How To Conduct Market Research

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First up, you might be wondering… What is Market Research? well, it’s the process of gathering and analyzing information about a market, product, or service. It’s used to understand the needs and wants of consumers, as well as the competitive landscape of a particular market.

By conducting market research, businesses can gain valuable insights that can help them make informed decisions about product development, marketing strategies, and overall business operations. For example, a company may conduct market research to determine the potential success of a new product they’ve just released, or to identify untapped market segments that could be targeted for growth.

Additionally, market research can also help businesses identify potential risks and opportunities, as well as provide a better understanding of the overall industry trends. This can help businesses stay ahead of the competition and make informed decisions about their future direction. Overall, market research is an essential tool for any business looking to stay competitive and grow in today’s fast-paced and ever-changing business environment.

But how is Market Research done? well, in this article, we’ll be looking into exactly that so you can help your business stay ahead of the competition…

The Research Puzzle: Putting The Pieces Together

One of the most important steps in the process is defining the research problem.

Basically, it’s all about figuring out what you want to know and who you want to know it from. First, you’ll want to identify your research objectives – those are the specific goals you want to achieve through your research. Maybe you want to understand what your customers want and need, or maybe you’re looking for new market opportunities. Or maybe you’re wondering if a new product you’re thinking of launching will be a hit. Whatever it is, make sure your objectives are clear.

Once you know what you’re after, the next step is to define your target market. This is the group of people you’re trying to reach with your research. It could be based on things like age, income, location or buying habits. By being specific about who you’re targeting, you’ll make sure your research is focused on the right people.

Finally, it’s time to come up with your research questions. These are the questions that your research is going to answer. Make sure they’re specific, measurable and relevant to your research objectives and target market. For example, if you’re thinking of launching a new toothbrush, a good research question might be “What features do customers want in a new toothbrush?”

Defining the research problem is super important because it helps make sure your research is focused and relevant, and that the insights you gain will be valuable in helping you make business decisions. Next, your method of choice…

Method Madness: Choosing The Right One

When it comes to market research, choosing the right research method is crucial. There are a lot of different options to choose from, and each one has its own set of pros and cons. To help you understand, let’s take a look at two main types of research methods: primary and secondary research.

Primary research is when you gather data directly from the people you’re trying to learn about. You might do this by doing surveys, interviews, focus groups or observing people. For example, if you’re a clothing company and you want to know what styles and colours your customers prefer, you can conduct an online survey or focus group discussion to gather this information.

Secondary research, on the other hand, is when you use data that’s already been collected and published by other sources like government statistics, industry reports or online databases. This is useful when you want to understand the broader market or industry trends, and you don’t need to collect your own data. For example, if you’re a food company and you want to know the current trends in the food industry, you can look at market research reports or government statistics on food consumption.

Another thing to consider is whether to use quantitative or qualitative research. Quantitative research is when you collect and analyze numerical data, like survey results. For example, if you’re a company that sells cleaning products and you want to know how many customers prefer a certain type of cleaning product, you can conduct a survey to gather this information. Qualitative research, on the other hand, is when you collect and analyze non-numerical data, like interview transcripts. For example, if you’re a company that sells skincare products and you want to know the reasons why customers prefer a certain type of skincare product, you can conduct interviews to gather this information.

Choosing the right research method depends on what you’re trying to learn, who you’re trying to learn it from, and what resources you have available. The key is to choose a method that will give you the most accurate and relevant data to help you make business decisions.

Data Collection: The Hunt For Insights

Collecting data is a big deal. It’s the foundation that everything else is built on, so you want to make sure you’re doing it right. There are a lot of different techniques you can use to collect data, depending on what you’re trying to learn and how you’re trying to learn it.

For example, one technique to consider is sampling. Sampling is when you only collect data from a subset of the population instead of everyone. This is because it’s usually not practical or possible to collect data from every single person in your target market. For example, you might use random sampling by picking names out of a hat, stratified sampling by breaking the population into groups and selecting a certain number of people from each group, or convenience sampling by only surveying people who are easily accessible. The key is to choose a sampling technique that makes sure your sample is representative of the population you’re studying so you can generalize your findings.

Another important consideration is the data collection tool you’re going to use. For example, Surveys, interviews, focus group guides, questionnaires, and observation checklists are all good options. You can also use online research tools like web surveys and online polls. The key is to choose a data collection tool that is appropriate for the research method and will yield the most accurate and relevant data.

Lastly, it’s important to think about ethical considerations when you’re conducting research. For example, you want to make sure you’re being responsible by getting informed consent from participants, keeping their information confidential, and protecting their rights and welfare.

All these are important to keep in mind when collecting data, it will ensure that you have accurate and relevant data that can inform your business decisions.

Data Detective Work: Piecing Together The Clues

So, you’ve gathered your data, now it’s time to analyze it. Analyzing data is a crucial part of market research, and it helps turn all that raw data into useful information that can guide business decisions. For example, imagine a company wanting to know how their customer satisfaction rates are doing. They conduct a survey and collect data from a sample of their customers. Now, to make sense of that data and extract useful insights, they would use different techniques and tools of data analysis.

One way to analyze the data is to use descriptive statistics. For example, they could calculate the mean satisfaction score, the median satisfaction score, and the standard deviation of the scores. This type of analysis is great for understanding the basic characteristics of the data, like how it’s distributed or how often certain responses happen. For example, they could find out that 60% of the customers are highly satisfied, 30% are moderately satisfied and only 10% are not satisfied.

Another way to analyze the data is to use inferential statistics. For example, they could use a t-test to compare the satisfaction scores of different groups of customers or use a chi-square test to determine if there is a significant difference in satisfaction scores between different demographic groups. This type of analysis is great for understanding how likely it is that a particular result happened by chance, or for making predictions about a whole group based on a sample.

Data visualization is another way to analyze data. For example, they could create a bar chart to show the percentage of customers who fall into each satisfaction category, or a line graph to show how satisfaction scores have changed over time. These visualizations can make it easier to understand and interpret the data and can be a great way to share findings with others.

Overall, analyzing data is a key part of market research, and it’s important to choose the right techniques and tools for the research method and data type to make sure the analysis is accurate and meaningful.

Decoding The Data: Uncovering The Insights

Interpreting the results of a market research study is a really important part of the process, because it helps us make sense of all the data we’ve collected and figure out what it all means. For example, if we are conducting a survey on customer satisfaction, we start by looking at the data and trying to spot any patterns, trends, or connections that are important to the research goals. We use different tools like statistics and graphs to help us do this.

Once we’ve found the important stuff, the next step is to see how well we did with our research goals. Did we answer the questions we set out to answer? Are there any areas where we need to do more research? For example, if our research goal is to understand why customers are not satisfied with our product, we might have found that it’s because of poor packaging or long delivery times. This step helps us understand how useful and relevant our findings are.

Finally, we use our findings to make changes and improvements to the company or organization. These might be suggestions for new products, marketing plans, or changes to the way you do business. For example, based on our findings that customer satisfaction is poor because of poor packaging, we might recommend that the company invest in better packaging materials. We make sure to explain our ideas clearly and give a good reason for why we think they’re a good idea.

Overall, interpreting the results of a market research study helps us understand our target market better and make smart decisions for our business or organization. It helps us find new opportunities and avoid potential problems. For example, if we find that there is a growing demand for vegan options in the food industry, it would be an opportunity for a food business to invest in creating vegan products.


To sum up, market research is super important for businesses of all shapes and sizes. It’s basically like a crystal ball for your business – it helps you see what your customers want and need, so you can make decisions that will make them happy and keep them coming back for more.

Think about it like this: you wouldn’t bake a cake without knowing what your guests like, would you? You’d end up with a bunch of wasted ingredients and unhappy people. The same goes for your business – if you don’t know what your customers want, you could be wasting time and resources on things that won’t sell.

Conducting market research can take many forms, from surveys to focus groups to analyzing data from your website. Whatever methods you choose, the goal is the same: to understand your target market and how they interact with your business. With this information, you can make data-driven decisions that will lead to growth and success.

So, don’t be afraid to ask your customers what they think! It might seem daunting at first, but trust us, the insights you gain will be invaluable. And remember, market research is an ongoing process – you should always be looking for ways to improve and adapt to the ever-changing needs of your customers. Happy researching!

Although this blog was about giving you, the reader, an overview of how market research is done, perhaps you’re looking to find out more about your specific customer base. Well, you’re in luck. With Unaro you can gather customer data in real-time that feeds directly into a customisable and easy-to-read platform. This platform, full of real data based on your customers, can then go toward informing future marketing decisions and campaigns – which you can also do straight from the platform. Get in touch today to find out exactly what Unaro can do for you and your business TODAY!

If you found this blog article useful then check out more of our blogs HERE, or download our e-books free from our Resources page for more great reads!

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