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3 Steps to Market Research


What is market research?

Market research is an essential element in building your business. Although most business owners conduct market research every day, formal marketing research is more structured and provides a framework for your analysis. It is essential to understand the objectives of your marketing research. Here are some examples of different types of market research: primary, secondary, and competitive. In primary market research, you can ask your customers how satisfied they are with your products and services. In secondary market research, you can ask your customers about their shopping habits, what they are looking for, and paying.

Step 1: Define the problem

The first step in marketing research is to define the decision maker’s problem. For example, a marketing manager may want to know if there is a market for a new product or if a particular service is not as effective as it could be. Sometimes, a problem may meet all of these criteria, but it only falls short of another one. In this case, you will need to develop a research plan that identifies the pain points for the decision-maker.

Step 2: Translate the Problem

The second step is to translate the decision maker’s problem into a specific research question. For example, a marketing manager may want to know how much of a market their new product will attract. This problem may fit every criterion but only be a concise description depending on the situation. Once you know this, you can develop a response strategy and make changes accordingly. It’s essential to keep in mind that the primary goal of marketing research is to retain current customers.

Step 3: Conduct the Market Research

The fourth step in marketing research is to create a focus group. This type of study is a discussion that involves a small group of people. It can include a few hundred participants. The goal is to gather opinions about a product, brand, concept, or other aspects of the business. The purpose of this study is to discover what the customers want. This is where focus groups come in handy. While there are no strict rules for the format, it’s important to get the information you need to understand your target market’s needs.

Qualitative Research Methods

Qualitative Research Methods

Market Research Methods



If you’re looking for insights about your products or services, focus groups can be a great way to get them. They allow you to gather customer feedback in a more interactive setting than surveys or interviews. But if you want to make the most of this valuable research tool, there are a few things you need to keep in mind. In this blog post, we’ll give you tips on how to run a successful focus group from the experts themselves!


When conducting a focus group, it’s crucial to have an experienced moderator in leading discussions. They should be able to keep the conversation on track and make sure that all participants have a chance to share their thoughts. It’s also essential to have a well-defined topic for the group to discuss. This will help ensure that the discussion stays focused and get the information you’re looking for.

Market Research Participants

When selecting participants for your focus group, choosing a diverse group of people representing your target market is essential. You should also avoid selecting friends or family members, as they may not be impartial. Once you have your participants, it’s time to prepare for the discussion.

The moderator should begin by introducing themselves and explaining the focus group’s purpose. They should then ask the participants to introduce themselves and share any personal details they have about the topic. Once everyone is introduced, the moderator can begin asking questions.

Formulate Market Research Questions

It’s important to avoid leading or biased questions, as this will skew the focus group results. Instead, try to formulate questions to help you understand what the participants like and dislike. Once the discussion is complete, thank the participants for their time and input!

Market Research Studies

When it comes to conducting market research, small businesses have many options. Several methods are available, including Focus groups, Personal interviews, observation, and field trials. This article will discuss several of them. After reading this article, you’ll be better prepared to conduct your market research. Whether you want to increase sales or improve customer service, market research is essential. It can help you avoid making costly mistakes. Here are some tips.

Focus groups

Focus groups can be a valuable tool in marketing research. They are an excellent way to gather actionable ideas from customers. The participants should introduce themselves and share the industry they work in. It is best to avoid interviewing them. Instead, try to formulate questions that will help you understand what they like and dislike. Once the group is ready, you can begin the discussion. And as for the topic of the focus group, the participants should introduce themselves and share any personal details they have about the topic.

Before beginning a focus group, you should introduce yourself and the target market. Ask the participants what their interests are or what they think your industry is like. By learning about their interests, you can better understand your audience. After this, you can ask them to rank the proposed designs. Once the group is warm and comfortable, you can start the focus group. You should prepare five to ten questions that you can ask them.

When planning a focus group, choose participants who have transacted with your company or have demonstrated an interest in your product or service. People who have had experience with your product or service are more likely to be willing to participate. The questions should prompt in-depth answers. Make sure to ask questions relevant to your product or service, not just a sales pitch. For instance, if your product is aimed at the younger set, ask participants if they would be interested in using it for a more senior audience.

Personal interviews

If you’re a small business owner looking to conduct market research, one of the best ways to get the information you need is personal interviews. These conversations allow you to get a unique perspective on your business and potential customers. They can also help you create sales strategies for future target markets. To conduct these personal interviews, ask permission from your respondents beforehand and have someone else take notes. It would be best if you tried not to influence their responses or guide them.

The interview location can be anything from a home to a business. Make sure the location has cameras and one-way mirrors for observers. It should be easy to get to and have ample parking nearby. Participants should feel comfortable answering questions that may seem personal, and they should face one another. In addition, they should have limited distractions, such as books, television, or radios. Personal interviews are also helpful for conducting surveys.


There are several benefits to marketing observation for small businesses. First of all, this method is far cheaper than focus groups. This method allows the researcher to observe your ideal customer in their natural environment. However, it cannot get inside the heads of your customers, so it cannot replace customer interviews or surveys. Nevertheless, it can be extremely helpful in many ways. This article will briefly go over the main benefits of market observation.

In addition to providing quantitative data, observation in market research for small businesses gives you insight into consumer behaviour. In-store observation gives you an insight into demographics and what motivates people to make purchase decisions. You can also observe store features and the temperatures of your stores to gauge consumer preference. By observing your customers, you can determine how they react to new products and services. You can also gain valuable information about your competitors and see what other businesses are doing.

Field trials

A field trial is a research technique that involves trying a new product or service out on a smaller scale. Field research for small businesses can be done by using actual products, a prototype, or a mix of surveying, interviews, and ethnographies. Researchers may use video recorders or web streaming to record interviews, and they may even watch as participants use a product or service. Depending on your research goals, field trials can be quite helpful for gaining insights into your product.

If you want to use primary data for your research, you should first determine the target audience. You may want to target small businesses in your local area. The same goes for small businesses in other industries. It is often easier to market a service than a product, but you can still test your idea with a few customers.


To get the best responses from your survey, you should know the correct format for your questions. First, choose a question type. The type of question you use should be easy to understand. Then, choose a question type that offers the most significant insight into your research. Close-ended questions are the best option since they tend to draw the highest response rate. You should also avoid using jargon or complex language in your survey.

When creating a survey, use a tool designed for small business owners. You can use tools such as VocalViews, which has a Question Bank of certified questions carefully organised into goal-based information. This ensures that you use words that will elicit honest answers from your audience. You can also use social media to reach your audience. Surveys for small businesses are an excellent way to get the feedback you need.

If you require a market research agency to assist with your market research study, or if you would like simply find out what market research is, and how it could assist your company, Vocal Views is one of a few market research firms offering a complimentary consultation, contact us here.