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How to do market research: The complete guide for your brand

Written by by Jacqueline Zote

Published on  April 13, 2023

Reading time  10 minutes

Blindly putting out content or products and hoping for the best is a thing of the past. Not only is it a waste of time and energy, but you’re wasting valuable marketing dollars in the process. Now you have a wealth of tools and data at your disposal, allowing you to develop data-driven marketing strategies . That’s where market research comes in, allowing you to uncover valuable insights to inform your business decisions.

Conducting market research not only helps you better understand how to sell to customers but also stand out from your competition. In this guide, we break down everything you need to know about market research and how doing your homework can help you grow your business.

Table of contents:

What is market research?

Why is market research important, types of market research, where to conduct market research.

  • Steps for conducting market research
  • Tools to use for market research

Market research is the process of gathering information surrounding your business opportunities. It identifies key information to better understand your audience. This includes insights related to customer personas and even trends shaping your industry.

Taking time out of your schedule to conduct research is crucial for your brand health. Here are some of the key benefits of market research:

Understand your customers’ motivations and pain points

Most marketers are out of touch with what their customers want. Moreover, these marketers are missing key information on what products their audience wants to buy.

Simply put, you can’t run a business if you don’t know what motivates your customers.

And spoiler alert: Your customers’ wants and needs change. Your customers’ behaviors today might be night and day from what they were a few years ago.

Market research holds the key to understanding your customers better. It helps you uncover their key pain points and motivations and understand how they shape their interests and behavior.

Figure out how to position your brand

Positioning is becoming increasingly important as more and more brands enter the marketplace. Market research enables you to spot opportunities to define yourself against your competitors.

Maybe you’re able to emphasize a lower price point. Perhaps your product has a feature that’s one of a kind. Finding those opportunities goes hand in hand with researching your market.

Maintain a strong pulse on your industry at large

Today’s marketing world evolves at a rate that’s difficult to keep up with.

Fresh products. Up-and-coming brands. New marketing tools. Consumers get bombarded with sales messages from all angles. This can be confusing and overwhelming.

By monitoring market trends, you can figure out the best tactics for reaching your target audience.

Not everyone conducts market research for the same reason. While some may want to understand their audience better, others may want to see how their competitors are doing. As such, there are different types of market research you can conduct depending on your goal.

Interview-based market research allows for one-on-one interactions. This helps the conversation to flow naturally, making it easier to add context. Whether this takes place in person or virtually, it enables you to gather more in-depth qualitative data.

Buyer persona research

Buyer persona research lets you take a closer look at the people who make up your target audience. You can discover the needs, challenges and pain points of each buyer persona to understand what they need from your business. This will then allow you to craft products or campaigns to resonate better with each persona.

Pricing research

In this type of research, brands compare similar products or services with a particular focus on pricing. They look at how much those products or services typically sell for so they can get more competitive with their pricing strategy.

Competitive analysis research

Competitor analysis gives you a realistic understanding of where you stand in the market and how your competitors are doing. You can use this analysis to find out what’s working in your industry and which competitors to watch out for. It even gives you an idea of how well those competitors are meeting consumer needs.

Depending on the competitor analysis tool you use, you can get as granular as you need with your research. For instance, Sprout Social lets you analyze your competitors’ social strategies. You can see what types of content they’re posting and even benchmark your growth against theirs.

Dashboard showing Facebook competitors report on Sprout Social

Brand awareness research

Conducting brand awareness research allows you to assess your brand’s standing in the market. It tells you how well-known your brand is among your target audience and what they associate with it. This can help you gauge people’s sentiments toward your brand and whether you need to rebrand or reposition.

If you don’t know where to start with your research, you’re in the right place.

There’s no shortage of market research methods out there. In this section, we’ve highlighted research channels for small and big businesses alike.

Considering that Google sees a staggering 8.5 billion searches each day, there’s perhaps no better place to start.

A quick Google search is a potential goldmine for all sorts of questions to kick off your market research. Who’s ranking for keywords related to your industry? Which products and pieces of content are the hottest right now? Who’s running ads related to your business?

For example, Google Product Listing Ads can help highlight all of the above for B2C brands.

row of product listing ads on Google for the search term "baby carrier"

The same applies to B2B brands looking to keep tabs on who’s running industry-related ads and ranking for keyword terms too.

list of sponsored results for the search term "email marketing tool"

There’s no denying that email represents both an aggressive and effective marketing channel for marketers today. Case in point, 44% of online shoppers consider email as the most influential channel in their buying decisions.

Looking through industry and competitor emails is a brilliant way to learn more about your market. For example, what types of offers and deals are your competitors running? How often are they sending emails?

list of promotional emails from different companies including ASOS and Dropbox

Email is also invaluable for gathering information directly from your customers. This survey message from Asana is a great example of how to pick your customers’ brains to figure out how you can improve your quality of service.

email from asana asking users to take a survey

Industry journals, reports and blogs

Don’t neglect the importance of big-picture market research when it comes to tactics and marketing channels to explore. Look to marketing resources such as reports and blogs as well as industry journals

Keeping your ear to the ground on new trends and technologies is a smart move for any business. Sites such as Statista, Marketing Charts, AdWeek and Emarketer are treasure troves of up-to-date data and news for marketers.

And of course, there’s the  Sprout Insights blog . And invaluable resources like The Sprout Social Index™  can keep you updated on the latest social trends.

Social media

If you want to learn more about your target market, look no further than social media. Social offers a place to discover what your customers want to see in future products or which brands are killin’ it. In fact, social media is become more important for businesses than ever with the level of data available.

It represents a massive repository of real-time data and insights that are instantly accessible. Brand monitoring and social listening are effective ways to conduct social media research . You can even be more direct with your approach. Ask questions directly or even poll your audience to understand their needs and preferences.

twitter poll from canva asking people about their color preferences for the brand logo

The 5 steps for how to do market research

Now that we’ve covered the why and where, it’s time to get into the practical aspects of market research. Here are five essential steps on how to do market research effectively.

Step 1: Identify your research topic

First off, what are you researching about? What do you want to find out? Narrow down on a specific research topic so you can start with a clear idea of what to look for.

For example, you may want to learn more about how well your product features are satisfying the needs of existing users. This might potentially lead to feature updates and improvements. Or it might even result in new feature introductions.

Similarly, your research topic may be related to your product or service launch or customer experience. Or you may want to conduct research for an upcoming marketing campaign.

Step 2: Choose a buyer persona to engage

If you’re planning to focus your research on a specific type of audience, decide which buyer persona you want to engage. This persona group will serve as a representative sample of your target audience.

Engaging a specific group of audience lets you streamline your research efforts. As such, it can be a much more effective and organized approach than researching thousands (if not millions) of individuals.

You may be directing your research toward existing users of your product. To get even more granular, you may want to focus on users who have been familiar with the product for at least a year, for example.

Step 3: Start collecting data

The next step is one of the most critical as it involves collecting the data you need for your research. Before you begin, make sure you’ve chosen the right research methods that will uncover the type of data you need. This largely depends on your research topic and goals.

Remember that you don’t necessarily have to stick to one research method. You may use a combination of qualitative and quantitative approaches. So for example, you could use interviews to supplement the data from your surveys. Or you may stick to insights from your social listening efforts.

To keep things consistent, let’s look at this in the context of the example from earlier. Perhaps you can send out a survey to your existing users asking them a bunch of questions. This might include questions like which features they use the most and how often they use them. You can get them to choose an answer from one to five and collect quantitative data.

Plus, for qualitative insights, you could even include a few open-ended questions with the option to write their answers. For instance, you might ask them if there’s any improvement they wish to see in your product.

Step 4: Analyze results

Once you have all the data you need, it’s time to analyze it keeping your research topic in mind. This involves trying to interpret the data to look for a wider meaning, particularly in relation to your research goal.

So let’s say a large percentage of responses were four or five in the satisfaction rating. This means your existing users are mostly satisfied with your current product features. On the other hand, if the responses were mostly ones and twos, you may look for opportunities to improve. The responses to your open-ended questions can give you further context as to why people are disappointed.

Step 5: Make decisions for your business

Now it’s time to take your findings and turn them into actionable insights for your business. In this final step, you need to decide how you want to move forward with your new market insight.

What did you find in your research that would require action? How can you put those findings to good use?

The market research tools you should be using

To wrap things up, let’s talk about the various tools available to conduct speedy, in-depth market research. These tools are essential for conducting market research faster and more efficiently.

Social listening and analytics

Social analytics tools like Sprout can help you keep track of engagement across social media. This goes beyond your own engagement data but also includes that of your competitors. Considering how quickly social media moves, using a third-party analytics tool is ideal. It allows you to make sense of your social data at a glance and ensure that you’re never missing out on important trends.

cross channel profile performance on Sprout Social

Email marketing research tools

Keeping track of brand emails is a good idea for any brand looking to stand out in its audience’s inbox.

Tools such as MailCharts ,  Really Good Emails  and  Milled  can show you how different brands run their email campaigns.

Meanwhile, tools like  Owletter  allow you to monitor metrics such as frequency and send-timing. These metrics can help you understand email marketing strategies among competing brands.

Content marketing research

If you’re looking to conduct research on content marketing, tools such as  BuzzSumo  can be of great help. This tool shows you the top-performing industry content based on keywords. Here you can see relevant industry sites and influencers as well as which brands in your industry are scoring the most buzz. It shows you exactly which pieces of content are ranking well in terms of engagements and shares and on which social networks.

content analysis report on buzzsumo

SEO and keyword tracking

Monitoring industry keywords is a great way to uncover competitors. It can also help you discover opportunities to advertise your products via organic search. Tools such as  Ahrefs  provide a comprehensive keyword report to help you see how your search efforts stack up against the competition.

organic traffic and keywords report on ahrefs

Competitor comparison template

For the sake of organizing your market research, consider creating a competitive matrix. The idea is to highlight how you stack up side-by-side against others in your market. Use a  social media competitive analysis template  to track your competitors’ social presence. That way, you can easily compare tactics, messaging and performance. Once you understand your strengths and weaknesses next to your competitors, you’ll find opportunities as well.

Customer persona creator

Finally, customer personas represent a place where all of your market research comes together. You’d need to create a profile of your ideal customer that you can easily refer to. Tools like  Xtensio  can help in outlining your customer motivations and demographics as you zero in on your target market.

user persona example template on xtensio

Build a solid market research strategy

Having a deeper understanding of the market gives you leverage in a sea of competitors. Use the steps and market research tools we shared above to build an effective market research strategy.

But keep in mind that the accuracy of your research findings depends on the quality of data collected. Turn to Sprout’s social media analytics tools to uncover heaps of high-quality data across social networks.

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Market Research: A How-To Guide and Template

Discover the different types of market research, how to conduct your own market research, and use a free template to help you along the way.

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MARKET RESEARCH KIT

5 Research and Planning Templates + a Free Guide on How to Use Them in Your Market Research

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Updated: 02/21/24

Published: 02/21/24

Today's consumers have a lot of power. As a business, you must have a deep understanding of who your buyers are and what influences their purchase decisions.

Enter: Market Research.

→ Download Now: Market Research Templates [Free Kit]

Whether you're new to market research or not, I created this guide to help you conduct a thorough study of your market, target audience, competition, and more. Let’s dive in.

Table of Contents

What is market research?

Primary vs. secondary research, types of market research, how to do market research, market research report template, market research examples.

Market research is the process of gathering information about your target market and customers to verify the success of a new product, help your team iterate on an existing product, or understand brand perception to ensure your team is effectively communicating your company's value effectively.

Market research can answer various questions about the state of an industry. But if you ask me, it's hardly a crystal ball that marketers can rely on for insights on their customers.

Market researchers investigate several areas of the market, and it can take weeks or even months to paint an accurate picture of the business landscape.

However, researching just one of those areas can make you more intuitive to who your buyers are and how to deliver value that no other business is offering them right now.

How? Consider these two things:

  • Your competitors also have experienced individuals in the industry and a customer base. It‘s very possible that your immediate resources are, in many ways, equal to those of your competition’s immediate resources. Seeking a larger sample size for answers can provide a better edge.
  • Your customers don't represent the attitudes of an entire market. They represent the attitudes of the part of the market that is already drawn to your brand.

The market research services market is growing rapidly, which signifies a strong interest in market research as we enter 2024. The market is expected to grow from roughly $75 billion in 2021 to $90.79 billion in 2025 .

how to do market research

Free Market Research Kit

  • SWOT Analysis Template
  • Survey Template
  • Focus Group Template

You're all set!

Click this link to access this resource at any time.

Why do market research?

Market research allows you to meet your buyer where they are.

As our world becomes louder and demands more of our attention, this proves invaluable.

By understanding your buyer's problems, pain points, and desired solutions, you can aptly craft your product or service to naturally appeal to them.

Market research also provides insight into the following:

  • Where your target audience and current customers conduct their product or service research
  • Which of your competitors your target audience looks to for information, options, or purchases
  • What's trending in your industry and in the eyes of your buyer
  • Who makes up your market and what their challenges are
  • What influences purchases and conversions among your target audience
  • Consumer attitudes about a particular topic, pain, product, or brand
  • Whether there‘s demand for the business initiatives you’re investing in
  • Unaddressed or underserved customer needs that can be flipped into selling opportunity
  • Attitudes about pricing for a particular product or service

Ultimately, market research allows you to get information from a larger sample size of your target audience, eliminating bias and assumptions so that you can get to the heart of consumer attitudes.

As a result, you can make better business decisions.

To give you an idea of how extensive market research can get , consider that it can either be qualitative or quantitative in nature — depending on the studies you conduct and what you're trying to learn about your industry.

Qualitative research is concerned with public opinion, and explores how the market feels about the products currently available in that market.

Quantitative research is concerned with data, and looks for relevant trends in the information that's gathered from public records.

That said, there are two main types of market research that your business can conduct to collect actionable information on your products: primary research and secondary research.

Primary Research

Primary research is the pursuit of first-hand information about your market and the customers within your market.

It's useful when segmenting your market and establishing your buyer personas.

Primary market research tends to fall into one of two buckets:

  • Exploratory Primary Research: This kind of primary market research normally takes place as a first step — before any specific research has been performed — and may involve open-ended interviews or surveys with small numbers of people.
  • Specific Primary Research: This type of research often follows exploratory research. In specific research, you take a smaller or more precise segment of your audience and ask questions aimed at solving a suspected problem.

Secondary Research

Secondary research is all the data and public records you have at your disposal to draw conclusions from (e.g. trend reports, market statistics, industry content, and sales data you already have on your business).

Secondary research is particularly useful for analyzing your competitors . The main buckets your secondary market research will fall into include:

  • Public Sources: These sources are your first and most-accessible layer of material when conducting secondary market research. They're often free to find and review — like government statistics (e.g., from the U.S. Census Bureau ).
  • Commercial Sources: These sources often come in the form of pay-to-access market reports, consisting of industry insight compiled by a research agency like Pew , Gartner , or Forrester .
  • Internal Sources: This is the market data your organization already has like average revenue per sale, customer retention rates, and other historical data that can help you draw conclusions on buyer needs.
  • Focus Groups
  • Product/ Service Use Research
  • Observation-Based Research
  • Buyer Persona Research
  • Market Segmentation Research
  • Pricing Research
  • Competitive Analysis Research
  • Customer Satisfaction and Loyalty Research
  • Brand Awareness Research
  • Campaign Research

1. Interviews

Interviews allow for face-to-face discussions so you can allow for a natural flow of conversation. Your interviewees can answer questions about themselves to help you design your buyer personas and shape your entire marketing strategy.

2. Focus Groups

Focus groups provide you with a handful of carefully-selected people that can test out your product and provide feedback. This type of market research can give you ideas for product differentiation.

3. Product/Service Use Research

Product or service use research offers insight into how and why your audience uses your product or service. This type of market research also gives you an idea of the product or service's usability for your target audience.

4. Observation-Based Research

Observation-based research allows you to sit back and watch the ways in which your target audience members go about using your product or service, what works well in terms of UX , and which aspects of it could be improved.

5. Buyer Persona Research

Buyer persona research gives you a realistic look at who makes up your target audience, what their challenges are, why they want your product or service, and what they need from your business or brand.

6. Market Segmentation Research

Market segmentation research allows you to categorize your target audience into different groups (or segments) based on specific and defining characteristics. This way, you can determine effective ways to meet their needs.

7. Pricing Research

Pricing research helps you define your pricing strategy . It gives you an idea of what similar products or services in your market sell for and what your target audience is willing to pay.

8. Competitive Analysis

Competitive analyses give you a deep understanding of the competition in your market and industry. You can learn about what's doing well in your industry and how you can separate yourself from the competition .

9. Customer Satisfaction and Loyalty Research

Customer satisfaction and loyalty research gives you a look into how you can get current customers to return for more business and what will motivate them to do so (e.g., loyalty programs , rewards, remarkable customer service).

10. Brand Awareness Research

Brand awareness research tells you what your target audience knows about and recognizes from your brand. It tells you about the associations people make when they think about your business.

11. Campaign Research

Campaign research entails looking into your past campaigns and analyzing their success among your target audience and current customers. The goal is to use these learnings to inform future campaigns.

  • Define your buyer persona.
  • Identify a persona group to engage.
  • Prepare research questions for your market research participants.
  • List your primary competitors.
  • Summarize your findings.

1. Define your buyer persona.

You have to understand who your customers are and how customers in your industry make buying decisions.

This is where your buyer personas come in handy. Buyer personas — sometimes referred to as marketing personas — are fictional, generalized representations of your ideal customers.

Use a free tool to create a buyer persona that your entire company can use to market, sell, and serve better.

how to do market research

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Free Guide & Templates to Help Your Market Research

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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.

Business intelligence insight graphic with hand showing a lightbulb with $ sign in it

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.

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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.

Market Research Graphic Crunchbase

  • 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.

Enrich your database graphic

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.

Product Image Advanced Search CRMConnected

  • 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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What Is Market Research?

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

The Bottom Line

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How to Do Market Research, Types, and Example

how to do market research

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 in 4 steps: a lean approach to marketing research

From pinpointing your target audience and assessing your competitive advantage, to ongoing product development and customer satisfaction efforts, market research is a practice your business can only benefit from.

Learn how to conduct quick and effective market research using a lean approach in this article full of strategies and practical examples. 

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how to do market research

A comprehensive (and successful) business strategy is not complete without some form of market research—you can’t make informed and profitable business decisions without truly understanding your customer base and the current market trends that drive your business.

In this article, you’ll learn how to conduct quick, effective market research  using an approach called 'lean market research'. It’s easier than you might think, and it can be done at any stage in a product’s lifecycle.

How to conduct lean market research in 4 steps

What is market research, why is market research so valuable, advantages of lean market research, 4 common market research methods, 5 common market research questions, market research faqs.

We’ll jump right into our 4-step approach to lean market research. To show you how it’s done in the real world, each step includes a practical example from Smallpdf , a Swiss company that used lean market research to reduce their tool’s error rate by 75% and boost their Net Promoter Score® (NPS) by 1%.

Research your market the lean way...

From on-page surveys to user interviews, Hotjar has the tools to help you scope out your market and get to know your customers—without breaking the bank.

The following four steps and practical examples will give you a solid market research plan for understanding who your users are and what they want from a company like yours.

1. Create simple user personas

A user persona is a semi-fictional character based on psychographic and demographic data from people who use websites and products similar to your own. Start by defining broad user categories, then elaborate on them later to further segment your customer base and determine your ideal customer profile .

How to get the data: use on-page or emailed surveys and interviews to understand your users and what drives them to your business.

How to do it right: whatever survey or interview questions you ask, they should answer the following questions about the customer:

Who are they?

What is their main goal?

What is their main barrier to achieving this goal?

Pitfalls to avoid:

Don’t ask too many questions! Keep it to five or less, otherwise you’ll inundate them and they’ll stop answering thoughtfully.

Don’t worry too much about typical demographic questions like age or background. Instead, focus on the role these people play (as it relates to your product) and their goals.

How Smallpdf did it: Smallpdf ran an on-page survey for a couple of weeks and received 1,000 replies. They learned that many of their users were administrative assistants, students, and teachers.

#One of the five survey questions Smallpdf asked their users

Next, they used the survey results to create simple user personas like this one for admins:

Who are they? Administrative Assistants.

What is their main goal? Creating Word documents from a scanned, hard-copy document or a PDF where the source file was lost.

What is their main barrier to achieving it? Converting a scanned PDF doc to a Word file.

💡Pro tip: Smallpdf used Hotjar Surveys to run their user persona survey. Our survey tool helped them avoid the pitfalls of guesswork and find out who their users really are, in their own words. 

You can design a survey and start running it in minutes with our easy-to-use drag and drop builder. Customize your survey to fit your needs, from a sleek one-question pop-up survey to a fully branded questionnaire sent via email. 

We've also created 40+ free survey templates that you can start collecting data with, including a user persona survey like the one Smallpdf used.

2. Conduct observational research

Observational research involves taking notes while watching someone use your product (or a similar product).

Overt vs. covert observation

Overt observation involves asking customers if they’ll let you watch them use your product. This method is often used for user testing and it provides a great opportunity for collecting live product or customer feedback .

Covert observation means studying users ‘in the wild’ without them knowing. This method works well if you sell a type of product that people use regularly, and it offers the purest observational data because people often behave differently when they know they’re being watched. 

Tips to do it right:

Record an entry in your field notes, along with a timestamp, each time an action or event occurs.

Make note of the users' workflow, capturing the ‘what,’ ‘why,’ and ‘for whom’ of each action.

#Sample of field notes taken by Smallpdf

Don’t record identifiable video or audio data without consent. If recording people using your product is helpful for achieving your research goal, make sure all participants are informed and agree to the terms.

Don’t forget to explain why you’d like to observe them (for overt observation). People are more likely to cooperate if you tell them you want to improve the product.

💡Pro tip: while conducting field research out in the wild can wield rewarding results, you can also conduct observational research remotely. Hotjar Recordings is a tool that lets you capture anonymized user sessions of real people interacting with your website. 

Observe how customers navigate your pages and products to gain an inside look into their user behavior . This method is great for conducting exploratory research with the purpose of identifying more specific issues to investigate further, like pain points along the customer journey and opportunities for optimizing conversion .

With Hotjar Recordings you can observe real people using your site without capturing their sensitive information

How Smallpdf did it: here’s how Smallpdf observed two different user personas both covertly and overtly.

Observing students (covert): Kristina Wagner, Principle Product Manager at Smallpdf, went to cafes and libraries at two local universities and waited until she saw students doing PDF-related activities. Then she watched and took notes from a distance. One thing that struck her was the difference between how students self-reported their activities vs. how they behaved (i.e, the self-reporting bias). Students, she found, spent hours talking, listening to music, or simply staring at a blank screen rather than working. When she did find students who were working, she recorded the task they were performing and the software they were using (if she recognized it).

Observing administrative assistants (overt): Kristina sent emails to admins explaining that she’d like to observe them at work, and she asked those who agreed to try to batch their PDF work for her observation day. While watching admins work, she learned that they frequently needed to scan documents into PDF-format and then convert those PDFs into Word docs. By observing the challenges admins faced, Smallpdf knew which products to target for improvement.

“Data is really good for discovery and validation, but there is a bit in the middle where you have to go and find the human.”

3. Conduct individual interviews

Interviews are one-on-one conversations with members of your target market. They allow you to dig deep and explore their concerns, which can lead to all sorts of revelations.

Listen more, talk less. Be curious.

Act like a journalist, not a salesperson. Rather than trying to talk your company up, ask people about their lives, their needs, their frustrations, and how a product like yours could help.

Ask "why?" so you can dig deeper. Get into the specifics and learn about their past behavior.

Record the conversation. Focus on the conversation and avoid relying solely on notes by recording the interview. There are plenty of services that will transcribe recorded conversations for a good price (including Hotjar!).

Avoid asking leading questions , which reveal bias on your part and pushes respondents to answer in a certain direction (e.g. “Have you taken advantage of the amazing new features we just released?).

Don't ask loaded questions , which sneak in an assumption which, if untrue, would make it impossible to answer honestly. For example, we can’t ask you, “What did you find most useful about this article?” without asking whether you found the article useful in the first place.

Be cautious when asking opinions about the future (or predictions of future behavior). Studies suggest that people aren’t very good at predicting their future behavior. This is due to several cognitive biases, from the misguided exceptionalism bias (we’re good at guessing what others will do, but we somehow think we’re different), to the optimism bias (which makes us see things with rose-colored glasses), to the ‘illusion of control’ (which makes us forget the role of randomness in future events).

How Smallpdf did it: Kristina explored her teacher user persona by speaking with university professors at a local graduate school. She learned that the school was mostly paperless and rarely used PDFs, so for the sake of time, she moved on to the admins.

A bit of a letdown? Sure. But this story highlights an important lesson: sometimes you follow a lead and come up short, so you have to make adjustments on the fly. Lean market research is about getting solid, actionable insights quickly so you can tweak things and see what works.

💡Pro tip: to save even more time, conduct remote interviews using an online user research service like Hotjar Engage , which automates the entire interview process, from recruitment and scheduling to hosting and recording.

You can interview your own customers or connect with people from our diverse pool of 200,000+ participants from 130+ countries and 25 industries. And no need to fret about taking meticulous notes—Engage will automatically transcribe the interview for you.

4. Analyze the data (without drowning in it)

The following techniques will help you wrap your head around the market data you collect without losing yourself in it. Remember, the point of lean market research is to find quick, actionable insights.

A flow model is a diagram that tracks the flow of information within a system. By creating a simple visual representation of how users interact with your product and each other, you can better assess their needs.

#Example of a flow model designed by Smallpdf

You’ll notice that admins are at the center of Smallpdf’s flow model, which represents the flow of PDF-related documents throughout a school. This flow model shows the challenges that admins face as they work to satisfy their own internal and external customers.

Affinity diagram

An affinity diagram is a way of sorting large amounts of data into groups to better understand the big picture. For example, if you ask your users about their profession, you’ll notice some general themes start to form, even though the individual responses differ. Depending on your needs, you could group them by profession, or more generally by industry.

<

We wrote a guide about how to analyze open-ended questions to help you sort through and categorize large volumes of response data. You can also do this by hand by clipping up survey responses or interview notes and grouping them (which is what Kristina does).

“For an interview, you will have somewhere between 30 and 60 notes, and those notes are usually direct phrases. And when you literally cut them up into separate pieces of paper and group them, they should make sense by themselves.”

Pro tip: if you’re conducting an online survey with Hotjar, keep your team in the loop by sharing survey responses automatically via our Slack and Microsoft Team integrations. Reading answers as they come in lets you digest the data in pieces and can help prepare you for identifying common themes when it comes time for analysis.

Hotjar lets you easily share survey responses with your team

Customer journey map

A customer journey map is a diagram that shows the way a typical prospect becomes a paying customer. It outlines their first interaction with your brand and every step in the sales cycle, from awareness to repurchase (and hopefully advocacy).

#A customer journey map example

The above  customer journey map , created by our team at Hotjar, shows many ways a customer might engage with our tool. Your map will be based on your own data and business model.

📚 Read more: if you’re new to customer journey maps, we wrote this step-by-step guide to creating your first customer journey map in 2 and 1/2 days with free templates you can download and start using immediately.

Next steps: from research to results

So, how do you turn market research insights into tangible business results? Let’s look at the actions Smallpdf took after conducting their lean market research: first they implemented changes, then measured the impact.

#Smallpdf used lean market research to dig below the surface, understand their clients, and build a better product and user experience

Implement changes

Based on what Smallpdf learned about the challenges that one key user segment (admins) face when trying to convert PDFs into Word files, they improved their ‘PDF to Word’ conversion tool.

We won’t go into the details here because it involves a lot of technical jargon, but they made the entire process simpler and more straightforward for users. Plus, they made it so that their system recognized when you drop a PDF file into their ‘Word to PDF’ converter instead of the ‘PDF to Word’ converter, so users wouldn’t have to redo the task when they made that mistake. 

In other words: simple market segmentation for admins showed a business need that had to be accounted for, and customers are happier overall after Smallpdf implemented an informed change to their product.

Measure results

According to the Lean UX model, product and UX changes aren’t retained unless they achieve results.

Smallpdf’s changes produced:

A 75% reduction in error rate for the ‘PDF to Word’ converter

A 1% increase in NPS

Greater confidence in the team’s marketing efforts

"With all the changes said and done, we've cut our original error rate in four, which is huge. We increased our NPS by +1%, which isn't huge, but it means that of the users who received a file, they were still slightly happier than before, even if they didn't notice that anything special happened at all.”

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Market research (or marketing research) is any set of techniques used to gather information and better understand a company’s target market. This might include primary research on brand awareness and customer satisfaction or secondary market research on market size and competitive analysis. Businesses use this information to design better products, improve user experience, and craft a marketing strategy that attracts quality leads and improves conversion rates.

David Darmanin, one of Hotjar’s founders, launched two startups before Hotjar took off—but both companies crashed and burned. Each time, he and his team spent months trying to design an amazing new product and user experience, but they failed because they didn’t have a clear understanding of what the market demanded.

With Hotjar, they did things differently . Long story short, they conducted market research in the early stages to figure out what consumers really wanted, and the team made (and continues to make) constant improvements based on market and user research.

Without market research, it’s impossible to understand your users. Sure, you might have a general idea of who they are and what they need, but you have to dig deep if you want to win their loyalty.

Here’s why research matters:

Obsessing over your users is the only way to win. If you don’t care deeply about them, you’ll lose potential customers to someone who does.

Analytics gives you the ‘what’, while research gives you the ‘why’. Big data, user analytics , and dashboards can tell you what people do at scale, but only research can tell you what they’re thinking and why they do what they do. For example, analytics can tell you that customers leave when they reach your pricing page, but only research can explain why.

Research beats assumptions, trends, and so-called best practices. Have you ever watched your colleagues rally behind a terrible decision? Bad ideas are often the result of guesswork, emotional reasoning, death by best practices , and defaulting to the Highest Paid Person’s Opinion (HiPPO). By listening to your users and focusing on their customer experience , you’re less likely to get pulled in the wrong direction.

Research keeps you from planning in a vacuum. Your team might be amazing, but you and your colleagues simply can’t experience your product the way your customers do. Customers might use your product in a way that surprises you, and product features that seem obvious to you might confuse them. Over-planning and refusing to test your assumptions is a waste of time, money, and effort because you’ll likely need to make changes once your untested business plan gets put into practice.

Lean User Experience (UX) design is a model for continuous improvement that relies on quick, efficient research to understand customer needs and test new product features.

Lean market research can help you become more...

Efficient: it gets you closer to your customers, faster.

Cost-effective: no need to hire an expensive marketing firm to get things started.

Competitive: quick, powerful insights can place your products on the cutting edge.

As a small business or sole proprietor, conducting lean market research is an attractive option when investing in a full-blown research project might seem out of scope or budget.

There are lots of different ways you could conduct market research and collect customer data, but you don’t have to limit yourself to just one research method. Four common types of market research techniques include surveys, interviews, focus groups, and customer observation.

Which method you use may vary based on your business type: ecommerce business owners have different goals from SaaS businesses, so it’s typically prudent to mix and match these methods based on your particular goals and what you need to know.

1. Surveys: the most commonly used

Surveys are a form of qualitative research that ask respondents a short series of open- or closed-ended questions, which can be delivered as an on-screen questionnaire or via email. When we asked 2,000 Customer Experience (CX) professionals about their company’s approach to research , surveys proved to be the most commonly used market research technique.

What makes online surveys so popular?  

They’re easy and inexpensive to conduct, and you can do a lot of data collection quickly. Plus, the data is pretty straightforward to analyze, even when you have to analyze open-ended questions whose answers might initially appear difficult to categorize.

We've built a number of survey templates ready and waiting for you. Grab a template and share with your customers in just a few clicks.

💡 Pro tip: you can also get started with Hotjar AI for Surveys to create a survey in mere seconds . Just enter your market research goal and watch as the AI generates a survey and populates it with relevant questions. 

Once you’re ready for data analysis, the AI will prepare an automated research report that succinctly summarizes key findings, quotes, and suggested next steps.

how to do market research

An example research report generated by Hotjar AI for Surveys

2. Interviews: the most insightful

Interviews are one-on-one conversations with members of your target market. Nothing beats a face-to-face interview for diving deep (and reading non-verbal cues), but if an in-person meeting isn’t possible, video conferencing is a solid second choice.

Regardless of how you conduct it, any type of in-depth interview will produce big benefits in understanding your target customers.

What makes interviews so insightful?

By speaking directly with an ideal customer, you’ll gain greater empathy for their experience , and you can follow insightful threads that can produce plenty of 'Aha!' moments.

3. Focus groups: the most unreliable

Focus groups bring together a carefully selected group of people who fit a company’s target market. A trained moderator leads a conversation surrounding the product, user experience, or marketing message to gain deeper insights.

What makes focus groups so unreliable?

If you’re new to market research, we wouldn’t recommend starting with focus groups. Doing it right is expensive , and if you cut corners, your research could fall victim to all kinds of errors. Dominance bias (when a forceful participant influences the group) and moderator style bias (when different moderator personalities bring about different results in the same study) are two of the many ways your focus group data could get skewed.

4. Observation: the most powerful

During a customer observation session, someone from the company takes notes while they watch an ideal user engage with their product (or a similar product from a competitor).

What makes observation so clever and powerful?

‘Fly-on-the-wall’ observation is a great alternative to focus groups. It’s not only less expensive, but you’ll see people interact with your product in a natural setting without influencing each other. The only downside is that you can’t get inside their heads, so observation still isn't a recommended replacement for customer surveys and interviews.

The following questions will help you get to know your users on a deeper level when you interview them. They’re general questions, of course, so don’t be afraid to make them your own.

1. Who are you and what do you do?

How you ask this question, and what you want to know, will vary depending on your business model (e.g. business-to-business marketing is usually more focused on someone’s profession than business-to-consumer marketing).

It’s a great question to start with, and it’ll help you understand what’s relevant about your user demographics (age, race, gender, profession, education, etc.), but it’s not the be-all-end-all of market research. The more specific questions come later.

2. What does your day look like?

This question helps you understand your users’ day-to-day life and the challenges they face. It will help you gain empathy for them, and you may stumble across something relevant to their buying habits.

3. Do you ever purchase [product/service type]?

This is a ‘yes or no’ question. A ‘yes’ will lead you to the next question.

4. What problem were you trying to solve or what goal were you trying to achieve?

This question strikes to the core of what someone’s trying to accomplish and why they might be willing to pay for your solution.

5. Take me back to the day when you first decided you needed to solve this kind of problem or achieve this goal.

This is the golden question, and it comes from Adele Revella, Founder and CEO of Buyer Persona Institute . It helps you get in the heads of your users and figure out what they were thinking the day they decided to spend money to solve a problem.

If you take your time with this question, digging deeper where it makes sense, you should be able to answer all the relevant information you need to understand their perspective.

“The only scripted question I want you to ask them is this one: take me back to the day when you first decided that you needed to solve this kind of problem or achieve this kind of a goal. Not to buy my product, that’s not the day. We want to go back to the day that when you thought it was urgent and compelling to go spend money to solve a particular problem or achieve a goal. Just tell me what happened.”

— Adele Revella , Founder/CEO at Buyer Persona Institute

Bonus question: is there anything else you’d like to tell me?

This question isn’t just a nice way to wrap it up—it might just give participants the opportunity they need to tell you something you really need to know.

That’s why Sarah Doody, author of UX Notebook , adds it to the end of her written surveys.

“I always have a last question, which is just open-ended: “Is there anything else you would like to tell me?” And sometimes, that’s where you get four paragraphs of amazing content that you would never have gotten if it was just a Net Promoter Score [survey] or something like that.”

What is the difference between qualitative and quantitative research?

Qualitative research asks questions that can’t be reduced to a number, such as, “What is your job title?” or “What did you like most about your customer service experience?” 

Quantitative research asks questions that can be answered with a numeric value, such as, “What is your annual salary?” or “How was your customer service experience on a scale of 1-5?”

 → Read more about the differences between qualitative and quantitative user research .

How do I do my own market research?

You can do your own quick and effective market research by 

Surveying your customers

Building user personas

Studying your users through interviews and observation

Wrapping your head around your data with tools like flow models, affinity diagrams, and customer journey maps

What is the difference between market research and user research?

Market research takes a broad look at potential customers—what problems they’re trying to solve, their buying experience, and overall demand. User research, on the other hand, is more narrowly focused on the use (and usability ) of specific products.

What are the main criticisms of market research?

Many marketing professionals are critical of market research because it can be expensive and time-consuming. It’s often easier to convince your CEO or CMO to let you do lean market research rather than something more extensive because you can do it yourself. It also gives you quick answers so you can stay ahead of the competition.

Do I need a market research firm to get reliable data?

Absolutely not! In fact, we recommend that you start small and do it yourself in the beginning. By following a lean market research strategy, you can uncover some solid insights about your clients. Then you can make changes, test them out, and see whether the results are positive. This is an excellent strategy for making quick changes and remaining competitive.

Net Promoter, Net Promoter System, Net Promoter Score, NPS, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld, and Satmetrix Systems, Inc.

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How to Do Market Research

Large magnifying glass surveying a city. Represents conducting market research to understand your customers, competitors, and industry.

Noah Parsons

18 min. read

Updated February 21, 2024

One of the biggest and most expensive mistakes I’ve made in my business career could have been avoided by doing a little homework.

In the late 2000s, my team and I came up with what we thought was a great idea for a product . Tons of businesses would need it, and it was almost guaranteed to be a huge hit!

But, we neglected to do our market research. 

We ended up with a product searching for a market instead of figuring out who our ideal customer was and building a product specifically for them.

You can avoid making this same mistake. 

Let’s learn from my experience and go over the basics of how to conduct market research. 

  • What is market research?

Market research is the process of gathering information about your potential customers. 

It helps you define your target market, craft customer personas , and understand the viability of your business, by answering questions like: 

  • Who are your customers?
  • What are their buying and shopping habits?
  • How many of them are there? 

By exploring your ideal customers’ problems, desires, and current solutions, you can build your product, service, and overall business strategy to better serve them.

  • Why is market research important?

When starting a business , conducting market research to get to know your customers is one of the most important things you can do. 

If you don’t understand your customer, you don’t know:

  • How you can solve their problems . 
  • What kind of marketing messages and advertising work. 
  • If your product or service is actually something your customers will spend money on.

Beyond that, market research can help you:

  • Reduce risk: Inform critical decisions with real-world data.
  • Understand your competitors: Know how competitors and alternatives to your business represent themselves in pricing, quality, and placement.
  • Identify market trends: Stay ahead by spotting emerging trends and shifts in the market.
  • Enhance customer experience: Improve customer satisfaction by addressing their pain points.

Gathering data on your customers should become a regular practice for your business. 

The more in tune you are with your customers, the better you can serve them and the more likely you are to grow your business. You should never just let assumptions about your customers drive business decisions.

Developing primary and secondary data through market research is how you get an accurate reflection of your customers’ needs.

Further Reading: 6 things to consider before entering a market

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Things to consider before conducting market research

Market research can be incredibly time-consuming (and even a waste of time) when done without the right preparation.

Here are a few questions to answer to help ensure you make the most of your efforts.

What are your objectives?

A research objective is a stated purpose that explains why you’re doing market research. It should include a specific result you intend to achieve, using available resources within a certain time frame. 

Without an objective, you’ll pour over a sea of data without knowing what you’re looking for. And if you speak to customers without a goal, you’ll struggle to ask useful questions and dig deeper.

Don’t overthink it.

Your objective should be easy to understand and connected to your business needs. 

For example, if you’re just starting, your objective may be to verify before investing in production if your chosen customer base is interested and willing to purchase your product or service.

What research methods will you use?

You don’t need to have every question prepped or a list of people to interview at the start—but you should know what research methods you intend to use.

The research options you choose will impact the data you collect, and the time it will take to complete it. By doing this ahead of time, you’ll be better prepared to create a timeline of when to take specific actions and what milestones to hit to stay on track.

What tools and resources do you need?

You likely won’t know every resource you’ll need until you start doing research. However, that doesn’t mean you can’t be proactive. 

If you know the methods you’ll be using, research what tools you’ll need to:

  • Conduct interviews
  • Create surveys
  • Observe customer behavior

If you use third-party data, identify reputable sources to provide the information you want.

  • How to conduct market research

Every business will do market research differently. The sources, the methods of data collection, and how you’ll use that data are entirely up to you. 

However, the core steps you should take remain the same. Here’s my recommendation for how to structure your research efforts:

1. Start by identifying your target market

Imagine that someone walks into your business, reaches out online, or picks up the phone and calls you. 

It’s your perfect customer: someone who has the problem that you solve and is willing to spend money on your solution. 

Now imagine the details about this person. Who are they? Can you describe them?

Ideal customers and common traits

This “ideal customer” is your target market . Your business might have several target markets, but it will usually serve you best to keep your list of target customers to two or three.

Each of your target markets should share common traits . These might be demographic traits such as: 

  • Income levels
  • Locations 

They might be psychographic traits—groups of people that like the same things or have similar interests. Or, your target market might be a certain type of employee at another company, such as a Chief Technology Officer or head of marketing.

Most often, target markets are blends of demographic and psychographic groups. For example, you might develop a new type of shoe targeted at female triathletes. Or you might be opening a hair salon targeting urban, hipster men.

Further Reading: Why niche audiences are important and how to find yours

Market segmentation

Creating multiple target markets for your company is doing what’s called “ market segmentation .” 

This sounds complex, but all you’re doing is dividing your target markets into different groups you hope to sell to. Each market segment might have different characteristics and buy your product or service for different reasons.

You might create different marketing campaigns or customize your product or service for each segment.

Further Reading:

Target marketing explained

Your target market is your ideal customer who needs your solution. They share common traits like age, gender, income, interests, or job roles. To start, focus your efforts on one target customer.

Consider focusing on a younger audience

Younger consumers are often overlooked in favor of older customers who currently make purchasing decisions. However, if you can crack the interests of a younger audience, it may lead to long-term loyalty.

2. Find out if your market is big enough

Are there enough potential customers to sustain you and your competitors? If the answer is no, then you need to consider changing your product or service offering.

Use the attributes you defined in the target market step and determine how many people meet your demographic, psychographic, or location criteria. I’ve got some links to resources to help you figure this out at the end of this article.

For example: If your target market only has a few thousand potential customers, you must either sell to them frequently or at a fairly high price to create a sustainable, profitable business.

Further Reading: How to use TAM, SAM, SOM to determine market size

If you are targeting an existing market with established competitors, you do what’s called industry research . 

For example, perhaps you are building a new company in the market for sports drinks or the market for cell phones. In cases like this, understanding how much people buy of existing offerings will give you the best sense of your potential market size. 

In this case, you want to look for industry reports and read trade publications for your industry. These publications often summarize the market size.

Further Reading: Differences between industry and market research explained

3. Talk to your potential customers

Once you have identified your target market, or at least made a good guess at who your target market is, you need to take the most important step in this entire market research process. 

You need to get up from your desk, leave behind your computer, and go outside. That’s right, you need to go and talk to people in your potential target markets. 

Yes, you can do online surveys and other research, but that’s no substitute for actually talking to potential customers. 

You’ll gain more insight into your customers through first-hand accounts than any survey will ever tell you.

Do this one thing, and you’ll be miles ahead of your competition. Why? Because most people skip this step. It’s intimidating to talk to strangers. What if they don’t want to buy what you plan on making?

So, don’t be like most entrepreneurs (including me!) and skip this critical step. 

It can mean the difference between success and failure. Getting this step done early will help you refine your business model and make a clear impact on your future success.

Further Reading: How to Create a Market Penetration Strategy  

4. Identify and analyze your competitors

Part of understanding your customers is knowing what solutions they already use. 

These are your competitors, and they may directly compete with you or provide a reasonable substitution customers settle for. 

You’ll understand how to position your business to take advantage of potential opportunities and mitigate risks by analyzing who they are, what they do, and how customers respond.  

Document your known competitors

To keep things simple, start by listing your known competitors . Account for businesses that offer a similar product/service, and those that indirectly compete with their solution or industry expertise. 

Example:   You operate an outdoor goods retail store. Your mission is to provide hands-on direction for customers to find camping, hiking, and survival gear that they will love. You offer a wide selection of well-known brands, local options, and in-house creations.

Your direct competitors are the large brands themselves, less niche retail stores, and online sellers. You must also account for other businesses that provide expert-level information on outdoor activities. 

They likely don’t sell the products, but may provide guided tours, reviews, or other insights that overlap with your business. 

Analyze your competitors

Once you have your list, it’s time to get to know the competition. Check out their websites, social media, customer reviews, and news stories from the last year. 

Sign up for their email lists, visit their stores (if they have them), and track down any industry reports that give you an idea of their size, performance, and strategic direction.

You don’t have to do everything I just listed. But you must go deep enough to clearly understand your competitors and why potential customers may choose them over you. 

It may even be useful to use the SWOT analysis framework to provide additional structure for your research. 

Further Reading: 10 ways to determine what your competitors are doing

5. Document your findings

The final (and easiest) step is to document your findings. How formal your documentation is will depend on how you plan on using it.

If you only need to share your findings with business partners and others in your business, then you can probably communicate fairly informally. 

However, if you’re looking for investors for your business, you may need to write a more formal market analysis and do a market forecast.

Presenting your market research

The single piece of documentation that every business should create is a buyer persona . 

A persona is a description of a person that hits on all of the key aspects of your target market. And, just like you might have several target markets for your business, you might have several different buyer personas.

Creating a buyer persona converts your target marketing information from dry research into a living, breathing person. 

For LivePlan , we’ve created a persona named Garrett, who drives much of our product development. Garrett embodies the attributes of our ideal customer.

When we think about creating a new marketing campaign or developing a new feature for our products, we ask, “Would Garrett like this?” You can read about the process we used to create Garrett in this article.

How to create a detailed user or buyer persona

Visualizing your customers when reviewing a sea of data can be tricky. So, create a customer persona and turn that data into the living, breathing person you imagine your customer to be.

LivePlan customer persona example

Check out this real-world customer persona used by the business planning and management software LivePlan.

When should you conduct market research?

Market research is vital when starting a business. It will improve your product or service and help you avoid starting a business without customers.

However, market research shouldn’t be exclusive to new businesses. Conditions are bound to change, and you must stay up-to-date on your industry , competitors, and emerging trends. 

Here are a few other business events where market research can make a difference:

  • Launching a new product/service or updating current features.
  • Expanding into a new market.
  • Consistent dips in financial performance. 
  • Widespread market changes.
  • New competitors enter the market.

Primary vs secondary market research explained

No matter how you decide to gather information, the methods can be boiled down to primary and secondary research. As a business owner, it’s worth understanding the basics of each type of research and how they work together.

What is primary research?

Primary research is the first-hand information collected (by you or someone you’ve hired) from customers within your market. Primary research cuts out the middleman and ensures that the results you are gathering are straight from the source. 

That’s why you should conduct primary research when validating your business idea. 

Furthermore, it can be broken down into two result categories — exploratory and specific.

Exploratory primary research

Exploratory primary research involves non-quantifiable customer feedback. This means you’re not trying to measure results but to record interest or an emotional response. You’ll accomplish this by asking open-ended questions in formats like focus groups or 1:1 interviews.

Asking for open-ended feedback ensures that the results are unfiltered and honest. You aren’t unintentionally leading or hindering their responses. 

Specific primary research

Specific research allows you to dig deeper into issues or opportunities you identified through your exploratory research. 

You may target a smaller segment of customers from the larger group you’ve spoken to, conduct additional interviews, or shift to more quantifiable research such as beta-testing or surveys.

What is secondary research?

Secondary research covers every other piece of data you have available. This includes resources such as:

  • Public sources: Typically free and highly accessible information gathered through government-sponsored research projects. 
  • Commercial sources: Research studies conducted by private organizations regarding the state of specific markets, industries, or innovations. 
  • Internal sources: Data you have collected through everyday business operations. Everything from financial statements to Analytics reports can qualify.

Which is better: primary or secondary research?

Neither primary nor secondary research is better than the other. They simply have different use cases. So, aim for a healthy mix.

When starting, focus on conducting primary research to ensure you get the necessary information to validate your business. 

Compare those findings to secondary resources such as industry benchmarks , market reports, and internal data you’ve collected. 

You’ll likely leverage secondary research more consistently as you grow—but it’s wise to run primary research initiatives occasionally, especially when approaching a strategic decision. Only with both types of research will you fully understand the story of your place in the market. 

Further Reading: Types of market research explained and how to use them

Types of market research to try

1. face-to-face, remote, or phone interviews.

I mentioned this before, but the best thing you can do is get out and talk to your potential or current customers, virtually or in person. 

Be sure you have a refined set of closed and open-ended questions ready, and consider the interviewee’s tone, body language, and interest alongside their answers.

2. Focus groups

Similar to interviews, focus groups can provide direct feedback from your customer mix. Rather than receiving answers or reactions in a bubble, you get to see how customers may act when influenced by others in the market. You can simply ask questions, run product tests, or have them watch a demo.

3. Observational research

Observational research is about watching how potential customers engage with your product or service. You’re attempting to understand what roadblocks or frustrations they may be hitting, what functionality seems to resonate, what they want from your business, etc.

To conduct observational research, you can set up an official testing environment that you control. Or you can just go out and observe your potential customers and see how they shop, make purchases, and what factors encourage or deter them from purchasing.

4. Pricing research

You may include questions about pricing when conducting interviews or focus groups, but you can also specifically develop research around pricing. 

This can be anything from testing different pricing options on your website ( A/B testing ), offering discounts to exclusive segments, or running ad campaigns with different pricing positions. The goal is to understand what your customers are willing to pay and what they consider a fair price .

5. Brand awareness research

This type of research is about understanding if your target market knows about your brand and how much they happen to know. What do they associate with your brand? What competitors come to mind first?

It’s a great way to understand your current market penetration and who your competitors are. You can integrate this type of questioning within your other tests or conduct surveys to get this data.

6. Customer interest

As part of your initial validation process, you should try to understand current customer interest. At its most basic, you’re asking: Are customers willing to buy your product or service? 

You can simply ask questions and look for yes or no answers, but it may be wise to run a limited-time sale or pre-sale to actually line up initial revenue for your business. 

You can offer the chance to purchase during your interviews or focus groups, as well as run pre-orders through a simple landing page or by measuring engagement with a paid ad campaign.

7. Customer satisfaction

This research will help you understand current customer loyalty and what it will take to get customers to come back. Again, you can do this research within focus groups or interviews. 

Still, you can also test loyalty programs, limited-time promotions, customer service initiatives, and other ways to improve customer loyalty. 

Market research tools and resources

Finding market research data depends on the market you are targeting and the industry you are in. 

Here are a few of my go-to sources for market research:

  • U.S. Census : If you’re opening a business in the U.S., the U.S. Census site is a goldmine of information. Check out the Census Business Builder to get population data and data on how much people spend in a given area on your type of business.
  • Bureau of Labor Statistics : Another U.S.-centric resource, but a fantastic site for information on specific industries: hiring and expense trends as well as industry sizes. If your target market is other businesses, this is a good place to look for data.
  • Consumer Expenditure Survey : If you want to know what people spend their money on, this is your source.
  • SBDCNet Business Snapshots : You’ll find a great collection of industry profiles that describe how industries are growing and changing, who their customers are, and what typical startup costs are. You should also check out their list of market research resources, sorted by industry .
  • ChatGPT : All data generated from AI models like ChatGPT must be verified. But it can still be an excellent market research assistant. With the right prompting, you can generate customer segments, understand their nuances, and prioritize them based on your needs.

Further Reading: 21 best market research resources for small businesses

Market research informs your startup decisions

Effective market research can help you avoid costly mistakes early on in the life of your business. 

However, it should remain a core practice that you regularly implement when approaching crucial business decisions, growth opportunities, or just to reaffirm your understanding of the market. 

Revisit this framework whenever you’re approaching a key strategic decision . Confirm that you still understand your customers, competitors, and where the market is headed.

Then use this information to inform your planning and adjust your strategy if necessary.

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Content Author: Noah Parsons

Noah is the COO at Palo Alto Software, makers of the online business plan app LivePlan. He started his career at Yahoo! and then helped start the user review site Epinions.com. From there he started a software distribution business in the UK before coming to Palo Alto Software to run the marketing and product teams.

how to do market research

Table of Contents

  • Before conducting market research
  • When to conduct market research
  • Primary vs secondary research
  • Types of market research
  • Tools and resources
  • Market research informs your decisions

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how to do market research

Written by Mary Kate Miller | June 1, 2021

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Components of market research

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Market research is a cornerstone of all successful, strategic businesses. It can also be daunting for entrepreneurs looking to launch a startup or start a side hustle . What is market research, anyway? And how do you…do it?

We’ll walk you through absolutely everything you need to know about the market research process so that by the end of this guide, you’ll be an expert in market research too. And what’s more important: you’ll have actionable steps you can take to start collecting your own market research.

What Is Market Research?

Market research is the organized process of gathering information about your target customers and market. Market research can help you better understand customer behavior and competitor strengths and weaknesses, as well as provide insight for the best strategies in launching new businesses and products. There are different ways to approach market research, including primary and secondary research and qualitative and quantitative research. The strongest approaches will include a combination of all four.

“Virtually every business can benefit from conducting some market research,” says Niles Koenigsberg of Real FiG Advertising + Marketing . “Market research can help you piece together your [business’s] strengths and weaknesses, along with your prospective opportunities, so that you can understand where your unique differentiators may lie.” Well-honed market research will help your brand stand out from the competition and help you see what you need to do to lead the market. It can also do so much more.

The Purposes of Market Research

Why do market research? It can help you…

  • Pinpoint your target market, create buyer personas, and develop a more holistic understanding of your customer base and market.
  • Understand current market conditions to evaluate risks and anticipate how your product or service will perform.
  • Validate a concept prior to launch.
  • Identify gaps in the market that your competitors have created or overlooked.
  • Solve problems that have been left unresolved by the existing product/brand offerings.
  • Identify opportunities and solutions for new products or services.
  • Develop killer marketing strategies .

What Are the Benefits of Market Research?

Strong market research can help your business in many ways. It can…

  • Strengthen your market position.
  • Help you identify your strengths and weaknesses.
  • Help you identify your competitors’ strengths and weaknesses.
  • Minimize risk.
  • Center your customers’ experience from the get-go.
  • Help you create a dynamic strategy based on market conditions and customer needs/demands.

What Are the Basic Methods of Market Research?

The basic methods of market research include surveys, personal interviews, customer observation, and the review of secondary research. In addition to these basic methods, a forward-thinking market research approach incorporates data from the digital landscape like social media analysis, SEO research, gathering feedback via forums, and more. Throughout this guide, we will cover each of the methods commonly used in market research to give you a comprehensive overview.

Primary vs. Secondary Market Research

Primary and secondary are the two main types of market research you can do. The latter relies on research conducted by others. Primary research, on the other hand, refers to the fact-finding efforts you conduct on your own.

This approach is limited, however. It’s likely that the research objectives of these secondary data points differ from your own, and it can be difficult to confirm the veracity of their findings.

Primary Market Research

Primary research is more labor intensive, but it generally yields data that is exponentially more actionable. It can be conducted through interviews, surveys, online research, and your own data collection. Every new business should engage in primary market research prior to launch. It will help you validate that your idea has traction, and it will give you the information you need to help minimize financial risk.

You can hire an agency to conduct this research on your behalf. This brings the benefit of expertise, as you’ll likely work with a market research analyst. The downside is that hiring an agency can be expensive—too expensive for many burgeoning entrepreneurs. That brings us to the second approach. You can also do the market research yourself, which substantially reduces the financial burden of starting a new business .

Secondary Market Research

Secondary research includes resources like government databases and industry-specific data and publications. It can be beneficial to start your market research with secondary sources because it’s widely available and often free-to-access. This information will help you gain a broad overview of the market conditions for your new business.

Identify Your Goals and Your Audience

Before you begin conducting interviews or sending out surveys, you need to set your market research goals. At the end of your market research process, you want to have a clear idea of who your target market is—including demographic information like age, gender, and where they live—but you also want to start with a rough idea of who your audience might be and what you’re trying to achieve with market research.

You can pinpoint your objectives by asking yourself a series of guiding questions:

  • What are you hoping to discover through your research?
  • Who are you hoping to serve better because of your findings?
  • What do you think your market is?
  • Who are your competitors?
  • Are you testing the reception of a new product category or do you want to see if your product or service solves the problem left by a current gap in the market?
  • Are you just…testing the waters to get a sense of how people would react to a new brand?

Once you’ve narrowed down the “what” of your market research goals, you’re ready to move onto how you can best achieve them. Think of it like algebra. Many math problems start with “solve for x.” Once you know what you’re looking for, you can get to work trying to find it. It’s a heck of a lot easier to solve a problem when you know you’re looking for “x” than if you were to say “I’m gonna throw some numbers out there and see if I find a variable.”

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How to Do Market Research

This guide outlines every component of a comprehensive market research effort. Take into consideration the goals you have established for your market research, as they will influence which of these elements you’ll want to include in your market research strategy.

Secondary Data

Secondary data allows you to utilize pre-existing data to garner a sense of market conditions and opportunities. You can rely on published market studies, white papers, and public competitive information to start your market research journey.

Secondary data, while useful, is limited and cannot substitute your own primary data. It’s best used for quantitative data that can provide background to your more specific inquiries.

Find Your Customers Online

Once you’ve identified your target market, you can use online gathering spaces and forums to gain insights and give yourself a competitive advantage. Rebecca McCusker of The Creative Content Shop recommends internet recon as a vital tool for gaining a sense of customer needs and sentiment. “Read their posts and comments on forums, YouTube video comments, Facebook group [comments], and even Amazon/Goodreads book comments to get in their heads and see what people are saying.”

If you’re interested in engaging with your target demographic online, there are some general rules you should follow. First, secure the consent of any group moderators to ensure that you are acting within the group guidelines. Failure to do so could result in your eviction from the group.

Not all comments have the same research value. “Focus on the comments and posts with the most comments and highest engagement,” says McCusker. These high-engagement posts can give you a sense of what is already connecting and gaining traction within the group.

Social media can also be a great avenue for finding interview subjects. “LinkedIn is very useful if your [target customer] has a very specific job or works in a very specific industry or sector. It’s amazing the amount of people that will be willing to help,” explains Miguel González, a marketing executive at Dealers League . “My advice here is BE BRAVE, go to LinkedIn, or even to people you know and ask them, do quick interviews and ask real people that belong to that market and segment and get your buyer persona information first hand.”

Market research interviews can provide direct feedback on your brand, product, or service and give you a better understanding of consumer pain points and interests.

When organizing your market research interviews, you want to pay special attention to the sample group you’re selecting, as it will directly impact the information you receive. According to Tanya Zhang, the co-founder of Nimble Made , you want to first determine whether you want to choose a representative sample—for example, interviewing people who match each of the buyer persona/customer profiles you’ve developed—or a random sample.

“A sampling of your usual persona styles, for example, can validate details that you’ve already established about your product, while a random sampling may [help you] discover a new way people may use your product,” Zhang says.

Market Surveys

Market surveys solicit customer inclinations regarding your potential product or service through a series of open-ended questions. This direct outreach to your target audience can provide information on your customers’ preferences, attitudes, buying potential, and more.

Every expert we asked voiced unanimous support for market surveys as a powerful tool for market research. With the advent of various survey tools with accessible pricing—or free use—it’s never been easier to assemble, disseminate, and gather market surveys. While it should also be noted that surveys shouldn’t replace customer interviews , they can be used to supplement customer interviews to give you feedback from a broader audience.

Who to Include in Market Surveys

  • Current customers
  • Past customers
  • Your existing audience (such as social media/newsletter audiences)

Example Questions to Include in Market Surveys

While the exact questions will vary for each business, here are some common, helpful questions that you may want to consider for your market survey. Demographic Questions: the questions that help you understand, demographically, who your target customers are:

  • “What is your age?”
  • “Where do you live?”
  • “What is your gender identity?”
  • “What is your household income?”
  • “What is your household size?”
  • “What do you do for a living?”
  • “What is your highest level of education?”

Product-Based Questions: Whether you’re seeking feedback for an existing brand or an entirely new one, these questions will help you get a sense of how people feel about your business, product, or service:

  • “How well does/would our product/service meet your needs?”
  • “How does our product/service compare to similar products/services that you use?”
  • “How long have you been a customer?” or “What is the likelihood that you would be a customer of our brand?

Personal/Informative Questions: the deeper questions that help you understand how your audience thinks and what they care about.

  • “What are your biggest challenges?”
  • “What’s most important to you?”
  • “What do you do for fun (hobbies, interests, activities)?”
  • “Where do you seek new information when researching a new product?”
  • “How do you like to make purchases?”
  • “What is your preferred method for interacting with a brand?”

Survey Tools

Online survey tools make it easy to distribute surveys and collect responses. The best part is that there are many free tools available. If you’re making your own online survey, you may want to consider SurveyMonkey, Typeform, Google Forms, or Zoho Survey.

Competitive Analysis

A competitive analysis is a breakdown of how your business stacks up against the competition. There are many different ways to conduct this analysis. One of the most popular methods is a SWOT analysis, which stands for “strengths, weaknesses, opportunities, and threats.” This type of analysis is helpful because it gives you a more robust understanding of why a customer might choose a competitor over your business. Seeing how you stack up against the competition can give you the direction you need to carve out your place as a market leader.

Social Media Analysis

Social media has fundamentally changed the market research landscape, making it easier than ever to engage with a wide swath of consumers. Follow your current or potential competitors on social media to see what they’re posting and how their audience is engaging with it. Social media can also give you a lower cost opportunity for testing different messaging and brand positioning.

SEO Analysis and Opportunities

SEO analysis can help you identify the digital competition for getting the word out about your brand, product, or service. You won’t want to overlook this valuable information. Search listening tools offer a novel approach to understanding the market and generating the content strategy that will drive business. Tools like Google Trends and Awario can streamline this process.

Ready to Kick Your Business Into High Gear?

Now that you’ve completed the guide to market research you know you’re ready to put on your researcher hat to give your business the best start. Still not sure how actually… launch the thing? Our free mini-course can run you through the essentials for starting your side hustle .

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About Mary Kate Miller

Mary Kate Miller writes about small business, real estate, and finance. In addition to writing for Foundr, her work has been published by The Washington Post, Teen Vogue, Bustle, and more. She lives in Chicago.

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Market research definition

Market research – in-house or outsourced, market research in the age of data, when to use market research.

  • Types of market research 

Different types of primary research

How to do market research (primary data), how to do secondary market research, communicating your market research findings, choose the right platform for your market research, try qualtrics for free, the ultimate guide to market research: how to conduct it like a pro.

27 min read Wondering how to do market research? Or even where to start learning about it? Use our ultimate guide to understand the basics and discover how you can use market research to help your business.

Market research is the practice of gathering information about the needs and preferences of your target audience – potential consumers of your product.

When you understand how your target consumer feels and behaves, you can then take steps to meet their needs and mitigate the risk of an experience gap – where there is a shortfall between what a consumer expects you to deliver and what you actually deliver. Market research can also help you keep abreast of what your competitors are offering, which in turn will affect what your customers expect from you.

Market research connects with every aspect of a business – including brand , product , customer service , marketing and sales.

Market research generally focuses on understanding:

  • The consumer (current customers, past customers, non-customers, influencers))
  • The company (product or service design, promotion, pricing, placement, service, sales)
  • The competitors (and how their market offerings interact in the market environment)
  • The industry overall (whether it’s growing or moving in a certain direction)

Free eBook: 2024 market research trends report

Why is market research important?

A successful business relies on understanding what like, what they dislike, what they need and what messaging they will respond to. Businesses also need to understand their competition to identify opportunities to differentiate their products and services from other companies.

Today’s business leaders face an endless stream of decisions around target markets, pricing, promotion, distribution channels, and product features and benefits . They must account for all the factors involved, and there are market research studies and methodologies strategically designed to capture meaningful data to inform every choice. It can be a daunting task.

Market research allows companies to make data-driven decisions to drive growth and innovation.

What happens when you don’t do market research?

Without market research, business decisions are based at best on past consumer behavior, economic indicators, or at worst, on gut feel. Decisions are made in a bubble without thought to what the competition is doing. An important aim of market research is to remove subjective opinions when making business decisions. As a brand you are there to serve your customers, not personal preferences within the company. You are far more likely to be successful if you know the difference, and market research will help make sure your decisions are insight-driven.

Traditionally there have been specialist market researchers who are very good at what they do, and businesses have been reliant on their ability to do it. Market research specialists will always be an important part of the industry, as most brands are limited by their internal capacity, expertise and budgets and need to outsource at least some aspects of the work.

However, the market research external agency model has meant that brands struggled to keep up with the pace of change. Their customers would suffer because their needs were not being wholly met with point-in-time market research.

Businesses looking to conduct market research have to tackle many questions –

  • Who are my consumers, and how should I segment and prioritize them?
  • What are they looking for within my category?
  • How much are they buying, and what are their purchase triggers, barriers, and buying habits?
  • Will my marketing and communications efforts resonate?
  • Is my brand healthy ?
  • What product features matter most?
  • Is my product or service ready for launch?
  • Are my pricing and packaging plans optimized?

They all need to be answered, but many businesses have found the process of data collection daunting, time-consuming and expensive. The hardest battle is often knowing where to begin and short-term demands have often taken priority over longer-term projects that require patience to offer return on investment.

Today however, the industry is making huge strides, driven by quickening product cycles, tighter competition and business imperatives around more data-driven decision making. With the emergence of simple, easy to use tools , some degree of in-house market research is now seen as essential, with fewer excuses not to use data to inform your decisions. With greater accessibility to such software, everyone can be an expert regardless of level or experience.

How is this possible?

The art of research hasn’t gone away. It is still a complex job and the volume of data that needs to be analyzed is huge. However with the right tools and support, sophisticated research can look very simple – allowing you to focus on taking action on what matters.

If you’re not yet using technology to augment your in-house market research, now is the time to start.

The most successful brands rely on multiple sources of data to inform their strategy and decision making, from their marketing segmentation to the product features they develop to comments on social media. In fact, there’s tools out there that use machine learning and AI to automate the tracking of what’s people are saying about your brand across all sites.

The emergence of newer and more sophisticated tools and platforms gives brands access to more data sources than ever and how the data is analyzed and used to make decisions. This also increases the speed at which they operate, with minimal lead time allowing brands to be responsive to business conditions and take an agile approach to improvements and opportunities.

Expert partners have an important role in getting the best data, particularly giving access to additional market research know-how, helping you find respondents , fielding surveys and reporting on results.

How do you measure success?

Business activities are usually measured on how well they deliver return on investment (ROI). Since market research doesn’t generate any revenue directly, its success has to be measured by looking at the positive outcomes it drives – happier customers, a healthier brand, and so on.

When changes to your products or your marketing strategy are made as a result of your market research findings, you can compare on a before-and-after basis to see if the knowledge you acted on has delivered value.

Regardless of the function you work within, understanding the consumer is the goal of any market research. To do this, we have to understand what their needs are in order to effectively meet them. If we do that, we are more likely to drive customer satisfaction , and in turn, increase customer retention .

Several metrics and KPIs are used to gauge the success of decisions made from market research results, including

  • Brand awareness within the target market
  • Share of wallet
  • CSAT (customer satisfaction)
  • NPS (Net Promoter Score)

You can use market research for almost anything related to your current customers, potential customer base or target market. If you want to find something out from your target audience, it’s likely market research is the answer.

Here are a few of the most common uses:

Buyer segmentation and profiling

Segmentation is a popular technique that separates your target market according to key characteristics, such as behavior, demographic information and social attitudes. Segmentation allows you to create relevant content for your different segments, ideally helping you to better connect with all of them.

Buyer personas are profiles of fictional customers – with real attributes. Buyer personas help you develop products and communications that are right for your different audiences, and can also guide your decision-making process. Buyer personas capture the key characteristics of your customer segments, along with meaningful insights about what they want or need from you. They provide a powerful reminder of consumer attitudes when developing a product or service, a marketing campaign or a new brand direction.

By understanding your buyers and potential customers, including their motivations, needs, and pain points, you can optimize everything from your marketing communications to your products to make sure the right people get the relevant content, at the right time, and via the right channel .

Attitudes and Usage surveys

Attitude & Usage research helps you to grow your brand by providing a detailed understanding of consumers. It helps you understand how consumers use certain products and why, what their needs are, what their preferences are, and what their pain points are. It helps you to find gaps in the market, anticipate future category needs, identify barriers to entry and build accurate go-to-market strategies and business plans.

Marketing strategy

Effective market research is a crucial tool for developing an effective marketing strategy – a company’s plan for how they will promote their products.

It helps marketers look like rock stars by helping them understand the target market to avoid mistakes, stay on message, and predict customer needs . It’s marketing’s job to leverage relevant data to reach the best possible solution  based on the research available. Then, they can implement the solution, modify the solution, and successfully deliver that solution to the market.

Product development

You can conduct market research into how a select group of consumers use and perceive your product – from how they use it through to what they like and dislike about it. Evaluating your strengths and weaknesses early on allows you to focus resources on ideas with the most potential and to gear your product or service design to a specific market.

Chobani’s yogurt pouches are a product optimized through great market research . Using product concept testing – a form of market research – Chobani identified that packaging could negatively impact consumer purchase decisions. The brand made a subtle change, ensuring the item satisfied the needs of consumers. This ability to constantly refine its products for customer needs and preferences has helped Chobani become Australia’s #1 yogurt brand and increase market share.

Pricing decisions

Market research provides businesses with insights to guide pricing decisions too. One of the most powerful tools available to market researchers is conjoint analysis, a form of market research study that uses choice modeling to help brands identify the perfect set of features and price for customers. Another useful tool is the Gabor-Granger method, which helps you identify the highest price consumers are willing to pay for a given product or service.

Brand tracking studies

A company’s brand is one of its most important assets. But unlike other metrics like product sales, it’s not a tangible measure you can simply pull from your system. Regular market research that tracks consumer perceptions of your brand allows you to monitor and optimize your brand strategy in real time, then respond to consumer feedback to help maintain or build your brand with your target customers.

Advertising and communications testing

Advertising campaigns can be expensive, and without pre-testing, they carry risk of falling flat with your target audience. By testing your campaigns, whether it’s the message or the creative, you can understand how consumers respond to your communications before you deploy them so you can make changes in response to consumer feedback before you go live.

Finder, which is one of the world’s fastest-growing online comparison websites, is an example of a brand using market research to inject some analytical rigor into the business. Fueled by great market research, the business lifted brand awareness by 23 percent, boosted NPS by 8 points, and scored record profits – all within 10 weeks.

Competitive analysis

Another key part of developing the right product and communications is understanding your main competitors and how consumers perceive them. You may have looked at their websites and tried out their product or service, but unless you know how consumers perceive them, you won’t have an accurate view of where you stack up in comparison. Understanding their position in the market allows you to identify the strengths you can exploit, as well as any weaknesses you can address to help you compete better.

Customer Story

See How Yamaha Does Product Research

Types of market research

Although there are many types market research, all methods can be sorted into one of two categories: primary and secondary.

Primary research

Primary research is market research data that you collect yourself. This is raw data collected through a range of different means – surveys , focus groups,  , observation and interviews being among the most popular.

Primary information is fresh, unused data, giving you a perspective that is current or perhaps extra confidence when confirming hypotheses you already had. It can also be very targeted to your exact needs. Primary information can be extremely valuable. Tools for collecting primary information are increasingly sophisticated and the market is growing rapidly.

Historically, conducting market research in-house has been a daunting concept for brands because they don’t quite know where to begin, or how to handle vast volumes of data. Now, the emergence of technology has meant that brands have access to simple, easy to use tools to help with exactly that problem. As a result, brands are more confident about their own projects and data with the added benefit of seeing the insights emerge in real-time.

Secondary research

Secondary research is the use of data that has already been collected, analyzed and published – typically it’s data you don’t own and that hasn’t been conducted with your business specifically in mind, although there are forms of internal secondary data like old reports or figures from past financial years that come from within your business. Secondary research can be used to support the use of primary research.

Secondary research can be beneficial to small businesses because it is sometimes easier to obtain, often through research companies. Although the rise of primary research tools are challenging this trend by allowing businesses to conduct their own market research more cheaply, secondary research is often a cheaper alternative for businesses who need to spend money carefully. Some forms of secondary research have been described as ‘lean market research’ because they are fast and pragmatic, building on what’s already there.

Because it’s not specific to your business, secondary research may be less relevant, and you’ll need to be careful to make sure it applies to your exact research question. It may also not be owned, which means your competitors and other parties also have access to it.

Primary or secondary research – which to choose?

Both primary and secondary research have their advantages, but they are often best used when paired together, giving you the confidence to act knowing that the hypothesis you have is robust.

Secondary research is sometimes preferred because there is a misunderstanding of the feasibility of primary research. Thanks to advances in technology, brands have far greater accessibility to primary research, but this isn’t always known.

If you’ve decided to gather your own primary information, there are many different data collection methods that you may consider. For example:

  • Customer surveys
  • Focus groups
  • Observation

Think carefully about what you’re trying to accomplish before picking the data collection method(s) you’re going to use. Each one has its pros and cons. Asking someone a simple, multiple-choice survey question will generate a different type of data than you might obtain with an in-depth interview. Determine if your primary research is exploratory or specific, and if you’ll need qualitative research, quantitative research, or both.

Qualitative vs quantitative

Another way of categorizing different types of market research is according to whether they are qualitative or quantitative.

Qualitative research

Qualitative research is the collection of data that is non-numerical in nature. It summarizes and infers, rather than pin-points an exact truth. It is exploratory and can lead to the generation of a hypothesis.

Market research techniques that would gather qualitative data include:

  • Interviews (face to face / telephone)
  • Open-ended survey questions

Researchers use these types of market research technique because they can add more depth to the data. So for example, in focus groups or interviews, rather than being limited to ‘yes’ or ‘no’ for a certain question, you can start to understand why someone might feel a certain way.

Quantitative research

Quantitative research is the collection of data that is numerical in nature. It is much more black and white in comparison to qualitative data, although you need to make sure there is a representative sample if you want the results to be reflective of reality.

Quantitative researchers often start with a hypothesis and then collect data which can be used to determine whether empirical evidence to support that hypothesis exists.

Quantitative research methods include:

  • Questionnaires
  • Review scores

Exploratory and specific research

Exploratory research is the approach to take if you don’t know what you don’t know. It can give you broad insights about your customers, product, brand, and market. If you want to answer a specific question, then you’ll be conducting specific research.

  • Exploratory . This research is general and open-ended, and typically involves lengthy interviews with an individual or small focus group.
  • Specific . This research is often used to solve a problem identified in exploratory research. It involves more structured, formal interviews.

Exploratory primary research is generally conducted by collecting qualitative data. Specific research usually finds its insights through quantitative data.

Primary research can be qualitative or quantitative, large-scale or focused and specific. You’ll carry it out using methods like surveys – which can be used for both qualitative and quantitative studies – focus groups, observation of consumer behavior, interviews, or online tools.

Step 1: Identify your research topic

Research topics could include:

  • Product features
  • Product or service launch
  • Understanding a new target audience (or updating an existing audience)
  • Brand identity
  • Marketing campaign concepts
  • Customer experience

Step 2: Draft a research hypothesis

A hypothesis is the assumption you’re starting out with. Since you can disprove a negative much more easily than prove a positive, a hypothesis is a negative statement such as ‘price has no effect on brand perception’.

Step 3: Determine which research methods are most effective

Your choice of methods depends on budget, time constraints, and the type of question you’re trying to answer. You could combine surveys, interviews and focus groups to get a mix of qualitative and quantitative data.

Step 4: Determine how you will collect and analyze your data.

Primary research can generate a huge amount of data, and when the goal is to uncover actionable insight, it can be difficult to know where to begin or what to pay attention to.

The rise in brands taking their market research and data analysis in-house has coincided with the rise of technology simplifying the process. These tools pull through large volumes of data and outline significant information that will help you make the most important decisions.

Step 5: Conduct your research!

This is how you can run your research using Qualtrics CoreXM

  • Pre-launch – Here you want to ensure that the survey/ other research methods conform to the project specifications (what you want to achieve/research)
  • Soft launch – Collect a small fraction of the total data before you fully launch. This means you can check that everything is working as it should and you can correct any data quality issues.
  • Full launch – You’ve done the hard work to get to this point. If you’re using a tool, you can sit back and relax, or if you get curious you can check on the data in your account.
  • Review – review your data for any issues or low-quality responses. You may need to remove this in order not to impact the analysis of the data.

A helping hand

If you are missing the skills, capacity or inclination to manage your research internally, Qualtrics Research Services can help. From design, to writing the survey based on your needs, to help with survey programming, to handling the reporting, Research Services acts as an extension of the team and can help wherever necessary.

Secondary market research can be taken from a variety of places. Some data is completely free to access – other information could end up costing hundreds of thousands of dollars. There are three broad categories of secondary research sources:

  • Public sources – these sources are accessible to anyone who asks for them. They include census data, market statistics, library catalogs, university libraries and more. Other organizations may also put out free data from time to time with the goal of advancing a cause, or catching people’s attention.
  • Internal sources – sometimes the most valuable sources of data already exist somewhere within your organization. Internal sources can be preferable for secondary research on account of their price (free) and unique findings. Since internal sources are not accessible by competitors, using them can provide a distinct competitive advantage.
  • Commercial sources – if you have money for it, the easiest way to acquire secondary market research is to simply buy it from private companies. Many organizations exist for the sole purpose of doing market research and can provide reliable, in-depth, industry-specific reports.

No matter where your research is coming from, it is important to ensure that the source is reputable and reliable so you can be confident in the conclusions you draw from it.

How do you know if a source is reliable?

Use established and well-known research publishers, such as the XM Institute , Forrester and McKinsey . Government websites also publish research and this is free of charge. By taking the information directly from the source (rather than a third party) you are minimizing the risk of the data being misinterpreted and the message or insights being acted on out of context.

How to apply secondary research

The purpose and application of secondary research will vary depending on your circumstances. Often, secondary research is used to support primary research and therefore give you greater confidence in your conclusions. However, there may be circumstances that prevent this – such as the timeframe and budget of the project.

Keep an open mind when collecting all the relevant research so that there isn’t any collection bias. Then begin analyzing the conclusions formed to see if any trends start to appear. This will help you to draw a consensus from the secondary research overall.

Market research success is defined by the impact it has on your business’s success. Make sure it’s not discarded or ignored by communicating your findings effectively. Here are some tips on how to do it.

  • Less is more – Preface your market research report with executive summaries that highlight your key discoveries and their implications
  • Lead with the basic information – Share the top 4-5 recommendations in bullet-point form, rather than requiring your readers to go through pages of analysis and data
  • Model the impact – Provide examples and model the impact of any changes you put in place based on your findings
  • Show, don’t tell – Add illustrative examples that relate directly to the research findings and emphasize specific points
  • Speed is of the essence – Make data available in real-time so it can be rapidly incorporated into strategies and acted upon to maximize value
  • Work with experts – Make sure you’ve access to a dedicated team of experts ready to help you design and launch successful projects

Trusted by 8,500 brands for everything from product testing to competitor analysis, Our Strategic Research software is the world’s most powerful and flexible research platform . With over 100 question types and advanced logic, you can build out your surveys and see real-time data you can share across the organization. Plus, you’ll be able to turn data into insights with iQ, our predictive intelligence engine that runs complicated analysis at the click of a button.

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Related resources

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

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A Complete Guide to Market Research: Methods, Templates, How to do it and a lot more

Johnny Tong

Johnny Tong

Jan 19, 2021

A Complete Guide to Market Research: Methods, Templates, How to do it and a lot more

Table of Contents

What is Market Research?

Why is market research so important, market research methods, focus groups, observation, types of market research, market segmentation, brand awareness and reach, pricing research, how to do market research, market research report & analysis templates, swot analysis template, market survey template, 15 common and effective market survey questions, demographic questions, psychographic questions, questions about your product/service., 10 best market research software.

  • 1. Surveybot
  • 2. Google analytics
  • 3. Question Pro
  • 4. Make My Persona
  • 5. SurveyMonkey

Dos and Don’ts of Market Research

Do focus on your purpose, do use multiple tools, do make necessary changes according to the reports, do use user-friendly survey, do define a budget, don’t stop doing it again, don’t rely on internet information alone, don’t go for professional respondents, market research faqs.

notion image

  • What is market research?
  • Why is market research so important?
  • Types of market research
  • How to do market research?
  • 5 best market research software
  • Dos and don’ts of market research
  • Market research FAQs

notion image

  • Keep a definite purpose
  • Identify the target audience
  • Relationship status
  • Education level
  • Study your industry
  • Prepare survey questions
  • Record and analyze your findings

notion image

  • How old are you?
  • What is your gender?
  • What is your employment status?
  • What do you do?
  • What are your hobbies, interests, attitudes?
  • What are your challenges, goals?
  • How satisfied are you with our product?
  • Would you recommend our product to a friend?
  • How appealing is our website/store?
  • Do you think our prices are high?
  • How satisfied are you with our customer service?
  • Was it easy to find the right product from our store/website?
  • How did you know about our product?
  • What attracted you to our brand?
  • How often do you come across our advertisements online?

1.  Surveybot

2.  google analytics, 3.  question pro, 4.  make my persona, 5.  surveymonkey.

  • How long will it take to carry out market research?
  • How to choose the best market research software for my business?
  • How many questions should be there in my survey?
  • Can I trust the research results to make business decisions?

Chief Human @ Surveybot

Porsline Blog

  • Market Research
  • How to do…

How to do market research: The ultimate guide+ survey template

  • Sep 11, 2021

 How to do market research: The ultimate guide+ survey template

Before David Darmanin, CEO of Hotjar, was able to launch his successful start-up company, he had destroyed two other former companies. In both these failed companies, he and his colleagues took months to design and build remarkable products, but every time they would fail. David attributed these successive failures to a lack of understanding of the market needs. When it came to Hotjar, they decided to start doing market research and marketing research and looking at the real needs of consumers from the early stages. Based on the same market research process, they were also able to improve their business continuously. If you are also one of those managers who want to sell their products and have the results of their efforts come to success, you must have a deep understanding of your potential customers, your business market, and your own consumer behavior. That is why you have to implement some marketing research techniques. In this article, you will find the complete guide for the market and marketing research surveys, where many of your questions will be answered. You can start your market research survey right now using the Porsline market research platform and its market research survey templates. To get started, sign up on Porsline !

What is market research? (Market research definition)

Market research , also known as market study , is the process of collecting data about the characteristics of each business, commercial activity, the target audience, and the customer. With this data, you can understand the success of your product or your service. Companies often use this information to better design their products, enhance customer experience, and create a better marketing message so that they can attract more potential customers, and increase their lead-to-customer conversion rate (the proportion of potential customers of a company who turn into actual customers). The design of a market research questionnaire is one of the key things that every company must do. By doing a market research survey you can make logical decisions based on data, avoid intuition, and speculation, and turn your resources into truly practical projects. Companies can use various market research approaches at different stages of their development.

What is marketing research? (Marketing research definition)

Marketing research is the process by which you know in what part of your business market you will succeed, and measure all of the company’s marketing methods and strategies. At first glance, you might think that the first part of the marketing research definition is very similar to the market research definition, but you need to know that in the marketing research plan we look for business marketing activities and small changes in future prospects. Therefore, the market research questionnaire only examines the market while the marketing research questionnaire examines all marketing issues.

The difference between market research and marketing research questionnaires

There are four key factors in marketing a product or service that you need to know in order to understand the difference between a market research questionnaire and a marketing research questionnaire.

  • Product (commodity or service)
  • Price (costs paid by the customer)
  • Place (where we market the product)
  • Promotion (publicity and public relationships)

These four factors are known as the marketing mix( Four P’s of Marketing ). Success in the market and marketing can be achieved if these four factors work together properly and ideally for a certain product or commodity. As we mentioned, the market research questionnaire focuses on understanding the target market. Depending on this questionnaire, data on the market and the consumer can be collected. In fact, the market research questionnaire deals with only one element of marketing: Place, which in these cases means a particular market or part of the market. The market research questionnaire or market study collects, analyzes, and eventually explains the following data.

  • A particular market.
  • A product, service, or the development of a concept that helps to sell in that particular market.
  • Clients (current, future, and former).

A market research questionnaire is the first method to study and evaluate a new service or product in the target market. In this process, the clients’ needs and desires are usually disclosed. Whereas, the marketing research questionnaire covers a wider concept. In principle, all four marketing factors can be measured using the marketing research questionnaire. Here we can refer to the following topics regarding sample marketing research questionnaire questions:

  • Research for a new product
  • Product development
  • Advertising research
  • Customer research
  • Distribution methods
  • Public relationships

In fact, marketing research is growing on the concept of a product or service, its development, location, and evaluation, as well as on customer and brand growth. That is to say, by using this type of questionnaire, marketing factors can be measured from the beginning of brand awareness to the particular value of it, so it is fair to say that market research is a subset of marketing research. By looking at the table below, you can compare the most important differences between market research and marketing research. Market research vs. marketing research

Types of marketing research methods

Methods of marketing research are divided into four main categories, each of which helps you extract data and information about your work and use it in different areas of marketing.

1. Primary market research method

Primary research is related to the first category of data or information, and this data is all the information you collected yourself and has no other source. Here are some basic marketing research types:

  • Focus Groups

This kind of marketing research plan helps strengthen your marketing strategy with data and information obtained from clients. This data is one of the most valuable types of marketing research because it is specific to your core clients. Besides, this information will help you find the exact details of your strengths and weaknesses in all customer experiences. The best example of primary research is an online market research survey, with which you can get a lot of answers from your customers. There may also be a question to which you have been looking for an answer for a long time and you want to get comments about a particular part of your work, so with the online survey tool , you can ask this question directly to your customers. For this purpose, it is enough to design your questions on Porsline online survey software and distribute the questionnaire to social media networks or send it to your customers via email. Read relevant articles so that you know what the models of online survey questions are and what questions should be asked, also you get to know the types of online questionnaires.

2. Secondary market research method

Secondary research refers to market research data and information obtained from a second or third party. This information can also be obtained from current and pre-market data. In these cases, it is not you who will do the research, but other organizations or companies carry it out. Secondary market research types include:

  • Diagrams and charts
  • Research papers

This marketing research technique helps you gain a general understanding of the state of your industry in the market. Through secondary research, you can identify your competitors, learn how they behave, extract statistics relevant to your industry and develop a more accurate marketing strategy based on data. By identifying secondary research information, you will understand the problems you may have at every stage. For example, suppose one of your competitors wrote an article that has attracted lots of visits to his site, this way you will realize that you would probably be able to gain more views and numerous visits to your web site by writing a similar article.

3. Qualitative research method

Qualitative marketing research methods are used when data cannot be measured, and they may be primary or secondary. In the primary research, you can use online surveys and questionnaires to understand how customers feel about your product or service. For example, in a customer satisfaction survey , you can obtain full feedback from the customers about a product or a service, as in this questionnaire, you can ask them why they decided to trust your brand. By asking such questions you will find out the best way to build your marketing strategy. The best way to benefit from the marketing research qualitative method is to make a questionnaire for testing a new product as it enters the market. By doing so, you can know customers’ feedback about your product.

4. Quantitative research method

In a quantitative research method, different statistical analyses must be collected, and the quantitative research method can also be primary or secondary. This kind of marketing research helps you get stronger support in your own marketing strategy. Research method statistics are not quantitatively explanatory but must be obtained based on experimental evidence. Some examples of quantitative market research methods are:

  • Alexa ranking
  • Bounce rate
  • Number of page views
  • Market share
  • Number of followers on social media networks
  • Degree of interaction on social media networks

Having this information, you will find out what you should spend your time and money on. When you know where you stand in the market, you can easily build a more precise marketing strategy.

Common methods of data collection in the marketing research process

In general, there are many ways to collect data about customers, competitors, and market research, and it is better not to restrict yourself to a certain method only. There are four common ways to conduct market research using basic research methods, and you can use each one depending on your business position.

1. Survey: The most common method to do marketing research

Research results from HubSpot, which involved 2,000 experts in customer experience, showed that the most common marketing research method in companies is the use of surveys. Online surveys are cheap, available, and easy to use. By using questionnaires, you can collect a lot of data in a short time and at a very low cost. Additionally, you can easily analyze this data. Using web-based questionnaire design tools will also help you move on this path more easily and cost-effectively.

2. Interview: The wisest way to do marketing research

In an interview, you have to talk to your potential customers one by one, so you can dive deeply into the feelings and thoughts of the audience. If you cannot conduct a face-to-face interview, use video chat. By conducting interviews, you will gain a deeper understanding of the market you are targeting and you will feel closer to it.

3. Focus groups: The most dangerous way to do marketing research

In this marketing research approach, you select a group of people who are fully associated with the target market. The trained manager starts a conversation about a product, customer experience, or marketing message until he gets the attention of the audience. Danger! If you are not familiar with the market research process and you are new to it, DO NOT use the market research focus group method as the first step to do marketing research. This is because doing this right requires experience. If you cannot do this properly for any reason, the result of your business marketing research will face lots of mistakes, like excessive bias which is considered one of the mistakes that could occur in this case.

4. Observations: The strongest way to do market research

At the meeting held for observing, you must assign someone to be in charge of reviewing the customer’s behavior point by point. Customers or target audiences may provide feedback during the review and purchase of your new product or a competitor’s product, and knowing this feedback will be a very good source of data and information. This method is a very good alternative to the marketing research focus group technique, as in this method, which is also cheaper, you can see people who are not under the pressure of the meeting so they express their opinions more comfortably. The only problem with this method is that you cannot dwell on their thoughts and opinions. Therefore, it cannot be used as an alternative to the online survey or interview methods.

Types of market research survey templates

If you want to do the most fundamental part of marketing research, you need to know the types of marketing research survey templates and use them according to your purpose.

  • New Product Testing Survey
  • Buyer Persona Survey
  • Brand Name Survey

The product’s name or brand is one of the first characteristics of the brand and marketing. With the product name feedback survey, you can present the name you have already chosen to potential customers and then ask them how they feel about that name.

  • Market Segmentation Survey

With the Market Segmentation survey, you can classify your target audience into different groups based on specific and well-known characteristics. Thus, you will find effective ways to identify their needs, vulnerabilities, goals, and expectations.

  • Pricing Survey

The pricing survey allows you to know which similar products or services are in the market, what your audience expects to pay for this product, and whether they are willing to pay for it. This way, you can choose a fair price for your product or service and better formulate your pricing strategy.

  • Customer Satisfaction Survey
  • Brand Awareness Survey
  • Advertising Test Survey

How does online marketing research help your business grow?

Now that you know what the market and marketing research questionnaires are and how they are done, you need to know how to use their results to develop your business, and how to use their various data. Now rest assured that, by doing marketing research, you will get the following results:

  • You will recognize your specific audience

Surveys and questionnaires provide you with a very good opportunity to get information on the target market. If you know your specific audience very well, you will make sure your efforts are effective.

  • You will get a lot of comments about your product

Assume you managed to offer your product in the market after a long time of hard work, but what if the customers do not want this product? If you send the product questionnaire online to the target audience before it is produced and offered in the market, then you can better determine its features.

  • Where are you in the market compared to competitors?

If you want to know where you stand in the market, you should send a brand awareness questionnaire to your audience and see how much your potential clients know about you. Just like that, you will know what they think of you.

  • You will make better decisions concerning your campaigns and future events

By doing online marketing research, you will discover the weaknesses of your past events and how you should address them now. For example, would your clients know more about you if you showed them an ad on Instagram or if they saw your billboard on the highway? You can find the answer to this question and many others through the advertising test questionnaire.

  • You will be able to produce new and original content

The audience personality questionnaire gives you the ability to see your audience from different unknown angles. By using the results you have obtained, you can produce really useful content for the audience and help them achieve their goals.

  • Use your position and name to test your brand

You must have heard Nike’s famous slogan: “Just Do It”. What is it that makes some slogans so popular and so common? If you wish to test your slogans, name, and brand and know what words are better to use in order to describe yourself, use the Advertising Test questionnaire or Product Name Feedback Questionnaire to better understand consumer behaviors, motivations, and priorities and perform better than your competitors.

When do you make a marketing research survey?

Every year a large number of companies and businesses enter the business world, every single one of them believes that its idea is unique and that it will shake the world with it. Actually, not as many things happen as they expect, for the following reason. Each start-up company or business company needs to collect reliable data before entering the market. Do not forget that businesses will not strive in the market unless they have reliable data to support their ideas. Only correct data will help you determine whether the idea of this business actually meets the needs of the audience or not. The perfect time to conduct a market study survey is right before establishing a new business or manufacturing a new product. Just at that moment and if the results of the market research are positive, you can break into a new market. After entering the market, this business activity has to go into the second part of the marketing research process. At this point, you have to see how well your audience accepts you. Market research operations must become a permanent plan for any business to permanently keep pace with challenges, competitors, and the business environment.

How do you write market research survey questions?

In order to properly take the key step in any business, you have to figure out how to design the market research survey questions so that you can get the best possible logical and practical outcome and not move forward based on assumptions or theories. There are many things to consider in order to design a perfect and intelligent market research survey. You can also use the market research survey templates from Porsline to get better results. Now it is time to learn the steps of designing an online marketing research survey. Do not forget that you can do the market research process yourself, just think carefully about your questions and create them on the Porsline market research tool.

The First step in designing the marketing research survey: Start with Why and Who

Before you start writing the market study survey model, make sure you do the following:

  • Identifying the problem
  • Identifying research targets
  • Identifying your target audience

Write down all three elements on a paper and go back to them through the entire process of designing a market research questionnaire so that you know exactly what your framework is and make sure you achieve your goals. Define your target audience carefully so you can effectively test your idea, and to do this you can use the audience personality questionnaire to find your core audience more accurately.

The second step in designing the marketing research survey: Do not forget to use brainstorm to find questions

Take some time to categorize everything you know. Challenge yourself so you can tell the difference between right and wrong, but how would you know that? Do you have the data? Are the results of previous research, that you think are reliable, really accurate? If you do this properly, you will find in some cases that your knowledge may not be enough, and you need to complete it through research. If you focus on the following questions, you can do the brainstorm better: Who? What? When? Where? Why? And how? Think about all the questions on your mind including your problems, your goals, and the group you are targeting. Do not leave anything out of your mind and write everything down. Frame all issues on your mind, such as shopping and consumption habits, pricing habits, advertising, and product quality.

The third step in designing the marketing research survey: Choose Your Questions

Now that you know the basic topics, you need to know which ones align with your goals and which ones conflict with them. Get rid of everything that does not serve your goals, choose your most important questions, and rank them in order of priority. Ask more general questions first, then more specific ones. One of the reasons why respondents are reluctant to complete the questionnaire is that it is lengthy, as they may be bored during the completion of the questionnaire, which affects the quality of their responses. Of course, you can make your questions seem more attractive to the respondent by using visual symbols, icons, and some types of conditional questions from Porsline. However, you need to make sure not to increase the number of your questions in order not to reduce the quality of the audience’s response.

The fourth step in designing the marketing research survey: Watch your tone and expressions

Pay close attention to this step, perhaps the questions you have chosen may be very strong and correct, but if they are written in an inappropriate tone or with the use of wrong words, then the data you get will be useless. Follow these points so that you can write questions that are more attractive and easier for the reader to understand and give correct answers to them:

  • Stay anonymous : It is better not to mention your brand name until the end, so you will get a better result out of the product research. For example, if you say from the beginning that you are a famous brand, this may affect people’s opinions.
  • Keep your sentences short and write them in simple language : Do not write slogans, do not use special technical words and acronyms, also avoid writing in a way that excites the audience.
  • Avoid bias : The opinions of respondents in a market research questionnaire are important to you, so do not try to make them biased. If you ask someone what he/she likes about this product, you are actually assuming that he/she likes something, and this kind of question implies bias. Instead of asking this question, you can say, “Do you like something about this product?” This avoids bias.
  • Do not make assumptions : If you ask your audience what they would do or think if they were in a certain situation, you will not get an appropriate answer. Try not to put the audience in hypothetical situations.
  • Be careful of sensitive questions : When you want to ask demographic questions, you have to be careful of sensitive questions. For example, if you ask your audience about their income, make sure to include the “I prefer not to mention this” option among the choices.

The fifth step in designing the marketing research survey: Show question-answer progress bar

You should design the questionnaire in such a way that respondents are sure that the time spent filling out the questionnaire will be valuable and produce results. To approach this goal, firstly, ask questions that are more general and easier to answer and then move on to questions that require more thinking. Furthermore, make sure to include a question-answer progress bar at the bottom of the page so that the audience is aware to the answering process and the number of questions they still have to answer. Porsline brings this tool to you, so make sure you use it.

The sixth step in designing a marketing research survey: Review the questionnaire carefully before sending it

Now that the questionnaire is ready, you need to publish it. Here you can use social networks, e-mail, or the website, but do not forget to review it once again before publishing. In this step, pay good attention to the following points:

  • How long does it take for the respondent to answer this questionnaire? In your letter, make sure you write down how long it takes to complete this questionnaire.
  • Make sure your questionnaire works on all kinds of devices.
  • Ask some of your friends to fill out a questionnaire for you as a test and ask them for their opinions on the questions. If they have difficulty answering one of the questions, correct that question.

To get the best results of your market study or marketing research process, it is better to use a set of online questionnaires alongside each other to accurately test the various market sectors and then establish your business based on reliable data. On Porsline, you can find types of free market research questionnaire forms and use their templates to customize them to suit your requirements with just a few simple drags and drops. After submitting this questionnaire form via social networks or e-mail, you will be able to display the results and analyses on your panel and make the right decisions.    

Create your free account now and start building your questionnaires.

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How to Conduct Market Research for a Startup

Entrepreneur conducting market research for a startup

  • 17 Mar 2022

With every innovative product idea comes the pressing question: “Will people want to buy it?”

As an entrepreneur with a big idea, what’s the best way to determine how potential customers will react to your product? Conducting market research can provide the data needed to decide whether your product fits your target market.

Before launching a new venture, you should understand market research. Here’s how to conduct market research for a startup and why it’s important.

Access your free e-book today.

What Is Market Research?

Market research is the process of gathering information about customers and the market as a whole to determine a product or service’s viability. Market research includes interviews, surveys, focus groups, and industry data analyses.

The goal of market research is to better understand potential customers, how well your product or service fits their needs, and how it compares to competitors’ offerings.

There are two types of research you can conduct: primary and secondary.

  • Primary research requires collecting data to learn about your specific customers or target market segment. It’s useful for creating buyer personas, segmenting your market, and improving your product to cater to customers’ needs .
  • Secondary research is conducted using data you didn’t collect yourself. Industry reports, public databases, and other companies’ proprietary data can be used to gain insights into your target market segment and industry.

Why Is Market Research Important for Entrepreneurs?

Before launching your venture, it’s wise to conduct market research to ensure your product or service will be well received. Feedback from people who fall into your target demographics can be invaluable as you iterate on and improve your product.

Performing market research can also help you determine a pricing strategy by gauging customers’ willingness to pay for your product. Additionally, it can improve the user experience by revealing what features matter most to potential customers.

When assessing which startups to fund, investors place heavy importance on thorough market research that indicates promising potential. Providing tangible proof that your product fulfills a market need and demonstrating you’ve taken the time to iterate on and improve it signal that your startup could be a worthwhile investment.

Related: How to Talk to Potential Investors: 5 Tips

How to Do Market Research for a Startup

1. form hypotheses.

What questions do you aim to answer through market research? Using those questions, you can make predictions called hypotheses . Defining your hypotheses upfront can help guide your approach to selecting subjects, researching questions, and testing designs.

An example question you may ask is: “How much are people in my target demographic willing to pay for the current version of my product?” Your hypothesis could be: “If my product contains all its current features, customers will be willing to pay $500 for it.”

Another example question you may ask is: “What’s the user’s biggest pain point, and is my product meeting their needs?” Your hypothesis could be: “I believe the user’s biggest pain point is needing an easy, unintimidating way to learn basic car maintenance, and I predict that my product meets that need.”

You can and should test multiple hypotheses, but try to select no more than a few per test, so the research stays focused.

Related: A Beginner’s Guide to Hypothesis Testing in Business

2. Select the Type of Research Needed to Test Hypotheses

Once you’ve formed your hypotheses, determine which type of research to conduct.

If your hypotheses focus on determining your startup’s place in the broader market, start with secondary research. This can include using existing data to determine market size, how much of that market your startup could reasonably own, who your biggest competitors are, and how your brand and product compare to theirs.

If your hypotheses require primary research, decide which data collection method best fits your needs. These can include one-on-one interviews, surveys, focus groups, and polls. Primary research allows you to gather insights into customer satisfaction and loyalty, brand awareness and perception, and real-time product usability.

3. Identify Target Demographics and Recruit Subjects

To gather meaningful insights, you need to understand your target demographic. Do you aim to cater to working parents, young athletes, or pet owners? Determine the type of person who can benefit from your product.

If you conduct primary research, you need to recruit subjects. This can be done in several ways, including:

  • Word of mouth: The simplest but least reliable way to recruit participants is by word of mouth. Ask people you know to refer others to be research subjects, then screen them to confirm they fit your target demographic.
  • Promoting the study on social media: Many social media platforms enable you to show an ad to people who fall into specific demographic categories or have certain interests. This allows you to get the word out to a large number of people who qualify.
  • Hiring a third-party market research company: Some companies provide full market research services and recruit participants and conduct research on your behalf.

However you recruit subjects, ensure they take a screener survey beforehand, which allows you to determine whether they fit the specific demographic you want to study or have a trait that eliminates them from the research pool. It also provides demographic data—such as age and race—that enables you to select a diverse subset of your target demographic.

In addition, you can offer compensation to boost participation, such as money, meal vouchers, gift cards, or early access to your product. Make it clear that compensation is in appreciation for subjects’ time and honest feedback.

4. Conduct the Research

Once you’ve determined the type of research and target demographic necessary to test your hypotheses, conduct your research. To reduce bias, enlist someone unfamiliar with your hypotheses to perform interviews or lead focus groups.

Ask questions based on your audience and hypotheses. For instance, if you’re aiming to test existing customers’ purchase motivations, you may ask: “What challenge were you trying to solve when you first bought the product?”

If examining brand perception, your audience should consist of potential customers who don’t yet know your brand. Present them with a list of competitor logos—with yours in the mix—and ask them to rank the brands by perceived reliability.

While the questions you ask are vehicles to prove or disprove hypotheses, ensure they don’t lead subjects in one direction. To craft unbiased research questions , use neutral language and vary the order of options in multiple-choice questions. This can keep subjects from selecting the same option each time if they sense the third option is always mapped to a certain outcome. It also helps account for primacy bias (the tendency to select the first option in a list) and recency bias (the tendency to select the final option in a list).

Once you’ve collected data, ensure it’s organized efficiently and securely so you can protect subjects’ identities .

Related: 3 Examples of Bad Survey Questions and How to Fix Them

5. Gather Insights and Determine Action Items

After you’ve organized your data, analyze it to extract actionable insights. While some of the data will be qualitative rather than quantitative, you can detect patterns in responses to make it quantifiable. For instance, noting that 15 of 20 subjects mentioned feeling overwhelmed when attempting to assemble your product.

Once you’ve analyzed the data and communicated emerging trends using data visualizations , outline action items.

If the majority of users in your target demographic reported feeling overwhelmed while assembling your product, action items might include:

  • Creating different versions of assembly instructions to test with other groups, varying diagrams and instructional language
  • Researching instruction manual best practices

Each round of market research can offer more information about how your product is perceived and experienced by potential users.

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Market Research as an Ongoing Endeavor

While it’s useful to conduct market research before launching your product, you should revisit your hypotheses and form new ones over the course of building your venture.

By conducting market research with each version of your product, you can gradually improve it and ensure it continues to fit target customers’ needs.

Are you interested in bolstering your entrepreneurship skills? Explore our four-week online course Entrepreneurship Essentials and our other entrepreneurship and innovation courses to learn to speak the language of the startup world.

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How to do Market Analysis in 6 Easy Steps

How to do Market Analysis in 6 Easy Steps

Knowing how to do market analysis is pivotal for many roles, benefiting any organization, regardless of its size, scope, or sector.

Regular market analysis levels up your individual ability to spot potential opportunities, stay on top of current trends, and gives you insights into the competitive landscape .

This article will cover why you need to analyze a market frequently and shows you how to do a basic market analysis in 6 straightforward steps.

What is a market analysis?

Market analysis is the process of gathering data about a target market . It examines the competitive landscape, consumers, and conditions that impact the marketplace.

Market analysis definition

The benefits of market analysis

Here are eight reasons why a regular market analysis is beneficial:

  • Understand the competitive landscape
  • Spot trends in your market
  • Uncover opportunities for growth or diversification
  • Reduce either risk or cost for launching new products or services
  • Develop a deeper understanding of a target audience
  • Enhance marketing efforts or discover ways to change
  • Analyze business performance within a market
  • Identify new segments of a market to target

Why you should conduct a market analysis

Aside from the benefits we’ve already listed, reviewing and redoing your market analysis regularly is important . Here’s why.

  • Markets shift
  • Consumer behaviors change
  • New players enter existing markets
  • Disruptive technologies and enhancements to rival offerings can shift the landscape
  • External events impact market conditions that drive changes

If you already know how to do market analysis, ask yourself how frequently you undertake the task: is it annually or quarterly? And consider the time it takes and the tools you used to obtain your information.

With this in mind, we’ll walk you through the most effective market analysis methods. Showing you the steps to take, with market analysis examples, to bring these steps to life.

How to conduct a market analysis

These six steps break down how to analyze a market into easy-to-follow, digestible stages.

Before you start: Use a framework to record your findings. There are plenty of visualization tools, but a basic excel sheet will be fine if you want to keep it simple. Why? Because when you return to review this analysis and repeat this exercise, you’ll want to have everything recorded in a single place. It will save you time and make any future comparisons easier.

Step 1 – Market segmentation

What: Whether you want to enter a new market , launch a new product, or simply assess opportunities for an existing business, this first step in the market analysis process is crucial yet often overlooked.

Why: Market segmentation helps you identify the core segments of a market to target. By identifying the portion of a market your products will be suitable for, you can accurately define the market size and better understand your potential customers’ specific needs and preferences.

How: There are multiple ways you can segment a market, and the right approach will depend on your product, its customers, and its target profiles.

Here, we can see how a segment is built using Similarweb’s website segment feature. I specifically want to view the credit card sector in the US, a market made up of pure players (think Amex or Visa ) and individual players with credit card lines as one of their segments (think Wells Fargo or USAA ). By splitting up a market like this, I can analyze the areas of business I care about more for my market analysis.

So, instead of viewing data that encompasses the other lines of business the likes of Wells Fargo and the USAA handle, such as loans, I get to hone in on their credit card segments only.

This is just one example of market segmentation. You can also segment a market based on consumer needs, ideal consumer profiles, regions, and other demographic data.

Step 2 – Market sizing

What: Market sizing determines your target market’s potential volume or sales revenue. It’s an essential component of market analysis that uses either secondary or primary research to explore the actual size of the market you are in or wish to enter. 

Total Addressable Market (TAM) – This gives you the complete value of the overall market and the first step in the market sizing process . Let’s say we want to analyze the US credit card market, the TAM would account for the whole of this market. Service Addressable Market (SAM) looks at potential audience volumes for a product or service in a target region. Sticking with the credit card sector example, this could be the total value of the credit card business that specifically targets the ‘poor credit rating’ segment of this market. Share of Market (SOM) – Also known as ‘service addressable market,’ it represents the proportion of your SAM that you are likely to achieve. SOM is always lower than SAM, taking a range of estimates based on the previous year’s performance or current market share + project growth to arrive at this figure.

Market sizing calculations

Why: Market sizing helps businesses understand the size of their opportunity. By understanding the size and scope of a market, companies can better assess the potential profitability of the market. Tracking market share over time can also show who wins or loses at any given time.

Power-up Your Market Analysis with Similarweb Today

Market analysis example: market sizing.

Using a metric known as traffic share , we can estimate the potential market size by showing the total reachable audience you have or could have with a product or service.

Market sizing for market analysis

Using Similarweb Industry Analysis , I can see a real-time snapshot of my market’s performance. With it, I can see the total number of people in a market (unique visitors) and establish how much of that share I have or will target this year.

When sizing a market, it’s easy to fall into the habit of analyzing the market quarterly or annually. But often, the best insights are dynamic in nature. They appear to show shifts, sometimes unexpectedly or can indicate growth and changing behaviors as the year progresses. This is why we place a high emphasis on continuing a market analysis throughout the year.

traffic share changes over time using Similarweb’s market trends

Here, we’re looking at traffic share changes over time using Similarweb’s market trends. You can see the impact of Snychrony’s growth (in green) as they gain traction, along with USAA (purple). At the start of the year, these two players had no impact on the market. By the end of 2022, they’re showing gains and would be two key competitors to track when you reach step 4 of the market analysis process.

Those analyzing a market annually would miss out on key insights that show the rise of these two emerging players. At the end of the year, they’ve already grabbed a chunk of the market and, if they continue on the same trajectory, will continue to do so in 2023.

With the right tools, you get a dynamic view of the market data you need, allowing you to change tactics when markets shift.

Step 3 – Market trends

What: Reviewing current trends is key to any good market analysis. As we all know, trends can rise and fall at a moment’s notice. This is why this activity, in particular, is one you should routinely perform.

Why: Keeping a finger on the pulse can help you adapt and flex, at the right time, in the right way. Market trends give you insights into the current market situation and potential opportunities and challenges. Doing so can help you identify areas for growth, spot potential risks, and plan effective strategies. Market trends can also provide valuable information about customer preferences, competition, and economic and technological developments. By monitoring these trends, businesses can stay ahead of the curve and make informed decisions that will benefit their bottom line.

You may have heard about ChatGPT in the press ; this is an example of a highly-disruptive technology that has the potential to completely shift an entire market; many, in fact. It managed to gain over 1 million users within its first week on the market. And it’s a great example of why regular market trends analysis should occur.

market trends analysis

How: There are lots of ways new market trends can surface. Consumer behavior, economic trends, technological advancements, and the competitive landscape can impact how markets behave. Legal and regulatory changes can also influence trends and changes too.

Staying up to date with industry news and legislation changes is useful. But it takes time, and it’s not always the most effective way to know when consumer sentiment changes.

Market research surveys are one way to understand customer attitudes and needs and how they shift over time. However, it’s not the most effective way to inform your market analysis. Particularly when you want real-time market intel.

Market analysis example: trend detection 

Similarweb analyzes billions of data signals daily to deliver game-changing insights about any market, region, or individual company. So, as we look at how to do market analysis, I wanted to share a practical example of how clients use Similarweb to spot trends in a market.

Wonderbly , a global business, provides personalized books, serving over 6 million customers. To grow its business, it conducts regular market analysis. As part of this process, they analyzed seasonal trending keywords within Similarweb. Let’s look at what it found out and how it impacted the business.

Keyword seasonality

Wonderbly was able to spot an emerging category (anniversaries and weddings) that was not currently catered for within its own product set. In addition to being able to capitalize on seasonal trends in its market, it achieved a 69% revenue in books purchased by a more mature demographic and a completely new audience for its business.

Read more: Wonderbly’s market analysis success story .

Step 4 – Competitive analysis

What: A competitive analysis involves collecting and reviewing data about key industry players, rivals, or emerging stars in your market. It unpacks and tracks their activities and successes, letting you see what’s working, how they go to market and the various marketing strategies they use to attract and retain customers.

Why: Regardless of your size or scope, understanding the competitive landscape is key. Your target audience knows your competitors and will likely size up the pros and cons of buying from thesm before considering whether to do business with you. A robust competitive analysis can help you refine your own offerings, make informed pricing decisions, show where you can beat out your rivals, and identify areas for improvement or diversification.

How: A tried and trusted tool for this process is the well-known SWOT analysis . It lets you map and view what and how each competitor takes its products to market. Considering things like pricing, positioning, marketing, services, and more. A competitive matrix is another tool used to visualize data about rivals in a market.

To do it, download our free competitive analysis framework . Then, pick five competitors in your market to track. Complete each section, and analyze the results to discover your biggest opportunities.

Step 5 – Develop strategies

What: Use the results of your market analysis to make data-driven decisions .

Why: When you read a post about how to do market analysis, the chances are you’ve got a goal in mind. Perhaps you want to explore a new market before deciding if it’s ripe for entry. You may want to introduce a new product or service or acquire an existing company. Whatever your goal is, ensure you put the insights and data you’ve obtained to good use.

How: Create a list of potential opportunities, then build strategies around each. Here, you might evaluate potential ideas based on project costs or timeframes. Once you’ve clearly mapped out each opportunity, and understand the potential impact it will have, along with associated costs and timeframes, you can think strategically about which ideas to move forward with from both a short and long-term perspective.

Pro Tip: Use a framework to record, capture, and review the data you’ve collected about market segmentation, size, trends, and key competitors. You can draw inspiration from our downloadable competitive analysis frameworks. However, what’s key is that you systematically record your findings and review them regularly.

Step 6 – Monitor the market

What: Keep track of your market and its key players; monitor changes over time.

Why: We know markets shift, whether they’re impacted by consumer behaviors, external factors, or something else. So, it’s important to monitor changes over time.

How: We may be a little biased, but Similarweb gives you a real-time bird-eye view of your market. Letting you dive into the details and unpick changes and tactics whenever you need. With it, you can track key growth metrics, marketing channels, emerging players, trending topics , and much more.

Using the Industry Analysis tab in Similarweb Digital Research Intelligence , I can identify the market leaders and rising stars quickly. Here, I immediately see a company to track, Synchrony . As an emerging player showing exponential growth (2700%), I’ll take my market analysis a step further by investigating their successes later.

Similarweb shows me key insights, such as website traffic , the marketing channels it’s getting traffic from, audience demographics , geography , organic search insights, and more. As part of any good market analysis, the ability to spot rising players and unpack their successes can be crucial, particularly when they’re showing such growth.

Analyzing a market: Conclusions

Learning how to do market analysis is the first step. Aside from analyzing the results and making key strategic decisions, the ability to track changes over time is key. Similarweb makes it easy to segment, size, and analyze a market fast. With it, you can spot opportunities, benchmark your performance, and monitor shifts and changes as they happen, not a month or quarter later.

What are the 4 types of market analysis?

The four types of market analysis are market segmentation, market sizing, market trends, and competitive analysis.

What are the five components of market analysis?

The five components of market analysis are: customer segmentation, customer needs and trends, competitors, market size and trend, and pricing.

What makes a good market analysis?

A good market analysis should include accurate, up-to-date data, clear objectives, and a thorough market and customer needs analysis.

Is market analysis the same as a SWOT analysis?

No, market analysis and SWOT analysis are not the same. While a SWOT analysis evaluates an organization’s strengths, weaknesses, opportunities, and threats, a market analysis focuses on the external environment, such as customer needs, market trends, and competitors.

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How to do Market Research in 7 Steps

how to do market research

Home » Blog » How to do Market Research in 7 Steps

Do you know about the world-changing Amazon market research strategy of 2012?

Few do, yet it influences millions of people’s daily purchasing decisions.

Many of those who were part of it got very rich. And most had zero business or sales experience!

Its simplicity was brilliant.

I’ll tell you about it and give you 7 actionable steps on how to do market research that works for every business, regardless of size. 

And explain why your market research could be the secret to your success. 

How market research changed how we shop

Two guys, Jason Katzenback and Matt Clark created an Amazon-based marketing and sales strategy called the Amazing Selling Machine that forever changed how we make our shopping decisions, a nd it ran on market research. Here’s how it worked: 

You chose a category, found a popular and profitable product, researched the major competitor’s negative reviews, and then used them to create a better alternative.

Most, if not all, of the page-one products you see on Amazon today are there because of this strategy!

The key was the better your market research, the more profit you made. And the same is true for businesses in most markets, off and online. 

Now, let’s dive in and discover how market research works for you: 

What is market research?

Market research illuminates what we don’t know, removing the uncertainty of the unknown by blending economic trends and consumer behavior to validate your business idea. 

And it does it by asking questions like: 

  • Is there a need for your product/service?
  • What's your market size?
  • Who's your target audience?
  • And how much will they pay for your products or service?

Most people buy stuff or services to solve their problems and improve their lives. Market research identifies who those people are and their concerns by analyzing data that define their needs and demographics. Providing accurate, reliable, up-to-date information you can use to design the perfect sales and marketing strategy for your business. 

In short, market research removes the uncertainty of the unknown, helping you create a product/service that a specific group of people needs, which in turn reduces the risk when starting a business . 

Why is market research essential when planning a new business?

People made tens of millions of dollars on Amazon because they knew their customers’ needs, what to sell, and how to advertise it. 

The market research was so powerful it was like shooting fish in a barrel. 

Author and marketer, Mike Gospe’s quote, also explains why market research is essential-

“Whoever understands the customer best wins.” 

And while the 2012 opportunity on Amazon was unique to that platform, market research applies to every business setting. 

It helps you: 

  • Confirm the demand for your product or service.
  • Establish your market size and the number of people interested in your small business ideas .
  • Identify your ideal client's demographics, like age, gender, and buying habits.
  • Find their location, so you know where to reach them.
  • And the price your potential customers already pay for alternatives.

Market research empowers you to identify opportunities, avoid pitfalls, understand your competitor’s strengths and weaknesses, and make informed decisions on product development. Saving you from investing in a business idea that might not work because of a lack of demand for what you offer or where you’re offering it.  This is essential e specially now, and for anyone considering the best business to start in a recession.

How to find your competitors

Your direct competitors provide a similar service to your target audience and engage them using identical marketing strategies, like a website, social media, and local business listings. 

Here’s how you find them: 

  • Use keywords (search terms) relative to your niche and look for your competitors online.
  • Follow their social media links, and note which platforms they use.
  • Look at Google My Business and local business directories to find photographers in your area.

When you find your competitors, study their websites and social media platforms to see which services they offer, their marketing strategies, pricing, how they engage their audience, and why they’re successful. 

Reading their recent reviews, you can see what’s unique about their work. Then use this information to design your service. 

Types of market research

how to do market research

Before diving into the different market research types, you need to know that they fall into 2 categories, primary and secondary. 

Primary research involves collecting original data through surveys, focus groups, and interviews. This type of research is often time-consuming and costly, but it can provide more in-depth and accurate results.

Secondary research involves gathering data that others have already collected and published, such as industry reports, government statistics, and online databases. 

While secondary research may be less specific and current than primary research, it’s often more cost-effective and efficient, making it a viable choice for small to medium businesses on a budget. 

Okay, here are the most common market research methods:

Surveys are a fast way to gather large amounts of data and work by asking respondents a short series of open or closed questions. You can do them online, by phone, or in person.

They’re easy and inexpensive to run, and the results are straightforward to analyze.

Focus groups

Involve a small group of carefully selected people to test your product or service, which answer specific questions or provide open feedback.

Focus groups are great for gathering in-depth insights and exploring different perspectives about your product or service.

Allow you to ask detailed questions, observe body language, and follow up on responses to discover what your intended market wants and thinks. And you can hold them one-on-one or in a group setting. 

Interviews are perfect for creating a buyer’s persona around your target audience’s gender, age, location, family size, job title, budget, likes/dislikes, and buying habits. 

Product/service use research

Product or service research is discovering what people think about your product or service and their features.

Usability testing research tells you why and how your target audience uses your product/service and which features are most helpful. Giving you insights into what your ideal clients like most about them or, sometimes, dislike. 

Observation-based research

With this market research approach, you observe how your target audience uses your product or service. Noting their user experience (UX) to determine which parts work and where the user has problems. Helping you to improve your product ’ s/service’s functionality.

Buyer persona research

Your buyer persona research is about identifying the people that make up your target audience to discover their challenges, why they need your product or service, and what they want from your brand.

Market segmentation research

You categorize your target audience into different groups based on defining characters to understand their pain points better and determine how to meet their needs effectively.

Pricing research

This helps you know your competitors’ price points for products or services like yours. It enables you to charge what your target audience expects and is willing to pay ensuring they see your brand as an attractive option.

Competitive analysis

You need this market research to know who you’re competing with and the level of competition within your market. The results can give insights into what products or services are hot and which competitors you can beat or avoid.  

A competitive analysis is also how you identify your competitor’s weaknesses and improve your USP (unique sales proposition) to separate yourself from the crowd.

Customer satisfaction and loyalty research

It’s about researching your current customers to find out what they love about your business, what satisfies them most, and which strategies best encourage them to become repeat ones. 

Some customer satisfaction guarantors include rewards, loyalty programs, great products, or exemplary customer service.

Brand awareness research

Here’s where you discover what people know, recognize, or think about your brand.

Brand awareness research is crucial as it highlights the consumer’s perception of your brand, like what you believe in and stand for and what associations they make when they think of you. 

Now let’s look at how you put those marketing strategies into action: 

Steps for conducting market research

how to do market research

The following steps of your market research will help you get to know your target audience and what they want from a business like yours. And uncover crucial information about your ideal clients, such as their age, wealth, family situation, interests, needs, and buying habits. 

And when you bring those together, you’ll have invaluable insights that can help create a thriving business. 

1. Define your research objectives 

There are many reasons to conduct market research, such as to create new opportunities, assess business threats, and look at past problems to avoid repeating them.  

But the first question you must answer is whether your market research is for internal or external use.

Internal use is for you and your business, while external is for others outside your business. The purpose of internal use could be to streamline your business operations and improve cash flow. In contrast, external use could convince lenders to provide a business loan. 

Research for external use is often extensive and time-consuming. Internal requires less data, and you can do it with less experience. 

With that question answered next, define which elements of your business you’re researching and why. 

Research areas could be:

  • Product features during the development process.
  • Preparing for your product launch.
  • To better understand your target audience.
  • To ensure your brand identity is on target.
  • Establish different marketing campaign ideas.
  • Evaluate customer experience.

Once you have the why your next step is to define who.

2. Determine your target audience 

Here’s where you identify your target market to ensure your business idea meets their needs. 

There are many external ways to research your target audience, and we’ll look at some later. But there’s a way you can do it right now; try this strategy out:

Imagine you’ve started your business and are yet to make a sale. Then your shop door opens, or someone lands on your sales platform. They need what you sell; your business idea solves their problem, and they buy your solution. 

Do you see them?

What do they look like? Can you describe them‌?

That person is your target audience.

Now, your business might have several target audiences; each could have different reasons to use your products or services. But they’ll have common traits such as demographics like age, income level, location, or gender. Or it could be psychographic traits, such as similar interests or likes and dislikes.

Your goal is to identify each group, known as market segmentation, to create marketing campaigns for each. 

And for your market research purposes, choose your research methods and arrange your questions to suit. 

I’ll explain why next:

3. Choose your market research methods 

You can use many methods to conduct market research, including surveys, interviews, focus groups, online questionnaire research, and observation. 

Which you choose depends on 3 factors:

  • The type of information you want to collect
  • Your research goals
  • Your budget

For new business owners, a broad approach is often best. Using strategies like surveys or focus groups to balance quality and quantity at an affordable cost. 

4. Prepare your research questions 

To get the best from market research conversations, you must prepare by creating a discussion guide that’ll help you control the session and maximize the results. 

A discussion guide contains the topics and questions you want to discuss with participants throughout the interview.

The outline can include an introduction, some easy warm-up questions, product- or service-specific exploratory questions, and a debrief. Each section should be natural and conversational, with open-ended questions and time allotments. 

How to design your discussion guide:

Define your goals, research questions, and hypotheses 

Think about what you want to learn. What you’ll do with the feedback you get? What problem you’ll solve for your customers? 

Also, have a testable hypothesis to use in your research. It helps create your discussion guide with structure, use test scenarios, and get feedback on your product/service designs and functionality. 

Put your guide into critical sections, each with a unique purpose

Each unique area (intro, warm-up, specific, and debrief) ensures you answer all the essential questions you formed when defining your goals. 

Ask for feedback

Your research is all about feedback, including your research sessions!

Ask interviewees about their experiences and other thoughts to help improve your future research sessions. This feedback could also illuminate areas you hadn’t considered, leading to further discussions and enlightenment. 

The open-ended question rule!

The golden rule in marketing research is to ask open-ended questions to avoid “leading your interviewees” or getting the dreaded one-word answers. 

Also, when you ask yes or no questions, you might sway their opinion with your conclusion.

5. List your primary competitors

To analyze your market thoroughly, you must research the other businesses in your field to see what they’re offering, who they’re targeting with their marketing efforts, their location, and their advantages/disadvantages in the marketplace. 

To identify your competitors, choose a handful of industry search terms relevant to your business idea, then use them online to build a list of your competitors. 

For example: A landscaping business could use search terms like “landscape service” but also other search terms like “garden service” or “garden maintenance,” etc.

List in hand, now Google them

Record any websites using your industry terms, then compare them against your target audience’s needs and demographics. 

The aim is to see which competitors are the most likely to attract and convert your ideal clients via Google before you do. Because if Google’s promoting its website for your industry-relevant search terms, they’re your direct competitors.  

Once you have your list next, determine each competitor’s strengths and weaknesses using a (SWOT analysis) to answer questions like:

  • What do they have that you don’t?
  • Why would your ideal clients choose their business over yours?
  • Do they pose a direct threat to your business?

SWOT analysis complete, rank them from most to least threatening, and determine your start-up’s marketing position and advantages in comparison.

6. Document your findings

how to do market research

Your 2nd last step is to document your market research findings. How you’ll report them depends on why you need them. 

For instance, market research for internal use and only seen by you or your business partners can be informal.

However, if you need investors, you should write it as a formal market analysis and include a business plan .

But before doing either, you must organize your findings into different sections, so it’s easier to document. Areas could consist of your competitors, target audience, product/service development, and purpose. 

Some things to consider in your findings, especially if using them to gain funding:

  • An overview of your market size and growth rate
  • A projection of your market percentage share
  • Your business’s growth forecast, including cash flow projections
  • Your industry outlook, is it declining, stagnant, or rising?
  • Any noticeable consumer buying trends
  • Your current prices
  • What your competitors charge
  • Any customer segment groups you established
  • Results of any other analyses

7. Put your analysis into action

how to do market research

Once you’ve analyzed your data, it’s time to put it to use. Use your findings to inform business decisions, such as product development, marketing strategies, and customer service improvements.

If it’s internal, consider how you can implement your findings to improve your business, such as making your sales process more efficient or customer care more attentive.

For external, now prepare yourself to talk with those lenders about your research results and conclusions.

Finally, revisit and update your market research analysis to see where you can tweak and improve your business as it grows. 

The main takeaway is the more time and effort you put into market research now, the better you`ll benefit from it in the future.

And remember, every successful business began not knowing exactly where it was going. And got to where it is today because of yesterday`s market research. 

Albert Einstein said this:

“If we knew what we’re doing, it wouldn’t be called research.” 

My advice is not to let the thoughts of market research overwhelm you. Choose a strategy that suits your business, style, and resources, then take it from there.

Happy researching; the results might surprise you!

This portion of our website is for informational purposes only. The content is not legal advice. All statements, opinions, recommendations, and conclusions are solely the expression of the author and provided on an as-is basis. Accordingly, Tailor Brands is not responsible for the information as well as has not been evaluated the accuracy and/or completeness of the information.

Terry O'Toole

Terry OToole

Terry is a serial entrepreneur with over 25 years of experience building businesses across multiple industries – construction, real estate, e-commerce, hotelier, and now digital media. When not working, Terry likes to kick back and relax with family, explore Taoism’s mysteries, or savor the taste of fine Italian red wine.

Table of Contents

What is market research, why is market research so valuable, advantages of lean market research, primary vs. secondary research, what are the differences in the primary research you can collect, types of market research, how to do market research, comprehensive guide on how to do market research.

A Comprehensive Guide on How to Do Market Research

Companies can use market research to identify their target market and gather opinions and comments from customers in real-time. This kind of research can be carried out internally, by the business itself, or by a third-party market research firm. Companies use this data to create better products, enhance the user experience, and create marketing plans that generate high-quality leads and increase conversion rates.

Market research is a systematic procedure for gathering, evaluating, and interpreting data. The data may relate to a target market, consumers, other businesses, or the industry. Understanding industry changes, evolving consumer demands and tastes, and legislative changes, among other factors, can influence where a business chooses to concentrate its efforts and resources. This affects every aspect of the business, including the brand, product, customer service , marketing, and sales.

Entrepreneurs can make accurate decisions with the help of market research. It can eliminate uncertainty from innovation and direct funding toward concepts and initiatives with the most potential. Businesses conduct market research for various reasons depending on their stage of development.

The primary goal of market research is to examine the market for a particular service or product to determine how the target market will respond to it.

  • By researching your market, you can learn how successful your product/service is likely to be, what the best pricing you can set for the product/service is, and which people are interested in purchasing and consuming the product/service.
  • You can think creatively by conducting marketing research. It also helps you model your new tactics and lays the foundation for success. Therefore, having as much information as possible about your competitors is essential.
  • Market research allows problem detection before it is too late, promoting business expansion. Additionally, avoiding pitfalls saves you money and the time required to recover from them.
  • You may make wise selections by using reliable information from market research. It facilitates drawing quick conclusions from the data obtained. It enables you to quickly spot huge gaps in client satisfaction and take advantage of them to grow your company.
  • Your competition may outperform you if you are unsure about your strengths and weaknesses. Therefore, doing market research can help you decide where to concentrate your efforts or where to pay more attention.
  • Your business will have a chance for more business growth and development due to market research's tendency to enhance sales and improve customer management .

The significant advantages of lean market research are:

  • It is efficient, so it gets closer to your customers faster.
  • It is very cost-effective, saving a business a ton of money from spending on a marketing firm.
  • It helps you to be competitive in the market. 

Conventional or modern research approaches come into one of two categories: primary research or secondary research.

Primary Research

Primary research involves gathering information yourself and customizing it as necessary. Instead of relying on the previously conducted research, primary market research is conducted entirely from scratch.

In-person interviews, focus groups, surveys, product trials, product testing, and direct observations are typical primary market research methods. Marketing professionals typically conduct primary research to address a specific issue that requires in-depth research.

Exploratory Primary Research

Exploratory research is a market study method that aims to learn more about a new topic by conducting independent research. In-depth interviews with a single person or a small group are often undertaken as part of this broad, open-ended research project. Exploratory research often needs more formal inquiries to gather comprehensive data that may later be applied to more focused case studies.

Specific Primary Research

Specific primary market research usually comes after exploratory analysis and is used to examine the problems or upcoming chances identified as relevant by the business. This study is more specific and is utilized to remedy an issue discovered during exploratory research. To go further into a particular topic or situation involves more structured, formal interviews.

Secondary Research

Data already prepared, gathered, organized, and published by others are secondary research. It comprises research and reports from government organizations, industry trade groups, and other companies. One thing that makes secondary research a popular option for many businesses and organizations is its affordability. Small businesses commonly use secondary research with limited finances since it may be obtained faster and more reasonably than primary research.

Secondary research can be sourced through websites, libraries, and museums and comes in various forms, including published datasets, reports, and survey results.

Public Sources

When conducting secondary market research, public sources give the top level of information and are the easiest to get. They are usually free to get and analyze, so you get a lot for your money. Numerous governmental, regional, and local agencies gather information businesses and nonprofits can use for market research.

Commercial Sources

These sources are frequently in the form of market studies, which contain industry insight from a research group. These businesses collect information on consumer demographics, views, trends, and behaviors, as well as online and offline purchases.

Internal Sources

Every business gathers information about regular business activities, orders that have been delivered, invoicing, and returned goods. The ability to obtain insights about sales by area, type of customer, sales volume by salespeople, rates, discounts, and other data makes this valuable information for marketers.

Also Read: How to Become a Research Analyst in 2023?

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Primary research enables the collection of previously uncollected data, offers targeted solutions that address the problems relevant to your business, and provides up-to-date information. When you conduct primary research, you are gathering the following kinds of information:

Qualitative vs. Quantitative

The process of gathering, examining, and interpreting non-numerical data, such as language, is known as qualitative research. Open-ended questions and a small sample size of six to ten respondents are used in qualitative market research to enable in-depth discussion of the subjects. 

Qualitative research allows for infinite interpretation and creativity. The researcher needs to gather more empirical data while doing the study, then quickly write their results.

The practice of objectively gathering and evaluating numerical data to characterize, forecast, or regulate factors of interest is known as quantitative research.

Quantitative research aims to explore causal links between variables, make predictions, and extend findings to larger populations. The goal of quantitative research is to identify general behavioral and phenomenological laws that apply to various contexts and settings. The analysis is used to put theories to the test and eventually support or reject them.

Exploratory vs. Specific

Exploratory research is broad and open-ended, frequently including in-depth interviews with a single person or a small number of people. This form of initial market research focuses on potential issues that might be worthwhile to address as a team rather than measurable customer trends.

Exploratory research identifies problems; specific research is more focused and utilized to address such issues. More formal, structured interviews are part of it. In specific research, the business can use a small number of people or a more focused subset of their target customers to pose questions intended to address a potential issue.

Information may lay the foundation for effective business models and initiatives. You may gather the data you need to have an advantage in the market using several market research methods.

This market research method is more suited for open-ended questions because it is more intimate and allows for communication and clarification. Interviews also will enable the interviewer to look a little further and go beyond the simple answers. Interviews can be conducted with questions the interviewer asks the interviewee. Interviews are helpful for qualitative research and an in-depth understanding of a customer's decision-making or behavior.

Focus Groups

Focus groups may be used by businesses when they are creating a new product or service and want to ask or get answers to questions that are challenging. Unlike a questionnaire or poll with a strict set of questions, a focus group can drift off on tangents that the organizer could not have foreseen.

Focus groups are excellent for qualitative research because they allow participants to freely discuss their ideas or personal experiences with the subject matter.

Product/Service Use Research

Testing a product or service in advance often costs much less than recalling a defective item from the market or losing sales due to subpar usability. Research how and why your audience utilizes your product or service and details on its features are available through development or service use. This market research also helps you determine how well the product or service will appeal to your target market. 

Observation-Based Research

The term "observation" in market research refers to observing how customers act while they shop. It involves observing or filming how customers use a product or service in a real-world situation. Although time-consuming, this method has the benefit of offering unbiased research. This is frequently used to compare preferences for various product kinds.

Buyer Persona Research

Buyer persona research gives you a realistic view of your target market's demographics, problems they face, reasons they would use your product or service, expectations of your business and brand, and more. It reveals the reasons behind client behavior and enables you to take advantage of that to achieve your business objectives.

Market Segmentation Research

Understanding your market segmentation allows you to use this targeting in your product, sales, and marketing initiatives. By conducting market segmentation research, you can discover more about your target market's demands and understand your customer's pain points, expectations, goals, and other details.

Pricing Research

Pricing research is a type of research that quantifies and assesses how changes in a product's pricing affect consumer demand. Organizations utilize it to aid in choosing the best price for new items to maximize revenue and market share. Pricing research is quantitative.

Competitive Analysis

You may determine your competitors' strengths and weaknesses in the market through competitive analysis , giving you the morale to gain an advantage over them. It involves locating your company's key and secondary competitors and evaluating their products, revenue, marketing plans, and other factors. Additionally, it can give you knowledge of viable company models and consumer preferences, enabling you to practice tactics with a higher chance of success.

Customer Satisfaction and Loyalty Research

Research on customer satisfaction and loyalty might help you understand what will encourage current customers to do business with you again. You should discover what your audience likes, dislikes, and finds needs to be improved with the help of successful customer satisfaction research. This kind of market research can be used to evaluate product quality and design, delivery speed and timeliness, staff and service dependability, expertise, friendliness, market price, and value for money.

Brand Awareness Research

Brand awareness evaluates how well-known your brand, its products, and its services are within your target market. Brand awareness bridges the gap between consumer loyalty and brand trust. It gives your brand a personality that makes clients feel comfortable using it. Brand awareness research reveals what your target market knows and can associate with your brand.

Campaign Research

This market research aims to determine whether your ad campaigns successfully reach the target audience and produce the desired effects. An effective campaign effectiveness study can increase sales and lower customer acquisition costs. To keep these factors in mind, it is necessary to experiment with different methods before analyzing what connects with and resonates with your audience.

Now that you know the different types, the following section will explain how to do market research. 

Market Research is a lengthy yet effective method to succeed in any market. Without effective market research, businesses can fail to have good results. Following are the steps on how to do market research:

Define Your Buyer Persona

A user persona is a semi-fictional figure based on psychographic and demographic data collected from individuals who use sites and products similar to your own that are similar to your own. They help in audience perception, communication efficiency, and strategy development. The first step in how to do market research is to effectively reach and understand the actual people in the audience of your business using your persona as a guideline.

Identify a Persona Group to Engage

Choose a group to interview for your market research; this should be a representative sample of your target market so you can learn more about their true characteristics, problems, and buying patterns. Start by concentrating on people who meet the criteria for your customer persona when deciding who to approach for your market research.

Prepare Research Questions for Your Market Research Participants

Whether you're conducting a focus group, online survey, or phone interview, you should always prepare a discussion guide to ensure you cover all the important topics and make the most of your time. When conducting research, small business owners often just speak with immediate family and close friends. However, these individuals are usually not the ideal survey participants. You must speak with clients about their needs, goals, and expectations to obtain the most accurate and helpful information.

List Your Primary Competitors

Since competition is frequently strong, not conducting the research could give your competitors the upper hand. Even though a business's brand may focus more on another area, a division of that business sometimes may compete with your primary product or service. Prepare a prospectus that includes a list and description of all major competitors. Determine each business's strengths and limitations, financial status, reputation, etc.

Summarize Your Findings

The last step in doing market research is creating a document that organizes the market research findings as a summary. The technology selected should make it easier to communicate clearly and to share the learned information with other team members, project managers , executives from other departments, etc.

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Market research may be a highly enlightening process. Even though you understand your customers well, conducting market research will probably give you novel strategies and mediums that will enhance your interactions. You may then take action to meet those wants and provide solutions when you have clear insights into the audience's needs. This reduces the chance of an experience gap or the difference between what you give and what your audience expects you to deliver. Learn how to do market research for your business with Simplilearn. Enroll for our Business Analytics For Strategic Decision Making program and learn how to make data-driven strategic decisions for your organization. Enroll Today!

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What is market research?

Market research involves learning about your:

  • competitors

Why research your market

Market research is essential for starting and running a successful business. It gives your business direction and helps you stay on top of what your customers want.

Market research is useful to assess:

  • the viability of a business or product idea
  • whether you can grow into a new market or location
  • industry or economic influences

You can also use your findings to:

  • start a new business
  • write or update your marketing plan
  • measure the success of your marketing plan

How to do market research

To run a successful business, you need to learn about your customers, your competitors and your industry.

Market research involves asking the right questions, in the right way, to the right people. This gives your business directions and helps you stay on top of what your customers want, and how much they're willing to pay for it.

When you undertake market research, you can use your findings in two ways:

  • Start a new business and write your marketing plan.
  • Measure the success of your current marketing plan.

Market research involves asking the right questions, in the right way, to the right people.

Follow these 5 steps to research your market:

1. Define your research objective

The first step in the market research process is to define your research objectives. Ask yourself:

  • What is the key information you would like your research to uncover?
  • What do you want to know about your customers or your market?

By defining your research aims, you'll be able to keep your research focused and effective.

For example, you might want to decide whether to launch a new product or service. Your research process would then be to assess whether the market will accept your new product or service, and how much they'll be willing to pay for it.

2. Develop your research questions

Once you've identified an objective, come up with a list of research questions for your market, customers and competitors. For example:

Questions for your market:

  • What are your market's key demographics (for example, as age and gender)?
  • If you're starting a new business or product, how will your entrance affect the market and customers?
  • Does the region where you operate have a stable economy?

Questions for your customers:

  • Who are your target customers and how do they behave?
  • Where are they located?
  • What's the profile of an ideal customer for your business?

Questions for your competitors:

  • What's the profile of a typical competitor for your business?
  • What are your competitors' main strengths?
  • What are your competitors' main weaknesses?

Read industry reports on the IBISWorld website as a starting point.

3. Gather your research

There are 2 types of data collection, and both are based on asking questions:

  • Qualitative information is more investigative and involves a fewer number of respondents (focus groups and in-depth interviews).
  • Quantitative information is used to draw specific conclusions and involves a large number of respondents (surveys and questionnaires).

Ways to conduct research

Some common methods for data collection include:

  • telephone polling
  • mailed questionnaires
  • online surveys
  • personal interviews

You can conduct a simple 'yes or no' survey over the phone, but might need a face-to-face meeting to understand personal choices such as colour preferences.

There are some cheap ways to conduct online surveys, such as:

  • SurveyMonkey , or
  • by creating forms using Google Docs

4. Interpret your findings

This step is about organising your results and interpreting your findings. Basically, what have you discovered?

Keep your research objectives front-of-mind when organising and grouping your data. Look for ways you can improve your data organisation – this will make it easier to come to a conclusion down the track.

Here are some tips for data organisation:

  • Identify any major trends – consider using lists, tables, diagrams and mind-maps to organise your data.
  • Use your marketing plan to analyse your data to determine strengths, weaknesses, opportunities and threats (SWOT). You can do a SWOT analysis as part of your business plan .

One of the most important steps in the market research process is interpreting your findings. What is the research telling you? By answering this question, you'll be able to understand what the research has uncovered.

5. Draw conclusions and make decisions

Once you have your findings, ask:

  • What do your findings mean for your business?
  • What are you going to do about it?

Any conclusions you reach should align with your research objectives and your goals for your business.

Review all the data collected:

  • Ensure there aren't any gaps in your data.
  • Examine the major trends or problems in your industry or market.
  • Analyse any strengths, weaknesses, opportunities and threats.
  • Use your research to decide on the tactics that will make up your marketing mix .

More From Forbes

Top 10 ways to make money online in 2024, from research.

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AI makes it easier to start making money online, whether directly through offering AI services or ... [+] through using it to simplify your content creation and research efforts

There has never been an easier time to make money outside of a regular job, than in 2024. The opportunities and AI-powered tools that are available to freelancers and others seeking to make money online are endless—and you can do it, even with inflation and the rising costs of living.

Regardless of one's skill set, there is literally something to suit every professional. From the comfort of your laptop, you can do work that is highly flexible and can be performed on the go, or in between your regular job. And if you work remotely in your main job, you have even more time which you can dedicate to making money online.

However it's important to remember that there is no such thing as "get rich quick." Any scheme or website that promises you the ability to make money fast as an absolute guarantee, is most likely a scam. To make a considerable amount of money, you need to ensure you put your research and expertise to work, just like with any other job.

When looking for ways to make money online, be cautious and watch out for scammers. Never concede to sharing sensitive or personal financial information, unless of course you are using a legitimate freelance site such as Upwork, for example. And remember, if it sounds too good to be true, trust your gut—it most likely is.

With that caveat in mind, below is a list of 10 of the best side hustle opportunities that enable you to make money from home, according to research and analysis of sites including Upwork and Shopify.

Best High-Yield Savings Accounts Of 2024

Best 5% interest savings accounts of 2024, 1. start affiliate marketing.

Affiliate marketing is an excellent way to create a passive income stream, and it works best when you have a solid content marketing strategy. To get started, write or record video content on something you're passionate about, and build a strong audience and following first.

The ideal number of followers and repeat content viewers you need will depend on the platform you're using, and the requirements of the brands you will be acting as an affiliate for. You can incorporate affiliate links across your website, and/or social media accounts.

But you'll need to ensure that the products you are promoting are ones that actually resonate with your audience. Otherwise, you are spamming them and delivering low value, and people will easily be able to read through it, which reduces your credibility because you're wasting their time.

2. Launch A Dropshipping Store

Dropshipping is an excellent way to make money in your free time while working from home, mostly due to its convenience in selling products without ever needing to store inventory. You can set up a store on a platform such as Shopify, for example, and you would merely be responsible for developing the business model so that you can attract and engage customers, and of course, make sales.

Your suppliers would ship the product directly to your customers, so this takes away the need for purchasing storage space or piling up your garage with items. This model is also highly flexible as you can quickly adapt to market changes with minimal loss.

Establish partnerships with brands so you can make money and represent them through affiliate ... [+] marketing, influencer marketing, or both

3. Make Money As A Social Media Influencer

The global influencer marketing market size has more than tripled since 2019, hitting a record estimate of $24 billion in 2024. This can be attributed to the rise of online and social media usage during and after the pandemic.

With more than half of the global population having social media accounts, it only makes sense for avid marketers to collaborate and establish partnerships with social media influencers as part of their brand and product awareness campaigns. This is where you would come in.

To begin with, you need is a strong passion or interest, and your personality. Create a unique personal brand on a platform such as YouTube, TikTok, or Instagram, and as your follower count grows, your social media presence and social capital will become more valuable to brands looking to partner with you. You can eventually join influencer platforms where brands are looking for partnerships, such as Aspire.io, or Open Influence.

4. Become An Online Tutor

The online tutoring market is projected to reach $21.8 billion by 2030, so it's clear to see that demand for online tutors is on the incline. As an online tutor, you can teach any in-demand subject using video-conferencing tools, and even join freelance teaching platforms to create a profile and advertize your services.

5. Edit And Proofread AI Content

Not too long ago, content writing, editing, and proofreading was touted as an excellent way to make money online. However, the state of things has changed considerably because of AI, and now there are AI tools which can generate content easily and within seconds, such as Jasper AI or ChatGPT, which means anyone relying on this as a side hustle is at risk of being replaced. However, even these tools do have their limitations and, used on their own, can be factually inaccurate, have grammatical errors, or appear to be unnatural and robotic.

As an AI content proof-reader or editor, you can fact-check content that has been generated by AI, for business clients, and soften the tone so it reflects their brand voice and is free from error.

Below is another five ideas you can explore to make money online:

  • Write and self-publish e-books
  • Launch a podcast and get sponsorships/sell advertizing space
  • Become a virtual assistant
  • Sell crafts and handmade items on Etsy
  • Deliver consulting services

Selling handmade items and crafts on Etsy can rake up a considerable fortune

Ultimately, boosting your income online isn't at all difficult to achieve. Find a section of your market that is underserved, and make your mark. With your internet and laptop, you can develop new skills, share them with the world, and make more money in the process.

Rachel Wells

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IMAGES

  1. The Market Research Process: 6 Steps to Success

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  2. Step by Step Guide to the Market Research Process

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  3. How to do Market Research in 5 Steps? Basic guidance

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  4. 6.1: Reading- The Marketing Research Process

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  5. How to do Market Research: Align Your Business with Current Market

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  6. Market research (infographic)

    how to do market research

VIDEO

  1. Top 50 Market Research Tips

  2. 10 Free Market Research Tools and FREE Template || Ty Palmer

  3. Do Not Make this Biggest Business Mistake #businessadvice

  4. How to do market research for a new business

  5. Main #Marketing Activities to Create #Revenue: MARKET RESEARCH

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COMMENTS

  1. How to do market research: The complete guide for your brand

    Learn how to conduct market research for your business with this comprehensive guide. Find out the benefits, types, steps and tools of market research, and how to use them to understand your customers, position your brand and stand out from the competition.

  2. Market Research: A How-To Guide and Template

    Learn how to conduct market research to understand your target audience, competition, and industry trends. Download a free template and see examples of different types of market research.

  3. How to Do Market Research: The Complete Guide

    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.

  4. How to Do Market Research, Types, and Example

    Learn what market research is, why it is important, and how it is conducted. Find out the difference between primary and secondary research, and the types of market research methods such as focus groups, surveys, and online research.

  5. Market Research: What It Is and How to Do It

    Learn the role, when, and types of market research in a marketing strategy. Discover how to conduct market research using different methods, tools, and resources. See examples of market research tools and resources for your business.

  6. How to Do Market Research [4-Step Framework]

    Learn how to conduct quick and effective market research using a lean approach in this article full of strategies and practical examples. From user personas to observational research, from product development to customer satisfaction, you'll discover the best methods and questions for your business goals.

  7. How to Do Market Research in 6 Steps

    2. Focus groups. Similar to interviews, focus groups can provide direct feedback from your customer mix. Rather than receiving answers or reactions in a bubble, you get to see how customers may act when influenced by others in the market. You can simply ask questions, run product tests, or have them watch a demo. 3.

  8. The Complete Guide to Market Research: What It Is, Why You ...

    You can also do the market research yourself, which substantially reduces the financial burden of starting a new business. Secondary Market Research. Secondary research includes resources like government databases and industry-specific data and publications. It can be beneficial to start your market research with secondary sources because it ...

  9. Market Research: How to Conduct It Like a Pro

    Step 3: Determine which research methods are most effective. Your choice of methods depends on budget, time constraints, and the type of question you're trying to answer. You could combine surveys, interviews and focus groups to get a mix of qualitative and quantitative data.

  10. How to do market research: the ultimate guide

    The future of market research isn't expensive full-service projects that take months—it's agile, DIY market research. In this guide, we'll teach you how to conduct your own market research project from start to finish, including how to design your survey, who to target, and analysis best practices from our survey experts.

  11. A Complete Guide to Market Research: Methods, Templates, How to do it

    The trends on the internet have made online market research and social media market research a thing now. The research tools now offer an effective suite of solutions tailored to your business. Try out social media market research tools to effortlessly analyze the trends of your business among the users in social media.

  12. Market Research: What It Is & How to Do It

    Secondary Market Research Data Market reports, white papers, and consumer rating sites provide useful data for your business. The same is true of organizations like Pew, Gartner, Ipsos, and Forrester.. For reviews and ratings, rely on sites like G2 and Trustpilot.They show insights into customer experience and satisfaction with your company and your competitors.

  13. How to do market research: The ultimate guide+ survey template

    Survey: The most common method to do marketing research. Research results from HubSpot, which involved 2,000 experts in customer experience, showed that the most common marketing research method in companies is the use of surveys. Online surveys are cheap, available, and easy to use. By using questionnaires, you can collect a lot of data in a ...

  14. How to Do Market Research: A Definitive Guide

    Market research serves as a compass for businesses, guiding them through the complex landscape of consumer demands, market trends, and competitor analysis. By conducting thorough research, businesses can gain valuable insights into their target audience, identify market opportunities, and mitigate risks. Market research enables businesses to ...

  15. How to Do Market Research for a Startup

    4. Conduct the Research. Once you've determined the type of research and target demographic necessary to test your hypotheses, conduct your research. To reduce bias, enlist someone unfamiliar with your hypotheses to perform interviews or lead focus groups. Ask questions based on your audience and hypotheses.

  16. How to Conduct Market Research: A Step-By-Step Guide

    1. Define the Research Goal. The first step of the process is defining your goal. It is important to start with a clear idea of why you are doing the research and what you want to accomplish. If your motivation is vague, you risk straying from your objectives and becoming distracted by irrelevant information.

  17. The Ultimate 6-Step Guide to Market Research Strategies

    This helps create more targeted and effective marketing strategies, product development, and customer engagement initiatives. 5. Research your competitors. Analyzing the competition provides valuable insights into your market landscape and the strategies of other businesses in your industry.

  18. Marketing Research Process: Complete Guide

    Integrate with 100+ apps and plug-ins to get more done. SurveyMonkey Forms. Build and customize online forms to collect info and payments. SurveyMonkey Genius. Create better surveys and spot insights quickly with built-in AI. Market Research Solutions. Purpose-built solutions for all of your market research needs. INDUSTRIES.

  19. How to do Market Analysis in 6 Easy Steps

    Step 1 - Market segmentation. What: Whether you want to enter a new market, launch a new product, or simply assess opportunities for an existing business, this first step in the market analysis process is crucial yet often overlooked. Why: Market segmentation helps you identify the core segments of a market to target.

  20. How to do market research in 5 simple steps

    Following these five steps on how to do market research will allow your business to grow to new heights by being able to reach your customers more strategically: Define your buyer personas and target market. Engage with your audience. Determine the best methods to meet their needs. Research your primary competitors.

  21. How to do Market Research in 7 Steps

    Using strategies like surveys or focus groups to balance quality and quantity at an affordable cost. 4. Prepare your research questions. To get the best from market research conversations, you must prepare by creating a discussion guide that'll help you control the session and maximize the results.

  22. Comprehensive Guide on How to Do Market Research

    Instead of relying on the previously conducted research, primary market research is conducted entirely from scratch. In-person interviews, focus groups, surveys, product trials, product testing, and direct observations are typical primary market research methods. Marketing professionals typically conduct primary research to address a specific ...

  23. Do market research

    Market research is useful to assess: the viability of a business or product idea. whether you can grow into a new market or location. industry or economic influences. You can also use your findings to: start a new business. write or update your marketing plan. measure the success of your marketing plan.

  24. Trump's Truth Social is now a public company. Experts warn its ...

    And yet the market is valuing Trump Media at approximately $11 billion. For context, Reddit was only valued at $6.4 billion at its IPO last week — even though it generated 160 times more revenue ...

  25. Top 10 Ways To Make Money Online In 2024, From Research

    getty. 3. Make Money As A Social Media Influencer. The global influencer marketing market size has more than tripled since 2019, hitting a record estimate of $24 billion in 2024. This can be ...

  26. Social Commerce in 2024: Top Platforms, Trends, & Stats

    US retail social commerce sales will pass the $100 billion milestone in 2025, representing a 22.4% growth from the year prior, per EMARKETER's September 2023 forecast. In 2024, there will be 110.4 million US social buyers, accounting for 42.0% of all internet users and nearly half (50.3%) of all social media users.

  27. ABA core provider survey cited in Kansas City Fed research brief

    on March 27, 2024 Newsbytes, Payments, Technology. American Bankers Association surveys on banker satisfaction with core providers are cited extensively in a new payments system brief published by the Federal Reserve Bank of Kansas City. While the researchers do not draw any conclusions, they discuss evidence of how "potentially unfair ...

  28. Do you think your financial adviser is overcharging you? Email picks

    Email [email protected]. Let's do some math to show you how much that 1% might cost you on a larger account balance. If you have, say, $3 million to invest and you hire a financial adviser ...

  29. Baltimore bridge collapse: What happened and what do we know about the

    A U.S. Coast Guard search and rescue helicopter flies over the Dali cargo vessel, which crashed into the Francis Scott Key Bridge causing it to collapse in Baltimore, Maryland, U.S., March 26 ...

  30. Trump Media Is Now the Most Expensive US Stock to Bet Against

    Betting against former president Donald Trump's social media startup is one of the most difficult and expensive short trades in the market, according to financial analytics firm S3 Partners.