subject: How To Use Market Research To Propel Your Business Forward [print this page] How To Use Market Research To Propel Your Business Forward
You may wake up one morning with a fantastic idea for your business and have a good idea about something that you can nurture and monetise, but you are really not sure how well it would do across the board. This is the time for you to think about market research. Exploring this should be an integral part of any business plan as you gather as much data as possible in order for you to progress and make the correct decisions going forward.There are a number of different ways that you can gather your market research, but you first have to answer some searching questions. A number of different parameters will define your overall marketing approach and this will help you to determine how you are going to go about your consumer research in the most cost effective and timely manner.Don't forget that every time you interact with a client or prospect you present yourself the opportunity to conduct market research and you should always remember this as you structure your formal market research approach. There is no such thing as too much information and whether you get a positive or negative response to your questions, it should all be factored into your final judgement.What restrictions do you have on your business? You need to know these before you start market research as if you have budgetary restrictions, geographic limitations, limits on the sales volume that you can deal with, or issues with your distribution, you need to factor this in. When you have your limitations set, formalise your strategy with good consumer research.Intelligence gathering requires you to be very thorough. Spy on your competitors as best as you can to learn what they are up to. Get in touch with trade associations, chambers of commerce and other relevant organisations. This type of research, however, is basically "secondary," and might not be as focused as you need.Primary consumer research involves the gathering of information through surveys, one on one interviews, focus groups, or field trials. At the most focused end of the scale person-to-person service can provide you with the strongest data, although these can be expensive propositions due to the amount of time involved. Many organisations choose to opt for telephone or mail surveys, but the response rates are much lower. However, given an adequate sampling size you might find that these represent some of the most cost effective ways for you to gather the information that you need to base your decision upon.In specific business areas market reports can provide an unparalleled insight into the niche itself. These reports are put together using information from experts in the field. They are often used by decision-makers at all levels due to the stringent methods used to gather the data and present it accordingly.As all the experts say, information is power. You should ensure that your process of gathering market and consumer research is ongoing and constant. An organisation that is not actively gathering such data is, after all, effectively moving backward.
