Unveiling the World Through Field Research
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Unveiling the World Through Field Research

This article aims to provide a comprehensive understanding of the concept of Market Research and its significance for businesses. In today's ever-changing business landscape, customer preferences and behaviors are constantly evolving, which makes it even more vital for businesses to keep a close eye on their target market. Market research is a critical tool that helps companies gain valuable insights into their target audience, enabling them to make informed strategic decisions that align with customer needs.

The article is structured into three parts to provide a better understanding of Market Research:

1. What is Market Research? This section dives deep into the definition of market research, exploring its various methods and techniques to gain insights into customers' preferences, behaviors, and attitudes.

2. Why is Market Research important for your business? This section discusses the significance of market research and its role in helping businesses make informed decisions. It highlights the benefits of market research in terms of identifying new opportunities, reducing risks, and improving customer satisfaction.

3. How to do Market Research for your business? This section provides practical guidance on how to conduct market research for businesses, including the steps involved, the tools and techniques used, and the best practices to ensure success.

Why is Market Research crucial?

Conducting market research is a pivotal aspect of modern business practices. Such research is indispensable due to the following reasons: it provides valuable information that can help businesses make informed decisions, helps identify consumer behavior patterns, assists in developing and refining marketing strategies, and aids in identifying potential threats and opportunities in the market. In summary, market research is essential for businesses to remain competitive and relevant in today's ever-changing market.

Better understanding of customers  

As a business owner, it is crucial to understand your customers to better cater to their needs. By doing so, you can gain insights into the specific preferences of your target audience, which can help you develop more effective marketing strategies and improve your overall business performance. Here are some important things to consider:

Firstly, you should identify who your ideal customer is. This includes understanding their age, gender, family size, income, and other demographic factors that may influence their purchasing decisions.

Secondly, you should also consider the location of your customers, as geography can play a significant role in influencing consumer behavior. Knowing where your customers are based can help you tailor your marketing efforts to their specific needs and preferences.

Thirdly, it is important to understand the psychographics of your customers, which refers to their personality traits, values, interests, and lifestyle choices. By gaining insights into these factors, you can develop more targeted marketing campaigns that resonate with your target audience.

Lastly, understanding customer behavior is key to developing successful marketing strategies. This includes understanding their level of engagement with your brand, their shopping habits and preferences, and their overall expenditure patterns.

By conducting thorough marketing research, you can gain a better understanding of your customers and use these insights to develop effective marketing strategies that are tailored to their needs. This can include product positioning, pricing, and overall marketing strategy, helping you to better reach and engage with your target audience.

Knowledge about Competitors

If you find that your competitor is doing better business than you, it is an indication that they have likely conducted more thorough and effective market research than you have. Market research is an extremely valuable tool that can help you gain insights into crucial information about your competitors in order to inform your own business strategy. By conducting market research, you can learn about a number of key factors related to your competitors' performance, including their strengths and weaknesses. Armed with this information, you can make more informed decisions about how to adjust your own business strategy in order to better compete in the marketplace. Whether you are looking to improve your product offerings, enhance your marketing efforts, or streamline your operations, market research can provide you with the information you need to make better, more informed decisions that will help you stay ahead of the competition.

Testing your product before launch

When launching a new product, it is crucial to conduct product testing before bringing it to the market. This step helps you to evaluate the product's effectiveness and identify any issues or shortcomings that need improvement. One of the best approaches to product testing is to give it to your target audience to gauge their reaction. This feedback can help you to make necessary changes during the testing phase, and ultimately enhance the product's appeal to the target market.

In addition to product testing, market research is also essential to make informed decisions about your product launch. Through market research, you can gain valuable insights into your target audience's preferences, needs, and behaviors. This information can help you determine the most effective approach to launching your product and help you develop a marketing strategy that resonates with your target audience. As a result, you can successfully introduce your product to the market and achieve the desired sales and profitability goals.

Product development 

If you're looking to enhance your product with a new feature, conducting market research can provide invaluable guidance. By identifying the current challenges that your customers are facing and understanding their expectations from your product, market research can help you bridge the gap between what you offer and what they need. Armed with this knowledge, you can make informed decisions about how to best improve your product to better serve the needs of your customers. By leveraging market research, you can stay ahead of the curve and ensure that your product continues to meet the evolving needs of your target audience.

Business growth

Market research is a crucial tool that businesses use to gather information about customer demand, preferences, and behavior. It helps in identifying opportunities for growth and development by understanding the customer's needs and desires. By conducting market research, businesses can create products or services that cater to their customers' requirements, leading to higher customer satisfaction and loyalty.

In addition to identifying business opportunities, market research also plays a vital role in developing effective marketing strategies. By analyzing the data collected from market research, businesses can tailor their marketing efforts to meet their target customers' needs. This leads to better engagement, higher conversion rates, and ultimately, increased revenue.

One of the significant advantages of market research is that it helps minimize losses. By understanding the market and customer demand, businesses can avoid investing in products or services that may not sell well. This can save them time, effort, and money that would have otherwise been wasted.

It's important to note that the more a business understands its customers, the better its product or service will be. Market research provides valuable insights into customer needs, preferences, and behavior, which businesses can use to improve their products or services. This, in turn, helps businesses stay ahead of the competition and retain their existing customers.

In finding, market research and strategy are the four pillars of business success. By leveraging the insights gained from market research, businesses can develop effective strategies that cater to their customers' needs, leading to business growth and development.

Case studies about Market research 

Market Research has been a game-changer for many brands as it provides valuable insights into consumer behavior, market trends, and competitive landscape. By leveraging the power of Market Research, businesses have been able to make informed decisions, identify new opportunities, and develop effective strategies to improve their bottom line. As a result, many brands have successfully reinvented themselves and made a comeback in the market. With the help of Market Research, businesses can stay ahead of the curve, make data-driven decisions, and succeed in today's highly competitive business environment.

Asian paints

Asian Paints is a highly renowned and popular brand that has been successful in the Indian market for many years. The company has always been proactive in identifying and catering to the needs and preferences of its target audience. Through extensive market research, Asian Paints discovered that women play a crucial role in decision-making when it comes to painting their homes. They found out that women are the ones who decide the color and time to be painted in the house.

To capitalize on this insight, the company devised a marketing and social media strategy that primarily focused on women. They designed campaigns that resonated with the modern Indian woman, highlighting the importance of colors and how it can help improve the overall ambiance of the house. They leveraged social media platforms such as Facebook, Instagram, and Twitter to reach out to their target audience.

To further strengthen their brand equity, Asian Paints signed Deepika Padukone, a well-known Bollywood actress, as its brand ambassador. Deepika is known for her strong presence and influence among women, and her association with Asian Paints helped the company connect with its intended audience on a deeper level.

Overall, Asian Paints's efforts to cater to the needs and preferences of its target audience, especially women, have been successful. Their marketing and social media campaigns, coupled with the endorsement of a popular celebrity, have significantly improved the brand's reputation and equity, making it a household name in the Indian market. 

Maruti Suzuki

Maruti Suzuki is a well-known automobile brand that represents value for money, affordability, and easy maintenance. However, this image created a problem for the company as it was considered a mass brand and people could not accept their expensive, classy models. As a result, young customers did not consider Maruti as their first preference and instead went to competition such as Hyundai, Honda, Toyota, etc.

To tackle this issue, Maruti Suzuki conducted extensive market research and surveys to understand the modern customer's preferences. They found that the customers today are looking for a well-designed car and they are willing to pay an extra amount for it. Based on the findings, Maruti implemented some significant changes to its branding and marketing strategies.

Firstly, they redesigned their Maruti Suzuki Dzire in a new and trendy manner that appealed to the younger generation. They then promoted this new model as a new brand identity called NEXA. This helped to reposition their brand as a premium automotive brand that not only offers affordable cars but also stylish and modern ones.

These changes proved to be successful as Maruti's old customers liked their premium models and upgraded to them, while young buyers preferred NEXA's new, trendy models. As a result, Maruti Suzuki has maintained its 50% market share since these years, with Hyundai being its second competitor with a market share of about 17%.


In 1994, Kellogg's entered the Indian market with the same product that had been successful in foreign countries. However, they launched it in India without conducting any market research and without considering the differences in customer preferences and expectations. As a result, Indian customers did not like the product, finding it tasteless and unsuitable to eat with cold milk.

Despite these negative reviews, the analysts ignored the fact that the product was not meeting the needs and expectations of Indian customers. They failed to recognize that the price was too high for customers, who were not willing to pay a premium for a product that would be consumed in just 10 days.

Realizing their mistake, Kellogg's decided to take a step back and conduct market research to better understand the needs and preferences of their target audience. They found that Indian customers were looking for products that were affordable, had a good flavour, and provided value for money.

Based on these insights, Kellogg's revised their strategy and launched a new product called Frosties after three years. Frosties was a jackpot for Kellogg's, as it had a great taste, was affordable for Indian customers, and met their needs and expectations. Indian women started serving Frosties as a morning breakfast to their families, as it was healthy and budget-friendly.

To reposition their product, Kellogg's focused on the message of health and fitness, which resonated well with Indian customers who were becoming increasingly health-conscious. This strategy helped Kellogg's establish itself as a trusted brand in the Indian market and paved the way for its continued success in the years to come.


When Tupperware first introduced their products in India, they decided to create products that catered to Indian consumers and their unique usage patterns. One of their products was a plastic spice box that was designed in a rectangle tiffin box shape, which they thought would be a hit with the Indian market. However, despite being aesthetically pleasing, the product failed to take off.

When Tupperware conducted market research to understand why the product was not successful, they discovered that Indian women were accustomed to using circular steel spice boxes in their homes, and that they had a preference for this shape due to its traditional and familiar nature. Although Indian consumers were open to using plastic boxes, they were not willing to compromise on the shape that they were used to.

In response to this feedback, Tupperware decided to redesign their spice box in a circular shape and launched it in the Indian market. The product was an instant success, as it was able to cater to the unique needs and preferences of Indian consumers. This experience taught Tupperware an important lesson about the importance of understanding local market needs and preferences when introducing products in a new market.

Market Research Implementation Methods 

Market research is a crucial aspect of any business strategy to gain insights into the market, consumer behavior, and competition. There are primarily two methods of conducting market research: primary research and secondary research. 

In primary research, you collect data firsthand by conducting surveys, interviews, focus groups, and other research methods to gather information about your target audience, their preferences, and behavior. On the other hand, secondary research involves analyzing existing data from various sources, such as market reports, industry publications, and government data.

The method you choose to implement depends on several factors, such as the budget you have allocated for research, the research technique you want to use, and your business category. Additionally, it is essential to consider the 4 P's of marketing, namely Product, Price, Place, and Promotion, as these factors can significantly influence your research approach and help you gain a better understanding of the market and your competition.

What is primary research?

Primary research is a crucial process that involves gathering information and data directly from the source, which can be customers, suppliers, or employees. It is a comprehensive method that involves surveys, focused group discussion, personal interviews, and observations to obtain accurate and in-depth information. 

If you are an entrepreneur looking to conduct primary research, outsourcing it to a small agency can be a budget-friendly and effective option. These agencies have a wide reach and human resources that can help gather the necessary data from a diverse range of sources.

Primary research typically involves two types of questions: close-ended and open-ended questions. Close-ended questions provide you with a clear answer in yes or no. They can be answered through tick boxes, multiple-choice questions, or rating on a 1-10 scale. On the other hand, open-ended questions require the respondents to give a written answer, providing more detailed and comprehensive information. 

Overall, primary research is a critical tool that businesses use to gather reliable and relevant information directly from their target audience. It helps businesses understand their customers' needs, preferences, and behavior, which can be used to make informed decisions and improve business performance.

Methods of primary research


Surveying is an important tool for businesses to gather insights and feedback from their customers, and there are several types of surveys that can be conducted. In-person surveys are a traditional method of surveying that involve conducting personal interviews with individuals. This method allows businesses to choose a location, such as a mall, and showcase samples or products to gather feedback from customers. However, it is an expensive and time-consuming method as interviews are conducted on an individual basis.

Telephone surveys are another type of in-person surveying method that are relatively less expensive than in-person surveys. However, it can be challenging to convince customers to give survey answers over the phone. E-mail surveys, on the other hand, are affordable and have a wider reach, making them a suitable option for small business owners. However, the response rate for these surveys is usually the lowest among all survey types.

Online surveys have become an essential method for surveying in recent years. This method allows businesses to gather feedback from a large number of customers quickly and easily. However, the findings of online surveys may vary as they are out of the researcher's control, and it may be difficult to gauge the authenticity of customer responses. Nevertheless, online surveys provide businesses with valuable insights into their customers' genuine feelings and opinions.

Lastly, the focus group is another primary research method used to gather in-depth feedback from a small group of individuals. By bringing individuals together in a group discussion, researchers can gain a better understanding of their target audience and their opinions and attitudes towards a particular product or service.

Focus group: 

In a focus group, a chairperson typically leads a group discussion with a scripted set of questions. These questions are designed to elicit specific feedback from participants about a particular product or service. The discussion is usually recorded so that it can be reviewed later for insights and analysis. It's important to engage with focus groups to gather valuable feedback about your products or services and to take note of any findings that can help you improve your offerings.

Personal Interviews: 

Personal Interviews are a widely used research method that involves conducting one-on-one conversations with individuals to gather data about their experiences, opinions, and attitudes towards certain topics or products. This approach offers a unique opportunity to gain in-depth insights into a small group's perspectives, which can then be used to inform strategic decision-making. 

By conducting personal interviews, you can gain a detailed understanding of your customers' personalities, preferences, and behaviors, which can help you develop a more nuanced understanding of their needs and pain points. This, in turn, can help you refine your product development strategy and ensure that you are creating products that meet the needs and desires of your target audience. Additionally, personal interviews can provide valuable insights into how your product is perceived by customers, enabling you to identify areas where improvements can be made and prioritize product features that are most important to your customers.


One effective way to gain insight into customer behavior is by recording their actions through a videotape when they visit your store. This provides you with a wealth of information about their shopping patterns, such as the products they tend to gravitate towards, how long they spend browsing each section, and the times of day when they are most likely to make a purchase. By analyzing this data, you can make informed decisions about how to optimize your store layout, product placement, and marketing strategies to better meet the needs and preferences of your customers.

Field Trials: 

As a business owner, you may want to test the waters before launching a new product. One way to do this is by giving out samples of the product in selected stores to gauge customer response. By doing so, you can gather valuable feedback on various aspects of the product such as its price, packaging, and placement. Based on this information, you can make necessary modifications to the product to improve its appeal to the target audience.

If you are a small business owner, you may not have the resources to conduct large-scale product testing. However, there are several ways to go about it without breaking the bank. You can take the help of local store owners or online platforms to distribute your product samples. This will allow you to reach a wider audience and gather valuable feedback from different demographics. By taking these steps, you can ensure that your product is well-received by your target audience and has a higher chance of success in the market.

Secondary market research

When it comes to market research, there are various ways to gather information about the industry you are interested in. One of the methods is to conduct secondary research, which involves gathering data that has already been collected and analyzed by others. 

There are different sources of secondary research available, including research studies conducted by professional research organizations. These organizations specialize in conducting market research to collect data and insights on different industries, and their studies can provide valuable information on market trends, consumer behavior, and other relevant factors.

Another source of secondary research is organizations that collect financial data about the industry. These organizations often provide reports that include financial and performance data on companies within the industry, which can be useful when conducting competitive analysis or assessing the financial health of the industry as a whole.

If you are interested in accessing this type of research data, you can purchase research reports directly from these organizations, or you may be able to access the data if you are a member of an industry association. Many industry associations partner with research organizations to provide their members with access to industry-specific data and insights.

Market research is an essential component of any business strategy. It provides valuable insights into the market and helps companies understand their customers' wants and needs. By conducting market research, businesses can position their brand effectively and develop successful products. In this regard, it's crucial to know the importance of market research, the type of market research that should be done, and how to conduct it.

Companies need to conduct market research to understand their target audience's needs and preferences. This can help them create products and services that meet customers' demands and expectations. Market research also helps businesses identify their primary competitors and develop strategies to compete effectively in the market. With the help of market research, companies can obtain a clear understanding of their customers' mindset, behavior, and preferences.

When conducting market research, it's crucial to engage with participants and make them feel comfortable so that they can provide honest feedback. The research questions should align with the research method and target market. It's essential to collect all the findings from market research and analyze them to develop a successful product. 

Thanks to technology, market research has become more accessible and budget-friendly. Companies can leverage various tools and methods to conduct market research quickly and efficiently. By keeping all these factors in mind, businesses can develop effective marketing strategies and create products that meet customer demands and expectations.