Every business employs practical methods for conducting market research. How can you overcome your market research challenges and surpass your competitors?
What is Market Research?
Market research is a process initiated to record potential customers’ opinions about the product or service offered by the organization. Market research helps find all the questions and answers about a new product or service on the market. Gathering and analyzing their input helps business entities understand potential prospects and their views toward the product or service.
In market research, the analysis can be done by an in-house team or by a specialized firm from the outside. Through the study, we consider the market overview, the current and future market trends, and the segmentation of products and services by type, demographics, application, and region. It also covers the opportunities and constraints, which helps analyze the market growth and plan strategies accordingly.
Evolvement of Market Research
The market research industry has seen quite a growth since it started. Let’s have a quick look.
PAPI: Pen and paper interviewing is the traditional method where the respondent is given a printout and pen to fill in the answers. Here, a good understanding between the interviewer and respondent brings fruitful results.
CATI/CAWI: In computer-assisted telephone interviewing, the survey is taken on a call where the respondent answers the questions as asked by the interviewer. Computer-assisted web interviewing is consistent with online surveys, forms, product ranking, etc.
WATI: Web-assisted telephone interviewing is an advancement to CATI and CAWI combined. It involves taking a telephone interview with a questionnaire on the web conducted by the interviewer. This ensures the respondent’s responses to all the questions.
Primary Research vs. Secondary Research:
Primary research consists of data collected directly from the target audience. It involves tele-calling, online surveys, polls, and receiving feedback. This research aids in gathering authentic first-hand information with all the necessary responses from a target audience.
On the other hand, secondary research contains a broader spectrum. It involves segregation of information on potential customers and discovering their reactions to a new product or service. It also segments the market and analyzes it so that the results help the market user create market strategies for their market growth.
Benefits of Market Research
The Market Research consists of a vast number of benefits; find them listed below:
- Market research consists of feedback on a product along with customers’ reactions to them. Thus, this gives end users an idea of their likes and dislikes of your potential customer reach.
- If end users are planning to launch a new product or service in the market, the market research with its analysis can help understand the risks.
- The feedback from the potential audience can also help you identify if your product is different from the customer’s needs and enables you to modify it as per customer requirements.
- With competitor analysis, you can understand your market value and make a perception to increase your reputation.
- It helps you understand the previous and current trends, which can help end users plan trends that have a high chance of success.
- With SWOT analysis, end users get to know your areas of improvement and the best parts which you can use to your benefit.
Challenges in Market Research and a Way Forward
Market research is an essential aspect of the B2B industry. It helps organizations to identify potential customers, evaluate competitors, and make informed decisions about their products and services. However, market research is not without its challenges, and in this blog, we will discuss some of these challenges and potential solutions.
Challenge 1: Limited Access to Data
One of the biggest challenges in B2B market research is limited access to data. Unlike B2C research, where data can be easily obtained from sources like social media and online surveys, B2B research often requires access to proprietary data, which can be difficult to obtain. This is particularly true for industries that are highly regulated or where confidentiality is paramount.
Way 1: Partner with Industry Experts
One solution to limited data access is to partner with industry experts. These experts can provide insights and data that would be otherwise difficult to obtain. For example, a market research firm can partner with industry associations or trade organizations to gain access to proprietary data. Additionally, partnering with consultants who specialize in a particular industry can provide valuable insights into market trends and customer behavior.
Challenge 2: Difficulty in Targeting the Right Audience
Another challenge in B2B market research is targeting the right audience. Unlike B2C research, where the target audience is often defined by demographics, B2B research requires a more nuanced approach. B2B customers can be segmented by company size, industry, location, or other factors, making it challenging to identify the right audience.
Way 2: Use a Multi-Pronged Approach
To overcome this challenge, B2B market research should use a multi-pronged approach to target the right audience. This includes using a combination of survey methods, such as email surveys, phone interviews, and in-person meetings. Additionally, market research firms can use social media and online communities to connect with potential customers and gain insights into their needs and preferences.
Challenge 3: Difficulty in Measuring ROI
A major challenge in B2B market research is measuring the return on investment (ROI). Market research can be expensive, and it can be difficult to determine the impact of the research on the bottom line.
Way 3: Define Clear Objectives
To address this challenge, B2B market research should define clear objectives before conducting the research. This includes identifying the specific questions that need to be answered and the desired outcomes of the research. Additionally, market research firms should use metrics to measure the impact of the research on business performance, such as increased sales or customer satisfaction.
Challenge 4: Rapidly Changing Market Conditions
Finally, B2B market research faces the challenge of keeping up with rapidly changing markets. The pace of technological advancement and market disruption can make it difficult for market research firms to stay abreast of the latest trends and developments.
Way 4: Continuous Learning and Adaptation
To address this challenge, B2B market research firms must continuously learn and adapt to changing markets. This includes investing in research and development to stay abreast of emerging technologies and market trends. Additionally, market research firms should collaborate with industry experts and thought leaders to gain insights into the latest developments and emerging trends.
The blog covers the basics of market research and how it can benefit the business or end users looking to get an audience perspective on their product or service. B2B market research faces several challenges, including limited data access, difficulty in targeting the right audience, measuring ROI, and keeping up with rapidly changing markets.
However, by partnering with industry experts, using a multi-pronged approach to targeting the right audience, defining clear objectives, and continuously learning and adapting to changing markets, market research firms can overcome these challenges and provide valuable insights to their clients. Thus, if you find this adequate for strategizing your business growth, you can try it.
ABM will be essential for B2B companies, and it can engage the targeted audience to build deeper relationships and track ROI. You will succeed in today’s challenging business landscape by implementing Vereigen Media’s ABM solutions.