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How Research Can Help You Market

How Research Can Help You Market

Research goes into almost everything your brand or organization does. Well… it should. Research can seem overwhelming and time-consuming. Yet, it can have big payoffs in the long run. Here’s a rundown of how research can help you.


What is research?

Many times when we hear “research,” we think of numbers and algorithms. While those tend to be essential parts, good research goes deeper and analyzes those numbers. There are many different types of research and different ways to gather it.

Research falls into either primary or secondary research. Secondary research is the most common and is pre-existing research. This can be research on the audience or market done by others. Examples include databases on consumers, data collected by libraries, or government databases. Secondary research can be helpful because the work has been done and usually on a large scale.

Primary research is conducting research for a specific need. Doing research specific to your brand’s needs and done by your brand is primary. Primary research comes in the form of qualitative research, syndicated services, and sales results. Specific examples include focus groups, test markets, ad recall tests, and internal sales data.


How can research help?

  • Market
    When entering the market with a new product or brand, it is important to do research beforehand. Research can let you know what trends in the market look like. It can also tell you how current brands are performing. There is much information to be gathered about competitors, the industry, and white space in the market.
  • Audience
    Researching your audience is essential. The intended audience should dictate decisions about your brand and how you market it. Research on your intended audience should tell you where to position your brand. You can look at data that can tell you who your ideal demographic is based on age, gender, and even buying habits. For marketing purposes, it is vital to know how and where they consume their media. There is no point in buying ads or placing media where they won’t see it.
  • Brand
    Do research on your specific brand. The most common ways of doing this are surveys, in-depth interviews, and focus groups. Each has its pros and cons, but all get firsthand information from your ideal consumer. You can find out how the brand is/will be received, get feedback on a product, or test ad alternatives.



The numbers in research data represent people. Research methods and data should be handled ethically. When used correctly, it can help through all stages of a brand or product. Analyzing that data and catering to the audience it represents will help you stay on top. If you’re in need of some research help, contact and we’ll put our expertise to work!


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