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• One-on-one interviews-   These are conducted in high-traffic areas such as shopping malls during in-person surveys. They allow you to hand out product samples, packaging, or advertising to consumers and get rapid feedback. In-person surveys can provide response rates of over 90%, but they are expensive. An in-person survey might cost up to $100 per interview due to the time and work needed.
• Telephone surveys-   This is cheaper than in-person surveys, but they are more costly than surveys sent by mail. However, consumers’ aversion to constant telemarketing and persuading consumers to engage in phone polls has become more challenging. Response rates to telephone surveys are typically in the 50 %to 60 % range.
• Mail surveys-   This is a low-cost technique to reach a large number of people. They’re a lot less expensive than in-person or phone surveys, but they only get 3 to 15% of people to respond. Mail surveys, despite their low return, are still a cost-effective option for small enterprises.

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10 examples of great marketing research reports from 2022

Find inspiration for your next marketing survey report. See how industry-leading brands design, develop, + promote proprietary data reports.

By Katherine Boyarsky • Dec 28, 2022

B2B SaaS brands, and any other business that has a vested interest in helping their customers succeed, need the latest benchmark data to do so. And according to Google’s Helpful Content Update guidelines , “people-first content” should be created for a specific intended audience, and include the latest information. 

Today, brands are taking proprietary research, data analysis, and industry trends report creation into their own hands. Why? It gives them the ability to tailor the research to help their audience, and creates a steady flow of traffic, which improves brand awareness.  

Looking for content marketing support for your brand? We can help. Let’s Talk

The even more recent Google Helpful Content Update on the E-A-T content marketing strategy adds an extra “E” for experience, making it the E-E-A-T strategy now. That means that people who have firsthand experience with the topic they’re writing about will be prioritized. This is where I explain that I am the CMO of a creative content marketing agency ( CXD Studio ) that helps create or reports like the annual HubSpot State of Marketing Trends report, among others. Our team has been doing the content strategy, copywriting, data analysis, design, data visualization, and promotion for marketing research reports for almost a decade, and our reports have reached millions of readers. 

Here are the basics on how to produce an industry trends report campaign and inspirational reports from 2022. 

Reminder — creating any sized research report takes significant time, effort, expertise, and resources. Don’t try to take it on yourself, and plan enough time for each phase in the production process. There will be delays — build those into your timelines. 

Who creates marketing industry trends reports? 

Marketing research reports typically fall under the responsibility of the content marketing team within the marketing department. However, they might be owned by demand generation, sales enablement, a research/analytics team, or outsourced to a specialized agency or freelancer. Here’s who typically leads and executes marketing research campaigns:

• Market research companies
• Creative agencies
• Advertising agencies
• Freelancers
• In-house content teams

Types of marketing research reports brands can create

• Industry trends reports
• Benchmark reports
• Brand awareness surveys
• Analyses of product data
• Executive/decision-maker surveys
• User experience reports

10 examples of great industry trends reports from B2B brands from 2022

Use these marketing research report examples to spark your creativity from outline, to promotion, to format.

• HubSpot’s State of Marketing Trends Report
• Owl Labs’ State of Remote Work Report
• ConvertKit’s State of the Creator Economy Report
• DoorDash’s Restaurant Online Ordering Trends Report
• TINT’s State of User-Generated Content 2022 Report
• Spotify’s Culture Next Report
• HubSpot’s Building Winning Regional Marketing Teams Report
• Semrush’s State of Content Marketing Report
• Chicory’s Annual Recipe Usage Report
• Lightcast’s Workers Wanted Worldwide Report

How do you create an industry trends research report? 

Let’s break down the marketing research report process.

Phase 1: Background research, marketing strategy, and survey design

Identify your target audience, the goals of the report, and your survey questions. Try to ask a minimum of 10-20 questions, and don’t ask too many or you’ll fatigue your respondents. If you’ll be pulling product data, map out the questions that you want to answer from the data. 

Phase 2: Survey administration and data collection

Use a platform like Pollfish or Survey Monkey Audience to collect responses from a certain demographic, or collect data from your own audience using a basic survey tool. Alternatively, some companies choose to pull product data to learn about their audience.

Phase 3: Data analysis and key themes

Examine the data using pivot tables or more advanced statistical modeling programs. Look for statistically significant themes and patterns, and analyze them in the context of the past few years. 

Phase 4: Report outline and copywriting

Include key themes as chapters, and plan for calls-to-action (CTAs) throughout where it makes sense to include them. Pull out actionable tips for your audience so they can make the most out of the data. Use your brand’s copywriting guidelines to match the right tone for the audience.

Phase 5: Data visualization and report design

Design the charts, statistics, and data visualizations using your brand identity, and create shareable images for social media. Design the report as a web page or downloadable PDF using brand fonts, colors, imagery, iconography, and overall style.

Phase 6: Promotion and distribution

Plan for a launch blog post with key findings, emails to your audience, social media posts, paid advertising, and individual posts from your team, employees, or influencers. If you work with a PR team or individual freelancer, get them involved early, and have them share the key findings when they’re finalized. Source quotes from experts on the early side, too.

Phase 7: Campaign analysis

Analyze the performance of the campaign after the first week, month, and then a year or two out. Large-scale campaigns like annual or bi-annual reports can have a long tail, so measure influenced contacts, net new contacts, and influenced revenue after a bit of time.

Marketing survey promotion ideas

• Share interesting stats and data points using data visualizations on social media, using both organic posts and paid ads. Try static and animated ads and compare the results.
• Create a compelling landing page with key insights from the report and a preview of what’s inside.
• Incorporate leadership insights from partners or thought leaders with similar audiences, then ask them to promote the report when it comes out.
• Partner with similar brands and pool your resources, then promote to all of your audiences.

Need help creating an industry trends report, from start to finish? Let’s chat.

We’ve got a small but experienced team that handles project management, survey design and data acquisition, data analysis, copywriting, content strategy, data visualization, design, and promotional assets. And we work quickly, as a seamless extension of your team. Let’s talk through your marketing research report creation needs . 

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Charts that Speak: Market Research Report Examples Explored

A Market Research Report Example serves as a pivotal tool for businesses aiming to understand market dynamics and make informed decisions.

A fast-growing fashion retailer, XYZ Inc., desires to enter the US market. They are curious whether the US market will accept their product line. They opt to compile a market research report to find out.

They use surveys, interviews, focus groups, and other data sources to compile the report’s qualitative and quantitative data. The report is then analyzed to get an understanding of the US market.

XYZ Inc. determines after evaluating the data that the US market is ready for its product line. This information enables them to join the US market successfully.

A market research report is a crucial resource for your business. You can tweak your strategies for greater success from the insights it offers.

In this blog post, we’ll discuss what a market research report is and why it’s important. We will also use a market research report example to learn how to present it.

Table of Contents:

What is a market research report, how to collect market research data, types of market research reports with examples, top 3 market research report examples.

• Presenting Market Research Results
• Importance of Marketing Research Report

A market research report documents the results of a market research project. It contains useful data and analysis about a given market. You can use it in guiding strategic marketing and new product development.

You can also use market research reports for a variety of purposes, such as determining needs and preferences as well as spotting market opportunities.

Typically, Market Research Report Examples encompass details such as:

• Target audience characteristics.
• Market size.
• Market potential.
• Competition analysis.

A crucial step in creating a market research report is data collection. Surveys, focus groups, interviews, and observational studies are some of the methods you can use.

When collecting market research information, it is advisable to utilize data from a representative sample of the target market. The accuracy of insights into the market is greatly enhanced through the use of this representative sampling, making Market Research Report Examples more valuable.

Here are some common types of market research reports:

1. Topline Market Research Report

Market Research Report Examples streamline the processes of data analysis and research interpretation, providing businesses with a simplified understanding. Topline market research reports provide a comprehensive summary of the research findings. They present the crucial insights and data points from the study.

This report contains market size, demographic details, consumer habits, and competitor analysis.

It simplifies the data analysis and research interpretation processes for businesses.

Business decisions, such as product development and marketing strategy, rely on the insights provided by these reports.

In addition, they help with communication with investors and other stakeholders.

2. Full Market Research Report

A full market research report investigates the current market landscape, trends, and opportunities. Furthermore, it highlights promising future developments and key growth areas.

It also offers information on major participants in the sector.

The report might also include information about government regulations and distribution methods.

Ultimately, a full market research report provides a thorough market analysis. Therefore it is a valuable resource for businesses looking to gain a competitive edge.

3. Product Detail Market Research Report

This is an exhaustive analysis of a product or service’s potential in the market. Features, benefits, target audience, competitors, and pricing are all spelled out here.

This report helps with understanding the market’s state and the possibilities for expansion. In addition, it shows how your business can differentiate itself from rivals.

You can also use it to measure the success of a product and adjust where necessary.

Presenting marketing research data can be a daunting task. Luckily, ChartExpo exists to aid in the creation of appealing and understandable data visualizations.

You can communicate marketing research findings effectively with charts and graphs. They simplify the presentation of complex data.

Here are a few examples of Market Research reports you can use to present your marketing results.

Market Research Report Example # 1: Customer Feedback Report

Customer Feedback Report is one of the best examples of Market Research Report. You can easily create this report using a CSAT Score Bar Chart.

A CSAT Score Bar Chart is a special graph plotting the CSAT scores against the number of records. It works well for presenting market research data. Viewers can digest crucial information like customer satisfaction rates in a snap.

The chart has two axes, one displaying the CSAT score for each metric. The other axis shows the corresponding number of customers or respondents.

CSAT Score Bar Chart enables you to compare customer feedback on various metrics. For instance, you can compare feedback on delivery and feedback on customer service. Finding out where you’re succeeding and where you’re falling short of customers’ expectations is a huge benefit.

Here is a marketing research example visualized in a CSAT Score Bar Chart.

Market Research Report Example # 2: Customer Satisfaction Report

Customer Satisfaction Report is one of the best examples of Market Research Report. You can easily create this report using a Customer Satisfaction Chart.

The Customer Satisfaction Chart is one of the most valuable marketing tools. It presents market research data in an understandable format. Therefore, it is helpful when developing an effective marketing strategy.

The Customer Satisfaction Chart is a versatile tool for presenting market research data. For instance, a Box And Whisker report can visually display how various products or services compare in client satisfaction. This allows you to identify trends and find the most sought-after products or services by consumers.

You can also use it to monitor satisfaction levels over time. This can reveal any shifts in how satisfied customers are with your business.

The graphic also allows you to assess how satisfied certain groups of customers are. As a result, it helps identify the most important subsets of customers to focus on in your marketing.

Below is a market research report example presented in a Customer Satisfaction Chart.

Market Research Report Example # 3: Product Analysis Report

Product Analysis Report is one of the best examples of Market Research Report. You can easily create this report using a Likert Scale Chart.

The Likert Scale Chart is an effective tool for presenting market research data. Researchers use it to study how people think and act. It displays how strongly respondents agree or disagree with a statement or question.

Options lie on a scale ranging from “strongly agree” to “strongly disagree.” The scale aids in eliminating ambiguity in the responses and easing interpretation.

In addition to its simplicity, the Likert Scale Chart is also easy to read. Furthermore, you can alter it to meet the specific requirements of the study. For instance, you can alter the number of points to allow for more nuanced responses. Or else you can change the labels to match the survey’s language.

Enjoy the visualization below of a marketing research report example in a Likert Scale Chart.

Presenting Market Research Report with Example

Using ChartExpo, you can effectively display your marketing research data. You can quickly create stunning charts and graphs. Therefore, you can communicate your data with ease to your audience.

It has a variety of visualizations you can create to make your data outstanding and interesting.

You can modify the charts in ChartExpo to meet your specific needs in several ways. With its intuitive design controls, you can customize your data presentation to convey the right message.

How to Install ChartExpo in Excel?

• Open your Excel application.
• Open the worksheet and click on the “ Insert ” menu.
• You’ll see the “ My Apps ”.
• In office Add-ins window, click on “ Store ” and search for ChartExpo on my Apps Store.
• Click on “ Add ” button to install ChartExpo in your Excel.

ChartExpo charts and graphs are available both in Google Sheets and Microsoft Excel. Please use the following CTA’s to install the tool of your choice and create beautiful visualizations in a few clicks in your favorite tool.

Market Research Report Example with Data:

Let’s use the marketing report example below to learn how to create one in Excel.

Suppose you need feedback from your customers to improve your products. You create a questionnaire with a scale of 1 to 5 and conduct a survey.

• 1 = Strongly Disagree
• 2 = Disagree
• 3 = Neutral
• 5 = Strongly Agree

Let’s say you get the data tabulated below.

• To get started with ChartExpo, install ChartExpo in Excel .
• Now Click on My Apps from the INSERT menu.

• Choose ChartExpo from My Apps , then click Insert.

• Once ChartExpo is loaded. Click on “ Likert Scale Chart ” from the list of charts.

• Click “ Create Chart From Selection ” button after selecting the data from the sheet, as shown.

• The Likert Scale Chart will look like as follows.

• If you want to have the title of chart, click on Edit Chart , as shown in the above image.
• To change the title of the chart, click on the pencil icon that is available very next to Chart Header .
• It will open the properties dialog. Under the Text section, you can add a heading in Line 1 and enable the Show Give the appropriate title of your chart and click on Apply button.
• For saving changes click on Save Changes . This will persist the changes.

• The final chart will look as follows.

• 71% of respondents were content with the product’s reliability, while 13% expressed dissatisfaction.
• 59% said they found the product easy to use, and 22% had difficulty.
• 66% were satisfied with the speed of delivery, while 16% disagreed.
• Altogether, 65% of respondents said they were pleased with the product.

Why Do You Need Market Research Reports?

Market Research Reports play a crucial role in strategic decision-making and business planning. Here are various reasons that underscore their importance:

Gain Insights into the Industry

You can get comprehensive insights into the market, including its trends and challenges. This is essential for a business that wants to maximize its potential. You can use this data to study your rivals’ strategies and find market gaps. Consequently, you learn how your goods and services might better serve your clients’ demands.

A Holistic View of the Market

A marketing research report will give you a comprehensive understanding of the market. This covers its present situation, difficulties, and opportunities.

Understanding your current and potential customers’ motives, actions, and preferences will help you improve your services.

Decision-Making

Marketing research reports inform wise and data-driven marketing decisions. This boosts your chances of succeeding. You can also use it to determine the best marketing strategies to use.

Enhancing Credibility and Reputation

This report will give you the information you need to build a credible brand image. It will allow you to highlight your strengths, distinctive selling propositions, and appealing qualities.

Consequently, you can develop a brand identity that resonates with your target market.

Strategic Planning

You can gain knowledge about the future of your sector via a marketing research report, including insights into market segmentation . You can use this information to inform your judgments and stay abreast of the times. It can also aid in your preparation for potential challenges and developments in the market.

What is a market research report?

A market research report presents an in-depth examination of a selected market. It highlights the state of the market, opportunities, trends, or challenges currently available. It also sheds light on customers’ likes and dislikes and how they might change.

What’s included in a market research report?

Typically, it has an in-depth analysis of the target market. It dissects market segmentation, price strategy, and promotional approaches. Also, it includes elements that help you make informed decisions on your offerings and promotional strategies.

How can I use market research reports in decision-making?

It contains detailed assessments of the state of the market and its prospects. Market research reports are a valuable resource due to their wealth of information. You can identify opportunities and make better strategy and management decisions from their insights.

How can Excel help in the analysis of market research data?

Excel is capable of quickly analyzing massive volumes of data. This enables for in-depth analysis of trends and patterns. It offers a variety of functions and visual representations for examining this data.

Can you provide a sample Market Research Report example for a specific industry?

This question seeks to obtain a practical illustration, allowing users to understand how a market research report is structured and presented in a real-world context.

How can a Market Research Report example benefit my business decision-making process?

This question delves into the practical advantages of utilizing market research report examples, emphasizing the impact on informed decision-making and strategic planning within a business context.

Market Research Report Examples offer a comprehensive overview of the entire industry, enabling businesses to make well-informed marketing and strategic decisions. Conducting market research is an essential part of any business. It helps cultivate a stronger reputation and boosts brand loyalty among its customers.

You can get a bird’s-eye view of the entire industry with a market research report. You can use this information to make informed marketing and business choices. As a result, it aids in enhancing credibility.

You can get the advantage you need over the competition with the help of market research reports. You can use the data to fine-tune your campaigns and zero in on expansion opportunities.

But how do you create a marketing research report?

You use Excel and ChartExpo to create appealing visualizations for your market research data. As we have shown with the marketing report example above.

You can create an insightful report and present it to your stakeholders in a few clicks

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6 Real Market Research Report Examples To Inspire You

• ViB Editorial Team
• May 14, 2024

Table of Contents

If you’re looking for market research report examples, you’re in the right place. Even in B2B tech, it’s no secret market research is a key component to businesses seeking long-term viability and brand success. From better understanding consumer segments to creating powerful research-backed content, and even developing future-proof product roadmaps, market research is the cornerstone of strategic decision-making.

In fact, 89% of marketers surveyed by Hubspot reported that leveraging the market research they performed had a positive quantitative impact on their business.

But, creating a piece of valuable research for your tech company can feel… a little hard to imagine.

What are the best market research topics for my B2B tech industry? What is the larger story to tell to subtly reinforce my company’s positioning?

What questions should I ask? Who should I ask? What about… how long should a research report be? How do I present my findings?  You probably have a million questions. And I’d love to answer them all by showing you some of the best market research report examples that we’ve gathered along the way.

B2B organizations must have a solid awareness of their industry space and the current market trends to stay relevant in an ever-competitive digital landscape.

Market research report examples to get inspo from

As a leading market research vendor in the B2B tech space, we’ve helped a ton of B2B tech marketers like you with:

• Full-service third-party market research projects
• Respondent recruiting, data collection, and data analysis
• Creation of market research reports in each client’s brand
• Generating demand using research-backed content

Sounds similar to your goals?

Whether you’re here for some inspo, or want to evaluate our work, let’s dig into some market research report examples we could all learn a thing or two from.👇

1 - Snyk: Infrastructure as code security

Snyk is a developer security platform that enables application and cloud developers to secure their whole application.

They recently conducted the Infrastructure as Code Security Insights report to provide insights on the state of Infrastructure as Code (IaC) deployment and the challenges faced by developers in securing their code, infrastructure configuration, and containers. 

The goal of the report? To help organizations understand the benefits of automated security testing for IaC definitions, the roadblocks to the widespread use of IaC, and how organizations differ in their approaches to using IaC. 

With that, we helped Snyk form a story around IaC and recruited hundreds of IT professionals across industries and company sizes. 

That gave us a clear, comprehensive understanding of the need for organizations to prioritize IaC security and implement best practices to ensure the reliability and security of their infrastructure. 

Some findings that helped position them as a valuable player in their industry include👇

• 63% of companies are just beginning to explore IaC technology, while only 7% have implemented IaC to the best of current industry capabilities.
• 71% of companies would prefer to standardize on a common toolset/workflow across all IaC configuration types and formats.
• A lack of standardized workflow and practices was the leading reason respondents chose to remediate a security issue manually.
• 61% of respondents pointed to speed-related issues as a reason for remediating a security issue manually.

💡 Tip: Incorporate your branding

What I also love about Snyk’s report is its strong branding, alongside objective results obtained through an independent survey through our team at ViB. 

That’s major because typically, most marketing teams have one or the other. 

• Strong branding through a survey conducted in-house that’s potentially perceived as biased
• Or an independent survey conducted by an external research vendor, but without any individual branding because of limitations in ownership and usage.

If you ask me, having the best of both worlds helps Snyk reinforce its brand leadership and credibility at the same time. Win-win!

🚀 See how Snyk designed their branded report here.

Moving on, let’s take a look at some other great market research report examples.

2 - Illumio: Security segmentation report

Illumio is a cybersecurity company that specializes in providing solutions for micro-segmentation and security.

The first platform for breach containment, Illumio recently published a report, The State of Security Segmentation, which dives into the ways organizations can protect against the lateral movement that leads to breaches.

The goal of the report? To get a better understanding of how companies segment today and what difficulties they face.

Likewise, with the help of ViB Research , Illumio surveyed over 300+ IT professionals in their specialized cybersecurity industry. They were then able to highlight the critical role of segmentation in enhancing network security, and the shift away from traditional firewalls in favor of more agile and cost-effective solutions. 

Some of the biggest takeaways for tech professionals from Illumio’s report are:

• More than half of the respondents do not have and are not planning segmentation in the next six months.
• Two-thirds of respondents think the firewall is an over-the-hill gold digger when it comes to segmentation.
• Today’s IT norm is hybrid: on-prem data centers and multiple clouds.
• Security incidents are inevitable.

💡Tip: Repurpose your report into derivative content

In this market research report example , what Illumio did brilliantly was repurposing.

Illumio repurposed a single market report into a range of thought leadership content and used it across demand generation channels.

“Once the survey was launched, it took about 4-6 weeks when we had the results in our hands, where we were able to just run with it and build Illumio's first State of Security Segmentation report, and enough snackable content to repurpose in social, email, content syndication , and other demand generation channels. I definitely highly recommend this service.” Jaye Liang, Senior Marketing Manager at Illumio

For example, using insights from the report they created with ViB, Illumio developed the whitepaper — Decoupling Security from the Network: The Evolution of Segmentation .

The lesson here: while a single research report feels like a big investment, it can function as a launch pad for repurposing value-added content that’s easily shareable across all segments of your target audience.

Get an exclusive look into the State of Segmentation Report and a copy of Illumio’s topical whitepaper, Decoupling Security from the Network: The Evolution of Segmentation, which builds on their market research report.

🚀 Download their sample report and whitepaper today.

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3 - split: feature management and experimentation.

Split is “a feature delivery platform that pairs speed and reliability of feature flags with data to measure the impact of every feature.” 

This year, Split conducted its Feature Management & Experimentation Impact Report which examined the challenges and areas for improvement in these practices, as well as the adoption and impact of feature releases on business and user experience.

This report was based on a survey of over 300 software professionals who came from a variety of backgrounds (engineering, development, product management, etc.). 

Some highlights from the survey are below 👇

• 92% of respondents either agree or completely agree that software feature management is critical to developing and releasing successful digital experiences.
• 50% feel that easily pinpointing unexpected issues during a feature rollout is an important priority.
• 60% felt that their top area for improvement involved software feature release quality and reliability.
• 14% have implemented a feature experiment platform; 39% are investigating, 29% plan to implement.

Organizations that roll out software features on demand often show lower levels of involvement in feature management and experimentation compared to their more deliberate counterparts.

The data does show strong moves toward adopting feature management and experimentation . It’s clear that the industry is moving in this direction, and now is the right time to take action if you want to stay competitive with digital industry leaders.

💡 Tip: Actively promote your research report

Similar to how Illumio created a range of repurposed content, Split is taking an active step toward promoting its market research report. 

Spot this feature of the research report live on Split’s home page for example.

By commissioning ViB to do their research, Split was able to use and promote the content on any channel without any need for further licensing fees or permissions .

Often, research vendors have a pretty strict list of recirculation restrictions, or an additional price tag of a few grand just to reuse and reshare the published materials.

🚀 Check out Split’s report here.

4 - Siemplify: Remote security operations

Siemplify recently acquired by Google, is an intuitive workbench that enables security teams to both manage risk and reduce the cost of addressing threats.

Launched in early 2021, Siemplify conducted a Remote Security Operations study that looked at how COVID-19 and the need to work from home affected the ability of SecOps professionals to do their security work.

The report delves into key findings on the threat impact, people impact, and the path forward.

It was based on a survey of hundreds of IT professionals in leadership positions. Respondents also worked at organizations with over 1,000 employees on average. 

Let’s take a look at some of their most notable findings👇

• 51% of respondents said investigating suspicious activities became more difficult due to balancing security and corporate demand.
• 47% of respondents said collaboration and communication suffered naturally, making everyday tasks more challenging.
•  Roughly one-third of respondents reported seeing an increase in network intrusions, malware, ransomware, and vulnerabilities.

Incidents of phishing have increased for 57% of respondents, topping the list.

💡 Tip: Be the first to capture an emerging trend

With Siemplify, the key takeaway was their smart choice of topic.

This report was conducted immediately after the lockdown and released shortly after. 

Within a year of the onset of the pandemic, they leveraged an ongoing and developing issue, tailored it to their industry. They were able to launch original data about a hot topic , standing out against the content their competitors were pushing.

And then by working with ViB, they were able to push for a specific story (some vendors will only commission research for a predetermined list of topics that they’ve set). 

Within weeks , we collaboratively produced a completed report, allowing the company to quickly respond to an emerging trend.

👉 See how Siemplify angled their report here

Now, let’s move on to the rest of our B2B market research report examples .

5 - Softchoice: Cloud Enabled AI

Softchoice is a software-focused IT solutions provider that equips organizations to be efficient, agile, and innovative. 

The Cloud Enabled AI report explores the potential of AI and ML (machine learning) in the cloud, revealing opportunities and barriers to their implementation. 

Some of the most impactful takeaways are 👇

• Despite understanding that analytics, AI, and ML will have a transformative impact on industries in the coming five years, many organizations are falling behind in integrating them.
• 46% of respondents believe that a multi-cloud approach is very important, with 14% considering it extremely important.
• The most common barriers to leveraging the full benefits of analytics, AI, and ML are a lack of in-house expertise (38%) and difficulty implementing AI and ML solutions (22%).

💡 Tip: How to recruit targeted respondent from niche industries

This report was based on a survey of over 200 IT professionals across 18 different industries.

What was great about Softchoice’s report example is their specificity in targeting.

Together with ViB’s help in respondent recruiting, Softchoice was able to connect with IT professionals in:

• Business intelligence
• Data analytics
• Product development
• Cloud architecture and operations

Their ability to reach these specific profiles? The ViB Community , a network of millions of precisely segmented IT professionals. 

By reaching out to our expansive community, ViB is able to find hundreds of targeted respondents to be the backbone of each client’s research, even if it’s a niche topic.

🚀 See how Softchoice explores the the impact AI and ML on the cloud . Let’s now proceed to the last of our market research report examples. 

6 - Palo Alto Networks: SOAR

Palo Alto Networks is a multi-national cybersecurity company aimed at offering next-gen firewall solutions.

Their SOAR (security orchestration, automation, and response) report examined incident response and the use of SOAR technology.

This report focused on the challenges, tools used, and desired capabilities of security professionals whose incident response functions were mostly in-house. 

Some of their most notable findings👇

• SOAR tools are becoming increasingly popular across the incident response lifecycle, with a healthy and growing percentage of common tools used for every lifecycle stage.
• Respondents desired a common platform for cross-team investigation and automated remote execution of actions across security tools.
• Over 80% of respondents either performed incident response in-house or augmented an in-house team with consultants. 
• Respondents identified an ‘evidence board’ and ‘attack reconstruction’ as abilities they needed but currently lacked. 

Conducted by ViB, the survey methodology incorporated extensive quality control systems at three levels: targeting, in-survey behavior, and post-survey analysis. Over 500 respondents participated across security job functions and industries.

What’s even better, was Palo Alto’s ability to leverage their report to generate demand and improve sales pipeline .

💡 Tip: Use your research for lead generation

The client first built a full library of over 10 content assets, all stemming from the market research report, through a range of lead generation campaigns and industry events, the team was then able to attract new prospects and boost conversions

For example, Palo Alto presented their findings in C-level events, along with multiple media interviews.

The best part was their results . 

Content campaigns built on the ViB research and the resulting materials generated a whopping $3M in pipeline and led to $2M closed/won revenue for the company — all attributed to this report and the corresponding assets created.

🔎 See more about the report here , or read their story here .

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B2B Market Research Services vs. In-House Research: How to Decide?

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What can we take away from these market research report examples.

Now, each of these reports used real-time consumer feedback, giving the company a slew of notable takeaways and data that could easily be repurposed across channels. 

The differentiating factor? 

Each worked with a B2B market research company that had the tools, resources, and expertise to effectively and comprehensively perform the research needed to get the information desired.

I’m talking about ViB Research , the custom B2B market research service powering these 6 incredible market research report examples we just saw.

See how Robert and others easily build libraries of differentiated content from a single research report .

Discover everything you need to know about ViB Research, including how it works and its success stories through our comprehensive video walkthrough.

There’s no denying the sheer magnitude of information available in each of these reports– and this is just the tip of the iceberg. 

With the use of consumer data and resources to repurpose value-add content , your business and bottom line will make worries about strategic decision-making and business growth a thing of the past.

Getting started with ViB Research

Whether you’re looking to generate competitive intelligence reports, thought leadership strategy, or consumer behavior reports, ViB has the resources, expertise, and proven track record to accelerate your pipeline and drive business growth.

Want more info about how our research process works? Download our ViB Research datasheet , or chat with a team member today!

Interested in market research for your business?

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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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Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry.

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?

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

Why is market research important? 

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

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

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

Types of market research 

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

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

1. Qualitative research

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

2. Quantitative research

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

3. Exploratory research

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

4. Descriptive research

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

5. Causal research

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

6. Cross-sectional research

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

7. Longitudinal research

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

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

Primary vs. secondary market research

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

Primary market research 

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

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

Secondary market research 

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

Here are the main characteristics of secondary market research:

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

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

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

Market research methods

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

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

1. Surveys and questionnaires

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

2. Interviews

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

3. Focus groups

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

4. Observational research

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

5. Online research tools

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

6. Experiments

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

7. Content analysis

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

8. Ethnographic research

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

How to do market research

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

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

1. Set clear objectives

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

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

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

2. Identify your target audience

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

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

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

3. Choose your research methods

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

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

4. Use the right market research tools

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

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

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

5. Collect data

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

6. Analyze data

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

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

7. Interpret your findings

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

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

8. Identify opportunities and challenges

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

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

9. Make informed business decisions

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

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

10. Monitor and adapt

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

Online market research sources

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

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

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

Market research examples

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

Example 1: Apple’s iPhone launch

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

Example 2: McDonald’s global expansion

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

Example 3: Organic and sustainable farming

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

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

Market research templates

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

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

Strengthen your business with market research

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

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

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

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Market analysis templates

Turn market research into insights

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Last updated

22 July 2023

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To outlast competitors, your business needs to stay ahead of the curve. To do this, you need to have your finger on the pulse of the market.

Conducting a market analysis can provide you with detailed information about all areas of your industry and help guide decisions for the greatest growth potential.

Benefits of conducting a market analysis

A market analysis is one of the things a business can do that benefits nearly every facet of the business. From your marketing team to your product development manager, all the way up to the CEO, the insights provided by a market analysis will help to drive important decisions and push the business forward. 

Some of the ways in which it can do that are:

Identifying customer needs and preferences

Your reputation is made or broken by how well you meet the needs and preferences of your target customers. Market analysis gives you deep insights into those needs and preferences, allowing you to tailor your products, services, and marketing strategies to better meet them. You'll build better customer satisfaction and increase brand loyalty in the process.

Identifying competitors and market share

You don't just have to meet your customers' needs; you have to do a better job of it than your competitors. This will not be possible if you don't understand the strengths and weaknesses of those competitors. A market analysis can provide that information, giving you the data you need to set yourself apart from them.

Identifying market opportunities and threats

Markets aren't static. Your business can't be static, either. Through ongoing market analysis, you'll identify opportunities and threats as they occur, allowing you to pivot gracefully to best handle those situations. You'll be able to better predict opportunities for growth and better prepare for potential threats such as new competitors or changing market conditions.

Enhancing product development and innovation

With more information about customer needs and preferences and deeper insight into emerging market trends, you'll be positioned nicely for a more efficient product development process. You'll be able to make product decisions quickly based on the knowledge you've gained and develop products the market will love.

Supporting business planning and strategy

Data plays an important role in planning and decision-making from the very first days of a startup to a large corporation planning its next few years. A market analysis helps you identify target markets, build your value proposition, and set realistic goals and objectives. They can help guide the feasibility of new business ventures or business expansions.

Component of a market analysis

A market analysis consists primarily of three components. Although they overlap, each focuses the bulk of its intent on one specific area of analysis. 

Industry examination

This part of the analysis is focused on the specific industry you operate in or are hoping to expand into. It examines the trends, characteristics, and dynamics of the industry. 

To do so, it looks at the key players in the industry and its market size and growth rate. It also examines factors impacting entry into the market, such as technological barriers, regulatory requirements, supply chain logistics, and more.

The industry analysis can be broken down into the following steps:

Industry size and growth — Determine the market size and growth rate. For a complete picture, consider historical data and future projections.

Industry structure — Identify the key players, market segments, and distribution channels within the industry. When prudent, focus on the region you'll be working within.

Market trends — Analyze the current and emerging trends, innovations, and technologies influencing the industry. Look for opportunities to capitalize on those trends.

Competitive forces — Assess the competitive landscape. Look at the bargaining power of buyers and suppliers and competitive rivalry within the industry.

Regulatory and legal factors — Examine any policies, regulations, or laws that must be accounted for when entering the industry. When needed, consult with a lawyer familiar with the industry.

Market examination

The market examination focuses on understanding a specific target market within the industry.

When conducting a market analysis, you'll gather data about customers within the industry—their demographics, buying behavior, needs and preferences, and demand for products or services. This part of your analysis helps you identify your target audience and help you begin to form your value propositions.

Conducting the market examination portion of the market analysis consists of the following steps:

Target market segmentation — Segment customer segments based on characteristics such as demographics, psychographics, behavior, location, and other factors. This helps you decide which market segments are a good fit for you.

Customer analysis — For each segment, research the needs, preferences, motivations, and purchasing behavior of those customers. For this, you can limit yourself to only those market segments you're interested in appealing to.

Market size and growth — Gather detailed data on the market size. Examine the historical size of the market to identify any trends that might impact your perception of the market. Look at future predictions to see where the market will be in years after you've entered it.

Market trends — Examine customer behavior to determine what their needs and preferences are now, how they've changed in the future, and where they might be heading. Look also for customers' behavior in the market and the strength of their demand for products and services.

Market gaps and opportunities — Armed with your data on customers and market trends, look for any gaps in the market that currently aren't being met by the existing players in the space. Explore each gap further to examine its market viability.

Competitor examination

The final area of the market analysis is the competitor examination.

During this part of the analysis, the focus is squarely on the competitors operating in the industry. A close look will be taken at their strengths and weaknesses and the strategies they use within the market. This helps you further refine your value proposition and set yourself apart from other market players.

For the competitor examination, follow these steps:

Competitive analysis — Identify key competitors in the industry and research them thoroughly. Analyze their market share, product offerings, pricing strategies, and marketing tactics. Look at their distribution and supply channels to better understand how they function in the industry.

SWOT analysis — A SWOT analysis assesses the strengths, weaknesses, opportunities, and threats posed by competitors. It tells you what you need to be wary of when dealing with your competitors and potential avenues for gaining a competitive advantage.

Differentiation — With the help of your SWOT analysis and the other data you've gathered, look for areas where gaps in the market mesh with weaknesses in the competitive landscape. These are areas you can focus on to differentiate yourself from your competition.

Competitive advantage — Understand the value proposition of your competitors, both as they state it and as customers perceive it. These factors will identify their competitive advantages. Develop a plan to work around these advantages or turn them in your favor.

8 market analysis templates

As you can see, there are many steps within the three areas of market analysis. Getting a template to guide you through the ones you're working on can save a lot of time.

Below, we've gathered eight quality templates for some of the most important aspects of market analysis. All of the companies linked provide a host of other templates to fit other aspects of the analysis as well.

1. Market research kit

2. market analysis.

This market analysis template streamlines business market research by utilizing secondary sources and analyzing market reports and industry data. It saves time, emphasizes key insights, and informs strategic decision-making.

3. SWOT analysis

This SWOT analysis template helps assess strengths, weaknesses, opportunities, and threats in a concise and organized manner. It will help facilitate strategic planning and decision-making.

4. Risk assessment 

This risk assessment template , integrated with market analysis, enables businesses to identify and evaluate potential risks associated with market dynamics and other potential barriers.

5. Competitive analysis 

This template helps to systematically evaluate the strengths and weaknesses of competitors. It provides a structured approach to research, and it analyzes its products, services, target market, marketing strategies, and financial performance.

6. Marketing SWOT analysis

This marketing SWOT analysis template allows for evaluating a company's marketing strategies. It helps identify strengths and weaknesses internally while analyzing opportunities and threats in the market. 

7. Market segmentation

This template aids in analyzing geographic, demographic, psychographic, and behavioral segments to better understand the target audience's preferences and needs. It enables effective targeting and messaging.

8. Market potential analysis

This market potential analysis template offers a comprehensive and customizable solution for analyzing market size, trends, segmentation, SWOT analysis, and new product launch strategy.

Here are 8 templates to analyze market reports, industry data, and other relevant documents.

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The Ultimate Guide to Market Research [+Free Templates]

A comprehensive guide on Market Research with tools, examples of brands winning with research, and templates for surveys, focus groups + presentation template.

Rakefet is the CMO at Mayple. She manages all things marketing and leads our community of experts through live events, workshops, and expert interviews. MBA, 1 dog + 2 cats, and has an extensive collection of Chinese teas.

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Natalie is a content writer and manager who is passionate about using her craft to empower others. She thrives on team dynamic, great coffee, and excellent content. One of these days, she might even get to her own content ideas.

Updated February 26, 2024.

Before you do anything in business you have to have a good grasp of the market. What’s the market like? Who are your competitors? And what are the pain points and challenges of your ideal customer? And how can you solve them? Once you have the answers to those questions then you are ready to move forward with a marketing plan and/or hire a digital marketing agency to execute it.

In this guide we break down what market research is, the different types of market research, and provide you with some of the best templates, tools, and examples, to help you execute it on your own.

Excited to learn?

Let’s dive in.

What is market research?

Market research is the process of gathering information about your target market and customers to determine the success of your product or service, make changes to your existing product, or understand the perception of your brand in the market.

“Research is formalized curiosity, it is poking and prying with a purpose.” - Zora Neale Hurston

We hear the phrase "product-market fit" all the time and that just means that a product solves a customer's need in the market. And it's very hard to get there without proper market research. Now, I know what you're going to say. Why not get actionable insights from your existing customers? Why not do some customer research?

The problem with customer research is two-fold:

• You have a very limited amount of data as your current customers don't represent the entire market.
• Customer research can introduce a lot of bias into the process.

So the real way to solve these issues is by going broader and conducting some market research.

Why do market research?

There are many benefits of doing market research for your company. Here are a few of them:

• Understand how much demand exists in the market, the market size
• Discover who your competitors are and where they are falling short.
• Better understand the needs of your target customers and the problems and pain points your product solves.
• Learn what your potential customers feel about your brand.
• Identify potential partners and new markets and opportunities.
• Determine which product features you should develop next.
• Find out what your ideal customer is thinking and feeling.
• Use these findings to improve your brand strategy and marketing campaigns.

“The goal is to transform data into information, and information into insight.” - Carly Fiorina

Market research allows you to make better business decisions at every stage of your business and helps you launch better products and services for your customers.

Primary vs secondary research

There are two main types of market research - primary and secondary research.

Primary research

Primary market research is when researchers collect information directly, instead of relying on outside sources of information. It could be done through interviews, online surveys, or focus groups and the advantage here is that the company owns that information. The disadvantage of using primary sources of information is that it's usually more expensive and time-consuming than secondary market research.

Secondary research

Secondary market research involves using existing data that is summarized and collected by third parties. Secondary sources could be commercial sources or public sources like libraries, other websites, blogs , government agencies, and existing surveys. It's data that's more readily available and it's usually much cheaper than conducting primary research.

Qualitative vs quantitative research

Qualitative research is about gathering qualitative data like the market sentiment about the products currently available on the market (read: words and meanings). Quantitative research deals with numbers and statistics. It's data that is numbers-based, countable, and measurable.

Types of market research

1. competitive analysis.

Every business needs to know its own strengths and weaknesses and how they compare with its largest competitors in the market. It helps brands identify gaps in the market, develop new products and services, uncover market trends, improve brand positioning , and increase their market share. A SWOT analysis is a good framework to use for this type of research.

2. Consumer insights

It's also equally important to know what consumers are thinking, what the most common problems are and what products they are purchasing. Consumer research can be done through social listening which involves tracking consumer conversations on social media. It could also include analyzing audiences of brands , online communities, and influencers, and analyzing trends in the market.

3. Brand awareness research

Brand awareness is a super important metric for understanding how well your target audience knows your brand. It's used to assess brand performance and the marketing effectiveness of a brand. It tells you about the associations consumers make when they think of your brand and what they believe you're all about.

4. Customer satisfaction research

 Customer satisfaction and loyalty are two really important levers for any business and you don't have to conduct in-depth interviews to get that information. There is a wide range of automated methods to get that kind of data including customer surveys such as NPS surveys, customer effort score (CES) surveys, and regularly asking your customers about their experience with your brand.

5. Customer segmentation research

 Customer segmentation research involves figuring out what buckets consumers fall into based on common characteristics such as - demographics, interests, purchasing behavior, and more. Market segmentation is super helpful for advertising campaigns, product launches, and customer journey mapping.

6. Interviews

Customer interviews are one of the most effective market research methods out there. It's a great way for business owners to get first-party data from their customers and get insights into how they are doing in real time.

7. Focus groups

Focus groups are a great way to get data on a specific demographic. It's one of the most well-known data collection methods and it involves taking a sample size of people and asking them some open-ended questions. It's a great way to get actionable insights from your target market.

8. Pricing research

 Pricing strategy has a huge influence on business growth and it's critical for any business to know how they compare with the leading brands in their niche. It can help you understand what your target customer is willing to pay for your product and at what price you should be selling it.

To start, get automated software to track your competitors' pricing . Then, summarize your research into a report and group the results based on product attributes and other factors. You can use quadrants to make it easier to read visually.

9. Campaign research

It's also important for a brand to research its past marketing campaigns to determine the results and analyze their success. It takes a lot of experimentation to nail the various aspects of a campaign and it's crucial for business leaders to continuously analyze and iterate.

10. Product/service use research

Product or user research gives you an idea of why and how an audience uses a product and gives you data about specific features. Studies show that usability testing is ranked among the most useful ways to discover user insights (8.7 out of 10), above digital analytics and user surveys. So it's a very effective way to measure the usability of a product.

Now that you know the different types of market research let's go through a step-by-step process of setting up your study.

How to conduct a market research study

Looking for your next business idea? Want to check which niche markets are going to be best for it? if it's going to Here's a pretty simple process for conducting

1. Define your buyer persona

The first step in market research is to understand who your buyers are. For that, you need a buyer persona (sometimes called a marketing persona) which is a fictional generalized description of your target customer. You could (and should) have several buyer personas to work with.

Key characteristics to include in your buyer personas are:

• Job title(s)
• Family size
• Major challenges

Now that you've got your customer personas it's time to decide who to work with for your research.

2. Identify the right people to engage with

It's critical that you pick the right group of people to research. This could make or break your market research study. It's important to pick a representative sample that most closely resembles your target customer. That way you'll be able to identify their actual characteristics, challenges, pain points, and buying behavior.

Here are a few strategies that will help you pick the right people:

• Select people who have recently interacted with you
• Pull a list of participants who made a recent purchase
• Call for participants on social media
• Leverage your own network
• Gather a mix of participants
• Offer an incentive (gift card, product access, content upgrades)

3. Pick your data collection method(s)

Here's a quick breakdown of all the different ways you could collect data for your market research study.

Surveys are by far the fastest method of gathering data. You could launch them on your site or send them in an email and automate the whole process. Regular surveys can also help brands improve their customer service so they help kill two birds with one stone.

Interviews take a little longer and require a detailed set of interview questions. Never go into an interview without a clear idea of what you're going to be asking. It's also a little more difficult to schedule time and to get your potential or current customers on the phone or on Zoom.

Focus group

Focus groups are controlled interviews with groups of people led by facilitators. Participants in focus groups are selected based on a set of predetermined criteria such as location, age, social status, income, and more.

Online tracking

Online tracking is done through digital analytics tools like HotJar or Google Analytics. Tracking user behavior on your site gets you an accurate analysis of who your demographic is and what are the types of products or content that they engage with.

The problem here is that you never get to find out the 'why' - the reason behind their behavior - and that's why you need to combine digital analytics with other data collection methods like surveys and usability/product testing.

Marketing analysis

Another great way to collect data is to analyze your marketing campaigns which gives you a great idea of who clicked on your ads, how often, and which device they used. It's a more focused way of using tracking to zero in on a specific marketing campaign.

Social media monitoring

We've talked about this one before. Social monitoring or listening is when you track online conversations on social media platforms. You can use a simple social listening tool to get all the data you need by searching for specific keywords, hashtags, or topics.

Subscription and registration data

Another great way to collect data is to look at your existing audience. That might include your email list, rewards program, or existing customers. Depending on the size of your list, it could give you some broad insights into the type of customers/users you have and what they are most interested in.

Monitoring in-store traffic

Conduct a customer observation session to monitor your actual customers and how they behave in your store (physically or online). Observation is a market research technique where highly-trained market researchers observe how people or consumers interact with products/services in a natural setting.

4. Prepare your research questions

Write down your research questions before you conduct the research. Make sure you cover all the topics that you are trying to gain clarity on and include open-ended questions. The type of questions you use will vary depending on your data collection approach from the last step.

If you're doing a survey or an in-person interview then here are some of the best questions to ask.

The awareness stage

• How did you know that something in this product category could help you?
• Think back to the time you first realized you needed [product category]. What was your challenge?
• How familiar were you with different options on the market?

The consideration stage

• Where did you go to find out the information?
• What was the first thing you did to research potential solutions?
• Did you search on Google? What specifically did you search for? Which keywords did you use?
• Which vendor sites did you visit?
• What did you find helpful? What turned you off?

The decision stage

• Which criteria did you use to compare different vendors?
• What vendors made it to the shortlist and what were the pros/cons of each?
• Who else was involved in the final decision?
• Allow time for further questions on their end.
• Don't forget to thank them for their time and confirm their email/address to receive the incentive you offered

If you noticed, the progression of these questions follows the stages of the buyer's journey which helps you to gain actionable insights into the entire customer experience.

5. List your primary competitors

There are two kinds of competitors - industry competitors and content competitors. Industry competitors compete with you on the actual product or service they sell. Content competitors compete with you in terms of the content they publish - whether that's on specific keywords or they rank higher on topics that you want to be ranked for.

It's important to write a list of all of your competitors and compare their strengths, weaknesses, competitive advantages, and the type of content they publish.

There are different ways to find your competitors. You can look on sites like G2 Crowd and check their industry quadrants.

You could also download a market report from Forrester or Gartner . And you could also search on social media or market research tools like SimilarWeb .

6. Summarize your findings

Now that you've done your research it's time to summarize your findings. Look for common themes in your research and try to present them in the simplest way possible. Use your favorite presentation software to document it and add it to your company database.

Here's a quick research outline you could use:

Background - your goals and why you conducted this study

Participants - who you've talked to. Break down the type of personas and/or customers you've spoken with.

Executive summary - what was the most interesting stuff you've learned? What do you plan to do about it?

Customer journey map - map out the specific motivations and behavioral insights you've gained from each stage of the customer journey (awareness, consideration, and decision).

Action plan - describe what action steps you're going to take to address the issues you've uncovered in your research and how you are going to promote your product/service to your target audience more effectively.

Market research template

Not sure where to begin? Need some templates to help you get started? We got them for you.

1. Market survey template

First and foremost, you need a template to run your market survey. In this template, you will find all the types of questions you should be asking - demographic, product, pricing, and brand questions. They can be used for market surveys, individual interviews, and focus groups.

We also present a variety of question formats for you to use:

• true/false questions
• multiple choice questions
• open response questions

2. SWOT analysis template

A strength, weakness, opportunities, and threats (SWOT) analysis is one of the best ways to do competitor research. It's a really simple analysis. There are four squares and you write down all four of these attributes for each of your competitors.

3. Focus group template

Not sure how to conduct focus groups? Here is a comprehensive template that will help you to take better notes and record your findings during the focus group meeting.

4. Marketing strategy template

The plan of action from your market research should become a vital part of your marketing strategy. We've actually created a marketing strategy template that you could download and use to update your marketing personas, your SWOT analysis, and your marketing channel strategies.

Market research examples

Here are some examples of the good, the bad, and the ugly in market research. Some brands thrive on research and some ignore it completely. Take a look.

McDonald's

McDonald’s sells its food in 97 countries around the world. Their secret? They do a lot of market research before they launch anything. The company uses four key questions in their research process:

• Which products are performing well?
• What prices are most affordable to customers?
• What are consumers reading and watching?
• What content do they consume?
• Which restaurants are most attended, and why?

They also extensively use customer feedback to improve their products. They even put some products up for a vote to see which ones are most loved by their customers.

The iconic coffee brand is valued at almost $30 billion and has over 30,000 coffee shops around the world and part of that success comes from their obsession with customer service. They launched a brilliant idea called “My Starbucks Idea” to try and make the customer feel a part of the journey.

It was an open innovation platform where customers could post their idea for a new coffee drink or food item and if it was good a company representative would actually reach out to them. It had a leaderboard and every year the company would develop some of these ideas.

In 2012, Starbucks launched 73 coffee products from ideas they received from customers. Cake pops and pumpkin spice lattes were born out of this platform, all thanks to market research. Can you imagine a world without pumpkin spice lattes?

For all its innovation Facebook had an epic market research failure. In 2013, Facebook partnered with HTC to launch a smartphone called First. It had Facebook’s interface on its home screen and that was a really jarring change for most people. Instead of taking you to a home screen with your favorite apps, Facebook really took center stage.

To be fair, you could turn it off and get a regular Android home window but that would be missing the entire reason you bought the phone in the first place. So it was a complete mismatch to consumers’ wants and the phone flopped.

Turns out, that nobody wanted to see Facebook when they first opened their phone 😅.

Bloom & Wild

Bloom & Wild is a UK flower delivery brand that was looking for their next campaign. They did some research and found out that people think red roses are cliche and prefer to buy something else as a gift on Valentine’s Day. So the brand chose not to sell roses for Valentine’s Day 2021 and made it into a “No Roses Campaign”.

The results - they saw a 51% increase in press coverage year after year.

Top tools used for market research

Here are some of the top market research and digital analytics tools you should try out for your next research project.

Answer the Public

Answer the public is a free market research tool that helps marketers figure out what questions people ask online. It's really easy to use. You put in a keyword or topic and it spits out a whole variety of questions and subtopics.

Spyfu is a search engine analytics platform that gives you data on where your competitors get their traffic from. It provides info on the kind of both organic traffic and PPC channels down to the specific keywords people used to find each site. It's a great tool to use to map the competitive landscape.

Think with Google

This is an online publication from Google's team where they publish consumer insights from real-time data and their own insights. It uses Google Analytics but presents it to you as a library of information. You can find industry data on a whole array of businesses from educational institutions to counseling services.

Want to do the most extensive market research possible? Use SimilarWeb. It's a competitive analysis and data tool that provides you with literally everything you need.

It has data on:

• Digital marketing data - SEO, traffic, advertising
• Economic trends - economic indicators like annual growth rate, audience, benchmarking
• eCommerce, investing, and even sales data

BuzzSumo is a great tool to use to get actionable insights from social media and content marketing. It aggregates data from various social media channels and shows you the type of content that users engage with and share on their pages.

Typeform is a survey tool that can help you make surveys and fun interactive forms. It's a great tool to use to make your forms more engaging for your audience. The tool has a bunch of easy templates and a ton of integrations to help you visualize that data and share it with your team.

Latana is a brand research tool that helps you understand consumer perception of your brand over time. It helps you answer some key questions about the type of values your customers have, and the type of audiences your competitors are targeting and helps you to focus your campaigns on the right audience for your business.

Statista is one of the most popular consumer data platforms around. It has a wealth of information about consumer markets, business conditions, and industry trends around the world. It's easier to use than most business publications because it aggregates all the data you need in one place. The downside is that it's a little pricy but perfect for teams that have the budget for it.

Dimensions.ai

Dimensions is a search engine for academic publications. It is a great resource if you're looking for deeper insights into things like psychology, micro and macroeconomics, and business trends. A lot of the articles are free to view just make sure you select the " All OA " option which stands for Open Access research.

Otter is an AI-powered transcription software for interviews and meetings. It sits in the background and transcribes your meeting for you and then provides you with a digitized conversation that can be stored, search for specific keywords, and analyzed. It's a great tool to use for doing interviews.

Yelp is a search engine for reviews of local businesses. It's one of the best sources of opinions about a whole variety of products and services. It's a great place to get ideas about the kind of interview questions you want to ask, to find out the pain points of your ideal customer, and to find deeper insights into your target audience.

You have to conduct your market research regularly if you want to see significant results. Try the different methods that we’ve outlined, see what works for you, and remember to keep your team’s focus on the customer. The more knowledgeable they are of your target customer’s needs and wants the better your targeting and marketing strategy will be.

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What is a Marketing Research Report and How to Write It

In essence, a market research report is a document that reveals the characteristics of your ideal customers, their buying habits, the value your product or service can bring to them, and the list of your top competitors.

The marketing research report paints a picture of what kinds of new products or services may be the most profitable in today’s highly competitive landscape. For products or services already available, a marketing research report can provide detailed insights as to whether they are meeting their consumers’ needs and expectations. It helps understand the reasons why consumers buy a particular product by studying consumer behavior, including how economic, cultural, societal, and personal factors influence that behavior.

Furthermore, the purpose of writing a marketing research report is to make calculated decisions about business ideas – whether they’re worth pursuing or not. This requires one primary skill which is observing the pattern which is hidden in the User Generated Content (UGC) written in different tones and perspectives on the social web.

Simply put, writing a market research report is a vital part of planning business activities and serves as a neat way to assimilate all the information about your target market and prospective customers.

Now, there are two key varieties of marketing research report formats – primary and secondary.

Primary vs. Secondary Market Research

Let’s take a look at the main recipes of how to make a market research report in detail:

Primary Research

This method of marketing research involves gathering firsthand information about your market and prospective clients. You study your customers directly by conducting:

• Interviews (either by telephone or face-to-face)
• Surveys and polls (online or by email)
• Questionnaires (online or by email)
• Focus groups discussions with a sample of potential customers and getting their direct feedback

Some crucial questions that you need to ask your prospective customers in your primary research are:

• What are the factors that motivate you to purchase this product or service?
• What do you like or dislike about this type of product or service already available on the market?
• Are there any areas you’d like to suggest for improvement?
• What according to you is the appropriate price for this product or service?

Primary research also involves analyzing competitors’ strategies, so you can find gaps and weaknesses that you can turn into your strengths.

Secondary Research

The second method of writing a marketing research report is all about analyzing the data that has already been published and using the available information on the web. That is, secondary research is done from reliable reports and statistics found on the websites of other organizations or authority blogs in your industry.

Sources can be:

• Public: This includes all the free sources like social media and forums, Google Trends, YouGov, and government sources such as the United States Census Bureau.
• Commercial: This includes industry insights compiled by research agencies like Pew, Gartner, Forrester, and so on. Typically, these are paid.
• Internal: This is the historical market data your organization already has in-house, such as the Net Promoter Score, customer churn rate, and so on.

Secondary data can help you identify competitors, establish benchmarks, and determine target customer segments or demographics – people who live a certain lifestyle, their income and buying patterns, age group, location, etc.

Market Research Reports Advantages and Disadvantages

Before we discuss how to write a marketing research report, let’s quickly take a look at market research report benefits and also some of the limitations in marketing research reports.

Advantages of Market Research Report

Here are the top reasons why you should invest in creating a market research report.

1. Gives a Better Understanding of Your Customers

The answers to questions like who will buy your product, what are the customers’ pain points, what motivates their buying behavior, and so on will be effectively answered with a market research report. Essentially, it will help you map out the full profile of your ideal customer and consequently, allow you to create tailored products and marketing campaigns.

2. Helps Spot Business Opportunities

As already mentioned, market research will give you insights about your competitors’ strategies, so you can find gaps in their offerings that you can turn into your product’s strengths. You may also find other business opportunities such as potential partnerships with brands that sell complementary products, or an opportunity to better upsell or cross-sell your products. For example, a keyword research report from a SaaS SEO agency provides an opportunity to acquire organic search ranking by creating in-depth, high-converting, and funnel-oriented content.

3. Minimizes Risks

Starting or running a business is synonymous with risk. In fact, nearly half of all small businesses with employees don’t survive for more than five years. Conducting proper market research frequently will allow you to stay on top of trends, and not waste your efforts and resources in things that would likely be fruitless.

For instance, before you launch a new product, conducting market research gives you a much better idea of the demand for your product. Or if an existing product is seeing a big drop in sales, market research helps you determine the root cause of the issue.

4. Facilitates Data-Driven Decision Making

When it comes to business decisions – data over guesswork, always. So, based on your market research results, you can make more informed decisions regarding the pricing, distribution channels, and marketing budget of your products.

Disadvantages of Market Research Report

As with anything, there are a couple of downsides to conducting marketing research as well.

1. Could Be an Expensive Activity

Conducting a comprehensive, in-depth research is usually a costly activity in terms of both time and money. To research the right audience with the right questions requires you to invest a lot of time. If you wish to use data by commercial market research agencies or get help from one such agency in conducting primary research, be prepared to spend a substantial amount.

2. Insights Gathered Could Be Inadequate or Even Inaccurate

Another problem often faced in marketing research is a lack of respondents. While you can figure out who is your target audience, getting them to fill out surveys and questionnaires can indeed be challenging. Plus, you’re using data you collected for drawing conclusions, which may be unreliable.

For example, by the time you act on the data you collected, it may have become outdated. This translates into poor decision making and the whole process may become counterproductive.

How to Prepare Market Research Report

Now, here are some concrete steps and guidelines for writing a marketing research report.

Step 1: Cluster the Data

First off, compile all the relevant data you’ve accumulated from your primary and/or secondary research efforts. Survey results, interview answers, statistics from third-party sources – bring it all together and then analyze the information to sketch out the profile of your target market.

Step 2: Prepare an Outline

Next, create a skeleton of the report so that you understand what information will go where. An outline with sections and subsections will help you structure your marketing research report properly. A typical report includes an introduction, background and methodology, executive summary, results, and a conclusion with links to all references.

With an outline in front of you, start by writing the front matter of your report – an introduction that provides a brief overview of your business and the reason you conducted the market research. Include a summary of the market research process and the results you have analyzed. For instance, you might have been gauging the feasibility of a new product, so summarize that your market research report is for a new product launch.

Step 3: Mention the Research Methods

An important next step is to clearly mention the methods used to conduct the research. That is, if you conducted polls, specify the number of polls, the percentage of responses, the types of people or businesses targeted, and the questions included in the poll. Tag all the resources for demographic information, such as census data.

Step 4: Include Visuals With Narrative Explanation

Visuals such as charts and graphs are an important part of any research paper. They make sure that the findings are easy to comprehend.

So, create tables, graphs, and/or charts illustrating the results of the research. Accompany it with a narrative explanation of the visual data. Highlight the inferences you made based on this data.

Step 5: Conclude the Report With Recommendations

Finally, conclude your report with a section that lists actionable recommendations based on the research results to facilitate decision making. For example, all the numbers may point to the conclusion that your customers desire a particular feature that no other product on the market is currently offering. In this case, it is clear that it’s a good idea to invest your resources in providing that feature and gain a competitive edge.

At the very end of the report, include reference links to all the sources and an appendix for supplementary materials and further reading.

Marketing Research Report Templates

Before you go, check out some templates and samples you can use to better understand the marketing research report structure, and maybe even use them to kickstart your report instead of preparing one from scratch.

• Market Research Report for New Product Launch
• Market Research Report for Restaurant (competitor analysis)
• Social Media Market Research Report

Writing a marketing research report is a tried-and-true way to gain a solid understanding of your target audience and competitors while enabling you to make more informed decisions and minimize investment risks. Sure, it may take considerable time, effort, and even money to conduct thorough research and prepare a report, but when done well, the ROI of it all is well worth it.

Shahid Abbasi is an SEO strategy & campaign manager at Growfusely, a SaaS content marketing agency specializing in content and data-driven SEO.

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Learn How to Write a Market Research Report: 10 Steps to Follow for Success

Dec, 2023 - by CMI

A market research report is an integral part of the coursework for many business programs. It explores the understanding of subjective views of customers towards a product or service. Still, many students struggle to create market reports that effectively address the business question. So, how do you avoid the deer-in-the-headlights reaction when presenting a market research report?  

In most cases, marketers fail to create impactful research reports because they don’t know the actionable steps to follow. 10 main steps occur in a typical market research study and reporting process, from problem identification to acting on the result. Read on to get all the information you need to write a top-notch market research report.

What Is a Market Research Report?

A market research report is a document prepared to evaluate the feasibility of a new product or service to potential customers. Companies do market research reports to paint a picture of what products, services, or actions may be the most profitable to pursue. Actionable information is obtained through market research prepared in a formal report that reveals the characteristics of customers, the value of a product or service, buying habits, and a list of top competitors.

Writing a market research report helps businesses make calculated decisions about what ideas to pursue or not. It focuses on studying consumer behavior that influences spending decisions, including cultural, economic, societal, and personal factors. As a result, businesses can assimilate critical information and tips about prospective customers and target markets.

10 Steps to Write a Market Research Report That Accurately Highlights Market Opportunities

Identify the problem and objectives.

In market research, there’s a famous saying that a problem half defined is a problem half solved. So defining the potential problem, causes, or opportunities in the market is a great place to start your marketing research papers. The information will help you narrow down the parameters of the study, such as the business objective and research objectives. Whether you want to test a hypothesis about consumer opinion or how consumers will react to a new pricing model, they all require identifying a solid objective.  

Develop your research strategy

This is a crucial step in preparing a market research report because it will define the quality of data collection and the reliability of results. Choose between primary research or secondary research methods. Also, you will need to decide whether you will utilize quantitative or qualitative research methods. The most effective research strategy depends on your sample size and profile as well as the desired outcomes based on the objectives.

Use the help of writing services

In case you feel inefficient in handling crucial market research writing steps, such as defining the problem, identifying research objectives, or developing a research strategy, get the help you need from a professional. Reputable academic paper writing services, such as CustomWritings, have plenty of certified academic writers with extensive knowledge and experience in custom research paper writing of any complexity. You can get one written from scratch by an expert in a stipulated time to make your work easier.

Prepare an outline and set a deadline

If you can write a market research report yourself, develop an outline with sections and subsections you will cover in your paper. A typical market research report includes the following sections:

• Introduction
• Methodology

Market research reports also come with a fixed due date. So, allocate time for completing each section to ensure you finish the task before the deadline.

Specify the sample

Before you can start collecting data, you need to specify who will participate in the study. Start by defining your population correctly and defining a sampling frame from which you will draw the sample. For example, you can use a customer list, directory, or membership roster to get a good sample. Large samples produce more reliable results, but the more data you have, the costlier and more time-consuming your research will be. Use statistics to define an optimal sample size.

Gather data and information

Next, conduct fieldwork to collect relevant data. If you’re conducting quantitative research, use text, emails, websites, and social media to reach respondents. For qualitative research, primary data collection typically involves interviews or ethnographic research through video surveys. Find ways to record and organize responses from each source. You can complement each type of research with secondary data that relates to your topic.

Technology has made data analysis a breeze for researchers. Students can use programs such as Excel, STATA, and SPSS to organize, clean, analyze, and interpret basic results of their market research. The type of analysis you’ll adopt will depend on your hypothesis. Some good marketing analyses that you can conduct include:

• Market segmentation analysis
• Conjoint analysis
• Price sensitivity analysis
• TURF analysis

Present findings in a written report

It’s time to put your study together in a well-written market research analysis report that you will present to an audience of decision-makers. The goal is to make your findings come alive so that the audience understands your objectives and insights uncovered in the research. While data analysis could be complex, the final report should only point to the concrete actions and results. Ensure your college research report includes a title page, table of contents, executive summary, methodology, findings, and recommendations. In some cases, you can accompany your report with a slide presentation, charts, case summaries, and graphs.  

Cross-check

When you’re done with your market research report, take time to read through all the details to see if you’ve missed anything, have made mistakes, or if it has a good flow. Your first draft is never your final product. University students can get editing help from professional editing services, or online editing tools, or just ask a friend to double-check the report. Edit the report as many times as you want to make it clear and concise.

Act on your findings

Local and international businesses prepare market research reports for many reasons. Maybe they want to enter a new market or launch a new product. With a research report in hand, it’s time to act on the findings and the recommendations. This could involve commissioning the production of a product, setting up a social media framework, or taking actions to monitor customer loyalty. Still, stay alert to changes in trends that might require new research to be launched in the future.

Wrapping Up

When a busy business executive or professor grabs your market research report, they want to see something that will give them an idea of the research design, the results, and the big picture that addresses company goals. Follow the guide provided in this article to prepare a clear and actionable market research report.

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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.

MARKET RESEARCH KIT

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

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.

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 .

Free Market Research Kit

• SWOT Analysis Template
• Survey Template
• Focus Group Template

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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.

The Beginner's Guide to the Competitive Matrix [+ Templates]

What is a Competitive Analysis — and How Do You Conduct One?

9 Best Marketing Research Methods to Know Your Buyer Better [+ Examples]

SWOT Analysis: How To Do One [With Template & Examples]

28 Tools & Resources for Conducting Market Research

TAM, SAM & SOM: What Do They Mean & How Do You Calculate Them?

How to Run a Competitor Analysis [Free Guide]

5 Challenges Marketers Face in Understanding Audiences [New Data + Market Researcher Tips]

Causal Research: The Complete Guide

Free Guide & Templates to Help Your Market Research

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

6 Free Market Research Templates to Help Win Your Market

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Discover your competitors' strengths and leverage them to achieve your own success

Market research templates save time and give clarity about what should and shouldn’t be included in any type of market research .

These days, doing regular market research is key. Particularly given how quickly consumer behaviors shift and companies change tactics to keep up with the ever-growing number of competitors in their industry.

In this post, I’m sharing six market research report templates to give you a head start and help steer your analysis in the right direction from the onset.

What is a market research template?

Market research templates provide questions and specific fields to fill out – relevant to specified market research objectives. You can add or remove fields according to what’s relevant to your market and research goal. It provides a framework to develop your own research methodology if you don’t want to go full-scale with a research firm.

What are the advantages of using market research templates?

There are many ways market research templates benefit organizations of any size.

• It costs less than hiring an external market research firm.
• Completion is often quicker because pre-set fields guide your research.
• Little to no professional training is required to complete a template.
• Templates can be easily shared with other business units.
• Files can be easily updated internally in the future.
• Research Intelligence tools like Similarweb make it much easier to access market research data than ever before.
• Using a template enables you to stay focused and organized.

Doing market research with a template can help you generate results faster than any agency can deliver. You set your priorities and start collecting information without untimely back-and-forth correspondence. This is particularly valuable for online companies in markets that develop and change quickly. You need real-time data to improve your results, so time is always of the essence.

In addition to time, you also save costs. Comprehensive market research usually demands additional financial resources. By using shareable templates, you can involve relevant internal business units at minimal extra cost.

This presents another advantage: You own your information. You can come back to the files, reuse, update, and compare whenever it’s relevant. This is particularly useful in the dynamic world of online business because you’ll want to research the market repeatedly to detect and adapt to changes.

What are market research templates used for?

Most types of market research templates provide a robust framework that steers market research efforts in the right direction. When we consider the “journeys” a market research report template can help with – most use cases aren’t merely one-time research projects but should include periodic monitoring and analysis.

• Assess your brand’s strength and influential power. Evaluate your market share , and measure which percentage of the market you reach and sell to.
• Launch a new product or enter a new market . Get to know the territory and the key players to avoid unnecessary risks and recognize new opportunities.
• Identify and keep tabs on your top competitors. Be aware of your competitor’s strengths and weaknesses to align your strategic planning.
• Understand your target audience. If you truly want people to resonate with your product or service, you need to take the time to get to know them, their interests, pain points, likes, and dislikes.
• Innovate your business model. Before applying changes to products or business strategies, understand user demand and need shifts.
• Drive more sales. Optimize product placement by identifying your product’s uniqueness and the specific value to boost your marketing campaigns.
• Fine-tune your digital advertising and analytics. Find and optimize the marketing channels and keywords with the highest potential and lowest competition .
• Find and follow emerging trends. Detect changes in the market development early and use them to your advantage.

Five things to do before using a market research analysis template

As you’ll soon discover, there are lots of tools and resources at your disposal – and you won’t need all of them to reach your goal. Your choices should depend on the goal of your research, something you’ll need to clarify before you start to use any type of market research report template.

Take a little time to do the following pre-planning steps 1-3 before you use any template in your research.

• Define the reason for your research and its goals.
• Identify the most suitable research types and methods.
• Prepare the materials you need to conduct the research, i.e., templates, tools, and market research questions ; then delegate responsibilities if applicable.
• Identify your market’s characteristics.
• Define your target audience and segments.
• Consider both qualitative and quantitative data points.
• Decide whether to use primary research, secondary research , or a mixture of both.
• Google Analytics vs. Similarweb
• Free online sources and tools
• Advanced competitor analysis
• Summarize your findings in a template and start to analyze.

Get a step-by-step roadmap for easy and comprehensive market research in our guide – Market Research: What It Is, Why It Matters, and How To Get It Right .

Types of market research templates

In this next section, I’m sharing the most important types of market research templates you need to fulfil your research goals. I’ll cover what each is and how a template can help with the research. In the final section of this post, I’ll share the quickest way to find the data you need to complete your template.

SWOT analysis template

Many of you will have heard of or used a SWOT analysis framework before. It’s a tried and trusted tool that helps organizations and individuals uncover the strengths, weaknesses, opportunities, and threats of their business and the competition. A template gives you pre-set fields to consider and complete, helping you know the essential metrics. Once complete, it shows a range of factors relevant to your business and market that can help you adapt for growth.

Use this type of market research analysis template to review your business, along with each of your competitors – analysis of the top four rivals is enough, but you might want to extend this up to eight. This market analysis template provides key questions to answer in each section to help guide your responses.

Market sizing template

Using a market analysis template shows you exactly how to do market sizing correctly. What’s more, it can ensure others within your organization are clear about how the figures have been calculated and provide a consistent and transparent framework for repeating the process in the future.

Use this simple market research template to get the formulas for the total addressable market (TAM), serviceable addressable market (SAM), and serviceable obtainable market (SOM).

Competitive analysis framework template

Pick between 2-4 direct and indirect competitors , then compile the same data and information about each. Start with company research, then customer research, and add information about products and marketing strategies to build the ultimate competitive framework. Collecting the same data points gives you a straightforward comparison and clear picture of the competitive landscape .

This market analysis template covers both B2C and B2B markets. It gives you a detailed framework that helps you map company, customer, product, go-to-market, and marketing channels for your business, and that of your rivals.

Further reading: this post covers seven different types of Competitive Analysis Frameworks that can be used for this form of market research.

Use this market research template for a business plan or as a base document to do regular checks on the state of the competitive landscape.

Trend analysis template

Completing regular market trend analysis is vital – particularly given how fast consumer behavior and markets change. Sure, you can set up news alerts and keep an ear close to the ground, but this is not necessarily the most effective way to future-proof a business and stay ahead of the curve. Rather, it’s a slow and unreliable way to access the intel you need, not just to survive but to flourish.

Early detection of fluctuations, shifts, and changes is key; and a trend analysis template, when done periodically, can help you quickly identify and prepare your business to react.

This market trend analysis template is designed specifically for those operating in the B2B space. It clearly guides you through industry research, historical competitive data, desktop vs. mobile trends , and seasonal keyword research ; each of which can help you discover market-specific trends effectively.

Further reading: Trendspotting: Why All the Market Leaders Are Doing It

Buyer persona template

Define the customer who would benefit most from your product or service. Based on what you’ve learned about consumers and your target market , characterize your ideal customer. Who are they, what are their pain points, and how can you help them?

This template shows you exactly what kind of data to include when you build a new buyer person. We’ve completed an example for you as a guide; but also given you empty slides you can fill-in yourself for your own business and market.

Further reading: How to Create Buyer Personas That Boost Conversions

Audience analysis template

An Audience analysis looks at a group of people in much the same way you examine your current customers. It can help you discover how to turn more of your audience into paying customers by segmenting visitor and behavioral characteristics.

This market analysis template will guide you through the different types of data you should collect from both your own and your rival’s channels. It takes into account various characteristics of company, product, purchase, consumers, interests, and more to help you form a clear and comprehensive view of your target audience.

It’s split into three tabs, each covering B2B, transactional, and informative businesses separately.

Further reading: If this is your first time doing audience analysis, read this guide to understand what a target audience is and how to analyze it .

Get started with all the free market research templates you need to succeed!

How to use Similarweb to help with market research templates

Similarweb Digital Research Intelligence can help you complete almost any market research project quickly and effectively. One of the most-cited reasons people choose tools like Similarweb is due to the accuracy and timeliness of data. Unlike other forms of market research, like secondary research; Similarweb’s information is always the most up-to-date there is.

• Benchmarking tool : Accelerate your new digital strategy and learn how you stack up against the competition and market leaders.
• Market research tool : Analyze market trends in near-real time so that you can take action when it matters most, not a quarter later.
• Company research : Take a closer look at any company’s digital performance and expose your competitor’s digital strategies.
• Audience analysis tool : Engage more deeply with your audience, explore new audience segments and expand your reach.
• Customer journey analytics : Understand your customers and explore bottom-of-the-funnel metrics to discover what makes them convert.
• Mobile app intelligence : See the impact of mobile apps in your market: spot trends and emerging players.

Wrapping up…..

Good market research shouldn’t have to take an age; but as a task that requires careful planning, meticulous attention, and focus – even with the best tools, you’ve got to know the right questions to ask, and the best places to uncover the best intel.

Using market research templates will save significant time in the market research process while providing a clear and comprehensive set of guidelines that can be easily replicated or revisited in the future.

Market analysis templates allow for consistency and provide a clear framework that allows the inexperienced market researcher to do the task with ease.

Use these templates to jumpstart your research efforts and make strategic decisions more effectively, and in a more informed way.

Boost Your Market Research with Similarweb

Enjoy 360° visibility into your industry and instantly adapt to market changes

What is the importance of market research?

Market research is important because you can’t succeed if you’re not aware of market conditions, potential obstacles, purported budget, and how to market your products effectively.

How do you write a market research document?

The simplest way to write a market research document is to obtain a free market research template to guide your content. It can prompt you with the right questions to ask, and shape research efforts and outcomes effectively.

Which type of market research should I use?

To employ a highly effective market research strategy, you should combine the two methods. We advise you to use secondary research as a preparation for your primary research.

by Liz March

Digital Research Specialist

Liz March has 15 years of experience in content creation. She enjoys the outdoors, F1, and reading, and is pursuing a BSc in Environmental Science.

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14 Market Research Examples

This article was originally published in the MarketingSherpa email newsletter .

Example #1: National bank’s A/B testing

You can learn what customers want by conducting experiments on real-life customer decisions using A/B testing. When you ensure your tests do not have any validity threats, the information you garner can offer very reliable insights into customer behavior.

Here’s an example from Flint McGlaughlin, CEO of MarketingSherpa and MECLABS Institute, and the creator of its  online marketing course .

A national bank was working with MECLABS to discover how to increase the number of sign-ups for new checking accounts.

Customers who were interested in checking accounts could click on an “Open in Minutes” link on the bank’s homepage.

Creative Sample #1: Anonymized bank homepage

After clicking on the homepage link, visitors were taken to a four-question checking account selector tool.

Creative Sample #2: Original checking account landing page — account recommendation selector tool

After filling out the selector tool, visitors were taken to a results page that included a suggested package (“Best Choice”) along with a secondary option (“Second Choice”). The results page had several calls to action (CTAs). Website visitors were able to select an account and begin pre-registration (“Open Now”) or find out more information about the account (“Learn More”), go back and change their answers (“Go back and change answers”), or manually browse other checking options (“Other Checking Options”).

Creative Sample #3: Original checking account landing page — account recommendation selector tool results page

After going through the experience, the MECLABS team hypothesized that the selector tool wasn’t really delivering on the expectation the customer had after clicking on the “Open in Minutes” CTA. They created two treatments (new versions) and tested them against the control experience.

In the first treatment, the checking selector tool was removed, and instead, customers were directly presented with three account options in tabs from which customers could select.

Creative Sample #4: Checking account landing page Treatment #1

The second treatment’s landing page focused on a single product and had only one CTA. The call-to-action was similar to the CTA customers clicked on the homepage to get to this page — “Open Now.”

Creative Sample #5: Checking account landing page Treatment #2

Both treatments increased account applications compared to the control landing page experience, with Treatment #2 generating 65% more applicants at a 98% level of confidence.

Creative Sample #6: Results of bank experiment that used A/B testing

You’ll note the Level of Confidence in the results. With any research tactic or tool you use to learn about customers, you have to consider whether the information you’re getting really represents most customers, or if you’re just seeing outliers or random chance.

With a high Level of Confidence like this, it is more likely the results actually represent a true difference between the control and treatment landing pages and that the results aren’t just a random event.

The other factor to consider is — testing in and of itself will not produce results. You have to use testing as research to actually learn about the customer and then make changes to better serve the customer.

In the video How to Discover Exactly What the Customer Wants to See on the Next Click: 3 critical skills every marketer must master , McGlaughlin discussed this national bank experiment and explained how to use prioritization, identification and deduction to discover what your customers want.

This example was originally published in Marketing Research: 5 examples of discovering what customers want .

Example #2: Consumer Reports’ market intelligence research from third-party sources

The first example covers A/B testing. But keep in mind, ill-informed A/B testing isn’t market research, it’s just hoping for insights from random guesses.

In other words, A/B testing in a vacuum does not provide valuable information about customers. What you are testing is crucial, and then A/B testing is a means to help better understand whether insights you have about the customer are either validated or refuted by actual customer behavior. So it’s important to start with some research into potential customers and competitors to inform your A/B tests.

For example, when MECLABS and MarketingExperiments (sister publisher to MarketingSherpa) worked with Consumer Reports on a public, crowdsourced A/B test, we provided a market intelligence report to our audience to help inform their test suggestions.

Every successful marketing test should confirm or deny an assumption about the customer. You need enough knowledge about the customer to create marketing messages you think will be effective.

For this public experiment to help marketers improve their split testing abilities, we had a real customer to work with — donors to Consumer Reports.

To help our audience better understand the customer, the MECLABS Marketing Intelligence team created the 26-page ConsumerReports Market Intelligence Research document (which you can see for yourself at that link).

This example was originally published in Calling All Writers and Marketers: Write the most effective copy for this Consumer Reports email and win a MarketingSherpa Summit package and Consumer Reports Value Proposition Test: What you can learn from a 29% drop in clickthrough .

Example #3: Virtual event company’s conversation

What if you don’t have the budget for A/B testing? Or any of the other tactics in this article?

Well, if you’re like most people you likely have some relationships with other human beings. A significant other, friends, family, neighbors, co-workers, customers, a nemesis (“Newman!”). While conducting market research by talking to these people has several validity threats, it at least helps you get out of your own head and identify some of your blind spots.

WebBabyShower.com’s lead magnet is a PDF download of a baby shower thank you card ‘swipe file’ plus some extras. “Women want to print it out and have it where they are writing cards, not have a laptop open constantly,” said Kurt Perschke, owner, WebBabyShower.com.

That is not a throwaway quote from Perschke. That is a brilliant insight, so I want to make sure we don’t overlook it. By better understanding customer behavior, you can better serve customers and increase results.

However, you are not your customer. So you must bridge the gap between you and them.

Often you hear marketers or business leaders review an ad or discuss a marketing campaign and say, “Well, I would never read that entire ad” or “I would not be interested in that promotion.” To which I say … who cares? Who cares what you would do? If you are not in the ideal customer set, sorry to dent your ego, but you really don’t matter. Only the customer does.

Perschke is one step ahead of many marketers and business leaders because he readily understands this. “Owning a business whose customers are 95% women has been a great education for me,” he said.

So I had to ask him, how did he get this insight into his customers’ behavior? Frankly, it didn’t take complex market research. He was just aware of this disconnect he had with the customer, and he was alert for ways to bridge the gap. “To be honest, I first saw that with my wife. Then we asked a few customers, and they confirmed it’s what they did also. Writing notes by hand is viewed as a ‘non-digital’ activity and reading from a laptop kinda spoils the mood apparently,” he said.

Back to WebBabyShower. “We've seen a [more than] 100% increase in email signups using this method, which was both inexpensive and evergreen,” Perschke said.

This example was originally published in Digital Marketing: Six specific examples of incentives that worked .

Example #4: Spiceworks Ziff Davis’ research-informed content marketing

Marketing research isn’t just to inform products and advertising messages. Market research can also give your brand a leg up in another highly competitive space – content marketing.

Don’t just jump in and create content expecting it to be successful just because it’s “free.” Conducting research beforehand can help you understand what your potential audience already receives and where they might need help but are currently being served.

When Spiceworks Ziff Davis (SWZD) published its annual State of IT report, it invested months in conducting primary market research, analyzing year-over-year trends, and finally producing the actual report.

“Before getting into the nuts and bolts of writing an asset, look at market shifts and gaps that complement your business and marketing objectives. Then, you can begin to plan, research, write, review and finalize an asset,” said Priscilla Meisel, Content Marketing Director, SWZD.

This example was originally published in Marketing Writing: 3 simple tips that can help any marketer improve results (even if you’re not a copywriter) .

Example #5: Business travel company’s guerilla research

There are many established, expensive tactics you can use to better understand customers.

But if you don’t have the budget for those tactics, and don’t know any potential customers, you might want to brainstorm creative ways you can get valuable information from the right customer target set.

Here’s an example from a former client of Mitch McCasland, Founding Partner and Director, Brand Inquiry Partners. The company sold a product related to frequent business flyers and was interested in finding out information on people who travel for a living. They needed consumer feedback right away.

“I suggested that they go out to the airport with a bunch of 20-dollar bills and wait outside a gate for passengers to come off their flight,” McCasland said. When people came off the flight, they were politely asked if they would answer a few questions in exchange for the incentive (the $20). By targeting the first people off the flight they had a high likelihood of reaching the first-class passengers.

This example was originally published in Guerrilla Market Research Expert Mitch McCasland Tells How You Can Conduct Quick (and Cheap) Research .

Example #6: Intel’s market research database

When conducting market research, it is crucial to organize your data in a way that allows you to easily and quickly report on it. This is especially important for qualitative studies where you are trying to do more than just quantify the data, but need to manage it so it is easier to analyze.

Anne McClard, Senior Researcher, Doxus worked with Shauna Pettit-Brown of Intel on a research project to understand the needs of mobile application developers throughout the world.

Intel needed to be able to analyze the data from several different angles, including segment and geography, a daunting task complicated by the number of interviews, interviewers, and world languages.

“The interviews were about an hour long, and pretty substantial,” McClard says. So, she needed to build a database to organize the transcripts in a way that made sense.

Different types of data are useful for different departments within a company; once your database is organized you can sort it by various threads.

The Intel study had three different internal sponsors. "When it came to doing the analysis, we ended up creating multiple versions of the presentation targeted to individual audiences," Pettit-Brown says.

The organized database enabled her to go back into the data set to answer questions specific to the interests of the three different groups.

This example was originally published in 4 Steps to Building a Qualitative Market Research Database That Works Better .

Example #7: National security survey’s priming

When conducting market research surveys, the way you word your questions can affect customers’ response. Even the way you word previous questions can put customers in a certain mindset that will skew their answers.

For example, when people were asked if they thought the U.S. government should spend money on an anti-missile shield, the results appeared fairly conclusive. Sixty-four percent of those surveyed thought the country should and only six percent were unsure, according to Opinion Makers: An Insider Exposes the Truth Behind the Polls .

But when pollsters added the option, "...or are you unsure?" the level of uncertainty leaped from six percent to 33 percent. When they asked whether respondents would be upset if the government took the opposite course of action from their selection, 59 percent either didn’t have an opinion or didn’t mind if the government did something differently.

This is an example of how the way you word questions can change a survey’s results. You want survey answers to reflect customer’s actual sentiments that are as free of your company’s previously held biases as possible.

This example was originally published in Are Surveys Misleading? 7 Questions for Better Market Research .

Example #8: Visa USA’s approach to getting an accurate answer

As mentioned in the previous example, the way you ask customers questions can skew their responses with your own biases.

However, the way you ask questions to potential customers can also illuminate your understanding of them. Which is why companies field surveys to begin with.

“One thing you learn over time is how to structure questions so you have a greater likelihood of getting an accurate answer. For example, when we want to find out if people are paying off their bills, we'll ask them to think about the card they use most often. We then ask what the balance was on their last bill after they paid it,” said Michael Marx, VP Research Services, Visa USA.

This example was originally published in Tips from Visa USA's Market Research Expert Michael Marx .

Example #9: Hallmark’s private members-only community

Online communities are a way to interact with and learn from customers. Hallmark created a private members-only community called Idea Exchange (an idea you could replicate with a Facebook or LinkedIn Group).

The community helped the greeting cards company learn the customer’s language.

“Communities…let consumers describe issues in their own terms,” explained Tom Brailsford, Manager of Advancing Capabilities, Hallmark Cards. “Lots of times companies use jargon internally.”

At Hallmark they used to talk internally about “channels” of distribution. But consumers talk about stores, not channels. It is much clearer to ask consumers about the stores they shop in than what channels they shop.

For example, Brailsford clarified, “We say we want to nurture, inspire, and lift one’s spirits. We use those terms, and the communities have defined those terms for us. So we have learned how those things play out in their lives. It gives us a much richer vocabulary to talk about these things.”

This example was originally published in Third Year Results from Hallmark's Online Market Research Experiment .

Example #10: L'Oréal’s social media listening

If you don’t want the long-term responsibility that comes with creating an online community, you can use social media listening to understand how customers talking about your products and industry in their own language.

In 2019, L'Oréal felt the need to upgrade one of its top makeup products – L'Oréal Paris Alliance Perfect foundation. Both the formula and the product communication were outdated – multiple ingredients had emerged on the market along with competitive products made from those ingredients.

These new ingredients and products were overwhelming consumers. After implementing new formulas, the competitor brands would advertise their ingredients as the best on the market, providing almost magical results.

So the team at L'Oréal decided to research their consumers’ expectations instead of simply crafting a new formula on their own. The idea was to understand not only which active ingredients are credible among the audience, but also which particular words they use while speaking about foundations in general.

The marketing team decided to combine two research methods: social media listening and traditional questionnaires.

“For the most part, we conduct social media listening research when we need to find out what our customers say about our brand/product/topic and which words they use to do it. We do conduct traditional research as well and ask questions directly. These surveys are different because we provide a variety of readymade answers that respondents choose from. Thus, we limit them in terms of statements and their wording,” says Marina Tarandiuk, marketing research specialist, L'Oréal Ukraine.

“The key value of social media listening (SML) for us is the opportunity to collect people’s opinions that are as ‘natural’ as possible. When someone leaves a review online, they are in a comfortable environment, they use their ‘own’ language to express themselves, there is no interviewer standing next to them and potentially causing shame for their answer. The analytics of ‘natural’ and honest opinions of our customers enables us to implement the results in our communication and use the same language as them,” Tarandiuk said.

The team worked with a social media listening tool vendor to identify the most popular, in-demand ingredients discussed online and detect the most commonly used words and phrases to create a “consumer glossary.”

Questionnaires had to confirm all the hypotheses and insights found while monitoring social media. This part was performed in-house with the dedicated team. They created custom questionnaires aiming to narrow down all the data to a maximum of three variants that could become the base for the whole product line.

“One of our recent studies had a goal to find out which words our clients used to describe positive and negative qualities of [the] foundation. Due to a change in [the] product’s formula, we also decided to change its communication. Based on the opinions of our customers, we can consolidate the existing positive ideas that our clients have about the product,” Tarandiuk said.

To find the related mentions, the team monitored not only the products made by L'Oréal but also the overall category. “The search query contained both brand names and general words like foundation, texture, smell, skin, pores, etc. The problem was that this approach ended up collecting thousands of mentions, not all of which were relevant to the topic,” said Elena Teselko, content marketing manager, YouScan (L'Oréal’s social media listening tool).

So the team used artificial intelligence-based tagging that divided mentions according to the category, features, or product type.

This approach helped the team discover that customers valued such foundation features as not clogging pores, a light texture, and not spreading. Meanwhile, the most discussed and appreciated cosmetics component was hyaluronic acid.

These exact phrases, found with the help of social media monitoring, were later used for marketing communication.

Creative Sample #7: Marketing communicating for personal care company with messaging based on discoveries from market research

“Doing research and detecting audience’s interests BEFORE starting a campaign is an approach that dramatically lowers any risks and increases chances that the campaign would be appreciated by customers,” Teselko said.

This example was originally published in B2C Branding: 3 quick case studies of enhancing the brand with a better customer experience .

Example #11: Levi’s ethnographic research

In a focus group or survey, you are asking customers to explain something they may not even truly understand. Could be why they bought a product. Or what they think of your competitor.

Ethnographic research is a type of anthropology in which you go into customers’ homes or places of business and observe their actual behavior, behavior they may not understand well enough to explain to you.

While cost prohibitive to many brands, and simply unfeasible for others, it can elicit new insights into your customers.

Michael Perman, Senior Director Cultural Insights, Levi Strauss & Co. uses both quantitative and qualitative research on a broad spectrum, but when it comes to gathering consumer insight, he focuses on in-depth ethnographic research provided by partners who specialize in getting deep into the “nooks and crannies of consumer life in America and around the world.” For example, his team spends time in consumers’ homes and in their closets. They shop with consumers, looking for the reality of a consumer’s life and identifying themes that will enable designers and merchandisers to better understand and anticipate consumer needs.

Perman then puts together multi-sensory presentations that illustrate the findings of research. For example, “we might recreate a teenager’s bedroom and show what a teenage girl might have on her dresser.”

This example was originally published in How to Get Your Company to Pay Attention to Market Research Results: Tips from Levi Strauss .

Example #12: eBags’ ethnographic research

Ethnographic research isn’t confined to a physical goods brand like Levi’s. Digital brands can engage in this form of anthropology as well.

While usability testing in a lab is useful, it does miss some of the real-world environmental factors that play a part in the success of a website. Usability testing alone didn’t create a clear enough picture for Gregory Casey, User Experience Designer and Architect, eBags.

“After we had designed our mobile and tablet experience, I wanted to run some contextual user research, which basically meant seeing how people used it in the wild, seeing how people are using it in their homes. So that’s exactly what I did,” Gregory said.

He found consumers willing to open their home to him and be tested in their normal environment. This meant factors like the television, phone calls and other family members played a part in how they experienced the eBags mobile site.

“During these interview sessions, a lot of times we were interrupted by, say, a child coming over and the mother having to do something for the kid … The experience isn’t sovereign. It’s not something where they just sit down, work through a particular user flow and complete their interaction,” Gregory said.

By watching users work through the site as they would in their everyday life, Gregory got to see what parts of the site they actually use.

This example was originally published in Mobile Marketing: 4 takeaways on how to improve your mobile shopping experience beyond just responsive design .

Example #13: John Deere’s shift from product-centric market research to consumer-centric research

One of the major benefits of market research is to overcome company blind spots. However, if you start with your blind spots – i.e., a product focus – you will blunt the effectiveness of your market research.

In the past, “they’d say, Here’s the product, find out how people feel about it,” explained David van Nostrand, Manager, John Deere's Global Market Research. “A lot of companies do that.” Instead, they should be saying, “Let's start with the customers: what do they want, what do they need?”

The solution? A new in-house program called “Category Experts” brings the product-group employees over as full team members working on specific research projects with van Nostrand’s team.

These staffers handle items that don’t require a research background: scheduling, meetings, logistics, communication and vendor management. The actual task they handle is less important than the fact that they serve as human cross-pollinators, bringing consumer-centric sensibility back to their product- focused groups.

For example, if van Nostrand’s team is doing research about a vehicle, they bring in staffers from the Vehicles product groups. “The information about vehicle consumers needs to be out there in the vehicle marketing groups, not locked in here in the heads of the researchers.”

This example was originally published in How John Deere Increased Mass Consumer Market Share by Revamping its Market Research Tactics .

Example #14: LeapFrog’s market research involvement throughout product development (not just at the beginning and the end)

Market research is sometimes thought of as a practice that can either inform the development of a product, or research consumer attitudes about developed products. But what about the middle?

Once the creative people begin working on product designs, the LeapFrog research department stays involved.

They have a lab onsite where they bring moms and kids from the San Francisco Bay area to test preliminary versions of the products. “We do a lot of hands-on, informal qualitative work with kids,” said Craig Spitzer, VP Marketing Research, LeapFrog. “Can they do what they need to do to work the product? Do they go from step A to B to C, or do they go from A to C to B?”

When designing the LeapPad Learning System, for example, the prototype went through the lab “a dozen times or so,” he says.

A key challenge for the research department is keeping and building the list of thousands of families who have agreed to be on call for testing. “We've done everything from recruiting on the Internet to putting out fliers in local schools, working through employees whose kids are in schools, and milking every connection we have,” Spitzer says.

Kids who test products at the lab are compensated with a free, existing product rather than a promise of the getting the product they're testing when it is released in the future.

This example was originally published in How LeapFrog Uses Marketing Research to Launch New Products .

Related resources

The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging

Get Your Free Test Discovery Tool to Help Log all the Results and Discoveries from Your Company’s Marketing Tests

Marketing Research: 5 examples of discovering what customers want

Online Marketing Tests: How do you know you’re really learning anything?

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Market Research Format Sample

• Market Research

Market research reports play an important role in improving the productivity of a business. The information in these reports help companies to make informed marketing strategies. The goal of market research is to examine how the target group will receive a product or service. This is done by collecting, organizing, and analyzing data.

Generally, a market research paper begins with

• Defining the problem
• Collecting data
• Analyzing and interpreting the data collected
• Reaching a conclusion
• Implementing the research findings in fruitful manner

Market research reports helps businesses understand legislative trends, industry shifts, and changes in consumer preferences. This explains the significance market reports hold for entrepreneurs.

Market Research Format Sample – A Brief

The format of the market research report is as important as the market research process. The market report sample provides a broad understanding on the content and the quality of the report.

A market research sample includes

i) Title page

ii) Letter of transmittal

iii)   Letter of authorization

• Table of contents
• List of tables
• List of graphs

vii)   List of appendices

viii)  List of exhibits

ix) Executive summary

• Major findings
• Conclusions
• Recommendations

x)   Problem definition

• Background to the problem
• Statement of the problem

xi)   Approach to the problem

xii)  Research design

• Type of research design
• Information needs
• Data collection from secondary sources
• Data collection from primary sources
• Scaling techniques
• Questionnaire development and pretesting
• Sampling techniques

xiii)  Data analysis

• Methodology
• Plan of data analysis

xiv)  Results

xv)   Limitations and caveats

xvi)  Conclusions and recommendations

xvii) Exhibits

• Questionnaires and forms
• Statistical output

Another example of market research format is

Prepared By of

The summary section of a market report gives a brief overview of the purpose and the result of the research. Thus at the very beginning the reader gets a clear understanding on what to expect from the report. The summary section also highlights the reason for the research work and ways in which the report can help the business.

The objectives section is like the summary section. Under this section, the objectives of the market research report are mentioned in an in-depth manner. Details like reason behind the research, names of analysts involved in the research process are also included.

Existing Knowledge

This is one of the important sections of the market research format . The research analysts highlight the existing knowledge on the research topic. This provides a positive picture about the analysts’ knowledge.

The reader also gets to know about loopholes in the existing knowledge system.

Intended outcomes

This is a self-explanatory section of the market report template . The intended outcomes or goals of the report is emphasized here.

Target group

The target group is possibly the most important aspect of a market research format. Here the analysts clearly mention the exact demographic region covered in the research. Through this section readers can gain a clear understanding on preferences of the target group.

Data collection

The process which went into data collection is clearly mentioned under this segment. It can range from surveys, social media data, in-person promotions, to sampling of the focus groups.

Aspects like accuracy of the data collected, and methods employed to gain information are also mentioned here.

Research Methodology

An overall blueprint of the research methodology employed is provided in this segment. The implications of data collected using the particular methodology is discussed here.

This section also explains how the inaccuracies in the data collected will be accounted by the market analysts.

Ethical Considerations

Following ethical codes is an important aspect of market research. Ethical considerations like data security, privacy, confidentiality, and consent of the research participants, are covered under this segment of the market research report.

Further Outcomes

Usually the market report sample ends with a section on further outcomes. Here ways in which the research report can provide additional benefits to the users are clearly mentioned. This section also explains how businesses can beat the competition by employing results of the market research in a unique manner.

For a clear understanding on market research format, request a free sample of our report on Global Guitar Market

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8 Templates to Plan & Organize Your Market Research

Market research (or marketing research) helps you deeply understand your customers and target market. It's a group of activities that will uncover insights you can use to create better products and improve your marketing. These templates will help you organize every part of your market research project in one collaborative place.

Market Research Brief Template

The goal of any marketing research brief is to define the objectives in a way that a researcher can confidently build an appropriate study. This clarity will then lead to the 'right' research method used and consequent insights uncovered.

Brand Positioning Map Template

The Brand Positioning Map template (or Competitive Landscape) is perfect for identifying your opportunity in the market. It's a simple way to ensure your brand will stand out against your competitors.

Customer Persona Template

It's crucial to have a crystal clear picture of your ideal customer. Building a customer persona helps your team understand the people they're designing for. Use this template to map out your customer's goals, background and pain-points so you can design a brand or product that naturally appeals to them.

Market Research Template

How well do you understand the market you're designing for? The Market Research template is the perfect way build a complete picture of your industry and audience. Use it to collect insights about the competitors, links, customer research, trends, stats and more in one visual place.

SWOT Analysis Template

The SWOT framework helps you uncover your internal Strengths and Weaknesses plus external Opportunities and Threats. You can use it to assess your entire company, brand, marketing or an individual product. It is traditionally used by management teams but is also a great tool for brand strategy and marketing projects.

Moodboard Template

Before you begin designing your new brand or campaign, it's important that everyone involved agrees on the visual style. A moodboard lets you explore different directions in minutes. This template contains placeholders for images, video, color swatches and notes.

Diary Study Template

Understand a user's experiences, behaviour, and activities over time using the Diary Study research method.

Day in the Life of Template

The Day in the Life research technique lets you create a visually engaging timeline of a customer's day. The template allows you to create notes for research, lists of questions, and add images and videos to bring someone's habits and behaviours to life.

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Wakefield’s Market Intelligence team conducts research across a wide variety of consumer and B2B industries, ranging from maternity wear to electric vehicle charging technology. Research can include everything from market sizing to cost modeling and competitor analysis. See examples of our Market Intelligence work by clicking on the abridged case studies below. For help with your market intelligence , quantitative and qualitative research needs, contact Wakefield Research today.

Consumer – Apparel

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HR Services & Payroll Outsourcing Market – analyzing the competitive landscape and evaluating the industry’s major players.

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Fixed Wireless Broadband Competitive Landscape – profiling of fixed wireless broadband providers in the U.S. Midwest.

Consumer – Services

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Consumer/B2B – Transport

Electric Scooter Rental Market – an investigation into the competitive landscape, regulation and market dynamics in U.S. cities.

Consumer – Automotive

Best Cities for Car Ownership – ranking the best cities to own a car among America’s 20 most populous metropolitan areas.

B2B – Construction

U.S. Cement and Ready-Mix Concrete Markets – analyzing the current market landscapes and key players to determine the feasibility of market entry.

Consumer – Technology

Smart Home Market – providing insights into the size and projected growth of the global smart home market.

Consumer – Healthcare

U.S. CPAP Market – exploring the Continuous Airway Pressure (CPAP) device market, including device features, manufacturers, and market size.

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Aerospace Head-Up Display (HUD) Market – an investigation into market size and growth forecasts and an overview of the competitive landscape, market trends and new technology.

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Management Notice

Report generator.

Many corporations use market research to see if their products and services are relevant and interesting to the masses. This helps them figure out the changes in market trends, consumer likes and dislikes, and other various aspects. The results of marketing research are needed for a business owner to decide what the next product marketing plan is. If you want to study the outcome of conducted marketing research, you need a marketing research report. This displays the methods used, the subjects of the research, and the final output. Here are 10+ marketing research reports templates you can use for your research.

10+ Marketing Research Report Templates

Marketing research is a method used to gather information about the market, your product, and how they would affect each other. To help you with this research, here are sample marketing research templates you can use.

1. Sample Marketing Report

• Google Docs

Size: A4 & US Letter Sizes

If you are planning on building a startup, you have to be sure that your proposed products and services are favorable to your target market. In business, you can’t just produce something without seeing if it would sell. You need to study how well it would hit the market and who your prospective clients would be. You need to conduct marketing research, study the results, then start your business strategic plan . To help you with this process, here is a  Sample Marketing Report Template  you can use. You can report your research results in a hassle-free way using this editable template.

2. Market Research Report

Before you can launch a service or product, you need to analyze its favorability. That’s why you conduct marketing research. You need to make sure that the results of your research are understandable and organized. How can you make the right business proposals if you can’t make sense of the data presented? That is why you need this Market Research Report Template . It has premade content so you can be sure that arrange the data perfectly. From the process to results, you can place all the details in this customizable template.

3. Market Analysis Report

If you are a market analyst, don’t you want the end product of your surveys and observations to look neat and presentable? You want a document you can confidently show your bosses. If you want to make sure your research business report is well-made, you should give this market analysis report template a try. This template is easy to use and easy to edit so you can fit your specifications with its quality content. You can even edit in graphics and charts of your results in this template. Our skilled team makes it so you can be sure it’s high-quality. Download this template now! 

4. Operative Report Template

Your prospect market is like a sick patient; you need to understand its conditions before you can start operation. Before you can offer your products and services, you need to figure out what the market needs. After the whole data gathering process is done and dealt with, the next step is to document your variables, methods, and results for further analysis. To help you put everything together, you can use this operative report template. You can use this for your qualitative research; just edit the given labels and add in the data, and you have your technical report !

5. Marketing Research Summary Report Template

After your marketing research, the next task is to summarize everything. You need to have your process, results, and other key elements reported in one document. This helps analysts and business owners come up with a decision for the company. Maybe your results can lead to new market strategy business plans and other corporate choices.  To keep things together, you can use this Marketing Research Summary Report Template . This customizable template can fit any of your quantitative summaries. It just needs a little editing, and you have what you need. Download this high-quality template now!

6. Research Report Cover Page Template

Size: A4 & US Sizes

When submitting your reports, you need to make sure that it gets your reviewers’ attention. You need to wow them from the very start. Before they read your introduction, they should take some time to look at your cover page. It may not seem like such an important part of the document, but it promises your reviewers that you are about to give them quality content. For your research cover page, you can use IResearch Report Cover Page Template. You can personalize this report template to fit your research. And the best thing? Thi template is free to download! 

7. Market Research Project Report Template

• Illustrator
• Editable PDF

Projects and researches need a lot of time and effort. They have to be properly conducted to make sure you get usable results. That is why the way the results are displayed is also important. The many hours you spent conducting your marketing research would be put to waste if the presented results are unclear. To make sure that the final output of your research is understandable, you can use this Market Research Project Report Template . You can customize this template so that it fits your research project proposal and report perfectly. It’s easy to use, ready to print, and free to download.

8. Marketing Research Daily Work Report Template

When conducting research, you need to make sure you are constantly gathering data. You have to make sure that there is progress in your research every single day. Stagnant research won’t get you anywhere. You need a research progress chart to record, study, and analyze your data daily to come up with valid results. To help you gather data for your research, you can use the Marketing Research Daily Work Report Template shown above.  This template is 100% customizable, so you can make sure it fits your needs. Ready to print in commercial and personal printers. Try it out now!

9. Marketing Research Project Weekly Status Report Template

If your research does not need to be checked on daily, you still need to make sure that it gets constant follow up. Checking the status of your research keeps you updated if some other variables, like business trends and competition, come into play. If you plan to survey the weekly status of your research, you should have a standardized progress report for checking your project. What you need is the  Marketing Research Project Weekly Status Report Template  embedded above. You don’t have to worry about the contents of this template, you have to edit in the necessary details, and it’s ready for use.

10. Marketing Research Scope of Work Report Template

For any project, the task and obligations have to be designated. Assigning who does what is part of any organizational flow . Work goals also have to be set so that the desired results can be achieved. In research, there also has to be task designations. No one can do the whole research on their own in a given timeframe. What you need is the Marketing Research Scope of Work Report Template . This template organizes the task assignment in a research team and allows you to sets goals for the whole team. It’s easy to edit and free to download!

11. Market Research Summary Report

Size: 1.3 MB

Are you unsure what market research is ? Do you need a guide to help you format your work? Your market research report has to be complete. Any missing part can render your results false and invalid. You need to make sure that you place key elements of your research concisely. From the cover to the conclusion, your final report has to be well-made and well-thought-of. If you need a sample for your report, the  Market Research Summary Report  (shown above) might be what you need. Pattern your research report using this as your guide.

Text prompt

• Instructive
• Professional

Generate a report on the impact of technology in the classroom on student learning outcomes

Prepare a report analyzing the trends in student participation in sports and arts programs over the last five years at your school.

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7 steps to write a market research report, 5+ market research report templates, 1. market research report template, 2. market research report template, 3. sample market research report, 4. market research report template, 5. market research report sample, 6. market research report template, report templates, how to write a market research report [5+ templates to download].

Three months down 2019 and you still think your marketing strategy can do better. Just like any other company, you’re hoping that this year would be your year. Performing a market research will help you learn more about your target market before spending effort and valuable time in planning and building strategies that you’re not sure will work. Getting the results or information documented in a report would then pave the way to a tangible marketing plan .

Step 1: Think Of Your Reader

Step 2: gather data, step 3: write the front matter, step 4: include methods used, step 5: create relevant visuals, step 6: write your recommendations, step 7: close with a call to action.

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FREE 9+ Market Research Report Samples in PDF | MS Word

What is market research ? Market research is an important component of a business strategy  that involves gathering of information about customers’ needs or references when it comes to the products and services that they want and need to use. Market research can be done in a number of ways that are applicable to the product or the service being dealt with. The right approach ensures accurate and useful results. The entire market research process, including the results or outcome of the research, are recorded and presented through a market research report. Here are sample reports that will help and guide you on how you can create your own market research report.

Market Research Report Samples

1. market research report template, 2. industry market research report template, 3. standard market research report template, 4. market research report template, 5. simple market research report template, 6. sample social media market research report template, 7. usaid summary market research report template, 8. illegal filesharing market research report template, 9. sample fillable market research report template, 10. marketing and advertising research report template.

• Google Docs

Size: 694 KB

Conducting a market research on a specific industry? Then you will need all the help that you can get to make the task easy for you to do. Here is an industry market research report sample that you can use to guide you with writing your report. This sample provides notes and instructions on how you can go about putting the contents of your report. It is also pleasant to the eyes with its light color scheme and includes illustrations that represent data.

This market research report sample focuses on the environment, specifically on the monitoring and software use by palm oil growers. This is a detailed and comprehensive market research report that consist of 24 pages in total and includes details like an executive summary , introduction, situational analysis, methodology, results, etc. The sample is also packed with bar graphs and charts to present data in an easier and more understandable manner.

Size: 732 KB

In every report, a set of standards is often followed. These standards then become the basis of a report document that is used as a model that guides the making of all other types of report. One such document is this standard market research report template. With the use of this template, you will be able to produce a thoroughly written market research report that is based on the certain standards. Use it like you would other reports, like company monthly management report , which also follows a certain set of standards.

Size: 14 KB

A report template will make your task easier and more convenient to do because it already lays out or provides an sample outline of what must be included in your report. What is left for you to do is supplying the required information and detailing the methods used in the report as well as the results of the report. If you ever need one, you can always download this sample and breeze through your report. Just make sure that you have it proofread before you actually have it presented.

Reports can either be simple or complicated. You will always have a choice on the type of report that you want to make regardless if they are financial reports , business reports , or daily reports . In market research, you can make it a complicated report or a simple one just like the sample shown above. Check out the sample and get ideas on how you can make our report simpler but better. Bright ideas always come to those who explore new things.

This sample is a group market research on social media, specifically on the effects or attractiveness of Facebook as a medium used in advertising and how it can increase sales and profit. The sample makes a good sample reference for conducting a market research on other social media platforms, like Instagram, Twitter, Google, LinkedIn, Pinterest, Etsy, etc. It’s a lengthy report, but every page is worth it. If you need to make something similar, then we recommend that you use this sample as reference.

Use this sample marketing research report as your guide or reference if you need to write a report about nutritious food. This sample is taken from the United States Agency for International Development and the Global Alliance for Improved Nutrition Diary . This ensures that you get a reliable source of information that you can use on your own report. This detailed and comprehensive report consist of 44 pages in total, and the different sections are written in bold.

Size: 161 KB

This market research report sample is presentable and includes a title page, background, objectives, summary of sample recommendations , detailed assessment of pilot study, specific results and analyses, etc. If you need a report sample that you can use as a reference or study material, then this sample should be one of the many samples you must check. You will surely be able to create a presentable and well-written market research report.

Size: 152 KB

Fillable market research report templates are very easy to use. They work like online sample forms where you fill out the details that make up your report and save the changes that you have made once you are done or modify it whenever you need to. Enough spaces are provided for you to write the details on. The template is also well-organized allowing you to easily find the different parts of the report on the different pages. It is also print-ready so you can print a copy of it anytime you want and need.

Want a professional-looking and well-written report sample? Then why not check out this sample above. This sample does not only looks professional but it also looks very neat and reliable. A profile summary of the responses of the participants of the research is also provided. This will give you an idea on how you should present the data gathered aside from using bar graphs or charts.

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