Market research: are you asking the right questions?
01 Nov 09 - Marketing
Market research is an essential element of marketing planning – but when testing campaigns are you asking the right question to the right people? In order to make informed decisions on your marketing campaign it’s imperative that the right target audience is defined – there is no sense in surveying a 20 year old student if your target audience is a 35 year old professional. Likewise the communication methods and messages that will appeal to a 20 year old student are likely to differ from a 35 year old professional. The first step in undertaking market research is clearly defining your target market and the communication methods which will appeal to them.
In the same tone is it necessary to ensure that the right questions are being asked – for example when testing creative artwork it is useless focusing on the intricate details of colourways and paying no attention to the actual campaign concept– image, messages, meaning, etc.
For assistance with your market research project contact the team on mail@intcap.co.uk