Have you ever been involved with a market research study where, at the end, you felt like the results weren’t very good? Did you hear anything new? Were there concrete recommendations you could take to change your business for the better?
The first step in conducting impactful market research is to set-up the study appropriately, but another key step occurs later in the process – actionable recommendations from your market research partner and being prepared to make organizational changes based on those recommendations.
The results from some research questions yield clear and easy recommendations.
- “Which packaging options do my customers prefer?”
- “What saltiness level should my crackers have to appeal to the majority of customers?”
- “What price for my new product will get me the highest level of profits?”
Answers to other research questions are not as straight forward.
- “What group of customers is most satisfied with our current offering?”
- “What aspect of the experience needs to be improved at my fast food restaurant?”
- “What department of the grocery store is most important to my customers?”
Your market research partner should not only answer these questions directly, but also provide specific ideas on what to do to get better results.
If the answer to the first question is “Moms,” recommendations might include advertising in parenting social media groups and/or websites, or use trusted and popular mom bloggers to review products.
“Speed of Service” may be the answer to the second question. If so, key recommendations might include asking customers to pull up to a designated spot if waiting in the drive-thru, or making sure all food is prepped during busy periods of time.
For the third question, it’s highly likely that “Produce” is the answer. Recommendations would include having associates remove spoiled fruits and vegetables, keep sale items well-stocked and make sure a wide variety of produce is available.
At The Pert Group, we immerse ourselves in your business and customize solutions to meet your needs. We transform data into knowledge and knowledge into action to provide the insight you need to improve your business. So the insights make an impact. Let us know how we can help you!
