Market Research: What is It?

5 min readMar 22, 2023


The Web was designed to facilitate research. Individuals may easily study companies and products, acquiring information to evaluate prices and services with market research. Consumers are also free to communicate their tastes and preferences, be it with enterprises or with peers.

This procedure is also reversible. Businesses may do investigations regarding their customers, preferences, perceptions of the business, and the best time to communicate with them.

Market research is the method of establishing the feasibility of a fresh product or service via direct customer analysis. Market research enables a firm to determine its intended audience and obtain viewpoints on their preference for a product. This sort of investigation can be undertaken by the business itself, or through a third-party market researcher.

Why is Market Research Important?

Market research informs you regarding the industry and the current landscape. It furnishes details regarding the perception held by the individuals you seek to establish connections with, whether they be current clients or potential ones.

It lets you realize how to engage with customers, highlight the comparison with your rivals, and guide your future.

Market research may also be helpful in the context of innovating products, getting them into markets, and promoting them to customers. Furthermore, market research enables your business approach to be foolproof by:

  • Giving you a realistic picture of your company and its sector, allowing you to understand how you compare to competitors.
  • Assist you in identifying and defining your customers and identifying individuals who are likely to do business with you.
  • Displaying how consumers and prospects see your present brand and services. It also informs you whether or not you’re fulfilling your client’s expectations.
  • Aiding you in evaluating if a particular product or business concept will take off depending on how comparable solutions have done in the industry

It’s an important part of devising a marketingBusiness-to-business (B2B), also known as B-to-B, is a form of transaction between businesses, such … Read More approach since it provides an evidence-based framework for projecting profits and sales. In essence, market research differentiates taking smart choices that propel your organization and making terrible judgments that harm it.

Types of Information in Market Research

Market research combines both primary data and secondary sources. The business or an external contractor can acquire the former, while the latter comes from external sources.

Primary Data

This refer to the data that the corporation or a contracted third party directly gathered through investigation. This data categorizes into two types: specialized and exploratory study.

Conduct a specialized study to find solutions to problems discovered through exploratory research. Exploratory research is a less-defined method that employs clear inquiries to generate concerns that the business might need to solve.

Secondary Data

Obtain secondary data by accessing information from another organization. This could contain demographic statistics from governmental censuses, trade group studies, or data from other companies in a similar sector.

Market Research Objectives

Every person’s behavior has a goal, and market research, as an intentional intellectual endeavor, has specific goals. Depending on this, marketing research does have three distinct purposes.


Market research satisfies clients’ individual demands by providing a necessary item or service. When utilized, the service or product must meet the needs and desires of the individual.


Market research helps a firm or corporation expand through adequate preparation, management, and administration of both people and recourses. By doing so, it can serve all unique market demands at the correct moment.


Market research establishes the financial degree of achievement or loss of a business when entering a market or launching products. This offers clarity to all of the measures to take.

Market Research Practices

There are various approaches to performing online market research. You can determine the optimal strategy by using various factors such as the theme of the investigation, the time frame, the objective, and the financial plan.


These are questionnaires with a set of inquiries centered on a single issue. Their goal is to efficiently collect vast amounts of statistical data and can also capture significant qualitative information.

Record data instantly and perform simple and rapid analysis when you conduct surveys online. Spatial barriers to information gathering can be solved by reducing costs by distributing questionnaires via the internet.

You may create complex and user-friendly polls using tech. Participants, for example, might express emotive responses rather than observations on a scale ranging. Alternatively, the survey might be modified based on past responses.

You may conduct continuous surveys at a cheap rate. Simple surveys can be employed to gather frequent input in discussions and on websites. Site surveys are another simple approach to assess the efficacy of a webpage or advertising effort.

Focus Groups

Participants connect digitally and reply to a certain subject in digital focus group discussions. The respondents may be recruited from around the world and provide responses in real time. This procedure allows them to be freer with their comments because of anonymity in an electronic setting.

Internet focus group sessions are perfect for creating, in-depth dialogues with people who have a stake in your business, as well as gathering qualitative primary data. This data can be utilized to generate statistical questions for the analysis.

The easiest method is to utilize a messaging application or an internet discussion; there are several possibilities. Advanced techniques make it simpler for the analyst to grab cues from the participant’s facial expressions and voice. Several solutions enable researchers to connect their computer screens with participants to demonstrate an idea or question.

Online Monitoring

It is tough to determine whether individuals talk about your business in real life, but it is rather simple to do so digitally. Besides completing in-person questionnaires or conducting interviews, you could simply ‘read’ whatever individuals say about your business on social media.

Keywords, the foundation for categorizing the internet, make it simple and rapid to track down conversations online. People do not always communicate with a business via the platforms that the business has set up. On the plus side, the net makes it easier for businesses to find and use customer-selected platforms.

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