Conducting Market Research

2022-06-11 by EPR Staff

Consumers these days have a lot of power because they’re easily able to research a company’s products or services and make their own purchasing decisions. Additionally, instead of communicating with a sales representative from a business, they prefer to ask for referrals from others in their social circles or look through reviews online. With all of that in mind, companies have to keep up and adapt their marketing strategies accordingly. However, to do that, businesses need to have a deep understanding of their target audience, as well as what influences their purchasing decisions and behaviors, which is precisely where market research comes in.

Market research is the process of getting information about a company’s target audience to help improve future products, understand brand perception, effectively communicate a company’s values and understand the success of the latest products or services. This process takes a bit of time and effort because companies have to get an accurate idea of the current market landscape, but it’s incredibly beneficial because it helps companies figure out how to best provide their consumers with value and stand out from their competitors. 

Market research importance

When companies are able to understand their consumers’ pain points, problems, and desired solutions, they can create products, services, and accompanying campaigns that are naturally going to appeal to the audience. The market research also provides companies with information on a number of important elements that can impact their bottom lines, such as where the audience conducts research regarding their purchasing decisions, which competitors they look to for options, information, and even purchases, and current trending topics in the industry. 

It can also help in figuring out what influences conversions and purchasing decisions for the target audience, the demand for various products, consumer needs that aren’t being met, as well as the opinions that the audience has regarding specific industry prices. At the end of the day, market research allows companies to get more information from a large sample size of their target audiences without biases or assumptions so that businesses can get to the core of the influences on purchasing decisions of those audiences. As a result of all that information, companies can then make better business decisions that can positively impact their bottom lines.

Types of research

Once a company starts conducting market research to learn more about its target audience, it’s common to come across terms such as “primary” and “secondary” research. The best way to see primary market research is to think about all of the first-hand information that companies can get on their niches or industries, as well as the consumers inside those markets. On the other hand, secondary market research is all of the public records and data that companies have access to that they can use to make informed business decisions and is quite beneficial when companies want to analyze their competitors.