketing strategy. There are two main elements of effectively connecting with your audience: the marketing channels you use and the content you share.

Using a one-size-fits-all approach, regardless of your audience, can be a costly mistake when it comes to marketing channels. The print publications your audience reads, the television shows they watch, and the websites they spend time on can dramatically differ from those of the target audience for your last product.

For instance, you can reach  close to half of the urban population  by advertising or marketing on Instagram, but you’ll only reach approximately a fifth of the rural population this way. So advertising your farm equipment on Instagram is likely a poor choice.

Choosing the right marketing channels is an important first step to reach your audience, but to truly connect with them, you also need to tailor the content of your marketing materials. Everything from the features of your product you advertise to the tone and visuals you use should be crafted to speak to your target audience. When customers feel you’re “speaking their language,” they’re more likely to pay attention to what you have to say.

3. Identify Opportunities for Growth

Market research isn’t just an important step for new companies or companies launching new products. Conducting market research periodically can help you discover new opportunities to improve and grow. For example, you may discover:

• Unreached segments:  You may come across unreached segments that, like your current customers, could benefit from your products or services. Perhaps they just don’t know about your brand yet, or they think your products are intended for someone else. This segment could be consumers of a different age, gender, income level, or geographical region, for example. A simple modification in your product or marketing strategy may be all it takes to unlock a whole new customer base.
• Business partnerships:  Through market research, you may also discover opportunities to partner with other businesses that already have an established connection with your target audience. Joint promotions can be mutually beneficial for you and the partner company. Essentially, you can combine the power of both your brands to expand and strengthen your reach.
• Product improvements:  Market research can reveal possible shortcomings in your product or services that, if remedied, would allow you to appeal to more customers and improve customer satisfaction. You may also discover opportunities for add-ons, product bundles, or other upsells that appeal to customers’ preferences and help you increase profits.

4. Reduce Risks by Testing Concepts

Risk is a necessary part of any business venture. If businesses didn’t take on risks, they would also limit the potential for reward. However, successful businesses tend to mitigate their risks in strategic ways. The way to avoid risk is not to avoid doing anything. Instead, businesses should use market research to minimize risks and maximize rewards.

A major way you can minimize risks is by ensuring there’s demand for a product. The reality is that many products fail. Some experts place the  failure rate as high as 95% . While that estimate is likely too high, it remains true that many new products fail to connect with consumers and end up in clearance bins. One study found that, of the 9,000 new products that were broadly distributed at a national retailer,  60% were no longer sold  within three years.

Because of the high risk involved, you should never create a product based on a mere hunch. Use thorough market research to predict whether a product concept has real potential for success. Will your product meet a need or desire your customers have, and will it do so more effectively than your competitors are doing? When you have proof of concept, you can be more confident in your efforts and more effectively attract investors.

After you’ve created your product, whether it’s a prototype or a limited run, you can employ market research again to help you refine your strategy before an official product launch. For example, you could give samples of a new food product to passersby in exchange for their feedback. You can also use market research to test reactions to a new logo, new packaging, or any number of other business decisions.

5. Make More Informed Decisions

Market research empowers companies to make more informed decisions that are backed by data. Gut feelings are not reliable means of making decisions. For instance, you may think releasing a luxury version of your product at a higher price point is a great business idea, but consumers willing to pay that price may associate your brand with budget-friendly products and opt for luxury products from luxury brands instead. The only way to know for sure is to conduct market research.

Market research data can serve as a compass, steering each choice a company makes to take them one step closer to their goal of successfully converting and retaining their target customers.

Here are some examples of decisions you can make more accurately with the help of market research:

• Choosing a different consumer base to target through a new marketing campaign
• Determining which channels to include in your advertising campaign
• Selecting design and personality elements to form a brand persona that will connect with your audience
• Choosing whether to open a new retail location
• Deciding whether a product should be discontinued or modified
• Pricing products in a way that maintains margins and appeals to customers

Through market research, you can make these and other decisions based on data rather than guesses and, as a result, boost your chances of getting it right the first time.

6. Compete More Effectively

Solid market research can be the difference that gives you a competitive edge in the marketplace. For one, by understanding your customers better, you may be able to engage them more effectively than your competitor is doing. Additionally, competitor research can give you direct insight into your competitors so you can understand how you fit into the marketplace.

If you’re a newcomer and want to know the best ways to draw customers away from legacy brands, market research can help you find out where consumers are dissatisfied with these brands and their offerings. By pinpointing these gaps, you can appeal directly to consumers’ desires and market yourself as a disruptive company with a superior solution.

You can also use market research to help you discover underserved segments of the market. By targeting these underserved consumers, you can carve out a place in the market for yourself where you’ll excel. For example,  the founder of War Paint, a cosmetic company  marketed to men, said, “Growing up, I never felt there was a brand for me, that spoke to me.” War Paint and some other emerging cosmetic brands target male consumers who were previously not part of the equation in the makeup market.

7. Stay on Top of Trends

Market research isn’t just important for new businesses. As consumers evolve, companies must also evolve to optimize the way they connect with customers. Market research is a valuable means of staying up on relevant trends. Researching trends can often be done through secondary research. Industry reports or research from your competitors, for example, can reveal what new product features consumers are interested in.

Today’s culture changes rapidly, and market research is essential if you want to keep up. You need to stay aware of trends regarding your consumers’ purchasing behavior, the most popular advertising channels, packaging preferences, product features, relevant messaging, and much more. Mimicking what your competitor did last year isn’t a good strategy.

Trends are especially important and cycle more frequently in some industries, such as fashion and design. If your company sells light fixtures, for example, you need to conduct research frequently to see what styles appeal to modern interior designers and homeowners. You also need to be aware of any new technology you can incorporate into your product to help you stay at the cutting edge and deliver the latest and greatest products to your consumers.

How to Conduct Market Research

Companies can conduct market research through various means. First, it’s helpful to understand the difference between two main categories of sourcing market research data — primary and secondary research:

• Primary research  is the data a company collects or an expert collects on the company’s behalf for their market research purposes. In other words, it’s field research. Some primary research is exploratory, meaning it’s more open-ended, and other forms of primary research aim to provide insight into specific questions or issues.
• Secondary research  involves using data that already exists and is at your disposal for market research purposes. For example, you could consult government census data, industry data reports or statistics on market trends. This type of research can provide a good starting point for understanding the market more broadly and learning about the competition.

Secondary research tends to be a starting point before conducting primary research.

There are several methods of primary research companies use to learn from consumers. Some of the most popular methods include:

• Surveys:  Surveys involve asking consumers questions they can quickly answer. Survey questions can be multiple choice or more open-ended. Surveys can be conducted in-person, over the phone, through the mail or  online . They provide a fast and simple way of reaching a large audience and getting their feedback.
• Focus groups:  Focus groups tend not to involve as many participants as a survey. Instead, a market researcher leads a small group of consumers in a discussion to get a window into consumers’ thoughts. Because the groups are small, most companies will assemble multiple focus groups and take all the results into account. They may observe through a one-way mirror or watch a recording.
• Interviews:  Interviews are similar to focus groups but may involve even fewer people. A one-on-one interview can be a valuable way of gaining detailed insight from one customer. These insights can be helpful, but they don’t provide statistically reliable data as you can get with a large survey.
• Observation:  Market observation involves watching consumers to see how they behave under natural conditions, such as a retail store. These consumers may or may not know they are being observed. For example, researchers may watch security footage taken from a store to see which departments customers tend to go to first and whether they stop to look at point-of-purchase displays.
• Field trials:  Field trials involve making a business move but doing so on a smaller scale and observing the results. For example, a restaurant chain may try a new menu item at a handful of locations and see how popular it is. If it’s a success, the company can feel more confident about adding the item to their menus throughout the region.

Companies can conduct their own market research in-house, but many choose to share their goals with a third-party expert who can create a market research strategy and execute it. By outsourcing your market research, you can streamline the process, focus on your core competencies, and receive valuable data from the experts that you can then leverage to drive your business forward.

Does Market Research Work?

Market research takes time, effort, and finances to complete, so it makes sense to spend these resources only if you’re going to get a positive return. The reality is that market research remains a crucial part of running a successful business because it is indeed worth the investment. Of course, market research alone won’t cause your business to succeed — but it will give you the information you need to make strategic decisions that will steer your company to success.

We looked at several benefits of market research but consider the inverse reality. Without market research, you could fail to connect with customers, miss out on growth opportunities, be vulnerable to risks, make poor business decisions, and ultimately lose your customers to your competitors. Some businesses get lucky without doing their research, but these instances are rare. Market research can help you avoid common pitfalls and grow your business.

Learn More About Our Market Research Tools

Market research should be a key part of your company’s recipe for success. Surveys are one of the most popular and effective means of reaching consumers and gaining insight into their values, preferences, opinions, and more. At Cint, we help brands and agencies conduct online studies that can empower them with the market research data they need. We can connect your company with millions of consumers, deliver fast results, and ensure those results are accurate through robust quality checks. Cint can help you produce the primary data you need on a tight timetable so you can make informed decisions to help you connect with customers and grow your business. To learn more about our market research tools, contact our team today.

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In times of economic uncertainty, every organization looks for places to tighten the purse strings. Market research is a tempting area to cut back on, but that could ultimately prove a critical mistake. Discover the top 6 market research benefits you should consider in times of recession and inflation.

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1. Customer Centricity

When a company is customer-centric, it delivers a customer experience (CX) that fulfills the needs and desires of its target customers. Businesses with high levels of customer engagement see the following benefits, according to Gallup:

• 66% higher sales growth
• 10% increase in net profit
• 25% increase in customer loyalty
• +20 percentile uplift in consumer confidence (-100 negative, 0 neutral, 100 positive)

To understand those needs and desires, you need to perform targeted market research.

One way to drive customer-centricity is through the STP model:

Segmentation – What customer segments exist for your product or service, including geographically and demographically? Targeting – Which segment(s) are the best targets for each product line? Who is your target customer? Positioning – How do you position your product or service in the market? How do you reach your target segment with the right messaging to convey the benefits of your product or service?

2. Greater Efficiency, Higher Engagement

A more comprehensive understanding of your target customers’ wants and desires helps you drive product and service alignment, which market research provides.

Perhaps one segment of customers wants fruit, and another wants vegetables. It is pointless to market fruit to consumers who want vegetables and vice versa. This is where segmentation, targeting and positioning come in (STP) to drive marketing efficiency and reduce expenditure.

Other market research benefits include checking marketing channels and understanding what demographic is on each platform. Younger people may use YouTube, TikTok, and other social networks, while older consumers may still watch TV advertisements. If you share marketing materials in the channel where your target consumer naturally resides, they are more likely to engage.

3. Identifying Growth Opportunities

When performing market research, respondents reveal previously unseen opportunities for growth. These opportunities help cross-sell and upsell products and services by identifying secondary wants and desires in-context of the primary reasons.

Examples of growth opportunities include:

• Tapping into customer segments with unmet needs
• Partnering with other businesses in your industry
• Product and service development to improve functionality and usability

4. Reducing Risk via Concept Testing

You can design and manufacture a product or ad without concept testing, but you’d essentially be taking a stab in the dark. Wouldn’t you rather know if customers are interested in your product or ad concept before launching development?

Concept testing significantly reduces risk by validating ideas with real customers. If these customers dislike the idea, it’s probably not a good candidate for go-to-market. Continuous validation of concepts for longitudinal insights during product or ad development is one way to become more data driven as an organization.

5. Informed Decisions Reduce Risk

What if your company announced it’s investing $1 million in expanding manufacturing capacity, without doing any market research?

Your first big question should be: Why? What if the target market is forecast to shrink imminently? What if new products have made your offering obsolete?

Market research supports critical business decision-making. Medical companies cannot make claims without evidence to back them up, and CPG, finance, media, or tech companies shouldn’t make important business decisions without supporting proof, either.

6. Proactively Compete

Perhaps the greatest benefit of market research is proactivity. Market research gives you a glimpse into the future of customer demand. It allows you to get ahead of the competition and cater to upcoming trends thanks to increased agility and awareness in the market. Who wouldn’t want an edge in times of economic uncertainty?

Finding the Right Market Research Solutions

The business benefits of market research are myriad. From improving customer-centricity and efficiency, to identifying growth opportunities, to reducing risk and staying competitive, market research helps organizations make informed decisions for better business outcomes.

Market research doesn’t have to break the bank, either. Sago offers a wide array of solutions to help you gather the insights you need while remaining within budget. From Methodify , our automated quantitative research engine, to QualBoard , our digital qualitative discussions platform, there’s an option to suit your needs.

Book a consultation with our team to find the right approach to market research for your organization.

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What are the Benefits of Market Research?

Market research is a valuable asset for any company, providing insight that enables key stakeholders to make better business decisions. In addition to helping companies develop products that are more useful, more desirable, and, thus, more profitable, market research also acts as insurance, protecting companies against competition, market fluctuations, and more! When properly conducted, market research yields benefits that have the potential to far outweigh its costs (of time, resources and money). Here are the top three benefits of market research:

Market Research Minimizes Risk

First and foremost, market research provides security . By supplying a selection of timely, relevant facts and figures, market research helps protect a company’s market presence, providing validation for specific business strategies. With market research data, companies can identify and segment market needs; frame brand messaging; and manage organizational, as well as operational, processes. The result: they can prioritize the allocation of their resources and, thereby, minimize their risks!

Market Research Maximizes Business Opportunities

Of course, information also maximizes a company’s potential for success by uncovering data about consumers, competitors, and the market as a whole that can be exploited for profit in the future. Much like any basic SWOT analysis, market research reveals details about a company’s own strengths and weaknesses, as well as those of its competitors, and gives evidence of the possible opportunities and threats they are currently (or might be) facing within a market. With data to bolster their decision-making processes, businesses can stack the odds in their favor, designating time and money to the endeavors most likely to produce positive results.

Market Research Serves as a Benchmark 

According to a PricewaterhouseCoopers study, “companies that benchmark achieve 69% faster growth and 45% greater productivity than those that don’t.” Apparently, the old adage about not knowing where you’re going if you can’t see where you’ve been” (attributed in various ideations by philosophers and writers like Confucius, Maya Angelou, and George Santayana) extends to the business world. Market research provides companies with the data they need to monitor their performance over time so that they can improve it in the future. It serves as a point of reference against which they can gauge how well (or not) their current and future products, policies, and practices are affecting their overall business decisions.

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There’s little doubt that the benefits of market research can provide competitive advantages for companies. To ensure that your business is getting accurate and relevant feedback that is capable of truly informing better business decisions, you need an experienced market research partner . Contact our team at Research America to learn more about the benefits of market research and what you can expect from well-designed — custom — research.

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Cost and Benefits of Market Research

What are the benefits of market research for professional services firms? Is it worth the cost? And does it really matter?

These are some of the questions we get from our clients when we recommend  researching their current clients and target markets . While on some level we all know that market research is a good thing, these are legitimate questions. What exactly are the costs and benefits of market research?

Why Market Research?

Let’s start with why your professional services firm should consider using market research in the first place. There are a number of occasions where market research is appropriate. Here are some of the most typical situations where you’d use it:

• When your firm is launching a new service
• When you’re looking to select verticals to concentrate on and specialize in
• When you’re developing your organizational strategy
• When your firm is seeing a diminishing market share
• When your industry environment is changing
• When your firm needs to accelerate growth

The Benefits of Market Research

While there are many intangible benefits of market research on your current and prospective clients, such as better targeting and a more accurate understanding of how your firm is viewed, there is a much more tangible and direct measure of benefits. In a  study of high growth professional services firms , we found that professional services firms that do systematic, structured research on their target client groups are more profitable and grow faster.

This relationship is documented in the figure below.

This figure shows that professional services firms that do frequent research (at least quarterly) grow more and are more profitable that firms that do occasional or no research on their target industry or client group.

Because of the specificity of these findings we are in a position to project the true economic benefits of  market research for services firms . But first let’s consider the cost side of the equation.

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The Cost of Market Research

The cost of a specific market research program is determined by the  research method  used (face-to-face interviews are more expensive than phone interviews, for example) and the sample size needed. Larger firms will typically require a larger sample. Taking these variations into account, we have estimated the typical market research costs for both occasional research (once per year) and a program of frequent research (quarterly).

Below are estimated costs for a single round of research for three sizes of firms:

• Small ($5M revenue): $20,000
• Medium ($20M revenue): $40,000
• Large ($200M revenue): $60,000

For a program of frequent research (quarterly) you can simply quadruple these estimates. And keep in mind that the average duration of a market research project ranges from about 2 to 8 weeks.

See also: Top 6 B2B Marketing Benefits of Doing a Brand Study

The Return on Investment of Market Research

With estimates for the costs and economic benefits, we can now calculate the return on an investment in a program of market research for a professional services firm. For each of the three firm sizes, we’ll subtract the total research cost from the economic gain. This shows the net increase to top line revenue and bottom-line profitability over a one-year period.

Two things are immediately apparent from this analysis. First, the net return on invested research dollars is very sizable. If your firm realizes even a small fraction of the documented benefits of market research, you are well advised to make the investment.

The second observation is that the larger the firm, the greater the return on invested dollars. This is a very straightforward relationship arising from the observation that the expense of market research does not rise in lockstep with firm size. Put another way, market research is a relative bargain for larger firms.

Putting Research to Work in Your Firm

Sadly, market research is not magic. To enjoy the generous benefits it can provide, you need to take it seriously and systematically use it to adjust strategy and shape staff behavior. As it turns out, well-conducted and well-presented market research is often a powerful catalyst for change. 

Historically, professional services marketing has been driven by hunches and habits. But most professionals are pretty logical, and fact based in their work. Consequently, they are often refreshingly open to new data on their clients’ behavior and perceptions. Perhaps that is why it works so well. This is where a research organization such as The Hinge Research Institute can help.  The Hinge Research Institute believes that research can not only help you make more informed planning and strategy decisions—as premium content, it can also educate your target audiences, thereby increasing visibility, trust, sales leads, and engagement.

There are two viable ways to use research as premium content: customized research and licensed research . The advantage of customized research is that it allows you to get specific responses to specific questions from specific audiences. The downside to some is that customized research takes months to produce and can be perceived as expensive. This is where licensed research may be more appealing. Some research organizations offer licensed research on reports they publish. This type of research is typically available immediately, for 12 months, to be used in part or entirety. The advantages of licensed research are that it costs less than customized research and it is available almost immediately. The downside to some is that you are limited to existing or available topics so you give up some control. However, whether you use customized or licensed research, you should get a level of visibility, trust, and sales leads that you have never experienced before.

Another tip when looking for a research organization. Choose one that can help you launch your published research so that you can use it as premium content to generate more visibility, leads, and revenue for your firm. A research firm that can support your rollout with webinars, blogs, articles, videos, and more will ensure you get a higher level of prospect engagement through trust and credibility. 

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Need help conducting market research? Research gets to the core of what will resonate with those audiences—and is an integral part of what Hinge does for clients. Learn more about our research services or contact us to learn whether research makes sense for your professional services firm.

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• Our  Research As Content guide  gives you the tools and knowledge you need to use research to make better decisions AND educate and persuade your target audiences.
• Understand your buyers. Win more business. Download our research study  Inside the Buyer’s Brain  and read the latest findings from the biggest study of professional services buyers to date.
• If more of a hands-on approach is for you, register for one of our courses through Hinge University and become the next  Visible Firm ® .

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5 key benefits of market research: maximizing brand success

What is market research?

What is the importance of market research, what are the benefits of market research, what is a market study.

Today, consumers have access to a wealth of information and products, so positioning your brand at the top of mind can be very complicated if you don’t have the right tools. Market research is one of the  crucial solutions for any brand looking to succeed  in a competitive market. Discover the key benefits of market research and everything you need to know before launching your first study!

Market research is a systematic and objective process to obtain relevant information for decision-making. It involves identifying, collecting, analyzing data, and distributing insights, especially related to identifying  problems and opportunities in the marketing field .

Market research links companies and market reality, thus, the consumer’s voice. A voice that you as a company are interested in listening to  adjust your offer to   the real needs of your target audience  and to market trends.

So how can the voice of the consumer help me with my marketing strategies?

Having information on the market, especially on the target market, allows you to reinforce and adjust your commercial decisions,  minimizing risks  and  optimizing   time  and  money .

It’s essential to bear in mind that, inevitably, every decision within the company is influenced by the environment, which will undoubtedly condition the desired success of your product or service.

While it’s true that there are factors beyond our control, such as economic factors, we can control other conditioning factors; these are  the famous P’s of the marketing mix .

Conducting market research allows you to know and identify how you should present:

• the  product , to arouse greater interest in the consumer and stand out from the competition.
• the  price , to know what the consumer is willing to pay for what you are offering.
• define attractive  promotions  for the consumer.
• Points  of sale: where and how the consumer would like to find your product.
• How your product or brand should relate to the target customers.

To know  where and how you can influence your marketing strategies to be more successful , you need to capture the voice of the consumer. How? With market research.

Market research allows you to know data related to the behavior, interests, needs, attitudes, motivations, barriers, etc… of your consumer. In other words, you get to know them better to offer them what they need/want. You can do this through  qualitative research or quantitative research , and it will help you to  identify and define opportunities for your brand and/or product .

Types of research according to their function:

• Market analysis
• Brand Tracking
• Opinion Analysis
• Innovation Test
• Advertising Test
• Customer Experience Analysis
• Media Analysis
• Distribution Tracking

Make it happen and gain insights! Include research methods in your business strategy and  design your plan according to consumer needs and desires , making it a success!

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• Content Marketing

35 Content Marketing Statistics You Should Know

Stay informed with the latest content marketing statistics. Discover how optimized content can elevate your digital marketing efforts.

Content continues to sit atop the list of priorities in most marketing strategies, and there is plenty of evidence to support the reasoning.

Simply put, content marketing is crucial to any digital marketing strategy, whether running a small local business or a large multinational corporation.

After all, content in its many and evolving forms is indisputably the very lifeblood upon which the web and social media are based.

Modern SEO has effectively become optimized content marketing for all intents and purposes.

This is when Google demands and rewards businesses that create content demonstrating experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) for their customers – content that answers all of the questions consumers may have about their services, products, or business in general.

Content marketing involves creating and sharing helpful, relevant, entertaining, and consistent content in various text, image, video, and audio-based formats to the plethora of traditional and online channels available to modern marketers.

The primary focus should be on attracting and retaining a clearly defined audience, with the ultimate goal of driving profitable customer action.

Different types of content can and should be created for each stage of a customer’s journey .

Some content, like blogs or how-to videos, are informative or educational. Meanwhile, other content, like promotional campaign landing pages , gets to the point of enticing prospective customers to buy.

But with so much content being produced and shared every day, it’s important to stay updated on the latest trends and best practices in content marketing to keep pace and understand what strategies may be most effective.

Never has this been more true than in 2024, when we’re in the midst of a content revolution led by generative AI , which some feel represents both an opportunity and a threat to marketers.

To help you keep up, here are 35 content marketing statistics I think you should know:

Content Marketing Usage

How many businesses are leveraging content marketing, and how are they planning to find success?

• According to the Content Marketing Institute (CMI), 73% of B2B marketers, and 70% of B2C marketers use content marketing as part of their overall marketing strategy.
• 97% of marketers surveyed by Semrush achieved success with their content marketing in 2023.
• A B2B Content Marketing Study conducted by CMI found that 40% of B2B marketers have a documented content marketing strategy; 33% have a strategy, but it’s not documented, and 27% have no strategy.
• Half of the surveyed marketers by CMI said they outsource at least one content marketing activity.

Content Marketing Strategy

What strategies are content marketers using or finding to be most effective?

• 83% of marketers believe it’s more effective to create higher quality content less often. (Source: Hubspot)
• In a 2022 Statista Research Study of marketers worldwide, 62% of respondents emphasized the importance of being “always on” for their customers, while 23% viewed content-led communications as the most effective method for personalized targeting efforts.
• With the increased focus on AI-generated search engine results, 31% of B2B marketers say they are sharpening their focus on user intent/answering questions, 27% are creating more thought leadership content, and 22% are creating more conversational content. (Source: CMI)

Types Of Content

Content marketing was synonymous with posting blogs, but the web and content have evolved into audio, video, interactive, and meta formats.

Here are a few stats on how the various types of content are trending and performing.

• Short-form video content, like TikTok and Instagram Reel, is the No. 1 content marketing format, offering the highest return on investment (ROI).
• 43% of marketers reported that original graphics (like infographics and illustrations) were the most effective type of visual content. (Source: Venngage)
• 72% of B2C marketers expected their organization to invest in video marketing in 2022. (Source: Content Marketing Institute – CMI)
• The State of Content Marketing: 2023 Global Report by Semrush reveals that articles containing at least one video tend to attract 70% more organic traffic than those without.
• Interactive content generates 52.6% more engagement compared to static content. On average, buyers spend 8.5 minutes viewing static content items and 13 minutes on interactive content items. (Source: Mediafly)

Content Creation

Creating helpful, unique, engaging content can be one of a marketer’s greatest challenges. However, innovative marketers are looking at generative AI as a tool to help ideate, create, edit, and analyze content quicker and more cost-effectively.

Here are some stats around content creation and just how quickly AI is changing the game.

• Generative AI reached over 100 million users just two months after ChatGPT’s launch. (Source: Search Engine Journal)
• A recent Ahrefs poll found that almost 80% of respondents had already adopted AI tools in their content marketing strategies.
• Marketers who are using AI said it helps most with brainstorming new topics ( 51%) , researching headlines and keywords (45%), and writing drafts (45%). (Source: CMI)
• Further, marketers polled by Hubspot said they save 2.5 hours per day using AI for content.

Content Distribution

It is not simply enough to create and publish content.

For a content strategy to be successful, it must include distributing content via the channels frequented by a business’s target audience.

• Facebook is still the dominant social channel for content distribution, but video-centric channels like YouTube, TikTok, and Instagram are growing the fastest .  (Source: Hubspot)
• B2B marketers reported to CMI that LinkedIn was the most common and top-performing organic social media distribution channel at 84% by a healthy margin. All other channels came in under 30%.
• 80% of B2B marketers who use paid distribution use paid social media advertising. (Source: CMI)

Content Consumption

Once content reaches an audience, it’s important to understand how an audience consumes the content or takes action as a result.

• A 2023 Content Preferences Study by Demand Gen reveals that 62% of B2B buyers prefer practical content like case studies to inform their purchasing decisions, citing “a need for valid sources.”
• The same study also found that buyers tend to rely heavily on content when researching potential business solutions, with 46% reporting that they increased the amount of content they consumed during this time.
• In a recent post, blogger Ryan Robinson reports the average reader spends 37 seconds reading a blog.
• DemandGen’s survey participants also said they rely most on demos ( 62% ) and user reviews (55%) to gain valuable insights into how a solution will meet their needs.

Content Marketing Performance

One of the primary reasons content marketing has taken off is its ability to be measured, optimized, and tied to a return on investment.

• B2C marketers reported to CMI that the top three goals content marketing helps them to achieve are creating brand awareness, building trust, and educating their target audience.
• 87% of B2B marketers surveyed use content marketing successfully to generate leads.
• 56% of marketers who leverage blogging say it’s an effective tactic, and 10% say it generates the greatest return on investment (ROI).
• 94% of marketers said personalization boosts sales.

Content Marketing Budgets

Budget changes and the willingness to invest in specific marketing strategies are good indicators of how popular and effective these strategies are at a macro level.

The following stats certainly seem to indicate marketers have bought into the value of content.

• 61% of B2C marketers said their 2022 content marketing budget would exceed their 2021 budget.
• 22% of B2B marketers said they spent 50% or more of their total marketing budget on content marketing. Furthermore, 43% saw their content marketing budgets grow from 2020 to 2021, and 66% expected them to grow again in 2022.

Content Challenges

All forms of marketing come with challenges related to time, resources, expertise, and competition.

Recognizing and addressing these challenges head-on with well-thought-out strategies is the best way to overcome them and realize success.

• Top 3 content challenges included “attracting quality leads with content” ( 45% ), “creating more content faster” (38%), and “generating content ideas” (35%). (Source: Semrush’s The State of Content Marketing: 2023 Global Report)
• 44% of marketers polled for CMI’s 2022 B2B report highlighted the challenge of creating the right content for multi-level roles as their top concern. This replaced internal communication as the top challenge from the previous year.
• Changes to SEO/search algorithms ( 64% ), changes to social media algorithms (53%), and data management/analytics (48%) are also among the top concerns for B2C marketers.
• 47% of people are seeking downtime from internet-enabled devices due to digital fatigue.
• While generative AI has noted benefits, it also presents challenges for some marketers who fear it may replace them. In Hubspot’s study, 23% said they felt we should avoid using generative AI.
• Another challenge with AI is how quickly it has come onto the scene without giving organizations time to provide training or to create policies and procedures for its appropriate and legal use. According to CMI, when asked if their organizations have guidelines for using generative AI tools, 31% of marketers said yes, 61% said no, and 8% were unsure.

Time To Get Started

As you can clearly see and perhaps have already realized, content marketing can be a highly effective and cost-efficient way to generate leads, build brand awareness, and drive sales. Content, in its many formats, powers virtually all online interactions.

Generative AI is effectively helping to solve some of the time and resource challenges by acting as a turbo-powered marketing assistant, while also raising a few procedural concerns.

However, the demand for content remains strong.

Those willing to put in the work of building a documented content strategy and executing it – by producing, optimizing, distributing, and monitoring high-value, relevant, customer-centric content, with the help of AI or not – can reap significant business rewards.

More resources:

• 6 Ways To Humanize Your Content In The AI Era
• Interactive Content: 10 Types To Engage Your Audience
• B2B Lead Generation: Create Content That Converts

Featured Image: Deemak Daksina/Shutterstock 

Jeff has been helping organizations manage, measure and optimize their Web presences for over 20 years. He has deep knowledge ...

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• Omnichannel app marketing: New study reveals keys opportunities for marketers and brands to meet retention and engagement milestones

by Richard Carufel | Apr 10, 2024 | Public Relations

Brand communicators are aware of the benefits of omnichannel strategies , which allows them to reach a wider audience of customers and prospects by targeting various sub-sectors where they live. And with the increasing influence and impact of brand apps on purchasing behavior, new research from customer engagement platform OneSignal illustrates how omnichannel approaches—various messaging channels, content, and engagement strategies—are successfully used by brand app marketers, which will be key to achieving their overarching goals in 2024.

The firm’s new annual State of Customer Engagement report comes at a time when user behavior and the app industry continue to evolve amid rapid technological transformation. With the collective number of apps now available, and consumer retention spans continuing to shrink, benchmarking app success is a growing challenge for companies competing in the mobile landscape.

Key findings include the following:

Multichannel engagement is necessary for success

Companies that leverage more than one messaging channel to engage users increase average engagement by 35.8 percent. The researchers also found that apps that use an automated multichannel messaging automation workflow see 13.6% higher average 30-day retention rates.

Effective onboarding messages are critical to driving retention

The data reveals apps that implement onboarding messages have 24 percent higher install-to-purchase conversion rates. Those that leverage more than one channel to send them have higher 1-day, 7-day, and 30-day retention rates.

Email is having a resurgence as a revenue driver

Apps that use email as part of their omnichannel engagement strategy report the highest install-to-purchase conversion rates. When used with push notifications, email can help balance brevity and depth in ongoing messaging strategy. Simply put, it’s not something mobile apps can ignore in their growth plans.

Apple’s Live Activities are an effective engagement tool

Apps using Live Activities have 23.7 percent higher average 30-day retention rates, solidifying the value of using the lock screen’s real estate for providing real-time updates.

Personalized notifications are a must for optimal app engagement

Notifications that use personalized content have a 344 percent higher engagement rate than notifications that don’t. Additionally, apps that use localization, such as adapting messaging for language, time zone, and cultural differences, have a 160 percent higher engagement rate than notifications that don’t.

The research findings help marketers and brands find more clarity in evaluating their engagement solutions. As diversification in communication becomes more crucial and data-driven marketing becomes even more vital to success, the report provides a roadmap for achieving omnichannel success in both these areas.

“Through our work in helping companies navigate omnichannel challenges, we’re finding that providing value, relevance, and utility to customers from a messaging and engagement standpoint are now equal non-negotiables and that companies can’t sacrifice if they want to succeed,” said Josh Wetzel , chief revenue officer at OneSignal, in a news release. “The insights we’ve compiled in this report serve as a barometer for companies seeking clarity in the dynamic mobile landscape and provide essential guidance to help them achieve their goals.”

Download the full report here .

The insights in the report were derived from data informed by over a million businesses that use OneSignal in addition to a survey of thousands of customers across different app categories, countries, and growth stages based on their definitions of success and how they leveraged OneSignal’s solutions to achieve it.

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Environmental and social benefits from diversified agriculture found in global study

Food security and biodiversity are both helped by diversified farming techniques, with little negative impact, according to a new paper that includes research from two Washington State University professors.

The study, published in the journal Science , involved 58  co-authors located at institutions on five continents.

“The results are overwhelmingly strong for all diversification strategies,” said David Crowder, a professor in WSU’s Department of Entomology. “The working theory is that diversity is good in agriculture, but I was surprised that the benefits were so strong.”

Crowder and his colleague Jeb Owen, an WSU associate professor in entomology, both contributed data to the paper, which was a meta-analysis of 28 global studies. In fact, neither Owen nor Crowder knew the other was involved in the paper until it was nearly published.

Owen’s contribution centered on wild birds and their impact on organic farms. His lab conducted surveys at 30 different locations in four states, including Washington, to look at costs and benefits from wild birds as well as each farm’s crop diversification.

“We found that the more complex and diverse a farm, the wider the diversity of wild birds it supported, and that the birds were a net positive for the farms,” Owen said.

Owen’s former graduate student, Olivia Smith, led his wild bird research and was another co-author on the new paper.

Wild, native birds fed on insect pests that damage crops, decreasing the need for pest-control measures, while not increasing pathogen spread or destroying crops, he said.

Crowder’s contribution included his lab’s research on canola and different tillage processes used by growers.

“There’s a lot of research at WSU looking at diversified farming and ways we can improve the sustainability of farms,” Crowder said. “This paper shows that WSU is plugged into global issues, and I hope we see more of this out of the university.”

There’s a lot of research at WSU looking at diversified farming and ways we can improve the sustainability of farms. This paper shows that WSU is plugged into global issues, and I hope we see more of this out of the university. David Crowder, professor WSU Department of Entomology

Laura Vang Rasmussen of the University of Copenhagen is lead author on the new study and worked for nearly four years to coordinate and synthesize data from around the world.

“Our results from this comprehensive study are surprisingly clear,” Vang Rasmussen said. “While we see very few negative effects from agricultural diversification, there are many significant benefits. This is particularly the case when two, three, or more measures are combined. The more, the better, especially when it comes to biodiversity and food security.”

The researchers saw the greatest positive effects on food security, followed closely by biodiversity. Furthermore, social outcomes in the form of well-being also improved significantly.

Among the many strategies adopted, livestock diversification and soil conservation had the most positive outcomes.

Yields not hampered — with clearly improved food security

According to the researchers, previous studies investigated either the socioeconomic or environmental effects of agricultural diversification. This study investigates effects across the board, with surprisingly positive results.

“Agricultural diversification has been accused of perhaps being good for biodiversity, but having a few negative aspects too — especially with regards to not being able to achieve sufficiently high yields,” said Ingo Grass of the University of Hohenheim. “What we actually see is that there is no reduction in yield from diversified agriculture — not even when we include data from large-scale European agriculture.”

In fact, the figures demonstrate that in the case of small farms and farms surrounded by lots of cultivated land, more diversified agriculture can significantly promote food security. This, according to the researchers, could be due to a number of factors.

“One example is fruit trees planted in maize fields in Malawi, which can help farming families improve their food security through improved diet and nutrition,” Vang Rasmussen said. “Partly because they eat the fruits themselves, and also because the trees generate extra income when their fruits are sold at market — income that provides small-scale farmers with purchasing power for other foods.”

All 58 of the study’s authors participated actively in its design to attempt a robust and credible interweaving of the many data sets spread across the world — from maize production in Malawi, to rubber trees in Indonesia, to silvopastoral cattle farming in Colombia and winter wheat in Germany.

“The study unites many different situations from the many data sets that we used,” Vang Rasmussen said. “In Malawi, we have data on food security expressed, for example, in the number of hungry months for small-scale farmers where they have been short of food. Such metrics are not used for, for example, large European farms, where we have yield data instead, such as winter-wheat yields in Germany.

“But the point is that when we look across all data sets, our results show that applying more diversification strategies improved both biodiversity and food security, and didn’t have a negative effect on yields,” she added.

The researchers also investigated which diversification strategies result in “pairs” of favorable “ win-win ” outcomes. Their data showed that strategies beneficial for biodiversity also improved food security.

They also witnessed win-wins for biodiversity and people’s well-being.

“It’s a simple message to be able to pass on to different types of farms — whether it is small farms in South America or Africa or advanced European agriculture, there are lots of positive effects to be gained by introducing these various strategies — and very little to fear,” Grass said. “It is very positive that so many different things can be addressed, and that, in general, positive biodiversity outcomes seem to go hand in hand with well-being and food security.”

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The Best Time to Sell in 2024: The Week of April 14-20

Home sellers who are hoping to sell this year and looking for the perfect time to list should start getting ready—because the best time to list a home in 2024 is approaching quickly. 

The week of April 14–20 is expected to have the ideal balance of housing market conditions that favor home sellers, more so than any other w eek in the year. A recent survey from Realtor.com ® found that the majority (53%) of home sellers took one month or less to get their home ready to list, so the time to start prepping is now. 

This selection comes from looking at seasonal trends from 2018–19 and 2021–23 data and calculating a Best Time to List score for each week of the year, based on a combination of housing metrics. Notably, mortgage rates are not included in the score as mortgage rate movement has more to do with the larger economic context, and not seasonal shifts.

The State of the Housing Market

We expect the 2024 housing market to behave according to typical seasonality, but offer slightly better conditions than 2023. Each week was scored based on favorability toward sellers—this included competition from other sellers (active listings and new listings), listing prices, market pace (days on the market), likelihood of price reductions, and homebuyer demand (views per property on Realtor.com). Percentile levels for each week were calculated along each metric and were then averaged together across metrics to determine a Best Time to List score. Rankings for each week were based on these Best Time to List scores.

2023 was a fairly glum year in housing, with prices remaining near record high levels while inventory levels suffered. Mortgage rates started the year in the mid-6% range and climbed to nearly 8% in October , continuing to weigh down the affordability of housing payments despite unremarkable price growth.

Home prices peaked at a median listing price of $445,000 nationally in June 2023 , falling short of the previous year’s all-time high. Though prices did not reach a new peak this year, they remained near year-ago levels, failing to offer much relief to buyers. Buyer demand remained stifled as home shoppers took a step back amid high prices, elevated mortgage rates, and low inventory. 

Though low housing demand set the tone for much of 2023, homes still spent significantly less time on the market than before the COVID-19 pandemic, and inventory remained well below pre-pandemic norms.

Many homeowners felt “locked in” by their current mortgage , hesitant to list their home for sale and trade a sub-4% mortgage for a 7%-plus mortgage, which kept new listing activity low for much of the year.

Builders slowed new construction activity slightly in 2023 amid low buyer demand and economic uncertainty . Both single- and multi-family housing starts fell relative to the previous few years, but both remained above pre-pandemic levels as builders aimed to fill some of the gap left by low existing-home inventory. Though starts waned, new-home completions climbed relative to the previous year, supplying much sought-after inventory for buyers and renters alike.

 Mortgage rates fell quickly toward the end of the year as the Fed signaled that rate cuts were likely for 2024 , and as a result, both buyer and seller activity ticked up slightly heading into the new year.

In February, new listing activity climbed 11.3% , resulting in 14.8% more for-sale inventory in the month than one year prior. Though selling activity has picked up, inventory remains nearly 40% below pre-pandemic levels, making it a good time to be a seller today . While some homebuyers are waiting for mortgage rates to fall further before entering the housing market, it’s still a good time for homeowners to sell as buyers continue to need more for-sale options.

Benefits of listing a home the week of April 14–20, 2024

At a national level, this week represents a balanced selection of market conditions that favor sellers. While it does not have the highest price or the lowest time on the market of the year, this week offers higher-than-average prices and lower-than-average time on the market while also offering a higher-than-average number of buyers—measured as viewers per listing.

While affordability will continue to be a challenge for buyers and sellers who are looking to buy, we expect lower mortgage rates and more new-construction inventory to offer some relief and inject some life back into the market. In more balanced housing market conditions, we expect the benefits of strategically listing during the most seasonally advantageous week to be greater.

Above-average prices:  Homes during this week have historically reached prices 1.1% higher than the average week throughout the year, and are typically 10.4% higher than the start of the year. This year is likely to look a lot like 2023 due to still-high housing costs. If 2024 follows the 2023 seasonal trend, the national median listing price could reach $7,400 above the average week, and $34,000 more than the start of the year. 

Above-average buyer demand: The number of buyers looking at a listing can determine how many offers a home gets and how quickly it sells. The more buyers looking at a home, the better for the seller, and in most years, buyers start earlier than sellers.

Historically, this week garnered 18.4% more views per listing than the typical week. However, in 2023, this week got 22.8% more views per listing than the average week throughout the year. If mortgage rates fall more significantly this spring, it is possible that demand will surge sooner. However, if mortgage rates don’t soften until later in the year, then buyers may hold off in hopes of lower rates.

According to the February Fannie Mae housing survey , a near-all-time survey-high 35% of respondents indicated that they expect mortgage rates to go down in the next 12 months. After climbing through February, mortgage rates eased in the latest data. Mortgage rate expectations could lead more buyers to hold off until mortgage rates fall further, which may mean a slower ramp-up in demand this spring.

Fast market pace: Thanks to above-average demand, homes sell more quickly during this week.

Historically, homes actively for sale during this week sold 17%, or roughly 9 days, faster than the average week. In the 2023 market, this week saw homes typically on the market for 46 days, 6 days faster than the year’s average and 7 days faster than was typical in 2019. The 2023 market moved more slowly than the previous few years due to affordability challenges, but the market pace picked up toward the end of the year and into 2024 as easing mortgage rates stoked buyer demand. If inventory levels remain relatively low, time on the market may pick up faster as buyers vie for fewer homes.

Lower competition from other sellers: A typical inventory trend would mean 13.7% fewer sellers on the market during this week compared with the average week throughout the year. With few exceptions, the number of sellers tends to increase from the beginning of the year until roughly November. Last year saw more significant inventory gains after the first four months as buyer demand cooled, but sellers responded by pulling back on listings once again by the end of the year. Active inventory was 7.9% higher at the start of 2024 versus 2023 with the highest beginning-of-year inventory since 2020 . However, inventory was still 39.7% lower than pre-pandemic levels. This gap means there continue to be opportunities for sellers who enter the market this spring.

Below-average price reductions: Price reductions tend to peak in the fall as sellers left on the market after the summer rush try to attract attention. Price reductions tend to be the lowest from late winter into spring as buyer activity ramps up.

During the Best Week, roughly 24.6% fewer homes have had a price reduction than the average week of the year, which translates to a 0.9 percentage point lower price-reduced share compared with the average week of the year. In 2023, this week saw roughly 8,000 fewer listings with price reductions than the average week of the year.

Market dynamics shift—baby steps toward affordability

The 2023 housing market continued the slowdown seen in the second half of 2022. Home sales fell to the lowest level in over a decade as buyers struggled with still-high home prices and elevated mortgage rates. Sellers largely kept to the sidelines, hesitant to trade their existing mortgage for one with a much higher interest rate.

Though buyer demand waned, low for-sale inventory meant that buyers had fewer choices and faced competition in many markets, especially more affordable locales . As mortgage rates improved at the very end of the year, buyer demand picked up, indicating that home shoppers are eagerly awaiting a more affordable housing market.

Based on a recent survey , 40% of prospective buyers would find a home purchase feasible if rates were below 6%, and 32% would feel the same if rates fell below 5%.

• Mortgage rates are expected to ease into the mid-6% range. Mortgage rates reached as high as 7.79% in 2023 before falling into the mid-to-high 6% range by the end of the year. We expect mortgage rates to remain in this range until incoming economic data suggests that inflation is slowing toward the 2% target level. To date, both employment and inflation have remained strong, which means that the Federal Open Market Committee is likely to hold off on any cuts to the federal funds rate until later in the year. Once rate cuts seem probable, mortgage rates are likely to ease.
• Prices tend to peak later, as does competition. Sellers should consider that peak prices later in the season also come with greater competition from other sellers for a similar-sized pool of buyers. Historically, by the end of June, while prices reached near-peak levels (+13.8%) compared with the start of the year, new sellers also surged, increasing to nearly 1.5 times higher than at the start of the year (+49.3%). More sellers mean more options for buyers and therefore more competition among sellers . Sellers can mitigate that risk by being an early entrant into the market, raising their already high odds of a successful close and likely negotiating favorable terms.
• Level of buyer and seller activity will be fairly dependent on mortgage rates. Many homeowners are hesitant to enter today’s housing market since their current mortgage rate is much lower than today’s prevailing rate. However, buyers are likely to return to the housing market eagerly upon mortgage rate improvements, which means sellers still stand to see favorable buyer attention on their home listing due to low inventory. While overall buyer demand may not be what it was in the past couple of years, many areas are still seeing competition for homes due to low inventory levels. 

What does this mean for sellers?

While we’ve identified april 14–20 as the best week to list for sellers, the housing market remains undersupplied, so a seller listing a well-priced, move-in ready home is likely to find success., because spring is generally the high season for real estate activity and buyers are more plentiful earlier rather than later in the year, listing earlier in the spring raises a seller’s odds of a successful sale. sellers will want to remember that it’s a process and get started well before their intended listing date. recent realtor.com survey data shows that sellers typically took between a couple of weeks to a couple of months to prepare and list their home for sale., what does this mean for homebuyers.

For buyers who have been facing still-high home prices and elevated mortgage rates, there is a key takeaway: The usual seasonal dynamics of the housing market, builder sentiment, and general economic shifts suggest that it’s going to get better.

Inventory improved in late 2023, though levels remain below pre-pandemic levels. So far in 2024, new single-family construction activity and homebuilder sentiment have remained steady, and home completions have remained strong, suggesting that new inventory is likely to provide buyers more options into the spring.

Historically, the number of views per listing has cooled in the late summer/early fall and tends to improve for buyers from that point forward. Additionally, by mid-August, the number of sellers with actively listed homes increased 29% over the beginning of the year, which means more options for buyers . Thus, buyers who can persist in their home searches are likely to catch a bit of a break in the sense that they can expect some more options to choose from in the weeks ahead. 

Best Time to List—50 Largest Metro Areas

Methodology.

Listing metrics (e.g., list prices) from 2018–19 and 2021–23 were measured on a weekly basis, with each week compared against a benchmark from the first full week of the year. Due to the onset of the COVID-19 pandemic, 2020 was an uncharacteristic year and has therefore been excluded from the analysis. Averaging across the years yielded the “typical” seasonal trend for each metric. Percentile levels for each week were calculated along each metric (prices, listings, days on the market, etc.) and then averaged together across metrics to determine a Best Time to List score for each week. Rankings for each week were based on these Best Time to List scores.

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