The importance of research to marketing

The importance of research to marketing
Anastasios Vasileiadis
by Anastasios Vasileiadis

Companies now operate in a world of myriad marketing opportunities. From traditional media outlets like radio and TV to direct mail and social networks, there are a host of ways to reach out to consumers. However, in order to achieve the best results, businesses must have clear promotional strategies in mind, and engaging in effective research should play a major role in this. Here are just some of the ways in which thorough research can enhance marketing campaigns.

Targeting the right people

The best promotional strategies are highly targeted. By profiling the types of people who may buy their products, companies can ensure they are better placed to appeal to them. Building a picture of their target customers according to variables such as age, gender, location and occupation can enable firms to identify what their customers value, who influences their purchasing decisions, which websites they visit and more. All of this information can then be put together to enable businesses to create tailored advertising campaigns that speak directly to their target audience and that offer maximum return on investment.

Honing products

Of course, no amount of marketing will help companies if the products they are promoting aren’t right in the first place. This is another reason why thorough research is so important. By engaging with potential customers and testing goods out on them, companies can hone their offerings and make sure they hit the mark. Sensory profiling is a good example. This process involves using trained panelists to assess goods against a series of key parameters and it can help businesses to ensure their products meet the relevant quality standards. Firms can also benefit from getting feedback on their products and packaging from their target audience. Meanwhile, focus group studies are often useful too. These sessions provide companies with an in-depth insight into the minds of consumers, making it easier for them to tailor their offerings and marketing messages.

Saving money

Engaging in systematic research does take time, effort and money, but as long it’s done well, it should prove to be a good investment and it can save companies money over the long term. After all, it can prevent firms from making potentially costly mistakes during the product development process and it helps them to speak more directly to their target audience when they are promoting their goods. So, when you’re planning your marketing campaigns, bear in mind that it pays off to factor in plenty of research.