What is the importance of market research in your marketing strategy?

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Philippe Gloaguen
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In business, as well as in life, you need to know your environment to make the decisions that will lead your business to success. But you know the importance of market research in marketing strategy ? Read on, in this article we will explain it to you in detail.

Before we start talking about its importance, we need to be clear about what market research is. This concept emerged in the twentieth century and refers to the systematic collection of information on a particolare product and its subsequent analysis as a marketing control technique.



What is the importance of market research in your marketing strategy?

The roles of market research in the marketing strategy they are manifold. They range from studying new product ideas to measuring customer satisfaction, through to the performance of your products currently and the position of your company in the market.

This search can be done in two ways. The first would be a quantitative survey, in which, for example, the percentage of the population that uses a product is determined. And the second is qualitative research, which explores what people think or feel about a product.

Why is market research important in marketing strategy?

By gathering insights into consumer perception of your product, market research will enable you to to anticipate le fluctuations of the market. This is extremely important if you want to develop new products or offer new services.

Identifying the best opportunities in the market will give you the opportunity to improve your position in it or to include yourself in the new trends that are emerging. This is why market research is of the utmost importance before launching a new product and succeeding.



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By analyzing all the data you collect, you can create a targeted marketing strategy for your target audience that will help you minimize risks when starting a business. In other words, your market research will enable you to make informed and more informed decisions.

Furthermore, all the information collected will have a great influence on yours ability to adapt your product or service to the needs and wishes of consumers. By measuring the effectiveness of your current marketing strategy, it will equip you with the tools to deliver the best promotions to your customers.

Even if your business is large and well positioned, to keep it this way and even take it to the next level, you need to stay in tune with your customers' needs . Without this data, you could be guessing which steps to take in your strategy, risking losing your position.

How to do market research?

In order for your market research to give you truthful information about who your customers are, what they like and what you need to do to keep them and get new customers, you need to know how to do it correctly . Keep in mind that your results can only be as good as the questions you ask.

Effective market research begins with the knowledge of what your goals are and what information you need for get to reach them. Therefore, it is necessary to plan correctly what you will do, in order to then be able to correctly analyze the organizational markets with the results that are obtained.


A very important point is that you ask questions as specific as possible about your product or service, so that the customer has no doubts about what to answer. Ideally, you should focus these questions on the features of the product and the benefits it offers to the consumer.


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Previously, this type of research was done on paper or over the phone, but it can be boring. This is why many companies are turning to online formats, making surveys with the tools of Google and Outlook, for example; or using cookies to follow the buying habits of the general public.


Know your customers and your competition it is essential to create a sales and promotion strategy that allows you to grow your business. Remember that it is vital that you can adapt to the tastes and needs of your customers and that you know how to show yourself superior to your competitors in order to be successful in the market.

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