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Why market research matters

Why market research matters

By on Jan 3, 2018

Reading time: 5 minutes

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Market research is essential to you and your brand’s long-term success.

Conducting market research on a regular basis is important for every business to keep up with the changing market trends and needs, and to make sure that the current marketing channels and campaigns are successful.

It can help you understand how to connect with your customers, find out how to stand out from your competitors, and guide you in planning your next steps.

Market research can also play an important role in the process of developing and launching new products and services.

So what does market research do for your business?

  1. Identify potential new customers

You can create a great target by identifying your buyer persona. Who will use your product or service? How old are they? Are they male or female? Where do they live? Do they have children? Are they married?

  1. Understand your existing customers

Why do your customers choose your products instead of your competitors? What do they like or dislike? Who or what influences what they buy? How can your product solve their problem?

  1. Develop new, effective strategies

Based on the results from your market research, you can set a fair price, and plan your distribution. You can determine which marketing channels to use, or if you should develop a new product or introduce a new service.

  1. Stay focused

All marketers and entrepreneurs are busy and sometimes overwhelmed with projects and errands. Market research can tell you the important areas that require additional focus, and which areas are just unproductive time-wasters that you should avoid.

5. Reduce risk

Use information, not just intuition, to drive your business decisions. Market research can provide information about your market, product, audience, competition, and more. Conducting market research helps you make decisions with greater clarity and confidence. You can optimize your marketing strategy and minimize your risk of failure.

6. Understand demand

Conducting market research can help you recognize changes in demand, often before you see the impact in your sales results. From here, you can think about what new product to launch for this new demand, or to offset potential lost sales. With this information, you can expand your business to new regions or platforms.

  1. Solve your business problems
  2. If you already have a problem in your business, market research can help figure out what went wrong, or even head it off before it becomes a major issue. Maybe it’s less content that lead to decreased brand awareness, and therefore decreased sales? Or not enough leads? Low email open rates?

  3. Find new business opportunities

Entrepreneurs want to grow their business, but are not always clear on which direction to go. Market research can help you identify areas where you can grow and expand your business. You may find new markets that are un-served or underserved, and ripe for picking.

  1. Monitor your competitors

You will be able to identify your biggest competitors and what strategies they use. You can have an idea how their business operates. And perhaps most important: you can learn a lot from their activities. What to do, what not to do, what works, and what doesn’t.

Follow-up research

If you regularly follow up on your market research, you can develop or improve your product, change marketing channels, and adapt your message to changing market conditions.

You can repeat the market research every year or every month – it depends on your market and your product.

When you launch a new product, it’s crucial to conduct market research to investigate how the product resonates with your audience.

By knowing what they like or dislike, you can determine where can you improve your product to make it better for your customers.


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