What is the goal and purpose of market research in a company?

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Marie-Ange Demory
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Market research is a very important process in a company, large or small, as well as being one of the most powerful marketing tools today. If you want to know more about what is related to market research, stay with us and let's see the topic together What is the goal and purpose of market research in a company?

What is the goal and purpose of market research in a company?



What is market research for? Is it really necessary to do this?

These types of questions can arise in your mind, where you question the usefulness of market research or you even think this process is not necessary for your business, so you can do without it. But the truth is that market research has broad value in the business field and leads a company to long-awaited and sometimes so difficult to achieve success, and this is precisely where the importance of market research lies.

Market research is considered useful when (in the field of marketing or business in general) in order to to make decisions appropriate on a product or brand itself, analysis, identification, data collection and more to customers or potential customers.

This allows the company to know the preferences of the customers, this in order to improve or reinvent yourself , as well as gaining broader knowledge about consumers, in order to tailor products and services to their preferences.

What is the goal and purpose of market research in a company?

Market research objectives

A common market research consists of 3 different types of objectives, which are very important and should be achieved during the arduous research process:



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  1. Social objectives: are those related to the satisfaction of the needs and preferences of your regular consumers, through which the service or product fully satisfies the tastes, wishes and needs of customers when they use it.
  2. Administrative objectives: achieve the correct use, organization and planning of human and economic or material resources, satisfying market demands within the time required for achieving the objectives and analyzing the markets.
  3. Economic objectives: define through research the margin of failure or success that the company may have depending on whether it is new to the market, as well as introducing a new service or product to the market, so that later the company can determine how to proceed safely .

Purpose of market research in a company

Although we have already mentioned it to you from the beginning of this article, it is worth highlighting and is that, in simple terms, the purpose of a market research is to help businesses and / or companies to find out more easily if a particular product or service they offer or want to offer is pleasantly welcomed by customers Or otherwise.

Based on the research results, the company can be well oriented on which decisions to make, which trends to follow or which direction it should take to attract more customers and retain the ones it already has.


This is why we can safely say that we emphasize the importance of market research in marketing strategy and as a business tool not to be taken lightly due to its practical value and the useful results it offers.


It is also evident that, since the market is a constantly changing market, it is so research must be carried out frequently , so that the company is updated and at the forefront of the needs and preferences that consumers are developing.


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Did you enjoy learning about the goals and objectives of market research? We are sure that you will use this information correctly to do excellent market research, that satisfies your customers, satisfies their tastes and needs, improves the performance of your business, favors your business and consequently ports quickly to business success .

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