The Value Of Data

Once you have the results of your market research, it could allow your company to scale more quickly and mitigate risks along the way. New insights may reveal problematic pathways or negative perceptions of your company but could also reveal where there is white space and an opportunity for growth.

To optimize cost and maximize reach, you can and should utilize these results throughout the fiscal year and use them to help shape your business strategy.

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Council Post: Why CMOs Should Include Market Research In Their Strategies

forbes.com

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Now that market research teams can integrate artificial intelligence into their survey strategies by leveraging third-party technologies, results may now be more reliable and more transparent, which could make this option a preferable choice for C-suite executives. Survey results can also reveal details about your target audience, which can help you tailor your sales funnel and pipeline.

Surveys also reveal market perceptions and provide guidance on how companies should reposition, market or rebrand themselves.

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Market research is an important tool for assessing industry landscapes and gathering customer insights, which can ultimately allow you to make more informed decisions for your business.

New data shows that the global market research industry’s revenue surpassed $73 billion in 2019 (up from $46.09 billion in 2014), which suggests to me that the industry is booming and that more companies are aggressively investing in third-party research to understand their markets. 

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Before determining what research method is right for your business, it’s important to conduct frequent preliminary internal research to understand your market and its white space. This will provide a starting point and assist you when you’re outsourcing formal market research.

This research can also prepare your team for initial conversations with market research firms and allow you to communicate your expectations and needs.

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Market research is a longer-term investment. The ROI can pay dividends over time, but measuring prematurely could dampen expectations. Companies can use market research to inform business and marketing strategies and to maintain strong and loyal customer relationships over time. 

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What is market research?

You need to adapt your marketing strategy to complement the way today's consumers research, shop, & buy to sell your service. To do that, you must have a deep understanding of who your buyers are, your specific market, and what influences the purchase decisions and behavior of your target audience members.

Market research is the process of gathering information about your business's buyers personas, target audience, and customers to determine how viable and successful your product or service would be, and/or is, among these people.

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How to Do Market Research: A Guide and Template

blog.hubspot.com

What is Market Segmentation?

The basic definition of market segmentation is when your target audience is divided into smaller categories that share similar characteristics.

Here are a few reasons why this can benefit your brand:

  • Creating hyper-targeted ads
  • Building stronger relationships with customers
  • Differentiating your brand from competitors
  • Identifying marketing tactics that have more impact.

With market segmentation, you will gain greater insight into consumer behaviors.

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Market Segmentation Strategy: What Is It and Why Is It Important?

semrush.com

  • Employee groups are becoming heterogeneous. 
  • Standard blanket homogenous rewards and benefit offerings are no longer ideal for employees.
  • Employees have started to prefer organisations that offer a basket of reward options based on their individual preferences. 
  • This includes offerings that support their healthcare, lifestyle, wellbeing, learning priorities such as gym memberships, cafeteria options, skill addition opportunities etc.

 

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Rethinking total reward strategies

strategy-business.com

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