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Research Paper Conclusion – Writing Guide and Examples

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Research Paper Conclusion

Definition:

A research paper conclusion is the final section of a research paper that summarizes the key findings, significance, and implications of the research. It is the writer’s opportunity to synthesize the information presented in the paper, draw conclusions, and make recommendations for future research or actions.

The conclusion should provide a clear and concise summary of the research paper, reiterating the research question or problem, the main results, and the significance of the findings. It should also discuss the limitations of the study and suggest areas for further research.

Parts of Research Paper Conclusion

The parts of a research paper conclusion typically include:

Restatement of the Thesis

The conclusion should begin by restating the thesis statement from the introduction in a different way. This helps to remind the reader of the main argument or purpose of the research.

Summary of Key Findings

The conclusion should summarize the main findings of the research, highlighting the most important results and conclusions. This section should be brief and to the point.

Implications and Significance

In this section, the researcher should explain the implications and significance of the research findings. This may include discussing the potential impact on the field or industry, highlighting new insights or knowledge gained, or pointing out areas for future research.

Limitations and Recommendations

It is important to acknowledge any limitations or weaknesses of the research and to make recommendations for how these could be addressed in future studies. This shows that the researcher is aware of the potential limitations of their work and is committed to improving the quality of research in their field.

Concluding Statement

The conclusion should end with a strong concluding statement that leaves a lasting impression on the reader. This could be a call to action, a recommendation for further research, or a final thought on the topic.

How to Write Research Paper Conclusion

Here are some steps you can follow to write an effective research paper conclusion:

• Restate the research problem or question: Begin by restating the research problem or question that you aimed to answer in your research. This will remind the reader of the purpose of your study.
• Summarize the main points: Summarize the key findings and results of your research. This can be done by highlighting the most important aspects of your research and the evidence that supports them.
• Discuss the implications: Discuss the implications of your findings for the research area and any potential applications of your research. You should also mention any limitations of your research that may affect the interpretation of your findings.
• Provide a conclusion : Provide a concise conclusion that summarizes the main points of your paper and emphasizes the significance of your research. This should be a strong and clear statement that leaves a lasting impression on the reader.
• Offer suggestions for future research: Lastly, offer suggestions for future research that could build on your findings and contribute to further advancements in the field.

Remember that the conclusion should be brief and to the point, while still effectively summarizing the key findings and implications of your research.

Example of Research Paper Conclusion

Here’s an example of a research paper conclusion:

Conclusion :

In conclusion, our study aimed to investigate the relationship between social media use and mental health among college students. Our findings suggest that there is a significant association between social media use and increased levels of anxiety and depression among college students. This highlights the need for increased awareness and education about the potential negative effects of social media use on mental health, particularly among college students.

Despite the limitations of our study, such as the small sample size and self-reported data, our findings have important implications for future research and practice. Future studies should aim to replicate our findings in larger, more diverse samples, and investigate the potential mechanisms underlying the association between social media use and mental health. In addition, interventions should be developed to promote healthy social media use among college students, such as mindfulness-based approaches and social media detox programs.

Overall, our study contributes to the growing body of research on the impact of social media on mental health, and highlights the importance of addressing this issue in the context of higher education. By raising awareness and promoting healthy social media use among college students, we can help to reduce the negative impact of social media on mental health and improve the well-being of young adults.

Purpose of Research Paper Conclusion

The purpose of a research paper conclusion is to provide a summary and synthesis of the key findings, significance, and implications of the research presented in the paper. The conclusion serves as the final opportunity for the writer to convey their message and leave a lasting impression on the reader.

The conclusion should restate the research problem or question, summarize the main results of the research, and explain their significance. It should also acknowledge the limitations of the study and suggest areas for future research or action.

Overall, the purpose of the conclusion is to provide a sense of closure to the research paper and to emphasize the importance of the research and its potential impact. It should leave the reader with a clear understanding of the main findings and why they matter. The conclusion serves as the writer’s opportunity to showcase their contribution to the field and to inspire further research and action.

When to Write Research Paper Conclusion

The conclusion of a research paper should be written after the body of the paper has been completed. It should not be written until the writer has thoroughly analyzed and interpreted their findings and has written a complete and cohesive discussion of the research.

Before writing the conclusion, the writer should review their research paper and consider the key points that they want to convey to the reader. They should also review the research question, hypotheses, and methodology to ensure that they have addressed all of the necessary components of the research.

Once the writer has a clear understanding of the main findings and their significance, they can begin writing the conclusion. The conclusion should be written in a clear and concise manner, and should reiterate the main points of the research while also providing insights and recommendations for future research or action.

Characteristics of Research Paper Conclusion

The characteristics of a research paper conclusion include:

• Clear and concise: The conclusion should be written in a clear and concise manner, summarizing the key findings and their significance.
• Comprehensive: The conclusion should address all of the main points of the research paper, including the research question or problem, the methodology, the main results, and their implications.
• Future-oriented : The conclusion should provide insights and recommendations for future research or action, based on the findings of the research.
• Impressive : The conclusion should leave a lasting impression on the reader, emphasizing the importance of the research and its potential impact.
• Objective : The conclusion should be based on the evidence presented in the research paper, and should avoid personal biases or opinions.
• Unique : The conclusion should be unique to the research paper and should not simply repeat information from the introduction or body of the paper.

Advantages of Research Paper Conclusion

The advantages of a research paper conclusion include:

• Summarizing the key findings : The conclusion provides a summary of the main findings of the research, making it easier for the reader to understand the key points of the study.
• Emphasizing the significance of the research: The conclusion emphasizes the importance of the research and its potential impact, making it more likely that readers will take the research seriously and consider its implications.
• Providing recommendations for future research or action : The conclusion suggests practical recommendations for future research or action, based on the findings of the study.
• Providing closure to the research paper : The conclusion provides a sense of closure to the research paper, tying together the different sections of the paper and leaving a lasting impression on the reader.
• Demonstrating the writer’s contribution to the field : The conclusion provides the writer with an opportunity to showcase their contribution to the field and to inspire further research and action.

Limitations of Research Paper Conclusion

While the conclusion of a research paper has many advantages, it also has some limitations that should be considered, including:

• I nability to address all aspects of the research: Due to the limited space available in the conclusion, it may not be possible to address all aspects of the research in detail.
• Subjectivity : While the conclusion should be objective, it may be influenced by the writer’s personal biases or opinions.
• Lack of new information: The conclusion should not introduce new information that has not been discussed in the body of the research paper.
• Lack of generalizability: The conclusions drawn from the research may not be applicable to other contexts or populations, limiting the generalizability of the study.
• Misinterpretation by the reader: The reader may misinterpret the conclusions drawn from the research, leading to a misunderstanding of the findings.

About the author

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Researcher, Academic Writer, Web developer

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How to Write a Conclusion for Research Papers (with Examples)

The conclusion of a research paper is a crucial section that plays a significant role in the overall impact and effectiveness of your research paper. However, this is also the section that typically receives less attention compared to the introduction and the body of the paper. The conclusion serves to provide a concise summary of the key findings, their significance, their implications, and a sense of closure to the study. Discussing how can the findings be applied in real-world scenarios or inform policy, practice, or decision-making is especially valuable to practitioners and policymakers. The research paper conclusion also provides researchers with clear insights and valuable information for their own work, which they can then build on and contribute to the advancement of knowledge in the field.

The research paper conclusion should explain the significance of your findings within the broader context of your field. It restates how your results contribute to the existing body of knowledge and whether they confirm or challenge existing theories or hypotheses. Also, by identifying unanswered questions or areas requiring further investigation, your awareness of the broader research landscape can be demonstrated.

Remember to tailor the research paper conclusion to the specific needs and interests of your intended audience, which may include researchers, practitioners, policymakers, or a combination of these.

Table of Contents

What is a conclusion in a research paper, summarizing conclusion, editorial conclusion, externalizing conclusion, importance of a good research paper conclusion, how to write a conclusion for your research paper, research paper conclusion examples.

• How to write a research paper conclusion with Paperpal? 

Frequently Asked Questions

A conclusion in a research paper is the final section where you summarize and wrap up your research, presenting the key findings and insights derived from your study. The research paper conclusion is not the place to introduce new information or data that was not discussed in the main body of the paper. When working on how to conclude a research paper, remember to stick to summarizing and interpreting existing content. The research paper conclusion serves the following purposes: 1

• Warn readers of the possible consequences of not attending to the problem.
• Recommend specific course(s) of action.
• Restate key ideas to drive home the ultimate point of your research paper.
• Provide a “take-home” message that you want the readers to remember about your study.

Types of conclusions for research papers

In research papers, the conclusion provides closure to the reader. The type of research paper conclusion you choose depends on the nature of your study, your goals, and your target audience. I provide you with three common types of conclusions:

A summarizing conclusion is the most common type of conclusion in research papers. It involves summarizing the main points, reiterating the research question, and restating the significance of the findings. This common type of research paper conclusion is used across different disciplines.

An editorial conclusion is less common but can be used in research papers that are focused on proposing or advocating for a particular viewpoint or policy. It involves presenting a strong editorial or opinion based on the research findings and offering recommendations or calls to action.

An externalizing conclusion is a type of conclusion that extends the research beyond the scope of the paper by suggesting potential future research directions or discussing the broader implications of the findings. This type of conclusion is often used in more theoretical or exploratory research papers.

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The conclusion in a research paper serves several important purposes:

• Offers Implications and Recommendations : Your research paper conclusion is an excellent place to discuss the broader implications of your research and suggest potential areas for further study. It’s also an opportunity to offer practical recommendations based on your findings.
• Provides Closure : A good research paper conclusion provides a sense of closure to your paper. It should leave the reader with a feeling that they have reached the end of a well-structured and thought-provoking research project.
• Leaves a Lasting Impression : Writing a well-crafted research paper conclusion leaves a lasting impression on your readers. It’s your final opportunity to leave them with a new idea, a call to action, or a memorable quote.

Writing a strong conclusion for your research paper is essential to leave a lasting impression on your readers. Here’s a step-by-step process to help you create and know what to put in the conclusion of a research paper: 2

• Research Statement : Begin your research paper conclusion by restating your research statement. This reminds the reader of the main point you’ve been trying to prove throughout your paper. Keep it concise and clear.
• Key Points : Summarize the main arguments and key points you’ve made in your paper. Avoid introducing new information in the research paper conclusion. Instead, provide a concise overview of what you’ve discussed in the body of your paper.
• Address the Research Questions : If your research paper is based on specific research questions or hypotheses, briefly address whether you’ve answered them or achieved your research goals. Discuss the significance of your findings in this context.
• Significance : Highlight the importance of your research and its relevance in the broader context. Explain why your findings matter and how they contribute to the existing knowledge in your field.
• Implications : Explore the practical or theoretical implications of your research. How might your findings impact future research, policy, or real-world applications? Consider the “so what?” question.
• Future Research : Offer suggestions for future research in your area. What questions or aspects remain unanswered or warrant further investigation? This shows that your work opens the door for future exploration.
• Closing Thought : Conclude your research paper conclusion with a thought-provoking or memorable statement. This can leave a lasting impression on your readers and wrap up your paper effectively. Avoid introducing new information or arguments here.
• Proofread and Revise : Carefully proofread your conclusion for grammar, spelling, and clarity. Ensure that your ideas flow smoothly and that your conclusion is coherent and well-structured.

Write your research paper conclusion 2x faster with Paperpal. Try it now!

Remember that a well-crafted research paper conclusion is a reflection of the strength of your research and your ability to communicate its significance effectively. It should leave a lasting impression on your readers and tie together all the threads of your paper. Now you know how to start the conclusion of a research paper and what elements to include to make it impactful, let’s look at a research paper conclusion sample.

How to write a research paper conclusion with Paperpal?

A research paper conclusion is not just a summary of your study, but a synthesis of the key findings that ties the research together and places it in a broader context. A research paper conclusion should be concise, typically around one paragraph in length. However, some complex topics may require a longer conclusion to ensure the reader is left with a clear understanding of the study’s significance. Paperpal, an AI writing assistant trusted by over 800,000 academics globally, can help you write a well-structured conclusion for your research paper. 

• Sign Up or Log In: Create a new Paperpal account or login with your details.  
• Navigate to Features : Once logged in, head over to the features’ side navigation pane. Click on Templates and you’ll find a suite of generative AI features to help you write better, faster.  
• Generate an outline: Under Templates, select ‘Outlines’. Choose ‘Research article’ as your document type.  
• Select your section: Since you’re focusing on the conclusion, select this section when prompted.  
• Choose your field of study: Identifying your field of study allows Paperpal to provide more targeted suggestions, ensuring the relevance of your conclusion to your specific area of research. 
• Provide a brief description of your study: Enter details about your research topic and findings. This information helps Paperpal generate a tailored outline that aligns with your paper’s content. 
• Generate the conclusion outline: After entering all necessary details, click on ‘generate’. Paperpal will then create a structured outline for your conclusion, to help you start writing and build upon the outline.  
• Write your conclusion: Use the generated outline to build your conclusion. The outline serves as a guide, ensuring you cover all critical aspects of a strong conclusion, from summarizing key findings to highlighting the research’s implications. 
• Refine and enhance: Paperpal’s ‘Make Academic’ feature can be particularly useful in the final stages. Select any paragraph of your conclusion and use this feature to elevate the academic tone, ensuring your writing is aligned to the academic journal standards. 

By following these steps, Paperpal not only simplifies the process of writing a research paper conclusion but also ensures it is impactful, concise, and aligned with academic standards. Sign up with Paperpal today and write your research paper conclusion 2x faster .  

The research paper conclusion is a crucial part of your paper as it provides the final opportunity to leave a strong impression on your readers. In the research paper conclusion, summarize the main points of your research paper by restating your research statement, highlighting the most important findings, addressing the research questions or objectives, explaining the broader context of the study, discussing the significance of your findings, providing recommendations if applicable, and emphasizing the takeaway message. The main purpose of the conclusion is to remind the reader of the main point or argument of your paper and to provide a clear and concise summary of the key findings and their implications. All these elements should feature on your list of what to put in the conclusion of a research paper to create a strong final statement for your work.

A strong conclusion is a critical component of a research paper, as it provides an opportunity to wrap up your arguments, reiterate your main points, and leave a lasting impression on your readers. Here are the key elements of a strong research paper conclusion: 1. Conciseness : A research paper conclusion should be concise and to the point. It should not introduce new information or ideas that were not discussed in the body of the paper. 2. Summarization : The research paper conclusion should be comprehensive enough to give the reader a clear understanding of the research’s main contributions. 3 . Relevance : Ensure that the information included in the research paper conclusion is directly relevant to the research paper’s main topic and objectives; avoid unnecessary details. 4 . Connection to the Introduction : A well-structured research paper conclusion often revisits the key points made in the introduction and shows how the research has addressed the initial questions or objectives. 5. Emphasis : Highlight the significance and implications of your research. Why is your study important? What are the broader implications or applications of your findings? 6 . Call to Action : Include a call to action or a recommendation for future research or action based on your findings.

The length of a research paper conclusion can vary depending on several factors, including the overall length of the paper, the complexity of the research, and the specific journal requirements. While there is no strict rule for the length of a conclusion, but it’s generally advisable to keep it relatively short. A typical research paper conclusion might be around 5-10% of the paper’s total length. For example, if your paper is 10 pages long, the conclusion might be roughly half a page to one page in length.

In general, you do not need to include citations in the research paper conclusion. Citations are typically reserved for the body of the paper to support your arguments and provide evidence for your claims. However, there may be some exceptions to this rule: 1. If you are drawing a direct quote or paraphrasing a specific source in your research paper conclusion, you should include a citation to give proper credit to the original author. 2. If your conclusion refers to or discusses specific research, data, or sources that are crucial to the overall argument, citations can be included to reinforce your conclusion’s validity.

The conclusion of a research paper serves several important purposes: 1. Summarize the Key Points 2. Reinforce the Main Argument 3. Provide Closure 4. Offer Insights or Implications 5. Engage the Reader. 6. Reflect on Limitations

Remember that the primary purpose of the research paper conclusion is to leave a lasting impression on the reader, reinforcing the key points and providing closure to your research. It’s often the last part of the paper that the reader will see, so it should be strong and well-crafted.

• Makar, G., Foltz, C., Lendner, M., & Vaccaro, A. R. (2018). How to write effective discussion and conclusion sections. Clinical spine surgery, 31(8), 345-346.
• Bunton, D. (2005). The structure of PhD conclusion chapters.  Journal of English for academic purposes ,  4 (3), 207-224.

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How to Write a Conclusion on a Marketing Research Paper

Writing a marketing research paper is a challenging undertaking that requires a great deal of time and preparation. Writing the conclusion to a marketing research paper is relatively straightforward because you've already done all the hard work. A good conclusion summarizes the main argument of your paper and points to the strengths and limitations of your research. A successful conclusion answers the "so what?" question and paves the road for future studies pertaining to your topic. With a nudge in the right direction, you'll write a conclusion that will bring your paper to an effective close.

Summarize the main argument of your paper without repeating too much. Point out why the argument is significant to the research and issue at hand to bring them to a concluding point.

Explain the strengths and limitations of your research and arguments to suggest what future work is required.

Explain the importance of your work and the significance it has to the real world. Answer the question: "How are my arguments and research useful?"

Demonstrate how all the ideas and research you put forth in the paper work together without having to present new information.

Echo the introduction without repeating it word for word to tie the paper together neatly. Explain how the insights and information found in the body of the paper reinforce the ideas suggested by the thesis in the introduction.

End the conclusion with something you want your readers to think about by issuing a challenge to your readers pertaining to how the information presented in the paper can influence their lives.

• Do not present new information in your conclusion; instead, structure your conclusion to reinforce and validate the arguments and research already presented.
• Don't write more than one concluding paragraph. Exercise brevity by writing to the point without exaggerating the content of your paper.
• LEO: Strategies for Writing a Conclusion; Randa Holewa et. al.; February 2004
• ACC: Tips for Writing a Strong Conclusion; Barry Hamilton; October 2005

Based in Victoria, British Columbia, Sebastian Malysa began his writing career in 2010. His work focuses on the general arts and appears on Answerbag and eHow. He has won a number of academic awards, most notably the CTV Award for best proposed documentary film. He holds a Master of Arts in contemporary disability theater from the University of Victoria.

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Home Market Research

Importance of Market Research + Types & How to Plan it.

Market research will help you develop a successful marketing strategy. It is one of the reasons why market research is so important for organizations that want to make informed decisions. This article will highlight the relevance of market research and importance of market research.

For your products and services to be well-accepted by customers, you must know the choices and preferences of your target audience . Market research provides you with essential information about your competitors and existing products. 

The results offer you insights into what it would take to succeed in the market. Hence, organizations base their business decisions on good market research, such as sales and marketing strategies.

LEARN ABOUT: Market research vs marketing research

Market research helps reduce risk by allowing you to determine product features, pricing, and promotions from the outset. It also helps you focus resources where they will be most effective.

LEARN ABOUT: Marketing Insight

This blog will discuss the importance of market research, its types, and how to plan it for your business.

Content Index

What is market research?

Types of market research, the importance of market research for your business, how to plan market research, how questionpro helps in market research.

Market research is a systematic process of gathering, evaluating, and interpreting data. It is the basis of any business that does well. The data could be about a target market, customers, competitors, or the industry as a whole. The research serves a variety of reasons, ranging from identifying a new market to launching a new business.

Market research assists entrepreneurs in making sound business decisions. It may remove the guesswork from innovation and direct resources to the most promising ideas and projects. Different companies conduct market research for different purposes.

Businesses use various types of market research to gather information about their target market, competitors, and market research industry trends . There are two main types of market research: 

• Quantitative research.
• Qualitative research.

Quantitative research

Quantitative research focuses on generating numbers, for example, what percentage of the population buys a specific product. It is conducted using surveys and questionnaires. You can do simple quantitative research yourself by talking to customers. 

More detailed quantitative research can be used to identify markets and understand customer profiles while launching a new product.

Qualitative research

Qualitative research relies on facts and figures to discover what people think and feel about products and what factors affect their purchasing decisions. Researchers use surveys and focus groups to gather this information while interpreting the results is a job that requires certain research skills .

To learn more about the differences and characteristics of these types of research, we recommend reading Qualitative vs. Quantitative Research .

LEARN ABOUT: Qualitative Interview

You can also conduct secondary research using existing surveys and business reports. Use free online information on market size, sales trends, customer profiles, and competitor activity.

Your customer records can give you a wealth of knowledge about purchasing patterns, the most popular services among various demographic groups, etc. 

Market research can help you analyze key trends and predict how the market will change. Here are some of the reasons why market research is important for your business:

Identifies new products and services

Market research can assist you in determining what new products or services the market requires and how you can provide them. Key issues with developing a specific product or service can be identified, allowing you to avoid costly development mistakes. 

It also assists you in determining which factors are most important to customers and how to implement them into what you want to bring to market.

Identifies potential customers

Demographic information such as gender, age, income, occupation, and lifestyle can help you better understand your customer base. If you know who your current customers are, you can target them in the future. Marketing to the wrong type of customer can lead to poor product performance.

Establishes product or service viability

If your company plans to launch a new product or service, you must first determine whether the market is ready for it. Will the product be well received? Is the product required by the customers you want to reach? Will it be workable, and what are the chances of success?

Keeps your company ahead of competitors

Comparative studies are excellent for tracking your competitors’ progress compared to your company’s. 

If they are far ahead of you, this is an excellent opportunity for you to learn what they are doing differently than you. Business strategies can be developed to help you stay ahead of your competitors.

Reduces risk and enhances profitability

Knowledge can help reduce your company’s risks and determine which risks are worth taking based on past and future market trends. 

Market research help in determining market viability , lowering the risk of failure. Understanding your customers’ needs is also important for risk reduction. At the end of the day, lowering risk helps to increase profitability.

Helps to understand existing customers

Your customers are complex, and what they require previously may not be what they require now. To be successful, you must constantly monitor the pulse of your customer base. Market research can help you better understand your current customers. 

The market research also helps to determine customer satisfaction levels. If you discover their low satisfaction levels, you can figure out why and fix it. If it is high, you can figure out why and learn how to keep it that way.

Helps set realistic goals

You can set realistic goals by using current data about your market and customer base. Establishing a growth pattern over time lets you know what to expect in the future and how to really develop that growth. 

Setting attainable goals will save resources, succeed before you start, and miss out on better long-term goals for your company.

Effective market research starts with knowing what you are trying to accomplish and what information you need. You can do it yourself. 

For example, if you are considering buying or renting a store, you can analyze traffic levels at different times. Or you can talk to your potential customers.

However, to make good business decisions , you will need a more comprehensive approach. 

For example, if you conduct a market survey , you will need survey software to design a survey, customize the look and feel and generate reports. You might also want to integrate the tool with other CRM and marketing automation software. 

Survey software can let you export results in standard formats or share the reports with others. You can also create online surveys in multiple languages and let your respondents select the language of their choice.

One of the most important aspects of planning market research is asking the right questions. Design the survey such that it collects meaningful and high-quality data.

If you want to know more about how to do this, we recommend our article: How to Write a Market Research Plan?

LEARN ABOUT:  Test Market Demand

QuestionPro is a market research software platform that assists businesses in conducting various types of market research. It has market research tools to create, distribute, and analyze surveys and other research methods. QuestionPro can assist organizations with their market research in a variety of ways, including:

Surveys: QuestionPro has a full survey builder that lets organizations make their own surveys, add questions, and choose from a variety of question types, like multiple choice, open-ended, and rating scales.

Data collection: QuestionPro enables organizations to collect data via online surveys, email, web pop-ups, and mobile devices. It also provides a variety of data collection methods, including panel sampling, random sampling, and targeted sampling.

Data analysis: To assist organizations in gaining insights from their data, QuestionPro offers a variety of data analysis tools such as cross-tabulation, descriptive statistics, and inferential statistics .

Real-time data reporting: QuestionPro provides real-time data reporting, allowing organizations to monitor the progress of their research in real-time and make changes to their survey design as needed.

Integration with other tools: QuestionPro integrates with a variety of other tools, including Google Analytics, Salesforce, and Zapier, to provide organizations with a comprehensive view of their market research data.

QuestionPro offers businesses a comprehensive platform for conducting market research and gaining valuable insights into their target audience, competitors, and industry trends. It enables businesses to make informed decisions based on data-driven insights.

LEARN ABOUT: market research trends

Market research should be well-structured, concise, and provide useful insights to help the organization make informed decisions. It should also serve as a starting point for future research and assist organizations in identifying areas for improvement in their business strategies.

Market research is an important component that summarizes the research findings and insights. It gives you a clear picture of the market and its trends, consumer behavior, and the overall competitive landscape.

If you are interested in conducting online survey research, QuestionPro can help you. Request a demo and learn how our survey software works and the advantages of using it in your next market research. Get started today!

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Writing a Research Paper Conclusion | Step-by-Step Guide

Published on October 30, 2022 by Jack Caulfield . Revised on April 13, 2023.

• Restate the problem statement addressed in the paper
• Summarize your overall arguments or findings
• Suggest the key takeaways from your paper

The content of the conclusion varies depending on whether your paper presents the results of original empirical research or constructs an argument through engagement with sources .

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Table of contents

Step 1: restate the problem, step 2: sum up the paper, step 3: discuss the implications, research paper conclusion examples, frequently asked questions about research paper conclusions.

The first task of your conclusion is to remind the reader of your research problem . You will have discussed this problem in depth throughout the body, but now the point is to zoom back out from the details to the bigger picture.

While you are restating a problem you’ve already introduced, you should avoid phrasing it identically to how it appeared in the introduction . Ideally, you’ll find a novel way to circle back to the problem from the more detailed ideas discussed in the body.

For example, an argumentative paper advocating new measures to reduce the environmental impact of agriculture might restate its problem as follows:

Meanwhile, an empirical paper studying the relationship of Instagram use with body image issues might present its problem like this:

“In conclusion …”

Avoid starting your conclusion with phrases like “In conclusion” or “To conclude,” as this can come across as too obvious and make your writing seem unsophisticated. The content and placement of your conclusion should make its function clear without the need for additional signposting.

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Having zoomed back in on the problem, it’s time to summarize how the body of the paper went about addressing it, and what conclusions this approach led to.

Depending on the nature of your research paper, this might mean restating your thesis and arguments, or summarizing your overall findings.

Argumentative paper: Restate your thesis and arguments

In an argumentative paper, you will have presented a thesis statement in your introduction, expressing the overall claim your paper argues for. In the conclusion, you should restate the thesis and show how it has been developed through the body of the paper.

Briefly summarize the key arguments made in the body, showing how each of them contributes to proving your thesis. You may also mention any counterarguments you addressed, emphasizing why your thesis holds up against them, particularly if your argument is a controversial one.

Don’t go into the details of your evidence or present new ideas; focus on outlining in broad strokes the argument you have made.

Empirical paper: Summarize your findings

In an empirical paper, this is the time to summarize your key findings. Don’t go into great detail here (you will have presented your in-depth results and discussion already), but do clearly express the answers to the research questions you investigated.

Describe your main findings, even if they weren’t necessarily the ones you expected or hoped for, and explain the overall conclusion they led you to.

Having summed up your key arguments or findings, the conclusion ends by considering the broader implications of your research. This means expressing the key takeaways, practical or theoretical, from your paper—often in the form of a call for action or suggestions for future research.

Argumentative paper: Strong closing statement

An argumentative paper generally ends with a strong closing statement. In the case of a practical argument, make a call for action: What actions do you think should be taken by the people or organizations concerned in response to your argument?

If your topic is more theoretical and unsuitable for a call for action, your closing statement should express the significance of your argument—for example, in proposing a new understanding of a topic or laying the groundwork for future research.

Empirical paper: Future research directions

In a more empirical paper, you can close by either making recommendations for practice (for example, in clinical or policy papers), or suggesting directions for future research.

Whatever the scope of your own research, there will always be room for further investigation of related topics, and you’ll often discover new questions and problems during the research process .

Finish your paper on a forward-looking note by suggesting how you or other researchers might build on this topic in the future and address any limitations of the current paper.

Full examples of research paper conclusions are shown in the tabs below: one for an argumentative paper, the other for an empirical paper.

• Argumentative paper
• Empirical paper

While the role of cattle in climate change is by now common knowledge, countries like the Netherlands continually fail to confront this issue with the urgency it deserves. The evidence is clear: To create a truly futureproof agricultural sector, Dutch farmers must be incentivized to transition from livestock farming to sustainable vegetable farming. As well as dramatically lowering emissions, plant-based agriculture, if approached in the right way, can produce more food with less land, providing opportunities for nature regeneration areas that will themselves contribute to climate targets. Although this approach would have economic ramifications, from a long-term perspective, it would represent a significant step towards a more sustainable and resilient national economy. Transitioning to sustainable vegetable farming will make the Netherlands greener and healthier, setting an example for other European governments. Farmers, policymakers, and consumers must focus on the future, not just on their own short-term interests, and work to implement this transition now.

As social media becomes increasingly central to young people’s everyday lives, it is important to understand how different platforms affect their developing self-conception. By testing the effect of daily Instagram use among teenage girls, this study established that highly visual social media does indeed have a significant effect on body image concerns, with a strong correlation between the amount of time spent on the platform and participants’ self-reported dissatisfaction with their appearance. However, the strength of this effect was moderated by pre-test self-esteem ratings: Participants with higher self-esteem were less likely to experience an increase in body image concerns after using Instagram. This suggests that, while Instagram does impact body image, it is also important to consider the wider social and psychological context in which this usage occurs: Teenagers who are already predisposed to self-esteem issues may be at greater risk of experiencing negative effects. Future research into Instagram and other highly visual social media should focus on establishing a clearer picture of how self-esteem and related constructs influence young people’s experiences of these platforms. Furthermore, while this experiment measured Instagram usage in terms of time spent on the platform, observational studies are required to gain more insight into different patterns of usage—to investigate, for instance, whether active posting is associated with different effects than passive consumption of social media content.

If you’re unsure about the conclusion, it can be helpful to ask a friend or fellow student to read your conclusion and summarize the main takeaways.

• Do they understand from your conclusion what your research was about?
• Are they able to summarize the implications of your findings?
• Can they answer your research question based on your conclusion?

You can also get an expert to proofread and feedback your paper with a paper editing service .

Receive feedback on language, structure, and formatting

Professional editors proofread and edit your paper by focusing on:

• Academic style
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The conclusion of a research paper has several key elements you should make sure to include:

• A restatement of the research problem
• A summary of your key arguments and/or findings
• A short discussion of the implications of your research

No, it’s not appropriate to present new arguments or evidence in the conclusion . While you might be tempted to save a striking argument for last, research papers follow a more formal structure than this.

All your findings and arguments should be presented in the body of the text (more specifically in the results and discussion sections if you are following a scientific structure). The conclusion is meant to summarize and reflect on the evidence and arguments you have already presented, not introduce new ones.

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A Step-by-Step Guide to Conducting Effective Market Research

Market research is the backbone of informed business decisions. Whether you’re a seasoned entrepreneur or just starting, understanding your market is essential for success. 

In this guide, we’ll take you through a step-by-step process for conducting effective market research. We’ll also explore the role of the “Best Business Market Research Company” and the significance of professional “Business Market Research Services.”

Simple Guidance

Define your objectives.

Before diving into research, clearly define your objectives. Ask yourself what you want to achieve through this research. Are you looking to understand your target audience better, evaluate market trends, or assess your competition? Knowing your goals will guide your research efforts.

Identify Your Target Audience

Your target audience is the foundation of your research. Define who your ideal customers are. Consider variuos demographics of data like age, gender, income, and location. Dive deeper into psychographics, including lifestyle, preferences, and behaviors. Understanding your audience helps tailor your research.

Choose Your Research Methods

There are various research methods at your disposal:

• Surveys: Collect data through questionnaires or online surveys.
• Interviews: Conduct one-on-one interviews with industry experts or potential customers.
• Observation: Observe consumer behavior in a natural setting.
• Secondary Research: Utilize existing data, reports, and studies.
• Focus Groups: Gather a small group to discuss their opinions and experiences.

Select methods that align with your objectives and budget.

Gather Data

Execute your chosen research methods. Create surveys, conduct interviews, or observe market trends. Ensure that your data collection process is unbiased and representative of your target audience.

Analyze Data

Once you’ve gathered data thoroughly, it’s time to analyze it deeply. Look for patterns, trends, and insights. Consider using software tools or hiring professionals for complex data analysis.

Evaluate Competitors

To stay competitive, you must know your rivals. Identify variuos key competitors and analyze their strengths or potential and weaknesses. Determine what sets your business apart and how you can capitalize on it.

Professional Market Research Services

Consider enlisting the expertise of a Best Business Market Research Company . These firms specialize in comprehensive market analysis. They have access to vast data resources and employ skilled analysts to provide in-depth insights. Hiring professionals can save you time and ensure the accuracy of your research.

Customer Feedback

Listen to your customers. Their feedback can be a goldmine of information. Conduct customer surveys, read reviews, and engage with them on social media. Their opinions can guide product development and marketing strategies.

Monitor Trends

Market research isn’t a one-time task. Keep an eye on industry trends, consumer behavior, and emerging technologies. Staying up-to-date ensures your business remains relevant.

Make Informed Decisions

The ultimate goal of market research is to make informed decisions. Based on your findings, adjust your business strategies, marketing campaigns, and product offerings. Your research should guide every aspect of your business.

Testing and Refinement

After implementing changes, continuously monitor their impact. Conduct follow-up research to assess their effectiveness. Be prepared to adapt and refine your strategies as needed.

Cost-Benefit Analysis

Evaluate the cost of your market research against the benefits it brings. A well-executed research strategy should generate a significant return on investment.

Ethical Considerations

Respect ethical standards when conducting market research. Ensure data privacy, obtain informed consent from participants, and avoid deceptive practices.

Conclusion And Final Words

Effective market research is the cornerstone of a successful business. It empowers you to make informed decisions, understand your audience, and stay competitive. While you can conduct research independently, leveraging the expertise of a “Best Business Market Research Company” can provide invaluable insights.

In summary, market research is a dynamic and ongoing process. By following these steps and considering the assistance of professional “Business Market Research Services,” you can gain a competitive edge in your industry and steer your business towards growth and success.

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How to write a strong conclusion for your research paper

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17 February 2024

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Writing a research paper is a chance to share your knowledge and hypothesis. It's an opportunity to demonstrate your many hours of research and prove your ability to write convincingly.

Ideally, by the end of your research paper, you'll have brought your readers on a journey to reach the conclusions you've pre-determined. However, if you don't stick the landing with a good conclusion, you'll risk losing your reader’s trust.

Writing a strong conclusion for your research paper involves a few important steps, including restating the thesis and summing up everything properly.

Find out what to include and what to avoid, so you can effectively demonstrate your understanding of the topic and prove your expertise.

• Why is a good conclusion important?

A good conclusion can cement your paper in the reader’s mind. Making a strong impression in your introduction can draw your readers in, but it's the conclusion that will inspire them.

• What to include in a research paper conclusion

There are a few specifics you should include in your research paper conclusion. Offer your readers some sense of urgency or consequence by pointing out why they should care about the topic you have covered. Discuss any common problems associated with your topic and provide suggestions as to how these problems can be solved or addressed.

The conclusion should include a restatement of your initial thesis. Thesis statements are strengthened after you’ve presented supporting evidence (as you will have done in the paper), so make a point to reintroduce it at the end.

Finally, recap the main points of your research paper, highlighting the key takeaways you want readers to remember. If you've made multiple points throughout the paper, refer to the ones with the strongest supporting evidence.

• Steps for writing a research paper conclusion

Many writers find the conclusion the most challenging part of any research project . By following these three steps, you'll be prepared to write a conclusion that is effective and concise.

• Step 1: Restate the problem

Always begin by restating the research problem in the conclusion of a research paper. This serves to remind the reader of your hypothesis and refresh them on the main point of the paper. 

When restating the problem, take care to avoid using exactly the same words you employed earlier in the paper.

• Step 2: Sum up the paper

After you've restated the problem, sum up the paper by revealing your overall findings. The method for this differs slightly, depending on whether you're crafting an argumentative paper or an empirical paper.

Argumentative paper: Restate your thesis and arguments

Argumentative papers involve introducing a thesis statement early on. In crafting the conclusion for an argumentative paper, always restate the thesis, outlining the way you've developed it throughout the entire paper.

It might be appropriate to mention any counterarguments in the conclusion, so you can demonstrate how your thesis is correct or how the data best supports your main points.

Empirical paper: Summarize research findings

Empirical papers break down a series of research questions. In your conclusion, discuss the findings your research revealed, including any information that surprised you.

Be clear about the conclusions you reached, and explain whether or not you expected to arrive at these particular ones.

• Step 3: Discuss the implications of your research

Argumentative papers and empirical papers also differ in this part of a research paper conclusion. Here are some tips on crafting conclusions for argumentative and empirical papers.

Argumentative paper: Powerful closing statement

In an argumentative paper, you'll have spent a great deal of time expressing the opinions you formed after doing a significant amount of research. Make a strong closing statement in your argumentative paper's conclusion to share the significance of your work.

You can outline the next steps through a bold call to action, or restate how powerful your ideas turned out to be.

Empirical paper: Directions for future research

Empirical papers are broader in scope. They usually cover a variety of aspects and can include several points of view.

To write a good conclusion for an empirical paper, suggest the type of research that could be done in the future, including methods for further investigation or outlining ways other researchers might proceed.

If you feel your research had any limitations, even if they were outside your control, you could mention these in your conclusion.

After you finish outlining your conclusion, ask someone to read it and offer feedback. In any research project you're especially close to, it can be hard to identify problem areas. Having a close friend or someone whose opinion you value read the research paper and provide honest feedback can be invaluable. Take note of any suggested edits and consider incorporating them into your paper if they make sense.

• Things to avoid in a research paper conclusion

Keep these aspects to avoid in mind as you're writing your conclusion and refer to them after you've created an outline.

Dry summary

Writing a memorable, succinct conclusion is arguably more important than a strong introduction. Take care to avoid just rephrasing your main points, and don't fall into the trap of repeating dry facts or citations.

You can provide a new perspective for your readers to think about or contextualize your research. Either way, make the conclusion vibrant and interesting, rather than a rote recitation of your research paper’s highlights.

Clichéd or generic phrasing

Your research paper conclusion should feel fresh and inspiring. Avoid generic phrases like "to sum up" or "in conclusion." These phrases tend to be overused, especially in an academic context and might turn your readers off.

The conclusion also isn't the time to introduce colloquial phrases or informal language. Retain a professional, confident tone consistent throughout your paper’s conclusion so it feels exciting and bold.

New data or evidence

While you should present strong data throughout your paper, the conclusion isn't the place to introduce new evidence. This is because readers are engaged in actively learning as they read through the body of your paper.

By the time they reach the conclusion, they will have formed an opinion one way or the other (hopefully in your favor!). Introducing new evidence in the conclusion will only serve to surprise or frustrate your reader.

Ignoring contradictory evidence

If your research reveals contradictory evidence, don't ignore it in the conclusion. This will damage your credibility as an expert and might even serve to highlight the contradictions.

Be as transparent as possible and admit to any shortcomings in your research, but don't dwell on them for too long.

Ambiguous or unclear resolutions

The point of a research paper conclusion is to provide closure and bring all your ideas together. You should wrap up any arguments you introduced in the paper and tie up any loose ends, while demonstrating why your research and data are strong.

Use direct language in your conclusion and avoid ambiguity. Even if some of the data and sources you cite are inconclusive or contradictory, note this in your conclusion to come across as confident and trustworthy.

• Examples of research paper conclusions

Your research paper should provide a compelling close to the paper as a whole, highlighting your research and hard work. While the conclusion should represent your unique style, these examples offer a starting point:

Ultimately, the data we examined all point to the same conclusion: Encouraging a good work-life balance improves employee productivity and benefits the company overall. The research suggests that when employees feel their personal lives are valued and respected by their employers, they are more likely to be productive when at work. In addition, company turnover tends to be reduced when employees have a balance between their personal and professional lives. While additional research is required to establish ways companies can support employees in creating a stronger work-life balance, it's clear the need is there.

Social media is a primary method of communication among young people. As we've seen in the data presented, most young people in high school use a variety of social media applications at least every hour, including Instagram and Facebook. While social media is an avenue for connection with peers, research increasingly suggests that social media use correlates with body image issues. Young girls with lower self-esteem tend to use social media more often than those who don't log onto social media apps every day. As new applications continue to gain popularity, and as more high school students are given smartphones, more research will be required to measure the effects of prolonged social media use.

What are the different kinds of research paper conclusions?

There are no formal types of research paper conclusions. Ultimately, the conclusion depends on the outline of your paper and the type of research you’re presenting. While some experts note that research papers can end with a new perspective or commentary, most papers should conclude with a combination of both. The most important aspect of a good research paper conclusion is that it accurately represents the body of the paper.

Can I present new arguments in my research paper conclusion?

Research paper conclusions are not the place to introduce new data or arguments. The body of your paper is where you should share research and insights, where the reader is actively absorbing the content. By the time a reader reaches the conclusion of the research paper, they should have formed their opinion. Introducing new arguments in the conclusion can take a reader by surprise, and not in a positive way. It might also serve to frustrate readers.

How long should a research paper conclusion be?

There's no set length for a research paper conclusion. However, it's a good idea not to run on too long, since conclusions are supposed to be succinct. A good rule of thumb is to keep your conclusion around 5 to 10 percent of the paper's total length. If your paper is 10 pages, try to keep your conclusion under one page.

What should I include in a research paper conclusion?

A good research paper conclusion should always include a sense of urgency, so the reader can see how and why the topic should matter to them. You can also note some recommended actions to help fix the problem and some obstacles they might encounter. A conclusion should also remind the reader of the thesis statement, along with the main points you covered in the paper. At the end of the conclusion, add a powerful closing statement that helps cement the paper in the mind of the reader.

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

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

What Is Market Research?

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

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

The Purposes of Market Research

Why do market research? It can help you…

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

What Are the Benefits of Market Research?

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

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

What Are the Basic Methods of Market Research?

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

Primary vs. Secondary Market Research

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

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

Primary Market Research

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

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

Secondary Market Research

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

Identify Your Goals and Your Audience

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

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

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

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

How to Do Market Research

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

Secondary Data

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

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

Find Your Customers Online

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

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

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

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

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

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

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

Market Surveys

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

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

Who to Include in Market Surveys

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

Example Questions to Include in Market Surveys

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

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

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

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

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

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

Survey Tools

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

Competitive Analysis

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

Social Media Analysis

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

SEO Analysis and Opportunities

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

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About Mary Kate Miller

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

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How to Write a Conclusion for a Research Paper

• Posted on May 12, 2023

The key to an impactful research paper is crafting an effective conclusion. The conclusion provides a final opportunity to make a lasting impression on the reader by providing a powerful summary of the main argument and key findings.

A well-written conclusion not only summarizes your research but also ties everything back to your thesis statement. Plus, it provides important takeaways for your reader, highlighting what they should remember from your research and how it contributes to the larger academic discourse.

Crafting an impactful conclusion can be tricky, especially in argumentative papers. However, with our expert tips and tricks, you can rest assured that your conclusion will effectively restate the main argument and thesis statement in a way that resonates with your audience and elevates your research to new heights.

Why is a Conclusion Necessary for a Research Paper? 

The conclusion of a research paper is essential in tying together the different parts of the paper and offering a final perspective on the topic. It reinforces the main idea or argument presented and summarizes the key points and findings of the research, highlighting its significance. 

Additionally, the conclusion creates a full circle of the research by connecting back to the thesis statement presented at the paper’s beginning. It provides an opportunity to showcase the writer’s critical thinking skills by demonstrating how the research supports the main argument.

The conclusion is essential for a research paper because it provides closure for the reader. It serves as a final destination that helps the reader understand how all the different pieces of information fit together to support the main argument presented. It also offers insights into how the research can inform future studies and contribute to the larger academic discourse.

It also ensures that the reader does not get lost in the vast amount of information presented in the paper by providing a concise and coherent summary of the entire research. Additionally, it helps the reader identify the paper’s main takeaway and understand how the research contributes to the larger body of knowledge in the field.

Leave a Lasting Impression

A well-crafted conclusion is an essential element of any research paper. Its purpose is to leave a lasting impression on the reader and tie together the different parts of the paper.

To achieve this goal, a conclusion should summarize the main points and highlight the key findings of the research. By doing so, the reader can easily understand the focus and significance of the study.

A strong conclusion should also discuss any important findings that can be applied in the real world. This practical perspective gives readers a better sense of the impact and relevance of the research.

Summarize Your Thoughts

The conclusion of a research paper should be concise and provide a summary of the writer’s thoughts and ideas about the research. 

It should go beyond simply restating the main points and findings and address the “so what” of the research by explaining how it contributes to the existing body of knowledge on the same topic. This way, the conclusion can give readers a better understanding of the research’s significance and relevance to the broader academic community.

Demonstrate How Important Your Idea Is

Moving beyond a superficial overview and delving into the research in-depth is crucial to create a compelling conclusion. This entails summarizing the key findings of the study, highlighting its main contributions to the field, and placing the results in a broader context. Additionally, it would help if you comprehensively analyzed your work and its implications, underscoring its value to the broader academic community. 

New Insights

The conclusion section of a research paper offers an opportunity for the writer to present new insights and approaches to addressing the research problem.

Whether the research outcome is positive or negative, the conclusion provides a platform to discuss practical implications beyond the scope of the research paper. This discussion can help readers understand the potential impact of the research on the broader field and its significance for future research endeavors.

How to Write a Killer Conclusion with Key Points

When writing a conclusion for a research paper, it is important to cover several key points to create a solid and effective conclusion.

Restate the Thesis

When crafting a conclusion, restating the thesis statement is an important step that reminds readers of the research paper’s central focus. However, it should not be a verbatim repetition of the introduction. 

By restating the thesis concisely and clearly, you can effectively tie together the main ideas discussed in the body of the paper and emphasize the significance of the research question. However, keep in mind that the restated thesis should capture the essence of the paper and leave the reader with a clear understanding of the main topic and its importance.

Summarize the Main Points

To write an impactful conclusion, summarizing the main points discussed in the body of the paper is essential. This final section provides the writer with a last opportunity to highlight the significance of their research findings. 

However, it is equally important to avoid reiterating information already discussed in the body of the paper. Instead, you should synthesize and summarize the most significant points to emphasize the key findings. By doing so, the conclusion can effectively tie together the research findings and provide a clear understanding of the importance of the research topic.

Discuss the Results or Findings

The next step is to discuss the results or findings of the research. The discussion of the results or findings should not simply be a repetition of the information presented in the body of the paper.

Instead, it should provide a more in-depth analysis of the significance of the findings. This can involve explaining why the findings are important, what they mean in the context of the research question, and how they contribute to the field or area of study. 

Additionally, it’s crucial to address any limitations or weaknesses of the study in this section. This can provide a more balanced and nuanced understanding of the research and its implications. By doing so, the reader will have a better understanding of the scope and context of the study, which can ultimately enhance the credibility and validity of the research.

Ruminate on Your Thoughts

The final step to crafting an effective conclusion is to ruminate on your thoughts. This provides an opportunity to reflect on the meaning of the research and leaves the reader with something to ponder. Remember, the concluding paragraph should not introduce new information but rather summarize and reflect on the critical points made in the paper.

Furthermore, the conclusion should be integrated into the paper rather than presented as a separate section. It should provide a concise overview of the main findings and suggest avenues for further research.

Different Types of Conclusions 

There are various types of conclusions that can be employed to conclude a research paper effectively, depending on the research questions and topic being investigated.

Summarizing

Summarizing conclusions are frequently used to wrap up a research paper effectively. They restate the thesis statement and provide a brief overview of the main findings and outcomes of the research. This type of conclusion serves as a reminder to the reader of the key points discussed throughout the paper and emphasizes the significance of the research topic.

To be effective, summarizing conclusions should be concise and to the point, avoiding any new information not previously discussed in the body of the paper. Moreover, they are particularly useful when there is a clear and direct answer to the research question. This allows you to summarize your findings succinctly and leave the reader with a clear understanding of the implications of the research.

Externalizing

On the opposite end of the spectrum are externalizing conclusions. Unlike summarizing conclusions, externalizing conclusions introduce new ideas that may not be directly related to the research findings. This type of conclusion can be beneficial because it broadens the scope of the research topic and can lead to new insights and directions for future research.

By presenting new ideas, externalizing conclusions can challenge conventional thinking in the field and open up new avenues for exploration. This approach is instrumental in fields where research is ongoing, and new ideas and approaches are constantly being developed.

Editorial conclusions are a type of conclusion that allows the writer to express their commentary on the research findings. They can be particularly effective in connecting the writer’s insights with the research conducted and can offer a unique perspective on the research topic. Adding a personal touch to the conclusion can help engage the reader and leave a lasting impression.

Remember that regardless of the type of conclusion you choose, it should always start with a clear and concise restatement of the thesis statement, followed by a summary of the main findings in the body paragraphs. The first sentence of the conclusion should be impactful and attention-grabbing to make a strong impression on the reader.

What to Avoid in Your Conclusion

When crafting your conclusion, it’s essential to keep in mind several key points to ensure that it is effective and well-received by your audience:

• Avoid introducing new ideas or topics that have not been covered in the body of your paper.
• Refrain from simply restating what has already been said in your paper without adding new insights or analysis.
• Do not apologize for any shortcomings or limitations of your research, as this can undermine the importance of your findings.
• Avoid using overly emotional or flowery language, as it can detract from the professionalism and objectivity of the research.
• Lastly, avoid any examples of plagiarism. Be sure to properly cite any sources you have used in your research and writing.

Example of a Bad Conclusion

• Recapitulation without Insight: In conclusion, this paper has discussed the importance of exercise for physical and mental health. We hope this paper has been helpful to you and encourages you to start exercising today.
• Introduction of New Ideas: In conclusion, we have discussed the benefits of exercise and how it can improve physical and mental health. Additionally, we have highlighted the benefits of a plant-based diet and the importance of getting enough sleep for overall well-being.
• Emotional Language: In conclusion, exercise is good for your body and mind, and you should definitely start working out today!

Example of a Good Conclusion

• Insights and Implications: In light of our investigation, it is evident that regular exercise is undeniably beneficial for both physical and mental well-being, especially if performed at an appropriate duration and frequency. These findings hold significant implications for public health policies and personal wellness decisions.
• Limitations and Future Directions: While our investigation has shed light on the benefits of exercise, our study is not without limitations. Future research can delve deeper into the long-term effects of exercise on mental health and explore the impact of exercise on specific populations, such as older adults or individuals with chronic health conditions.
• Call to Action: In conclusion, we urge individuals to prioritize exercise as a critical component of their daily routine. By making exercise a habit, we can reap the many benefits of a healthy and active lifestyle.

Final Thoughts 

When writing a research paper, the conclusion is one of the most crucial elements to leave a lasting impression on the reader. It should effectively summarize the research and provide valuable insights, leaving the reader with something to ponder.

To accomplish this, it is essential to include vital elements, such as restating the thesis , summarizing the main points, and discussing the findings. However, it is equally important to avoid common mistakes that can undermine the effectiveness of the conclusion, such as introducing new information or repeating the introduction. 

So to ensure that your research is of the highest quality, it’s crucial to use proper citations and conduct a thorough literature review. Additionally, it is crucial to proofread the work to eliminate any errors. 

Fortunately, there are many available resources to help you with both writing and plagiarism prevention. Quetext , for example, offers a plagiarism checker, citation assistance, and proofreading tools to ensure the writing is top-notch. By incorporating these tips and using available resources, you can create a compelling and memorable conclusion for readers. 

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What is Market Research: Key Insights

Market research is the process of gathering, analysing, and interpreting information about a market, including information about the target audience, competitors, and industry trends. This blog explores "What is Market Research?" highlighting its definition, importance, types, methods, real-world applications, challenges, and tools.

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Have you ever wondered, “What is Market Research?” It’s like having a roadmap for the business world, offering clear visions of customer desires and market shifts. Market Research is the detective work behind successful brands, uncovering clues and piecing together the consumer puzzle. It’s the key to unlocking what makes customers tick, shaping products that they’ll love, and sparking marketing messages that capture hearts.

Market Research isn’t just about collecting data; it’s about weaving that data into strategies that win markets. Ready to decode the secrets of success? Let’s dive into the captivating world of Market Research!

Table of Contents 

1) Understanding What is Market Research

2) Importance of Market Research 

3) Types of Market Research 

4) Market Research Methods

5) Real-world Applications of Market Research

6) Challenges in Market Research 

7) Market Research Tools

8) Conclusion

Understanding What is Market Research 

Market Research is a careful and organised way of collecting, analysing, and understanding information about a particular market or industry. Its main goal is to help organisations learn about their target audience, competitors, and the market they work in.

With clear goals, organisations can choose research methods, such as surveys, interviews, focus groups, observations, or a mix of these. These methods gather both detailed and numerical data, giving a clear picture of the market.  

Importance of Market Research 

 Here are some simple yet crucial reasons why Market Research matters:

Understanding Customers 

Market Research makes it easier for business organisations to have a real understanding of their consumers, their buying habits, and anything that may interest them. Using such knowledge, firms can enhance their goods and services in a way that will ensure satisfaction of the customer needs and hence improve the loyalty of the customers.

Identifying Opportunities 

Market Research helps consumer-facing organisations to understand missing opportunities and the trends in the market. It helps them capture new opportunities in the market and create new strategies that would fit the consumer requirements, thus expanding the market share and sales. 

Optimising Marketing Strategies 

Market Research helps in the formulation of efficient promotion strategies by identifying the channels, means, and situations to find potential customers. This knowledge aids marketers in crafting persuasive messages and identifying the suitable channel of communication, thus achieving a high level of effectiveness of marketing communication.

Mitigating Risks 

Businesses need to minimise uncertainty and gain better knowledge about their consumers and competitors through Market Research data. It limits the chances of going wrong when developing new products or venturing into new segments since decisions are made in reference to facts rather than educated guesses.

Competitor Insights 

Market Research provides insights into competitors' strengths and weaknesses. This information allows businesses to change their strategies, differentiate their offerings, and develop a competitive edge in the market. 

Informed Expansion 

Before entering new markets, businesses can conduct Market Research to understand local preferences and cultural nuances. This insight informs strategic decisions, minimises risks, and increases the chances of successful expansion. 

Types of Market Research 

There are two types of Market Research: primary and secondary research. These methods offer distinct approaches to gathering and analysing information.

Primary Research 

Primary research includes collecting new data directly from sources through methods such as surveys, interviews, and focus groups. This type of research provides firsthand insights and specific data tailored to a particular need or question. It is highly valuable for detailed and targeted analysis, allowing businesses to gain an understanding of their target audience and market dynamics.

Secondary Research 

Secondary research involves analysing existing data that has already been collected by others. This can include reports, studies, and statistical data from government agencies, industry associations, and other organisations. Secondary research is often more cost-effective and quicker to access than primary research. It provides a detailed understanding of market trends and general information.

Market Research Methods

Market Research is essential for understanding consumer needs, preferences, and market dynamics. Here are some of them:

a) Focus Groups: Focus groups involve gathering a small, diverse group of people to discuss a product, service, or concept in-depth. This method allows researchers to gather rich, qualitative data and insights based on participants' interactions and discussions.

b) Interviews: Interviews are one-on-one conversations between a researcher and a participant. They can be structured, semi-structured, or unstructured, providing detailed qualitative data about individual perspectives, experiences, and opinions.

c) Surveys: Surveys are a quantitative research method involving structured questionnaires to collect data from a large number of respondents. They can be conducted online, via phone, or in person and are useful for gathering broad, generalisable insights.

d) Consumer Research with Social Media Listening: It involves monitoring social media platforms to gather insights about consumer opinions, trends, and behaviours. This method helps researchers understand public sentiment and identify emerging trends in real time.

e) Observation: Observation involves watching and recording Consumer Behaviours in natural settings. This method provides valuable insights into actual behaviours and interactions with products or services.

f) Competitive Analysis: Competitive analysis involves examining competitors' products, services, marketing strategies, and market positions. This method helps businesses understand their competitive landscape, find opportunities and threats, and develop effective strategies.

g) Public Domain Data: It includes information available from government reports, industry publications, academic research, and other publicly accessible sources. This data is valuable for understanding market trends, demographics, and economic conditions.

h) Analyse Sales Data: Analysing sales data involves examining a company's sales records to identify trends, patterns, and performance metrics. This method provides insights into consumer preferences, product performance, and market dynamics, helping inform strategic decisions.

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Real-world Applications of Market Research

Market Research isn't just a theoretical concept – it's a practical tool with a wide range of applications across various industries. Here's a detailed exploration of how Market Research is applied in the real world:

a) Innovation and Product Development: Applied research, a type of research, is crucial for driving innovation. It involves using existing knowledge to address practical issues, leading to the development of new products, services, or Market Research Processes that improve existing practices.

b) Resource Optimisation: Market Research helps companies optimise their resources by focusing efforts on promising opportunities and avoiding areas with less potential for success.

c) Social Impact: Market Research can also contribute to societal benefits by addressing issues such as healthcare improvements, environmental sustainability, and technological advancements.

d) Segmentation and Targeting: Statistical analysis of Market Research data can reveal specific segments of the population that are more likely to purchase certain products. It enables companies to customise their offerings and marketing efforts more effectively.

e) Brand Perception: It is crucial to understand how consumers perceive a brand. It can reveal brand associations, levels of brand awareness, and attitudes towards the brand. This information helps businesses shape their branding strategies, improve brand positioning, and monitor brand health over time.

f) Trend Identification: It plays a vital role in identifying emerging trends within an industry or market. By analysing data over time, businesses can spot patterns and predict future movements. This allows companies to stay ahead of their competitors by adapting to trends early and capitalising on new market opportunities.

Challenges in Market Research 

While Market Research is a powerful tool, it comes with its own set of challenges that researchers and businesses must navigate. Here' are  some of the key challenges faced in the Market Research: 

a) Bias in Data Collection: Biases might arise from leading survey questions, sample selection that isn't representative, or the researcher's assumptions. Ensuring a neutral and unbiased approach is crucial to maintaining the integrity of the collected data.  

b) Data Accuracy: The reliability of Market Research hinges on accurate data collection. Errors can occur during data entry, survey responses, or measurements. These inaccuracies can lead to flawed conclusions and misguided decisions. Rigorous validation processes and double-checking data can help mitigate this challenge. 

c) Rapidly Changing Markets: In fast-paced industries, trends can shift swiftly, rendering data outdated. Market Research that becomes obsolete too quickly may result in strategies that are misaligned with current market dynamics. Staying current with up-to-date data and regular research updates is essential in these dynamic sectors. 

d) Sample Size and Representativeness: The size and composition of the sample used for research can significantly impact its validity. A sample that's too small might not accurately reflect the entire target population, leading to unreliable conclusions.   

e) Data Privacy and Ethics: Collecting and using personal data raises ethical concerns, especially in an era of privacy awareness. Striking a balance between gathering necessary information and respecting participant privacy is essential.   

f) Interpretation of Qualitative Data: Qualitative data, gathered through techniques like interviews and focus groups, can be challenging to analyse objectively. Interpretation can be subjective and influenced by researchers' biases.  

Market Research Tools

These tools help businesses make decisions and develop effective strategies. Here are some of them:

Online Survey Platforms

Online survey platforms like SurveyMonkey, Google Forms, and Qualtrics allow researchers to design and distribute surveys easily. These platforms offer various question types, customisation options, and data analysis features to gather and interpret quantitative data efficiently.

Social Media Analytics Tools

Tools like Hootsuite, Brandwatch, and Sprout Social help monitor and analyse social media interactions. These tools provide insights into consumer sentiment, engagement metrics, and trending topics, enabling businesses to understand their online presence and audience better.

Customer Relationship Management (CRM) Software

CRM software like Salesforce, HubSpot, and Zoho CRM helps manage customer interactions and data throughout the customer lifecycle. These tools give valuable insights into customer behaviour, preferences, and purchasing patterns.

Web Analytics Tools

Tools like Google Analytics and Adobe Analytics analyse website traffic, user behaviour, and conversion rates. These tools help businesses understand how visitors interact with their websites and find areas for improvement.

Competitive Intelligence Tools

Competitive intelligence tools like SEMrush, SimilarWeb, and Ahrefs provide insights into competitors' strategies, website performance, and market positioning. These tools help businesses identify opportunities and threats in the competitive landscape.

Data Visualisation Tools

Data visualisation tools like Tableau, Power BI, and D3.js help transform raw data into interactive and visual representations. These tools make it easier to find trends, patterns, and insights, facilitating better decision-making.

Market Research Panels

Market research panels like Ipsos, Nielsen, and Toluna provide access to a pre-recruited group of respondents who participate in various research studies. These panels offer reliable and diverse data for market analysis.

Sentiment Analysis Tools

Sentiment analysis tools like Lexalytics, MonkeyLearn, and IBM Watson analyse text data to determine the sentiment behind consumer opinions. These tools help businesses understand public perception and sentiment trends.

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Conclusion 

For any organisation to be successful, it is essential to grasp the concept of ‘What is Market Research?’. Understanding its significance, categories, techniques, uses, and tools can help businesses learn more about market trends and customers’ actions. However, Market Research plays an important role in decision making, management of strategies and staying on top of the competition in today’s world.

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Frequently Asked Questions

The Five W’s of Marketing Research include who is to be surveyed, what is to be said to and asked of the consumers, where and when the research is to be conducted, and why the research is being conducted. These questions ensure comprehensive and focused data collection for actionable insights.

The six types of questions are multiple-choice, rating scale, Likert scale, open-ended, demographic, and ranking questions. Each type has a specific purpose in gathering quantitative or qualitative data: to understand respondents' opinions, behaviours, and characteristics.

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Market Research: What It Is, Why It Matters, and How To Get It Right

What is market research?

What is market research used for? How important is it? And, how do you choose the right type of research for your business?

Sit back, take five, and I’ll explain the different types of research , what tools are best for the job, and how you can leverage them to grow your business and master your market .

Market research definition:

Market research means to systematically collect and analyze data about a target market or defined segment. It’s a multivariate process that uncovers key facts and insights to inform decisions.

Whether you’re launching a new product , looking for ways to expand a business, or seeking out efficiencies in an existing company, market research is a highly effective way to flesh-out ideas, innovate, and grow. 

Advantages of market research

Market research helps you identify your greatest strengths, threats, and opportunities. It can help you find your way when markets become tough to predict and find efficient ways to grow your business .

• Reduce costs
• Define detailed customer personas
• Make data-driven decisions
• Find new opportunities for growth
• Unpack competitor’s successes
• Develop an informed content marketing strategy
• Identify trends
• Inform market analysis
• Discover the best marketing channels to use
• Find the best ways to communicate with customers
• Benchmark performance against rivals

Online market research can help the whole business at any stage of its life. When practiced consistently and systematically, you can realize its many benefits.

Why is market research important?

Market research helps you identify your greatest threats. And it also gives you a clear picture of opportunities you can capitalize on for greater returns on your business investments, or ROI.

Understanding your specific market on different levels and from different perspectives helps you reach well-informed, data-informed decisions . The process can involve multiple phases. But, if you follow a systematic approach using a market research template , your efforts will pay off.

To skip ahead and start right now, download our free pack of market research templates.

Different types of market research

Market research is a questions and answers game. Once you’ve asked the important questions, you’ll need to choose the right type of research to get your answers. There are four core types of research, each of which can be applied to help you solve a problem or gather insights to inform key decisions.

Primary market research

Primary market research is the first-hand collection of data. It’s data that’s not available to others, and can be obtained in a number of ways. Here are the most common.

• Web Metrics Use analytics software that provides traffic and engagement metrics to understand how audiences behave.
• Observation To observe how users behave and navigate your site, you can install software that records visits and creates heatmaps. Such tools are useful for qualitative research regarding your UX/UI and at the same time, quantify the findings.
• Customer surveys Survey questionnaires and polls can be distributed to any number of customers through email, SMS, your site, or social media. They let you collect both qualitative and quantitative data from respondents using open-ended questions.
• Focus groups You select a small number of people for a group discussion. A moderator leads the session with questions and records the conclusions. This is also a form of qualitative research, and you would use it to get in-depth information.
• Face-to-face interviews Another qualitative assessment method is one-on-one interviews. Consumers representative of your target audience or a segment of it are selected to answer questions about a specific research topic.
• Phone calls To involve a larger number of people and get more answers, you can conduct surveys over the phone. These interviews would be less specific and include fewer questions.

Helpful: A complete guide to doing primary market research

Secondary market research

Secondary research is second-hand data that has already been produced. It’s available to all who wish to consume it. Using this type of data is preferred by those who wish to keep costs low, as it can be quicker and freely available.

• Government reports and census data Annual, quarterly, and other periodic industry reports are a rich data source to tap into. Government organizations publish statistics in areas of trade, ecommerce, and finance.
• Academic papers and educational resources University research is a source of high-quality information. This is useful for in-depth background information on a broad scale.
• Online articles and case studies, public and commercial sources Industry-specific publications can be a valuable source of information for market segmentation, providing you with data and insights on market trends or a specific market segment or niche.

Further reading: A complete guide to doing desk research

Qualitative market research

Qualitative market research is one of the best ways to understand how people think or feel about a brand, product, or service. It takes more time to plan and analyze the results than other market research types. However, with tools like market research surveys , there are quick and effective ways to do it.

As some of the methods are outlined in the primary and secondary research sections, I’ve included a short list of qualitative research methods below.

• Focus groups
• Case study or whitepaper 
• Online forums
• Biometrics 
• Ethnography

Helpful: Read the complete guide to qualitative research and 83 qualitative research questions & examples

Quantitative market research

Quantitative market research is all about numbers. It collects numerical data to help answer specific research questions . The information collected can be easily quantified and analyzed to establish trends, insights, and patterns.

With this type of research, you’ve got three core data collection methods. However, you’ve also got to consider the design of the research, which can impact which method is used.

What is market research used for?

The applications for market research are virtually limitless. Market research can help you unravel the most complex of business challenges to reach data-driven decisions , and when used consistently, it can help you navigate turbulent times, fuel growth, and support your success . Here are just a few examples of what market research is used for, with a few real-world examples thrown in for good measure.

1. Company research

Market research allows you to shine a spotlight on any business and unpack its wins and losses for your own gain. Let’s say you are doing market research for a business plan ; you’ll likely want to evaluate the successes of others in your industry. Doing systematic company research is a proven way to inform a SWOT analysis .

Doing industry analysis can show you who your industry leaders are , along with any emerging players showing exponential growth.

Let’s say I want to find out which companies to research, I would use Similarweb Digital Research Intelligence to analyze an industry. Here, I can see who my top companies to watch are instantly. It also shows me other companies showing rapid growth in my market.

Read More: How to Research a Company: The Ultimate Guide

2. Competitive benchmarking

Most of your relevant data will come from your competition. If you plan to offer something that’s new for you but already exists in the market, learn from other’s mistakes and successes. If your goal is to evaluate and optimize, collect competitors’ data, and compare it to yours. See what works for them, find their weak spots, and improve on them.

What market research gives you here, is the ability to systematically compare each of your rivals. And, it’s not as complex as it sounds either. Simply choose a type of competitive analysis frameworks to use, complete the template for each; then compare the results to uncover relevant insights.

Read More: The Why and How of Competitive Benchmarking

3. Trendspotting

Another objective for market researchers is to forecast upcoming trends. Data collection over time helps you understand the dynamics of the market. Some markets have strong seasonal fluctuations. Increased shopping during December is an obvious example, but often these shifts are not always evident unless you measure and analyze them specifically.

With the data from your historical market research, you can evaluate their impact and the likelihood you will keep seeing these trends. Based on that, you can make predictions about future developments.

4. Audience analysis

Who will find your product most useful and why? 

Examining the size of your audience and the existing demand for your product or services is crucial. Understanding  your target audience allows you to build your product offering and marketing strategy more efficiently. You also want to learn first-hand where people buy this type of product and how much they are willing to spend so that you can estimate your reachable market share .

Here’s a quick example of how we use Similarweb to do effective audience analysis . You can unpack key audience demographics for any site you choose. And get up-to-date stats about gender, age, location, interests, browsing habits, and more.

5. Market segmentation

There are lots of ways to segment a market. Doing this well can deliver higher conversions, reduce costs, redefine marketing strategies, and help you connect with customers on a more personal level. Market research can help you do most types of market segmentation, the most widely adopted of all is demographic segmentation. Here, you look for shared but specific characteristics of a target audience.

Using Similarweb, I can view audience demographics for a website, and compare it side-by-side with rival sites. In this example, I am looking at hotel booking sites to try and spot any difference between the respective audiences of each.

Helpful: Read our complete guide to market segmentation

6. Marketing strategy

Market research can also help you reach the right decision regarding where to advertise or market your business. After analyzing the data, you’ll know which marketing channels are most effective with your target audience. You can also use research to look at the specific keywords and ad creatives that are generating the best responses and ROI.

Similarweb Digital Research Intelligence makes this type of research effortless. Within the marketing channels tab, you can analyze an entire industry or hone in on a specific site of interest. View the various channels across social media, email, direct, organic search, paid search, and display ads to see which channels convert and where the highest channel traffic comes from.

7. Customer experience

Market research is your best way to get information that isn’t naturally visible but that may significantly affect your business. Just think, the fact that your users don’t complain doesn’t necessarily mean they are all delighted with what you offer.

While some customers tend to keep their criticism to themselves, others will be vocal and leave reviews online. Market research is a powerful tool to help inform improvements to services and products alike. Asking for feedback, listening to it, and looking at the feedback left for rivals in your market can uncover telling insights that can shape service offerings, marketing campaigns, and new feature development.

To see what people use market research for and view real-world instances of research in action, head over to our market research examples page.

Tools for market research

When we look at what market research is, the answer is always rooted in data . Over 100 years ago, vehicle manufacturers undertook extensive research to help them develop different models to suit various segments of society. Fast-forward 100 years, and we find similar applications still exist. However, what’s changed are the tools being used and, more importantly, the accessibility of those tools to a far broader audience .

There are more market intelligence tools in existence today than ever before. Here’s a quick summary of a few you can use to collect information for your market research.

• Google Trends Google Trends is a valuable resource for quantitative research data about market tendencies and user behavior.

• Similarweb Research Intelligence Get the freshest digital intelligence from a platform that shows the insights that count. With the ability to analyze an entire market in an instant and unpick competitors’ wins and losses online, you can count on it to help you perform quick and effective market research.
• Hotjar The digital tool lets you observe and record user behavior on your website. It also creates heatmaps of your pages so you can analyze how visitors navigate.
• SurveyMonkey Create your own online survey with this free tool. SurveyMonkey provides templates for questionnaires and lets you distribute them through your various channels, then collect and interpret results.
• YouGov This platform offers its users daily with thousands of data points and statistics on consumer attitudes, opinions, and behavior.
• Pew Research Center This non-profit organization conducts and publishes public opinion polling, demographic research, content analysis, and other data-driven social science research.
• Living Facts The site provides current statistics about the American population, including demographics, social and health issues, opinions, and more.

Read this post to see what market research tools are hot right now.

Wrapping up: what is market research

Market research is insight. It gives you information to fuel key decisions in your business. Without it, companies must navigate their market uncertainly and make key decisions based on instinct or outdated data.

Similarweb transforms the way companies do market research . There’s no expensive outlay for prolonged research reports that take an age to produce. The data is the freshest there is; it’s credible and shows traffic trends and comparable performance like no other.

Try using it to answer your next big market research question.

Stop Guessing, Start Analyzing

Get actionable insights for market research here

What are the benefits of market research?

Effective market research helps businesses understand and improve their position while also identifying potential threats and opportunities, while also spotting emerging trends .

What is the main purpose of market research?

The main benefit of market research is insight. It can give you access to the data you need to make decisions in your business. Before you invest money or time in any venture, use market research to inform your decision.  

What’s the difference between primary and secondary market research?

Primary research is research you conduct on your own that uses numbers and metrics, and secondary research is research that was done by someone else with a qualitative focus.

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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The Ultimate Guide to Market Research: Types, Benefits, and Real-World Examples

Team Fratzke

Today's consumers hold a lot of power when making purchase decisions. With a quick inquiry in a search engine or search bar within a social media platform, they can access genuine reviews from their peers without relying on sales reps.

Considering this shift in consumer behavior, adjusting your marketing strategy so it caters to the modern-day buying process is essential . To achieve this, you must thoroughly understand your target audience, the market you operate in, and the factors influencing their decision-making.

This is where market research can be leveraged so you stay current with your audience and industry. 

Article Overview

In this article, we’ll walk you through everything you need to know about how to conduct market research, including:

• Why market research is essential for understanding your target audience, the market you operate in, and factors influencing decision-making
• What are the different types of market research, such as primary and secondary market research
• How to collect information about your customers and target market to determine the success of a new or existing product, improve your brand, and communicate your company's value
• Real-world examples of companies leveraging market research

What is market research?

Market research is a necessary process that involves collecting and documenting information about your target market and customers. This helps you determine the success of a new product, improve an existing one, or understand how your brand is perceived. You can then turn this research into profits by  developing marketing strategies and campaigns to effectively communicate your company's value .

While market research can provide insights into various aspects of an industry, it is not a crystal ball that can predict everything about your customers. Market researchers typically explore multiple areas of the market, which can take several weeks or even months to get a complete picture of the business landscape.

Even by researching just one of those areas, you can gain better insights into who your buyers are and what unique value proposition you can offer them that no other business currently provides.

Of course, you can simply use your industry experience and existing customer insights to make sound judgment calls. However, it's important to note that market research provides additional benefits beyond these strategies. There are two things to consider:

• Your competitors also have experienced individuals in the industry and a customer base. Your immediate resources may equal those of your competition's immediate resources. Seeking a larger sample size for answers can provide a better edge.
• Your brand's customers do not represent the entire market's attitudes, only those who are attracted to your brand.

The market research services industry is experiencing rapid growth , indicating a strong interest in market research as we enter 2024. The market is expected to grow from approximately $75 billion in 2021 to $90.79 billion in 2025, with a compound annual growth rate of 5%. 

Your competitors have highly skilled individuals within the industry, meaning your available personnel resources are likely similar to those of your competitors. So what are you going to do to get ahead?

You’re going to do thorough market research, which is why seeking answers from a larger sample size is essential. Remember that your customers represent only a portion of the market already attracted to your brand, and their attitudes may not necessarily reflect those of the entire market. You could be leaving money on the table by leaving out untapped customers .

Why do market research?

Market research helps you meet your buyers where they are. Understanding your buyer's problems, pain points, and desired outcomes is invaluable as our world becomes increasingly noisy and demanding. This knowledge will help you tailor your product or service to appeal to them naturally. 

What’s even better is when you're ready to grow your business, market research can also guide you in developing an effective market expansion strategy.

Market research provides valuable insights into factors that impact your profits and can help you to :

• Identify where your target audience and current customers are conducting their product or service research
• Determine which competitors your target audience looks to for information, options, or purchases
• Keep up with the latest trends in your industry and understand what your buyers are interested in
• Understand who makes up your market and what challenges they are facing
• Determine what influences purchases and conversions among your target audience
• Analyze consumer attitudes about a particular topic, pain, product, or brand
• Assess the demand for the business initiatives you're investing in
• Identify unaddressed or underserved customer needs that can be turned into selling opportunities
• Understand consumer attitudes about pricing for your product or service.

Market research provides valuable information from a larger sample size of your target audience, enabling you to obtain accurate consumer attitudes. By eliminating any bias or assumptions you have about your target audience, you can make better business decisions based on the bigger picture. 

As you delve deeper into your market research, you will come across two types of research: primary and secondary market research . Simply put, think of two umbrellas beneath market research - one for primary and one for secondary research. In the next section, we will discuss the difference between these two types of research. That way, if you work with a market who wants to use them, you’ll be ready with an understanding of how they can each benefit your business.

Primary vs. Secondary Research

Both primary and secondary research are conducted to collect actionable information on your product. That information can then be divided into two types: qualitative and quantitative research. Qualitative research focuses on public opinion and aims to determine how the market feels about the products currently available. On the other hand, quantitative research seeks to identify relevant trends in the data gathered from public records. 

Let's take a closer look at these two types.

Primary Research

Primary research involves gathering first-hand information about your market and its customers. It can be leveraged to segment your market and create focused buyer personas . Generally, primary market research can be categorized into exploratory and specific studies.

Exploratory Primary Research

This type of primary market research is not focused on measuring customer trends; instead, it is focused on identifying potential problems worth addressing as a team. It is usually conducted as an initial step before any specific research is done and may involve conducting open-ended interviews or surveys with a small group of people.

Specific Primary Research

After conducting exploratory research, businesses may conduct specific primary research to explore issues or opportunities they have identified as necessary. Specific research involves targeting a smaller or more precise audience segment and asking questions aimed at solving a suspected problem. Specific primary research reveals problems that are unique to your audience so you can then offer a unique (and valuable) solution.

Secondary Research

Secondary research refers to collecting and analyzing data that has already been published or made available in public records. This may include market statistics, trend reports, sales data, and industry content you already can access. Secondary research really shines when you go to your competitors . The most commonly used sources of secondary market research include:

• Public sources
• Commercial sources
• Internal sources

Public Sources

When conducting secondary market research, the first and most accessible sources of information are usually free . That’s right–these public sources are free and at your fingertips so there’s no reason for you to not be checking them out and leveraging them for your own gain.

One of the most common types of public sources is government statistics. According to Entrepreneur, two examples of public market data in the United States are the U.S. Census Bureau and the Bureau of Labor & Statistics. These sources offer helpful information about the state of various industries nationwide including:

Commercial Sources

Research agencies such as Pew, Fratzke, Gartner, or Forrester often provide market reports containing industry insights from their own in-depth studies . These reports usually come at a cost if you want to download and obtain the information, but these agencies are experts at what they do, so the research is most likely valuable.

Internal Sources

Internal sources of market data can include average revenue per sale, customer retention rates, and other data on the health of old and new accounts. They are often overlooked when it comes to conducting market research because of how specific the data is; however, these sources can be valuable as they provide information on the organization's historical data.

By analyzing this information, you can gain insights into what your customers want now . In addition to these broad categories, there are various ways to conduct market research. Let’s talk about them.  

Types of Market Research

• Interviews (in-person or remote)

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.

Interviews can be conducted face-to-face or virtually, allowing for a natural conversation flow while observing the interviewee's body language. By asking questions about themselves, the interviewee can help you create buyer personas , which are made by using information about the ideal customer, such as:

• Family size 
• Challenges faced at work or in life 

And other aspects of their lifestyle. This buyer profile can shape your entire marketing strategy , from the features you add to your product to the content you publish on your website. Your target audience will feel that the marketing was made just for them and will be drawn to your product or service.

Focus groups are market research involving a few carefully selected individuals who can test your product, watch a demonstration, offer feedback, and answer specific questions. This research can inspire ideas for product differentiation or highlight the unique features of your product or brand that set it apart from others in the market.  This is a great market research option to gain specific feedback, which you can use to improve your services .

Product/Service Use Research

Product or service usage research provides valuable insights into how and why your target audience uses your product or service.  This research can help in various ways including:

•  Identifying specific features of your offering that appeal to your audience. 
• Allowing you to assess the usability of your product or service for your target audience. 

According to a report published in 2020, usability testing was rated the most effective method for discovering user insights, with a score of 8.7 out of 10. In comparison, digital analytics scored 7.7, and user surveys scored 6.4.

Observation-based research is a process that involves observing how your target audience members use your product or service. The way that you intended your product or service to be used may not be the actual way that it is used. Observation-based research helps you understand what works well in terms of customer experience (CX) and user experience (UX), what problems they face, and which aspects of your product or service can be improved to make it easier for them to use.

To better understand how your potential customers make purchasing decisions in your industry, it is essential to know who they are. This is where buyer persona research comes in handy. Buyer or marketing personas are fictional yet generalized representations of your ideal customers. They give you someone to whom you want your marketing efforts to empathize and move, even though they don’t really exist. 

Gathering survey data and additional research to correctly identify your buyer personas will help you to visualize your audience so you can streamline your communications and inform marketing strategy . Key characteristics to include in a buyer persona are:

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

Market segmentation research enables you to classify your target audience into various groups or segments based on specific and defining characteristics. This method allows you to understand their needs, pain points, expectations, and goals more effectively.

Pricing research can provide valuable insights about the prices of similar products or services in your market. It can help you understand what your target audience expects to pay for your offerings and what would be a reasonable price for you to set. Correct pricing is important because if you set it too high, consumers will go to your cheaper competitor; but if you set it too low, your consumers may become suspicious of your product or service and still end up with your competitor. This information allows you to develop a solid pricing strategy aligning with your business goals and objectives. 

Competitive Analysis

Competitive analyses are incredibly valuable as they provide a deep understanding of your market and industry competition. Through these analyses, you can gain insights like: 

• What works well in your industry 
• What your target audience is already interested in regarding products like yours
• Which competitors you should work to keep up with and surpass 
• How you can differentiate yourself from the competition

Understanding customer satisfaction and loyalty is crucial to encouraging repeat business and identifying what drives customers to return (such as loyalty programs, rewards, and exceptional customer service). Researching this area will help you determine the most effective methods to keep your customers coming back again and again. If you have a CRM system, consider further utilizing automated customer feedback surveys to improve your understanding of their needs and preferences.

Brand awareness research helps you understand the level of familiarity your target audience has with your brand. It provides insights into your audience members' perceptions and associations when they think about your business.This type of research reveals what they believe your brand represents. This information is valuable for developing effective marketing strategies, improving your brand's reputation, and increasing customer loyalty .

To improve your marketing campaigns, you need to research by analyzing the success of your past campaigns among your target audience and current customers. This requires experimentation and thoroughly examining the elements that resonate with your audience. By doing so, you can identify the aspects of your campaigns that matter most to your audience and use them as a guide for future campaigns. 

Now that you understand the different market research categories and types let's look at how to conduct your market research.  Using our expertise and experience, we’ve created a step-by-step guide to conducting market research.

How to Do Market Research (Detailed Roadmap)

• Define the problem or objective of the research. 
• Determine the type of data needed. 
• Identify the sources of data. 
• Collect the data. 
• Analyze the data. 
• Interpret the results. 
• Report the findings. 
• Take action based on the findings.

1. Define the problem or objective of the research

Defining the problem or objective of the research is the first step in conducting market research. This involves identifying the specific issue that the research is trying to address. It is essential to be clear and specific about the research problem or objective, as it will guide the entire research process.

2. Determine the type of data needed

After defining the research problem or objective, the next step is determining the data type needed to address the issue. This involves deciding whether to collect primary or secondary data. Primary data is collected directly from the source, while secondary data is collected from existing sources such as government reports or market research studies.

3. Identify the sources of data

Once the data type has been determined, the next step is identifying the data sources. This involves identifying potential sources of primary and secondary data that can be used to address the research problem or objective. Primary data sources can include surveys, focus groups, and interviews, while secondary data sources can include government reports, industry publications, and academic journals.

4. Collect the data

After identifying the data sources, the next step is to collect the data. This involves designing and implementing a data collection plan consistent with the research problem or objective. The data collection plan should specify the methods and procedures for collecting data, sample size, and sampling method.

5. Analyze the data

Once the data has been collected, the next step is to analyze the data. This involves organizing, summarizing, and interpreting the data to identify patterns, relationships, and trends. The research problem or objective should guide the data analysis process and be conducted using appropriate statistical methods and software.

6. Interpret the results

After analyzing the data, the next step is to interpret the results. This involves drawing conclusions from the data analysis and using the results to address the research problem or objective. It is essential to analyze the results objectively and to avoid making assumptions or drawing conclusions that are not supported by the data.

7. Report the findings

Try identifying common themes to create a story and action items.To make the process easier, use your favorite presentation software to create a report, as it will make it easy to add quotes, diagrams, or call clips.

Feel free to add your flair, but the following outline should help you craft a clear summary:

• Background: What are your goals, and why did you conduct this study?
• Participants: Who you talked to? A table works well to break groups down by persona and customer/prospect.
• Executive Summary: What were the most exciting things you learned? What do you plan to do about it?
• Key Findings: Identify the key findings using data visualizations and emphasize key points.
• Recommendations + Action Plan: Your analysis will uncover actionable insights to fuel strategies and campaigns you can run to get your brand in front of buyers earlier and more effectively. Provide your list of priorities, action items , a timeline, and its impact on your business.

8. Take action based on the findings

The final step in conducting market research is to take action based on the findings. This involves using the results to make informed decisions about the marketing strategy, product development, or other business decisions. It is important to use the findings to drive action and to monitor and evaluate the effectiveness of the action taken continuously.

How to Prepare for Market Research Projects

Identify a persona group to engage, prepare research questions for your market research participants, list your primary competitors.

The idea is to use your persona as a reference point for understanding and reaching out to your industry's audience members. Your business might cater to more than one persona, and that's completely acceptable! However, you must be mindful of each persona while strategizing and planning your content and campaigns. 

How to Identify the Right People to Engage for Market Research

When selecting a group on which to conduct market research , it is essential to consider individuals with the same characteristics as your target audience. 

If you need to research multiple target audiences, recruit separate groups for each one. Select people who have recently interacted with you by looking through social media for post interactions or seeing if they’ve made recent purchases from you.

If you are planning to conduct an evaluation, it is recommended that you focus on people who have completed it within the last six months. However, if you have a longer sales cycle or a specific market, you can extend the period up to a year. It is crucial to ask detailed questions during the evaluation, so the participants' experience must be fresh.

Gather a mix of participants

If you want to expand your customer base, you’re going to want to get viewpoints of your product or service from every angle. Consider getting this mix by recruiting individuals who have already purchased your product, those who have bought a competitor's product, and those who haven't purchased anything. While targeting your existing customers may be the easiest option, gathering information from non-customers can help you gain a more balanced market perspective .

We recommend taking the following steps to select a mix of participants:

• Create a list of customers who made a recent purchase . This is usually the most accessible group to recruit. If you have a CRM system with list segmentation capabilities, run a report of deals that closed within the past six months and filter it for the characteristics you're looking for. Otherwise, work with your sales team to get them a list of appropriate accounts.
• Create a list of customers who were in an active evaluation but didn't make a purchase. You should get a mix of buyers who either purchased from a competitor or decided not to purchase. Again, you can obtain this list from your CRM or your Sales team's system to track deals.
• Use social media to call for participants. Try reaching out to people who follow you on social media but decided not to buy from you. Some may be willing to talk to you and explain why they did not purchase your product.
• Leverage your network . Spread the word that you're conducting a study to your coworkers, former colleagues, and LinkedIn connections. Even if your direct connections don't qualify, some will likely have a coworker, friend, or family member who does.
• Choose an incentive to motivate participants to spend time on your study. If you're on a tight budget , you can reward participants for free by giving them exclusive access to content. 

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• Digital Marketing Strategy: Keep It Simple
• 5 Marketing Predictions for the Looming Recession
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• Marketing Operations Framework - The Five Ps
• Biggest Marketing Challenges Leaders Face
• Digital Marketing Benchmarks & KPIs - How To Compare Your Performance

Preparation is key when conducting research in hopes of gaining productive and informative conversations. This involves creating a discussion guide, whether it is for a focus group, an online survey, or a phone interview. The guide should help you cover all the relevant topics and manage your time efficiently.

The discussion guide should be in an outline format, with an allocated time and open-ended questions for each section. All the questions must be open-ended, as asking closed questions may lead the interviewee to respond with a simple "yes" or "no" answer. You may need more detailed answers to make informed decisions, so be sure to ask follow-up questions as necessary.  Also leave out any leading questions as they may unintentionally influence the interviewee's response, skewing your research results.

It's essential to identify your competitors accurately and you may even have some hidden in plain sight.  There are some instances where your company's business division might compete with your main product or service, even though that company's brand might have a different focus. Take a look at Apple:  the company is known primarily for its laptops and mobile devices, but Apple Music competes with Spotify over its music streaming service.

From a content perspective, you might compete with a blog, YouTube channel, or similar publication for inbound website visitors — even though their products don't overlap with yours. An example of this is when a toothpaste company might compete with publications like Health.com or Prevention on specific blog topics related to health and hygiene, even though the magazines don't sell oral care products.

Here are a few ways to build your competitor list:

• Check your industry quadrant on G2 Crowd: This is a significant first step for secondary market research in some industries. G2 Crowd aggregates user ratings and social data to create "quadrants" that show companies as contenders, leaders, niche players, or high performers in their respective industries. G2 Crowd specializes in digital content, IT services, HR, e-commerce, and related business services.
• Download a market report: Companies like Forrester and Gartner offer free and gated market forecasts yearly on the vendors leading their industry. On Forrester's website, for example, you can select "Latest Research" from the navigation bar and browse Forrester's latest material using a variety of criteria to narrow your search. These reports are good assets to save on your computer.
• Use social media : Social networks can be excellent company directories if you use the search bar correctly. On LinkedIn, for example, select the search bar and enter the name of the industry you're pursuing. Then, under "More," select "Companies" to narrow your results to the businesses that include this or a similar industry term on their LinkedIn profile.

Identifying Content Competitors

Search engines can be beneficial when it comes to secondary market research . To identify the online publications competing with your business, start with the overarching industry term you identified earlier, and then come up with more specific industry terms that are related to your company . For example, if you run a catering business, you might consider yourself a "food service" company, as well as a vendor in "event catering," "cake catering," "baked goods," and so on.

Once you have this list, follow these steps:

• Google it: Running a search on Google for the industry terms that describe your company can be very beneficial. You may come across a mix of product developers, blogs, magazines, and other websites.
• Compare your search results against your buyer persona: Remember the persona you created during the primary research stage? You can use it to evaluate whether a publication you found through Google could steal website traffic from you. If the website's content aligns with what your buyer persona would want to see, it is a potential competitor and should be added to your list of competitors.

After a series of similar Google searches for the industry terms you identify with, look for repetition in the website domains that have come up.

When searching, examine the first two or three pages of results. These websites are considered reputable sources of content in your industry and should be monitored closely as you create your collection of videos, reports, web pages, and blog posts.

Market Research Examples

Mcdonald's focus on customer feedback and profiling.

McDonald's invests in developing a detailed consumer profile to attract and retain customers, including parents of young children who appreciate the family-friendly atmosphere and menus. The brand seeks feedback from customers through surveys and questionnaires in stores, social media, and its mobile app. It also monitors customer feedback on digital channels.

Nike's Extensive Research and Collaboration for Running Shoes Development

Nike invests heavily in creating running shoes that cater to the needs of its customers, which it determines through extensive market research and customer surveys. The brand goes to great lengths to understand its customers' preferences, such as the type of running surface, the distance they run, and their running style, to develop shoes that meet their specific needs.

In addition to customer surveys, Nike also collaborates with athletes to develop shoes that cater to their specific requirements. This research helps Nike improve its existing running shoe models and innovate new ones, ensuring that the brand stays ahead of the competition.

Disney employs focus groups that specifically cater to children to test out their new characters and ideas.

The Walt Disney Company invests millions of dollars in creating captivating stories tested for their effectiveness with children, the intended audience. Disney executives hold focus groups with preschoolers and kindergartners several times a year to gather their opinions and feedback on TV episodes, Disney characters, and more. 

This market research strategy is effective because children are the ultimate audience that Disney aims to please. The collected feedback helps the company improve existing content to meet the preferences of its audience and ensure continued success as a multi-billion dollar enterprise.

KFC tested its meatless product in specific markets before launching it nationwide.

In 2019, KFC began developing and testing a meatless version of its famous chicken. However, instead of immediately launching the product nationwide, they decided to test it in select stores in the Atlanta, Georgia area. 

This is an innovative and practical approach to market research, as it allows the company to determine the product's sales performance on a smaller scale before committing too many resources to it. If the meatless chicken fails to gain popularity in Georgia, KFC can make the necessary changes to the product before introducing it to the broader market.

Yamaha conducted a survey to determine whether to use knobs or sliding faders on the Montage keyboard.

Yamaha is a Japanese corporation that produces various products, from motorcycles to golf cars to musical instruments. When it began developing its new Montage keyboard, the team was unsure whether to use knobs or sliding faders on the product. 

To address this dilemma, Yamaha used Qualtrics to send a survey to their customers. Within just a few hours , they received 400 responses. By using survey feedback, Yamaha ensured that it was designing a product that would perfectly meet the preferences of its audiences.

The Body Shop used social listening to determine how to reposition brand campaigns based on customer feedback.

The Body Shop is a well-known brand that offers ethically sourced and natural products. They take pride in their core value of sustainability. The Body Shop team tracked conversations to understand the sustainability subtopics that were most important to their audiences. 

They found that their customers cared a lot about refills. Based on this information, the Body Shop team confidently relaunched their Refill Program across 400 stores globally in 2021, with plans to add another 400 in 2022. Market research confirmed that their refill concept was on the right track and also highlighted the need for increased efforts to demonstrate how much the Body Shop cares about its customers' values .

VideoTranscript

The takeaway.

Fratzke Consulting offers a comprehensive suite of market research services to help brands gain valuable insights into their target market, competitors, and industry trends. Our expert team utilizes various primary and secondary research methods to gather accurate and unbiased data, including surveys, competitive research, and industry reports. With Fratzke Consulting, you'll have the tools to succeed in today's rapidly evolving business landscape.

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How to Do Market Research: A Definitive Guide

Article Snapshot

Section 1: introduction to market research.

Before we dive into the intricacies of market research, let's first establish a solid understanding of what it entails. Market research is the systematic process of collecting, analyzing, and interpreting data about a target market or industry. It involves gathering information about potential customers, their needs and preferences, as well as assessing the overall market landscape and identifying opportunities for growth.

Market research plays a vital role in shaping business strategies and decision-making processes. It helps businesses identify market trends, evaluate product or service viability, understand customer behavior, and develop effective marketing campaigns. By leveraging market research, companies can minimize risks, optimize resources, and increase their chances of success.

Section 2: Preparing for Market Research

Before embarking on any market research endeavor, it is crucial to establish clear objectives and determine the appropriate research methodology. In this section, we will guide you through the essential steps of preparing for market research.

Defining Research Objectives

The first step in any market research project is to define clear research objectives. These objectives should align with your business goals and provide a framework for your research efforts. Whether you aim to understand customer satisfaction, evaluate market potential for a new product, or analyze competitor strategies, defining specific and measurable objectives is essential to ensure the research is focused and effective.

Choosing the Right Research Methodology

Once you have defined your research objectives, the next step is to select the most appropriate research methodology. There are various methodologies available, each with its strengths and limitations. Qualitative research methods, such as interviews and focus groups, allow for in-depth exploration of customer opinions and perceptions. On the other hand, quantitative research methods, like surveys and data analysis, provide statistical insights and numerical data.

Creating a Research Plan

To ensure the success of your market research endeavor, it is essential to develop a comprehensive research plan. A research plan outlines the steps, timeline, budget, and resources required for your market research project. By creating a well-structured plan, you can effectively manage your research activities, allocate resources efficiently, and stay on track to achieve your research objectives.

Section 3: Conducting Primary Market Research

Primary market research involves collecting firsthand data directly from your target audience. This section will explore various primary research methods and provide insights into how to conduct effective primary market research.

Survey Research

Surveys are a popular and effective method for gathering primary research data. They allow businesses to collect a large volume of data from a diverse audience. Designing effective survey questions, selecting appropriate survey administration methods, and maximizing response rates are crucial elements to consider when conducting survey research.

Interviews and Focus Groups

Interviews and focus groups offer a more in-depth understanding of customer opinions and behaviors. By engaging directly with participants, businesses can explore complex topics and gain valuable insights. This section will cover techniques for conducting successful interviews and focus groups, as well as analyzing and interpreting the qualitative data obtained.

Observational Research

Observational research involves observing and analyzing consumer behavior in real-life situations. This method provides rich insights into consumer interactions, preferences, and decision-making processes. We will discuss different types of observational research and address ethical considerations associated with this methodology.

Section 4: Gathering and Analyzing Secondary Market Research

Secondary market research involves gathering existing data and information from various sources. This section will explore reliable sources for secondary research data, data collection methods, and techniques for analyzing and interpreting secondary research findings.

Sources of Secondary Research Data

Identifying reputable sources for secondary market research data is crucial for obtaining accurate and reliable information. We will explore a wide range of sources, including market research firms, industry reports, government publications, and online databases.

Data Collection and Analysis

Once you have gathered the secondary research data, the next step is to organize and analyze it effectively. This section will provide insights into various data collection methods and techniques for analyzing and interpreting secondary research findings. We will also discuss the utilization of data visualization tools to present data in a visually appealing and informative manner.

Section 5: Utilizing Market Research Findings

Market research findings hold immense value only when they are effectively utilized to drive business growth. In this section, we will explore how to interpret and apply research findings, communicate results, and continually monitor and evaluate market research efforts.

Interpreting and Applying Research Findings

Interpreting research findings accurately is vital to extract actionable insights. We will discuss techniques and strategies for interpreting research findings and applying them to make informed business decisions. Real-world case studies will be presented to illustrate the practical application of market research findings.

Communicating Research Results

Effectively communicating research results is essential for ensuring that the insights gained are understood and utilized by key stakeholders. This section will provide tips for creating visually appealing and informative research reports and delivering impactful presentations to stakeholders and decision-makers.

Monitoring and Evaluating Market Research

Market research is an ongoing process, and continuous monitoring and evaluation are crucial to stay abreast of market trends and changes. We will explore strategies for tracking market dynamics, monitoring the effectiveness of research efforts, and adjusting research strategies based on feedback and evolving market conditions.

Understanding the Importance of Market Research

Market research is an indispensable component of any successful business strategy. It provides crucial insights into customer behavior, market trends, and competitor analysis, enabling businesses to make informed decisions and gain a competitive edge. In this section, we will explore the significance of market research and its role in driving business success.

The Value of Market Research

Market research serves as a guiding light for businesses, helping them navigate the complex landscape of consumer demands and market dynamics. By conducting thorough research, businesses can gain a deep understanding of their target audience, identify unmet needs, and develop products or services that truly resonate with their customers.

One of the primary benefits of market research is its ability to minimize risk. By gathering data and insights before launching a new product or expanding into a new market, businesses can assess market potential, evaluate customer preferences, and anticipate potential challenges. This proactive approach reduces the likelihood of costly mistakes and increases the chances of success.

Moreover, market research plays a vital role in identifying and capitalizing on market opportunities. By staying attuned to market trends, businesses can spot emerging consumer needs, industry shifts, and technological advancements. Armed with this knowledge, they can adapt their strategies, develop innovative solutions, and stay ahead of the competition.

Market research also provides a solid foundation for effective marketing campaigns. By understanding the target audience's preferences, motivations, and pain points, businesses can tailor their messaging, positioning, and communication channels to effectively reach and engage their customers. This targeted approach not only increases customer acquisition but also enhances customer loyalty and brand advocacy.

The Risks of Neglecting Market Research

Failing to conduct market research can have dire consequences for businesses. Without a deep understanding of their target audience, businesses risk developing products or services that do not meet customer needs or preferences. This can lead to low customer satisfaction, decreased sales, and ultimately, business failure.

Additionally, neglecting market research can result in missed opportunities. In a rapidly evolving marketplace, failing to track consumer trends, competitor strategies, and industry shifts can leave businesses lagging behind. By the time they realize the need for change, it may be too late to catch up, leading to lost market share and diminished competitiveness.

Furthermore, without market research, businesses may struggle to effectively allocate their resources. They may invest in marketing campaigns that do not resonate with their target audience or allocate resources to markets with limited potential. This misalignment of resources can drain finances and hinder overall business growth.

The Role of Market Research in Decision-Making

Market research serves as a compass for decision-making, guiding businesses in making strategic choices based on data-driven insights. Whether it is launching a new product, entering a new market, or adjusting pricing strategies, market research provides the necessary information to make informed decisions.

By conducting market research, businesses can gain a comprehensive understanding of their target audience's preferences, needs, and behaviors. This knowledge allows them to develop products or services that align with customer expectations, resulting in higher customer satisfaction and increased sales.

Market research also empowers businesses to assess the competitive landscape. By studying competitors' strengths, weaknesses, and market positioning, businesses can identify gaps and opportunities for differentiation. This knowledge enables them to develop unique value propositions and competitive strategies that set them apart from their rivals.

Additionally, market research helps businesses evaluate the effectiveness of their marketing efforts. By measuring key performance indicators (KPIs) and analyzing consumer responses, businesses can identify areas for improvement and refine their marketing strategies. This iterative approach ensures that marketing budgets are optimized and yields the highest return on investment (ROI).

In conclusion, market research is an invaluable tool for businesses aiming to thrive in a competitive marketplace. By understanding the importance of market research and leveraging its insights, businesses can make informed decisions, minimize risks, seize opportunities, and ultimately drive sustainable growth. Now that we have established the significance of market research, let's delve into the practical steps of preparing for and conducting market research.

Preparing for Market Research

Before diving into market research, it is crucial to lay a solid foundation by preparing for the research process. This section will explore the essential steps involved in preparing for market research, including defining research objectives, selecting the appropriate research methodology, and creating a comprehensive research plan.

Clearly defining research objectives is the cornerstone of any successful market research project. Research objectives serve as guiding principles that outline the specific goals and outcomes you hope to achieve through your research efforts. These objectives should be specific, measurable, achievable, relevant, and time-bound (SMART).

When defining your research objectives, consider what you aim to accomplish. Are you seeking to understand customer preferences for a new product? Do you want to assess market potential for a specific geographic region? Defining clear and focused research objectives will help you stay on track and ensure that your research efforts yield actionable insights.

Once you have defined your research objectives, the next step is to select the most appropriate research methodology. Different research methodologies offer unique advantages and are suited for different research objectives.

Qualitative research methods, such as interviews and focus groups, provide in-depth insights into customer opinions, attitudes, and perceptions. These methods allow for rich, nuanced data collection and are particularly useful for exploring complex topics or understanding the underlying motivations and emotions driving consumer behavior.

Quantitative research methods, on the other hand, involve the collection and analysis of numerical data. Surveys and questionnaires are common quantitative research tools that allow for large-scale data collection. These methods are useful for measuring customer satisfaction, analyzing customer preferences, and identifying statistical relationships between variables.

It's important to choose a research methodology that aligns with your research objectives, budget, and time constraints. Consider the advantages and limitations of each methodology and select the one that will provide the most relevant and accurate data for your specific research needs.

A well-structured research plan is essential for conducting market research efficiently and effectively. A research plan serves as a roadmap that outlines the steps, timeline, budget, and resources required for your research project.

By creating a comprehensive research plan, you can ensure that your market research efforts are well-organized, efficient, and yield valuable insights. The plan will also serve as a reference point to track progress and make adjustments as needed throughout the research process.

Now that you understand the importance of preparing for market research, we will delve into the practicalities of conducting primary market research in the next section.

Conducting Primary Market Research

Survey research is one of the most commonly used methods for collecting primary research data. Surveys allow businesses to gather a large volume of data from a diverse audience efficiently. They can be conducted through various channels, including online surveys, phone interviews, or in-person questionnaires.

When designing a survey, it is important to carefully craft the survey questions to ensure they are clear, unbiased, and relevant to the research objectives. Use a combination of open-ended and closed-ended questions to gather both qualitative and quantitative data. Open-ended questions provide respondents with the opportunity to express their opinions and provide detailed feedback, while closed-ended questions offer predefined response choices that can be easily analyzed.

To maximize response rates, it is essential to carefully consider the survey administration method. Online surveys are cost-effective and convenient, allowing respondents to complete the survey at their convenience. Phone interviews provide a personal touch and allow for follow-up questions, while in-person questionnaires enable businesses to interact directly with respondents. Choosing the appropriate survey administration method depends on factors such as target audience demographics, research objectives, and available resources.

Additionally, it is crucial to consider respondent fatigue and survey length. Long and tedious surveys can lead to decreased response rates and inaccuracies in responses. Keep the survey concise, focused, and engaging to ensure higher participation and reliable data.

Interviews and focus groups provide valuable qualitative insights into consumer opinions, preferences, and behaviors. These methods allow businesses to engage directly with participants and gain a deeper understanding of their thoughts and motivations.

Interviews can be conducted in-person, over the phone, or through video calls. They provide an opportunity to ask probing questions, delve into specific topics, and explore in-depth responses. The interviewer can adapt the questioning based on the participant's responses, allowing for a dynamic and personalized conversation.

Focus groups involve bringing together a small group of individuals to discuss a specific topic or product. This method allows participants to interact with one another, share their opinions, and generate insights through group discussions. Focus groups provide a unique perspective by capturing the collective thoughts and experiences of the participants.

To conduct successful interviews and focus groups, it is essential to carefully plan the session. Develop a discussion guide or interview script that includes a set of key questions or topics to cover. This will ensure consistency and enable comparability across interviews or focus groups. Actively listen to participants, encourage open and honest responses, and create a comfortable environment for sharing opinions.

Qualitative data obtained from interviews and focus groups require careful analysis. Use techniques such as thematic analysis or coding to identify recurring themes, patterns, and insights. These qualitative insights can provide valuable context and depth to complement quantitative data collected through surveys or other methods.

Observational research involves observing and analyzing consumer behavior in real-life settings. This method allows businesses to gain insights into consumer interactions, preferences, and decision-making processes. It can be particularly useful in retail environments, public spaces, or during product usage.

Participant observation involves immersing oneself in the context being studied and actively participating in the observed activities. This method allows researchers to gain firsthand experience and capture the nuances of behavior and interactions. Non-participant observation, on the other hand, involves observing from a distance without directly engaging with the participants. This method allows for more objective observations and avoids potential biases that may arise from researcher-participant interaction.

When conducting observational research, it is essential to consider ethical considerations and obtain necessary permissions, especially in public spaces or when observing sensitive behavior. Maintain confidentiality and anonymity of participants and ensure that the research does not infringe upon their privacy.

Observational research often involves recording observations through notes, photographs, or video recordings. These records serve as valuable data for analysis and interpretation. Analyze the collected data by identifying patterns, behaviors, and trends. Observational research findings can be used to supplement and validate other primary research methods, providing a comprehensive understanding of consumer behavior.

As we have explored the various primary research methods, it is important to note that choosing the appropriate method depends on the research objectives, target audience, available resources, and the depth of insights required. By carefully selecting and conducting primary market research methods, businesses can uncover valuable insights about their target audience, preferences, and behaviors.

Gathering and Analyzing Secondary Market Research

While primary market research provides valuable firsthand data, secondary market research involves gathering existing data and information from various sources. This section will explore the sources of secondary research data and provide insights into data collection methods and techniques for analyzing and interpreting secondary research findings.

Secondary market research relies on existing data and information that has been collected by others. There are various sources from which businesses can gather secondary research data, including:

When gathering secondary research data, it is crucial to consider the reliability and credibility of the sources. Ensure that the data comes from reputable sources and is up-to-date. Cross-referencing information from multiple sources can help validate the accuracy and consistency of the data.

Once you have gathered the relevant secondary research data, the next step is to organize and analyze it effectively. The process of data collection and analysis involves several key steps:

Secondary research findings should be interpreted and used in conjunction with primary research data to gain a comprehensive understanding of the market landscape. Combining primary and secondary research data allows for triangulation, validation, and a more holistic analysis of the research objectives.

By effectively gathering and analyzing secondary research data, businesses can gain valuable insights into market trends, consumer behavior, and industry dynamics. These insights serve as a foundation for informed decision-making, strategy formulation, and staying ahead of the competition.

Utilizing Market Research Findings

Interpreting and analyzing research findings is a critical step in extracting actionable insights that can drive business decisions. Here are some key considerations when interpreting and applying research findings:

Remember that market research is an iterative process, and new insights may emerge as you delve deeper into the data. Continuously revisit and refine your interpretation of the research findings to ensure that you capture the most accurate and valuable insights.

Effectively communicating research results is crucial to ensure that the insights gained are understood and utilized by key stakeholders. Here are some tips for communicating research results:

Market research is an ongoing process that requires continuous monitoring and evaluation. Here are some key aspects to consider when monitoring and evaluating market research efforts:

By monitoring and evaluating market research efforts, you can ensure that the insights gained are effectively utilized and that your research strategies remain aligned with the evolving market landscape.

In conclusion, effectively utilizing market research findings is essential for driving business growth and staying ahead of the competition. By interpreting and applying research findings, communicating results effectively, and continuously monitoring and evaluating research efforts, businesses can make informed decisions, improve customer experiences, and seize market opportunities.

Conclusion: The Power of Market Research

Market research is a powerful tool that empowers businesses to make informed decisions, understand their target audience, and gain a competitive edge. Throughout this comprehensive guide, we have explored the various aspects of market research, from understanding its importance to conducting primary and secondary research, and utilizing research findings effectively. Now, let's recap the key points and emphasize the power of market research in driving business success.

Market research serves as a compass for businesses, guiding them through the complex landscape of consumer demands, market trends, and competitor analysis. By conducting thorough research, businesses can gain valuable insights into their target audience, identify market opportunities, and mitigate risks. Market research enables businesses to make informed decisions, optimize resources, and drive sustainable growth.

One of the primary benefits of market research is its ability to provide a deep understanding of customer preferences and needs. By gaining insights into customer behavior, businesses can develop products and services that truly resonate with their target audience, leading to higher customer satisfaction and loyalty.

Market research also enables businesses to stay ahead of the competition. By monitoring market trends, tracking competitor activities, and assessing industry dynamics, businesses can identify emerging opportunities and adapt their strategies accordingly. This flexibility allows businesses to maintain a competitive edge and seize market opportunities before their competitors.

Furthermore, market research plays a vital role in effective marketing campaigns. By understanding consumer preferences, motivations, and pain points, businesses can tailor their messaging, positioning, and communication channels to reach and engage their target audience more effectively. This targeted approach increases customer acquisition, enhances brand perception, and drives business growth.

However, market research is not a one-time endeavor. It requires continuous monitoring and evaluation to stay attuned to evolving market trends, consumer preferences, and competitive dynamics. By monitoring key metrics, tracking market trends, and gathering ongoing customer feedback, businesses can refine their strategies, identify areas for improvement, and deliver exceptional customer experiences.

In conclusion, market research is an indispensable tool for businesses aiming to thrive in a competitive marketplace. By understanding the importance of market research, preparing thoroughly, conducting primary and secondary research effectively, interpreting and applying research findings, and continuously monitoring and evaluating research efforts, businesses can gain a deeper understanding of their target audience, make informed decisions, and drive business growth. Embrace the power of market research and unlock the endless opportunities it holds for your organization.

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Why Market Research Is Important for Strategic Decision Making

by Sarah Schmidt , on May 29, 2018

Consider the following scenarios:

• A CEO who is thinking about making a large acquisition to enter a new market
• A product developer working to stay ahead of shifting trends
• A management consultant advising a client on how to reboot their business
• A brand manager creating buyer personas to shape marketing efforts
• An entrepreneur building a pitch to secure funding from venture capitalists

Each of these individuals may have previous experiences and gut instincts that inform their thinking and planning, but they must also incorporate high-quality data and analysis into their decision-making process in order to understand the bigger picture, persuade key stakeholders, and back up their conclusions.

Risk is inherent in each of these situations, and a fumble at the wrong moment can lead to serious consequences for an individual’s career success and a company’s longevity. When the competition is fierce and the margin of error is thin, relying on faulty assumptions can be fatal.

As we explore in the white paper The Importance of Market Research for Validation and Decision Making , high-quality industry research can mitigate these risks by helping to test your hypotheses, validate your insights, and build your sense of confidence.

Why You Need an Outside Point of View

Since 2000, more than half of the companies in the Fortune 500 have merged, gone bankrupt, or been acquired, according to Forbes . A new generation of innovative companies has sprung up, creating unique business paradigms for the organizations of tomorrow.

In this volatile environment, it’s not enough to just predict or forecast within the existing scope of business (though you should). To avoid getting “Ubered” like the cab industry, companies must leverage accurate data and qualitative assessments about the industry direction and identify gaping holes in customer satisfaction that outsiders may prey on. Rigorous analysis should be used to drive decision making and adapt in a timely manner, and in this regard, third-party market research can protect you in more ways than one.

Market research can open your eyes to products and trends beyond your own company and help you become more aware of influential variables such as:

• New technology
• Rising competitors
• Shifting consumer preferences
• Socio-economic changes
• New regulations
• Growing and shrinking markets
• Potential new partners and suppliers

With adequate research, you can seize valuable opportunities for product development and new market entry. You can also make more prudent investments — increasing spending on markets that still have room for growth and re-evaluating investments in markets with lower demand.

Market research can also give you the foundation you need to make other pivotal shifts in your business. For example, you may find that you need to build new external partnerships to quickly adapt to technological changes (such as cloud computing, virtual reality, or automation), or it may be in the best interest of your company to acquire a start-up to maintain a foothold in an evolving industry (such as Walmart acquiring Jet.com to boost its e-commerce side of the business).

Making smart business decisions — and gaining buy-in from stakeholders along the way — is much easier when you have credible evidence to back up your strategies.

Interested to learn more? Download MarketResearch.com's free white paper for more practical insights and recommendations.

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What Is Market Research?

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

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Market research examines consumer behavior and trends in the economy to help a business develop and fine-tune its business idea and strategy. It helps a business understand its target market by gathering and analyzing data.

Market research is the process of evaluating the viability of a new service or product through research conducted directly with potential customers. It allows a company to define its target market and get opinions and other feedback from consumers about their interest in a product or service.

Research may be conducted in-house or by a third party that specializes in market research. It can be done through surveys and focus groups, among other ways. Test subjects are usually compensated with product samples or a small stipend for their time.

Key Takeaways

• Companies conduct market research before introducing new products to determine their appeal to potential customers.
• Tools include focus groups, telephone interviews, and questionnaires.
• The results of market research inform the final design of the product and determine how it will be positioned in the marketplace.
• Market research usually combines primary information, gathered directly from consumers, and secondary information, which is data available from external sources.

Market Research

How market research works.

Market research is used to determine the viability of a new product or service. The results may be used to revise the product design and fine-tune the strategy for introducing it to the public. This can include information gathered for the purpose of determining market segmentation . It also informs product differentiation , which is used to tailor advertising.

A business engages in various tasks to complete the market research process. It gathers information based on the market sector being targeted by the product. This information is then analyzed and relevant data points are interpreted to draw conclusions about how the product may be optimally designed and marketed to the market segment for which it is intended.

It is a critical component in the research and development (R&D) phase of a new product or service introduction. Market research can be conducted in many different ways, including surveys, product testing, interviews, and focus groups.

Market research is a critical tool that companies use to understand what consumers want, develop products that those consumers will use, and maintain a competitive advantage over other companies in their industry.

Primary Market Research vs. Secondary Market Research

Market research usually consists of a combination of:

• Primary research, gathered by the company or by an outside company that it hires
• Secondary research, which draws on external sources of data

Primary Market Research

Primary research generally falls into two categories: exploratory and specific research.

• Exploratory research is less structured and functions via open-ended questions. The questions may be posed in a focus group setting, telephone interviews, or questionnaires. It results in questions or issues that the company needs to address about a product that it has under development.
• Specific research delves more deeply into the problems or issues identified in exploratory research.

Secondary Market Research

All market research is informed by the findings of other researchers about the needs and wants of consumers. Today, much of this research can be found online.

Secondary research can include population information from government census data , trade association research reports , polling results, and research from other businesses operating in the same market sector.

History of Market Research

Formal market research began in Germany during the 1920s. In the United States, it soon took off with the advent of the Golden Age of Radio.

Companies that created advertisements for this new entertainment medium began to look at the demographics of the audiences who listened to each of the radio plays, music programs, and comedy skits that were presented.

They had once tried to reach the widest possible audience by placing their messages on billboards or in the most popular magazines. With radio programming, they had the chance to target rural or urban consumers, teenagers or families, and judge the results by the sales numbers that followed.

Types of Market Research

Face-to-face interviews.

From their earliest days, market research companies would interview people on the street about the newspapers and magazines that they read regularly and ask whether they recalled any of the ads or brands that were published in them. Data collected from these interviews were compared to the circulation of the publication to determine the effectiveness of those ads.

Market research and surveys were adapted from these early techniques.

To get a strong understanding of your market, it’s essential to understand demand, market size, economic indicators, location, market saturation, and pricing.

Focus Groups

A focus group is a small number of representative consumers chosen to try a product or watch an advertisement.

Afterward, the group is asked for feedback on their perceptions of the product, the company’s brand, or competing products. The company then takes that information and makes decisions about what to do with the product or service, whether that's releasing it, making changes, or abandoning it altogether.

Phone Research

The man-on-the-street interview technique soon gave way to the telephone interview. A telephone interviewer could collect information in a more efficient and cost-effective fashion.

Telephone research was a preferred tactic of market researchers for many years. It has become much more difficult in recent years as landline phone service dwindles and is replaced by less accessible mobile phones.

Survey Research

As an alternative to focus groups, surveys represent a cost-effective way to determine consumer attitudes without having to interview anyone in person. Consumers are sent surveys in the mail, usually with a coupon or voucher to incentivize participation. These surveys help determine how consumers feel about the product, brand, and price point.

Online Market Research

With people spending more time online, market research activities have shifted online as well. Data collection still uses a survey-style form. But instead of companies actively seeking participants by finding them on the street or cold calling them on the phone, people can choose to sign up, take surveys, and offer opinions when they have time.

This makes the process far less intrusive and less rushed, since people can participate on their own time and of their own volition.

How to Conduct Market Research

The first step to effective market research is to determine the goals of the study. Each study should seek to answer a clear, well-defined problem. For example, a company might seek to identify consumer preferences, brand recognition, or the comparative effectiveness of different types of ad campaigns.

After that, the next step is to determine who will be included in the research. Market research is an expensive process, and a company cannot waste resources collecting unnecessary data. The firm should decide in advance which types of consumers will be included in the research, and how the data will be collected. They should also account for the probability of statistical errors or sampling bias .

The next step is to collect the data and analyze the results. If the two previous steps have been completed accurately, this should be straightforward. The researchers will collect the results of their study, keeping track of the ages, gender, and other relevant data of each respondent. This is then analyzed in a marketing report that explains the results of their research.

The last step is for company executives to use their market research to make business decisions. Depending on the results of their research, they may choose to target a different group of consumers, or they may change their price point or some product features.

The results of these changes may eventually be measured in further market research, and the process will begin all over again.

Benefits of Market Research

Market research is essential for developing brand loyalty and customer satisfaction. Since it is unlikely for a product to appeal equally to every consumer, a strong market research program can help identify the key demographics and market segments that are most likely to use a given product.

Market research is also important for developing a company’s advertising efforts. For example, if a company’s market research determines that its consumers are more likely to use Facebook than X (formerly Twitter), it can then target its advertisements to one platform instead of another. Or, if they determine that their target market is value-sensitive rather than price-sensitive, they can work on improving the product rather than reducing their prices.

Market research only works when subjects are honest and open to participating.

Example of Market Research

Many companies use market research to test new products or get information from consumers about what kinds of products or services they need and don’t currently have.

For example, a company that’s considering starting a business might conduct market research to test the viability of its product or service. If the market research confirms consumer interest, the business can proceed confidently with its business plan . If not, the company can use the results of the market research to make adjustments to the product to bring it in line with customer desires.

What Are the Main Types of Market Research?

The main types of market research are primary research and secondary research. Primary research includes focus groups, polls, and surveys. Secondary research includes academic articles, infographics, and white papers.

Qualitative research gives insights into how customers feel and think. Quantitative research uses data and statistics such as website views, social media engagement, and subscriber numbers.

What Is Online Market Research?

Online market research uses the same strategies and techniques as traditional primary and secondary market research, but it is conducted on the Internet. Potential customers may be asked to participate in a survey or give feedback on a product. The responses may help the researchers create a profile of the likely customer for a new product.

What Are Paid Market Research Surveys?

Paid market research involves rewarding individuals who agree to participate in a study. They may be offered a small payment for their time or a discount coupon in return for filling out a questionnaire or participating in a focus group.

What Is a Market Study?

A market study is an analysis of consumer demand for a product or service. It looks at all of the factors that influence demand for a product or service. These include the product’s price, location, competition, and substitutes as well as general economic factors that could influence the new product’s adoption, for better or worse.

Market research is a key component of a company’s research and development (R&D) stage. It helps companies understand in advance the viability of a new product that they have in development and to see how it might perform in the real world.

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U.S. Small Business Administration. “ Market Research and Competitive Analysis .”

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The Importance of Market Research Explained, or Why You should Research Markets

by MyMG Team · Published July 11, 2011 · Updated June 26, 2023

What is Market Research?

Market Research is a continuous process for collecting, investigating and interpreting information about a particular market a company operates in or a product/service the company offers for selling in that market, and also about potential and existing competitors and the past, present and potential customers who purchase and consume the offered product/service. Conducting market research means making an analysis of all information about the market, product/service, customers and competitors in order to investigate possible ways for the company to successfully operate in the market, sell the product/service, attract the target audience and gain competitive advantages.

Planning and conducting market research is one of the key duties of marketing departments and teams. For your company it is also important to organize regular market research to get insight into the market, investigate spending habits of your customers, identify existing and potential competitors, develop solutions for product promotion and advertizing, increase your company’s recognition, improve your business reputation, and so on. Researching the market is an important activity providing your company with more business planning solutions that can improve the company’s performance, improve sales and increase revenue.

The Importance of Market Research

There is no doubt about the importance of market research. To prove this statement, let’s view why you should research markets. Market research is important for your business because it provides you with the following opportunities:

• Increased Sales. Through researching your market you gain valuable information that helps you identify how successful your product/service is likely to be, what the best price you can set for the product/service, and which customers are interested in purchasing and consuming the product/service. Having investigated this information helps you increase sales.
• Better Customer Management. The importance of market research is that you can use tools of marketing campaigns (questionnaires, meetings, discussions, messaging) to reach a wide audience of customers, reduce the timeframe within which your product/service reaches the customers, investigate current and future needs and expectations of the customers, and achieve higher customer satisfaction.
• Business Growth. As due to market researching your sales tends to an increase and your customer management gets better, your company gains an opportunity for further business growth and development.

The importance of market research is explained by three key opportunities that your business gains. First, you get sales increased, then you reach better customer management, and finally you lead your company to continuous business growth and development. Taking into account these opportunities, you should research markets because market researching paves the way for better inventory management, business planning, time management, employee management, etc. Obviously the marketing department of your organization can optimize its marketing campaigns through planning and conducting market research activities.

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The Importance of Thorough Market Research Before Entering New Markets

• By SEO HERO LTD
• 15 Aug 2024

Today's business world is a hotbed of competition. Making a splash in new markets takes more than just a great idea - it requires a deep understanding of the market itself. 

Thorough market research is the compass that points companies to golden opportunities and steers them clear of potential pitfalls. It offers a peek into consumer behavior, industry trends, and competitor actions, enabling businesses to customize their tactics to local audience needs.

This piece shines a light on the essence of all-encompassing market research, showing how this powerful tool equips you to set sail toward growth and success in unfamiliar waters.

Understanding the Lay of the Land

Before embarking on this adventure, get familiar with your new terrain. Think of market research as your trusted compass, guiding your steps. Without it, you might be wandering in the dark, hoping for a lucky break. 

But let's get real, this isn't a Hollywood movie - Unlike Indiana Jones, success isn't hidden in an uncharted cave - it comes from detailed planning and research. 

Know Your Audience

Who are your future fans? What makes them tick? Understanding demographics and psychographics is vital to your entrance strategy. 

Take, for example, the Japanese market; understanding its unique culture is crucial. In Japan, brand loyalty reigns, but so does a deep appreciation for quality and innovation. Ignoring these nuances is a one-way ticket to oblivion.

Competitor Analysis

You wouldn't join a chess game without scanning your opponent's strategy. Likewise, knowing your competitors is fundamental before entering a new market. 

A solid competitor analysis can reveal your strengths and opportunities for creating your unique niche. Are they offering something you can't? How do they price their products? This information can mean the difference between soaring high or merely scraping by.

Financial Landscape Matters

Sure, you've got an amazing product. However, are you conscious of the financial terrain you're stepping onto? Here's where platforms like Finboard become invaluable, providing valuable intel about Japanese companies like their stock prices, P/E ratios, and market cap.

Take Toyota, for example. With a market cap of 39.93T and a P/E ratio of 8.04, they're clearly a powerhouse in the Japanese market. Similar information about companies like Mitsubishi UFJ Financial Group and Sony Group Corporation can fine-tune your entry strategy, helping you analyze if it's the right time to step in.

Budgeting for Entry

Don't overlook the costs associated - marketing, making local connections, distribution, and more. Many ventures unexpectedly deplete their budgets on the initial launch, leaving them ill-prepared for sustained growth. 

Planning your finances with precision and having a contingency fund in hand is key. Because there's one thing more expensive than entering a new market - failing in one.

The Devil is in the Detail

And now, for the most thrilling - or nerve-wracking - part. Market research isn't solely about the broad strokes. It's the fine details that often trip companies up.

Regulatory Environment

Steering through the regulatory dunes is crucial for successful market entry. Each nation has its unique laws and regulations that can significantly impact your operations. 

In Japan, for instance, compliance with local regulations concerning product safety, consumer protection, and employment law is non-negotiable. Missing out on these vital details can lead to expensive hiccups or even legal troubles. Teaming up with local legal experts can offer insights into these complexities, ensuring you start on the right foot.

Local Partnerships

Forming local alliances is key to securing a place in a new market. Partnering with local firms offers precious insights into consumer behavior, cultural specifics, and effective marketing strategies. They can also assist in overcoming hurdles related to distribution and logistics . 

Moreover, tapping into existing networks can bolster your credibility and win the hearts of potential customers. Be sure to partner with those who share your values, ensuring a synergistic relationship that propels long-term success in the area.

Learning Through Experience 

I recall my own journey into the Japanese market with my startup. I thought I had all my ducks in a row - great product, solid marketing, and a healthy budget. But I completely overlooked Japan's unique consumer behavior. 

And boy, did I pay the price with a rocky soft launch. Hiring a local consultant turned things around for us. With her guidance, we fine-tuned our product to match local tastes, and made our way through the maze of regulatory requirements, boosting sales by 40% in six months.

Wrapping Up

Market research isn't just a first step. It's an ongoing journey. The terrain keeps changing, and staying on top of the game is key. Whether it's getting to know your audience, studying the competition, understanding the financial landscape, or breezing through regulations, deep market research gears you up to make calculated decisions.

Thinking of diving into a new market? Arm yourself with the right tools and data. Platforms like Finboard can enrich you with a treasure trove of information about Japanese firms and more. Remember, in the corporate world, knowledge isn't just power - it's the lifeline.

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

Published: August 08, 2024

One of the most underrated skills you can have as a marketer is marketing research — which is great news for this unapologetic cyber sleuth.

From brand design and product development to buyer personas and competitive analysis, I’ve researched a number of initiatives in my decade-long marketing career.

And let me tell you: having the right marketing research methods in your toolbox is a must.

Market research is the secret to crafting a strategy that will truly help you accomplish your goals. The good news is there is no shortage of options.

How to Choose a Marketing Research Method

Thanks to the Internet, we have more marketing research (or market research) methods at our fingertips than ever, but they’re not all created equal. Let’s quickly go over how to choose the right one.

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1. Identify your objective.

What are you researching? Do you need to understand your audience better? How about your competition? Or maybe you want to know more about your customer’s feelings about a specific product.

Before starting your research, take some time to identify precisely what you’re looking for. This could be a goal you want to reach, a problem you need to solve, or a question you need to answer.

For example, an objective may be as foundational as understanding your ideal customer better to create new buyer personas for your marketing agency (pause for flashbacks to my former life).

Or if you’re an organic sode company, it could be trying to learn what flavors people are craving.

2. Determine what type of data and research you need.

Next, determine what data type will best answer the problems or questions you identified. There are primarily two types: qualitative and quantitative. (Sound familiar, right?)

• Qualitative Data is non-numerical information, like subjective characteristics, opinions, and feelings. It’s pretty open to interpretation and descriptive, but it’s also harder to measure. This type of data can be collected through interviews, observations, and open-ended questions.
• Quantitative Data , on the other hand, is numerical information, such as quantities, sizes, amounts, or percentages. It’s measurable and usually pretty hard to argue with, coming from a reputable source. It can be derived through surveys, experiments, or statistical analysis.

Understanding the differences between qualitative and quantitative data will help you pinpoint which research methods will yield the desired results.

For instance, thinking of our earlier examples, qualitative data would usually be best suited for buyer personas, while quantitative data is more useful for the soda flavors.

However, truth be told, the two really work together.

Qualitative conclusions are usually drawn from quantitative, numerical data. So, you’ll likely need both to get the complete picture of your subject.

For example, if your quantitative data says 70% of people are Team Black and only 30% are Team Green — Shout out to my fellow House of the Dragon fans — your qualitative data will say people support Black more than Green.

(As they should.)

Primary Research vs Secondary Research

You’ll also want to understand the difference between primary and secondary research.

Primary research involves collecting new, original data directly from the source (say, your target market). In other words, it’s information gathered first-hand that wasn’t found elsewhere.

Some examples include conducting experiments, surveys, interviews, observations, or focus groups.

Meanwhile, secondary research is the analysis and interpretation of existing data collected from others. Think of this like what we used to do for school projects: We would read a book, scour the internet, or pull insights from others to work from.

So, which is better?

Personally, I say any research is good research, but if you have the time and resources, primary research is hard to top. With it, you don’t have to worry about your source's credibility or how relevant it is to your specific objective.

You are in full control and best equipped to get the reliable information you need.

3. Put it all together.

Once you know your objective and what kind of data you want, you’re ready to select your marketing research method.

For instance, let’s say you’re a restaurant trying to see how attendees felt about the Speed Dating event you hosted last week.

You shouldn’t run a field experiment or download a third-party report on speed dating events; those would be useless to you. You need to conduct a survey that allows you to ask pointed questions about the event.

This would yield both qualitative and quantitative data you can use to improve and bring together more love birds next time around.

Best Market Research Methods for 2024

Now that you know what you’re looking for in a marketing research method, let’s dive into the best options.

Note: According to HubSpot’s 2024 State of Marketing report, understanding customers and their needs is one of the biggest challenges facing marketers today. The options we discuss are great consumer research methodologies , but they can also be used for other areas.

Primary Research

1. interviews.

Interviews are a form of primary research where you ask people specific questions about a topic or theme. They typically deliver qualitative information.

I’ve conducted many interviews for marketing purposes, but I’ve also done many for journalistic purposes, like this profile on comedian Zarna Garg . There’s no better way to gather candid, open-ended insights in my book, but that doesn’t mean they’re a cure-all.

What I like: Real-time conversations allow you to ask different questions if you’re not getting the information you need. They also push interviewees to respond quickly, which can result in more authentic answers.

What I dislike: They can be time-consuming and harder to measure (read: get quantitative data) unless you ask pointed yes or no questions.

Best for: Creating buyer personas or getting feedback on customer experience, a product, or content.

2. Focus Groups

Focus groups are similar to conducting interviews but on a larger scale.

In marketing and business, this typically means getting a small group together in a room (or Zoom), asking them questions about various topics you are researching. You record and/or observe their responses to then take action.

They are ideal for collecting long-form, open-ended feedback, and subjective opinions.

One well-known focus group you may remember was run by Domino’s Pizza in 2009 .

After poor ratings and dropping over $100 million in revenue, the brand conducted focus groups with real customers to learn where they could have done better.

It was met with comments like “worst excuse for pizza I’ve ever had” and “the crust tastes like cardboard.” But rather than running from the tough love, it took the hit and completely overhauled its recipes.

The team admitted their missteps and returned to the market with better food and a campaign detailing their “Pizza Turn Around.”

The result? The brand won a ton of praise for its willingness to take feedback, efforts to do right by its consumers, and clever campaign. But, most importantly, revenue for Domino’s rose by 14.3% over the previous year.

The brand continues to conduct focus groups and share real footage from them in its promotion:

What I like: Similar to interviewing, you can dig deeper and pivot as needed due to the real-time nature. They’re personal and detailed.

What I dislike: Once again, they can be time-consuming and make it difficult to get quantitative data. There is also a chance some participants may overshadow others.

Best for: Product research or development

Pro tip: Need help planning your focus group? Our free Market Research Kit includes a handy template to start organizing your thoughts in addition to a SWOT Analysis Template, Survey Template, Focus Group Template, Presentation Template, Five Forces Industry Analysis Template, and an instructional guide for all of them. Download yours here now.

3. Surveys or Polls

Surveys are a form of primary research where individuals are asked a collection of questions. It can take many different forms.

They could be in person, over the phone or video call, by email, via an online form, or even on social media. Questions can be also open-ended or closed to deliver qualitative or quantitative information.

A great example of a close-ended survey is HubSpot’s annual State of Marketing .

In the State of Marketing, HubSpot asks marketing professionals from around the world a series of multiple-choice questions to gather data on the state of the marketing industry and to identify trends.

The survey covers various topics related to marketing strategies, tactics, tools, and challenges that marketers face. It aims to provide benchmarks to help you make informed decisions about your marketing.

It also helps us understand where our customers’ heads are so we can better evolve our products to meet their needs.

Apple is no stranger to surveys, either.

In 2011, the tech giant launched Apple Customer Pulse , which it described as “an online community of Apple product users who provide input on a variety of subjects and issues concerning Apple.”

"For example, we did a large voluntary survey of email subscribers and top readers a few years back."

While these readers gave us a long list of topics, formats, or content types they wanted to see, they sometimes engaged more with content types they didn’t select or favor as much on the surveys when we ran follow-up ‘in the wild’ tests, like A/B testing.”  

Pepsi saw similar results when it ran its iconic field experiment, “The Pepsi Challenge” for the first time in 1975.

The beverage brand set up tables at malls, beaches, and other public locations and ran a blindfolded taste test. Shoppers were given two cups of soda, one containing Pepsi, the other Coca-Cola (Pepsi’s biggest competitor). They were then asked to taste both and report which they preferred.

People overwhelmingly preferred Pepsi, and the brand has repeated the experiment multiple times over the years to the same results.

What I like: It yields qualitative and quantitative data and can make for engaging marketing content, especially in the digital age.

What I dislike: It can be very time-consuming. And, if you’re not careful, there is a high risk for scientific error.

Best for: Product testing and competitive analysis

Pro tip:  " Don’t make critical business decisions off of just one data set," advises Pamela Bump. "Use the survey, competitive intelligence, external data, or even a focus group to give you one layer of ideas or a short-list for improvements or solutions to test. Then gather your own fresh data to test in an experiment or trial and better refine your data-backed strategy."

Secondary Research

8. public domain or third-party research.

While original data is always a plus, there are plenty of external resources you can access online and even at a library when you’re limited on time or resources.

Some reputable resources you can use include:

• Pew Research Center
• McKinley Global Institute
• Relevant Global or Government Organizations (i.e United Nations or NASA)

It’s also smart to turn to reputable organizations that are specific to your industry or field. For instance, if you’re a gardening or landscaping company, you may want to pull statistics from the Environmental Protection Agency (EPA).

If you’re a digital marketing agency, you could look to Google Research or HubSpot Research . (Hey, I know them!)

What I like: You can save time on gathering data and spend more time on analyzing. You can also rest assured the data is from a source you trust.

What I dislike: You may not find data specific to your needs.

Best for: Companies under a time or resource crunch, adding factual support to content

Pro tip: Fellow HubSpotter Iskiev suggests using third-party data to inspire your original research. “Sometimes, I use public third-party data for ideas and inspiration. Once I have written my survey and gotten all my ideas out, I read similar reports from other sources and usually end up with useful additions for my own research.”

9. Buy Research

If the data you need isn’t available publicly and you can’t do your own market research, you can also buy some. There are many reputable analytics companies that offer subscriptions to access their data. Statista is one of my favorites, but there’s also Euromonitor , Mintel , and BCC Research .

What I like: Same as public domain research

What I dislike: You may not find data specific to your needs. It also adds to your expenses.

Best for: Companies under a time or resource crunch or adding factual support to content

Which marketing research method should you use?

You’re not going to like my answer, but “it depends.” The best marketing research method for you will depend on your objective and data needs, but also your budget and timeline.

My advice? Aim for a mix of quantitative and qualitative data. If you can do your own original research, awesome. But if not, don’t beat yourself up. Lean into free or low-cost tools . You could do primary research for qualitative data, then tap public sources for quantitative data. Or perhaps the reverse is best for you.

Whatever your marketing research method mix, take the time to think it through and ensure you’re left with information that will truly help you achieve your goals.

Don't forget to share this post!

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More From Forbes

Four important practices amid glp-1 medications reshaping healthcare.

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Nicole Faucher provides leadership for Clearway Health ’s executive team, oversees strategic, operational and financial performance.

As a leader in healthcare solutions looking to help hospitals and health systems improve access to advanced specialty medications, I can attest to the ongoing growth and evolution within the pharmaceutical market.

I think the current obesity specialty pharmacy market offers particularly relevant lessons for business leaders on how to protect market share in a rapidly changing and competitive marketplace.

Obesity has been on the rise.

Obesity prevalence has been steadily rising in the U.S. over the past twenty years. Characterized by a body mass index (BMI) of 30 or higher, obesity can be caused by genetic, environmental, lifestyle or other factors.

Although obesity has a high prevalence (about 41.9% on average ), it is not recognized as a chronic disease by all providers; this often leads to underdiagnosis and under-treatment. Yet, over 71% of patients have discussed weight with their healthcare provider in the past five years, among which only 51% were diagnosed with obesity and only 24% received follow-up care (appointment or televisit) related to weight management. Obese patients are more likely to have multiple comorbidities ; this can have a profound negative impact on health and be an economic burden on the U.S. healthcare system.

Historically, patients with obesity received treatment from a hospital or healthcare system. Treatment options offered include lifestyle modification programs (dietary adjustment/exercise), endoscopic procedures or bariatric surgery depending on the patient’s BMI and underlying conditions.

Emerging GLP-1 medications are changing the healthcare landscape.

GLP-1 medications have emerged as an effective alternative treatment option in recent years and have seen a significant increase in adoption among providers and patients. According to Cleveland Clinic , "GLP-1 agonists are a class of medications that mainly help manage blood sugar (glucose) levels in people with Type 2 diabetes." Some GLP-1 agonists can also help treat obesity by slowing stomach emptying and increasing a patient’s sense of fullness.

It is projected that around 15 million obese patients will be prescribed GLP-1s by 2030. While promising, the GLP-1 medications can come with a high out-of-pocket cost if not covered by insurance. In addition, patient access may be difficult as available inventory of GLP-1 medications has been inconsistent or scarce in some areas.

Health systems are facing growing competition in caring for the obese patient population. Various healthcare companies and business ventures are expanding their reach to patients through virtual and in-person care models, which is creating additional competition to traditional health systems.

Here are four important practices I think health systems and relevant business leaders should consider to protect market share from new market entrants providing direct-to-consumer programs:

1. Research the competition.

To best understand the vastly changing market landscape, it’s important to research and know the competition. For example, in today’s obesity healthcare market, there are three new entities to follow:

• Retail pharmacy partnerships. For example, Novo Nordisk recently teamed up with CVS Health on an education and nutrition coaching program for people taking anti-obesity meds . The weight loss program is supported through virtual and in-person clinics.

• Direct-to-consumer manufacturers: Companies such as Eli Lilly have launched website platforms to connect patients seeking obesity treatment to doctors and dieticians. Patients are paired with third-party mail-order pharmacies for prescriptions and providers through a virtual medical weight loss clinic.

• Fitness and wellness companies: A few leading telehealth providers and weight loss companies are offering collaborative services to screen patients and begin GLP-1 treatment. Both Weight Watchers and Ro are offering a monthly subscription plan.

2. Consider challenges and look for opportunities.

Current market trends present both opportunities and challenges to health systems wanting to ramp up a weight management program and gain a competitive advantage.

In order to capture the opportunities, health systems need to respond to the increase in demand from patients. Their challenges include limited bandwidth from care teams to diagnose and manage patients; growing GLP-1 treatment posing a threat to existing surgery revenue; increased health expenses from employee health plans; competition from other market players in caring for obese patients; and access barriers to these medications caused by limited supply.

3. Invest in staff.

Healthcare staff are a hospital’s greatest asset. Many health systems continue to struggle with limited staffing capacity which may impact access, screening and treatment for patients. Health systems may consider partnerships or ensure enough support and training are in place to avoid burnout and unhappy employees.

4. Fill the gaps with a focus on innovation.

Study the competition and, if necessary, fill in the gaps with innovative solutions or partnerships. A health system’s strength its the ability to provide coordinated and integrated care for patients.

A common problem in the healthcare industry when launching a weight loss program is the lack of a systematic approach to identifying patients who may benefit from GLP-1 medications. By leveraging integrated care teams and designing a system-wide screening and triaging care pathway, health systems can increase their ability to care for this patient population.

Protecting market share is crucial for business survival.

Protecting market share is vital to the survival, longevity and success of a business. As more non-traditional healthcare service providers enter the space and additional medications are approved, it will be interesting to watch how health systems engage and respond to the new market dynamics.

I foresee current healthcare systems having a significant advantage. However, decisive decision-making, effective execution and agile responsiveness will be necessary to better serve patients and remain competitive in this volatile marketplace.

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