In marketing, you use market research skills to identify customers, understand their needs and wants, and to define how to persuade them to become loyal customers. Market research is a foundational requirement for marketing. If you don’t carry out some sort of market research, then you are not really doing marketing.
Read our skill guides to find out how to level up your market research skills. Learn about the overall market research process, the key ways to carry out market research and how to find and use market research companies. And most importantly, learn how to convert your market research into an action plan to grow your business.
New to market research or just need a refresher on how to start? Why do you need market research to grow your business? What are the key steps of the market research process and what can you start to do right away?
The answer to your research question may already exist via external or internal data sources. Read our skill guide on secondary research and learn to use online tools like Google Trends and Adwords to identify potential opportunities in the market
Qualitative market research drives deep understanding of a particular consumer behaviour or attitude. Read our skill guide to find out how to use it to develop ideas and understand meanings and concepts.
Quantitative market research takes a more statistical approach to give a broad understanding of a market. Read our skill guide on how to use it to quantify the appeal of products and campaigns and validate forecasts.
If you have more budget and time, you will hire a market research company to meet your research needs. But how do you find the ideal type of market research company that best fits your business needs? Read our skill guide to learn more.
Read this guide to understand the three key areas of the marketing mix where market research drives your decisions. Learn how to build a story and drive actions from your market research into your marketing strategy and plan.
We coach and consult on market research and often include market research skills development and market research project delivery as part of our services. We help businesses commission, manage and apply market research.
If you’d like to raise your game in market research, check out our coaching and consulting services, or contact us directly to build your market research skills.
Use this market research brief template when working with your market research agency to brief them on market research related tasks.
3 pages including a blank template, a guide to completing each section and an example brief from the vegan ice cream case study in our secondary research skill guide.
Download it here or from our resources section.
Powerpoint and Keynote versions of this document available on request.
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