How to Do Market Research for Your Small Business

The benefits of conducting market research are numerous. 

Let’s look at a few of the key benefits I thought were most beneficial when I was getting started.

Market Research Strengthens Your Market Position

Market research gives you access to valuable data that can help you understand your target audience and position your business better.

You can use this information to create a competitive advantage and make sure you’re in the best possible position to succeed.

It also helps you identify potential opportunities for growth. 

For example, if you discover a specific feature or service your competitors don’t offer, you can use this to your advantage.

Market research can also help you pivot your product or service to serve your target audience better.

Let’s say you are in the dog food business and discover a need for organic dog food. You can create an offering to meet this demand and gain a competitive edge.

Moreover, if you discover that ONLY German Shepherd owners are looking for a specific type of organic dog food, you can make a niche offering that stands out.

Market Research Reduces Risk

As an entrepreneur, I know that risk is inevitable. But with market research, you can reduce the risks of launching a new product or service by understanding what your target customers want and need.

You’ll be able to make smarter decisions and create products or services more likely to succeed in the market. 

Market research allows you to test and refine your ideas before launching them, saving you time and money in the long run.

If you want to create a type of dog food that is unique and different, you can use market research to confirm that there’s a need in the market before investing in the product’s development and distribution.

Market Research Uncovers Business Threats

Market research can also help you identify potential threats to your business.

For example, you may uncover a competitor that has developed a similar product or service that could put your business at risk.

This knowledge can help you develop strategies to protect your business and maintain a competitive edge.

By understanding the competitive landscape, you’ll be better prepared to face any challenges that come your way.

Example: What if another dog food company creates a new product similar to yours but with a better price point? You can use market research to identify this threat and adjust your pricing or marketing strategy accordingly.

Market Research Helps Discover Your Competitor’s Strengths/Weaknesses

Market research can also provide valuable insights into competitors’ strengths and weaknesses.

Understanding these will help you develop strategies that give you an edge over your competition.

You can use this information to do the following:

• Create better products or services
• Target the right customers
• Adjust your pricing strategy
• Refine your marketing campaigns
• Most importantly, stay ahead of the competition.

The more you know about your competitors, the better prepared you’ll be to succeed in the business world.

Suppose you find out that one of your dog food competitors has a better distribution network. You can use this knowledge to ensure your product reaches customers faster than theirs.

While building my last business, we used to continuously spy on our competitor’s SEO metrics to stay ahead of their game and tweak our SEO strategies.

Market Research Helps Facilitate Strategic Planning

Strategic planning is an essential part of any successful business.

Market research will help you develop strategies based on data and insight rather than guesswork.

You’ll be able to make informed decisions and create plans tailored to your target audience’s needs, including marketing campaigns that are more likely to succeed.

By understanding the market, you’ll be better prepared to capitalize on opportunities and avoid potential pitfalls.

Market Research Shows Emerging Trends

It’s hard to know what’s coming next, but market research can help.

By watching these trends, you can stay ahead of your competitors and take advantage of new opportunities before anyone else does.

Example: You might discover a new dog owner trend, such as the desire for pescatarian dog food, is emerging. You can use this information to create a product line that meets this demand.

As I like to say, if you stay in the know, you stay competitive!

Market Research Shows You Customer Needs/Demands

Finally, market research lets you understand your customer’s needs and demands.

By understanding what your target customers want, you can create products and services that meet their needs and ensure they connect with your messaging.

You also get insight into the customer journey to create marketing campaigns that effectively reach the right people.

Conducting market research might help you discover that dog owners need convenience when feeding their dogs. You can create a product that meets this need, such as pre-portioned dog food containers or subscription boxes.

Or they need more nutritional information about dog food. You can then provide this information in your product packaging or website and use it to create targeted marketing campaigns that will appeal to dog owners.