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Research Paper Conclusion – Writing Guide and Examples

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Research Paper Conclusion

Definition:

A research paper conclusion is the final section of a research paper that summarizes the key findings, significance, and implications of the research. It is the writer’s opportunity to synthesize the information presented in the paper, draw conclusions, and make recommendations for future research or actions.

The conclusion should provide a clear and concise summary of the research paper, reiterating the research question or problem, the main results, and the significance of the findings. It should also discuss the limitations of the study and suggest areas for further research.

Parts of Research Paper Conclusion

The parts of a research paper conclusion typically include:

Restatement of the Thesis

The conclusion should begin by restating the thesis statement from the introduction in a different way. This helps to remind the reader of the main argument or purpose of the research.

Summary of Key Findings

The conclusion should summarize the main findings of the research, highlighting the most important results and conclusions. This section should be brief and to the point.

Implications and Significance

In this section, the researcher should explain the implications and significance of the research findings. This may include discussing the potential impact on the field or industry, highlighting new insights or knowledge gained, or pointing out areas for future research.

Limitations and Recommendations

It is important to acknowledge any limitations or weaknesses of the research and to make recommendations for how these could be addressed in future studies. This shows that the researcher is aware of the potential limitations of their work and is committed to improving the quality of research in their field.

Concluding Statement

The conclusion should end with a strong concluding statement that leaves a lasting impression on the reader. This could be a call to action, a recommendation for further research, or a final thought on the topic.

How to Write Research Paper Conclusion

Here are some steps you can follow to write an effective research paper conclusion:

• Restate the research problem or question: Begin by restating the research problem or question that you aimed to answer in your research. This will remind the reader of the purpose of your study.
• Summarize the main points: Summarize the key findings and results of your research. This can be done by highlighting the most important aspects of your research and the evidence that supports them.
• Discuss the implications: Discuss the implications of your findings for the research area and any potential applications of your research. You should also mention any limitations of your research that may affect the interpretation of your findings.
• Provide a conclusion : Provide a concise conclusion that summarizes the main points of your paper and emphasizes the significance of your research. This should be a strong and clear statement that leaves a lasting impression on the reader.
• Offer suggestions for future research: Lastly, offer suggestions for future research that could build on your findings and contribute to further advancements in the field.

Remember that the conclusion should be brief and to the point, while still effectively summarizing the key findings and implications of your research.

Example of Research Paper Conclusion

Here’s an example of a research paper conclusion:

Conclusion :

In conclusion, our study aimed to investigate the relationship between social media use and mental health among college students. Our findings suggest that there is a significant association between social media use and increased levels of anxiety and depression among college students. This highlights the need for increased awareness and education about the potential negative effects of social media use on mental health, particularly among college students.

Despite the limitations of our study, such as the small sample size and self-reported data, our findings have important implications for future research and practice. Future studies should aim to replicate our findings in larger, more diverse samples, and investigate the potential mechanisms underlying the association between social media use and mental health. In addition, interventions should be developed to promote healthy social media use among college students, such as mindfulness-based approaches and social media detox programs.

Overall, our study contributes to the growing body of research on the impact of social media on mental health, and highlights the importance of addressing this issue in the context of higher education. By raising awareness and promoting healthy social media use among college students, we can help to reduce the negative impact of social media on mental health and improve the well-being of young adults.

Purpose of Research Paper Conclusion

The purpose of a research paper conclusion is to provide a summary and synthesis of the key findings, significance, and implications of the research presented in the paper. The conclusion serves as the final opportunity for the writer to convey their message and leave a lasting impression on the reader.

The conclusion should restate the research problem or question, summarize the main results of the research, and explain their significance. It should also acknowledge the limitations of the study and suggest areas for future research or action.

Overall, the purpose of the conclusion is to provide a sense of closure to the research paper and to emphasize the importance of the research and its potential impact. It should leave the reader with a clear understanding of the main findings and why they matter. The conclusion serves as the writer’s opportunity to showcase their contribution to the field and to inspire further research and action.

When to Write Research Paper Conclusion

The conclusion of a research paper should be written after the body of the paper has been completed. It should not be written until the writer has thoroughly analyzed and interpreted their findings and has written a complete and cohesive discussion of the research.

Before writing the conclusion, the writer should review their research paper and consider the key points that they want to convey to the reader. They should also review the research question, hypotheses, and methodology to ensure that they have addressed all of the necessary components of the research.

Once the writer has a clear understanding of the main findings and their significance, they can begin writing the conclusion. The conclusion should be written in a clear and concise manner, and should reiterate the main points of the research while also providing insights and recommendations for future research or action.

Characteristics of Research Paper Conclusion

The characteristics of a research paper conclusion include:

• Clear and concise: The conclusion should be written in a clear and concise manner, summarizing the key findings and their significance.
• Comprehensive: The conclusion should address all of the main points of the research paper, including the research question or problem, the methodology, the main results, and their implications.
• Future-oriented : The conclusion should provide insights and recommendations for future research or action, based on the findings of the research.
• Impressive : The conclusion should leave a lasting impression on the reader, emphasizing the importance of the research and its potential impact.
• Objective : The conclusion should be based on the evidence presented in the research paper, and should avoid personal biases or opinions.
• Unique : The conclusion should be unique to the research paper and should not simply repeat information from the introduction or body of the paper.

Advantages of Research Paper Conclusion

The advantages of a research paper conclusion include:

• Summarizing the key findings : The conclusion provides a summary of the main findings of the research, making it easier for the reader to understand the key points of the study.
• Emphasizing the significance of the research: The conclusion emphasizes the importance of the research and its potential impact, making it more likely that readers will take the research seriously and consider its implications.
• Providing recommendations for future research or action : The conclusion suggests practical recommendations for future research or action, based on the findings of the study.
• Providing closure to the research paper : The conclusion provides a sense of closure to the research paper, tying together the different sections of the paper and leaving a lasting impression on the reader.
• Demonstrating the writer’s contribution to the field : The conclusion provides the writer with an opportunity to showcase their contribution to the field and to inspire further research and action.

Limitations of Research Paper Conclusion

While the conclusion of a research paper has many advantages, it also has some limitations that should be considered, including:

• I nability to address all aspects of the research: Due to the limited space available in the conclusion, it may not be possible to address all aspects of the research in detail.
• Subjectivity : While the conclusion should be objective, it may be influenced by the writer’s personal biases or opinions.
• Lack of new information: The conclusion should not introduce new information that has not been discussed in the body of the research paper.
• Lack of generalizability: The conclusions drawn from the research may not be applicable to other contexts or populations, limiting the generalizability of the study.
• Misinterpretation by the reader: The reader may misinterpret the conclusions drawn from the research, leading to a misunderstanding of the findings.

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Writing a Research Paper Conclusion | Step-by-Step Guide

Published on October 30, 2022 by Jack Caulfield . Revised on April 13, 2023.

• Restate the problem statement addressed in the paper
• Summarize your overall arguments or findings
• Suggest the key takeaways from your paper

The content of the conclusion varies depending on whether your paper presents the results of original empirical research or constructs an argument through engagement with sources .

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Table of contents

Step 1: restate the problem, step 2: sum up the paper, step 3: discuss the implications, research paper conclusion examples, frequently asked questions about research paper conclusions.

The first task of your conclusion is to remind the reader of your research problem . You will have discussed this problem in depth throughout the body, but now the point is to zoom back out from the details to the bigger picture.

While you are restating a problem you’ve already introduced, you should avoid phrasing it identically to how it appeared in the introduction . Ideally, you’ll find a novel way to circle back to the problem from the more detailed ideas discussed in the body.

For example, an argumentative paper advocating new measures to reduce the environmental impact of agriculture might restate its problem as follows:

Meanwhile, an empirical paper studying the relationship of Instagram use with body image issues might present its problem like this:

“In conclusion …”

Avoid starting your conclusion with phrases like “In conclusion” or “To conclude,” as this can come across as too obvious and make your writing seem unsophisticated. The content and placement of your conclusion should make its function clear without the need for additional signposting.

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Having zoomed back in on the problem, it’s time to summarize how the body of the paper went about addressing it, and what conclusions this approach led to.

Depending on the nature of your research paper, this might mean restating your thesis and arguments, or summarizing your overall findings.

Argumentative paper: Restate your thesis and arguments

In an argumentative paper, you will have presented a thesis statement in your introduction, expressing the overall claim your paper argues for. In the conclusion, you should restate the thesis and show how it has been developed through the body of the paper.

Briefly summarize the key arguments made in the body, showing how each of them contributes to proving your thesis. You may also mention any counterarguments you addressed, emphasizing why your thesis holds up against them, particularly if your argument is a controversial one.

Don’t go into the details of your evidence or present new ideas; focus on outlining in broad strokes the argument you have made.

Empirical paper: Summarize your findings

In an empirical paper, this is the time to summarize your key findings. Don’t go into great detail here (you will have presented your in-depth results and discussion already), but do clearly express the answers to the research questions you investigated.

Describe your main findings, even if they weren’t necessarily the ones you expected or hoped for, and explain the overall conclusion they led you to.

Having summed up your key arguments or findings, the conclusion ends by considering the broader implications of your research. This means expressing the key takeaways, practical or theoretical, from your paper—often in the form of a call for action or suggestions for future research.

Argumentative paper: Strong closing statement

An argumentative paper generally ends with a strong closing statement. In the case of a practical argument, make a call for action: What actions do you think should be taken by the people or organizations concerned in response to your argument?

If your topic is more theoretical and unsuitable for a call for action, your closing statement should express the significance of your argument—for example, in proposing a new understanding of a topic or laying the groundwork for future research.

Empirical paper: Future research directions

In a more empirical paper, you can close by either making recommendations for practice (for example, in clinical or policy papers), or suggesting directions for future research.

Whatever the scope of your own research, there will always be room for further investigation of related topics, and you’ll often discover new questions and problems during the research process .

Finish your paper on a forward-looking note by suggesting how you or other researchers might build on this topic in the future and address any limitations of the current paper.

Full examples of research paper conclusions are shown in the tabs below: one for an argumentative paper, the other for an empirical paper.

• Argumentative paper
• Empirical paper

While the role of cattle in climate change is by now common knowledge, countries like the Netherlands continually fail to confront this issue with the urgency it deserves. The evidence is clear: To create a truly futureproof agricultural sector, Dutch farmers must be incentivized to transition from livestock farming to sustainable vegetable farming. As well as dramatically lowering emissions, plant-based agriculture, if approached in the right way, can produce more food with less land, providing opportunities for nature regeneration areas that will themselves contribute to climate targets. Although this approach would have economic ramifications, from a long-term perspective, it would represent a significant step towards a more sustainable and resilient national economy. Transitioning to sustainable vegetable farming will make the Netherlands greener and healthier, setting an example for other European governments. Farmers, policymakers, and consumers must focus on the future, not just on their own short-term interests, and work to implement this transition now.

As social media becomes increasingly central to young people’s everyday lives, it is important to understand how different platforms affect their developing self-conception. By testing the effect of daily Instagram use among teenage girls, this study established that highly visual social media does indeed have a significant effect on body image concerns, with a strong correlation between the amount of time spent on the platform and participants’ self-reported dissatisfaction with their appearance. However, the strength of this effect was moderated by pre-test self-esteem ratings: Participants with higher self-esteem were less likely to experience an increase in body image concerns after using Instagram. This suggests that, while Instagram does impact body image, it is also important to consider the wider social and psychological context in which this usage occurs: Teenagers who are already predisposed to self-esteem issues may be at greater risk of experiencing negative effects. Future research into Instagram and other highly visual social media should focus on establishing a clearer picture of how self-esteem and related constructs influence young people’s experiences of these platforms. Furthermore, while this experiment measured Instagram usage in terms of time spent on the platform, observational studies are required to gain more insight into different patterns of usage—to investigate, for instance, whether active posting is associated with different effects than passive consumption of social media content.

If you’re unsure about the conclusion, it can be helpful to ask a friend or fellow student to read your conclusion and summarize the main takeaways.

• Do they understand from your conclusion what your research was about?
• Are they able to summarize the implications of your findings?
• Can they answer your research question based on your conclusion?

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The conclusion of a research paper has several key elements you should make sure to include:

• A restatement of the research problem
• A summary of your key arguments and/or findings
• A short discussion of the implications of your research

No, it’s not appropriate to present new arguments or evidence in the conclusion . While you might be tempted to save a striking argument for last, research papers follow a more formal structure than this.

All your findings and arguments should be presented in the body of the text (more specifically in the results and discussion sections if you are following a scientific structure). The conclusion is meant to summarize and reflect on the evidence and arguments you have already presented, not introduce new ones.

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How to write a strong conclusion for your research paper

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17 February 2024

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Writing a research paper is a chance to share your knowledge and hypothesis. It's an opportunity to demonstrate your many hours of research and prove your ability to write convincingly.

Ideally, by the end of your research paper, you'll have brought your readers on a journey to reach the conclusions you've pre-determined. However, if you don't stick the landing with a good conclusion, you'll risk losing your reader’s trust.

Writing a strong conclusion for your research paper involves a few important steps, including restating the thesis and summing up everything properly.

Find out what to include and what to avoid, so you can effectively demonstrate your understanding of the topic and prove your expertise.

• Why is a good conclusion important?

A good conclusion can cement your paper in the reader’s mind. Making a strong impression in your introduction can draw your readers in, but it's the conclusion that will inspire them.

• What to include in a research paper conclusion

There are a few specifics you should include in your research paper conclusion. Offer your readers some sense of urgency or consequence by pointing out why they should care about the topic you have covered. Discuss any common problems associated with your topic and provide suggestions as to how these problems can be solved or addressed.

The conclusion should include a restatement of your initial thesis. Thesis statements are strengthened after you’ve presented supporting evidence (as you will have done in the paper), so make a point to reintroduce it at the end.

Finally, recap the main points of your research paper, highlighting the key takeaways you want readers to remember. If you've made multiple points throughout the paper, refer to the ones with the strongest supporting evidence.

• Steps for writing a research paper conclusion

Many writers find the conclusion the most challenging part of any research project . By following these three steps, you'll be prepared to write a conclusion that is effective and concise.

• Step 1: Restate the problem

Always begin by restating the research problem in the conclusion of a research paper. This serves to remind the reader of your hypothesis and refresh them on the main point of the paper. 

When restating the problem, take care to avoid using exactly the same words you employed earlier in the paper.

• Step 2: Sum up the paper

After you've restated the problem, sum up the paper by revealing your overall findings. The method for this differs slightly, depending on whether you're crafting an argumentative paper or an empirical paper.

Argumentative paper: Restate your thesis and arguments

Argumentative papers involve introducing a thesis statement early on. In crafting the conclusion for an argumentative paper, always restate the thesis, outlining the way you've developed it throughout the entire paper.

It might be appropriate to mention any counterarguments in the conclusion, so you can demonstrate how your thesis is correct or how the data best supports your main points.

Empirical paper: Summarize research findings

Empirical papers break down a series of research questions. In your conclusion, discuss the findings your research revealed, including any information that surprised you.

Be clear about the conclusions you reached, and explain whether or not you expected to arrive at these particular ones.

• Step 3: Discuss the implications of your research

Argumentative papers and empirical papers also differ in this part of a research paper conclusion. Here are some tips on crafting conclusions for argumentative and empirical papers.

Argumentative paper: Powerful closing statement

In an argumentative paper, you'll have spent a great deal of time expressing the opinions you formed after doing a significant amount of research. Make a strong closing statement in your argumentative paper's conclusion to share the significance of your work.

You can outline the next steps through a bold call to action, or restate how powerful your ideas turned out to be.

Empirical paper: Directions for future research

Empirical papers are broader in scope. They usually cover a variety of aspects and can include several points of view.

To write a good conclusion for an empirical paper, suggest the type of research that could be done in the future, including methods for further investigation or outlining ways other researchers might proceed.

If you feel your research had any limitations, even if they were outside your control, you could mention these in your conclusion.

After you finish outlining your conclusion, ask someone to read it and offer feedback. In any research project you're especially close to, it can be hard to identify problem areas. Having a close friend or someone whose opinion you value read the research paper and provide honest feedback can be invaluable. Take note of any suggested edits and consider incorporating them into your paper if they make sense.

• Things to avoid in a research paper conclusion

Keep these aspects to avoid in mind as you're writing your conclusion and refer to them after you've created an outline.

Dry summary

Writing a memorable, succinct conclusion is arguably more important than a strong introduction. Take care to avoid just rephrasing your main points, and don't fall into the trap of repeating dry facts or citations.

You can provide a new perspective for your readers to think about or contextualize your research. Either way, make the conclusion vibrant and interesting, rather than a rote recitation of your research paper’s highlights.

Clichéd or generic phrasing

Your research paper conclusion should feel fresh and inspiring. Avoid generic phrases like "to sum up" or "in conclusion." These phrases tend to be overused, especially in an academic context and might turn your readers off.

The conclusion also isn't the time to introduce colloquial phrases or informal language. Retain a professional, confident tone consistent throughout your paper’s conclusion so it feels exciting and bold.

New data or evidence

While you should present strong data throughout your paper, the conclusion isn't the place to introduce new evidence. This is because readers are engaged in actively learning as they read through the body of your paper.

By the time they reach the conclusion, they will have formed an opinion one way or the other (hopefully in your favor!). Introducing new evidence in the conclusion will only serve to surprise or frustrate your reader.

Ignoring contradictory evidence

If your research reveals contradictory evidence, don't ignore it in the conclusion. This will damage your credibility as an expert and might even serve to highlight the contradictions.

Be as transparent as possible and admit to any shortcomings in your research, but don't dwell on them for too long.

Ambiguous or unclear resolutions

The point of a research paper conclusion is to provide closure and bring all your ideas together. You should wrap up any arguments you introduced in the paper and tie up any loose ends, while demonstrating why your research and data are strong.

Use direct language in your conclusion and avoid ambiguity. Even if some of the data and sources you cite are inconclusive or contradictory, note this in your conclusion to come across as confident and trustworthy.

• Examples of research paper conclusions

Your research paper should provide a compelling close to the paper as a whole, highlighting your research and hard work. While the conclusion should represent your unique style, these examples offer a starting point:

Ultimately, the data we examined all point to the same conclusion: Encouraging a good work-life balance improves employee productivity and benefits the company overall. The research suggests that when employees feel their personal lives are valued and respected by their employers, they are more likely to be productive when at work. In addition, company turnover tends to be reduced when employees have a balance between their personal and professional lives. While additional research is required to establish ways companies can support employees in creating a stronger work-life balance, it's clear the need is there.

Social media is a primary method of communication among young people. As we've seen in the data presented, most young people in high school use a variety of social media applications at least every hour, including Instagram and Facebook. While social media is an avenue for connection with peers, research increasingly suggests that social media use correlates with body image issues. Young girls with lower self-esteem tend to use social media more often than those who don't log onto social media apps every day. As new applications continue to gain popularity, and as more high school students are given smartphones, more research will be required to measure the effects of prolonged social media use.

What are the different kinds of research paper conclusions?

There are no formal types of research paper conclusions. Ultimately, the conclusion depends on the outline of your paper and the type of research you’re presenting. While some experts note that research papers can end with a new perspective or commentary, most papers should conclude with a combination of both. The most important aspect of a good research paper conclusion is that it accurately represents the body of the paper.

Can I present new arguments in my research paper conclusion?

Research paper conclusions are not the place to introduce new data or arguments. The body of your paper is where you should share research and insights, where the reader is actively absorbing the content. By the time a reader reaches the conclusion of the research paper, they should have formed their opinion. Introducing new arguments in the conclusion can take a reader by surprise, and not in a positive way. It might also serve to frustrate readers.

How long should a research paper conclusion be?

There's no set length for a research paper conclusion. However, it's a good idea not to run on too long, since conclusions are supposed to be succinct. A good rule of thumb is to keep your conclusion around 5 to 10 percent of the paper's total length. If your paper is 10 pages, try to keep your conclusion under one page.

What should I include in a research paper conclusion?

A good research paper conclusion should always include a sense of urgency, so the reader can see how and why the topic should matter to them. You can also note some recommended actions to help fix the problem and some obstacles they might encounter. A conclusion should also remind the reader of the thesis statement, along with the main points you covered in the paper. At the end of the conclusion, add a powerful closing statement that helps cement the paper in the mind of the reader.

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How to Write a Conclusion on a Marketing Research Paper

Writing a marketing research paper is a challenging undertaking that requires a great deal of time and preparation. Writing the conclusion to a marketing research paper is relatively straightforward because you've already done all the hard work. A good conclusion summarizes the main argument of your paper and points to the strengths and limitations of your research. A successful conclusion answers the "so what?" question and paves the road for future studies pertaining to your topic. With a nudge in the right direction, you'll write a conclusion that will bring your paper to an effective close.

Summarize the main argument of your paper without repeating too much. Point out why the argument is significant to the research and issue at hand to bring them to a concluding point.

Explain the strengths and limitations of your research and arguments to suggest what future work is required.

Explain the importance of your work and the significance it has to the real world. Answer the question: "How are my arguments and research useful?"

Demonstrate how all the ideas and research you put forth in the paper work together without having to present new information.

Echo the introduction without repeating it word for word to tie the paper together neatly. Explain how the insights and information found in the body of the paper reinforce the ideas suggested by the thesis in the introduction.

End the conclusion with something you want your readers to think about by issuing a challenge to your readers pertaining to how the information presented in the paper can influence their lives.

• Do not present new information in your conclusion; instead, structure your conclusion to reinforce and validate the arguments and research already presented.
• Don't write more than one concluding paragraph. Exercise brevity by writing to the point without exaggerating the content of your paper.
• LEO: Strategies for Writing a Conclusion; Randa Holewa et. al.; February 2004
• ACC: Tips for Writing a Strong Conclusion; Barry Hamilton; October 2005

Based in Victoria, British Columbia, Sebastian Malysa began his writing career in 2010. His work focuses on the general arts and appears on Answerbag and eHow. He has won a number of academic awards, most notably the CTV Award for best proposed documentary film. He holds a Master of Arts in contemporary disability theater from the University of Victoria.

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How to Write a Conclusion for a Research Paper

• 3-minute read
• 29th August 2023

If you’re writing a research paper, the conclusion is your opportunity to summarize your findings and leave a lasting impression on your readers. In this post, we’ll take you through how to write an effective conclusion for a research paper and how you can:

·   Reword your thesis statement

·   Highlight the significance of your research

·   Discuss limitations

·   Connect to the introduction

·   End with a thought-provoking statement

Rewording Your Thesis Statement

Begin your conclusion by restating your thesis statement in a way that is slightly different from the wording used in the introduction. Avoid presenting new information or evidence in your conclusion. Just summarize the main points and arguments of your essay and keep this part as concise as possible. Remember that you’ve already covered the in-depth analyses and investigations in the main body paragraphs of your essay, so it’s not necessary to restate these details in the conclusion.

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Highlighting the Significance of Your Research

The conclusion is a good place to emphasize the implications of your research . Avoid ambiguous or vague language such as “I think” or “maybe,” which could weaken your position. Clearly explain why your research is significant and how it contributes to the broader field of study.

Here’s an example from a (fictional) study on the impact of social media on mental health:

Discussing Limitations

Although it’s important to emphasize the significance of your study, you can also use the conclusion to briefly address any limitations you discovered while conducting your research, such as time constraints or a shortage of resources. Doing this demonstrates a balanced and honest approach to your research.

Connecting to the Introduction

In your conclusion, you can circle back to your introduction , perhaps by referring to a quote or anecdote you discussed earlier. If you end your paper on a similar note to how you began it, you will create a sense of cohesion for the reader and remind them of the meaning and significance of your research.

Ending With a Thought-Provoking Statement

Consider ending your paper with a thought-provoking and memorable statement that relates to the impact of your research questions or hypothesis. This statement can be a call to action, a philosophical question, or a prediction for the future (positive or negative). Here’s an example that uses the same topic as above (social media and mental health):

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9 Key stages in your marketing research process

You can conduct your own marketing research. Follow these steps, add your own flair, knowledge and creativity, and you’ll have bespoke research to be proud of.

Marketing research is the term used to cover the concept, development, placement and evolution of your product or service, its growing customer base and its branding – starting with brand awareness , and progressing to (everyone hopes) brand equity . Like any research, it needs a robust process to be credible and useful.

Marketing research uses four essential key factors known as the ‘marketing mix’ , or the Four Ps of Marketing :

• Product (goods or service)
• Price ( how much the customer pays )
• Place (where the product is marketed)
• Promotion (such as advertising and PR)

These four factors need to work in harmony for a product or service to be successful in its marketplace.

The marketing research process – an overview

A typical marketing research process is as follows:

• Identify an issue, discuss alternatives and set out research objectives
• Develop a research program
• Choose a sample
• Gather information
• Gather data
• Organize and analyze information and data
• Present findings
• Make research-based decisions
• Take action based on insights

Step 1: Defining the marketing research problem

Defining a problem is the first step in the research process. In many ways, research starts with a problem facing management. This problem needs to be understood, the cause diagnosed, and solutions developed.

However, most management problems are not always easy to research, so they must first be translated into research problems. Once you approach the problem from a research angle, you can find a solution. For example, “sales are not growing” is a management problem, but translated into a research problem, it becomes “ why are sales not growing?” We can look at the expectations and experiences of several groups : potential customers, first-time buyers, and repeat purchasers. We can question whether the lack of sales is due to:

• Poor expectations that lead to a general lack of desire to buy, or
• Poor performance experience and a lack of desire to repurchase.

This, then, is the difference between a management problem and a research problem. Solving management problems focuses on actions: Do we advertise more? Do we change our advertising message? Do we change an under-performing product configuration? And if so, how?

Defining research problems, on the other hand, focus on the whys and hows, providing the insights you need to solve your management problem.

Step 2: Developing a research program: method of inquiry

The scientific method is the standard for investigation. It provides an opportunity for you to use existing knowledge as a starting point, and proceed impartially.

The scientific method includes the following steps:

• Define a problem
• Develop a hypothesis
• Make predictions based on the hypothesis
• Devise a test of the hypothesis
• Conduct the test
• Analyze the results

This terminology is similar to the stages in the research process. However, there are subtle differences in the way the steps are performed:

• the scientific research method is objective and fact-based, using quantitative research and impartial analysis
• the marketing research process can be subjective, using opinion and qualitative research, as well as personal judgment as you collect and analyze data

Step 3: Developing a research program: research method

As well as selecting a method of inquiry (objective or subjective), you must select a research method . There are two primary methodologies that can be used to answer any research question:

• Experimental research : gives you the advantage of controlling extraneous variables and manipulating one or more variables that influence the process being implemented.
• Non-experimental research : allows observation but not intervention – all you do is observe and report on your findings.

Step 4: Developing a research program: research design

Research design is a plan or framework for conducting marketing research and collecting data. It is defined as the specific methods and procedures you use to get the information you need.

There are three core types of marketing research designs: exploratory, descriptive, and causal . A thorough marketing research process incorporates elements of all of them.

Exploratory marketing research

This is a starting point for research. It’s used to reveal facts and opinions about a particular topic, and gain insight into the main points of an issue. Exploratory research is too much of a blunt instrument to base conclusive business decisions on, but it gives the foundation for more targeted study. You can use secondary research materials such as trade publications, books, journals and magazines and primary research using qualitative metrics, that can include open text surveys, interviews and focus groups.

Descriptive marketing research

This helps define the business problem or issue so that companies can make decisions, take action and monitor progress. Descriptive research is naturally quantitative – it needs to be measured and analyzed statistically , using more targeted surveys and questionnaires. You can use it to capture demographic information , evaluate a product or service for market, and monitor a target audience’s opinion and behaviors. Insights from descriptive research can inform conclusions about the market landscape and the product’s place in it.

Causal marketing research

This is useful to explore the cause and effect relationship between two or more variables. Like descriptive research , it uses quantitative methods, but it doesn’t merely report findings; it uses experiments to predict and test theories about a product or market. For example, researchers may change product packaging design or material, and measure what happens to sales as a result.

Step 5: Choose your sample

Your marketing research project will rarely examine an entire population. It’s more practical to use a sample - a smaller but accurate representation of the greater population. To design your sample, you’ll need to answer these questions:

• Which base population is the sample to be selected from? Once you’ve established who your relevant population is (your research design process will have revealed this), you have a base for your sample. This will allow you to make inferences about a larger population.
• What is the method (process) for sample selection? There are two methods of selecting a sample from a population:

1. Probability sampling : This relies on a random sampling of everyone within the larger population.

2. Non-probability sampling : This is based in part on the investigator’s judgment, and often uses convenience samples, or by other sampling methods that do not rely on probability.

• What is your sample size? This important step involves cost and accuracy decisions. Larger samples generally reduce sampling error and increase accuracy, but also increase costs. Find out your perfect sample size with our calculator .

Step 6: Gather data

Your research design will develop as you select techniques to use. There are many channels for collecting data, and it’s helpful to differentiate it into O-data (Operational) and X-data (Experience):

• O-data is your business’s hard numbers like costs, accounting, and sales. It tells you what has happened, but not why.
• X-data gives you insights into the thoughts and emotions of the people involved: employees, customers, brand advocates.

When you combine O-data with X-data, you’ll be able to build a more complete picture about success and failure - you’ll know why. Maybe you’ve seen a drop in sales (O-data) for a particular product. Maybe customer service was lacking, the product was out of stock, or advertisements weren’t impactful or different enough: X-data will reveal the reason why those sales dropped. So, while differentiating these two data sets is important, when they are combined, and work with each other, the insights become powerful.

With mobile technology, it has become easier than ever to collect data. Survey research has come a long way since market researchers conducted face-to-face, postal, or telephone surveys. You can run research through:

• Social media ( polls and listening )

Another way to collect data is by observation. Observing a customer’s or company’s past or present behavior can predict future purchasing decisions. Data collection techniques for predicting past behavior can include market segmentation , customer journey mapping and brand tracking .

Regardless of how you collect data, the process introduces another essential element to your research project: the importance of clear and constant communication .

And of course, to analyze information from survey or observation techniques, you must record your results . Gone are the days of spreadsheets. Feedback from surveys and listening channels can automatically feed into AI-powered analytics engines and produce results, in real-time, on dashboards.

Step 7: Analysis and interpretation

The words ‘ statistical analysis methods ’ aren’t usually guaranteed to set a room alight with excitement, but when you understand what they can do, the problems they can solve and the insights they can uncover, they seem a whole lot more compelling.

Statistical tests and data processing tools can reveal:

• Whether data trends you see are meaningful or are just chance results
• Your results in the context of other information you have
• Whether one thing affecting your business is more significant than others
• What your next research area should be
• Insights that lead to meaningful changes

There are several types of statistical analysis tools used for surveys. You should make sure that the ones you choose:

• Work on any platform - mobile, desktop, tablet etc.
• Integrate with your existing systems
• Are easy to use with user-friendly interfaces, straightforward menus, and automated data analysis
• Incorporate statistical analysis so you don’t just process and present your data, but refine it, and generate insights and predictions.

Here are some of the most common tools:

• Benchmarking : a way of taking outside factors into account so that you can adjust the parameters of your research. It ‘levels the playing field’ – so that your data and results are more meaningful in context. And gives you a more precise understanding of what’s happening.
• Regression analysis : this is used for working out the relationship between two (or more) variables. It is useful for identifying the precise impact of a change in an independent variable.
• T-test is used for comparing two data groups which have different mean values. For example, do women and men have different mean heights?
• Analysis of variance (ANOVA) Similar to the T-test, ANOVA is a way of testing the differences between three or more independent groups to see if they’re statistically significant.
• Cluster analysis : This organizes items into groups, or clusters, based on how closely associated they are.
• Factor analysis: This is a way of condensing many variables into just a few, so that your research data is less unwieldy to work with.
• Conjoint analysis : this will help you understand and predict why people make the choices they do. It asks people to make trade-offs when making decisions, just as they do in the real world, then analyzes the results to give the most popular outcome.
• Crosstab analysis : this is a quantitative market research tool used to analyze ‘categorical data’ - variables that are different and mutually exclusive, such as: ‘men’ and ‘women’, or ‘under 30’ and ‘over 30’.
• Text analysis and sentiment analysis : Analyzing human language and emotions is a rapidly-developing form of data processing, assigning positive, negative or neutral sentiment to customer messages and feedback.

Stats IQ can perform the most complicated statistical tests at the touch of a button using our online survey software , or data from other sources. Learn more about Stats iQ now .

Step 8: The marketing research results

Your marketing research process culminates in the research results. These should provide all the information the stakeholders and decision-makers need to understand the project.

The results will include:

• all your information
• a description of your research process
• the results
• conclusions
• recommended courses of action

They should also be presented in a form, language and graphics that are easy to understand, with a balance between completeness and conciseness, neither leaving important information out or allowing it to get so technical that it overwhelms the readers.

Traditionally, you would prepare two written reports:

• a technical report , discussing the methods, underlying assumptions and the detailed findings of the research project
• a summary report , that summarizes the research process and presents the findings and conclusions simply.

There are now more engaging ways to present your findings than the traditional PowerPoint presentations, graphs, and face-to-face reports:

• Live, interactive dashboards for sharing the most important information, as well as tracking a project in real time.
• Results-reports visualizations – tables or graphs with data visuals on a shareable slide deck
• Online presentation technology, such as Prezi
• Visual storytelling with infographics
• A single-page executive summary with key insights
• A single-page stat sheet with the top-line stats

You can also make these results shareable so that decision-makers have all the information at their fingertips.

Step 9 Turn your insights into action

Insights are one thing, but they’re worth very little unless they inform immediate, positive action. Here are a few examples of how you can do this:

• Stop customers leaving – negative sentiment among VIP customers gets picked up; the customer service team contacts the customers, resolves their issues, and avoids churn .
• Act on important employee concerns – you can set certain topics, such as safety, or diversity and inclusion to trigger an automated notification or Slack message to HR. They can rapidly act to rectify the issue.
• Address product issues – maybe deliveries are late, maybe too many products are faulty. When product feedback gets picked up through Smart Conversations, messages can be triggered to the delivery or product teams to jump on the problems immediately.
• Improve your marketing effectiveness - Understand how your marketing is being received by potential customers, so you can find ways to better meet their needs
• Grow your brand - Understand exactly what consumers are looking for, so you can make sure that you’re meeting their expectations

Download now: 8 Innovations to Modernize Market Research

Scott Smith

Scott Smith, Ph.D. is a contributor to the Qualtrics blog.

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How to Do Market Research: A Definitive Guide

Article Snapshot

Section 1: introduction to market research.

Before we dive into the intricacies of market research, let's first establish a solid understanding of what it entails. Market research is the systematic process of collecting, analyzing, and interpreting data about a target market or industry. It involves gathering information about potential customers, their needs and preferences, as well as assessing the overall market landscape and identifying opportunities for growth.

Market research plays a vital role in shaping business strategies and decision-making processes. It helps businesses identify market trends, evaluate product or service viability, understand customer behavior, and develop effective marketing campaigns. By leveraging market research, companies can minimize risks, optimize resources, and increase their chances of success.

Section 2: Preparing for Market Research

Before embarking on any market research endeavor, it is crucial to establish clear objectives and determine the appropriate research methodology. In this section, we will guide you through the essential steps of preparing for market research.

Defining Research Objectives

The first step in any market research project is to define clear research objectives. These objectives should align with your business goals and provide a framework for your research efforts. Whether you aim to understand customer satisfaction, evaluate market potential for a new product, or analyze competitor strategies, defining specific and measurable objectives is essential to ensure the research is focused and effective.

Choosing the Right Research Methodology

Once you have defined your research objectives, the next step is to select the most appropriate research methodology. There are various methodologies available, each with its strengths and limitations. Qualitative research methods, such as interviews and focus groups, allow for in-depth exploration of customer opinions and perceptions. On the other hand, quantitative research methods, like surveys and data analysis, provide statistical insights and numerical data.

Creating a Research Plan

To ensure the success of your market research endeavor, it is essential to develop a comprehensive research plan. A research plan outlines the steps, timeline, budget, and resources required for your market research project. By creating a well-structured plan, you can effectively manage your research activities, allocate resources efficiently, and stay on track to achieve your research objectives.

Section 3: Conducting Primary Market Research

Primary market research involves collecting firsthand data directly from your target audience. This section will explore various primary research methods and provide insights into how to conduct effective primary market research.

Survey Research

Surveys are a popular and effective method for gathering primary research data. They allow businesses to collect a large volume of data from a diverse audience. Designing effective survey questions, selecting appropriate survey administration methods, and maximizing response rates are crucial elements to consider when conducting survey research.

Interviews and Focus Groups

Interviews and focus groups offer a more in-depth understanding of customer opinions and behaviors. By engaging directly with participants, businesses can explore complex topics and gain valuable insights. This section will cover techniques for conducting successful interviews and focus groups, as well as analyzing and interpreting the qualitative data obtained.

Observational Research

Observational research involves observing and analyzing consumer behavior in real-life situations. This method provides rich insights into consumer interactions, preferences, and decision-making processes. We will discuss different types of observational research and address ethical considerations associated with this methodology.

Section 4: Gathering and Analyzing Secondary Market Research

Secondary market research involves gathering existing data and information from various sources. This section will explore reliable sources for secondary research data, data collection methods, and techniques for analyzing and interpreting secondary research findings.

Sources of Secondary Research Data

Identifying reputable sources for secondary market research data is crucial for obtaining accurate and reliable information. We will explore a wide range of sources, including market research firms, industry reports, government publications, and online databases.

Data Collection and Analysis

Once you have gathered the secondary research data, the next step is to organize and analyze it effectively. This section will provide insights into various data collection methods and techniques for analyzing and interpreting secondary research findings. We will also discuss the utilization of data visualization tools to present data in a visually appealing and informative manner.

Section 5: Utilizing Market Research Findings

Market research findings hold immense value only when they are effectively utilized to drive business growth. In this section, we will explore how to interpret and apply research findings, communicate results, and continually monitor and evaluate market research efforts.

Interpreting and Applying Research Findings

Interpreting research findings accurately is vital to extract actionable insights. We will discuss techniques and strategies for interpreting research findings and applying them to make informed business decisions. Real-world case studies will be presented to illustrate the practical application of market research findings.

Communicating Research Results

Effectively communicating research results is essential for ensuring that the insights gained are understood and utilized by key stakeholders. This section will provide tips for creating visually appealing and informative research reports and delivering impactful presentations to stakeholders and decision-makers.

Monitoring and Evaluating Market Research

Market research is an ongoing process, and continuous monitoring and evaluation are crucial to stay abreast of market trends and changes. We will explore strategies for tracking market dynamics, monitoring the effectiveness of research efforts, and adjusting research strategies based on feedback and evolving market conditions.

Understanding the Importance of Market Research

Market research is an indispensable component of any successful business strategy. It provides crucial insights into customer behavior, market trends, and competitor analysis, enabling businesses to make informed decisions and gain a competitive edge. In this section, we will explore the significance of market research and its role in driving business success.

The Value of Market Research

Market research serves as a guiding light for businesses, helping them navigate the complex landscape of consumer demands and market dynamics. By conducting thorough research, businesses can gain a deep understanding of their target audience, identify unmet needs, and develop products or services that truly resonate with their customers.

One of the primary benefits of market research is its ability to minimize risk. By gathering data and insights before launching a new product or expanding into a new market, businesses can assess market potential, evaluate customer preferences, and anticipate potential challenges. This proactive approach reduces the likelihood of costly mistakes and increases the chances of success.

Moreover, market research plays a vital role in identifying and capitalizing on market opportunities. By staying attuned to market trends, businesses can spot emerging consumer needs, industry shifts, and technological advancements. Armed with this knowledge, they can adapt their strategies, develop innovative solutions, and stay ahead of the competition.

Market research also provides a solid foundation for effective marketing campaigns. By understanding the target audience's preferences, motivations, and pain points, businesses can tailor their messaging, positioning, and communication channels to effectively reach and engage their customers. This targeted approach not only increases customer acquisition but also enhances customer loyalty and brand advocacy.

The Risks of Neglecting Market Research

Failing to conduct market research can have dire consequences for businesses. Without a deep understanding of their target audience, businesses risk developing products or services that do not meet customer needs or preferences. This can lead to low customer satisfaction, decreased sales, and ultimately, business failure.

Additionally, neglecting market research can result in missed opportunities. In a rapidly evolving marketplace, failing to track consumer trends, competitor strategies, and industry shifts can leave businesses lagging behind. By the time they realize the need for change, it may be too late to catch up, leading to lost market share and diminished competitiveness.

Furthermore, without market research, businesses may struggle to effectively allocate their resources. They may invest in marketing campaigns that do not resonate with their target audience or allocate resources to markets with limited potential. This misalignment of resources can drain finances and hinder overall business growth.

The Role of Market Research in Decision-Making

Market research serves as a compass for decision-making, guiding businesses in making strategic choices based on data-driven insights. Whether it is launching a new product, entering a new market, or adjusting pricing strategies, market research provides the necessary information to make informed decisions.

By conducting market research, businesses can gain a comprehensive understanding of their target audience's preferences, needs, and behaviors. This knowledge allows them to develop products or services that align with customer expectations, resulting in higher customer satisfaction and increased sales.

Market research also empowers businesses to assess the competitive landscape. By studying competitors' strengths, weaknesses, and market positioning, businesses can identify gaps and opportunities for differentiation. This knowledge enables them to develop unique value propositions and competitive strategies that set them apart from their rivals.

Additionally, market research helps businesses evaluate the effectiveness of their marketing efforts. By measuring key performance indicators (KPIs) and analyzing consumer responses, businesses can identify areas for improvement and refine their marketing strategies. This iterative approach ensures that marketing budgets are optimized and yields the highest return on investment (ROI).

In conclusion, market research is an invaluable tool for businesses aiming to thrive in a competitive marketplace. By understanding the importance of market research and leveraging its insights, businesses can make informed decisions, minimize risks, seize opportunities, and ultimately drive sustainable growth. Now that we have established the significance of market research, let's delve into the practical steps of preparing for and conducting market research.

Preparing for Market Research

Before diving into market research, it is crucial to lay a solid foundation by preparing for the research process. This section will explore the essential steps involved in preparing for market research, including defining research objectives, selecting the appropriate research methodology, and creating a comprehensive research plan.

Clearly defining research objectives is the cornerstone of any successful market research project. Research objectives serve as guiding principles that outline the specific goals and outcomes you hope to achieve through your research efforts. These objectives should be specific, measurable, achievable, relevant, and time-bound (SMART).

When defining your research objectives, consider what you aim to accomplish. Are you seeking to understand customer preferences for a new product? Do you want to assess market potential for a specific geographic region? Defining clear and focused research objectives will help you stay on track and ensure that your research efforts yield actionable insights.

Once you have defined your research objectives, the next step is to select the most appropriate research methodology. Different research methodologies offer unique advantages and are suited for different research objectives.

Qualitative research methods, such as interviews and focus groups, provide in-depth insights into customer opinions, attitudes, and perceptions. These methods allow for rich, nuanced data collection and are particularly useful for exploring complex topics or understanding the underlying motivations and emotions driving consumer behavior.

Quantitative research methods, on the other hand, involve the collection and analysis of numerical data. Surveys and questionnaires are common quantitative research tools that allow for large-scale data collection. These methods are useful for measuring customer satisfaction, analyzing customer preferences, and identifying statistical relationships between variables.

It's important to choose a research methodology that aligns with your research objectives, budget, and time constraints. Consider the advantages and limitations of each methodology and select the one that will provide the most relevant and accurate data for your specific research needs.

A well-structured research plan is essential for conducting market research efficiently and effectively. A research plan serves as a roadmap that outlines the steps, timeline, budget, and resources required for your research project.

By creating a comprehensive research plan, you can ensure that your market research efforts are well-organized, efficient, and yield valuable insights. The plan will also serve as a reference point to track progress and make adjustments as needed throughout the research process.

Now that you understand the importance of preparing for market research, we will delve into the practicalities of conducting primary market research in the next section.

Conducting Primary Market Research

Survey research is one of the most commonly used methods for collecting primary research data. Surveys allow businesses to gather a large volume of data from a diverse audience efficiently. They can be conducted through various channels, including online surveys, phone interviews, or in-person questionnaires.

When designing a survey, it is important to carefully craft the survey questions to ensure they are clear, unbiased, and relevant to the research objectives. Use a combination of open-ended and closed-ended questions to gather both qualitative and quantitative data. Open-ended questions provide respondents with the opportunity to express their opinions and provide detailed feedback, while closed-ended questions offer predefined response choices that can be easily analyzed.

To maximize response rates, it is essential to carefully consider the survey administration method. Online surveys are cost-effective and convenient, allowing respondents to complete the survey at their convenience. Phone interviews provide a personal touch and allow for follow-up questions, while in-person questionnaires enable businesses to interact directly with respondents. Choosing the appropriate survey administration method depends on factors such as target audience demographics, research objectives, and available resources.

Additionally, it is crucial to consider respondent fatigue and survey length. Long and tedious surveys can lead to decreased response rates and inaccuracies in responses. Keep the survey concise, focused, and engaging to ensure higher participation and reliable data.

Interviews and focus groups provide valuable qualitative insights into consumer opinions, preferences, and behaviors. These methods allow businesses to engage directly with participants and gain a deeper understanding of their thoughts and motivations.

Interviews can be conducted in-person, over the phone, or through video calls. They provide an opportunity to ask probing questions, delve into specific topics, and explore in-depth responses. The interviewer can adapt the questioning based on the participant's responses, allowing for a dynamic and personalized conversation.

Focus groups involve bringing together a small group of individuals to discuss a specific topic or product. This method allows participants to interact with one another, share their opinions, and generate insights through group discussions. Focus groups provide a unique perspective by capturing the collective thoughts and experiences of the participants.

To conduct successful interviews and focus groups, it is essential to carefully plan the session. Develop a discussion guide or interview script that includes a set of key questions or topics to cover. This will ensure consistency and enable comparability across interviews or focus groups. Actively listen to participants, encourage open and honest responses, and create a comfortable environment for sharing opinions.

Qualitative data obtained from interviews and focus groups require careful analysis. Use techniques such as thematic analysis or coding to identify recurring themes, patterns, and insights. These qualitative insights can provide valuable context and depth to complement quantitative data collected through surveys or other methods.

Observational research involves observing and analyzing consumer behavior in real-life settings. This method allows businesses to gain insights into consumer interactions, preferences, and decision-making processes. It can be particularly useful in retail environments, public spaces, or during product usage.

Participant observation involves immersing oneself in the context being studied and actively participating in the observed activities. This method allows researchers to gain firsthand experience and capture the nuances of behavior and interactions. Non-participant observation, on the other hand, involves observing from a distance without directly engaging with the participants. This method allows for more objective observations and avoids potential biases that may arise from researcher-participant interaction.

When conducting observational research, it is essential to consider ethical considerations and obtain necessary permissions, especially in public spaces or when observing sensitive behavior. Maintain confidentiality and anonymity of participants and ensure that the research does not infringe upon their privacy.

Observational research often involves recording observations through notes, photographs, or video recordings. These records serve as valuable data for analysis and interpretation. Analyze the collected data by identifying patterns, behaviors, and trends. Observational research findings can be used to supplement and validate other primary research methods, providing a comprehensive understanding of consumer behavior.

As we have explored the various primary research methods, it is important to note that choosing the appropriate method depends on the research objectives, target audience, available resources, and the depth of insights required. By carefully selecting and conducting primary market research methods, businesses can uncover valuable insights about their target audience, preferences, and behaviors.

Gathering and Analyzing Secondary Market Research

While primary market research provides valuable firsthand data, secondary market research involves gathering existing data and information from various sources. This section will explore the sources of secondary research data and provide insights into data collection methods and techniques for analyzing and interpreting secondary research findings.

Secondary market research relies on existing data and information that has been collected by others. There are various sources from which businesses can gather secondary research data, including:

When gathering secondary research data, it is crucial to consider the reliability and credibility of the sources. Ensure that the data comes from reputable sources and is up-to-date. Cross-referencing information from multiple sources can help validate the accuracy and consistency of the data.

Once you have gathered the relevant secondary research data, the next step is to organize and analyze it effectively. The process of data collection and analysis involves several key steps:

Secondary research findings should be interpreted and used in conjunction with primary research data to gain a comprehensive understanding of the market landscape. Combining primary and secondary research data allows for triangulation, validation, and a more holistic analysis of the research objectives.

By effectively gathering and analyzing secondary research data, businesses can gain valuable insights into market trends, consumer behavior, and industry dynamics. These insights serve as a foundation for informed decision-making, strategy formulation, and staying ahead of the competition.

Utilizing Market Research Findings

Interpreting and analyzing research findings is a critical step in extracting actionable insights that can drive business decisions. Here are some key considerations when interpreting and applying research findings:

Remember that market research is an iterative process, and new insights may emerge as you delve deeper into the data. Continuously revisit and refine your interpretation of the research findings to ensure that you capture the most accurate and valuable insights.

Effectively communicating research results is crucial to ensure that the insights gained are understood and utilized by key stakeholders. Here are some tips for communicating research results:

Market research is an ongoing process that requires continuous monitoring and evaluation. Here are some key aspects to consider when monitoring and evaluating market research efforts:

By monitoring and evaluating market research efforts, you can ensure that the insights gained are effectively utilized and that your research strategies remain aligned with the evolving market landscape.

In conclusion, effectively utilizing market research findings is essential for driving business growth and staying ahead of the competition. By interpreting and applying research findings, communicating results effectively, and continuously monitoring and evaluating research efforts, businesses can make informed decisions, improve customer experiences, and seize market opportunities.

Conclusion: The Power of Market Research

Market research is a powerful tool that empowers businesses to make informed decisions, understand their target audience, and gain a competitive edge. Throughout this comprehensive guide, we have explored the various aspects of market research, from understanding its importance to conducting primary and secondary research, and utilizing research findings effectively. Now, let's recap the key points and emphasize the power of market research in driving business success.

Market research serves as a compass for businesses, guiding them through the complex landscape of consumer demands, market trends, and competitor analysis. By conducting thorough research, businesses can gain valuable insights into their target audience, identify market opportunities, and mitigate risks. Market research enables businesses to make informed decisions, optimize resources, and drive sustainable growth.

One of the primary benefits of market research is its ability to provide a deep understanding of customer preferences and needs. By gaining insights into customer behavior, businesses can develop products and services that truly resonate with their target audience, leading to higher customer satisfaction and loyalty.

Market research also enables businesses to stay ahead of the competition. By monitoring market trends, tracking competitor activities, and assessing industry dynamics, businesses can identify emerging opportunities and adapt their strategies accordingly. This flexibility allows businesses to maintain a competitive edge and seize market opportunities before their competitors.

Furthermore, market research plays a vital role in effective marketing campaigns. By understanding consumer preferences, motivations, and pain points, businesses can tailor their messaging, positioning, and communication channels to reach and engage their target audience more effectively. This targeted approach increases customer acquisition, enhances brand perception, and drives business growth.

However, market research is not a one-time endeavor. It requires continuous monitoring and evaluation to stay attuned to evolving market trends, consumer preferences, and competitive dynamics. By monitoring key metrics, tracking market trends, and gathering ongoing customer feedback, businesses can refine their strategies, identify areas for improvement, and deliver exceptional customer experiences.

In conclusion, market research is an indispensable tool for businesses aiming to thrive in a competitive marketplace. By understanding the importance of market research, preparing thoroughly, conducting primary and secondary research effectively, interpreting and applying research findings, and continuously monitoring and evaluating research efforts, businesses can gain a deeper understanding of their target audience, make informed decisions, and drive business growth. Embrace the power of market research and unlock the endless opportunities it holds for your organization.

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Market Research Conclusion Prioritization Tool

Use this tool to evaluate a series of research conclusions and find which conclusions will be helpful in gaining a better market position.

• Estimated time required: 2 hours
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Market Research Playbook

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Market Research: What It Is and How to Do It

• Linking websites 180

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In other words, it’s the process of understanding who your business is targeting so you can better position your marketing strategy.

In this guide, you’ll learn:

• The role of market research in a marketing strategy
• When to conduct market research

Types of market research

• Market research methods and their benefits
• How to conduct market research (example included)
• Market research tools and resources

What is the role of market research in a marketing strategy?

A marketing strategy is a business’s overall game plan for reaching consumers and turning them into customers.

The key word in the above definition is “game plan”. Entering a market with a product is like starting a new game. Since you’re new to the game, you don’t know the rules, and you don’t know who you’re playing against.

This is exactly where market research comes in . Market research allows you to discover the rules of the marketing game by understanding your target audience. Moreover, it allows you to understand who your opponent is by assessing the strengths and weaknesses of your competition.

Research is what marketing pros do to plan their moves, and outperform their competition.  It’s also what marketing pros use to identify the strengths and weaknesses of their own marketing strategy .

But is market research the ultimate business oracle? Unfortunately no. Even companies that specialize in market research admit it - here’s a quote from one of them :

(…) it cannot be assumed that market research is an exact science, as it would be unrealistic and unreasonable to expect market researchers to predict the precise demand for a new concept, given that there are numerous variables that can impact demand outside of the market researchers’ remit.

That’s why market research with all of its significance is “only” a part of marketing, and it’s “only” an experiment.  It’s up to you whether you will conduct your experiment, and when you will end it.

For example, Crystal Pepsi seemed very promising in the market research phase, yet it failed when released onto the market (a similar thing happened to New Coke). Xerox’s idea for a commercial photocopier was a no-go in the eyes of research analysts; Xerox did it anyway, and the rest is history.

When should you conduct market research?

Paul N. Hauge and Peter Jackson in their book “Do Your Own Market Research” point to three specific situations when market research is really useful:

• Setting goals . Knowing things like the size of the market, or defining your potential customers can help you set your sales goals.
• Problem-solving . Low sales? Low profitability? Market research will help you understand whether your problems are internal, like a low-quality product, or external, like aggressive competition.
• Supporting company growth.  Understanding how and why consumers decide on products will help you decide what products to introduce to the market.

Another answer to the “when” is the importance of the decision that you need to make. The more important the marketing issue you’re tackling, the more market research comes in handy.

For example, launching a new car on the market is quite a big event, right? So maybe Ford could have avoided losing 350 million dollars with the Ford Edsel if they had done their research properly. I mean, with the right methods in place it shouldn’t be that hard to predict that consumers will deem the car overpriced and ugly.

That said, market research doesn’t always have to be a large, complex project. The relatively new trend of agile market research  allows you to research the market regularly and in a cost-effective way. This is where you employ bite-size, iterative, and evolutionary methods to react to fast-changing circumstances and adapt to unknown market territories.

Furthermore, if you’re working in startup conditions, especially if you’re developing an innovative product, you may be interested in customer development . In this methodology market research is at its “agilest” and it’s tightly woven into the product development process.

Take Ahrefs for example. We stick to agile market research hacks anyone can use. As you will see later in the article, we use simple (but effective!) stuff like social media polls, crowdsourcing, in-house competitive analysis, or just tracking the pricing of our competitors.

Case in point, just recently we asked our fellow marketers on Twitter how they go about researching the market. It seems that market research comes in all shapes and sizes:

Have you ever performed “market research?“ What was it for? — Tim Soulo (@timsoulo) May 3, 2021

Just because somebody does market research in a certain way doesn’t mean that you need to copy that. You should know your options, and they start with the different types of market research.

Primary research

Whenever the research is done by you or on your behalf, and you need to create the data to solve a given problem, that is called primary market research.

Examples:  Focus groups, interviews, surveys (more on those later in the article).

Key benefits: It’s specific to your brand and products or services, and you can control the quality of the data.

Secondary research

Whenever you’re using already existing data, such as that put together by other businesses and organizations, you’re doing secondary market research.

Examples: Second-party and third-party sources like articles, whitepapers, reports, industry statistics, already collected internal data.

Key benefits: Get a macro perspective of your marketplace, as secondary research includes other players in the market, and most probably utilizes a bigger set of data than your primary sources.

Primary research vs. secondary research

Primary and secondary market research are different but by no means opposite. It’s actually recommended to use both.

While primary sources will give you a focused, micro perspective of your business, secondary research will tell you how other businesses are doing and how your research findings compare to bigger research sample sizes. 

Market research subtypes

A bit more theory for all you marketing geeks out there. Professional market researchers distinguish between the following primary and secondary market research subtypes:

• Qualitative research.  Think interviews, open-ended questions, results expressed in words rather than numbers and graphs. This type of research is used to understand underlying reasons, opinions, and motivations.
• Quantitative research. Think surveys, polls, usually closed-ended questions, results expressed in numbers and statistics. This type of research is used to test or confirm hypotheses or assumptions by quantifying defined variables (such as opinions or behaviours) and generalizing results from larger data samples.

Overview of market research methods

Let’s go over some popular market research methods you can use yourself and/or outsource.

Internal data analysis

The data you’ve already collected in your company is an invaluable secondary research data source. The more time you’re in the business, the more data you have on your hands.

The best thing about your internal data is that it’s been put into practice in real-life market conditions, so you just need to find the patterns and draw conclusions.

Here are some internal data sources you can leverage :

• Website data (like Google Analytics)
• Past campaigns performance data
• Internal interviews with employees

Interviews allow for face-to-face discussions and are great for exploratory qualitative research.

In unstructured interviews, you have an informal, free-flowing conversation on a given set of topics.

In structured interviews, you prepare a detailed, rigorous interview protocol where you list every question you want to ask and you can’t divert from them.

You can also choose the “middle way” with semi-structured interviews which revolve around predefined themes or questions, but allow for open-ended discussion.

A word of advice here would be to always remain neutral and unbiased, even during unstructured interviews. Also, it’s helpful to perform a pilot test of the interview to quickly spot some defects of your protocol.

Recording the interview may influence the answers, so use it wisely.

Focus groups

Focus groups are where 5 to 10 people with common characteristics take part in an interactive discussion with a moderator. They’re used to learn how a particular group thinks about a given issue or to provide feedback on a product.

Now, you might know that Steve Jobs famously hated focus groups. He’s on record saying:

It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.

If you’re trying to create a leapfrog product like the iPhone, there’s probably some validity to this statement. But most of us aren’t wrestling with that level of ambition. We just want to know if customers will like a proposed new feature or not. For this, focus groups are super useful.

Surveys involve polling your audience. They’re usually performed online for customer satisfaction and loyalty research, and are one of the most popular and cost-effective market research methods.

Some of the tried and tested use cases of online surveys  are:

• Product feature desirability
• User satisfaction feedback
• Quantitative analysis of certain issue occurrences
• Identifying friction points in your customer journey
• Discovering the reasons to convert to or cancel your service
• During product onboarding to create a customer profile (and for marketing automation)
• Opinion about a recently made change

An interesting example of surveying the market is crowdsourcing . That’s what Ahrefs does to understand what features to build, how important they are, and what customers expect from them.

What’s unique about crowdsourcing is that it allows the users to add their own ideas, and upvote or comment on existing ideas rather than answer predetermined questions, so this method leaves less room for marketing myopia. You improve your business, and the users get a better product—everybody wins.

How we crowdsource ideas at Ahrefs

Social media is another great place to survey the marketplace.

How many of you have disavowed links in GSC this year? — Tim Soulo (@timsoulo) October 8, 2020

Market segmentation

Market segmentation is the practice of categorizing a market into homogeneous groups based on specific criteria, also called segmentation variables (like age, sex, company size, country, etc.).

If you think you’re building a product for everyone, think again. Not everyone will want to buy from you.

Smart companies pick their target audience carefully. They pinpoint groups of people or organizations that could be valuable customers for the business. That way they also discover their non-ideal customers and develop a plan to attract customer segments gradually. 

Ever wondered why Procter and Gamble creates so many, often competing, brands? You guessed it: market segmentation. P&G simply divides and conquers. Different people have different needs, so they need different products (and possibly brands).

Competitive analysis

Another powerful, yet often overlooked, market research method is the process of understanding one’s market environment. Seriously, if there’s only one thing you could do to learn what works and what doesn’t in your market, you should do a competitive analysis.

“Whenever we discuss building a certain feature, we would definitely research our competitors and see how they do it.” Tim Soulo, CMO

You’d be surprised by how much you can learn about and from your competition and how much of it can be done online. There are certain tried and tested techniques, hacks, and tools for this type of research, and you can find them in this guide .

Analyze commercial data

Secondary market research data is relatively affordable, fast to acquire, and easy to use. Think market reports, industry insights, and a ton of research data someone has already gathered and analyzed so you don’t have to.

The most reputable sources are Gartner , Forrester , and Pew . Apart from those, make sure to check if there is a trustworthy commercial data source specific to your niche.

Sites like G2, Capterra and Trust Pilot also count. Not only do they give you an overview of your industry, but you can also find some real gems in your users’ reviews and your competitors’ reviews as well. Ahrefs uses that data source regularly internally and externally, like for this section of our Ahrefs vs Semrush vs Moz  landing page:

Benefits of market research - a comparison

Let’s quickly summarize the above 7 different methods of market research by their key benefits.

How to do market research process in 5 key steps

So now we know what market research is, why and when to do it, and we’ve learned about all of the important types and methods.

Let’s see how we can use that knowledge to conduct any type of market research in 5 steps.  As an example of market research, I’ll tell you about some of my past experiences with a 3D printing company.

• Identify the market research problem
• Choose the sample and research method
• Collect the data
• Analyze the data
• Interpret and present conclusions

1. Identify the market research problem

This is where every research project starts. You will also find that market research, in general, follows the pattern of the scientific method . First, you need to establish what exactly you are researching.

Do you have a question about your business you want to answer? Maybe you see an opportunity in the market. Or maybe you’ve observed something curious about your product use and you have a hypothesis that you want to validate? State that in the first step of the market research process.

Let me share an example.

In the past, I ran marketing for a few companies, and one of them was a 3D printer manufacturer. Early on I stumbled upon two problems with that company.

First: one of our market segments was saturated with similar products of similar quality at significantly lower price (classic, right?). Second: more and more 3D printing manufacturers seemed to be drifting away from the hobby segment to tackle the professional segments with more expensive products, yet we remained in the hobby/DIY niche. So we were too expensive for hobbyists but too hobbyist for customers who could afford us.

The hypothesis that I wanted to verify was that if the marketplace was showing a trend towards more professional use cases of 3D printing, our company should follow that trend. In other words, I wanted to check the viability of shifting the brand positioning into the professional/premium sector.

2. Choose the sample and research method

We’ve already covered the main types and methods of market research. You should already have a good idea of the differences between primary and secondary research, or whether qualitative or quantitative methods would best suit your needs.

As for the sample of your research, this refers to the portion of the entire data source in question that you will use. For example, if you want to run a survey among your customers, the sample will refer to the selection of customers you will include in your survey. There are a few options for choosing a sample:

• Use the entire data source . Obviously, it’s not a sample per se. Nevertheless, if sending a survey to all of your customers is doable (and reasonable), this is a perfectly good choice.
• Choose a random sample. Systematic sampling is the easiest way to choose a random sample. This is where you select every x/nth individual for the sample, where x is the population, n is the sample. For example, if you want a sample size of 100 from a population of 1000, select every 1000/100 = 10th member of the population.
• Convenience sampling: choose respondents available and willing to take part in the survey.
• Purposive sampling: choose respondents that in your judgement will be representative or possess some other feature that is important to the research.
• Quota sampling:  choose some arbitrary quota of respondents, e.g. 10 non-paying customers, 10 paying small companies and 10 paying large companies.

Back to our example. As a method for verifying my hypotheses, I chose a mix of:

• Surveys sent to all of our resellers.  We wanted to see if they also had seen a paradigm shift in the market and what segment of clients they had encountered the most. We also wanted to know their perspective on the longevity of that trend, and whether they potentially be interested in a more premium version of our product.
• In-depth interviews  on the phone with our resellers conducted by our sales team. We used purposive sampling here. Our sample comprised resellers with which we had the best relations (we knew they would be more eager to share).
• Competitive analysis.  We were mostly interested in market players who tried to penetrate the professional/industrial segment, so this was our sample ( purposive sampling ). We were interested in stuff like: what features were they building into their 3D printers, what was their brand positioning, what was their pricing, what language they used to communicate with their target audience, etc.
• Wohler’s industry report, anything 3D printing from Gartner and the like, reports by 3D printing services providers, and basically any scrape of serious data we could find ( convenience sampling ).
• Internal data:  customer satisfaction issues, and just general current customer profile based on Google Analytics and Facebook data.

3. Collect the data

Once you’ve got your problem, method, and sample nailed, all you need to do is to gather the data. This is the step where you send out your surveys, conduct your interviews, or reach out for industry insights.

A word of advice, choose your market research tool carefully; it will greatly influence the amount of work you will have with analyzing the data. For example, Google Forms  automatically makes graphs out of quantifiable data (plus it’s free).

Here’s the data we collected for the 3D printing company:

• Reseller survey data (both quantitative and qualitative data).
• Reseller interview data (qualitative data).
• Customer satisfaction issues (qualitative data gathered through all customer support channels, we analysed about 200 issues and requests).
• Competitive analysis data (from about 10 competitors).
• We managed to gather 3 comprehensive, independent industry reports, a few smaller reports made by other 3D printing companies, and dozens of scrapes of data, like statistics and noteworthy insights. We pulled out data like: 3D printer manufacturer market share, market growth in time, market segmentation, key 3D printing applications, 3D printing adoption by region, key players’ sales numbers.
• Any demographic, sociographic and psychographic data on customers and website visitors we could find in our internal data.

4. Analyze the data

Now that you have your data collected, the next step is to look for patterns, trends, concepts, or often repeated words—all dependent on whether your method was qualitative or quantitative (or both).

Simple research performed on a small sample will be relatively easy to analyze, or even analyzed automatically, like with the aforementioned Google Forms. Sometimes you will have to use expensive and harder to master software like Tableau , NVivo , PowerBI , or SPSS . Or you can use Python or R for data analysis (if you have a data analyst or data scientist on board, you’re in luck).

Continuing the example: Google Forms made it easy for us to spot patterns in surveys since quantitative data was calculated automatically. The most time-consuming part was reading through all of the responses and manually looking for patterns (back then I wasn’t aware of any tool that could do the job). Both sales and marketing teams worked on analyzing some of the qualitative data to have more than one reference point.

When it comes to researching the competition, coming up with some kind of data structure makes the work more comprehensive (and saner). We put our competitors’ data in specific categories, like products & services (prices included), target market, benefits, values, and brand message. We also used something called a brand positioning map which looks like this:

Analyzing secondary data was probably the easiest part, as the data we needed was already prepared in ready-to-use graphs, statistics and insights. We just had to sift through the contents to look for answers to our questions.

5. Interpret and present conclusions

Analyzing the data is not enough. You need to compile your data in a communicative, actionable way for the decision makers. A good practice is to include in your report: all your information, a description of your research process, the results, conclusions, and recommended actions.

Summing up my 3D printing example, I hypothesised that our market was experiencing a major shift and that the company should follow that trend. The research we did verified that hypothesis positively:

• Our resellers were getting more and more inquiries about professional/industrial use cases and machines. As you can imagine, the budget of this kind of client was significantly higher than hobbyists but so were the expectations.
• Our resellers indicated that this phenomenon is here to stay. Moreover, they declared interest in a new 3D printer tailored to the needs of their more demanding clientele.
• Our customers were outgrowing their early-adopter habits and wanted something easier to use, something plug-and-play that just worked reliably. Tinkering with the printer was something only hardcore makers were interested in.
• The companies we were interested in had already started adapting to the professional/premium market both with their offer and smart marketing communication.
• We also found a ton of other interesting data that we used later on. For example, we found that apart from engineers and designers, an equally interesting segment was educational institutions.

Our initial market research lasted for about two months. We also came back to it whenever we had the chance (or the necessity) and reiterated it to see if we were on the right track.

Was it worth it? Let me tell you this: it saved the company. Our research showed us that this was the last call to reposition the brand and the product. Our original target segment was being gradually dominated by companies we couldn’t compete with.

It took us some time to get buy-in from key stakeholders and implement the conclusions throughout the whole company (eventually, we got it right). As a result, we increased sales, increased customer satisfaction and put ourselves on a more profitable growth track—a win-win for everyone. We even went as far as merging with another manufacturer to shorten the time to get to that sweet market spot.

Looking back, no one from our close competitors survived. They didn’t adapt as we did, and we owed everything to market research.

Whatever you do, avoid these common market research mistakes :

• Poor sampling.
• Ambiguous questions.
• Leading or loaded questions (questions that show bias or contain controversial assumptions).
• Unclear or too many research objectives.
• Mixing correlation with causation.
• Ignoring competitive analysis.
• Allowing biases to influence your research ( confirmation bias  being arguably the most common and the most dangerous one).
• Not tracking data on a regular basis.

Online market research tools and resources

Market research reaches back to the 1930s and it’s probably rooted even “deeper” than the 20th century. Everything you could do then you can do now better, faster and cheaper thanks to these online tools and resources.

SEO tools - research the market with Ahrefs

I’ve put together 3 quick wins that can help with your market research—and that’s only a taste of what you can do with Ahrefs.

1. Brand awareness

In the early 20th century, you’d have to hire market researchers to spend days or even weeks asking people “have you heard about brand X”. Today, you can simply look up the search volume for that brand.

So let’s say you run a drone manufacturing brand, and you want to check out your competitors’ brand awareness in France. Go to Ahrefs Keywords Explorer , input the names of the brands, select “France” as your market, and in a flash you get:

The branded keyword volume indicates the brand awareness of that brand in a particular market. You can also keep track of that data by performing this search regularly to see if there are significant changes over time (for example, impacted by a recent campaign).

2. Feature demand

The next game-changing feature for electric cars will concern batteries, charging time, and charging cost (and not autopilot). How do I know?

Well, I opened Ahrefs Keywords Explorer , typed in “electric cars”, and went to the Questions report to find out what people search for. This gave me an idea of what problems electric car owners have (and potential owners worry about). You can easily perform similar research for your niche.

3. Understand the language of your market

Gerald Zaltman in his popular book “How Customers Think” proposes the idea that one of the major erroneous assumptions of marketing is that consumers think in words.

On the other hand, when consumers Google something they have to think in words. And when we market to those consumers we have to think in words as well. The question is: which words?

Let’s say that you want to enter a new and innovative market in the USA, for example the synthetic fermentation-derived dairy industry, also called animal-free dairy.

To you, this set of words “animal-free dairy” may be the very center of your business and marketing efforts. But let’s see what other people think. Let’s use Keywords Explorer  to see how many people search Google in the U.S. just for that phrase:

Whoops! Looks like your product category has disappointingly low awareness. Does this mean you’re doomed? Not necessarily. 

Let’s try other words. Words that mean something different, but still closely related to your new product.

Now we’re onto something. People search for “vegan dairy” and “lactose free dairy” more often. Not the same, but closely related. Yet, look at the difference in search volume.

Words make a huge difference.  And Google knows that.

The only reason you were able to put all of those three phrases in the same bucket was that you knew the connection between those words. The problem is that your target audience may not know that connection; they may not even know that this kind of product exists. This quick analysis of search volume shows that you may want to make that connection, for example with content marketing .

If you create content around related higher volume keywords, you can potentially get more organic traffic than simply focusing on the keyword designating your product category.  Look, even though you might believe the main benefit of your animal-free product is something unrelated to lactose, e.g., cruelty-free production, you might want to address the problem of lactose intolerance to appeal to people with this condition.

But that’s not all. You may have noticed “low lactose cheese” in the bottom right corner. This refers to the nifty feature of Ahrefs’ Keyword Explorer called “Parent topic”. Parent topic indicates that Google sees a given keyword as part of a broader topic.

If we click on this Parent topic, we uncover even more search demand:

We can see that the search for the topic “low lactose cheese” exceeds the “vegan dairy” topic by almost 300% in the US. Also, uncovering that parent topic gave us 879 potential keyword ideas (some of them have even higher search volume, like “lactose free cheese”).

Want to discover even more topic associations? No problem. You can dive deeper into this research by using other features of Ahrefs’ Keyword explorer. For example,the  Also rank for  report allows you to see which other keywords (and topics) the top 100 ranking pages for your target keyword also rank for.

This market research quick-win ties into the broader topic of keyword research. If you want to uncover even more keyword ideas and learn how to analyze them, read  our keyword research guide .

Source: https://hubspot.com

Customer Relationship Management software is used to manage and track interactions between a company and its customers and prospects. Usually, it works in tandem with sales or marketing automation software (or has integrations for them). If used properly, it is a true cornucopia of market insight.

As I pointed out earlier, it’s one of those primary data sources that you can leverage to discover patterns in your customer behaviour or characteristics. Popular choices are Hubspot, Salesforce, Intercom, but there is a ton of CRM software out there, so check out a software comparison like G2  to see what best suits your needs.

User feedback tools

This type of tool allows you to carry out our aforementioned survey research method online.

Create targeted, user-specific surveys and analyze answers with tools like Google Forms , SurveyMonkey , Typeform , or Qualaroo .  

Sending out your typical email with a survey is not the only option, for example with Qualaroo you can display surveys:

• In your digital product
• In your SaaS product
• Inside your web app
• Inside your mobile app
• On your website
• On your mobile site
• On your prototypes.
• On most public URLs. Even competitor sites

Need more? No problem, check out SurveyMonkey’s Market Research solution . It taps into the agile market research models we’ve discussed. They’ve got 14 online solutions that help you stay on top of your game, including customer segmentation, monitoring market dynamics, brand, creative analysis, feature importance, finding the right price for your products, and more.

So you think you have a tough business challenge? This daring gentleman is trying to disrupt… eggs. Extremely hard, but doable with market research on his side.

Website/app analytics

Tracking your website or app traffic is absolute marketing basics. Just look at some data dimensions Google Analytics offers:

• Demographics

Sounds familiar? Yup, that sounds like good ol’ market segmentation. Here’s the best part: it’s free, quick to perform and it’s based on your primary data.

If you’ve never dug deeper into Google Analytics, or similar analytics software (e.g., Matomo , Woopra ) here are some questions that this marketing technology can answer for you: 

• What do people search for once they’re on my site?
• What differentiates customers who have made a purchase from the ones that haven’t?
• What are my top countries by revenue?
• What are my best selling products?

If you’re already using Google Analytics, see if you’re not making these Google Analytics tracking mistakes. 

User experience research tools

Commonly used by UX designers, but just listen to the value propositions of these tools:

• “See and hear real people using your website, online shop or app.” ( https://userpeek.com/ )
• “Real-time feedback. From real customers. Wherever you work. So you can create experiences that get real results.” ( https://www.usertesting.com/ )
• “Scalable & Customized User Research” ( https://www.userlytics.com/ )
• “Record video and audio of your users, so you see and hear their exact experience with your product.” ( https://www.loop11.com/ )

Again, sounds much like our market research methods, right? And it’s no joke, thousands of companies use these tools.

User experience research tools allow you to get user feedback and insights on your products, prototypes, websites, and apps.

Testing is based on tasks your test-takers perform. You can either use your own user base or define a custom base using their services. You’ll get written reports and even recorded videos that you can incorporate into your market research and make sure you’re properly taking advantage of that market opportunity.

Ad planning tools

That’s right—the Facebook, LinkedIn, and Twitter ad planner you already use for running ads can give you some insight into the numbers behind the market segments you’re interested in.

30+ males with higher education interested in technology gadgets? No problem. Female C-suite decision-makers from Europe? It’s all there.

Census data

The availability of this kind of data may vary based on your target market. For example, in the US the Census Bureau  offers a free resource for searching the country’s census data. You can filter the data by topics, years, geography, surveys, or industry codes. You can also access premade interactive tables (which you can also download) or simply explore certain regions of the country using their maps.

Business intelligence tools

With business intelligence tools like Tableau , Looker or Sisense , you can connect to any data source to perform data cleaning, statistical operations, and data visualization. They are designed to allow you to glean insights into your data, and communicate effectively with your stakeholders. It’s like SQL combined with R, but you don’t need coding skills and you get a user-friendly interface.

Because these tools are overflowing with functionality and because they are usually pricey, they are overkill for small companies with basic market research needs. Often you will find that the tool that you are already using for your research method comes with some data analysis and visualization functions. And if not, you can always import your data to Excel or Google Docs and use Google Data Studio for a shareable interactive presentation.

Other noteworthy tools and services

• Think with Google
• Living Facts

Final thoughts

Market research is no easy feat. If you feel intimidated by it, you’re not the only one. But don’t shy away from it. The benefits of conducting even sporadic market research can have benefits for your business you simply can’t ignore. You won’t turn into a market research pro overnight, but the good news is you don’t have to. You can go the agile way (like Ahrefs), use affordable self-service online tools and resources, or you can even outsource your research. As long as you base your marketing game plan on valid data, you dramatically improve your chances for success.

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• > How to Do Research
• > Draw conclusions and make recommendations

Book contents

• Frontmatter
• Acknowledgements
• Introduction: Types of research
• Part 1 The research process
• 1 Develop the research objectives
• 2 Design and plan the study
• 3 Write the proposal
• 4 Obtain financial support for the research
• 5 Manage the research
• 6 Draw conclusions and make recommendations
• 7 Write the report
• 8 Disseminate the results
• Part 2 Methods
• Appendix The market for information professionals: A proposal from the Policy Studies Institute

6 - Draw conclusions and make recommendations

from Part 1 - The research process

Published online by Cambridge University Press:  09 June 2018

This is the point everything has been leading up to. Having carried out the research and marshalled all the evidence, you are now faced with the problem of making sense of it all. Here you need to distinguish clearly between three different things: results, conclusions and recommendations.

Results are what you have found through the research. They are more than just the raw data that you have collected. They are the processed findings of the work – what you have been analysing and striving to understand. In total, the results form the picture that you have uncovered through your research. Results are neutral. They clearly depend on the nature of the questions asked but, given a particular set of questions, the results should not be contentious – there should be no debate about whether or not 63 per cent of respondents said ‘yes’ to question 16.

When you consider the results you can draw conclusions based on them. These are less neutral as you are putting your interpretation on the results and thus introducing a degree of subjectivity. Some research is simply descriptive – the final report merely presents the results. In most cases, though, you will want to interpret them, saying what they mean for you – drawing conclusions.

These conclusions might arise from a comparison between your results and the findings of other studies. They will, almost certainly, be developed with reference to the aim and objectives of the research. While there will be no debate over the results, the conclusions could well be contentious. Someone else might interpret the results differently, arriving at different conclusions. For this reason you need to support your conclusions with structured, logical reasoning.

Having drawn your conclusions you can then make recommendations. These should flow from your conclusions. They are suggestions about action that might be taken by people or organizations in the light of the conclusions that you have drawn from the results of the research. Like the conclusions, the recommendations may be open to debate. You may feel that, on the basis of your conclusions, the organization you have been studying should do this, that or the other.

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• Draw conclusions and make recommendations
• Book: How to Do Research
• Online publication: 09 June 2018
• Chapter DOI: https://doi.org/10.29085/9781856049825.007

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10.2 Steps in the Marketing Research Process

Learning objective.

• Describe the basic steps in the marketing research process and the purpose of each step.

The basic steps used to conduct marketing research are shown in Figure 10.6 “Steps in the Marketing Research Process” . Next, we discuss each step.

Figure 10.6 Steps in the Marketing Research Process

Step 1: Define the Problem (or Opportunity)

There’s a saying in marketing research that a problem half defined is a problem half solved. Defining the “problem” of the research sounds simple, doesn’t it? Suppose your product is tutoring other students in a subject you’re a whiz at. You have been tutoring for a while, and people have begun to realize you’re darned good at it. Then, suddenly, your business drops off. Or it explodes, and you can’t cope with the number of students you’re being asked help. If the business has exploded, should you try to expand your services? Perhaps you should subcontract with some other “whiz” students. You would send them students to be tutored, and they would give you a cut of their pay for each student you referred to them.

Both of these scenarios would be a problem for you, wouldn’t they? They are problems insofar as they cause you headaches. But are they really the problem? Or are they the symptoms of something bigger? For example, maybe your business has dropped off because your school is experiencing financial trouble and has lowered the number of scholarships given to incoming freshmen. Consequently, there are fewer total students on campus who need your services. Conversely, if you’re swamped with people who want you to tutor them, perhaps your school awarded more scholarships than usual, so there are a greater number of students who need your services. Alternately, perhaps you ran an ad in your school’s college newspaper, and that led to the influx of students wanting you to tutor them.

Businesses are in the same boat you are as a tutor. They take a look at symptoms and try to drill down to the potential causes. If you approach a marketing research company with either scenario—either too much or too little business—the firm will seek more information from you such as the following:

• In what semester(s) did your tutoring revenues fall (or rise)?
• In what subject areas did your tutoring revenues fall (or rise)?
• In what sales channels did revenues fall (or rise): Were there fewer (or more) referrals from professors or other students? Did the ad you ran result in fewer (or more) referrals this month than in the past months?
• Among what demographic groups did your revenues fall (or rise)—women or men, people with certain majors, or first-year, second-, third-, or fourth-year students?

The key is to look at all potential causes so as to narrow the parameters of the study to the information you actually need to make a good decision about how to fix your business if revenues have dropped or whether or not to expand it if your revenues have exploded.

The next task for the researcher is to put into writing the research objective. The research objective is the goal(s) the research is supposed to accomplish. The marketing research objective for your tutoring business might read as follows:

To survey college professors who teach 100- and 200-level math courses to determine why the number of students referred for tutoring dropped in the second semester.

This is admittedly a simple example designed to help you understand the basic concept. If you take a marketing research course, you will learn that research objectives get a lot more complicated than this. The following is an example:

“To gather information from a sample representative of the U.S. population among those who are ‘very likely’ to purchase an automobile within the next 6 months, which assesses preferences (measured on a 1–5 scale ranging from ‘very likely to buy’ to ‘not likely at all to buy’) for the model diesel at three different price levels. Such data would serve as input into a forecasting model that would forecast unit sales, by geographic regions of the country, for each combination of the model’s different prices and fuel configurations (Burns & Bush, 2010).”

Now do you understand why defining the problem is complicated and half the battle? Many a marketing research effort is doomed from the start because the problem was improperly defined. Coke’s ill-fated decision to change the formula of Coca-Cola in 1985 is a case in point: Pepsi had been creeping up on Coke in terms of market share over the years as well as running a successful promotional campaign called the “Pepsi Challenge,” in which consumers were encouraged to do a blind taste test to see if they agreed that Pepsi was better. Coke spent four years researching “the problem.” Indeed, people seemed to like the taste of Pepsi better in blind taste tests. Thus, the formula for Coke was changed. But the outcry among the public was so great that the new formula didn’t last long—a matter of months—before the old formula was reinstated. Some marketing experts believe Coke incorrectly defined the problem as “How can we beat Pepsi in taste tests?” instead of “How can we gain market share against Pepsi?” (Burns & Bush, 2010)

New Coke Is It! 1985

(click to see video)

This video documents the Coca-Cola Company’s ill-fated launch of New Coke in 1985.

1985 Pepsi Commercial—“They Changed My Coke”

This video shows how Pepsi tried to capitalize on the blunder.

Step 2: Design the Research

The next step in the marketing research process is to do a research design. The research design is your “plan of attack.” It outlines what data you are going to gather and from whom, how and when you will collect the data, and how you will analyze it once it’s been obtained. Let’s look at the data you’re going to gather first.

There are two basic types of data you can gather. The first is primary data. Primary data is information you collect yourself, using hands-on tools such as interviews or surveys, specifically for the research project you’re conducting. Secondary data is data that has already been collected by someone else, or data you have already collected for another purpose. Collecting primary data is more time consuming, work intensive, and expensive than collecting secondary data. Consequently, you should always try to collect secondary data first to solve your research problem, if you can. A great deal of research on a wide variety of topics already exists. If this research contains the answer to your question, there is no need for you to replicate it. Why reinvent the wheel?

Sources of Secondary Data

Your company’s internal records are a source of secondary data. So are any data you collect as part of your marketing intelligence gathering efforts. You can also purchase syndicated research. Syndicated research is primary data that marketing research firms collect on a regular basis and sell to other companies. J.D. Power & Associates is a provider of syndicated research. The company conducts independent, unbiased surveys of customer satisfaction, product quality, and buyer behavior for various industries. The company is best known for its research in the automobile sector. One of the best-known sellers of syndicated research is the Nielsen Company, which produces the Nielsen ratings. The Nielsen ratings measure the size of television, radio, and newspaper audiences in various markets. You have probably read or heard about TV shows that get the highest (Nielsen) ratings. (Arbitron does the same thing for radio ratings.) Nielsen, along with its main competitor, Information Resources, Inc. (IRI), also sells businesses scanner-based research . Scanner-based research is information collected by scanners at checkout stands in stores. Each week Nielsen and IRI collect information on the millions of purchases made at stores. The companies then compile the information and sell it to firms in various industries that subscribe to their services. The Nielsen Company has also recently teamed up with Facebook to collect marketing research information. Via Facebook, users will see surveys in some of the spaces in which they used to see online ads (Rappeport, Gelles, 2009).

By contrast, MarketResearch.com is an example of a marketing research aggregator. A marketing research aggregator is a marketing research company that doesn’t conduct its own research and sell it. Instead, it buys research reports from other marketing research companies and then sells the reports in their entirety or in pieces to other firms. Check out MarketResearch.com’s Web site. As you will see there are a huge number of studies in every category imaginable that you can buy for relatively small amounts of money.

Figure 10.7

Market research aggregators buy research reports from other marketing research companies and then resell them in part or in whole to other companies so they don’t have to gather primary data.

Source: http://www.marketresearch.com .

Your local library is a good place to gather free secondary data. It has searchable databases as well as handbooks, dictionaries, and books, some of which you can access online. Government agencies also collect and report information on demographics, economic and employment data, health information, and balance-of-trade statistics, among a lot of other information. The U.S. Census Bureau collects census data every ten years to gather information about who lives where. Basic demographic information about sex, age, race, and types of housing in which people live in each U.S. state, metropolitan area, and rural area is gathered so that population shifts can be tracked for various purposes, including determining the number of legislators each state should have in the U.S. House of Representatives. For the U.S. government, this is primary data. For marketing managers it is an important source of secondary data.

The Survey Research Center at the University of Michigan also conducts periodic surveys and publishes information about trends in the United States. One research study the center continually conducts is called the “Changing Lives of American Families” ( http://www.isr.umich.edu/home/news/research-update/2007-01.pdf ). This is important research data for marketing managers monitoring consumer trends in the marketplace. The World Bank and the United Nations are two international organizations that collect a great deal of information. Their Web sites contain many free research studies and data related to global markets. Table 10.1 “Examples of Primary Data Sources versus Secondary Data Sources” shows some examples of primary versus secondary data sources.

Table 10.1 Examples of Primary Data Sources versus Secondary Data Sources

Gauging the Quality of Secondary Data

When you are gathering secondary information, it’s always good to be a little skeptical of it. Sometimes studies are commissioned to produce the result a client wants to hear—or wants the public to hear. For example, throughout the twentieth century, numerous studies found that smoking was good for people’s health. The problem was the studies were commissioned by the tobacco industry. Web research can also pose certain hazards. There are many biased sites that try to fool people that they are providing good data. Often the data is favorable to the products they are trying to sell. Beware of product reviews as well. Unscrupulous sellers sometimes get online and create bogus ratings for products. See below for questions you can ask to help gauge the credibility of secondary information.

Gauging the Credibility of Secondary Data: Questions to Ask

• Who gathered this information?
• For what purpose?
• What does the person or organization that gathered the information have to gain by doing so?
• Was the information gathered and reported in a systematic manner?
• Is the source of the information accepted as an authority by other experts in the field?
• Does the article provide objective evidence to support the position presented?

Types of Research Design

Now let’s look specifically at the types of research designs that are utilized. By understanding different types of research designs, a researcher can solve a client’s problems more quickly and efficiently without jumping through more hoops than necessary. Research designs fall into one of the following three categories:

• Exploratory research design
• Descriptive research design
• Causal research design (experiments)

An exploratory research design is useful when you are initially investigating a problem but you haven’t defined it well enough to do an in-depth study of it. Perhaps via your regular market intelligence, you have spotted what appears to be a new opportunity in the marketplace. You would then do exploratory research to investigate it further and “get your feet wet,” as the saying goes. Exploratory research is less structured than other types of research, and secondary data is often utilized.

One form of exploratory research is qualitative research. Qualitative research is any form of research that includes gathering data that is not quantitative, and often involves exploring questions such as why as much as what or how much . Different forms, such as depth interviews and focus group interviews, are common in marketing research.

The depth interview —engaging in detailed, one-on-one, question-and-answer sessions with potential buyers—is an exploratory research technique. However, unlike surveys, the people being interviewed aren’t asked a series of standard questions. Instead the interviewer is armed with some general topics and asks questions that are open ended, meaning that they allow the interviewee to elaborate. “How did you feel about the product after you purchased it?” is an example of a question that might be asked. A depth interview also allows a researcher to ask logical follow-up questions such as “Can you tell me what you mean when you say you felt uncomfortable using the service?” or “Can you give me some examples?” to help dig further and shed additional light on the research problem. Depth interviews can be conducted in person or over the phone. The interviewer either takes notes or records the interview.

Focus groups and case studies are often utilized for exploratory research as well. A focus group is a group of potential buyers who are brought together to discuss a marketing research topic with one another. A moderator is used to focus the discussion, the sessions are recorded, and the main points of consensus are later summarized by the market researcher. Textbook publishers often gather groups of professors at educational conferences to participate in focus groups. However, focus groups can also be conducted on the telephone, in online chat rooms, or both, using meeting software like WebEx. The basic steps of conducting a focus group are outlined below.

The Basic Steps of Conducting a Focus Group

• Establish the objectives of the focus group. What is its purpose?
• Identify the people who will participate in the focus group. What makes them qualified to participate? How many of them will you need and what they will be paid?
• Obtain contact information for the participants and send out invitations (usually e-mails are most efficient).
• Develop a list of questions.
• Choose a facilitator.
• Choose a location in which to hold the focus group and the method by which it will be recorded.
• Conduct the focus group. If the focus group is not conducted electronically, include name tags for the participants, pens and notepads, any materials the participants need to see, and refreshments. Record participants’ responses.
• Summarize the notes from the focus group and write a report for management.

A case study looks at how another company solved the problem that’s being researched. Sometimes multiple cases, or companies, are used in a study. Case studies nonetheless have a mixed reputation. Some researchers believe it’s hard to generalize, or apply, the results of a case study to other companies. Nonetheless, collecting information about companies that encountered the same problems your firm is facing can give you a certain amount of insight about what direction you should take. In fact, one way to begin a research project is to carefully study a successful product or service.

Two other types of qualitative data used for exploratory research are ethnographies and projective techniques. In an ethnography , researchers interview, observe, and often videotape people while they work, live, shop, and play. The Walt Disney Company has recently begun using ethnographers to uncover the likes and dislikes of boys aged six to fourteen, a financially attractive market segment for Disney, but one in which the company has been losing market share. The ethnographers visit the homes of boys, observe the things they have in their rooms to get a sense of their hobbies, and accompany them and their mothers when they shop to see where they go, what the boys are interested in, and what they ultimately buy. (The children get seventy-five dollars out of the deal, incidentally.) (Barnes, 2009)

Projective techniques are used to reveal information research respondents might not reveal by being asked directly. Asking a person to complete sentences such as the following is one technique:

People who buy Coach handbags __________.

(Will he or she reply with “are cool,” “are affluent,” or “are pretentious,” for example?)

KFC’s grilled chicken is ______.

Or the person might be asked to finish a story that presents a certain scenario. Word associations are also used to discern people’s underlying attitudes toward goods and services. Using a word-association technique, a market researcher asks a person to say or write the first word that comes to his or her mind in response to another word. If the initial word is “fast food,” what word does the person associate it with or respond with? Is it “McDonald’s”? If many people reply that way, and you’re conducting research for Burger King, that could indicate Burger King has a problem. However, if the research is being conducted for Wendy’s, which recently began running an advertising campaign to the effect that Wendy’s offerings are “better than fast food,” it could indicate that the campaign is working.

Completing cartoons is yet another type of projective technique. It’s similar to finishing a sentence or story, only with the pictures. People are asked to look at a cartoon such as the one shown in Figure 10.8 “Example of a Cartoon-Completion Projective Technique” . One of the characters in the picture will have made a statement, and the person is asked to fill in the empty cartoon “bubble” with how they think the second character will respond.

Figure 10.8 Example of a Cartoon-Completion Projective Technique

In some cases, your research might end with exploratory research. Perhaps you have discovered your organization lacks the resources needed to produce the product. In other cases, you might decide you need more in-depth, quantitative research such as descriptive research or causal research, which are discussed next. Most marketing research professionals advise using both types of research, if it’s feasible. On the one hand, the qualitative-type research used in exploratory research is often considered too “lightweight.” Remember earlier in the chapter when we discussed telephone answering machines and the hit TV sitcom Seinfeld ? Both product ideas were initially rejected by focus groups. On the other hand, relying solely on quantitative information often results in market research that lacks ideas.

The Stone Wheel—What One Focus Group Said

Watch the video to see a funny spoof on the usefulness—or lack of usefulness—of focus groups.

Descriptive Research

Anything that can be observed and counted falls into the category of descriptive research design. A study using a descriptive research design involves gathering hard numbers, often via surveys, to describe or measure a phenomenon so as to answer the questions of who , what , where , when , and how . “On a scale of 1–5, how satisfied were you with your service?” is a question that illustrates the information a descriptive research design is supposed to capture.

Physiological measurements also fall into the category of descriptive design. Physiological measurements measure people’s involuntary physical responses to marketing stimuli, such as an advertisement. Elsewhere, we explained that researchers have gone so far as to scan the brains of consumers to see what they really think about products versus what they say about them. Eye tracking is another cutting-edge type of physiological measurement. It involves recording the movements of a person’s eyes when they look at some sort of stimulus, such as a banner ad or a Web page. The Walt Disney Company has a research facility in Austin, Texas, that it uses to take physical measurements of viewers when they see Disney programs and advertisements. The facility measures three types of responses: people’s heart rates, skin changes, and eye movements (eye tracking) (Spangler, 2009).

Figure 10.9

A woman shows off her headgear for an eye-tracking study. The gear’s not exactly a fashion statement but . . .

lawrencegs – Google Glass – CC BY 2.0.

A strictly descriptive research design instrument—a survey, for example—can tell you how satisfied your customers are. It can’t, however, tell you why. Nor can an eye-tracking study tell you why people’s eyes tend to dwell on certain types of banner ads—only that they do. To answer “why” questions an exploratory research design or causal research design is needed (Wagner, 2007).

Causal Research

Causal research design examines cause-and-effect relationships. Using a causal research design allows researchers to answer “what if” types of questions. In other words, if a firm changes X (say, a product’s price, design, placement, or advertising), what will happen to Y (say, sales or customer loyalty)? To conduct causal research, the researcher designs an experiment that “controls,” or holds constant, all of a product’s marketing elements except one (or using advanced techniques of research, a few elements can be studied at the same time). The one variable is changed, and the effect is then measured. Sometimes the experiments are conducted in a laboratory using a simulated setting designed to replicate the conditions buyers would experience. Or the experiments may be conducted in a virtual computer setting.

You might think setting up an experiment in a virtual world such as the online game Second Life would be a viable way to conduct controlled marketing research. Some companies have tried to use Second Life for this purpose, but the results have been somewhat mixed as to whether or not it is a good medium for marketing research. The German marketing research firm Komjuniti was one of the first “real-world” companies to set up an “island” in Second Life upon which it could conduct marketing research. However, with so many other attractive fantasy islands in which to play, the company found it difficult to get Second Life residents, or players, to voluntarily visit the island and stay long enough so meaningful research could be conducted. (Plus, the “residents,” or players, in Second Life have been known to protest corporations invading their world. When the German firm Komjuniti created an island in Second Life to conduct marketing research, the residents showed up waving signs and threatening to boycott the island.) (Wagner, 2007)

Why is being able to control the setting so important? Let’s say you are an American flag manufacturer and you are working with Walmart to conduct an experiment to see where in its stores American flags should be placed so as to increase their sales. Then the terrorist attacks of 9/11 occur. In the days afterward, sales skyrocketed—people bought flags no matter where they were displayed. Obviously, the terrorist attacks in the United States would have skewed the experiment’s data.

An experiment conducted in a natural setting such as a store is referred to as a field experiment . Companies sometimes do field experiments either because it is more convenient or because they want to see if buyers will behave the same way in the “real world” as in a laboratory or on a computer. The place the experiment is conducted or the demographic group of people the experiment is administered to is considered the test market . Before a large company rolls out a product to the entire marketplace, it will often place the offering in a test market to see how well it will be received. For example, to compete with MillerCoors’ sixty-four-calorie beer MGD 64, Anheuser-Busch recently began testing its Select 55 beer in certain cities around the country (McWilliams, 2009).

Figure 10.10

Select 55 beer: Coming soon to a test market near you? (If you’re on a diet, you have to hope so!)

Martine – Le champagne – CC BY-NC 2.0.

Many companies use experiments to test all of their marketing communications. For example, the online discount retailer O.co (formerly called Overstock.com) carefully tests all of its marketing offers and tracks the results of each one. One study the company conducted combined twenty-six different variables related to offers e-mailed to several thousand customers. The study resulted in a decision to send a group of e-mails to different segments. The company then tracked the results of the sales generated to see if they were in line with the earlier experiment it had conducted that led it to make the offer.

Step 3: Design the Data-Collection Forms

If the behavior of buyers is being formally observed, and a number of different researchers are conducting observations, the data obviously need to be recorded on a standardized data-collection form that’s either paper or electronic. Otherwise, the data collected will not be comparable. The items on the form could include a shopper’s sex; his or her approximate age; whether the person seemed hurried, moderately hurried, or unhurried; and whether or not he or she read the label on products, used coupons, and so forth.

The same is true when it comes to surveying people with questionnaires. Surveying people is one of the most commonly used techniques to collect quantitative data. Surveys are popular because they can be easily administered to large numbers of people fairly quickly. However, to produce the best results, the questionnaire for the survey needs to be carefully designed.

Questionnaire Design

Most questionnaires follow a similar format: They begin with an introduction describing what the study is for, followed by instructions for completing the questionnaire and, if necessary, returning it to the market researcher. The first few questions that appear on the questionnaire are usually basic, warm-up type of questions the respondent can readily answer, such as the respondent’s age, level of education, place of residence, and so forth. The warm-up questions are then followed by a logical progression of more detailed, in-depth questions that get to the heart of the question being researched. Lastly, the questionnaire wraps up with a statement that thanks the respondent for participating in the survey and information and explains when and how they will be paid for participating. To see some examples of questionnaires and how they are laid out, click on the following link: http://cas.uah.edu/wrenb/mkt343/Project/Sample%20Questionnaires.htm .

How the questions themselves are worded is extremely important. It’s human nature for respondents to want to provide the “correct” answers to the person administering the survey, so as to seem agreeable. Therefore, there is always a hazard that people will try to tell you what you want to hear on a survey. Consequently, care needs to be taken that the survey questions are written in an unbiased, neutral way. In other words, they shouldn’t lead a person taking the questionnaire to answer a question one way or another by virtue of the way you have worded it. The following is an example of a leading question.

Don’t you agree that teachers should be paid more ?

The questions also need to be clear and unambiguous. Consider the following question:

Which brand of toothpaste do you use ?

The question sounds clear enough, but is it really? What if the respondent recently switched brands? What if she uses Crest at home, but while away from home or traveling, she uses Colgate’s Wisp portable toothpaste-and-brush product? How will the respondent answer the question? Rewording the question as follows so it’s more specific will help make the question clearer:

Which brand of toothpaste have you used at home in the past six months? If you have used more than one brand, please list each of them 1 .

Sensitive questions have to be asked carefully. For example, asking a respondent, “Do you consider yourself a light, moderate, or heavy drinker?” can be tricky. Few people want to admit to being heavy drinkers. You can “soften” the question by including a range of answers, as the following example shows:

How many alcoholic beverages do you consume in a week ?

• __0–5 alcoholic beverages
• __5–10 alcoholic beverages
• __10–15 alcoholic beverages

Many people don’t like to answer questions about their income levels. Asking them to specify income ranges rather than divulge their actual incomes can help.

Other research question “don’ts” include using jargon and acronyms that could confuse people. “How often do you IM?” is an example. Also, don’t muddy the waters by asking two questions in the same question, something researchers refer to as a double-barreled question . “Do you think parents should spend more time with their children and/or their teachers?” is an example of a double-barreled question.

Open-ended questions , or questions that ask respondents to elaborate, can be included. However, they are harder to tabulate than closed-ended questions , or questions that limit a respondent’s answers. Multiple-choice and yes-and-no questions are examples of closed-ended questions.

Testing the Questionnaire

You have probably heard the phrase “garbage in, garbage out.” If the questions are bad, the information gathered will be bad, too. One way to make sure you don’t end up with garbage is to test the questionnaire before sending it out to find out if there are any problems with it. Is there enough space for people to elaborate on open-ended questions? Is the font readable? To test the questionnaire, marketing research professionals first administer it to a number of respondents face to face. This gives the respondents the chance to ask the researcher about questions or instructions that are unclear or don’t make sense to them. The researcher then administers the questionnaire to a small subset of respondents in the actual way the survey is going to be disseminated, whether it’s delivered via phone, in person, by mail, or online.

Getting people to participate and complete questionnaires can be difficult. If the questionnaire is too long or hard to read, many people won’t complete it. So, by all means, eliminate any questions that aren’t necessary. Of course, including some sort of monetary incentive for completing the survey can increase the number of completed questionnaires a market researcher will receive.

Step 4: Specify the Sample

Once you have created your questionnaire or other marketing study, how do you figure out who should participate in it? Obviously, you can’t survey or observe all potential buyers in the marketplace. Instead, you must choose a sample. A sample is a subset of potential buyers that are representative of your entire target market, or population being studied. Sometimes market researchers refer to the population as the universe to reflect the fact that it includes the entire target market, whether it consists of a million people, a hundred thousand, a few hundred, or a dozen. “All unmarried people over the age of eighteen who purchased Dirt Devil steam cleaners in the United States during 2011” is an example of a population that has been defined.

Obviously, the population has to be defined correctly. Otherwise, you will be studying the wrong group of people. Not defining the population correctly can result in flawed research, or sampling error. A sampling error is any type of marketing research mistake that results because a sample was utilized. One criticism of Internet surveys is that the people who take these surveys don’t really represent the overall population. On average, Internet survey takers tend to be more educated and tech savvy. Consequently, if they solely constitute your population, even if you screen them for certain criteria, the data you collect could end up being skewed.

The next step is to put together the sampling frame , which is the list from which the sample is drawn. The sampling frame can be put together using a directory, customer list, or membership roster (Wrenn et. al., 2007). Keep in mind that the sampling frame won’t perfectly match the population. Some people will be included on the list who shouldn’t be. Other people who should be included will be inadvertently omitted. It’s no different than if you were to conduct a survey of, say, 25 percent of your friends, using friends’ names you have in your cell phone. Most of your friends’ names are likely to be programmed into your phone, but not all of them. As a result, a certain degree of sampling error always occurs.

There are two main categories of samples in terms of how they are drawn: probability samples and nonprobability samples. A probability sample is one in which each would-be participant has a known and equal chance of being selected. The chance is known because the total number of people in the sampling frame is known. For example, if every other person from the sampling frame were chosen, each person would have a 50 percent chance of being selected.

A nonprobability sample is any type of sample that’s not drawn in a systematic way. So the chances of each would-be participant being selected can’t be known. A convenience sample is one type of nonprobability sample. It is a sample a researcher draws because it’s readily available and convenient to do so. Surveying people on the street as they pass by is an example of a convenience sample. The question is, are these people representative of the target market?

For example, suppose a grocery store needed to quickly conduct some research on shoppers to get ready for an upcoming promotion. Now suppose that the researcher assigned to the project showed up between the hours of 10 a.m. and 12 p.m. on a weekday and surveyed as many shoppers as possible. The problem is that the shoppers wouldn’t be representative of the store’s entire target market. What about commuters who stop at the store before and after work? Their views wouldn’t be represented. Neither would people who work the night shift or shop at odd hours. As a result, there would be a lot of room for sampling error in this study. For this reason, studies that use nonprobability samples aren’t considered as accurate as studies that use probability samples. Nonprobability samples are more often used in exploratory research.

Lastly, the size of the sample has an effect on the amount of sampling error. Larger samples generally produce more accurate results. The larger your sample is, the more data you will have, which will give you a more complete picture of what you’re studying. However, the more people surveyed or studied, the more costly the research becomes.

Statistics can be used to determine a sample’s optimal size. If you take a marketing research or statistics class, you will learn more about how to determine the optimal size.

Of course, if you hire a marketing research company, much of this work will be taken care of for you. Many marketing research companies, like ResearchNow, maintain panels of prescreened people they draw upon for samples. In addition, the marketing research firm will be responsible for collecting the data or contracting with a company that specializes in data collection. Data collection is discussed next.

Step 5: Collect the Data

As we have explained, primary marketing research data can be gathered in a number of ways. Surveys, taking physical measurements, and observing people are just three of the ways we discussed. If you’re observing customers as part of gathering the data, keep in mind that if shoppers are aware of the fact, it can have an effect on their behavior. For example, if a customer shopping for feminine hygiene products in a supermarket aisle realizes she is being watched, she could become embarrassed and leave the aisle, which would adversely affect your data. To get around problems such as these, some companies set up cameras or two-way mirrors to observe customers. Organizations also hire mystery shoppers to work around the problem. A mystery shopper is someone who is paid to shop at a firm’s establishment or one of its competitors to observe the level of service, cleanliness of the facility, and so forth, and report his or her findings to the firm.

Make Extra Money as a Mystery Shopper

Watch the YouTube video to get an idea of how mystery shopping works.

Survey data can be collected in many different ways and combinations of ways. The following are the basic methods used:

• Face-to-face (can be computer aided)
• Telephone (can be computer aided or completely automated)
• Mail and hand delivery
• E-mail and the Web

A face-to-face survey is, of course, administered by a person. The surveys are conducted in public places such as in shopping malls, on the street, or in people’s homes if they have agreed to it. In years past, it was common for researchers in the United States to knock on people’s doors to gather survey data. However, randomly collected door-to-door interviews are less common today, partly because people are afraid of crime and are reluctant to give information to strangers (McDaniel & Gates, 1998).

Nonetheless, “beating the streets” is still a legitimate way questionnaire data is collected. When the U.S. Census Bureau collects data on the nation’s population, it hand delivers questionnaires to rural households that do not have street-name and house-number addresses. And Census Bureau workers personally survey the homeless to collect information about their numbers. Face-to-face surveys are also commonly used in third world countries to collect information from people who cannot read or lack phones and computers.

A plus of face-to-face surveys is that they allow researchers to ask lengthier, more complex questions because the people being surveyed can see and read the questionnaires. The same is true when a computer is utilized. For example, the researcher might ask the respondent to look at a list of ten retail stores and rank the stores from best to worst. The same question wouldn’t work so well over the telephone because the person couldn’t see the list. The question would have to be rewritten. Another drawback with telephone surveys is that even though federal and state “do not call” laws generally don’t prohibit companies from gathering survey information over the phone, people often screen such calls using answering machines and caller ID.

Probably the biggest drawback of both surveys conducted face-to-face and administered over the phone by a person is that they are labor intensive and therefore costly. Mailing out questionnaires is costly, too, and the response rates can be rather low. Think about why that might be so: if you receive a questionnaire in the mail, it is easy to throw it in the trash; it’s harder to tell a market researcher who approaches you on the street that you don’t want to be interviewed.

By contrast, gathering survey data collected by a computer, either over the telephone or on the Internet, can be very cost-effective and in some cases free. SurveyMonkey and Zoomerang are two Web sites that will allow you to create online questionnaires, e-mail them to up to one hundred people for free, and view the responses in real time as they come in. For larger surveys, you have to pay a subscription price of a few hundred dollars. But that still can be extremely cost-effective. The two Web sites also have a host of other features such as online-survey templates you can use to create your questionnaire, a way to set up automatic reminders sent to people who haven’t yet completed their surveys, and tools you can use to create graphics to put in your final research report. To see how easy it is to put together a survey in SurveyMonkey, click on the following link: http://help.surveymonkey.com/app/tutorials/detail/a_id/423 .

Like a face-to-face survey, an Internet survey can enable you to show buyers different visuals such as ads, pictures, and videos of products and their packaging. Web surveys are also fast, which is a major plus. Whereas face-to-face and mailed surveys often take weeks to collect, you can conduct a Web survey in a matter of days or even hours. And, of course, because the information is electronically gathered it can be automatically tabulated. You can also potentially reach a broader geographic group than you could if you had to personally interview people. The Zoomerang Web site allows you to create surveys in forty different languages.

Another plus for Web and computer surveys (and electronic phone surveys) is that there is less room for human error because the surveys are administered electronically. For instance, there’s no risk that the interviewer will ask a question wrong or use a tone of voice that could mislead the respondents. Respondents are also likely to feel more comfortable inputting the information into a computer if a question is sensitive than they would divulging the information to another person face-to-face or over the phone. Given all of these advantages, it’s not surprising that the Internet is quickly becoming the top way to collect primary data. However, like mail surveys, surveys sent to people over the Internet are easy to ignore.

Lastly, before the data collection process begins, the surveyors and observers need to be trained to look for the same things, ask questions the same way, and so forth. If they are using rankings or rating scales, they need to be “on the same page,” so to speak, as to what constitutes a high ranking or a low ranking. As an analogy, you have probably had some teachers grade your college papers harder than others. The goal of training is to avoid a wide disparity between how different observers and interviewers record the data.

Figure 10.11

Training people so they know what constitutes different ratings when they are collecting data will improve the quality of the information gathered in a marketing research study.

Ricardo Rodriquez – Satisfaction survey – CC BY-NC-ND 2.0.

For example, if an observation form asks the observers to describe whether a shopper’s behavior is hurried, moderately hurried, or unhurried, they should be given an idea of what defines each rating. Does it depend on how much time the person spends in the store or in the individual aisles? How fast they walk? In other words, the criteria and ratings need to be spelled out.

Collecting International Marketing Research Data

Gathering marketing research data in foreign countries poses special challenges. However, that doesn’t stop firms from doing so. Marketing research companies are located all across the globe, in fact. Eight of the ten largest marketing research companies in the world are headquartered in the United States. However, five of these eight firms earn more of their revenues abroad than they do in the United States. There’s a reason for this: many U.S. markets were saturated, or tapped out, long ago in terms of the amount that they can grow. Coke is an example. As you learned earlier in the book, most of the Coca-Cola Company’s revenues are earned in markets abroad. To be sure, the United States is still a huge market when it comes to the revenues marketing research firms generate by conducting research in the country: in terms of their spending, American consumers fuel the world’s economic engine. Still, emerging countries with growing middle classes, such as China, India, and Brazil, are hot new markets companies want to tap.

What kind of challenges do firms face when trying to conduct marketing research abroad? As we explained, face-to-face surveys are commonly used in third world countries to collect information from people who cannot read or lack phones and computers. However, face-to-face surveys are also common in Europe, despite the fact that phones and computers are readily available. In-home surveys are also common in parts of Europe. By contrast, in some countries, including many Asian countries, it’s considered taboo or rude to try to gather information from strangers either face-to-face or over the phone. In many Muslim countries, women are forbidden to talk to strangers.

And how do you figure out whom to research in foreign countries? That in itself is a problem. In the United States, researchers often ask if they can talk to the heads of households to conduct marketing research. But in countries in which domestic servants or employees are common, the heads of households aren’t necessarily the principal shoppers; their domestic employees are (Malhotra).

Translating surveys is also an issue. Have you ever watched the TV comedians Jay Leno and David Letterman make fun of the English translations found on ethnic menus and products? Research tools such as surveys can suffer from the same problem. Hiring someone who is bilingual to translate a survey into another language can be a disaster if the person isn’t a native speaker of the language to which the survey is being translated.

One way companies try to deal with translation problems is by using back translation. When back translation is used, a native speaker translates the survey into the foreign language and then translates it back again to the original language to determine if there were gaps in meaning—that is, if anything was lost in translation. And it’s not just the language that’s an issue. If the research involves any visual images, they, too, could be a point of confusion. Certain colors, shapes, and symbols can have negative connotations in other countries. For example, the color white represents purity in many Western cultures, but in China, it is the color of death and mourning (Zouhali-Worrall, 2008). Also, look back at the cartoon-completion exercise in Figure 10.8 “Example of a Cartoon-Completion Projective Technique” . What would women in Muslim countries who aren’t allowed to converse with male sellers think of it? Chances are, the cartoon wouldn’t provide you with the information you’re seeking if Muslim women in some countries were asked to complete it.

One way marketing research companies are dealing with the complexities of global research is by merging with or acquiring marketing research companies abroad. The Nielsen Company is the largest marketing research company in the world. The firm operates in more than a hundred countries and employs more than forty thousand people. Many of its expansions have been the result of acquisitions and mergers.

Step 6: Analyze the Data

Step 6 involves analyzing the data to ensure it’s as accurate as possible. If the research is collected by hand using a pen and pencil, it’s entered into a computer. Or respondents might have already entered the information directly into a computer. For example, when Toyota goes to an event such as a car show, the automaker’s marketing personnel ask would-be buyers to complete questionnaires directly on computers. Companies are also beginning to experiment with software that can be used to collect data using mobile phones.

Once all the data is collected, the researchers begin the data cleaning , which is the process of removing data that have accidentally been duplicated (entered twice into the computer) or correcting data that have obviously been recorded wrong. A program such as Microsoft Excel or a statistical program such as Predictive Analytics Software (PASW, which was formerly known as SPSS) is then used to tabulate, or calculate, the basic results of the research, such as the total number of participants and how collectively they answered various questions. The programs can also be used to calculate averages, such as the average age of respondents, their average satisfaction, and so forth. The same can done for percentages, and other values you learned about, or will learn about, in a statistics course, such as the standard deviation, mean, and median for each question.

The information generated by the programs can be used to draw conclusions, such as what all customers might like or not like about an offering based on what the sample group liked or did not like. The information can also be used to spot differences among groups of people. For example, the research might show that people in one area of the country like the product better than people in another area. Trends to predict what might happen in the future can also be spotted.

If there are any open-ended questions respondents have elaborated upon—for example, “Explain why you like the current brand you use better than any other brand”—the answers to each are pasted together, one on top of another, so researchers can compare and summarize the information. As we have explained, qualitative information such as this can give you a fuller picture of the results of the research.

Part of analyzing the data is to see if it seems sound. Does the way in which the research was conducted seem sound? Was the sample size large enough? Are the conclusions that become apparent from it reasonable?

The two most commonly used criteria used to test the soundness of a study are (1) validity and (2) reliability. A study is valid if it actually tested what it was designed to test. For example, did the experiment you ran in Second Life test what it was designed to test? Did it reflect what could really happen in the real world? If not, the research isn’t valid. If you were to repeat the study, and get the same results (or nearly the same results), the research is said to be reliable . If you get a drastically different result if you repeat the study, it’s not reliable. The data collected, or at least some it, can also be compared to, or reconciled with, similar data from other sources either gathered by your firm or by another organization to see if the information seems on target.

Stage 7: Write the Research Report and Present Its Findings

If you end up becoming a marketing professional and conducting a research study after you graduate, hopefully you will do a great job putting the study together. You will have defined the problem correctly, chosen the right sample, collected the data accurately, analyzed it, and your findings will be sound. At that point, you will be required to write the research report and perhaps present it to an audience of decision makers. You will do so via a written report and, in some cases, a slide or PowerPoint presentation based on your written report.

The six basic elements of a research report are as follows.

• Title Page . The title page explains what the report is about, when it was conducted and by whom, and who requested it.
• Table of Contents . The table of contents outlines the major parts of the report, as well as any graphs and charts, and the page numbers on which they can be found.
• Executive Summary . The executive summary summarizes all the details in the report in a very quick way. Many people who receive the report—both executives and nonexecutives—won’t have time to read the entire report. Instead, they will rely on the executive summary to quickly get an idea of the study’s results and what to do about those results.

Methodology and Limitations . The methodology section of the report explains the technical details of how the research was designed and conducted. The section explains, for example, how the data was collected and by whom, the size of the sample, how it was chosen, and whom or what it consisted of (e.g., the number of women versus men or children versus adults). It also includes information about the statistical techniques used to analyze the data.

Every study has errors—sampling errors, interviewer errors, and so forth. The methodology section should explain these details, so decision makers can consider their overall impact. The margin of error is the overall tendency of the study to be off kilter—that is, how far it could have gone wrong in either direction. Remember how newscasters present the presidential polls before an election? They always say, “This candidate is ahead 48 to 44 percent, plus or minus 2 percent.” That “plus or minus” is the margin of error. The larger the margin of error is, the less likely the results of the study are accurate. The margin of error needs to be included in the methodology section.

• Findings . The findings section is a longer, fleshed-out version of the executive summary that goes into more detail about the statistics uncovered by the research that bolster the study’s findings. If you have related research or secondary data on hand that back up the findings, it can be included to help show the study did what it was designed to do.
• Recommendations . The recommendations section should outline the course of action you think should be taken based on the findings of the research and the purpose of the project. For example, if you conducted a global market research study to identify new locations for stores, make a recommendation for the locations (Mersdorf, 2009).

As we have said, these are the basic sections of a marketing research report. However, additional sections can be added as needed. For example, you might need to add a section on the competition and each firm’s market share. If you’re trying to decide on different supply chain options, you will need to include a section on that topic.

As you write the research report, keep your audience in mind. Don’t use technical jargon decision makers and other people reading the report won’t understand. If technical terms must be used, explain them. Also, proofread the document to ferret out any grammatical errors and typos, and ask a couple of other people to proofread behind you to catch any mistakes you might have missed. If your research report is riddled with errors, its credibility will be undermined, even if the findings and recommendations you make are extremely accurate.

Many research reports are presented via PowerPoint. If you’re asked to create a slideshow presentation from the report, don’t try to include every detail in the report on the slides. The information will be too long and tedious for people attending the presentation to read through. And if they do go to the trouble of reading all the information, they probably won’t be listening to the speaker who is making the presentation.

Instead of including all the information from the study in the slides, boil each section of the report down to key points and add some “talking points” only the presenter will see. After or during the presentation, you can give the attendees the longer, paper version of the report so they can read the details at a convenient time, if they choose to.

Key Takeaway

Step 1 in the marketing research process is to define the problem. Businesses take a look at what they believe are symptoms and try to drill down to the potential causes so as to precisely define the problem. The next task for the researcher is to put into writing the research objective, or goal, the research is supposed to accomplish. Step 2 in the process is to design the research. The research design is the “plan of attack.” It outlines what data you are going to gather, from whom, how, and when, and how you’re going to analyze it once it has been obtained. Step 3 is to design the data-collection forms, which need to be standardized so the information gathered on each is comparable. Surveys are a popular way to gather data because they can be easily administered to large numbers of people fairly quickly. However, to produce the best results, survey questionnaires need to be carefully designed and pretested before they are used. Step 4 is drawing the sample, or a subset of potential buyers who are representative of your entire target market. If the sample is not correctly selected, the research will be flawed. Step 5 is to actually collect the data, whether it’s collected by a person face-to-face, over the phone, or with the help of computers or the Internet. The data-collection process is often different in foreign countries. Step 6 is to analyze the data collected for any obvious errors, tabulate the data, and then draw conclusions from it based on the results. The last step in the process, Step 7, is writing the research report and presenting the findings to decision makers.

Review Questions

• Explain why it’s important to carefully define the problem or opportunity a marketing research study is designed to investigate.
• Describe the different types of problems that can occur when marketing research professionals develop questions for surveys.
• How does a probability sample differ from a nonprobability sample?
• What makes a marketing research study valid? What makes a marketing research study reliable?
• What sections should be included in a marketing research report? What is each section designed to do?

1 “Questionnaire Design,” QuickMBA , http://www.quickmba.com/marketing/research/qdesign (accessed December 14, 2009).

Barnes, B., “Disney Expert Uses Science to Draw Boy Viewers,” New York Times , April 15, 2009, http://www.nytimes.com/2009/04/14/arts/television/14boys.html?pagewanted=1&_r=1 (accessed December 14, 2009).

Burns A. and Ronald Bush, Marketing Research , 6th ed. (Upper Saddle River, NJ: Prentice Hall, 2010), 85.

Malhotra, N., Marketing Research: An Applied Approach , 6th ed. (Upper Saddle River, NJ: Prentice Hall), 764.

McDaniel, C. D. and Roger H. Gates, Marketing Research Essentials , 2nd ed. (Cincinnati: South-Western College Publishing, 1998), 61.

McWilliams, J., “A-B Puts Super-Low-Calorie Beer in Ring with Miller,” St. Louis Post-Dispatch , August 16, 2009, http://www.stltoday.com/business/next-matchup-light-weights-a-b-puts-super-low-calorie/article_47511bfe-18ca-5979-bdb9-0526c97d4edf.html (accessed April 13, 2012).

Mersdorf, S., “How to Organize Your Next Survey Report,” Cvent , August 24, 2009, http://survey.cvent.com/blog/cvent-survey/0/0/how-to-organize-your-next-survey-report (accessed December 14, 2009).

Rappeport A. and David Gelles, “Facebook to Form Alliance with Nielsen,” Financial Times , September 23, 2009, 16.

Spangler, T., “Disney Lab Tracks Feelings,” Multichannel News 30, no. 30 (August 3, 2009): 26.

Wagner, J., “Marketing in Second Life Doesn’t Work…Here Is Why!” GigaOM , April 4, 2007, http://gigaom.com/2007/04/04/3-reasons-why-marketing-in-second-life-doesnt-work (accessed December 14, 2009).

Wrenn, B., Robert E. Stevens, and David L. Loudon, Marketing Research: Text and Cases , 2nd ed. (Binghamton, NY: Haworth Press, 2007), 180.

Zouhali-Worrall, M., “Found in Translation: Avoiding Multilingual Gaffes,” CNNMoney.com , July 14, 2008, http://money.cnn.com/2008/07/07/smallbusiness/language_translation.fsb/index.htm (accessed December 14, 2009).

Principles of Marketing Copyright © 2015 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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What is Market Research? Definition, Types, Process, Examples and Best Practices

By Nick Jain

Published on: June 21, 2023

Table of Contents

What is Market Research?

Types of market research, market research process, examples of market research, market research methods, best practices for market research in 2023.

Market research is defined as the systematic collection, analysis, and interpretation of data about a specific market, industry, or consumer segment. It involves studying customers, competitors, and market dynamics to identify opportunities, mitigate risks, and make informed business decisions.

Market research provides valuable insights into consumer behavior, preferences, and market trends, helping organizations develop effective marketing strategies, launch new products, and optimize their market positioning.

Key components of market research:

Market research typically involves several key components that contribute to a comprehensive understanding of the market and its dynamics. These components include:

• Market Segmentation: Identifying and dividing the target market into distinct segments based on demographics, psychographics, behavior, or other relevant characteristics. This helps tailor marketing strategies to specific customer groups.
• Data Collection: Gathering relevant data from primary and secondary sources. Primary data refers to information collected directly from the target market through surveys, interviews, observations, or experiments. Secondary data involves leveraging existing research, reports, industry databases, or government sources.
• Research Design: Developing a research plan that outlines the objectives, methodology, and timeline for conducting the research. This includes selecting appropriate research methods, determining the sample size, and defining the sampling technique.
• Qualitative Research: Utilizing techniques like interviews, focus groups , or observations to gain in-depth insights into consumer attitudes, opinions, motivations, and behaviors. Qualitative research helps explore underlying reasons and provides a richer understanding of the market.
• Quantitative Research: Employing surveys, questionnaires, or structured data analysis to gather numerical data on a larger scale. Quantitative research enables statistical analysis, measurement of market trends, and generation of quantitative insights and metrics.
• Competitive Analysis: Assessing competitors’ strategies, strengths, weaknesses, market positioning, and offerings. This helps identify market opportunities, potential threats, and areas for differentiation.
• Consumer Behavior Analysis: Examining consumer decision-making processes, buying habits, preferences, and satisfaction levels. Understanding consumer behavior is crucial for developing effective marketing strategies and targeted campaigns.
• Market Size and Forecasting: Estimating the total market size, growth potential, and future trends. Market sizing helps assess the market’s attractiveness and potential demand for products or services.
• Data Analysis: Applying statistical techniques and tools to analyze collected data and derive meaningful insights. This includes data cleaning, segmentation analysis, correlation analysis, regression analysis, and other statistical methods.
• Reporting and Presentation: Summarizing research findings, insights, and recommendations in a clear and concise manner. Effective communication of research results ensures that stakeholders can make informed decisions based on the findings.

These components work together to provide a holistic view of the market, consumer behavior, and competitive landscape, enabling businesses to make informed decisions and develop effective marketing strategies.

Primary Research: Primary research involves collecting data directly from the target market or consumer segment. It is customized and tailored to address specific research objectives. Primary research methods include surveys, interviews, focus groups , observations, and experiments. Primary research allows for the collection of firsthand data and offers more control over the research process.

Secondary Research: Secondary research involves gathering and analyzing existing data that has been previously collected by other sources. This data can include industry reports, government publications, academic studies, market research reports, and online databases. Secondary research helps to gain a broader understanding of the market, industry trends, and historical data. It is a cost-effective way to access existing information and can provide a foundation for further primary research.

Learn more: What is Customer Experience (CX) Research?

Step 1. Define Research Objectives

The first step in market research is to clearly define the research objectives. This involves identifying the specific information needed, the target audience, and the desired outcomes of the research.

Step 2. Design Research Plan

Once the objectives are defined, the next step is to design a research plan that outlines the methodology, data collection techniques, sample size, and timeline. The research plan should be tailored to address the research objectives and provide reliable and valid data.

Step 3 Data Collection

In this stage, data is collected using primary or secondary research methods. Primary research involves gathering data directly from respondents through surveys, interviews, focus groups , or observations. Secondary research involves gathering existing data from published sources, industry reports, or databases.

Step 4. Market research Analysis

Once the data is collected, it needs to be analyzed to identify patterns, trends, and insights. This can involve quantitative research and analysis, such as statistical techniques, or qualitative research and analysis, such as thematic coding or content analysis. The goal is to derive meaningful insights from the data that can inform decision-making.

Step 5. Final Market Research Insights

After analyzing the data, the next step is to interpret the findings and extract actionable insights. This involves drawing conclusions, identifying key trends, and relating them to the research objectives. The insights should provide valuable information that guides marketing strategies, product development, or business decisions.

Step 6. Reporting Research Findings

The final step is to present the research findings in a clear and concise manner. A market research report is typically prepared, which includes an executive summary, methodology, findings, insights, and recommendations. The report should effectively communicate the research results to stakeholders and provide actionable recommendations based on the insights.

Here are some examples of market research. These examples illustrate the diverse applications of market research across various industries and scenarios:

• Customer Satisfaction Market Research : A company conducts a customer satisfaction survey to gather feedback from its existing customers . The survey includes questions about their experience with the product or service, overall satisfaction, likelihood to recommend, and areas for improvement. The results help the company understand customer satisfaction levels, identify key drivers of satisfaction, and take action to enhance the customer experience .
• Pricing Market Research: A business is considering introducing a new product or service and wants to determine the optimal pricing strategy. They conduct pricing research, which involves surveys or conjoint analysis, to gather data on customer price sensitivity, willingness to pay, and perceptions of value. The research helps the company set competitive pricing that aligns with customer expectations and maximizes profitability.
• Market Trend Research: A market research firm monitors industry trends and analyzes market data to provide insights to clients. They track market size, growth rates, industry dynamics, and consumer preferences through secondary research. The analysis helps businesses understand market trends, identify emerging opportunities or threats, and make informed strategic decisions.
• Concept Testing Market Research: A company has developed several product concepts and wants to evaluate their potential success before investing in product development. They conduct concept testing research, which involves presenting the concepts to a target audience through surveys or focus groups . The research helps assess consumer interest, perceived benefits, and purchase intent for each concept, allowing the company to select the most promising one to pursue further.
• Competitor Market Research: A company wants to assess the strengths and weaknesses of its competitors in the market. They conduct competitor analysis, which involves gathering data on competitors’ products, pricing, distribution channels, marketing strategies, and customer perceptions. The insights obtained help the company benchmark against competitors, identify areas of competitive advantage and develop strategies to differentiate itself in the market.
• Ad Testing Market Research: A company is planning to launch a new advertising campaign and wants to assess its effectiveness. They conduct ad testing research, which involves presenting different versions of the ad to a sample audience and gathering user or customer feedback on message comprehension, brand recall, and emotional response. The research helps the company optimize the ad campaign by identifying the most impactful and persuasive elements.
• Market Segmentation Research: A company wants to understand its target market better and tailor marketing strategies to specific customer segments. They conduct market segmentation research, which involves analyzing demographic, psychographic, and behavioral data to identify distinct customer segments with different needs, preferences, and buying behaviors. The segmentation analysis helps the company develop targeted marketing campaigns, messages, and product offerings for each segment.

Learn more: What is Customer Feedback?

• Qualitative Market Research Methods

Qualitative market research methods focus on non-data intensive methods of information gathering and analysis. These methods focus on a small sample of respondents who are probed for an in-depth understanding of a subject. The goal of such a method is to gain an in-depth understanding of the market and consumer behavior based on open-ended questions and discussions.

For example, focus groups , one-on-one interviews, case studies, etc are popular qualitative methods of market research.

• Quantitative Market Research Methods

Quantitative market research focuses on data-intensive methods that return solid data that can be quantitatively analyzed in bulk. These methods often rely on a large sample of respondents who answer a common questionnaire, which may further have an internal logic to branch out to new questions based on answers to previous questions.

Examples of quantitative market research methods are physical survey questionnaires, online feedback surveys, Twitter polls, Net Promoter Score (NPS) questions after a product purchase, customer satisfaction (CSAT) feedback forms, etc.

Market research is a crucial process that helps businesses understand their target market, consumer preferences, industry trends, and competitive landscape. By gathering and analyzing relevant data, companies can make informed decisions and develop effective marketing strategies. Here are some best practices for market research:

1. Define your research objectives: Clearly articulate the goals and purpose of your research. Identify the specific information you need to gather, such as customer insights, market size, competitor analysis, or product feedback.

2. Identify your target audience: Determine the specific demographic or customer segment you want to study. This will help you tailor your research methods and questions to gather the most relevant data.

3. Choose the right research methods: Select the most appropriate research methods based on your objectives and target audience. Common methods include surveys, interviews, focus groups , observation, secondary research, and data analysis.

4. Develop a research plan: Create a detailed plan outlining the research methodology, timeline, and resource allocation. This will ensure that the research is conducted efficiently and effectively.

5. Use a combination of qualitative and quantitative research: Qualitative research methods , such as interviews and focus groups , provide in-depth insights and opinions, while quantitative methods , like surveys and data analysis, offer statistical data and measurable metrics. Combining both approaches provides a comprehensive understanding of the market.

6. Collect data from multiple sources: Gather information from diverse sources, including primary data (collected directly from customers or target audiences) and secondary data (existing research, industry reports, and government data). This multi-source approach enhances the reliability and accuracy of your findings.

7. Maintain data quality and integrity: Ensure the data collected is accurate, reliable, and relevant to your research objectives. Use standardized measurement scales and survey techniques to maintain consistency.

8. Analyze and interpret the data: Use appropriate statistical analysis tools and techniques to analyze the collected data. Look for patterns, trends, and correlations that can provide valuable insights for decision-making.

9. Keep an eye on competitors: Conduct a competitive analysis to understand your competitors’ strategies, strengths, weaknesses, and market positioning. This information can help you identify opportunities and develop effective marketing plans.

10. Stay ethical and maintain privacy: Adhere to ethical guidelines and protect the privacy of participants and their data. Obtain informed consent and ensure confidentiality throughout the research process.

11. Communicate and act on findings: Present your research findings in a clear and concise manner. Translate the insights into actionable strategies and recommendations that can drive business growth.

12. Continuously monitor the market: Market research is an ongoing process. Keep a pulse on industry trends, consumer preferences, and market dynamics to stay ahead of the competition and identify new opportunities.

By following these best practices, businesses can conduct effective market research that informs decision-making, helps identify growth opportunities, and supports the development of successful marketing strategies.

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• Home > What We Do > Research Methods > FAQ > What Are the Key Stages of a Market Research Project?

What Are the Key Stages of a Market Research Project?

A research project consists of a process designed to answer a specific research objective, usually identified by a business curiosity or challenge. At B2B International, these are split into four distinct categories: understanding your customers, buyers and influencers; understanding products and pricing strategies; understanding markets and opportunities and understanding brands and communications.

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If you would like to find out more about market research surveys

The five key stages of a market research project

Kick-Off Meeting

This is an excellent opportunity for the dedicated research team at B2B International to meet face-to-face with the client’s immediate project team and wider key stakeholders to ensure that everybody is aligned with the research objectives from the beginning and to communicate expectations of the research. This meeting also provides a chance to understand any concerns, keys to success and what is feasible to implement, ensuring that the strategic recommendations following fieldwork are practical and realistic to be embedded within a company. Often, engaging workshop activities are carried out to understand employee perceptions of the research outcomes, to later compare with the results achieved.

Project Design and Set-Up

Following the kick-off meeting, B2B International are responsible for designing the questionnaire for the project. Depending on the research objectives, this could be designed for focus groups , qualitative depth interviews , semi-structured interviews or quantitative surveys. Questionnaires are usually designed in collaboration with the client, ensuring all research requirements are answered and very often, a mixed methodology approach is used. Once agreed upon, this is translated into relevant languages and scripted into a CATI system, particularly where telephone interviews are involved.

Fieldwork can take many forms, depending on the initial research aims and objectives agreed upon. With telephone interviews and online surveys, there is usually a pilot stage, where around 10% of the target number of interviews are carried out in local language and are then assessed by the research team. This is to make sure all questions have been understood, and the data quality is adequate for analysis, following the fieldwork stage. Following this assessment, the remaining number of interviews are carried out over a typical period of 2-4 weeks, depending on the number of interviews to be achieved and the audience in question.

Data Immersion and Analysis

At this stage, the data is collected and collated into a software such as SPSS, making it easier to digest and analyze the findings from the research. The experienced research team at B2B International immerse themselves into the data to develop a clear story and summary of the results from the research. Initially, top line findings are established, highlighting key trends in the data. Content analysis is then carried out, using emergent and existing frameworks to present the data, addressing the objectives of the study. This is usually in the form of a PowerPoint presentation and will include conclusions and actionable recommendations throughout.

Presentation and Dissemination of Findings

A final presentation is delivered to the immediate client team, usually face-to-face. The aim of this presentation is to deliver the key findings from the research, to answer any questions and to discuss strategic recommendations and next steps for the client, with ongoing consultancy from B2B International. Often, in order to disseminate the findings to the wider company, an infographic is created, usually in the form of an A2/A3 poster, booklet or brochure which summarizes the key insights and highlights actionable recommendations for employees.

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Through data-driven analysis, NREL is working to advance innovative siting and interconnection approaches for solar energy. Our research considers technical, economic, social, and environmental factors.

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• Providing analytic support to communities and other stakeholders to help identify innovative solar siting solutions
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Solar-plus-storage analysis.

NREL employs a variety of analysis approaches to understand how solar-plus-storage deployment will affect energy systems .

Advanced Hosting Capacity Analysis

NREL's advanced hosting capacity analysis can help utilities, policymakers, and solar developers better understand the impact of adding new distributed photovoltaic (DPV) systems to the electrical distribution system.

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Agrivoltaics pairs solar with agriculture, creating energy and providing space for crops, grazing, and native habitats under and between panels. NREL studies economic and ecological tradeoffs of agrivoltaic systems.

Photovoltaic Stormwater Management Research and Testing

This PV-SMaRT project is developing and disseminating research-based, PV-specific tools and best practices for stormwater management and water quality at ground-mounted PV sites.

Permitting, Inspection, and Interconnection

To address solar permitting, inspection, and interconnection challenges and delays, NREL has developed software and analysis to identify best practices and streamline review timelines.

Distribution Grid Integration

NREL's distribution integration research tackles the challenges facing the widespread integration of distributed energy resources while maintaining the safe, efficient, and cost-effective operation of the distribution system.

Innovative Site Preparation and Impact Reductions on the Environment

Opportunities for cost reductions and environmental compatibility of solar technologies.

Online platform helps streamline permitting process for residential solar installations.

More From Forbes

A new study pokes holes in the agile method—but is it agile’s fault.

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An agile worker updating Kanban board

Projects that use the Agile development process fail 65% of the time versus lean engineering at 21% and a new method called Impact Engineering at 10%, according to a new study conducted for the book Impact Engineering . I was intrigued by headlines about the study—and by the clever marketing technique of using a survey to help sell a book. The marketing worked on me, given that I just bought and read the book.

The Method Itself, Or The Implementation?

The Agile development process was introduced about 20 years ago as a reaction to more strict development methodologies. At that time, multiple rigid and highly serial “waterfall” development methods were most popular. However, waterfall project management was not well aligned to the needs of software development and lacked the means to adjust effort based upon feedback throughout the development process.

Agile was revolutionary because it replaced waterfall’s long development cycles that were planned out potentially months in advance. Agile is based upon short development cycles—often two or three weeks—called sprints. Sprints are highly iterative and have multiple feedback loops built into the process, which means that change and risks are easy to intercept and fix. The increased collaboration this fosters led to a more transparent management style that meshed well with software startups, which were the early adopters of Agile methods.

Over the years, Agile became more robust, and multiple variants (such as Scrum and Kanban) were developed to meet the needs of diverse development teams. But each of these variants holds true to the original Agile principles. Agile processes are now the de facto approach for software development in many organizations of all sizes.

When I dug into the results of the study and the book, I wondered whether the issues were with Agile itself or the improper implementation of it. As someone who’s seen Agile succeed and fail, I have learned that failure is often the result of other factors, rather than the method itself. So I remain somewhat skeptical about the study’s conclusion that a different approach is required. Also, it should be noted that the results came from a survey of 600 developers from the U.S and U.K., so it’s not a global representation of Agile development.

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Trump vs. harris 2024 polls: harris leads trump in 3 surveys this week, record-breaking $75 million ransom paid to dark angels gang.

Below are the key findings of the survey, followed by my own thoughts on the study's validity based on three of its key findings.

Results from the Impact Engineering survey about Agile's effect on key success factors for software ... [+] development projects

Issue No. 1: Being Able To Discuss And Address Problems Quickly

I completely agree that practices that ensure psychological safety will have a significant impact on success. But the way this is presented by the Impact Engineering proponents suggests that Agile does not support psychological safety—which is not true. The whole point of Agile is for issues to be raised as soon as possible in standup meetings and addressed by the right leaders in the organization via a well-communicated escalation process. So is this an Agile issue or an organizational cultural issue?

Beyond that, I have also seen waterfall implementations fail because of a lack of psychological safety. My take is that when leaders and developers embrace Agile, that needs to come with an embrace of an entirely new level of transparency and trust. When a product team is working under the pressure of a date that was set too early in the process, or the team is being punished for unexpected setbacks, leadership can lose the trust required to make any project a success, Agile or otherwise. To put it another way, when devs don’t feel safe to speak their minds, they will not share critical information to ensure that a proactive solution can be found sooner than later.

Issue No. 2: Project Requirements Are Accurately Based On The Real-World Problem

I think a poor requirements definition will impact a software development project no matter which development process is adopted. But again, Agile has mechanisms to handle requirements collection and refinements really well. First of all, a major component of well-implemented Agile is the creation of “epics” and “stories” (which are proxies for requirements). While previous methods stressed the role of a product manager owning a unitary requirements document, Agile is a more collaborative affair, where team leads and architects are involved early as the requirements are documented and prioritized.

Beyond the team, another key aspect of Agile is letting customers and business partners into the process by hosting product demos early and often to gather feedback. This is absolutely essential to make sure the requirements are correct. It helps the development team understand not only the requirements but also the various nuances of how the problem should be solved. If the development team is taking the word of only the product managers and not interfacing directly with the outside stakeholders, the chances of failure are much higher. Again, transparency and communication are the keys to success.

That said, I think that I can understand why this perception exists with Agile, because I have seen it myself. In fact, bad requirements gathering was a critical reason that I, too, was anti-Agile for a while. My experience is that when teams aren’t well trained in Agile, they tend to focus too much on the rapid development aspects. Another part of the challenge is that Agile is often sold as being “faster,” which it can be in the aggregate due to reduction of rework. But my sense is that Agile is really about being “more nimble.” This misunderstanding creates the requirements challenge. That’s because the best way to go faster is to operate a vacuum. However, the best way to be more nimble is to listen and iterate.

Issue No. 3: Not Having To Work On More Than One Project At A Time

I was surprised to see this particular result. When I have worked with Agile experts and coaches, they often note that pooled or shared resources are harder to manage in Agile, and that the developers themselves should shoulder more testing and DevOps responsibilities. The idea is for the Agile team to be small and athletic. This is why Agile can fail in larger organizations that operate in functional silos. So, in this case I would have expected Agile to perform worse—but it didn’t.

However, the book notes that there seems to be a point of diminishing returns. Dealing with two projects at a time is good, but having more than four to juggle seems to have a negative impact. This result also suggests that maybe it’s not so much about having multiple projects versus people being assigned multiple full-time workloads, leading to burnout and mistakes.

Again, Agile has mechanisms for capacity management, and a good scrum master will be able to manage team capacity against burn-down statistics to ensure good balancing—which is not always the case with other development methods. So, upon further reflection, this one may hold up.

My Conclusion: I Just Don’t Think It’s Agile’s Fault

I am very agreeable to the argument that Agile is hard to deploy in many environments and may not be the best answer in every case. In this connection, it’s probably worth noting that I have been beaten up by multiple executives when I have suggested that Agile is the wrong way for their group to operate under a specific set of circumstances. In my experience, these are usually the same executives who want to see work done faster, but have no willingness to invest in the change management—and the candid feedback, including feedback on their own decisions—that’s necessary to make Agile a success.

In short, if you want to improve how you make products or apps, you need to consider every aspect of the organization and what you are trying to achieve before you decide which method to use.

So, What Did I Think Of The Book?

Like I said earlier, while the survey is a clever marketing mechanism, Impact Engineering ended up being less of a new approach and more an indictment of Agile gone wrong. That is unfortunate, since another unique thing about the book is that it uses a fictional storyline about a project to communicate its points. This would have been a very engaging way for the author to couch doing Agile correctly for a non-technical audience—versus making an argument against Agile.

Another miss in the book is that after the happy ending to the story, there is a very thin conclusion that has a very basic call to action. It would have been a lot more impactful to have a couple of chapters after the storyline with tips and tools on how to make Agile projects better. Since the book did not have that, I’ll close with my best three tips to make Agile work.

Getting The Most Out Of Agile

First, there are many variants of the Agile method and not all of them will be the best fit for you and your team. It’s even hard to say that one variant is better for this technology or that one. What determines the best fit is actually the nexus of the team’s workstyle and the technology. I know of an instance where a team started with the Scrum methodology and was failing. They very appropriately took a step back and switched to Kanban; with a bit of effort, the team turned things around.

Second, get help—and not just from consultants. Consultants can advise you in the moment, but your team probably needs some permanent help. My suggestion is to hire an experienced scrum master as soon as possible. That person will be able to set up and manage the right processes and act as an arbiter in times of misalignment. Someone with experience will be able to expertly balance the team’s capacity versus the work to be done, and that will help in the long run with team morale and burnout.

Third, there are no shortcuts. You have to crisply define the roles that people are responsible for carrying out. You need to expect that in the beginning things will slow down and maybe go badly before you get more nimble. And, most importantly, remember that Agile is not just for the team; it’s for the organization. Command and control leadership from the C-suite is the biggest threat to an Agile effort. I would highly recommend training at all levels and coaching for any executive who touches the product. For that, I suggest anything in the Pragmatic Engineering ecosystem.

All in all, I found Impact Engineering and the related survey to be thought-provoking, but I was hardly convinced by its attempt to indict Agile as a methodology.

NOTE: Special thanks to Ryan Daws for publishing the article that inspired this piece.

Moor Insights & Strategy provides or has provided paid services to technology companies, like all tech industry research and analyst firms. These services include research, analysis, advising, consulting, benchmarking, acquisition matchmaking and video and speaking sponsorships. Moor Insights & Strategy does not have paid business relationships with any company mentioned in this article.

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Serrador edits essays collecting latest research in ‘Mastering Project Leadership’

Pedro Serrador, a lecturer in the College of Professional Studies at Northeastern University, has edited “a collection of essays from key researchers in the field of project management who describe what they feel are the most impactful findings from research,” according to the publisher’s webpage. “Mastering Project Leadership: Insights from the Research” collects experts on topics as wide ranging as local stakeholder interactions with project managers to error, bias and how to leverage deadlines effectively.

A decision-making guide to ‘Sustainability in Business’

For a volatile world, a practical guide to ‘business resilience’, ‘ai fairness in action: a human-computer perspective on ai fairness in organizations and society’, ‘hospice satisfaction among patients, family and caregivers: a systematic review of the literature’, ‘renova toilet paper: avant-garde marketing in a commoditized category’, ‘central banks should be fighting the climate crisis – here’s why’, ‘climate loss-and-damage funding: how to get money to where it’s needed fast’, ‘why the fed should treat climate change’s $150b economic toll like other national crises’, to fight climate change and promote climate justice, call on the banks.

UF business students lead research projects as 2024-2025 University Scholars

Students will explore topics like influencer marketing, AI ethics, global financial challenges and beyond.

Growing up with social media, Asher Lowe has seen the rise of influencers across social media platforms. With the   influencer marketing industry set to be worth $22 billion by 2025 , brands are keen to understand how they can use influencers to grow sales.

Lowe’s interest in social media and marketing also draws him to understand the value of influencers. As a University Scholar, Lowe will have the opportunity to dive into the subject.

“I’ve always been interested in why people trust influencers’ opinions more than those of ordinary individuals, so my research will explore how influencers address the product,” he explained. “Being selected for the University Scholars program is an incredible honor, and it feels validating to have my hard work recognized. I feel motivated and eager to make the most of this incredible opportunity.”

Lowe is one of 11 University of Florida Warrington College of Business students selected for the 2024-2025 cohort of University Scholars. Presented by the Center for Undergraduate Research, the University Scholars program supports aspiring academics to pursue a research project of their own ideation with the guidance of a faculty mentor.

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GPT based autonomous agent that does online comprehensive research on any given topic

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GPT Researcher is an autonomous agent designed for comprehensive online research on a variety of tasks.

The agent can produce detailed, factual and unbiased research reports, with customization options for focusing on relevant resources and outlines. Inspired by the recent Plan-and-Solve and RAG papers, GPT Researcher addresses issues of misinformation, speed, determinism and reliability, offering a more stable performance and increased speed through parallelized agent work, as opposed to synchronous operations.

Our mission is to empower individuals and organizations with accurate, unbiased, and factual information by leveraging the power of AI.

Why GPT Researcher?

• To form objective conclusions for manual research tasks can take time, sometimes weeks to find the right resources and information.
• Current LLMs are trained on past and outdated information, with heavy risks of hallucinations, making them almost irrelevant for research tasks.
• Current LLMs are limited to short token outputs which are not sufficient for long detailed research reports (2k+ words).
• Services that enable web search (such as ChatGPT + Web Plugin), only consider limited sources and content that in some cases result in misinformation and shallow results.
• Using only a selection of web sources can create bias in determining the right conclusions for research tasks.

Architecture

The main idea is to run "planner" and "execution" agents, whereas the planner generates questions to research, and the execution agents seek the most related information based on each generated research question. Finally, the planner filters and aggregates all related information and creates a research report. The agents leverage both gpt-4o-mini and gpt-4o (128K context) to complete a research task. We optimize for costs using each only when necessary. The average research task takes around 3 minutes to complete, and costs ~$0.005.

More specifically:

• Create a domain specific agent based on research query or task.
• Generate a set of research questions that together form an objective opinion on any given task.
• For each research question, trigger a crawler agent that scrapes online resources for information relevant to the given task.
• For each scraped resources, summarize based on relevant information and keep track of its sources.
• Finally, filter and aggregate all summarized sources and generate a final research report.
• How it Works
• How to Install
• 📝 Generate research, outlines, resources and lessons reports with local documents and web sources
• 📜 Can generate long and detailed research reports (over 2K words)
• 🌐 Aggregates over 20 web sources per research to form objective and factual conclusions
• 🖥️ Includes an easy-to-use web interface (HTML/CSS/JS)
• 🔍 Scrapes web sources with javascript support
• 📂 Keeps track and context of visited and used web sources
• 📄 Export research reports to PDF, Word and more...

📖 Documentation

Please see here for full documentation on:

• Getting started (installation, setting up the environment, simple examples)
• Customization and configuration
• How-To examples (demos, integrations, docker support)
• Reference (full API docs)

⚙️ Getting Started

Installation.

Step 0 - Install Python 3.11 or later. See here for a step-by-step guide.

Step 1 - Download the project and navigate to its directory

Step 3 - Set up API keys using two methods: exporting them directly or storing them in a .env file.

For Linux/Windows temporary setup, use the export method:

For a more permanent setup, create a .env file in the current gpt-researcher directory and input the env vars (without export ).

• The default LLM is GPT , but you can use other LLMs such as claude , ollama3 , gemini , mistral and more. To learn how to change the LLM provider, see the LLMs documentation page. Please note: this project is optimized for OpenAI GPT models.
• The default retriever is Tavily , but you can refer to other retrievers such as duckduckgo , google , bing , serper , searx , arxiv , exa and more. To learn how to change the search provider, see the retrievers documentation page.

Step 1 - Install dependencies

Step 2 - Run the agent with FastAPI

Step 3 - Go to http://localhost:8000 on any browser and enjoy researching!

To learn how to get started with Docker , Poetry or a virtual environment check out the documentation page.

Run as PIP package

For more examples and configurations, please refer to the PIP documentation page.

📄 Research on Local Documents

You can instruct the GPT Researcher to run research tasks based on your local documents. Currently supported file formats are: PDF, plain text, CSV, Excel, Markdown, PowerPoint, and Word documents.

Step 1: Add the env variable DOC_PATH pointing to the folder where your documents are located.

• If you're running the frontend app on localhost:8000, simply select "My Documents" from the the "Report Source" Dropdown Options.
• If you're running GPT Researcher with the PIP package , pass the report_source argument as "documents" when you instantiate the GPTResearcher class code sample here .

One-Click Deployment

👪 Multi-Agent Assistant

As AI evolves from prompt engineering and RAG to multi-agent systems, we're excited to introduce our new multi-agent assistant built with LangGraph .

By using LangGraph, the research process can be significantly improved in depth and quality by leveraging multiple agents with specialized skills. Inspired by the recent STORM paper, this project showcases how a team of AI agents can work together to conduct research on a given topic, from planning to publication.

An average run generates a 5-6 page research report in multiple formats such as PDF, Docx and Markdown.

Check it out here or head over to our documentation for more information.

🚀 Contributing

We highly welcome contributions! Please check out contributing if you're interested.

✉️ Support / Contact us

• Community Discord
• Author Email: [email protected]

🛡 Disclaimer

This project, GPT Researcher, is an experimental application and is provided "as-is" without any warranty, express or implied. We are sharing codes for academic purposes under the MIT license. Nothing herein is academic advice, and NOT a recommendation to use in academic or research papers.

Our view on unbiased research claims:

• The main goal of GPT Researcher is to reduce incorrect and biased facts. How? We assume that the more sites we scrape the less chances of incorrect data. By scraping over 20 sites per research, and choosing the most frequent information, the chances that they are all wrong is extremely low.
• We do not aim to eliminate biases; we aim to reduce it as much as possible. We are here as a community to figure out the most effective human/llm interactions.
• In research, people also tend towards biases as most have already opinions on the topics they research about. This tool scrapes many opinions and will evenly explain diverse views that a biased person would never have read.

Please note that the use of the GPT-4 language model can be expensive due to its token usage. By utilizing this project, you acknowledge that you are responsible for monitoring and managing your own token usage and the associated costs. It is highly recommended to check your OpenAI API usage regularly and set up any necessary limits or alerts to prevent unexpected charges.

Code of conduct

Releases 28, contributors 59.

• Python 63.1%
• TypeScript 20.3%
• JavaScript 9.8%
• Dockerfile 0.4%

• Business & Technology

FortiGuard Labs Threat Research

• Industry Trends
• Customer Stories
• PSIRT Blogs
• CISO Collective

Exploiting CVE-2024-21412: A Stealer Campaign Unleashed

Affected Platforms: Microsoft Windows Impacted Users: Microsoft Windows Impact: The stolen information can be used for future attack Severity Level: High

CVE-2024-21412 is a security bypass vulnerability in Microsoft Windows SmartScreen that arises from an error in handling maliciously crafted files. A remote attacker can exploit this flaw to bypass the SmartScreen security warning dialog and deliver malicious files. Over the past year, several attackers, including Water Hydra, Lumma Stealer, and Meduza Stealer, have exploited this vulnerability.

FortiGuard Labs has observed a stealer campaign spreading multiple files that exploit CVE-2024-21412 to download malicious executable files. Initially, attackers lure victims into clicking a crafted link to a URL file designed to download an LNK file. The LNK file then downloads an executable file containing an HTA script. Once executed, the script decodes and decrypts PowerShell code to retrieve the final URLs, decoy PDF files, and a malicious shell code injector. These files aim to inject the final stealer into legitimate processes, initiating malicious activities and sending the stolen data back to a C2 server.

The threat actors have designed different injectors to evade detection and use various PDF files to target specific regions, including North America, Spain, and Thailand. This article elaborates on how these files are constructed and how the injector works.

Initial Access

To start, the attacker constructs a malicious link to a remote server to search for a URL file with the following content: 

The target LNK file employs the “forfiles” command to invoke PowerShell, then executes “mshta” to fetch an execution file from the remote server “hxxps://21centuryart.com.” 

During our investigation, we collected several LNK files that all download similar executables containing an HTA script embedded within the overlay. This HTA script has set WINDOWSTATE=”minimize” and SHOWTASKBAR=”no.” It plays a crucial role in the infection chain by executing additional malicious code and seamlessly facilitating the next stages of the attack.

After decoding and decrypting the script, a PowerShell code downloads two files to the “%AppData%” folder. The first is a decoy PDF, a clean file that extracts the victim’s attention from malicious activity, and the other is an execution file that injects shell code for the next stage.

Shell Code Injector

In this attack chain, we identified two types of injectors. The first leverages an image file to obtain a shell code. As of mid-July, it had low detection rates on VirusTotal.

After anti-debugging checking, it starts downloading a JPG file from the Imghippo website, “hxxps://i.imghippo[.]com/files/0hVAM1719847927[.]png.” It then uses the Windows API “GdipBitmapGetPixel” to access the pixels and decode the bytes to get the shell code.

It then calls “dword ptr ss:[ebp-F4]” to the entry point of the shell code. The shell code first obtains all the APIs from a CRC32 hash, creates a folder, and drops files in “%TEMP%.” We can tell that these dropped files are HijackLoader based on the typical bytes “\x49\x44\x 41\x54\xC6\xA5\x79\xEA” found in the encrypted data.

The other injector is more straightforward. It decrypts its code from the data section and uses a series of Windows API functions—NtCreateSection, NtMapViewOfSection, NtUnmapViewOfSection, NtMapViewOfSection again, and NtProtectVirtualMemory—to perform shell code injection.

Final Stealers

This attack uses Meduza Stealer version 2.9 and the panel found at hxxp://5[.]42[.]107[.]78/auth/login.

We also identified an ACR stealer loaded from HijackLoader. This ACR stealer hides its C2 with a dead drop resolver (DDR) technique on the Steam community website, hxxps://steamcommunity[.]com/profiles/76561199679420718. 

We also found the C2 for other ACR Stealers on Steam by searching for the specific string, “t6t”. 

After retrieving the C2 hostname, the ACR stealer appends specific strings to construct a complete URL, “hxxps://pcvcf[.]xyz/ujs/a4347708-adfb-411c-8f57-c2c166fcbe1d”. This URL then fetches the encoded configuration from the remote server. The configuration data typically contains crucial information, such as target specifics and operational parameters for the stealer. By decoding the C2 from Steam, the stealer can adapt legitimate web services to maintain communications with its C2 server.

Except for local text files in paths “Documents” and “Recent, “ ACR Stealer has the following target applications:

• Browser: Google Chrome, Google Chrome SxS, Google Chrome Beta, Google Chrome Dev, Google Chrome Unstable, Google Chrome Canary, Epic Privacy Browser, Vivaldi, 360Browser Browser, CocCoc Browser, K-Melon, Orbitum, Torch, CentBrowser, Chromium, Chedot, Kometa, Uran, liebao, QIP Surf, Nichrome, Chromodo, Coowon, CatalinaGroup Citrio, uCozMedia Uran, Elements Browser, MapleStudio ChromePlus, Maxthon3, Amigo, Brave-Browser, Microsoft Edge, Opera Stable, Opera GX Stable, Opera Neon, Mozilla Firefox, BlackHawk, and TorBro.
• CryptoWallet: Bitcoin, Binance, Electrum, Electrum-LTC, Ethereum, Exodus, Anoncoin, BBQCoin, devcoin, digitalcoin, Florincoin, Franko, Freicoin, GoldCoin (GLD), GInfinitecoin, IOCoin, Ixcoin, Litecoin, Megacoin, Mincoin, Namecoin, Primecoin, Terracoin, YACoin, Dogecoin, ElectronCash, MultiDoge, com.liberty.jaxx, atomic, Daedalus Mainnet, Coinomi, Ledger Live, Authy Desktop, Armory, DashCore, Zcash, Guarda, WalletWasabi, and Monero.
• Messenger: Telegram, Pidgin, Signal, Tox, Psi, Psi+, and WhatsApp.
• FTP Client: FileZilla, GoFTP, UltraFXP, NetDrive, FTP Now, DeluxeFTP, FTPGetter, Steed, Estsoft ALFTP, BitKinex, Notepad++ plugins NppFTP, FTPBox, INSoftware NovaFTP, and BlazeFtp.
• Email Clients: Mailbird, eM Client, The Bat!, PMAIL, Opera Mail, yMail2, TrulyMail, Pocomail, and Thunderbird.
• VPN Service: NordVPN and AzireVPN.
• Password Manager: Bitwarden, NordPass, 1Password, and RoboForm.
• Other: AnyDesk, MySQL Workbench, GHISLER, Sticky Notes, Notezilla , To-Do DeskList, snowflake-ssh, and GmailNotifierPro.
• The following Chrome Extensions:

This campaign primarily targets CVE-2024-21412 to spread LNK files for downloading execution files that embed HTA script code within their overlays. The HTA script runs silently, avoiding any pop-up windows, and clandestinely downloads two files: a decoy PDF and an execution file designed to inject shell code, setting the stage for the final stealers.

To mitigate such threats, organizations must educate their users about the dangers of downloading and running files from unverified sources. Continuous innovation by threat actors necessitates a robust and proactive cybersecurity strategy to protect against sophisticated attack vectors. Proactive measures, user awareness, and stringent security protocols are vital components in safeguarding an organization's digital assets.

Fortinet Protections

The malware described in this report is detected and blocked by FortiGuard Antivirus:

LNK/Agent.OQ!tr LNK/Agent.BNE!tr LNK/Agent.ACX!tr W32/Agent.DAT!tr W64/Agent.EDE6!tr W32/Agent.AAN!tr W64/Agent.A8D2!tr

FortiGate, FortiMail, FortiClient, and FortiEDR support the FortiGuard AntiVirus service. The FortiGuard AntiVirus engine is part of each of these solutions. As a result, customers who have these products with up-to-date protections are protected.

The FortiGuard Web Filtering Service blocks the C2 servers and downloads URLs.

FortiGuard Labs provides IPS signature against attacks exploiting CVE-2024-21412:

MS.Windows.SmartScreen.CVE-2024-21412.Security.Feature.Bypass

We also suggest that organizations go through Fortinet’s free NSE training module: NSE 1 – Information Security Awareness. This module is designed to help end users learn how to identify and protect themselves from phishing attacks.

FortiGuard IP Reputation and Anti-Botnet Security Service proactively block these attacks by aggregating malicious source IP data from the Fortinet distributed network of threat sensors, CERTs, MITRE, cooperative competitors, and other global sources that collaborate to provide up-to-date threat intelligence about hostile sources.

If you believe this or any other cybersecurity threat has impacted your organization, please contact our Global FortiGuard Incident Response Team.

IP Addresses

62[.]133[.]61[.]26

62[.]133[.]61[.]43

5[.]42[.]107[.]78

21centuryart[.]com

scratchedcards[.]com

proffyrobharborye[.]xyz

answerrsdo[.]shop

pcvcf[.]xyz

pcvvf[.]xyz

pdddk[.]xyz

pdddj[.]xyz

pddbj[.]xyz

pbpbj[.]xyz

pbdbj[.]xyz

ptdrf[.]xyz

pqdrf[.]xyz

e15b200048fdddaedb24a84e99d6d7b950be020692c02b46902bf5af8fb50949

547b6e08b0142b4f8d024bac78eb1ff399198a8d8505ce365b352e181fc4a544

bd823f525c128149d70f633e524a06a0c5dc1ca14dd56ca7d2a8404e5a573078

982338768465b79cc8acd873a1be2793fccbaa4f28933bcdf56b1d8aa6919b47

bc6933a8fc324b907e6cf3ded3f76adc27a6ad2445b4f5db1723ac3ec86ed10d

59d2c2ca389ab1ba1fefa4a06b14ae18a8f5b70644158d5ec4fb7a7eac4c0a08

8568226767ac2748eccc7b9832fac33e8aa6bfdc03eafa6a34fb5d81e5992497

4043aa37b5ba577dd99f6ca35c644246094f4f579415652895e6750fb9823bd9

0604e7f0b4f7790053991c33359ad427c9bf74c62bec3e2d16984956d0fb9c19

8c6d355a987bb09307e0af6ac8c3373c1c4cbfbceeeb1159a96a75f19230ede6

de6960d51247844587a21cc0685276f966747e324eb444e6e975b0791556f34f

6c779e427b8d861896eacdeb812f9f388ebd43f587c84a243c7dab9ef65d151c

08c75c6a9582d49ea3fe780509b6f0c9371cfcd0be130bc561fae658b055a671

abc54ff9f6823359071d755b151233c08bc2ed1996148ac61cfb99c7e8392bfe

643dde3f461907a94f145b3cd8fe37dbad63aec85a4e5ed759fe843b9214a8d2

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Property Tax Assessment and Housing Market Cycles

Today’s population health challenges are complex. Addressing these challenges and building environments that value and promote health for everyone requires expertise from multiple scientific disciplines and public and private partners.

Guided by the principles of scientific rigor, equity, justice, community engagement, and multidisciplinary and multi-institution collaboration, the Lerner Center’s mission is to improve population and community health through research, education, outreach and health promotion programming focused on the social, spatial and structural determinants of physical, mental and behavioral health and health disparities.

With faculty affiliates from public health, sociology, psychology, economics, medicine and public administration, the Lerner Center’s approach to research is both multidisciplinary and interdisciplinary.

Established in 2011 with an endowment from Sid and Helaine Lerner, the center fulfills its mission through the interrelated pillars of research, education, advocacy and action.

Center for Policy Research

Property Tax Web Series

Christopher Berry and Qining Wang

The resilience of property tax revenue with respect to economic fluctuations is often seen as a virtue from the perspective of local policymakers seeking to maintain predictable services and employment. We consider the sources of property tax stability and conclude that it derives primarily from a failure to fully adjust assessed values as market values change within a jurisdiction. We consider the implications of sluggish reassessment for homeowners and explain that it can either enhance or reduce vertical inequity in property taxation, depending on whether the jurisdiction is experiencing housing price convergence or divergence. We find that housing price convergence is more common for US counties, but that housing price divergence was prevalent during the Great Recession. During that period, we show that sluggish reassessment likely exacerbated property tax inequity for areas suffering the greatest impacts of the foreclosure crisis.

This paper was presented by Christopher Berry (University of Chicago) on March 1, 2024 as part of the 2023-2024 Syracuse-Chicago Webinar Series on Property Tax Administration and Design. Lei Ding (Federal Reserve Bank of Philadelphia) was the discussant for this presentation.

This Syracuse-Chicago Webinar Series on Property Tax Administration and Design aims to gather insight and scholarship through domestic and international comparative studies with common threads to help reform and improve property tax administration and design in the U.S. and other countries facing similar problems.

For questions about the webinars, please contact Zia Jackson . For questions about this paper, please contact the author or authors.

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