How to conduct market research
Let’s see how you can conduct effective market research. We’ll explain the steps using a made-up small business called “FreshBite Catering.” Let’s say it specializes in providing gourmet catering services for corporate events, weddings, and private parties.
1. Define your problem and goals
The first step to start your market research is to define goals and problems relevant to the research. At this point, you need to identify specific challenges, obstacles, or areas of concern that your business aims to address through the research process. Your problem may lie in product positioning. Then your goals can include understanding consumer preferences, identifying competitors, or assessing market trends.
In our example, FreshBite wants to conduct research to improve its services. The goal then is to identify areas for improvement by effectively gathering comprehensive feedback from a range of customers.
2. Identify your target audience and research method
Next, clearly define who your ideal customers are. Consider demographic factors such as age, gender, income level, education, occupation, location, and household size. Also, think about psychographic characteristics like interests, values, lifestyle, attitudes, and purchasing behavior. Once you know who you’re trying to reach, you can tailor your research methods to gather the most relevant information.
As FreshBite Catering is conducting research to identify how to improve its services, its target audience would include its current customers, potential customers, and industry experts.
Let’s say the company will use surveys to conduct the research. It will help FreshBite to gain a comprehensive understanding of its customers’ needs and preferences, as well as identify actionable opportunities to improve its services and strengthen its competitive position in the market.
3. Collect data
Once the previous two steps are complete, it’s time to collect the data using the research methods you chose. Besides primary research methods, you can also use secondary research.
To ensure the quality and reliability of data collection, you need to check that the research is carried out consistently and according to plan.
In our example, FreshBite would design a survey that covers key areas of interest, such as menu selection, food quality, customer service, pricing, and overall customer experience. The survey can include a mix of multiple-choice questions and open-ended questions (such as comment boxes) to allow respondents to provide detailed feedback. The company can collect the data via email or a form on their website.
4. Analyze the data
The next step is to analyze the data gathered from the research. This is where raw information is transformed into actionable insights that drive strategic decision-making. In the vast amount of information collected, you should look for trends, behavioral patterns, and other tendencies.
5. Draw conclusions
After the data analysis, you need to summarize the key findings — the most important things you learned. These findings help to better understand the topic, guide the decision-making, and suggest ideas for future studies.
Here is an example of a market research report showing the main findings of a brand awareness study: