Which chocolate do you prefer and why?

By: Anonymous

Date: 13 April 2009

Market research — the name alone brings moans and groans from customers and businesses alike. Somewhere deep down, we know that it’s worthwhile filling in those seemingly endless surveys to end up with a better, brighter, tastier product or service.

Market research plays a vital part in any business as it gives you insight into your market, your competitors, your products, your marketing and your customers. This way you can make informed decisions, such as which chocolate Easter eggs to stock. And believe me, this is hugely important.

Market research helps you to reduce risks by getting product, price and promotion right from the outset. It also helps you focus your resources where they will be most effective. Much information is available online and from industry organisations, and some of it is free. This information provides data on market size, sales trends, customer profiles and competitors. Your customer records also provide a wealth of information, such as purchasing trends.

So that’s the theory. With our experts like Kate Willis of KW Research and Steve Phillips of Spring Research Ltd offering their hands-on advice and tips, you can turn the theory into good business practice.

To make sure you know how to plan your market research so that you can find out which chocolate your customers prefer, check the Marketing Donut website — it goes live on 20 April.