Why carry out marketing research ?
Marketing research helps identify growth opportunities and assess the viability of new projects or markets, thereby minimizing risks and optimizing investments.
In addition, they provide valuable information for developing effective marketing strategies, helping to determine the most appropriate distribution channels, competitive prices and relevant promotional messages.
These studies make it possible to monitor the competition and constantly adapt marketing strategies to remain competitive in a changing environment.
The keys to successful marketing research
- Define the research objective
Before embarking on a marketing study, ask yourself what the purpose and objective of the study is, and what you hope to gain from it. You need to formulate this objective precisely. When formulating this objective, bear in mind that the aim of every marketing study is to better understand your customers, so as to be able to offer them the right product or service.
NB : Although you may be tempted to collect as much information as possible about your future customers, remember that carrying out marketing research involves costs.
With VISIONNEERS you can clearly define the characteristics to be addressed, and reduce costs without compromising on obtaining the necessary objective information.
- Monitoring and collecting information
Once you've decided on the type of study to be carried out, whether qualitative or quantitative, it's time to choose the appropriate tools to collect the necessary data. For quantitative research, questionnaires and surveys are the most commonly used methods. They are particularly relevant if you aim to measure frequencies, compare your competitors' performance with your forecasts, or assess key indicators such as brand awareness or customer satisfaction.
For qualitative research, interviews are preferred. These interviews, which are generally extended, enable us to explore participants' opinions in depth. They can be conducted face-to-face or in groups, depending on the purpose of the study, whether to test a new product or service, or simply to encourage collective reflection.
- Analyze and present results
Once the data has been collected, the next step is to analyze the results. This involves cross-referencing the various pieces of information obtained to establish relationships and interpret them. Crosstabs are effective tools. The key is to present them clearly and concisely. This is usually done in the form of a written or visual report.