Why companies should perform market research and how they can use it to improve their business

By  Maham Qasim

December 10, 2021 8:33 pm EST

Market research is a term that is used to refer to the collection of data about customers, competitors and the industry as a whole. It can be obtained from opinion polls, direct responses from surveys, focus groups, and analyzing information from websites, etc.

The purpose of market research varies greatly, but it can generally be defined as gaining knowledge about the market conditions and customers. The information obtained from it enables companies to identify and analyse their strengths and weaknesses and those of their competitors. Therefore, market research is an important tool that businesses should use to help them make informed decisions, which will ultimately lead to a more successful firm.

Market research:

There are many areas in which market research is used, some examples being:

Market segmentation:

This is a process in which sets of customers who have very similar needs and expectations are identified to fulfil their requirements more efficiently. It has been said that this technique makes it cheaper to sell goods and services to each group of people because it enables companies to direct their marketing activities more effectively.

Market segmentation is essential in understanding the market and how customers can be grouped for commercial purposes. It also provides businesses with an insight into the size of each group which will help them decide if it is economically viable to supply certain products to all customer groups.

Market research helps to identify opportunities for differentiation:

Competitors can be differentiated by their target market, pricing strategies, distribution methods or promotional activities. The information gained from market research enables companies to decide which areas they will choose to differentiate themselves to increase their chances of gaining a competitive advantage over others in the industry.

Market research is useful for assessing the attractiveness of a market:

The information obtained from market research enables companies to determine if the particular sector they are operating in is growing, stable or decreasing. This will enable firms to make an informed decision about whether they should continue to invest money in it or not.

It is used to identify customer needs and buying patterns:

Companies can sometimes be unsure whether their customers are satisfied with the service they offer or if there is anything they can improve upon. Market research will enable them to determine this by identifying customer needs to make changes. It also enables businesses to understand why customers behave in a certain way to influence their buying patterns.

Market research enables companies to identify potential new markets:

By conducting research, businesses can find out whether there are any potential new target groups that they can expand into. This is particularly important if the business has reached capacity in the current market and cannot meet customer demand.

Market research is vital in helping companies identify the opportunities available if they enter new markets. It enables them to build up a profile of the target group and assess their likely response to certain products before deciding whether it would be worth entering this market.

Other uses:

The information gained from market research can be used for other purposes such as:

Aiding strategic and tactical business decisions:

The information that can be obtained from market research enables companies to identify areas of potential improvement. It will provide them with the knowledge they need to make informed decisions about whether they should enter new markets, diversify their product range or develop a new marketing strategy.

The correct It helps with the development of new products:

Market research is useful in determining customer needs and expectations, which can be used when developing new products. The information gained from conducting this type of research can help companies design products that better satisfy customers’ requirements. This will increase the likelihood of the product being a success and more customers purchasing it.


Market research is an essential tool for companies to use when planning and to execute their business strategies. It enables them to build up a detailed and accurate picture of the market and make informed decisions about tackling this competitive environment. Without it, businesses would find it difficult to remain profitable because they would lack vital information to determine whether they were to achieve success or fail.

Maham Qasim

Maham is a copywriter and content creator who's always been drawn to the idea that there's more than one way of getting things done. Her writing career can be thought of as just another side hustle for her; when she isn't crafting content or reading Oscar Wilde, Maham often strategizes about how best to reach out with an engaging voice in this ever changing marketplace!

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