I came across this definition of marketing as I was preparing a lecture for the first day of class for the spring semester at Harrington College of Design. "The action or business of promoting and selling products or services, including market research and advertising." While we know marketing encompasses so much more than promoting and advertising, I appreciate that by its very definition, marketing contains research. Let's look at some of the ways research might factor in for you.
Are you going to start a business? Better do your research to find out the best location for gaining market share and visibility and for reaching an audience that will actually purchase your product or service.
Need branding? Better do your research to find out what words and colors resonate with your target market and make sense for your industry. Creating your tag line, mission statement or other marketing messages? Better research your target market's values so you know how to communicate with them.
Setting up a website? Better do your research to find out how consumers navigate websites, and what they expect to see when they land on your site so you can meet their expectations. Planning an advertising campaign? Better research the medium of choice to make sure it reaches your desired target market as well as research: cost, deadlines, and average return on investment that particular medium yields.
Sound decision making in marketing starts with research. Qualitative and quantitative research methods can be used to identify problems and/or solve problems. I’ll close with the one thing every client loves to hear; doing research reduces risk and increases your potential for success.
Below is a list of the types of research that can and should be conducted on behalf of your brand.
Industry Research
Product Research/Concept Testing
Surveys
In-depth Interviews
Focus Groups
Branding Research
Brand Name Testing
Brand Equity
Brand Association
Competitive Research
Target Market Research
Business to Business
Business to Consumer
Demographics
Psychographics
Consumer Satisfaction
Eye Tracking Patterns
SWOT Analysis
Advertising Research
Ad Tracking