The Importance of Market Research

The Importance of Market Research

Understanding your market and customers is key to the success of any business. It is also key to understanding the requirements of your success, in order to develop and implement an effective marketing strategy and campaign. Market research attains information about customers wants; market demand; competition; and distribution channels. This data will need regularly updating because as businesses we all operate in an ever more dynamic environment. By properly researching your market, you are one step ahead, and you have an advantage against your competitors.

The power of the information is outstanding when it comes to market research, it will guide your most important strategic business decisions. We would propose that any business undertake a piece of market research around your target market, audiences, competition and/or environment, with a view of increasing your understanding of them.

Through this research we would aim to:

  • Identify potential new customers
  • Understand your existing customers
  • Set realistic targets for your business
  • Develop new, effective strategies
  • Solve your biggest business challenges
  • Prepare for any possible business expansion
  • Identify new business opportunities

Answering these questions would help to guide how you communicate with the potential customers through your marketing strategy and campaign. Market research takes any guesswork out of your marketing and provides you with the data required for you to accomplish your objectives and goals through your marketing. In addition, it will help to identify where the current opportunities are in the marketplace, helping you to plan ahead and identify any potential problems which may arise. The detailed data can also help to lower your risk in these new opportunities, as it will identify those which are more likely to produce results and keep you focused.

We would recommend market research to any business whether they be pre-launch or well established in their industry. For those companies which are pre-launch and launching a product or service, market research will allow you to identify any problems which may arise and also potentially determine some solutions. In the case of a well-established business potentially looking to grow or expand, market research will help you to form and devise business strategies that will keep you ahead of your business rivals and competitors. Whether you’re a new business or a growing business market research will reduce the risk of product or business failure and allow you to make informed choices about the direction of your business. This is done through forecasting the future trends. Forecasting allows you to make necessary adjustments to your product or service in order to remain successful, making well informed market decisions about your services and developing effective strategies.

When a new product is launched, or a business is expanding, those involved will have their own individual perceptions, however by going straight to your target audience, you will gain invaluable thoughts and opinions from people who may be less biased or less emotionally attached to a new development.

If you want to learn more about how market research could improve your business opportunities please use our contact page to get in touch.


At H2A we provide a solution focussed approach to transformational change delivered with integrity, transparency and reliability.  We offer a valued service in patient and public engagement, citizen empowerment, campaign development and management, all aspects of communications and disruptive organisational development.

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