Optimizing Marketing Research To Get The Answers You Need

Data is king. The more data you have, the easier it will be to make informed decisions. And when you need new insights and information, marketing research can help. But in order for your research to be useful, you must craft it well. 

Only then can you get the answers you need to make better decisions that drive growth. In this article, we’ll cover some tips for optimizing your next survey so that you can collect the data you need without wasting time or resources

How to Optimize a Lean Market Research & Insights Team
Key Takeaways
1. Effective market research is crucial for informed decision-making.
2. Clear research objectives are essential to guide the process.
3. Select research methods that align with your goals and audience.
4. Gather data from diverse sources to ensure comprehensive insights.
5. Analyze data thoroughly to identify patterns and trends.
6. Implement actionable insights to refine marketing strategies.
7. Continuously optimize research approaches for ongoing success.
8. User feedback plays a pivotal role in shaping marketing strategies.
9. Stay updated with industry trends to remain competitive.
10. Leverage technology and tools to streamline research processes.

Read Your Existing Data

After you’ve done your research and collected all the data, it’s time to take a look at what you have. The first thing to do is understand the limitations of your data. What kind of questions can you ask about this particular set? 

If there are certain gaps in the information or inconsistencies in how it was collected, those are going to be present in all future analysis as well.

Once you have a better understanding of what’s available and what needs further exploration, you can start asking specific questions about what kind of answers would help give context to this information. 

This could be something like “How many people visit our website each day? What time do they come? How long do they stay?” Or maybe it’s more specific: “What percentage of visitors come from social media sites like Facebook or Twitter versus search engine results pages (SERPs)?”

Conducting thorough market research is crucial for informed decision-making. Learn how to navigate this process effectively with our comprehensive guide on conducting market research in 14 easy steps, and discover the key insights that drive successful strategies.

Ask What You Want To Know

The first step in creating effective research is to know what questions you want answered.

For example, if you are hoping to determine the key drivers of customer loyalty, then asking about customer satisfaction alone will not give you a full picture. You need to dig deeper into what drives consumer behavior and perceptions.

Similarly, if sales have dropped over the past year but profits have increased due to new strategies implemented by your company, then asking “How do customers feel about our product?” 

May provide some insight into consumer sentiment but won’t provide answers as to why sales are down or how profits were earned (unless those sentiments are connected).

Create Hypotheses

You need to know what you’re looking for before you can find it. Before you begin your search, take a few minutes to write down what you want your research to accomplish. 

This is called a hypothesis, and it should be as specific as possible so that your questions can lead directly to answers.

For example: “I want to increase my sales by 20% in three months.”

It’s also important not to worry too much about what other people’s goals are, or how they might differ from yours you should set your own priorities based on where your business is right now and what resources are available at this moment in time. 

Be ambitious with your hypotheses but realistic! If increasing sales by 20% seems unattainable given the current state of affairs in the market (and it probably is), aim for something smaller and build up from there over time.

Marketing research comes in various forms, each offering unique insights. Delve into the world of research methodologies through our exploration of the different types of marketing research, and uncover the approaches that best suit your objectives.

Choose The Most Appropriate Question Type

As you begin to craft your survey, you’ll want to consider the type of questions that are best suited for your research. There are many different types of research question types, including:

Open-Ended Questions

These allow respondents to answer within their own words, often by writing answers directly onto a computer screen or paper form. The responses are then coded and reported as text.

Closed-Ended Questions

These require respondents to choose from prewritten answers that have been predetermined by the researcher (i.e., “yes” or “no”, “strongly agree” or “strongly disagree”). 

Depending on the purpose for which this type of data is being gathered, closed-ended questions can be helpful in quickly gathering information about specific topics without having to spend time coding text responses into numeric values for statistical analysis purposes.

Checkbox Questions

This type of question allows you to gather information about multiple concepts at once by asking respondents whether they feel favorably toward one thing after another (e.g., food products). 

You can also use checkbox items in conjunction with open-ended written responses as an indirect way through which participants can provide feedback on multiple items in one go without having them write out long paragraphs explaining how they feel about each item individually and all while staying within the confines of your survey’s word count!

Be Completely Honest With Yourself

The first step to getting the answers you need is being completely honest with yourself. This doesn’t mean you have to be pessimistic, but rather that you should give yourself the benefit of the doubt.

Being open to other people’s ideas is also important in marketing research because it can help you find more creative solutions. 

Try not to get into an argument with someone who disagrees with your findings or opinions; instead, listen carefully and use what they say as fuel for further brainstorming sessions on how best to move forward from this point on.

When it comes time for data analysis and reporting results back up front (or even internally).

Be sure that all parties involved know how much work went into collecting those numbers and don’t forget about any biases or preconceived notions held by analysts who worked on this project as well!

If you’re new to the world of marketing, surveying your audience can be invaluable. Check out our list of the 15 best survey sites for beginner marketers to gather meaningful data and refine your strategies for maximum impact.

Don’t Overcomplicate Questions

Keep questions simple. Make sure that questions are as straightforward to understand as possible by using language that your audience will relate to and understand, without being too technical or confusing.

Don’t ask too many questions. Don’t make the survey so long that respondents get bored or frustrated before they even start answering the questions. This can cause them to abandon the survey altogether and negatively impact your results.

Avoid vague or complicated wording in your survey questions; this can confuse respondents, resulting in an inaccurate response rate for your study (and not getting answers from some important segments of your audience).

Be careful when writing open-ended questions; if you ask something like “What do you think of our product?” or “Why did you decide against buying this item today?” 

Then it will be difficult for anyone else looking at your data later on down the line because they won’t know what sort of answer you were expecting from these types of open-ended queries

Know-How Many Questions Is Enough, And Not Too Many

If a survey is too short, it’s possible that you may not be able to understand the full scope of your audience’s needs and wants. 

Conversely, if a survey is too long, respondents will lose interest and stop answering questions. This can also lead to data that isn’t useful or actionable for your business.

It all comes down to knowing how many questions you can ask without losing response rates or creating an unhelpful amount of data for analysis. The answer varies based on several factors:

  • Length of the survey (the more complex it is, the longer it should be)
  • Number of questions you have time to ask (if you only have one page worth of space for a form, don’t try squeezing in 20+ questions)

Use Your Resources Wisely

This brings us to one of the most important things you can do when optimizing your marketing research: use the right resources for the right task.

For instance, if you’re looking for a group of people whose behavior is similar to that of your target market, it would be silly to go out and recruit 1,000 other people who have nothing in common with them. 

The same goes for data sources if you’re trying to understand how younger consumers feel about a product or service category by comparing their attitudes towards products/services vs. their attitudes towards brands.

Using survey responses compiled from different age groups won’t help much because they’ll all likely be over 35 years old (and therefore aren’t representative).

As an optimizer at any company, part of your job should be determining which resources will facilitate optimal decisions and outcomes based on what information needs are being addressed by each team member within your organization. 

Make sure everyone understands what kinds of data would best serve their purposes before launching into any projects themselves!

Even the best research efforts can encounter pitfalls. Learn from common mistakes with our insights into 15 flaws of marketing research and how to fix them, ensuring your approach is rigorous and your results are reliable.

Write Down Your Survey

The first step in creating a survey is writing it down. Before you start designing, testing, and editing your survey, put pen to paper and write out the questions verbatim.

Why? Writing out your survey forces you to think about the wording. It can also help clarify what you want to know from respondents and how those answers will be interpreted. 

The process of writing down questions makes it easier for researchers to understand what they want their research results to show them and if any gaps need filling or areas that need refining before they start surveying customers or prospects (or even employees).

Writing down all of your questions in advance also makes it easier for researchers who aren’t experienced with creating surveys with an online tool like SurveyMonkey which means less time spent learning how each feature works before getting started on actually asking questions!

Pretest Your Survey

Pretesting your survey is a good idea. It can help you identify problems with your questionnaire, sample, data, or analysis.

For example: If you’re asking complicated questions that people have to think too hard about, they may not answer them correctly. 

Or if you ask sensitive questions that make people feel uncomfortable or embarrassed to answer honestly, they may not be completely honest with their answers. 

To prevent this from happening in the first place (and save yourself time and money) it’s best to pretest your survey before you send it out.

Consider Sample Size And Nonresponse Bias

You should also consider sample size and nonresponse bias. The sample size is important because it can have a large impact on the results of your study. 

For example, if you have a small sample size, such as 50 people, you’re likely to get more extreme data points than if you had 500 people fill out your survey. 

This means that even if there were no difference between the two groups in terms of how they feel about something (for example), having only 50 people would make it appear that there was some difference between them when there wasn’t one.

Furthermore, knowing how nonresponse bias will affect your data is critical for making informed decisions about what questions need to be asked and why those questions need to be asked to begin with!

Make Sure Your Questionnaire Measures What You Want It To Measure

A questionnaire is only as good as its questions. That’s why it’s so important to make sure they are unambiguous, relevant to your research, unbiased, leading, and not too long or short.

Clear And Unambiguous

The questions in your questionnaire should be very clear so that respondents understand what you want them to answer. 

If there is any ambiguity about the question asked or the meaning of a word used in the question then this can lead to confusion among respondents which will lead them to answer incorrectly. 

It may even cause a respondent to give up on completing your survey altogether due to frustration with trying to figure out what it is you want from them!


The questions in your questionnaire should be relevant to whatever topic area that you are looking into. 

For example, if someone were conducting research into how people perceive salespeople working at local hardware stores.

Then asking whether or not they believe salespeople at hardware stores should receive paid holidays would not be relevant since most do not receive paid holidays already!

Incorporating user feedback can transform your marketing strategies. Dive into our guide on how to use Qualaroo: an introduction to marketing research to harness the power of real-time insights and enhance your decision-making process.

Use A Combination Of Open-Ended And Closed-Ended Questions

Open-ended questions are more useful for collecting information, but closed-ended questions can help you get more specific answers.

For example, if you ask someone to rank the most important factors in their purchasing decisions, they’ll give you a list of things that matter to them. 

If instead, you ask them What influences your purchasing decisions? and then provide a list of possible answers (such as price, quality, and service), respondents will be able to answer your question quickly and easily.

It’s best not to use open-ended questions in combination with other types of surveys because this approach doesn’t allow for adequate statistical analysis or comparison between groups. Instead, some type of closed-ended survey should be combined with an open-ended one so that all your data is collected at once.

If It Is Not Important, Then Don’t Put It In Your Survey

If you don’t need to know the answer, then don’t ask it.

When designing a survey, make sure that you only include questions that are important to you. There is no point in asking something if it just doesn’t matter or serve any purpose it won’t add value or insight and will only waste your time and money!

Also keep in mind that even if a question does matter at this stage of research, there may come a time when it doesn’t anymore: for example, maybe at the beginning of your project the objective was simply “determine what customers think about our products”. 

However as time goes on and more data becomes available (e.g., customer feedback), then some of those earlier research questions might become irrelevant because they’re no longer helpful in understanding customer insights and behaviors; 

Therefore making them worthless/unnecessary (but also saving precious space).

Don’t Lead Respondents To A Certain Answer By Using Leading Questions Or Biased Language

There are some common ways that researchers can lead respondents to a certain answer by using leading questions or biased language. This is not what you want!

Leading Questions

These are the types of questions that ask respondents to agree with a statement (e.g., “Our company spends too much money on marketing research”) rather than asking them to explain their own opinions (e.g., “What do you think our company spends too much money on?”). 

The former type of question can skew results and make them less reliable because it suggests your opinion before asking for theirs.

Biased Language

Words such as “good,” “bad,” and “expensive” can also bias responses toward one direction or another even when those words aren’t used explicitly in the question itself! 

So be careful about how often these words appear in your survey design materials; it’s best if they’re limited as much as possible.

Questions That Are Too Long

Keep your survey length reasonable so people will have time to answer all of your questions without feeling rushed or overwhelmed by page after page of text-heavy content – this could lead them to stop filling out at all before hitting submit! 

Also, keep in mind that longer surveys may cost more money since they’ll take longer for respondents (and sometimes even administrators) to read through each item thoroughly enough before answering appropriately.”


At this point, you might be thinking that marketing research is a huge responsibility. It’s true. The success of your business depends on the information you gather to make decisions about your product, who will use it, and how to reach them. 

But just remember that marketing research doesn’t have to feel intimidating it can be pretty rewarding! All you need are some good tools and a little bit of help from your friends.

Further Reading

Optimizing Marketing Campaigns: Tips for Your Website Short Description: Learn valuable tips to optimize your marketing campaigns and enhance your website’s effectiveness.

Improving Business Market Research: 5 Key Strategies Short Description: Explore five essential strategies to elevate your business market research and make informed decisions.

Using Marketing Research to Gain Competitive Edge Short Description: Discover how to leverage marketing research effectively to gain a competitive advantage in your industry.

And here’s the FAQs section:


How do I optimize my marketing campaigns on my website?

Optimizing marketing campaigns on your website involves refining your strategies, leveraging data insights, and improving user experience to drive better results.

What are some ways to enhance business market research?

To improve business market research, consider diversifying data sources, staying updated with industry trends, employing both qualitative and quantitative approaches, and engaging with your target audience.

How can marketing research give me a competitive edge?

Marketing research provides valuable insights into consumer behavior, preferences, and market trends, allowing you to tailor your strategies and offerings for a competitive advantage.

What steps should I take to use marketing research effectively?

Effective use of marketing research involves defining clear objectives, selecting appropriate research methods, gathering reliable data, analyzing results, and implementing actionable insights.

How important is user feedback in marketing research?

User feedback is essential in marketing research as it provides firsthand insights into customer opinions, needs, and expectations, enabling you to refine your strategies and offerings accordingly.