18 Smart Tips On How To Improve Your Marketing Research

There is no doubt that market research is crucial for the success of your marketing campaigns. Through market research, you gather all of the information about the target audience and find out how to tailor your marketing efforts accordingly. 

That’s not nearly as easy as it sounds but this guide will help you improve your marketing research, which will ultimately help your business grow by attracting more customers and even retaining them in the long run.

One last thing before we get started: there are many different ways to approach market research, so it’s important to understand that some of these tips may work better for you than others. 

But don’t worry! If they don’t work well with your specific type of marketing campaign, there are plenty more options available here at [Your Brand].”

Lecture 18 : Marketing Research – YouTube
Key Takeaways
1. Implement a structured approach to research projects.
2. Clearly define your research objectives.
3. Utilize a mix of qualitative and quantitative methods.
4. Ensure your sample size is statistically significant.
5. Choose the right tools for data collection and analysis.
6. Regularly validate the quality of your collected data.
7. Keep up with industry trends and best practices.
8. Consider biases and potential sources of error.
9. Collaborate with cross-functional teams for insights.
10. Leverage social media for real-time consumer opinions.

Table of Contents

1. Carry Out Thorough Research

The most important thing to remember when it comes to marketing research is that it’s the foundation of any successful campaign. If a company wants to be successful and stay ahead of their competitors, they need to do market research. 

Market research helps you determine what your customers want and this is something that will help you run an effective marketing campaign. 

You may not realize how important this step is until after the campaign has started and there are problems with sales or customer satisfaction (or both). 

Your competitors will always be trying to get ahead of one another by offering better products or services than yours, so if you don’t know what your customers want then how can you give it to them?

To understand the fundamentals of marketing research and how to execute it effectively, follow our comprehensive guide on What Marketing Research Is & How to Do It: Step by Step. It provides step-by-step instructions to help you master the process.

2. Establish Clear Objectives And Goals

First, you need to establish clear goals and objectives. This may seem obvious, but it’s important! You can’t solve a problem if you don’t know what the problem is.

What are some examples of specific objectives? Maybe your company wants to increase sales by 20% in the next year or two. Or maybe one of your clients wants more followers on Instagram (and yes, this IS a goal).

You might also want to set smaller objectives for yourself as well: say, lose 5 pounds in 6 months or run a half-marathon within 12 weeks. These will help keep you accountable and motivated throughout the process!

3. Plan The Research Process

Planning is a big part of being successful in any endeavor. If you don’t plan, you’ll likely waste time, money, and resources by not staying on track with your goals. You can avoid this by planning the research process:

Determine what information is required for each research task.

Assign specific tasks to each member of your team or organization. Everyone must understand their role in producing the final report (or whatever end product you’re looking for).

Create a timeline and stick to it! Make sure everyone on your team knows what they need to do when so as not to get caught up in distractions that could jeopardize an entire project’s success

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4. Concentrate On Key Areas

When you’re just starting, it can be tempting to try everything at once. You want to improve every aspect of your business, so you go after all the things that are within your control. 

But while this is a good strategy for long-term success, it’s not necessarily the best way to prioritize your marketing research efforts in the short term.

Instead of trying to fix every problem with one big move, focus on the areas that will have the most impact and then decide on how much time and energy you want to put into them. 

The best way for you to do this is by dividing up tasks based on how important they are for each part of your business.

For example:

If having a strong online presence matters most for eCommerce companies like yours (like ours).

Then make sure that search engine optimization (SEO) continues as high a priority as possible even if there are other things like mobile apps or social media marketing campaigns that could be improved upon more quickly.

On the other hand, if retention rates at restaurants are more important than anything else right now (again like ours), then focus all available resources on understanding exactly why customers leave before looking into ways of improving those numbers.

Because even though there may be other low-hanging fruit out there in terms of customer experience improvements (like adding table service!), nothing compares with preventing customers from leaving altogether!

5. Uncovering the Needs And Wants Of Consumers Is A Must

To market your product, you need to understand the needs and wants of consumers. The buying process is an important part of this process.

The buying process is a series of steps that consumers take when they want to buy something. The following are the different stages in this process:


When you’re aware that you need or want something, but don’t know exactly what it is yet (e.g., “I need a new car”).


When you compare different brands and models (e.g., “I’m considering buying an SUV versus a sedan.”).

When planning your next marketing research project, don’t miss out on the valuable insights that come from asking the right questions. Discover 11 essential questions to help you prioritize and streamline your efforts in 11 Questions to Help You Prioritize Your Next Marketing Research Effort.


When you conduct research on specific products within a category (e.g., “Which minivan should I choose?”).

Purchase Decision 

Which brand/model will win over all other options? (“I’ve decided on the Honda Odyssey.”)

6. Learn What Your Competitors Are Up To

By understanding what your competitors are up to, you can learn a lot about what’s working and what’s not. You should also keep track of what they’re spending their money on and where they’re focusing their efforts.

For example, if one of your competitors is spending a lot of money on social media ads but hasn’t seen any return from it, then perhaps that isn’t the best strategy for you.

7. Track The Changes In Buyer Behavior And Buying Habits

Understand the changing needs of your customers, who they are, what they want, and how they buy.

Track the latest trends in your industry, market research on new products or services that have been introduced by competitors as well as any other information which may help you to better understand your target market’s needs within their current environment.

8. Make Sure You’re Targeting The Right Audience

Knowing your target audience is essential for any marketing research. It will help you define your product or service, and it will also help you determine the best way to reach that target audience. 

If done correctly, knowing your target audience can be the difference between success and failure in the market.

How Do I Know If My Current Marketing Research Is Targeting The Right Audience?

Ask yourself: Are there any other brands that are selling similar products or services in this space? If so, what is their demographic like? What kind of people tend to buy from them? 

These questions should give you an idea as to whether or not your current customers are similar enough (or different) to theirs to make a dent in the marketplace.

Look at some of their ads online. What kind of images do they use? What kind of language do they use when describing themselves or their products/services? 

These will give clues as to what types of things appeal most strongly to their customers based on past experiences – which may not necessarily apply to yours!

Enhancing conversion rates is a vital goal in marketing. Learn practical strategies to boost conversions by focusing on clickthrough rates in our article: 15 Ways to Increase Conversion with Clickthrough Rates. Elevate your marketing campaigns with these proven tactics.

9. Use Multiple Methods Of Collecting Data For Research

You can collect data through both primary and secondary research methods. This includes using both quantitative and qualitative methods, as well as online and offline data collection methods. 

Likewise, the analysis of the collected data can be done using both online and offline analysis methods, or even presentation of the findings to clients or management in an executive report.

Your marketing research might involve a combination of these different types of data collection processes so you can get a better understanding of what is happening with your target audience (i.e., consumers).

10. Prioritize Primary Data Over Secondary Data Sources

There are many sources of secondary data, and it can be tempting to use them when you’re working on a time crunch. But there are several reasons why you should prioritize primary research over secondary data sources:

Secondary data isn’t as reliable as primary data. While secondary sources can be accurate, this isn’t always the case. 

For example, if your target audience doesn’t trust a source like Wikipedia or Yelp enough to share their personal information with them (i.e., give their mailing address or phone number), then those companies won’t have any way of verifying whether they live there or not!

Secondary data isn’t as timely as primary research methods like surveys and focus groups because they aren’t conducted in real-time; 

Instead, they rely heavily on historical trends which may no longer apply today thanks in part due to advances made by technology such as smartphones being used more frequently than landlines nowadays among other factors contributing to change over time.

Such as social media networks becoming popularized alongside email usage declining rapidly due to changes occurring at workplaces across industries worldwide which would affect how employees communicate professionally with one another online versus offline so please remember this next time you’re doing market research around these topics specifically.”

11. Gather As Much Qualitative Data As Possible

Gathering qualitative data is time-consuming, but it pays off in the long run. Qualitative research requires much more time and effort than quantitative research. 

However, qualitative data is more valuable because it provides a deeper understanding of customers’ needs and motivations. It can also be used to identify opportunities for improvement in your product or service.

If you want to conduct a successful marketing research project and identify opportunities for improvement, you must gather as much qualitative information as possible from your target audience.

12. Understand The Difference Between Quantitative And Qualitative Research Methods

Quantitative and qualitative research methods are the most common kinds of marketing research, but what exactly does this mean?

Quantitative research is the opposite of qualitative. It relies on numbers and statistics to quantify data. 

Quantitative researchers use surveys, polls, experiments, etc., which are usually conducted on a large scale. They’re useful for large-scale studies because they can be collected and analyzed quickly.

Qualitative research looks at how people behave or speak in their day-to-day lives rather than measuring their opinions or feelings about something. 

Qualitative researchers observe behavior or conduct interviews with people to understand their motivations behind certain actions (or lack thereof). 

Qualitative research is often used when there’s no need for an exact figure or number of results for example: 

If you want to know whether people prefer your product over another competitor’s then conducting a quantitative study would probably be more appropriate than conducting a qualitative one where interviewees would give vague answers like “I think it’s better” without providing any concrete evidence as proof.”

Social media has become an integral part of modern marketing research strategies. Harness the power of platforms like Facebook, Twitter, and more to gather valuable insights by checking out How to Use Social Media for Marketing Research. Unlock the potential of social media data for informed decision-making.

13. Analyze All The Data You’ve Gathered After Your Market Research Project Is Finished

Once you’ve finished your market research project, it’s time to sit down and analyze all the data you’ve gathered. This is an important step because it will help you identify common themes and patterns in what people are saying about your product or service. 

You’ll probably also find some trends, patterns, relationships, and outliers all of which may have some interesting implications for how you proceed with this marketing campaign.

This analysis should also serve as a reality check: make sure that what people have said about your product/service aligns with other information about it (such as industry stats) so that any decisions made based on this new info are accurate; 

Also, make sure there isn’t anything particularly strange or unexpected in their responses before proceeding further (like someone who has never tried one of your products says they love them).

Finally, make sure that whatever conclusions or recommendations come out of this process will be useful! 

For example: If a big takeaway from all those interviews was that everyone wants free shipping but only two people mentioned paying extra money for faster delivery options…well then maybe free shipping isn’t such an important factor after all?

14. Create An Action Plan Based On Your Findings

Now that you’ve done your research, it’s time to make use of what you learned. There are three common ways to use the results:

Create an action plan based on your findings. This should include any new initiatives or strategies that will be implemented as a result of the research.

Use the results to improve your marketing efforts. You can look at specific areas where improvements might be needed and implement changes accordingly, whether it’s adjusting messaging or working on improving customer service response times, for example.

Use the results to improve your product or brand identity; 

Maybe there were some insights into how customers feel about certain products or services offered by competitors that could help inform future product development decisions (or at least give you some insight into which areas are ripe for improvement).

15. Ask For Help From Experts When Needed

It’s impossible to be an expert in everything, especially when it comes to marketing research. You need a clear idea of what you want your marketing strategy and campaign to achieve, and then you can start looking for experts who can help you achieve this goal.

When considering whether or not to hire a market research firm or do it yourself, three things are important:

What is your budget? If you don’t have the funds for hiring a specialist, then conducting the research yourself could be the best option.

How much time do you have available? There’s no point in hiring someone else if they won’t be able to deliver on time because their schedule is too full!

16. Do Not Be Afraid To Test New Approaches To Market Research If You Think It’s Necessary

Market research is essential to the success of any business. If you are not willing to experiment with new methods to collect data and evaluate your products, then you will find yourself stuck in a rut.

If you think that the current method that you use for market research is not working well enough, then it might be time for an update. It’s okay to get creative: sometimes a new approach can help provide more accurate data than what was previously available. 

While it may take some trial-and-error before finding the best solution for your company, remember that there is no harm in trying something new!

17. Keep Up With The Latest Trends In Marketing And Stay Informed About What’s Happening In Your Industry At All Times

You should always keep up with the latest trends in marketing and stay informed about what’s happening in your industry at all times.

You can use the internet to read up on industry news, as well as social media platforms like Facebook and Twitter. 

Industry publications are another great way to stay informed of new developments, as well as attending conferences where you can meet with other marketers directly to learn more about their experiences.

18. Go Into Your Marketing Campaigns With As Much Information As Possible

Market research is an ongoing process. You can’t know everything about your customer base, especially if you’re dealing with customers from different cultures or backgrounds. 

Subsequent market research is also important because it can help you get rid of the uncertainties in your business and make it more systematic.

Plan ahead: Planning is essential when conducting market research so that you don’t waste time or resources on things that don’t serve a purpose for the company at hand. It’s best to have a planned schedule for the whole process so there are no delays along the way!

Ask direct questions: To gather reliable information about your target audience, ask them direct questions about their preferences regarding products or services offered by companies like yours to understand what makes them tick.

This will give valuable insights into what makes up these individual consumers’ mindsets as well as where they might overlap with other demographics within society overall.* Follow up with clients later on: 

Once all interviews have been conducted successfully (and hopefully everyone was happy), contact those same people again after some time has passed since their initial meeting.

Asking follow-up questions such as whether they’ve purchased anything yet since talking with us first might yield even more useful information; we’ll then be able to see if any changes occurred over time due to our efforts at reaching out earlier!


Marketing research can feel overwhelming, especially when you’re first starting. But if you follow the steps outlined in this article, you’ll be much more prepared to make informed decisions about your campaigns and spot trends before they happen. 

With practice comes experience, and before long you’ll have an instinct for what works best with your audience (and what doesn’t). Good luck!

Further Reading

Developing Skills for Successful Market Research Short Description: Learn how to develop the essential skills needed to excel in the field of market research and drive impactful insights.

Understanding Brand Awareness and Its Importance Short Description: Dive into the concept of brand awareness, why it matters, and how it can contribute to your marketing strategy.

Guide to Market Research in the Buyer’s Journey Short Description: Explore how market research plays a crucial role in understanding the buyer’s journey and making informed marketing decisions.


What skills are essential for success in market research?

To succeed in market research, you need a combination of analytical skills, data interpretation, strong communication, and the ability to derive actionable insights from gathered data.

How does brand awareness impact marketing strategies?

Brand awareness influences how consumers perceive and recognize your brand. A higher level of brand awareness can lead to increased trust, consideration, and loyalty among potential customers.

How can market research guide decisions along the buyer’s journey?

Market research provides insights into consumer preferences, pain points, and behaviors at various stages of the buyer’s journey. This information helps tailor marketing strategies to meet customers’ needs effectively.

What role does data analysis play in market research?

Data analysis is a critical aspect of market research. It involves examining gathered data to uncover patterns, trends, and insights that inform marketing strategies and business decisions.

Why is understanding consumer behavior important in market research?

Understanding consumer behavior helps marketers predict how customers will respond to products, services, and marketing efforts. This knowledge is essential for creating targeted and effective marketing campaigns.

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