Updated May 31, 2023
Introduction to Marketing Research
Marketing research is a conceptual management process that allows the movement of goods and services to consumers. It is a very smart coordination of the four elements called the 4 Ps. These elements are important to understand marketing research better. They are listed below to make your concept clear.
Marketing Research – Before we start, think about how much time and money you spend on every business activity, whether manufacturing a product or giving a service. The money, of course, might be as per the set budget, and time might be planned. However, how much time and money do you spend distributing or selling your product and services?
Sales are the ultimate way of maintaining profit, so you spend time and money reasonably in pushing to sell your product and services, right? Well, if you are not, you should think about it.
Your ultimate marketing research goal is to sell your products and services; if you sell well, you increase your turnover and profit. I would like to ask you this question the other way around, ‘Why do you think spending on selling your products and services is not important?Image source: pixabay.com
What is spending on selling your products and services?
The spending can be by having a sales and marketing research team or both teams to maximize your sales. To most people, sales and marketing research mean the same; however, both terms differ. They are very strongly intertwined.
Sales are a result of proper marking research. Using the right market research can increase the sales of your goods and services and expand your business. Now that’s what the importance of marketing research in industry is for.
The 1st step is clear: you must identify, select and develop the product. Companies do not have a single product. They have several of them and keep launching new ones to increase their sales and revenue.
So they identify what product is in demand, select the right product, and finally develop it. Product here is the goods as in physical goods and services both.
The second most important element is the price of the product. You wouldn’t want to underprice your product as it will take a toe on your profit and hit your profit margins.
You cannot keep your product price higher than your competitor’s products, as it will affect your sales. Also, you must price your product just right to balance your sales and profits.
The third element is the area of the customers you would want your product and service to reach. It would help to choose the right distribution channel to get the right consumer. Going to the right consumers through a distribution channel increases your sales and profit margins.
4th P—Promotional Strategy
Once the other elements are clear, now is the time to strategize your promotional activities, depending on the other elements. The right promotional activities are decided, and then implementation is done based on several data and reports. This implementation brings you results in the form of your profits and earnings.
The definition of marketing research explains a lot. In business terms, marketing research makes sure that it fulfills the customer’s need to keep the customer content about the money spent on the product and services that he has exchanged for cash, unlike sales: selling is only concerned about using tact and different marketing research techniques of making customers exchange some money for the exchange of products and services you are asked to sell, irrelevant of customer needs and satisfaction.
Marketing does not get the customer to pay for your products and services without checking on the relevance of the value of the goods and services; however, it does create a demand for the products and services to be sold in the right direction and amongst the right audience.
Let us look at it closely because I am so sure the relevance of marketing research can still be elaborated further.
Top 10 important reasons why marketing research matters
So now let us look at the 10 important reasons marketing research matters.
1. Consumer-focused research
The world and your country have people in billions. To market correctly, you need to focus on a lot of people. You cannot sell or market a solitaire or precious jewellery to domestic workers, focusing on the higher middle-class people and the population in the upper or the rich class is much more beneficial for a precious jewellery business.
Similarly, different marketing research companies have another segment of products and services, and their focus on sales vary with the class of people they come across. Marketing research focuses on the requirement and the satisfaction of the consumer.
One simple law of the corporate world is “your CUSTOMER is the KING of the market” To stay in business, you need to keep in touch with the king through various marketing research. You must conduct regular meetings to understand today’s consumer and their requirements.
Time has changed, and so have people (your customer). You need to know them. You have to keep your customer happy.
2. Marketing research directs you
Marketing works are based on marketing research data derived from research work, analyses, marketing research projects, etc. Unlike sales, it does not work on simply pushing its product on a customer. Marketing a product and then using the sales team to sell the same gives you better results, as marketing the product has already started to create demand for the development and services in a focused lot of customers.
Marketing researchers can guide the consumer’s requirements and what is important to him. Basis the provision of the customer, the company focuses and prioritizes the sales of its products and services effectively. Marketing research can guide you through and direct you to your focused customer’s short-term and long-term requirements.
3. Helps you to find the most profitable growth opportunities
Yes, every team wants to maximize profits in business, sales, and service. Everyone in business is out there to make profits; profits are your gross turnover minus your expenditures. Now how is it that you can maximize your profits?
To maximize your profits, you need to cut down on the expenditure of the marketing research organization. The market researcher helps you collect data, strategize and analyze the same so that you can focus on the right ways of doing business to cut down on expenditure and maximize your profits.
4. Creates a brand name and a brand position in the market
Marketing research focuses on both the short and long-term requirements of the customer. By doing so, the market researcher creates a requirement for the products for both the short and long term for the customer. The product’s brand name gets popular, giving it recognition and a position.
Unlike sales, where the focus is only on selling the product and service for that moment, marketing research focuses on customer needs and requirement and suggest products accordingly by not pushing a product. When the customer’s requirement is focused on you, develop a relationship with the customer, a long-term relationship, help him trust you, and he does come back to you for your products and services.
5. Gives you an understanding of your competition
Well, knowing your customer is very important, in fact, the most important part of your business; however, you have to see the competition your business is going to face from day one. Archiving a monopoly stage is nearly impossible today; you have a competitor in any industry you take up.
Hence it is very important to know who your competitors are, what they are selling, what their focus is, what their strategy is, what is their position in the market that you want to sell in, etc. A market researcher gets you the data that answers all the marketing research questions you must have an answer to before you try to crack the market.
6. Helps reduce your risk
Marketing Research and analyses collect a lot of data from the market from the king of the market themselves. Data is never wrong it will never give you a wrong picture of what is the requirement of your customers and when.
This helps you in producing and selling the required quantity only. It will minimize wastage, saving you the risk of loss. Reducing the risk of loss is very important as it can affect your business. Continuous loss in business can also bring you to a point where you might have to shut down your business or leave the market.
7. Increases decision-making abilities
The study provides birth to data. It works only based on research, research with customers, their feedback, their requirements, their expectations, and the changes they would want in a given product. Marketing researchers and analysts use this marketing research data to help the management make decisions about the products and services, new introductions or changes in the existing one, and how they can sell it better.
8. Creates future customers
As discussed earlier, unlike sales, marketing research does not focus on selling only today for archiving target of the day or target of the month; it focuses on creating a customer base for today and tomorrow. The floor is made by creating a relationship with the customer by knowing his likes and dislikes and by being in touch with the king of the market regularly in some form or other.
You can use the marketing research survey team to go out in the market and talk to the customers, or you can use social media to keep in touch with the customer, the television, the radio, and many more options.
9. Correct promotional activities
Giving an advertisement in the new paper, television, or radio is a very good way of marketing research your goods and services. By doing so are, you and your market researchers focusing on the correct audiences.
Are you putting your message across to the customers correctly, are you explaining to them how you will fit into their lives perfectly and how you will be able to affect their lives?
Promotional activities are correct or put across correctly if your audiences understand what you want to convey to them. Use whatever means to ensure you can communicate what you want to speak to the right audience.
10. Maximizes innovation
You are in the market today and need to use innovation appropriately; absolute failure. Innovation helps market researchers of your company maximize growth opportunities and take your brand name to a different growth level. To help your brand grow, you must use innovation and innovative marketing research ideas.
It not only helps promote the products and services, but it also designs your product correctly, designing your websites. It also helps you maximize benefits and features by addressing the correct audience and fulfilling their needs and requirements.
Time has changed, and changed time has made the customer the king of the market, so if the customer decides your stay, you will stay in the market, or else you might have to leave the business. So it is very important to keep the customer happy and content by understanding their requirement and needs.
To understand your customer better, you must go amid your customers to gain their feedback and develop data to research and work on. Basis the data market researchers and analysts help the company make several decisions correctly to grow their sales, maximize their revenues, and reduce their expenditure, increasing and maximizing their profits.
This is a guide to Marketing Research. Here we have discussed the basic concept and the Top 10 important reasons marketing research matters. You may look at the following articles to learn more –