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A comprehensive read on market research and its implications

Any collection of tactics used to acquire information and better understand a company’s target market is known as market research (or marketing research). Businesses utilise this data to improve product design, user experience, and develop a marketing strategy that generates high-quality leads and boosts conversion rates. Before you enter a market or produce products, services, or marketing for it, it’s critical to understand what your market needs and desires, whether you’re targeting the consumer, commercial, or reseller sector. You could waste time and money on an offering that your market is unlikely to respond to if you enter the market cold.

A company usually undertakes market research companies to determine the viability of a brand or specific products or services with this goal in mind. Market research can be any organised action that aids a company in learning more about a market, including its consumers and competitors. There are three steps to the procedure:

Collecting data – Primary data (data that you or someone you hire collects firsthand) and secondary data are the two forms of data (already compiled data that you access). To gather this information, you might employ a variety of research strategies.

Analyzing data – Typically, you’ll have to organise and minimise (or simplify) the data before studying it. You can, for example, use a statistical type of analysis known as factor analysis to exclude items from consideration that the data suggests are of the least interest to customers. Cluster analysis is a technique for grouping elements that are related but mutually exclusive.

Evaluating market potential – Make a conclusion about the viability and profitability of your offering based on your findings, which should include market size, expected market share, and information about market consumers, as well as information about the competition.

The importance of doing market research

Market Research Companies

Help identify new products or services

Market research can help you figure out what new items or services the market wants and how you can address those needs. It is possible to identify major concerns when designing a product or service, which can assist you avoid making costly mistakes. It also helps you figure out what the most important aspects are for clients and how to incorporate them into what you desire.

Identifies potential customers

Gender, age, occupation, income, and lifestyle information might help you better understand your target market. If you know who your present clientele are, market research businesses can help you figure out who to offer your products or services to in the future. Your product will perform poorly if you market to the wrong type of buyer.

Anticipates future market trends

If you understand your market and the patterns that may develop in the future, you can devise strategies to help you avoid any downward trends that could affect your company. Upward tendencies can then be employed to aid in the expansion of your business.

Decides best marketing strategy

Research can assist you figure out which medium or channel is best for contacting people who are truly interested in what you’re selling. If you can identify that your target audience likes one type of media over another, you should focus your efforts there rather than elsewhere. It’s a no-brainer to invest effort where they’ll be most effective because they’re valuable.

Identifies threats and opportunities

Strengths, Weaknesses, Opportunities, and Threats (SWOT) are acronyms for strengths, weaknesses, opportunities, and threats. All four of these areas can be determined with the use of market research. What are your company’s benefits and drawbacks? What opportunities do you have in your market for your company? What threats/risks must you conquer or avoid in order to be successful?

Reduces risk and increases profitability

Knowing what risks are worthwhile will assist you in reducing the risks that your company takes and, if necessary, determining what risks are worthwhile based on historical data and future market analysis predictions. Market research assists in establishing market viability and so reduces the risk of failure. It’s also crucial to know what your customers desire in order to reduce risk.

Types of Market Research

In general, the Market Research Companies in India can perform the task in four broad types such as –

Primary Research

First-hand data or knowledge is referred to as primary research. You’re not citing any other source’s work, thus first-party data or information is all the data and information you’ve gathered on your own. The following are some examples of primary market research:

  • Focus groups
  • Interviews
  • Polls
  • Surveys

Secondary Research

Second- or third-party data or information is referred to as secondary research. Data from second- and third-parties is gathered from what is currently available on the market. Other firms or groups conduct the study, not you. This can include –

  • Articles
  • eBooks
  • Infographics
  • Videos
  • White papers

Qualitative Research

Qualitative research can be done in two ways by Market Research Companies: primary and secondary. You may find out how people feel about your product or service through primary market research methods including interviews, polls, and surveys. The idea is to figure out what they’re thinking. Open-ended questions can be asked, such as:

  • What do you think of our product or service in comparison to the competition?
  • What aspects of our product or service do you find appealing, and why?          

Quantitative Research

Quantitative research is the process of gathering data for statistical analysis. Quantitative research, like qualitative research, can be either primary or secondary. It’s important about having the numbers to back up your marketing approach in this form of market research. The numbers are empirical facts, not interpretations.

Objectives of Marketing Research

  • Proper Planning
  • Controlling Marketing Costs
  • Exploiting New Markets
  • Studying Marketing Competition
  • Studying Impact of External Factors
  • Understanding Consumer Needs

How to conduct a market analysis

Determine the purpose

Determine whether the analysis is for internal or external goals before doing any market research. Improvements in cash flow and business operations are examples of internal purposes. Trying to persuade lenders to provide you a company loan is one of the external purposes.

Find out the industry’s outlook

Outline the current situation of your industry in your analysis. Include data like size, trends, and predicted growth to show where the industry is headed. Make sure you have evidence to back up your assertions.

Pinpoint target customers

You must discover who your target clients are when conducting a market analysis. A target market analysis is the name for this stage of the process. You must have a thorough understanding of who your clients are and where they originate.

Compare your competition

You must first understand your competition in order to do a thorough market analysis. You must also be aware of who your rivals are attempting to target. Take the time to look into what alternative companies are available. Consider elements like your competitors’ offerings, geography, target customers, and market disadvantages.

Gather additional data

When it comes to doing a market study, information is your biggest ally. The more data you collect and possess, the better off your company will be. The information you have should be objective, relevant, and accurate.


Though your findings may be most beneficial to the marketing department, they may also assist other departments in your firm in learning more about your clients or the rationale for your marketing strategy. Median Research is Omni-channel Research and Consulting house having seamless amalgamation of Business Strategy, Marketing & Market Research. If you are looking for a trusted partner to get the business analysis done for your brand, reach out at

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