Market research can be defined as a collection of information and data that is analysed and used to provide critical insights for business. This can be used to address goals, resolve problems, test ideas, predict brand futures, and gain invaluable research into the decisions of their target market. Customer research can benefit your business in many ways, especially if you utilise one of the top market research companies like Vision One. In this article, we’ll dive into the key benefits of market research to help offer insights into how it can support your business.


Focus on customer needs 

For many businesses, understanding what their customers want can be a guessing game and costly without the proper facts to hand. However, detailed market research from a professional company can offer factual and reliable information regarding your customer’s preferences and behaviours.  

With these insights, you can tailor the products or services you offer to ensure you effectively create a customer-centric approach and improve your profitability. In addition, if you know how your brand is performing compared to your competitors through proper market research, you can use that to make any necessary changes to improve your brand and stand out from the competition.  

Connect with your audience and establish trends 

This will allow you to connect more effectively with your target audience, so you won’t have to waste unnecessary time on trial and error or rely on a one-size-fits-all approach. You can ensure your marketing strategy focuses on the proper channels to reach your audience and increase the likelihood of them converting into customers and long-term, returning customers.  

In addition, if your market research is ongoing, you will likely be able to identify any short or long-term trends over time. For example, you might notice an uplift in customers in certain months of the year, allowing you to stay ahead of the increase and maximise the potential for conversions. 

Find growth opportunities 

Market research could provide you with unexpected results and opportunities for growth. For example, you may discover that your business has unreached market segments for which your products or services could suit. The segment might include different ages, genders, or locations of individuals interested in your offering. Therefore, you may only need to adjust your marketing strategy to reach the new audience segment. Also, the research might unearth other opportunities for business partnerships and potential product improvements that will enhance your business potential. 

Identify and reduce risks 

Market research is an excellent opportunity to find and reduce potential risks with your products and services. For example, it can be used to understand whether what you’re offering truly has a place in the market and is what your target audience wants. By having this more in-depth information, you can mitigate any risks you would typically have taken when launching a product. This doesn’t just apply before you introduce a new product or service but also during the development stage. You can use market research to get initial customer thoughts and reactions so that if any risks or problems do arise, you have time to resolve them before launch.  

Make more informed decisions 

Speculating or being reliant on your gut instinct doesn’t always lead to the best business decisions. Market research offers more assurance and factual data that you can use as a guide to support your marketing campaigns. For example, the research can help you to: 

  • If the evidence suggests there is scope for a new campaign, choose a different consumer base to target. 
  • Determine which channels work best for your audience and ensure they’re included in your strategy. 
  • Find design elements that resonate with your audience to create a compelling and memorable brand persona. 
  • Decide whether to open a new retail location.  
  • Adapt your pricing to maintain margins and appeal to customers. 
  • Decide whether a particular product should be modified or discontinued. 

Gain invaluable business insights

The above are the main benefits of market research for businesses and are compelling reasons why it can help you become more successful. If you’re interested in pursuing market research for your business, the Vision One team can help.  

We’re an experienced market research agency that offers a wide range of innovative and effective strategies and research options, including B2B international market research and UK-based research. Contact us today to get started and answer any questions about our services.