Hate Marketing Research? You’re Doing It All Wrong

Do you ever feel like you’re stuck in a rut? You’re not alone. Market research can seem dull, boring, and you might think it’s pointless to conduct it at all. Nobody really likes doing marketing research, but it’s a vital part of the marketing process. 

If you want your business to succeed in today’s ultra-competitive marketplace, then conducting market research is an essential part of the equation. But we’ll admit: we don’t enjoy market research much either. 

It involves a lot of work and can be time-consuming as well as expensive if your budget doesn’t allow for extensive customer surveys or focus groups. 

Luckily there are some simple ways that any business can conduct effective market research without spending too much money on surveys or other types of costly investigations into customer behavior patterns and preferences and they aren’t even that difficult!

Marketing For People Who Hate It – YouTube
Key Takeaways
Embrace marketing research as a valuable tool for growth.
Understand the common misconceptions about research.
Align research goals with overall business objectives.
Focus on asking the right questions to gather meaningful data.
Leverage data analysis to extract actionable insights.
Adapt and iterate based on research findings.
Collaborate with professionals for effective research.
Avoid relying solely on intuition for decision-making.
Incorporate research into all stages of your marketing plan.
Stay open to learning and refining your research approach.

Market Size Matters

It’s not enough to know your product and its market. You also have to understand your customers, the people who buy your products and services. 

The more you know about them, their demographics, interests, and buying habits, the better you can target them with advertising campaigns or offer incentives to drive sales.

It’s an adage: “There’s no point in making a great product if nobody wants it.” In today’s business climate where competition is fierce and margins are thinning out quickly because of technological advancements that make production faster and cheaper than ever before.

And where consumers’ attention spans are shrinking along with their wallets knowing what makes someone purchase something becomes even more important than ever before for business survival.

In the realm of marketing research, stories have the power to captivate and resonate. Learn how to harness the art of storytelling to drive deeper insights and engagement. Discover the impact of narrative in your research journey, as discussed in our article on the power of storytelling.

Study Your Surroundings

Let’s start with a quick overview of what hate marketing is, and then we’ll get into how to do it right.

Hate marketing is the act of positioning your brand as an alternative to one or more competitors not in terms of features, but terms of attitudes. 

You’re not just trying to sell something better than what they’re offering; you’re trying to sell something that will make them angry at the very sight of it.

If this sounds like an odd strategy for building a brand and not one you’d ever want to be associated with your own that’s because it goes against conventional wisdom about advertising and branding. 

The reason companies spend so much money on advertising is that they assume consumers need an incentive to buy their products over their competitors’ products (and this is true). 

If all companies were equal in quality and price, there would be no reason for any consumer ever to choose between them; customers would just decide based on taste or convenience alone!

Know Your Competition

If you’re using the same tools as your competition, you’re doing it wrong.

To win the war for your customer’s attention and loyalty, you need to understand what makes them tick. Here’s what we mean:

Who are your competitors? What do they do better than you? How can you use their strengths to overcome your weaknesses? 

Researching what differentiates one business from another is an excellent way to learn how they might be able to improve upon something that isn’t working well in your organization.

Know their customers – who are they exactly? Where do they live and work? What are their age ranges, ethnicities, religions, and so on? 

You’ll want to know these details because this will help shape how effectively (or not) the content resonates with the audience at hand – which leads us nicely to our next point…

Blogging thrives on data-driven decisions. Dive into strategies to gather the essential facts that can elevate your blog’s performance. Learn how to make informed choices by exploring our guide on gathering cold hard facts for a better blog.

Understand Customer Needs

You need to understand the customer’s needs and wants. What are they after? What do they want to achieve with the product or service? How can you help them get there?

In addition, you should also understand their pain points. What’s frustrating them about their current situation? What is making it difficult for them to achieve what they want in life or business?

Finally, you need to understand their motivations. Why did they choose a particular brand or product over others on the market? How does that decision benefit them personally/professionally/financially/visually etc…

A Day In The Life Of A Customer

If you want to know how customers think, what they’re looking for, and what they’re doing right now, do it through the eyes of your target audience. Don’t look at them from a place of judgment or derision; instead, try to understand their needs and wants as best you can.

Understand the customer’s problems: What problems does this person have? What are their frustrations with current solutions? By understanding these issues in detail, you can find ways to help solve them.

Understand their wants: What does this person want most out of life? Are there any aspirations that seem unattainable right now but which could be made possible through your product or service? 

By understanding what people aspire to be or do (and defining those aspirations), you’ll be able to create products and services that become an integral part of their journey towards achieving those dreams.

Remember: It all starts with empathy!

Identify Key Success Factors

The key to successful hate marketing research is identifying the key success factors. There are many different types of information that you can gather from your customers.

But in my opinion, there are only three things that matter; what customers want, what the competition is doing, and what you are doing.

The first thing to consider when planning any campaign or strategy is to know what customers want! You need to understand how they perceive your brand and whether they like it or not. 

For this data collection method to be effective, it must provide insight into both positive and negative perceptions of your product among consumers so that marketers can take advantage of opportunities as well as avoid problems before they happen.

If delving into the world of market research analysis is your goal, you’re on the right track. Discover the steps, skills, and insights needed to carve a successful path in this field. Explore our comprehensive guide on becoming a market research analyst to shape your career journey.

Understand Buying Processes

First, it’s important to understand the buying process. As a marketer, you might be familiar with the buyer’s journey and buying cycle. 

These concepts describe different phases of the decision-making process that consumers go through when they’re deciding whether or not to purchase a product or service. 

For example, someone may look online for information about your product before visiting a retail location and finally making an in-store purchase.

The buyer’s decision-making process is another way of describing how buyers make decisions as they work their way through the buying process described above. 

This model focuses on five steps or stages: problem recognition and awareness; information search; evaluation of alternatives; purchase decision; postpurchase behavior and experience (see Figure 1).

Build Up Your Network of Informants And Allies

You don’t need to build up a grand network of informants, but the more people you can speak with, the better your research will be.

There are two key ways to find interviewees: word of mouth and online surveys. Word of mouth is always best when it comes to recruiting participants for anything related to hate marketing research. 

Pre-existing networks like LinkedIn can help you connect with people who work in your industry or might know others who would be interested in talking with you.

Online surveys are also helpful because they allow you to put out a call for participants and survey them on any subject matter (or subjects) that interest you most at any given time. 

Again, it’s preferable if these surveys are pre-existing so that people won’t think twice about filling them out (and completing the process).

Know The Decision Criteria And Make Them Obvious

If you want people to make a decision, you need to tell them how:

Know The Decision Criteria And Make Them Obvious

Whether it’s a purchase or a vote, your customers are choosing between two options. For them to choose one option over another, they need clear criteria that determine what makes one thing better than another. 

If they can’t easily see why they should choose your product or service over others, then there’s no reason for them to do so.

They Should Be Consistent Across All Touchpoints

There should be consistency across all of your touchpoints including packaging design and messaging on social media channels. 

This shows buyers that there is an overarching story being told by your brand and helps guide their decision-making process throughout the sales funnel (or voting process). 

It also reduces cognitive load by requiring less mental energy as they evaluate different options against each other.

Because everything from how information is presented in advertisements down to details such as copywriting style has already been decided upon ahead of time (and communicated consistently).

Unlocking consistent B2B lead generation requires a strategic approach. Uncover proven methods to discover 100 targeted leads each month and enhance your sales efforts. Learn the techniques and strategies in our article on finding targeted B2B leads to fuel your business growth.

Identify The High-Value Customers

There are four types of high-value customers to identify:

The customers are most likely to buy your product. These are the people who will buy your product when it’s first released. 

They might also be willing to purchase upgrades and new features as they become available, but their purchases aren’t as frequent or consistent compared with those of other customer groups.

The customers are most likely to buy your product again. These folks have purchased your product once in the past.

So they’re familiar with what you have to offer and may be more inclined than others (even if it’s just a little bit) toward making another purchase from you in the future.

The customers are most likely to buy multiple times from you over time and refer their friends too! 

These individuals probably like what they’ve experienced so far and would like even more options that fit their needs better than what they’ve tried thus far (or perhaps just want a discount). 

So while this group is not necessarily all that different than groups 1 or 2, there’s one key difference: They’re willing or able and often both to spend more money on items related to similar interests or hobbies! 

Plus if one person buys something then word quickly spreads amongst friends/family members via social media posts/messages which mean others might follow suit too…

Segment Your Market Like Mad!

Segmentation is the process of dividing your market into different groups based on common characteristics. In practice, this means understanding how to group your customers so that you can target them more effectively.

Targeting is about selecting those segments for special treatment or promotion. It’s where you start once you’ve segmented, and it’s not necessarily bad if done right (though it often is).

Customer segmentation involves breaking down customers into smaller groups based on their needs or desires, while market segmentation breaks down markets according to a certain characteristic, like geography or industry verticals.

Customer satisfaction relates to past experiences with a brand; customer loyalty refers to how likely they are to buy from the same company again in the future; 

Brand loyalty refers specifically to a company as opposed to its products; company loyalty refers specifically to an organization and its mission rather than anything else associated with it (it usually includes things like corporate values).

Brand awareness refers only vaguely back to an existing product line by way of name recognition; brand preference denotes actual purchasing behavior within an established category (this could be anything from cars down to diapers).

Get Real About Budgets

Budgeting is a skill. Like any other skill, it takes practice to get good at it. You can learn to budget, and you can master it. You just have to put in the work and trust me when I say that if you want to hate market your way into success, then budgeting will be a necessary evil for you!

As for those of us who do hate marketing: we need to accept the fact that we’re going to have to spend money on our businesses (or start with a lot more than zero dollars). 

Once that’s out of the way, though…we can get started building up some cash flow so we’re ready for whatever comes next.

Demographics Are Not Psychographics

Psychographics are more important than demographics.

You’ve probably heard the term “demographic” before, and you may even know what it means. Demographics are things like age, gender, and location things that tell you how many people have purchased this or that product in the past. 

But these pieces of information don’t tell you anything about who those customers were as human beings; they just describe them generally. Psychographics is different: It’s about understanding a person’s unique behaviors, typical attitudes, and values. 

This can help companies target ads more effectively because they’ll be reaching people who fit their brand instead of wasting money on irrelevant ads for products no one wants to buy in the first place!

For example: What does Amazon know about its customers? Well…pretty much everything about them! 

They know what books you’ve read recently (and what other books might interest you), how much money you spend on groceries every month (and whether your shopping habits fluctuate seasonally), and whether your preferred method of payment is cash or credit card…the list goes on! 

And all this data helps Amazon create better recommendations based on what each customer has historically shown interest in buying over time – which means improved profit margins through increased sales volume without having to spend any extra advertising dollars upfront!”

Generate Qualitative Research Before Quantitative Research Is Conducted

Many people jump straight into quantitative research (i.e., surveys and experiments) without first doing any qualitative research. This approach is problematic for several reasons:

It’s not useful for understanding the customer. Qualitative research involves talking to customers, observing them in their natural habitat, and asking them questions about their feelings, needs, and motivations. 

Without this kind of insight into what makes your audience tick, you’ll never really be able to understand how they think or behave when interacting with your brand or product and that’s essential if you want to create experiences that resonate with them on an emotional level.

It doesn’t help you understand the market as a whole either. While some data sets provide information about an entire industry (e.g., census data), others focus on specific segments of the marketplace (e.g., consumer behavior studies). 

Understanding which segments are most likely to buy from you requires more than just looking at numbers; it also requires getting out there in person and talking to potential customers face-to-face something only qualitative research can provide firsthand insights into!

Quantifying the effectiveness of an ad campaign involves the right balance of data and testing. Explore the science behind determining the optimal number of visitors for meaningful results. Check out our insights on testing ad campaigns and visitor counts to make informed decisions in your marketing efforts.

Be Prepared To Create And Use Personas

The most important thing to know about personas is that they are not just a marketing tactic. They are a tool that can be used to develop empathy, which leads to better products, better content, and ultimately more sales.

So what exactly is a persona? A persona is an imaginary representation of your ideal customer or user a composite of real people with common traits who have shared experiences and goals in their purchase decision-making process. 

Personas help you understand your target audience by giving you insight into the needs they have when interacting with any given product or service on the market today. 

By understanding who they are, what makes them tick, what gets them excited (and what doesn’t), how much money they make…

You’ll be able to create better products that solve real problems for these people instead of just guessing at how customers might react based on some vague sense of who “someone out there” might use it.

Write Survey Questions Carefully And Test Them First!

If you’re going to do a survey, then do it right. This means testing your survey questions before sending them out. The goal is to get good data, so make sure your questions are phrased correctly and all the answers make sense. Here’s how to do that:

Test Your Survey Questions Before You Start Your Survey: After you’ve written your survey question(s), test them on a small group of people who will fill out the questionnaire for you. 

Let them take a look at everything, as well as give their opinions on how they would answer each question if they were taking part in the study themselves. 

Ask them what they think about each question (does it make sense?), then ask if there could be any other way of phrasing it that would work better for everyone involved with getting results from this experiment? 

If there are any problems with wording or clarity in any way at all, fix those now so that when responses start pouring back into our inboxes we don’t end up having issues later down the line because some poor soul got confused by something we wrote wrong!

Investigate Customer Satisfaction Metrics, But Don’t Let Them Block You From Asking New Questions

You’ve probably heard that customer satisfaction is a good indicator of how well your company is doing. This is true, but it’s not the full picture. Customer loyalty is better.

Customer loyalty has been defined as “the willingness of an individual or firm to commit to and remain with a relationship involving repeated transactions.” 

When customers are loyal, they’re less likely to abandon your product or service and more likely to advocate for it. 

And while building customer loyalty isn’t impossible (it can be done), it’s not easy either you have to earn it by creating frequent interactions with them based on shared values or experiences.

Understand The Difference Between Customer Loyalty And Customer Satisfaction

Understanding the difference between customer loyalty and customer satisfaction is a crucial part of the hate marketing research process.

Customer loyalty is the propensity of a customer to repurchase from a company, while customer satisfaction is the degree to which a customer is a content with a company’s product or service. 

They are two different things that have very little in common or at least they shouldn’t have much in common if you do your job correctly as an HMR professional!

If you’re looking at your data and seeing that half of your customers are loyal and half aren’t, it means that your products aren’t doing their job well enough, so it’s time for some re-strategizing! The goal should always be 100 percent loyalty over time (if possible). 

Don’t get too caught up in short-term gains; they won’t last long anyway, while sustained high levels of engagement will pay off dividends over time. 

A one-time sale from disloyal customers won’t amount to much when compared to all those loyalists who keep coming back year after year because what makes them happy about buying from you makes them feel good about themselves too!


Congratulations! You’ve just learned some new strategies for conducting market research. And you should be proud: many people are afraid of investing the time and effort it takes to do research right, but you’re now able to make yourself stand out as an expert in your field. 

Don’t forget that there’s a lot more information out there, and if you ever want some help digging up valuable insights, we’re here for you.

Further Reading

Here are some additional resources for further reading on related topics:

Understanding Market Research Methods A comprehensive guide that delves into various market research methods and their applications, helping you choose the right approach for your needs.

Avoiding Common Mistakes in Market Research Learn about six common mistakes that can hinder the accuracy of your market research findings, along with strategies to prevent them.

Types of Market Research Surveys Explore different types of market research surveys and how to leverage them to gather insights that drive informed business decisions.


What are the key benefits of market research?

Market research offers valuable insights into consumer behavior, preferences, and trends. These insights help businesses make informed decisions, optimize marketing strategies, and develop products that resonate with their target audience.

How can I ensure the accuracy of my market research?

To ensure accuracy in market research, it’s important to design well-structured surveys or studies, use a representative sample, and minimize biases in data collection. Regular validation and cross-referencing of data sources also contribute to increased accuracy.

What are qualitative and quantitative market research methods?

Qualitative methods involve gathering non-numerical data, often through interviews or focus groups, to gain a deeper understanding of consumer opinions and motivations. Quantitative methods, on the other hand, rely on numerical data collected through surveys or experiments to provide statistical insights into trends and patterns.

How can I choose the right market research method for my project?

Selecting the right method depends on your research objectives and the type of information you seek. Qualitative methods are ideal for exploring new concepts and understanding customer perceptions, while quantitative methods are suitable for measuring trends, correlations, and making statistical predictions.

How do online survey platforms contribute to market research?

Online survey platforms, like Typeform, provide efficient and cost-effective ways to collect data from a wide audience. They offer customizable survey designs, automated data collection, and analysis tools, simplifying the process of conducting market research and gaining insights.