A successful business is a reflection of the needs and wants of its customers. One way to ensure that your company meets these needs and wants is by doing research. Marketing strategies cannot be developed without understanding who you are targeting, what they want, and how they behave. This blog post will cover some basics of research so that you can get started on! developing a marketing strategy.
Consumer research is a method used to gain information on customers and potential consumers, including their wants, needs, buying habits, social behavior and trends. To accomplish these goals, the following four steps are typically involved:
1. Conducting primary consumer research- use of questionnaires, interviewing/focus group discussion with consumers who have a good understanding of the problem or issue at hand.
2. Conducting secondary consumer research- gathering published reports, statistics, market studies, and other data collected by public sources, including government agencies and trade associations.
3. Analyzing data/reports from primary and secondary research – information on target markets is compiled to produce useful research.
4. Creating consumer profiles – information from both primary and secondary sources is combined to produce a profile of the target market/consumer, including their most important characteristics and observations that can be used in marketing strategies.
Primary vs Secondary Consumer Research: Knowing the difference between these two types of research is key for completing assignments and projects and for making sound business decisions.
Primary research is data collected directly from consumers through questionnaires, interviews or focus groups. This happens in the field rather than beforehand and provides marketers with immediate feedback on how their products are being received by the public. Primary research allows marketers to explore market opportunities and barriers that they might not have known existed without it. Another benefit of primary research is its ability to provide specific details about consumers, their preferences, and their reasons, which helps marketers cater their products specifically to what potential customers want.
However, there are some disadvantages associated with primary research that must be considered. First, it can be expensive since it requires travel or in-person interactions. Also, it is not always easy to locate and gain the trust of potential consumers since they may feel uncomfortable revealing personal information about themselves and their preferences and opinions. Another drawback to primary research is that responses can be influenced by how questions are asked or what other factors might be impacting those being surveyed, such as mood, time of day or even appearance of the interviewer.
Secondary client research is data that has been compiled by someone else rather than those conducting the research themselves. This type of can be found online and offline (i.e., books, journals and). The major benefit of using secondary research is that it typically requires time and money. Also, because secondary research has already been gathered, marketers can spend more time analyzing the data and making decisions based on their findings.
However, since this research is not collected directly from consumers or businesses that will be using it, it typically lacks depth and only offers high-level information that others have already published. Another drawback to secondary research is that sometimes the data may be irrelevant to the issue at hand or outdated.
Since primary and secondary client research have their own advantages and disadvantages, effective marketers will use both when planning campaigns and making decisions about new products. Primary consumer research offers an in-depth look at how customers react, while secondary research provides a broader view of the market.
Primary vs secondary research is an important distinction to understand since it can significantly impact your success as a student or practitioner of marketing! Let us know what are some other key differences between primary and secondary consumer research?
In summary, marketing research is used to gain and evaluate information about the organization’s intended audience that will be helpful in marketing strategies. The type of market research conducted depends on whether a company or an individual is undertaking it, what they hope to accomplish with their findings, and how much time and money they have available.