Market Research

The 8 Types Of Market Research

May 31, 2023CategoriesTags

What makes market research so crucial? If you've always been successful, it doesn't sound all that dangerous, right? 

If you keep doing what you've always done, you'll lag behind and probably vanish into obscurity, becoming a part of all the forgotten brands.

Observe Kodak. Remember when they were a significant force in photography for decades? Then, when digital photography took off, Kodak continued to operate as usual. But then, their company failed, and people stopped paying attention to them—well, everybody but Pitbull. 

Take a peek at Fujifilm, one of Kodak's main rivals, right now. Instead, they did the exact opposite and sought out strategies for utilizing their in-depth knowledge of film with cutting-edge technology. As a result, their business is still flourishing. 

The research follows the same rules. Therefore, you must catch up if you are using the same old methods for market research, conversing with the same old subjects, and conducting the same old worn-out surveys. 

How do you choose the type of market research that is necessary? Again, what you need to know and your company objectives are what matters. 

We'll go over the many kinds of market research in this post so you may utilize them to address problems and obstacles in your company. In addition, we'll throw in a bonus for you and some market research pointers on when to apply each tactic. 

Let's put you in front of the game. 

The 8 Principles Of Market Study 

You can use market research to find solutions to issues and lower the danger associated with making crucial company decisions. Learn about the 8 different forms of market research you may undertake to pinpoint and address any problems facing your company. 

1. Brand Research

The development and maintenance of a company's brand, or identity, is aided through brand research. The pictures, stories, and traits people identify with a corporation become its brand. 

Every stage of a company's lifecycle can benefit from brand research, from conception to introducing new products and rebranding. At least seven different kinds of brand research exist.

  • Support of a brand. 

How many of your clients are eager to endorse your company? 

  • Brand recognition. 

Does your target market see you as a viable alternative and know who you are? 

  • Brand devotion. 

Do you keep your customers? 

  • Brand exposure. 

How much of your target market uses your brand? 

  • Perception of brands. 

What do customers perceive as the distinctive characteristics or identity of your business

  • Positioning the brand. 

What is the most effective strategy to make your brand stand out from the competition in the minds of consumers and communicate it in a way that resonates? 

  • Brand worth. 

How much are consumers prepared to spend to experience your brand rather than a competing one? 

To evaluate the strengths and weaknesses of you and your competitors, a researcher will employ various market research techniques. Typically, they will study their competitors to obtain a sense of the market as a whole. In addition, you can find out about people's feelings and affiliations with specific brands through focus groups and interviews. 

Surveys of market research can help you identify the traits and advantages that set you apart from rivals. These are then converted into a language that appeals to consumers emotionally. 

2. Campaign Performance 

This market analysis is intended to determine whether your advertising messages successfully reach the target audience and produce the desired effects. A compelling campaign effectiveness study can increase sales and lower customer acquisition costs. 

Using research on campaign effectiveness relies on the stage of the campaign. For example, quantitative analysis can be carried out to understand how your target market feels about advertising and identify any flaws in the advertising campaign. 

3. Competitive Research 

Analyzing your competitors' strengths and shortcomings in the marketplace gives you the information you need to gain a competitive edge. 

Competitive analysis is essential to every business and market plan because no business lives in a vacuum. Therefore, a competition study will be necessary whether you're starting, expanding into a new market, or performing a health check on your company. 

Typically, a researcher will pick a few of your top rivals and investigate their marketing tactics, consumer perceptions, revenue or sales volume, etc. 

Although primary research techniques like mystery shopping and focus groups can provide helpful information on customer service and current consumer perceptions, secondary sources like publications, references, and advertising are fantastic sources of information about the competition.  

4. Consumer Perceptions 

Consumer insight research provides more than just information about who and what your customers are. It reveals the reasons behind client behavior and enables you to take advantage of that to achieve your company objectives. 

Developing a comprehensive marketing plan requires a thorough understanding of your target audience. You may solve company problems, innovate, predict consumer wants, tailor your marketing, and more with this market research. 

Your company should tailor consumer insights research to understand your target market and consumer base. Different market research techniques can be applied, including ethnography, surveys, social media monitoring, and customer journey research. 

It would be best if you comprehended the following traits through consumer insights research: 

  • Purchasing customs 
  • Hobbies, interests, and passions 
  • Information about oneself and one's career 
  • Their media and advertising consumption 

5. Consumer Satisfaction Studies 

Customer satisfaction research is market research that examines how well customers feel that goods and services meet, surpass, or fall short of their expectations. 

Customer retention and overall business performance are both strongly correlated with customer satisfaction. Therefore, you should be able to discover what your customers appreciate, dislike, and think needs to be improved via successful customer satisfaction research. This market research can examine product quality and design, delivery speed and timeliness, staff and service dependability, expertise, friendliness, market price, and value for money. 

Customer happiness can be measured in several methods, with surveys being the most popular. You may gauge customer loyalty using an NPS or Voice of the Customer survey. Customer effort scoring gauges how happy consumers are with customer service or problem resolution. Any survey assessing customer satisfaction (CSAT) is known as a Likert scale. They can be carried out at various stages of the client experience, providing more depth into that particular period. 

6. Consumer Segmentation Analysis 

Customer segmentation studies separate markets or customers into smaller groups or personas with comparable characteristics. As a result, you may comprehend how each category affects income by understanding how people in each category behave. 

Whenever you're prepared to begin providing clients with tailored experiences, customers in your target market are all different. Concentrating on delivering targeted marketing, cultivating customer loyalty, pricing products effectively, and projecting how new products and services will perform in each group is simpler the more each persona is understood. 

Customers are divided into four categories by market researchers. 

  • Statistics. 

Age, gender, family status, education, household income, occupation, and other demographic data. 

  • Location. 

Where people live, including cities and countries, and whether they are urban or suburban residents. 

  • Psychographic data. 

Social class, lifestyle, personality traits, generation, interests, and hobbies, among other factors. 

  • Characteristics. 

Brand affinity, purchasing patterns, spending, etc. 

Your present customers will be identified by a researcher, who will then gather information about them using a variety of market research techniques, including surveys, database research, website analytics, interviews, and focus groups. The goal is to amass as much data as you can. 

7. Development of Products 

Using customer knowledge to guide the entire process of developing or upgrading a product, service, or app, and bringing it to market, is known as market research for product development. 

Innovating takes effort. You may learn that 80 to 95% of new products fail yearly through a fast Google search. Market research is conducted before producing products and apps to reduce the likelihood that a new product or modification will fail as it enters the market. You can employ market research at four different points throughout the process: 

  • Incubation 

Market research can identify market openings and offer insights into client difficulties or their jobs to be done so you can find a solution to fill the gap when considering introducing something new. 

  • Construction

Market researchers can assist you in developing a notion that can be tested after you have an idea. You can discover more about developing price strategies, evaluating packaging and advertising, value proposition, and other topics. 

  • Initialization 

Once the product is on the market, market research can assist you in assessing consumer views and adjusting your messaging as the campaign unfolds. 

  • Continue to improve the product or look for chances to launch it in other markets. 

Depending on the research objectives, you will use various market research techniques. For example, a researcher could interview participants to learn more about their problems or do user testing to observe how they use an app or website. They could also present product concepts to focus groups and ask for their feedback. 

8. Usability Checks 

Understanding how customers use your goods is the goal of usability testing. For example, a new blender is an example of a physical product, while a website or app is a digital product. 

When you need to find issues or faults in early prototypes or beta versions before releasing them, usability testing is beneficial. Testing a product or service in advance often costs much less than recalling a defective item from the market or losing sales due to subpar usability. 

Usability tests come in various forms and differ depending on whether you assess a physical or digital product. 

  • Journey testing entails watching how users interact with an app or website and tracking how well they function. Online research of this kind is possible. 
  • Eye tracking research keeps track of where people's eyes are focused. They typically occur on websites and applications but can also be carried out in stores to examine consumer behavior. 
  • Understandability studies. To determine which issues people have after performing the same work repeatedly, assess the learning curve over time. 
  • Click tracking analyzes a website's linking structure by monitoring user activity.

Checklist testing gives consumers tasks to complete while recording or asking them to rate their experiences.  

Final Reflections 

The phrase "let's do a survey" is never used in market research. 

You must ask yourself what problem or issue in business you are attempting to solve. Then decide on the best market research techniques. 

The world of relevant data and practical insights will then become available. 

A team of professionals on KLB Solutions can provide you with more information about market research. Reach us now!

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