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Market Research: A How-To Guide and Template

Discover the different types of market research, how to conduct your own market research, and use a free template to help you along the way.

MARKET RESEARCH KIT

5 Research and Planning Templates + a Free Guide on How to Use Them in Your Market Research

Updated: 02/21/24

Published: 02/21/24

Today's consumers have a lot of power. As a business, you must have a deep understanding of who your buyers are and what influences their purchase decisions.

Enter: Market Research.

Whether you're new to market research or not, I created this guide to help you conduct a thorough study of your market, target audience, competition, and more. Let’s dive in.

Table of Contents

What is market research?

Primary vs. secondary research, types of market research, how to do market research, market research report template, market research examples.

Market research is the process of gathering information about your target market and customers to verify the success of a new product, help your team iterate on an existing product, or understand brand perception to ensure your team is effectively communicating your company's value effectively.

Market research can answer various questions about the state of an industry. But if you ask me, it's hardly a crystal ball that marketers can rely on for insights on their customers.

Market researchers investigate several areas of the market, and it can take weeks or even months to paint an accurate picture of the business landscape.

However, researching just one of those areas can make you more intuitive to who your buyers are and how to deliver value that no other business is offering them right now.

How? Consider these two things:

• Your competitors also have experienced individuals in the industry and a customer base. It‘s very possible that your immediate resources are, in many ways, equal to those of your competition’s immediate resources. Seeking a larger sample size for answers can provide a better edge.
• Your customers don't represent the attitudes of an entire market. They represent the attitudes of the part of the market that is already drawn to your brand.

The market research services market is growing rapidly, which signifies a strong interest in market research as we enter 2024. The market is expected to grow from roughly $75 billion in 2021 to $90.79 billion in 2025 .

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Why do market research?

Market research allows you to meet your buyer where they are.

As our world becomes louder and demands more of our attention, this proves invaluable.

By understanding your buyer's problems, pain points, and desired solutions, you can aptly craft your product or service to naturally appeal to them.

Market research also provides insight into the following:

• Where your target audience and current customers conduct their product or service research
• Which of your competitors your target audience looks to for information, options, or purchases
• What's trending in your industry and in the eyes of your buyer
• Who makes up your market and what their challenges are
• What influences purchases and conversions among your target audience
• Consumer attitudes about a particular topic, pain, product, or brand
• Whether there‘s demand for the business initiatives you’re investing in
• Unaddressed or underserved customer needs that can be flipped into selling opportunity
• Attitudes about pricing for a particular product or service

Ultimately, market research allows you to get information from a larger sample size of your target audience, eliminating bias and assumptions so that you can get to the heart of consumer attitudes.

As a result, you can make better business decisions.

To give you an idea of how extensive market research can get , consider that it can either be qualitative or quantitative in nature — depending on the studies you conduct and what you're trying to learn about your industry.

Qualitative research is concerned with public opinion, and explores how the market feels about the products currently available in that market.

Quantitative research is concerned with data, and looks for relevant trends in the information that's gathered from public records.

That said, there are two main types of market research that your business can conduct to collect actionable information on your products: primary research and secondary research.

Primary Research

Primary research is the pursuit of first-hand information about your market and the customers within your market.

It's useful when segmenting your market and establishing your buyer personas.

Primary market research tends to fall into one of two buckets:

• Exploratory Primary Research: This kind of primary market research normally takes place as a first step — before any specific research has been performed — and may involve open-ended interviews or surveys with small numbers of people.
• Specific Primary Research: This type of research often follows exploratory research. In specific research, you take a smaller or more precise segment of your audience and ask questions aimed at solving a suspected problem.

Secondary Research

Secondary research is all the data and public records you have at your disposal to draw conclusions from (e.g. trend reports, market statistics, industry content, and sales data you already have on your business).

Secondary research is particularly useful for analyzing your competitors . The main buckets your secondary market research will fall into include:

• Public Sources: These sources are your first and most-accessible layer of material when conducting secondary market research. They're often free to find and review — like government statistics (e.g., from the U.S. Census Bureau ).
• Commercial Sources: These sources often come in the form of pay-to-access market reports, consisting of industry insight compiled by a research agency like Pew , Gartner , or Forrester .
• Internal Sources: This is the market data your organization already has like average revenue per sale, customer retention rates, and other historical data that can help you draw conclusions on buyer needs.
• Focus Groups
• Product/ Service Use Research
• Observation-Based Research
• Buyer Persona Research
• Market Segmentation Research
• Pricing Research
• Competitive Analysis Research
• Customer Satisfaction and Loyalty Research
• Brand Awareness Research
• Campaign Research

1. Interviews

Interviews allow for face-to-face discussions so you can allow for a natural flow of conversation. Your interviewees can answer questions about themselves to help you design your buyer personas and shape your entire marketing strategy.

2. Focus Groups

Focus groups provide you with a handful of carefully-selected people that can test out your product and provide feedback. This type of market research can give you ideas for product differentiation.

3. Product/Service Use Research

Product or service use research offers insight into how and why your audience uses your product or service. This type of market research also gives you an idea of the product or service's usability for your target audience.

4. Observation-Based Research

Observation-based research allows you to sit back and watch the ways in which your target audience members go about using your product or service, what works well in terms of UX , and which aspects of it could be improved.

5. Buyer Persona Research

Buyer persona research gives you a realistic look at who makes up your target audience, what their challenges are, why they want your product or service, and what they need from your business or brand.

6. Market Segmentation Research

Market segmentation research allows you to categorize your target audience into different groups (or segments) based on specific and defining characteristics. This way, you can determine effective ways to meet their needs.

7. Pricing Research

Pricing research helps you define your pricing strategy . It gives you an idea of what similar products or services in your market sell for and what your target audience is willing to pay.

8. Competitive Analysis

Competitive analyses give you a deep understanding of the competition in your market and industry. You can learn about what's doing well in your industry and how you can separate yourself from the competition .

9. Customer Satisfaction and Loyalty Research

Customer satisfaction and loyalty research gives you a look into how you can get current customers to return for more business and what will motivate them to do so (e.g., loyalty programs , rewards, remarkable customer service).

10. Brand Awareness Research

Brand awareness research tells you what your target audience knows about and recognizes from your brand. It tells you about the associations people make when they think about your business.

11. Campaign Research

Campaign research entails looking into your past campaigns and analyzing their success among your target audience and current customers. The goal is to use these learnings to inform future campaigns.

• Define your buyer persona.
• Identify a persona group to engage.
• Prepare research questions for your market research participants.
• List your primary competitors.
• Summarize your findings.

1. Define your buyer persona.

You have to understand who your customers are and how customers in your industry make buying decisions.

This is where your buyer personas come in handy. Buyer personas — sometimes referred to as marketing personas — are fictional, generalized representations of your ideal customers.

Use a free tool to create a buyer persona that your entire company can use to market, sell, and serve better.

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Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

What is a Marketing Research Report and How to Write It?

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To see what Databox can do for you, including how it helps you track and visualize your performance data in real-time, check out our home page. Click here .

There is nothing more embarrassing for a marketer than to hear a client say “…this doesn’t quite address the business questions that we need to answer.” And unfortunately, this is a rather common occurrence in market research reporting that most marketers would care to admit.

So, why do most market research reports fail to meet client expectations? Well, in most cases, because there is more emphasis on methodology and analytic techniques used to craft the report rather than relying on data visualization, creative story-telling, and outlining actionable direction/steps.

Now, our next big question is, how do you avoid your client’s dreaded deer-in-the-headlights reaction when presenting such a report? This blog post will answer this and much more, as we go through the following:

What Is a Market Research Report?

Why is market research important, differences between primary and secondary market research, types of market research, market research reports advantages and disadvantages, how to do market research, how to prepare a market research report: 5 steps, marketing research report templates, marketing research reports best practices, bring your market research reports a step further with databox.

The purpose of creating a market research report is to make calculated decisions about business ideas. Market research is done to evaluate the feasibility of a new product or service, through research conducted with potential consumers. The information obtained from conducting market research is then documented in a formal report that should contain the following details:

• The characteristics of your ideal customers
• You customers buying habits
• The value your product or service can bring to those customers
• A list of your top competitors

Every business aims to provide the best possible product or service at the lowest cost possible. Simply said, market research is important because it helps you understand your customers and determine whether the product or service that you are about to launch is worth the effort.

Here is an example of a customer complaint that may result in more detailed market research:

Suppose you sell widgets, and you want your widget business to succeed over the long term. Over the years, you have developed many different ways of making widgets. But a couple of years ago, a customer complained that your widgets were made of a cheap kind of foam that fell apart after six months. You didn’t think at the time that this was a major problem, but now you know it.

The customer is someone you really want to keep. So, you decide to research this complaint. You set up a focus group of people who use widgets and ask them what they think about the specific problem. After the conducted survey you’ll get a better picture of customer opinions, so you can either decide to make the changes regarding widget design or just let it go.

PRO TIP: How Well Are Your Marketing KPIs Performing?

Like most marketers and marketing managers, you want to know how well your efforts are translating into results each month. How much traffic and new contact conversions do you get? How many new contacts do you get from organic sessions? How are your email campaigns performing? How well are your landing pages converting? You might have to scramble to put all of this together in a single report, but now you can have it all at your fingertips in a single Databox dashboard.

Our Marketing Overview Dashboard includes data from Google Analytics 4 and HubSpot Marketing with key performance metrics like:

• Sessions . The number of sessions can tell you how many times people are returning to your website. Obviously, the higher the better.
• New Contacts from Sessions . How well is your campaign driving new contacts and customers?
• Marketing Performance KPIs . Tracking the number of MQLs, SQLs, New Contacts and similar will help you identify how your marketing efforts contribute to sales.
• Email Performance . Measure the success of your email campaigns from HubSpot. Keep an eye on your most important email marketing metrics such as number of sent emails, number of opened emails, open rate, email click-through rate, and more.
• Blog Posts and Landing Pages . How many people have viewed your blog recently? How well are your landing pages performing?

Now you can benefit from the experience of our Google Analytics and HubSpot Marketing experts, who have put together a plug-and-play Databox template that contains all the essential metrics for monitoring your leads. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!

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To set up the dashboard, follow these 3 simple steps:

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Step 3: Watch your dashboard populate in seconds.

Marketing research requires both primary and secondary market research. But what does that mean and what are the main differences?

Primary market research takes in information directly from customers, usually as participants in surveys. Usually, it is consisted of:

• Exploratory Primary Research – This type of research helps to identify possible problem areas, and it’s not focused on discovering specific information about customers. As with any research, exploratory primary research should be conducted carefully. Researchers need to craft an interviewing or surveying plan, and gather enough respondents to ensure reasonable levels of statistical reliability.
• Specific Primary Research – This type of research is one of the best ways to approach a problem because it relies on existing customer data. Specific research provides a deeper, more thorough understanding of the problem and its potential solutions. The greatest advantage of specific research is that it lets you explore a very specific question, and focus on a specific problem or an opportunity.

Secondary market research collects information from other sources such as databases, trend reports, market or government statistics, industry content, etc. We can divide secondary market research into 3 categories:

• Public market data – Public sources range from academic journals and government reports to tax returns and court documents. These sources aren’t always easy to find. Many are available only in print in libraries and archives. You have to look beyond search engines like Google to find public source documents.
• Commercial data – Those are typically created by specialized agencies like Pew, Gartner or Forrester. the research agencies are quite expensive, but they provide a lot of useful information.
• Internal data – Your organization’s databases are gold mines for market research. In the best cases, your salespeople can tell you what they think about customers. Your salespeople are your direct sources of information about the market. Don’t underestimate your internal data.

In general, primary research is more reliable than secondary research, because researchers have to interview people directly. But primary research is expensive and time-consuming. Secondary research can be quicker and less expensive.

There are plenty of ways to conduct marketing research reports. Mostly, the type of research done will depend on your goals. Here are some types of market research often conducted by marketers.

Focus Groups

Product/service use research, observation-based research, buyer persona research, market segmentation research, pricing research, competitive analysis research, customer satisfaction and loyalty research, brand awareness research, campaign research.

An interview is an interactive process of asking and answering questions and observing your respondent’s responses. Interviews are one of the most commonly used tools in market research . An interview allows an organization to observe, in detail, how its consumers interact with its products and services. It also allows an organization to address specific questions.

A focus group is a group of people who get together to discuss a particular topic. A moderator leads the discussion and takes notes. The main benefit of focus groups is that they are quick and easy to conduct. You can gather a group of carefully-selected people, give them a product to try out, and get their feedback within a few hours/days.

Product or service use research helps you obtain useful information about your product or service such as:

• What your current customers do with the product/service
• Which features of the product/service are particularly important to your customers
• What they dislike about the product/service
• What they would change about the product/service

Observation-based research helps you to observe your target audience interacting with your product or service. You will see the interactions and which aspects work well and which could be improved. The main point is to directly experience the feedback from your target audience’s point of view.

Personas are an essential sales tool. By knowing your buyers’ pain points and the challenges they face, you can create better content, target messaging, and campaigns for them. Buyer persona research is based on market research, and it’s built around data that describes your customers’ demographics, behaviors, motivations, and concerns. Sales reporting software can significantly help you develop buyer personas when you gain insights after you collected all information.

Market segmentation research is carried out to better understand existing and potential market segments. The objective is to determine how to target different market segments and how they differ from each other. The three most important steps in writing a market segmentation research report are:

• Defining the problem
• Determining the solution [and]
• Defining the market

Related : 9 Customer Segmentation Tips to Personalize Ecommerce Marketing and Drive More Sales

A price that is too high, or too low, can kill a business. And without good market research, you don’t really know what is a good price for your product. Pricing research helps you define your pricing strategy.

In a competitive analysis, you define your “competition” as any other entity that competes with you in your market, whether you’re selling a widget or a piece of real estate. With competitive analysis research, you can find out things like:

• Who your competitors are
• What they’ve done in the past
• What’s working well for them
• Their weaknesses
• How they’re positioned in the market
• How they market themselves
• What they’re doing that you’re not

Related : How to Do an SEO Competitive Analysis: A Step-by-Step Guide

In today’s marketplace, companies are increasingly focused on customer loyalty. What your customers want is your product, but, more importantly, they want it delivered with a service that exceeds their expectations. Successful companies listen to their customers and respond accordingly. That’s why customer satisfaction and loyalty research is a critical component of that basic equation.

Related : 11 Tactics for Effectively Measuring Your Customer Service ROI

Who you are, what you stand for, what you offer, what you believe in, and what your audience thinks of you is all wrapped up in brand. Brand awareness research tells what your target audience knows about your brand and what’s their experience like.

A campaign research report is a detailed account of how your marketing campaign performed. It includes all the elements that went into creating the campaign: planning, implementation, and measurement.

Here are some of the top advantages and disadvantages of doing market research and crafting market research reports.

• Identify business opportunities – A market research report can be used to analyze potential markets and new products. It can give information about customer needs, preferences, and attitudes. Also, it compare products and services.
• A clear understanding of your customers – A market report gives company’s marketing department an in-depth picture about customers’ needs and wants. This knowledge can be used to improve products, prices, and advertising.
• Mitigates risks – 30% of small businesses fail within the first two years. Why is this so? The answer is that entrepreneurs are risk takers. However, there are risks that could be avoided. A good marketing research will help you identify those risks and allow you to mitigate them.
• Clear data-driven insights – Market research encompasses a wide range of activities, from determining market size and segment to forecasting demand, and from identifying competitors to monitoring pricing. All of these are quantified and measurable which means that gives you a clear path for building unique decisions based on numbers.

Disadvantages

• It’s not cheap – Although market research can be done for as little as $500, large markets like the United States can run into millions of dollars. If a research is done for a specific product, the budget may be even much higher. The budget also depends on the quality of the research. The more expensive it is, the more time the research will take.
• Some insights could be false – For example, if you are conducting a survey, data may be inadequate or inaccurate because respondents can, well, simply be dishonest and lie.

Here are the essential steps you need to take when doing market research:

Define your buyer persona

Identify a persona group to engage, prepare research questions for your market research participants, list your primary competitors, summarize your findings.

The job of a marketing persona is to describe your ideal customer and to tell you what they want, what motivates them, what frustrates them, and what limits them. Finding out these things means you have a better chance of designing your products, services, marketing messages, and brand around real customers. There is no one right way to create a buyer persona, though.

For example, if you’re in an industry focused on education, you could include things like:

• Educational level
• Education background

It’s recommended that you create 3-5 buyer personas for your products, based on your ideal customer.

This should be a representative sample of your target customers so you can better understand their behavior. You want to find people who fit both your target personas and who represent the broader demographic of your market. People who recently made a purchase or purposefully decided not to make one are a good sample to start with.

The questions you use determine the quality of your results. Of course, the quality of your results also depends on the quality of your participants.

Don’t ask questions that imply a yes or no answer. Instead, use open questions. For example, if you are researching customers about yogurt products, you could ask them: „ What have you heard about yogurt ?” or “ What do you think of yogurt ?“.

Avoid questions that use numbers, such as “ How many times a week do you eat yogurt ?”

Avoid questions that suggest a set of mutually exclusive answers, such as “ Do you like yogurt for breakfast, lunch, or dinner ?”

Avoid questions that imply a scale, such as “ Do you like chocolate-flavored yogurt ?”

Market researchers sometimes call one company the top competitor, another middle competitor, and the third one small competitor. However you classify them, you want to identify at least three companies in each category. Now, for each business on your list, list its key characteristics. For example, if your business sells running shoes, a key characteristic might be the product’s quality.

Next, make a list of your small business’s competitive advantages. These include the unique qualities or features of your business that make it the best choice of customers for the products or services it offers. Make a list of these competitive advantages and list them next to the key characteristics you listed for your business.

You have just finished writing your marketing research report. Everything is out there quantified or qualified. You just have to sum it up and focus on the most important details that are going to make a big impact on your decisions. Clear summary leads to a winning strategy!

Related : How to Prepare a Complete Marketing Report: The KPIs, Analysis, & Action Plan You Need

Here’s how to prepare a market research report in 5 simple steps:

Step 1: Cluster the data

Step 2: prepare an outline, step 3: mention the research methods, step 4: include visuals with narrative explanations, step 5: conclude the report with recommendations.

Your first step is to cluster all the available information into a manageable set. Clustering is the process of grouping information together in a way that emphasizes commonalities and minimizes differences. So, in market research, this will help to organize all the information you have about a product, service, or target market and identify your focus areas.

A marketing research report should be written so that other people can understand it:

• Include background information at the beginning to explain who your audience is and what problem you are trying to solve for them.
• In the body of the report, include a description of the methodology – Explain to the reader how your research was done, what was involved, and why you selected the methodology you used.
• Also in the body of the report, include the results of your market research. These may be quantitative or qualitative, but either way they should answer the questions you posed at the beginning.
• Include the executive summary – A summary of the entire report.

The market research methodology section includes details on the type of research, sample size, any limitations of the studies, research design, sample selection, data collection procedures, and statistical analyses used.

Visuals are an essential part of the presentation. Even the best-written text can be difficult to understand. Charts and graphs are easier to understand than text alone, and they help the reader see how the numbers fit the bigger picture.

But visuals are not the whole story. They are only one part of the presentation. Visuals are a cue for the reader. The narrative gives the story, not just the numbers.

Recommendations tend to follow logically from conclusions and are a response to a certain problem. The recommendation should always be relevant to the research rationale, that is, the recommendation should be based on the results of the research reported in the body of the report.

Now, let’s take a look at some dashboard reporting templates you could use to enhance your market research:

• Semrush (Position Tracking) Report

Brand Awareness Report

Sales pipeline performance report, customer success overview report, stripe (mrr & churn) report, semrush (position tracking) report template.

This free SEMRush dashboard template will help you monitor how your website’s search visibility on search engines evolves on a monthly basis. This dashboard contains all of the information you need to make changes and improve the ranking results of your business in Google Search.

This Brand Awareness Report will help you to get a sense of your brand awareness performance in Google Analytics, Google Organic Search, and Facebook. Use this dashboard to track brand awareness the same way you track other marketing campaigns.

Are your sales and marketing funnel healthy and growing? How is your sales and marketing funnel performing? What are the key conversion rates between your lifecycle stages? With a pipeline performance dashboard , you’ll get all of the answers quickly.

This Customer Success Overview Dashboard allows you to analyze how your customer service team’s responsiveness impacts your business. Use this dashboard to assess the correlation between your customer service performance and churn rate. 

This Stripe dashboard tracks your churn rate and MRR growth in real-time and shows you which customers (and how many of them) you have at any given point in time. All you have to do to get started is to connect your Stripe account.

As we said earlier, there are no strict rules when it comes to writing marketing research reports. On the other hand, you must find your focus if you want to write a report that will make a difference. Here are some best practices you should keep in mind when writing a research report.

• Objectives – The objective of a market research report is to define the problems, identify key issues, and suggest recommendations for further research. If you answer them successfully, you’re on the right way.
• Don’t worry about the format – Be creative. The report could be in a form of a PowerPoint presentation, Excel sheet, interactive dashboard or even a video. Use the format that best fits your audience, but make sure to make it easy to read.
• Include an executive summary, scorecard , or a dashboard – This is really important because time is money, and most people don’t have time to waste. So, how to put everything important in a short role? Address all of the objectives and put them in a graphic dashboard or scorecard. Also, you can write an executive summary template (heart of the report) that can be easily updated and read by managers or CEOs.
• Use storytelling –  A good story always makes a great point because it’s so memorable. Your research report results can double the effect with a catchy story.
• Keep it short – It’s not a secret that we are reading so little in the digital era. Use a lot of white space and bullet points. Too much text on a page means less focus for the reader.
• Be organized – Maintain the order of information. It’s important for the reader to navigate through the report easily. If they want to find some details or specific information it would be great to divide all sections with appropriate references.
• Methodological information – Methodological details could be boring. Include only the most important details that the reader needs to know to understand the big picture.
• Use images (or other visualizations) whenever you can – A good picture speaks for 1.000 words! If you can communicate the point visually, don’t hesitate to do it. It would be a lot easier for those who don’t like a lot of text to understand your results. But don’t push them where you can’t.
• Create readable graphs – The crown of marketing research reports is a comprehensive graph. Make sure to design precise and attractive graphs that will power up and round your story.
• Use the Appendix  – You can include all secondary information such as methodological details and other miscellaneous data in the Appendix at the end of the report.

Market research reports are all about presenting your data in an easy-to-understand way and making calculated decisions about business ideas. But this is something easier said than done.

When busy stakeholders and executives grab a report, they need something that will give them an idea of the results – the big picture that addresses company wide-business goals.

Can a PowerPoint presentation or a PDF report meet those expectations? Most likely not. But a dashboard can.

Keep in mind that even with the best market analysis in the world, your market research report won’t be actionable if you don’t present the data efficiently and in a way that everyone understands what the next steps are. Databox is your key ally in the matter.

Databox dashboards are designed to help you present your market research data with clarity – from identifying what is influencing your business, and understanding where your brand is situated in the market, to gauging the temperature of your niche or industry before a new product/service launch.

Present your research results with efficient, interactive dashboards now by signing up for a free trial .

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The Ultimate Guide to Market Research [+Free Templates]

A comprehensive guide on Market Research with tools, examples of brands winning with research, and templates for surveys, focus groups + presentation template.

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Updated February 26, 2024.

Before you do anything in business you have to have a good grasp of the market. What’s the market like? Who are your competitors? And what are the pain points and challenges of your ideal customer? And how can you solve them? Once you have the answers to those questions then you are ready to move forward with a marketing plan and/or hire a digital marketing agency to execute it.

In this guide we break down what market research is, the different types of market research, and provide you with some of the best templates, tools, and examples, to help you execute it on your own.

Excited to learn?

Let’s dive in.

What is market research?

Market research is the process of gathering information about your target market and customers to determine the success of your product or service, make changes to your existing product, or understand the perception of your brand in the market.

“Research is formalized curiosity, it is poking and prying with a purpose.” - Zora Neale Hurston

We hear the phrase "product-market fit" all the time and that just means that a product solves a customer's need in the market. And it's very hard to get there without proper market research. Now, I know what you're going to say. Why not get actionable insights from your existing customers? Why not do some customer research?

The problem with customer research is two-fold:

• You have a very limited amount of data as your current customers don't represent the entire market.
• Customer research can introduce a lot of bias into the process.

So the real way to solve these issues is by going broader and conducting some market research.

Why do market research?

There are many benefits of doing market research for your company. Here are a few of them:

• Understand how much demand exists in the market, the market size
• Discover who your competitors are and where they are falling short.
• Better understand the needs of your target customers and the problems and pain points your product solves.
• Learn what your potential customers feel about your brand.
• Identify potential partners and new markets and opportunities.
• Determine which product features you should develop next.
• Find out what your ideal customer is thinking and feeling.
• Use these findings to improve your brand strategy and marketing campaigns.

“The goal is to transform data into information, and information into insight.” - Carly Fiorina

Market research allows you to make better business decisions at every stage of your business and helps you launch better products and services for your customers.

Primary vs secondary research

There are two main types of market research - primary and secondary research.

Primary research

Primary market research is when researchers collect information directly, instead of relying on outside sources of information. It could be done through interviews, online surveys, or focus groups and the advantage here is that the company owns that information. The disadvantage of using primary sources of information is that it's usually more expensive and time-consuming than secondary market research.

Secondary research

Secondary market research involves using existing data that is summarized and collected by third parties. Secondary sources could be commercial sources or public sources like libraries, other websites, blogs , government agencies, and existing surveys. It's data that's more readily available and it's usually much cheaper than conducting primary research.

Qualitative vs quantitative research

Qualitative research is about gathering qualitative data like the market sentiment about the products currently available on the market (read: words and meanings). Quantitative research deals with numbers and statistics. It's data that is numbers-based, countable, and measurable.

Types of market research

1. competitive analysis.

Every business needs to know its own strengths and weaknesses and how they compare with its largest competitors in the market. It helps brands identify gaps in the market, develop new products and services, uncover market trends, improve brand positioning , and increase their market share. A SWOT analysis is a good framework to use for this type of research.

2. Consumer insights

It's also equally important to know what consumers are thinking, what the most common problems are and what products they are purchasing. Consumer research can be done through social listening which involves tracking consumer conversations on social media. It could also include analyzing audiences of brands , online communities, and influencers, and analyzing trends in the market.

3. Brand awareness research

Brand awareness is a super important metric for understanding how well your target audience knows your brand. It's used to assess brand performance and the marketing effectiveness of a brand. It tells you about the associations consumers make when they think of your brand and what they believe you're all about.

4. Customer satisfaction research

 Customer satisfaction and loyalty are two really important levers for any business and you don't have to conduct in-depth interviews to get that information. There is a wide range of automated methods to get that kind of data including customer surveys such as NPS surveys, customer effort score (CES) surveys, and regularly asking your customers about their experience with your brand.

5. Customer segmentation research

 Customer segmentation research involves figuring out what buckets consumers fall into based on common characteristics such as - demographics, interests, purchasing behavior, and more. Market segmentation is super helpful for advertising campaigns, product launches, and customer journey mapping.

6. Interviews

Customer interviews are one of the most effective market research methods out there. It's a great way for business owners to get first-party data from their customers and get insights into how they are doing in real time.

7. Focus groups

Focus groups are a great way to get data on a specific demographic. It's one of the most well-known data collection methods and it involves taking a sample size of people and asking them some open-ended questions. It's a great way to get actionable insights from your target market.

8. Pricing research

 Pricing strategy has a huge influence on business growth and it's critical for any business to know how they compare with the leading brands in their niche. It can help you understand what your target customer is willing to pay for your product and at what price you should be selling it.

To start, get automated software to track your competitors' pricing . Then, summarize your research into a report and group the results based on product attributes and other factors. You can use quadrants to make it easier to read visually.

9. Campaign research

It's also important for a brand to research its past marketing campaigns to determine the results and analyze their success. It takes a lot of experimentation to nail the various aspects of a campaign and it's crucial for business leaders to continuously analyze and iterate.

10. Product/service use research

Product or user research gives you an idea of why and how an audience uses a product and gives you data about specific features. Studies show that usability testing is ranked among the most useful ways to discover user insights (8.7 out of 10), above digital analytics and user surveys. So it's a very effective way to measure the usability of a product.

Now that you know the different types of market research let's go through a step-by-step process of setting up your study.

How to conduct a market research study

Looking for your next business idea? Want to check which niche markets are going to be best for it? if it's going to Here's a pretty simple process for conducting

1. Define your buyer persona

The first step in market research is to understand who your buyers are. For that, you need a buyer persona (sometimes called a marketing persona) which is a fictional generalized description of your target customer. You could (and should) have several buyer personas to work with.

Key characteristics to include in your buyer personas are:

• Job title(s)
• Family size
• Major challenges

Now that you've got your customer personas it's time to decide who to work with for your research.

2. Identify the right people to engage with

It's critical that you pick the right group of people to research. This could make or break your market research study. It's important to pick a representative sample that most closely resembles your target customer. That way you'll be able to identify their actual characteristics, challenges, pain points, and buying behavior.

Here are a few strategies that will help you pick the right people:

• Select people who have recently interacted with you
• Pull a list of participants who made a recent purchase
• Call for participants on social media
• Leverage your own network
• Gather a mix of participants
• Offer an incentive (gift card, product access, content upgrades)

3. Pick your data collection method(s)

Here's a quick breakdown of all the different ways you could collect data for your market research study.

Surveys are by far the fastest method of gathering data. You could launch them on your site or send them in an email and automate the whole process. Regular surveys can also help brands improve their customer service so they help kill two birds with one stone.

Interviews take a little longer and require a detailed set of interview questions. Never go into an interview without a clear idea of what you're going to be asking. It's also a little more difficult to schedule time and to get your potential or current customers on the phone or on Zoom.

Focus group

Focus groups are controlled interviews with groups of people led by facilitators. Participants in focus groups are selected based on a set of predetermined criteria such as location, age, social status, income, and more.

Online tracking

Online tracking is done through digital analytics tools like HotJar or Google Analytics. Tracking user behavior on your site gets you an accurate analysis of who your demographic is and what are the types of products or content that they engage with.

The problem here is that you never get to find out the 'why' - the reason behind their behavior - and that's why you need to combine digital analytics with other data collection methods like surveys and usability/product testing.

Marketing analysis

Another great way to collect data is to analyze your marketing campaigns which gives you a great idea of who clicked on your ads, how often, and which device they used. It's a more focused way of using tracking to zero in on a specific marketing campaign.

Social media monitoring

We've talked about this one before. Social monitoring or listening is when you track online conversations on social media platforms. You can use a simple social listening tool to get all the data you need by searching for specific keywords, hashtags, or topics.

Subscription and registration data

Another great way to collect data is to look at your existing audience. That might include your email list, rewards program, or existing customers. Depending on the size of your list, it could give you some broad insights into the type of customers/users you have and what they are most interested in.

Monitoring in-store traffic

Conduct a customer observation session to monitor your actual customers and how they behave in your store (physically or online). Observation is a market research technique where highly-trained market researchers observe how people or consumers interact with products/services in a natural setting.

4. Prepare your research questions

Write down your research questions before you conduct the research. Make sure you cover all the topics that you are trying to gain clarity on and include open-ended questions. The type of questions you use will vary depending on your data collection approach from the last step.

If you're doing a survey or an in-person interview then here are some of the best questions to ask.

The awareness stage

• How did you know that something in this product category could help you?
• Think back to the time you first realized you needed [product category]. What was your challenge?
• How familiar were you with different options on the market?

The consideration stage

• Where did you go to find out the information?
• What was the first thing you did to research potential solutions?
• Did you search on Google? What specifically did you search for? Which keywords did you use?
• Which vendor sites did you visit?
• What did you find helpful? What turned you off?

The decision stage

• Which criteria did you use to compare different vendors?
• What vendors made it to the shortlist and what were the pros/cons of each?
• Who else was involved in the final decision?
• Allow time for further questions on their end.
• Don't forget to thank them for their time and confirm their email/address to receive the incentive you offered

If you noticed, the progression of these questions follows the stages of the buyer's journey which helps you to gain actionable insights into the entire customer experience.

5. List your primary competitors

There are two kinds of competitors - industry competitors and content competitors. Industry competitors compete with you on the actual product or service they sell. Content competitors compete with you in terms of the content they publish - whether that's on specific keywords or they rank higher on topics that you want to be ranked for.

It's important to write a list of all of your competitors and compare their strengths, weaknesses, competitive advantages, and the type of content they publish.

There are different ways to find your competitors. You can look on sites like G2 Crowd and check their industry quadrants.

You could also download a market report from Forrester or Gartner . And you could also search on social media or market research tools like SimilarWeb .

6. Summarize your findings

Now that you've done your research it's time to summarize your findings. Look for common themes in your research and try to present them in the simplest way possible. Use your favorite presentation software to document it and add it to your company database.

Here's a quick research outline you could use:

Background - your goals and why you conducted this study

Participants - who you've talked to. Break down the type of personas and/or customers you've spoken with.

Executive summary - what was the most interesting stuff you've learned? What do you plan to do about it?

Customer journey map - map out the specific motivations and behavioral insights you've gained from each stage of the customer journey (awareness, consideration, and decision).

Action plan - describe what action steps you're going to take to address the issues you've uncovered in your research and how you are going to promote your product/service to your target audience more effectively.

Market research template

Not sure where to begin? Need some templates to help you get started? We got them for you.

1. Market survey template

First and foremost, you need a template to run your market survey. In this template, you will find all the types of questions you should be asking - demographic, product, pricing, and brand questions. They can be used for market surveys, individual interviews, and focus groups.

We also present a variety of question formats for you to use:

• true/false questions
• multiple choice questions
• open response questions

2. SWOT analysis template

A strength, weakness, opportunities, and threats (SWOT) analysis is one of the best ways to do competitor research. It's a really simple analysis. There are four squares and you write down all four of these attributes for each of your competitors.

3. Focus group template

Not sure how to conduct focus groups? Here is a comprehensive template that will help you to take better notes and record your findings during the focus group meeting.

4. Marketing strategy template

The plan of action from your market research should become a vital part of your marketing strategy. We've actually created a marketing strategy template that you could download and use to update your marketing personas, your SWOT analysis, and your marketing channel strategies.

Market research examples

Here are some examples of the good, the bad, and the ugly in market research. Some brands thrive on research and some ignore it completely. Take a look.

McDonald's

McDonald’s sells its food in 97 countries around the world. Their secret? They do a lot of market research before they launch anything. The company uses four key questions in their research process:

• Which products are performing well?
• What prices are most affordable to customers?
• What are consumers reading and watching?
• What content do they consume?
• Which restaurants are most attended, and why?

They also extensively use customer feedback to improve their products. They even put some products up for a vote to see which ones are most loved by their customers.

The iconic coffee brand is valued at almost $30 billion and has over 30,000 coffee shops around the world and part of that success comes from their obsession with customer service. They launched a brilliant idea called “My Starbucks Idea” to try and make the customer feel a part of the journey.

It was an open innovation platform where customers could post their idea for a new coffee drink or food item and if it was good a company representative would actually reach out to them. It had a leaderboard and every year the company would develop some of these ideas.

In 2012, Starbucks launched 73 coffee products from ideas they received from customers. Cake pops and pumpkin spice lattes were born out of this platform, all thanks to market research. Can you imagine a world without pumpkin spice lattes?

For all its innovation Facebook had an epic market research failure. In 2013, Facebook partnered with HTC to launch a smartphone called First. It had Facebook’s interface on its home screen and that was a really jarring change for most people. Instead of taking you to a home screen with your favorite apps, Facebook really took center stage.

To be fair, you could turn it off and get a regular Android home window but that would be missing the entire reason you bought the phone in the first place. So it was a complete mismatch to consumers’ wants and the phone flopped.

Turns out, that nobody wanted to see Facebook when they first opened their phone 😅.

Bloom & Wild

Bloom & Wild is a UK flower delivery brand that was looking for their next campaign. They did some research and found out that people think red roses are cliche and prefer to buy something else as a gift on Valentine’s Day. So the brand chose not to sell roses for Valentine’s Day 2021 and made it into a “No Roses Campaign”.

The results - they saw a 51% increase in press coverage year after year.

Top tools used for market research

Here are some of the top market research and digital analytics tools you should try out for your next research project.

Answer the Public

Answer the public is a free market research tool that helps marketers figure out what questions people ask online. It's really easy to use. You put in a keyword or topic and it spits out a whole variety of questions and subtopics.

Spyfu is a search engine analytics platform that gives you data on where your competitors get their traffic from. It provides info on the kind of both organic traffic and PPC channels down to the specific keywords people used to find each site. It's a great tool to use to map the competitive landscape.

Think with Google

This is an online publication from Google's team where they publish consumer insights from real-time data and their own insights. It uses Google Analytics but presents it to you as a library of information. You can find industry data on a whole array of businesses from educational institutions to counseling services.

Want to do the most extensive market research possible? Use SimilarWeb. It's a competitive analysis and data tool that provides you with literally everything you need.

It has data on:

• Digital marketing data - SEO, traffic, advertising
• Economic trends - economic indicators like annual growth rate, audience, benchmarking
• eCommerce, investing, and even sales data

BuzzSumo is a great tool to use to get actionable insights from social media and content marketing. It aggregates data from various social media channels and shows you the type of content that users engage with and share on their pages.

Typeform is a survey tool that can help you make surveys and fun interactive forms. It's a great tool to use to make your forms more engaging for your audience. The tool has a bunch of easy templates and a ton of integrations to help you visualize that data and share it with your team.

Latana is a brand research tool that helps you understand consumer perception of your brand over time. It helps you answer some key questions about the type of values your customers have, and the type of audiences your competitors are targeting and helps you to focus your campaigns on the right audience for your business.

Statista is one of the most popular consumer data platforms around. It has a wealth of information about consumer markets, business conditions, and industry trends around the world. It's easier to use than most business publications because it aggregates all the data you need in one place. The downside is that it's a little pricy but perfect for teams that have the budget for it.

Dimensions.ai

Dimensions is a search engine for academic publications. It is a great resource if you're looking for deeper insights into things like psychology, micro and macroeconomics, and business trends. A lot of the articles are free to view just make sure you select the " All OA " option which stands for Open Access research.

Otter is an AI-powered transcription software for interviews and meetings. It sits in the background and transcribes your meeting for you and then provides you with a digitized conversation that can be stored, search for specific keywords, and analyzed. It's a great tool to use for doing interviews.

Yelp is a search engine for reviews of local businesses. It's one of the best sources of opinions about a whole variety of products and services. It's a great place to get ideas about the kind of interview questions you want to ask, to find out the pain points of your ideal customer, and to find deeper insights into your target audience.

You have to conduct your market research regularly if you want to see significant results. Try the different methods that we’ve outlined, see what works for you, and remember to keep your team’s focus on the customer. The more knowledgeable they are of your target customer’s needs and wants the better your targeting and marketing strategy will be.

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What Is Market Research?

• How It Works
• Primary vs. Secondary
• How to Conduct Research

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How to Do Market Research, Types, and Example

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Market research examines consumer behavior and trends in the economy to help a business develop and fine-tune its business idea and strategy. It helps a business understand its target market by gathering and analyzing data.

Market research is the process of evaluating the viability of a new service or product through research conducted directly with potential customers. It allows a company to define its target market and get opinions and other feedback from consumers about their interest in a product or service.

Research may be conducted in-house or by a third party that specializes in market research. It can be done through surveys and focus groups, among other ways. Test subjects are usually compensated with product samples or a small stipend for their time.

Key Takeaways

• Companies conduct market research before introducing new products to determine their appeal to potential customers.
• Tools include focus groups, telephone interviews, and questionnaires.
• The results of market research inform the final design of the product and determine how it will be positioned in the marketplace.
• Market research usually combines primary information, gathered directly from consumers, and secondary information, which is data available from external sources.

Market Research

How market research works.

Market research is used to determine the viability of a new product or service. The results may be used to revise the product design and fine-tune the strategy for introducing it to the public. This can include information gathered for the purpose of determining market segmentation . It also informs product differentiation , which is used to tailor advertising.

A business engages in various tasks to complete the market research process. It gathers information based on the market sector being targeted by the product. This information is then analyzed and relevant data points are interpreted to draw conclusions about how the product may be optimally designed and marketed to the market segment for which it is intended.

It is a critical component in the research and development (R&D) phase of a new product or service introduction. Market research can be conducted in many different ways, including surveys, product testing, interviews, and focus groups.

Market research is a critical tool that companies use to understand what consumers want, develop products that those consumers will use, and maintain a competitive advantage over other companies in their industry.

Primary Market Research vs. Secondary Market Research

Market research usually consists of a combination of:

• Primary research, gathered by the company or by an outside company that it hires
• Secondary research, which draws on external sources of data

Primary Market Research

Primary research generally falls into two categories: exploratory and specific research.

• Exploratory research is less structured and functions via open-ended questions. The questions may be posed in a focus group setting, telephone interviews, or questionnaires. It results in questions or issues that the company needs to address about a product that it has under development.
• Specific research delves more deeply into the problems or issues identified in exploratory research.

Secondary Market Research

All market research is informed by the findings of other researchers about the needs and wants of consumers. Today, much of this research can be found online.

Secondary research can include population information from government census data , trade association research reports , polling results, and research from other businesses operating in the same market sector.

History of Market Research

Formal market research began in Germany during the 1920s. In the United States, it soon took off with the advent of the Golden Age of Radio.

Companies that created advertisements for this new entertainment medium began to look at the demographics of the audiences who listened to each of the radio plays, music programs, and comedy skits that were presented.

They had once tried to reach the widest possible audience by placing their messages on billboards or in the most popular magazines. With radio programming, they had the chance to target rural or urban consumers, teenagers or families, and judge the results by the sales numbers that followed.

Types of Market Research

Face-to-face interviews.

From their earliest days, market research companies would interview people on the street about the newspapers and magazines that they read regularly and ask whether they recalled any of the ads or brands that were published in them. Data collected from these interviews were compared to the circulation of the publication to determine the effectiveness of those ads.

Market research and surveys were adapted from these early techniques.

To get a strong understanding of your market, it’s essential to understand demand, market size, economic indicators, location, market saturation, and pricing.

Focus Groups

A focus group is a small number of representative consumers chosen to try a product or watch an advertisement.

Afterward, the group is asked for feedback on their perceptions of the product, the company’s brand, or competing products. The company then takes that information and makes decisions about what to do with the product or service, whether that's releasing it, making changes, or abandoning it altogether.

Phone Research

The man-on-the-street interview technique soon gave way to the telephone interview. A telephone interviewer could collect information in a more efficient and cost-effective fashion.

Telephone research was a preferred tactic of market researchers for many years. It has become much more difficult in recent years as landline phone service dwindles and is replaced by less accessible mobile phones.

Survey Research

As an alternative to focus groups, surveys represent a cost-effective way to determine consumer attitudes without having to interview anyone in person. Consumers are sent surveys in the mail, usually with a coupon or voucher to incentivize participation. These surveys help determine how consumers feel about the product, brand, and price point.

Online Market Research

With people spending more time online, market research activities have shifted online as well. Data collection still uses a survey-style form. But instead of companies actively seeking participants by finding them on the street or cold calling them on the phone, people can choose to sign up, take surveys, and offer opinions when they have time.

This makes the process far less intrusive and less rushed, since people can participate on their own time and of their own volition.

How to Conduct Market Research

The first step to effective market research is to determine the goals of the study. Each study should seek to answer a clear, well-defined problem. For example, a company might seek to identify consumer preferences, brand recognition, or the comparative effectiveness of different types of ad campaigns.

After that, the next step is to determine who will be included in the research. Market research is an expensive process, and a company cannot waste resources collecting unnecessary data. The firm should decide in advance which types of consumers will be included in the research, and how the data will be collected. They should also account for the probability of statistical errors or sampling bias .

The next step is to collect the data and analyze the results. If the two previous steps have been completed accurately, this should be straightforward. The researchers will collect the results of their study, keeping track of the ages, gender, and other relevant data of each respondent. This is then analyzed in a marketing report that explains the results of their research.

The last step is for company executives to use their market research to make business decisions. Depending on the results of their research, they may choose to target a different group of consumers, or they may change their price point or some product features.

The results of these changes may eventually be measured in further market research, and the process will begin all over again.

Benefits of Market Research

Market research is essential for developing brand loyalty and customer satisfaction. Since it is unlikely for a product to appeal equally to every consumer, a strong market research program can help identify the key demographics and market segments that are most likely to use a given product.

Market research is also important for developing a company’s advertising efforts. For example, if a company’s market research determines that its consumers are more likely to use Facebook than X (formerly Twitter), it can then target its advertisements to one platform instead of another. Or, if they determine that their target market is value-sensitive rather than price-sensitive, they can work on improving the product rather than reducing their prices.

Market research only works when subjects are honest and open to participating.

Example of Market Research

Many companies use market research to test new products or get information from consumers about what kinds of products or services they need and don’t currently have.

For example, a company that’s considering starting a business might conduct market research to test the viability of its product or service. If the market research confirms consumer interest, the business can proceed confidently with its business plan . If not, the company can use the results of the market research to make adjustments to the product to bring it in line with customer desires.

What Are the Main Types of Market Research?

The main types of market research are primary research and secondary research. Primary research includes focus groups, polls, and surveys. Secondary research includes academic articles, infographics, and white papers.

Qualitative research gives insights into how customers feel and think. Quantitative research uses data and statistics such as website views, social media engagement, and subscriber numbers.

What Is Online Market Research?

Online market research uses the same strategies and techniques as traditional primary and secondary market research, but it is conducted on the Internet. Potential customers may be asked to participate in a survey or give feedback on a product. The responses may help the researchers create a profile of the likely customer for a new product.

What Are Paid Market Research Surveys?

Paid market research involves rewarding individuals who agree to participate in a study. They may be offered a small payment for their time or a discount coupon in return for filling out a questionnaire or participating in a focus group.

What Is a Market Study?

A market study is an analysis of consumer demand for a product or service. It looks at all of the factors that influence demand for a product or service. These include the product’s price, location, competition, and substitutes as well as general economic factors that could influence the new product’s adoption, for better or worse.

Market research is a key component of a company’s research and development (R&D) stage. It helps companies understand in advance the viability of a new product that they have in development and to see how it might perform in the real world.

Britannica Money. “ Market Research .”

U.S. Small Business Administration. “ Market Research and Competitive Analysis .”

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Refine your search, healthcare market research (uk) - industry report.

Jul 01, 2024  |  Published by: Plimsoll Publishing Ltd.  |  USD 400

... 150 companies, including ASHBROOK RESEARCH AND CONSULTANCY LTD, BONAMY FINCH MARKETING SERVICES LTD and CICA BIOMEDICAL LTD. This report covers activities such as medical market research, health, addqol audit of diabetes dependent quality of life, ... Read More

Market Research (EUROPEAN) - Industry Report

Jul 01, 2024  |  Published by: Plimsoll Publishing Ltd.  |  USD 1,000

... ABH MARKET RESEARCH GMBH, ACNIELSEN ROMANIA SRL and AGRIAL MANAGEMENT. This report covers activities such as market research, research, marketing, business, business research and includes a wealth of information on the financial trends over the ... Read More

Market Research (GLOBAL) - Industry Report

Jul 01, 2024  |  Published by: Plimsoll Publishing Ltd.  |  USD 1,500

... 4CASTGROUP AS, ACNIELSEN CZECH REPUBLIC, S.R.O. and AD PEPPER MEDIA FRANCE. This report includes a wealth of information on the financial trends over the past four years. Plimsoll Publishing’s latest Market Research (GLOBAL) analysis is ... Read More

Market Research (UK) - Industry Report

... ABA AUDITS LTD, ADAPTOS LTD and ALPHA RESEARCH LTD. This report covers activities such as market research, research, qualitative, marketing, quantitative and includes a wealth of information on the financial trends over the past four ... Read More

Plunkett's Consulting Industry Almanac 2024: Consulting Industry Market Research, Statistics, Trends and Leading Companies

Jun 21, 2024  |  Published by: Plunkett Research, Ltd.  |  USD 400

... shape strategy for business development, product development and investments. Key Features: Business trends analysis In-depth industry overview Technology trends analysis Forecasts Spending, investment, and consumption discussions In-depth industry statistics and metrics Industry employment numbers Additional ... Read More

Plunkett's Engineering & Research Industry Almanac 2024: Engineering & Research Industry Market Research, Statistics, Trends and Leading Companies

Jun 13, 2024  |  Published by: Plunkett Research, Ltd.  |  USD 400

... insights that can help shape strategy for business development, product development and investments. Key Features: Business trends analysis In-depth industry overview Technology trends analysis Forecasts Spending, investment, and consumption discussions In-depth industry statistics and metrics ... Read More

Plunkett's Real Estate & Construction Industry Almanac 2024: Real Estate & Construction Industry Market Research, Statistics, Trends & Leading Companies

Jun 07, 2024  |  Published by: Plunkett Research, Ltd.  |  USD 400

... Gain vital insights that can help shape strategy for business development, product development and investments. Key Features: Business trends analysis In-depth industry overview Technology trends analysis Forecasts Spending, investment, and consumption discussions In-depth industry statistics ... Read More

U.S. Tattoo Studios & Tattoo Removal Services: A Market Analysis

Jun 01, 2024  |  Published by: Marketdata LLC.  |  USD 995

... tattoo studios. The industry is estimated to be worth $4.5 billion, and is growing strongly. According to polls, 32% of American adults now have a tattoo, but some have regrets about getting them, thus opening ... Read More

Market Research & Public Opinion Polling in the UK - Industry Market Research Report

May 30, 2024  |  Published by: IBISWorld  |  USD 835

... compound annual rate of 1.9% to £5.3 billion. This is mainly due to falling business confidence caused by a combination of Brexit, the COVID-19 outbreak and rising inflation putting off business investment. However, the growing ... Read More

Plunkett's Restaurant, Hotel & Hospitality Industry Almanac 2024: Restaurant, Hotel & Hospitality Industry Market Research, Statistics, Trends and Leading Companies

May 27, 2024  |  Published by: Plunkett Research, Ltd.  |  USD 400

Market Research in China - Industry Market Research Report

May 24, 2024  |  Published by: IBISWorld  |  USD 1,095

... over the past five years. Several specialized local research enterprises have entered the market, fueled partly by increased foreign capital in the industry. Industry revenue is expected to grow at a CAGR of 5.5% over ... Read More

Plunkett's Apparel, Shoes & Textiles Industry Almanac 2024: Apparel, Shoes & Textiles Industry Market Research, Statistics, Trends and Leading Companies

May 16, 2024  |  Published by: Plunkett Research, Ltd.  |  USD 400

United Arab Emirates In-depth PESTLE Insights

May 15, 2024  |  Published by: MarketLine  |  USD 350

... to support trend analysis. Synopsis Understand the political system in UAE through analysis of key figures in the country and governance indicators. Understand the economic situation in UAE through a balanced assessment of core macroeconomic ... Read More

Plunkett's Advertising & Branding Industry Almanac 2024: Advertising & Branding Industry Market Research, Statistics, Trends and Leading Companies

May 11, 2024  |  Published by: Plunkett Research, Ltd.  |  USD 400

Plunkett's Cybersecurity, Digital ID & Online Fraud Industry Almanac 2024: Cybersecurity, Digital ID & Online Fraud Industry Market Research, Statistics, Trends and Leading Companies

Apr 26, 2024  |  Published by: Plunkett Research, Ltd.  |  USD 400

... & Online Fraud Industry. Gain vital insights that can help shape strategy for business development, product development and investments. Key Features: Business trends analysis In-depth industry overview Technology trends analysis Forecasts Spending, investment, and consumption ... Read More

Oil and Gas Field Machinery and Equipment Manufacturing (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 333132

Apr 23, 2024  |  Published by: Plunkett Research, Ltd.  |  USD 2,495

... Metrics, Benchmarks Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 333132 Vital industry-specific data including metrics, benchmarks, historic numbers, growth rates and forecasts that will save countless hours of ... Read More

Consumer Electronics Manufacturing, Including Audio and Video Equipment, Stereos, TVs and Radios (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 334310

... TVs and Radios Industry (U.S.): Analytics, Extensive Financial Metrics, Benchmarks Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 334310 Vital industry-specific data including metrics, benchmarks, historic numbers, growth rates ... Read More

Utilities Construction, including Pipelines, Water & Sewer Systems, Telecommunications Lines and Systems and Electric Power Lines and Systems (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 237100

... Pipelines, Water & Sewer Systems, Telecommunications Lines and Systems and Electric Power Lines and Systems Industry (U.S.): Analytics, Extensive Financial Metrics, Benchmarks Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, ... Read More

Highway, Street, Tunnel & Bridge Construction (Infrastructure) (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 237310

... Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 237310 Vital industry-specific data including metrics, benchmarks, historic numbers, growth rates and forecasts that will save countless hours of research. Key ... Read More

Copper, Nickel, Gold and Other Nonferrous Metal (except Aluminum) Processing and Production (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 331400

... Processing and Production Industry (U.S.): Analytics, Extensive Financial Metrics, Benchmarks Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 331400 Vital industry-specific data including metrics, benchmarks, historic numbers, growth rates ... Read More

Metal Fabrication and Machining (Including Forgings, Machine Shops, Boiler and Heat Exchanger Manufacturing) (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 332000

... Boiler and Heat Exchanger Manufacturing) Industry (U.S.): Analytics, Extensive Financial Metrics, Benchmarks Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 332000 Vital industry-specific data including metrics, benchmarks, historic numbers, ... Read More

Mining Equipment and Oil and Gas Field Equipment Manufacturing (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 333130

... Extensive Financial Metrics, Benchmarks Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 333130 Vital industry-specific data including metrics, benchmarks, historic numbers, growth rates and forecasts that will save countless ... Read More

Computer Manufacturing, Including PCs, Laptops, Mainframes and Tablets (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 334111

... Metrics, Benchmarks Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 334111 Vital industry-specific data including metrics, benchmarks, historic numbers, growth rates and forecasts that will save countless hours of ... Read More

Construction Equipment and Machinery Manufacturing (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 333120

... Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 333120 Vital industry-specific data including metrics, benchmarks, historic numbers, growth rates and forecasts that will save countless hours of research. Key Findings: Construction Equipment and ... Read More

Refined Petroleum and Coal Products (except Asphalt Paving and Roofing Materials) (U.S.): Analytics, Extensive Financial Benchmarks, Metrics and Revenue Forecasts to 2030, NAIC 324190

... Materials) Industry (U.S.): Analytics, Extensive Financial Metrics, Benchmarks Against Averages and Top Companies Within Its Industry, and Revenue Forecasts to 2030, NAIC 324190 Vital industry-specific data including metrics, benchmarks, historic numbers, growth rates and forecasts ... Read More

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Get facts and insights on topics that matter, jul 5, 2024 | artificial intelligence, global weekly interest in generative ai on google searches 2022-2024.

As of June 2024, global searches for the keyword "generative AI" had experienced an increase in the previous year. The search terms for generative artificial intelligence surged in popularity from mid-February to early March 2024, hitting a score of 100 index points in the week ending March 3. Interest in "generative AI" frequently coincides with  searches for ChatGPT , an AI chatbot model developed by the United States-based research company OpenAI.

Jul 7, 2024 | Elections

French election 2024: seats won per coalition in the second round on july 7, 2024.

Not only were the French legislative elections of 2024 one of the most unexpected elections of the year, but they also returned one of the most unexpected results. The elections were called when President Macron dissolved the French parliament following the surge in support for the far-right party, the National Rally, in the European Parliamentary elections in early June. The first round of voting took place on June 30, with the National Rally coming out ahead with the largest vote share, at 29 percent, while Macron's party (around twenty percent) was the third most popular party behind a new left-wing alliance called the New Popular Front (28 percent).

Due to the French electoral system , this meant that many more races than usual went to a second round of voting on July 7. The results of this, however, saw the New Popular Front emerge as the most popular coalition, with 182 seats. The Ensemble Alliance also moved into second place, while the National Rally was in third. However, as no coalition has won the 289 seats required to establish a ruling majority, the assembly is in a deadlock, and it remains to be seen whether these parties will merge to form a government, and who the new French Prime Minister may be.

Jul 4, 2024 | Online Video & Entertainment

Youtube: most subscribed channels 2024.

MrBeast made the first place in the ranking of the most-subscribed YouTube channels in June 2024. With 296 million subscribers, the U.S. based videographer and internet personality managed to surpass Indian music network T-Series, which held the number one place for several years, and sat at 268 million subscriber as of the examined period.

YouTube was launched in 2005 as a platform for sharing user-generated videos such as vlogs, tutorials, or original series. The site grew rapidly and reportedly had 100 million video views per day and more than 65 thousand daily uploads only a year later. As of February 2020, more than 500 hours of video were uploaded to YouTube every minute , up from a mere 24 hours of content uploads per minute in 2010.

In the third quarter of 2022, YouTube’s ad revenue amounted to over seven billion U.S. dollars. Through its Partner Program, YouTube also rewards uploaders of popular videos with a share of the advertising revenues the content generates. This, paired with the fact that many users of the video sharing platform tend to have favorite channels that they revisit regularly, has given rise to another phenomenon: YouTube celebrities. Although some of these well-known figures were discovered on the website but then carved a successful career outside of YouTube, for many others the site is their primary platform for delivering content and staying in contact with fans, all while signing lucrative deals or promotional partnerships.

In November 2022, MrBeast surpassed long-standing most subscribed YouTuber PewDiePie, having reached approximately 112 million subscribers. Due to the high number of subscribers and even higher number of views, these out-of-the-box stars not only have millions of fans, but also considerable earnings from their YouTube activities. In 2021, MrBeast was estimated to have earned around 54 million U.S. dollars, topping the ranking of the highest-earning YouTube creators . The ranking also included social media personality Jake Paul and Mark Fischbach, as well as Ryan Kaji from Ryan's World (formerly known as ToysReview), who started his YouTube career reviewing toys at three years old.

Jul 2, 2024 | Mobile Gaming

Mobile games with highest iap revenue worldwide 2024.

The world of video gaming is very diverse, ranging from mobile gaming to PC gaming and console gaming. Over the past years, there has been an increase in downloads and mobile game usage among kids as well as adults which has, in turn, led to an increase in mobile gaming revenue. One of the most popular mobile games of 2024 so far was Monopoly Go!, which grossed more than 686 million U.S. dollars worldwide. The highest-grossing mobile game of 2024 was Chinese MOBA title Honor of Kings.

Jul 4, 2024 | Government Finances

U.s. treasury securities major foreign holders 2024.

As of April 2024, Japan held United States treasury securities totaling about 1.15 trillion U.S. dollars. Foreign holders of United States treasury debt According to the Federal Reserve and U.S. Department of the Treasury, foreign countries held a total of eight trillion U.S. dollars in U.S. treasury securities as of January 2024. Of the total held by foreign countries, Japan and Mainland China held the greatest portions, with China holding 797.7 billion U.S. dollars in U.S. securities. Other foreign holders included oil exporting countries and Caribbean banking centers. The U.S. public debt In 2022, the United States had a total public national debt of 30.9 trillion U.S. dollars, an amount that has been rising steadily, particularly since 2008. In 2022, the total interest expense on debt held by the public of the United States reached 497 billion U.S. dollars, while 227 billion U.S. dollars in interest expense were intragovernmental debt holdings. Total outlays of the U.S. government were 6.37 trillion U.S. dollars in 2022. By 2028, spending is projected to reach eight trillion U.S. dollars.

Jul 2, 2024 | Employment

U.s. monthly job openings 2022-2024.

By the last business day of May 2024, there were about 8.14 million job openings in the United States. This is a slight increase from the previous month, when there were 7.92 million job openings. The data are seasonally adjusted. Seasonal adjustment is a statistical method for removing the seasonal component of a time series that is used when analyzing non-seasonal trends.

Jul 2, 2024 | Passenger Cars

Top car makes by volume sales in china in 2023.

Concerning the ten selected segments, the segment Volkswagen has the most sold vehicles with 2,240,139 vehicles. Contrastingly, Baojun is ranked last, with 106,473 vehicles. Their difference, compared to Volkswagen, lies at 2,133,666 vehicles. Find more statistics on other topics: a comparison of the indicator 'vehicle sales by segment' in Estonia and a comparison of the indicator 'vehicle sales by segment' in Hungary . The Statista Market Insights cover a broad range of additional markets.

Jul 1, 2024 | Consumer Goods & FMCG

Size of fmcg market in india 2007-2027.

In 2020, India's FMCG market size was about 110 billion U.S. dollars, a significant increase from the previous year. The online FMCG market was estimated to reach over 615 billion dollars in 2027. FMCG Industry in India Fast Moving Consumer Goods (FMCG) - alternatively known as consumer packaged goods (CPG) are products that are sold quickly and generally consumed at a regular basis, as opposed to durable goods such as kitchen appliances that are replaced over a longer period of time. The FMCG industry primarily engages in production, distribution, and marketing of consumer packaged goods. This category is comprised of food and dairy products, pharmaceuticals, consumer electronics , household products, packaged food products, and many others. Trends in FMCG Industry The fast-moving consumer goods sector is an important contributor to India's GDP . India's FMCG sector is the fourth largest sector in the economy, creating employment for more than three million people. Its principal constituents are household care, personal care, and food and beverages. The market is expected to maintain a high growth rate as the population (particularly the middle class and rural segments) converts to branded products. In 2023, retail e-commerce sales in India generated 51 billion U.S. dollars . That figure is expected to increase to over 100 billion U.S. dollars by 2029.

Jul 3, 2024 | Banks

Number of banks in europe 2024, by country.

As of May 2024, there were a total of 4,886 banks operating in the European Union. Across Europe, approximately 1.8 million individuals were employed by credit institutions , with some bank employees looking after more than two hundred customers each.

In 2024, Germany had almost 1,000 more banks operating than any other European country, despite a steady downward trend for years . Germany has three main types of banks, which includes Commercial, savings (or Sparkassen) and Cooperative banks. The German banking industry had total assets worth more than 10.8 trillion euros in 2023. 

In 2023, HSBC was the largest bank in Europe , in terms of market capitalization. The British headquartered bank also led the European banking sector in terms of assets and tier one capital. The UK giant also ranked first in terms of revenue .

Jul 2, 2024 | Travel, Tourism & Hospitality

Most visited latin american countries 2023.

Mexico was the most visited destination by international tourists in Latin America in 2023, surpassing 42 million tourist arrivals in that year. In the second place, but far behind, was the Dominican Republic. A global tourism powerhouse By developing airport infrastructure and calibrating new direct flights, Mexico has set international tourism high on its priorities list. At the forefront of Mexico's spike in international tourism is the FONATUR, or Mexico's National Fund for Tourism Development. The tourism body worked in the expansion of Cancun's airport and other four key tourist airports in the country. Plus, Mexico City's airport added new international direct flights in the 2010s, resulting in being rated as the best internationally connected airport in Latin America in 2019. With this and other developments in this sector, the North American country managed to rank among the top 20 destinations in the Travel and Tourism Competitiveness Ranking that year. South America's tourism leader Through its geographically diverse landscape and globally recognized wine industry, Argentina has grown its international tourism sector. The influx of foreign visitors to Argentina can in some way be attributed to the country's air-travel infrastructure. The national air carrier, Aerolineas Argentinas, was one of the top airline operating in Latin America in 2019 . That same year, passenger traffic to Argentinian airports grew by four percent. Though in April 2020, in the outbreak of the COVID-19 pandemic, the arrival of international air travel tourists to Argentina came to a complete halt, ensuing a similar fate of the global tourism industry.

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A Guide on How to Create a Market Research Report

A market research report provides valuable insights into consumer behaviors, market trends, competitive analysis, and the overall health of specific industries.

This document serves as a roadmap for businesses to strategize effectively, identify new opportunities, and mitigate risks.

In this article, we will walk you through the essential components of a market research report, the steps to create one, and best practices to ensure that your findings are actionable and accurate.

What is a Market Research Report?

A market research report is a comprehensive document that gathers data about market conditions, customer preferences, competition, and other factors affecting an industry or business. It synthesizes primary and secondary research to present an analysis that helps companies make strategic decisions. The report covers various aspects, from demographic data and consumer surveys to industry trends and competitive dynamics.

Types of Market Research Reports

Market research reports can vary based on the objectives and the scope of the study. Here are some common types:

• Consumer Analysis Reports: Focus on customer demographics, preferences, and behavior to tailor products and marketing strategies.
• Competitive Analysis Reports: Evaluate the strengths and weaknesses of competitors within the market, offering insights into competitive advantages and potential opportunities.
• Industry Analysis Reports: Provide a broad overview of the industry, including trends, size, and growth forecasts.
• Product Testing Reports: Gather feedback from users about a new or existing product to inform product development and improvement.
• Brand Loyalty Reports: Analyze customer loyalty and satisfaction to help develop strategies to enhance customer retention.

What Does a Market Research Report Include?

A well-rounded market research report generally contains the following elements:

• Executive Summary: A concise overview of key findings and recommendations, allowing readers to quickly understand the report's essence.
• Introduction: Contextualizes the research, including objectives and questions that the report aims to address.
• Methodology: Describes the research methods used to collect data, whether through surveys, interviews, focus groups, or secondary data sources.
• Market Analysis: Detailed analysis of the market, including size, trends, growth patterns, and environmental factors.
• Competitive Landscape: Assessment of key players in the industry, their market share, strategies, and products.
• Customer Insights: Analysis of customer demographics, buying behaviors, preferences, and needs.
• Conclusions and Recommendations: Summarize the insights derived from the research and suggest actionable strategies based on the findings.

How to Create a Market Research Report in 5 Steps

Creating an effective market research report involves a structured approach:

• Define the Purpose: Clearly articulate what you want to achieve with the report. This will guide your research focus and methodology.
• Gather Information: Use both primary and secondary research to collect comprehensive data. Primary research could include surveys and interviews, while secondary research may involve reviewing existing studies, industry reports, and competitive data.
• Analyze Data: Interpret the data to identify patterns, insights, and correlations. Use statistical tools and software for accurate analysis.
• Draft the Report: Organize the findings in a structured format. Start with the executive summary, followed by the introduction, methodology, detailed findings, and conclusions.
• Review and Revise: Ensure the report is clear, accurate, and free from bias. It may be helpful to have peers or stakeholders review the document before finalizing it.

Best Practices for Creating a Market Research Report

To enhance the effectiveness of your market research report, consider these best practices:

• Stay Objective: Maintain impartiality to ensure the report is unbiased and reliable.
• Use Visuals: Incorporate charts, graphs, and infographics to make data easier to understand and more engaging.
• Keep It Concise: Be clear and concise, avoiding overly complex language or excessive detail that may distract from the key insights.
• Segment the Data: Provide segmented analysis to offer more detailed insights into different customer groups or market segments.
• Update Regularly: Market conditions change rapidly, so it’s important to update your reports periodically to keep them relevant.

Create a Market Research Report Using Tome

Presenting your market research effectively is key to influencing strategic decisions.

With Tome, you can effortlessly craft detailed, insightful presentations that communicate complex data in an understandable and engaging manner.

Start leveraging Tome today to enhance the impact of your market research reports and drive meaningful action.

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The Ultimate Guide to Market Research: Types, Benefits, and Real-World Examples

Team Fratzke

Today's consumers hold a lot of power when making purchase decisions. With a quick inquiry in a search engine or search bar within a social media platform, they can access genuine reviews from their peers without relying on sales reps.

Considering this shift in consumer behavior, adjusting your marketing strategy so it caters to the modern-day buying process is essential . To achieve this, you must thoroughly understand your target audience, the market you operate in, and the factors influencing their decision-making.

This is where market research can be leveraged so you stay current with your audience and industry. 

Article Overview

In this article, we’ll walk you through everything you need to know about how to conduct market research, including:

• Why market research is essential for understanding your target audience, the market you operate in, and factors influencing decision-making
• What are the different types of market research, such as primary and secondary market research
• How to collect information about your customers and target market to determine the success of a new or existing product, improve your brand, and communicate your company's value
• Real-world examples of companies leveraging market research

What is market research?

Market research is a necessary process that involves collecting and documenting information about your target market and customers. This helps you determine the success of a new product, improve an existing one, or understand how your brand is perceived. You can then turn this research into profits by  developing marketing strategies and campaigns to effectively communicate your company's value .

While market research can provide insights into various aspects of an industry, it is not a crystal ball that can predict everything about your customers. Market researchers typically explore multiple areas of the market, which can take several weeks or even months to get a complete picture of the business landscape.

Even by researching just one of those areas, you can gain better insights into who your buyers are and what unique value proposition you can offer them that no other business currently provides.

Of course, you can simply use your industry experience and existing customer insights to make sound judgment calls. However, it's important to note that market research provides additional benefits beyond these strategies. There are two things to consider:

• Your competitors also have experienced individuals in the industry and a customer base. Your immediate resources may equal those of your competition's immediate resources. Seeking a larger sample size for answers can provide a better edge.
• Your brand's customers do not represent the entire market's attitudes, only those who are attracted to your brand.

The market research services industry is experiencing rapid growth , indicating a strong interest in market research as we enter 2024. The market is expected to grow from approximately $75 billion in 2021 to $90.79 billion in 2025, with a compound annual growth rate of 5%. 

Your competitors have highly skilled individuals within the industry, meaning your available personnel resources are likely similar to those of your competitors. So what are you going to do to get ahead?

You’re going to do thorough market research, which is why seeking answers from a larger sample size is essential. Remember that your customers represent only a portion of the market already attracted to your brand, and their attitudes may not necessarily reflect those of the entire market. You could be leaving money on the table by leaving out untapped customers .

Why do market research?

Market research helps you meet your buyers where they are. Understanding your buyer's problems, pain points, and desired outcomes is invaluable as our world becomes increasingly noisy and demanding. This knowledge will help you tailor your product or service to appeal to them naturally. 

What’s even better is when you're ready to grow your business, market research can also guide you in developing an effective market expansion strategy.

Market research provides valuable insights into factors that impact your profits and can help you to :

• Identify where your target audience and current customers are conducting their product or service research
• Determine which competitors your target audience looks to for information, options, or purchases
• Keep up with the latest trends in your industry and understand what your buyers are interested in
• Understand who makes up your market and what challenges they are facing
• Determine what influences purchases and conversions among your target audience
• Analyze consumer attitudes about a particular topic, pain, product, or brand
• Assess the demand for the business initiatives you're investing in
• Identify unaddressed or underserved customer needs that can be turned into selling opportunities
• Understand consumer attitudes about pricing for your product or service.

Market research provides valuable information from a larger sample size of your target audience, enabling you to obtain accurate consumer attitudes. By eliminating any bias or assumptions you have about your target audience, you can make better business decisions based on the bigger picture. 

As you delve deeper into your market research, you will come across two types of research: primary and secondary market research . Simply put, think of two umbrellas beneath market research - one for primary and one for secondary research. In the next section, we will discuss the difference between these two types of research. That way, if you work with a market who wants to use them, you’ll be ready with an understanding of how they can each benefit your business.

Primary vs. Secondary Research

Both primary and secondary research are conducted to collect actionable information on your product. That information can then be divided into two types: qualitative and quantitative research. Qualitative research focuses on public opinion and aims to determine how the market feels about the products currently available. On the other hand, quantitative research seeks to identify relevant trends in the data gathered from public records. 

Let's take a closer look at these two types.

Primary Research

Primary research involves gathering first-hand information about your market and its customers. It can be leveraged to segment your market and create focused buyer personas . Generally, primary market research can be categorized into exploratory and specific studies.

Exploratory Primary Research

This type of primary market research is not focused on measuring customer trends; instead, it is focused on identifying potential problems worth addressing as a team. It is usually conducted as an initial step before any specific research is done and may involve conducting open-ended interviews or surveys with a small group of people.

Specific Primary Research

After conducting exploratory research, businesses may conduct specific primary research to explore issues or opportunities they have identified as necessary. Specific research involves targeting a smaller or more precise audience segment and asking questions aimed at solving a suspected problem. Specific primary research reveals problems that are unique to your audience so you can then offer a unique (and valuable) solution.

Secondary Research

Secondary research refers to collecting and analyzing data that has already been published or made available in public records. This may include market statistics, trend reports, sales data, and industry content you already can access. Secondary research really shines when you go to your competitors . The most commonly used sources of secondary market research include:

• Public sources
• Commercial sources
• Internal sources

Public Sources

When conducting secondary market research, the first and most accessible sources of information are usually free . That’s right–these public sources are free and at your fingertips so there’s no reason for you to not be checking them out and leveraging them for your own gain.

One of the most common types of public sources is government statistics. According to Entrepreneur, two examples of public market data in the United States are the U.S. Census Bureau and the Bureau of Labor & Statistics. These sources offer helpful information about the state of various industries nationwide including:

Commercial Sources

Research agencies such as Pew, Fratzke, Gartner, or Forrester often provide market reports containing industry insights from their own in-depth studies . These reports usually come at a cost if you want to download and obtain the information, but these agencies are experts at what they do, so the research is most likely valuable.

Internal Sources

Internal sources of market data can include average revenue per sale, customer retention rates, and other data on the health of old and new accounts. They are often overlooked when it comes to conducting market research because of how specific the data is; however, these sources can be valuable as they provide information on the organization's historical data.

By analyzing this information, you can gain insights into what your customers want now . In addition to these broad categories, there are various ways to conduct market research. Let’s talk about them.  

Types of Market Research

• Interviews (in-person or remote)

Focus Groups

• Product/ Service Use Research

Observation-Based Research

Buyer persona research, market segmentation research, pricing research.

• Competitive Analysis Research

Customer Satisfaction and Loyalty Research

Brand awareness research, campaign research.

Interviews can be conducted face-to-face or virtually, allowing for a natural conversation flow while observing the interviewee's body language. By asking questions about themselves, the interviewee can help you create buyer personas , which are made by using information about the ideal customer, such as:

• Family size 
• Challenges faced at work or in life 

And other aspects of their lifestyle. This buyer profile can shape your entire marketing strategy , from the features you add to your product to the content you publish on your website. Your target audience will feel that the marketing was made just for them and will be drawn to your product or service.

Focus groups are market research involving a few carefully selected individuals who can test your product, watch a demonstration, offer feedback, and answer specific questions. This research can inspire ideas for product differentiation or highlight the unique features of your product or brand that set it apart from others in the market.  This is a great market research option to gain specific feedback, which you can use to improve your services .

Product/Service Use Research

Product or service usage research provides valuable insights into how and why your target audience uses your product or service.  This research can help in various ways including:

•  Identifying specific features of your offering that appeal to your audience. 
• Allowing you to assess the usability of your product or service for your target audience. 

According to a report published in 2020, usability testing was rated the most effective method for discovering user insights, with a score of 8.7 out of 10. In comparison, digital analytics scored 7.7, and user surveys scored 6.4.

Observation-based research is a process that involves observing how your target audience members use your product or service. The way that you intended your product or service to be used may not be the actual way that it is used. Observation-based research helps you understand what works well in terms of customer experience (CX) and user experience (UX), what problems they face, and which aspects of your product or service can be improved to make it easier for them to use.

To better understand how your potential customers make purchasing decisions in your industry, it is essential to know who they are. This is where buyer persona research comes in handy. Buyer or marketing personas are fictional yet generalized representations of your ideal customers. They give you someone to whom you want your marketing efforts to empathize and move, even though they don’t really exist. 

Gathering survey data and additional research to correctly identify your buyer personas will help you to visualize your audience so you can streamline your communications and inform marketing strategy . Key characteristics to include in a buyer persona are:

• Job title(s)
• Family size
• Major challenges

Market segmentation research enables you to classify your target audience into various groups or segments based on specific and defining characteristics. This method allows you to understand their needs, pain points, expectations, and goals more effectively.

Pricing research can provide valuable insights about the prices of similar products or services in your market. It can help you understand what your target audience expects to pay for your offerings and what would be a reasonable price for you to set. Correct pricing is important because if you set it too high, consumers will go to your cheaper competitor; but if you set it too low, your consumers may become suspicious of your product or service and still end up with your competitor. This information allows you to develop a solid pricing strategy aligning with your business goals and objectives. 

Competitive Analysis

Competitive analyses are incredibly valuable as they provide a deep understanding of your market and industry competition. Through these analyses, you can gain insights like: 

• What works well in your industry 
• What your target audience is already interested in regarding products like yours
• Which competitors you should work to keep up with and surpass 
• How you can differentiate yourself from the competition

Understanding customer satisfaction and loyalty is crucial to encouraging repeat business and identifying what drives customers to return (such as loyalty programs, rewards, and exceptional customer service). Researching this area will help you determine the most effective methods to keep your customers coming back again and again. If you have a CRM system, consider further utilizing automated customer feedback surveys to improve your understanding of their needs and preferences.

Brand awareness research helps you understand the level of familiarity your target audience has with your brand. It provides insights into your audience members' perceptions and associations when they think about your business.This type of research reveals what they believe your brand represents. This information is valuable for developing effective marketing strategies, improving your brand's reputation, and increasing customer loyalty .

To improve your marketing campaigns, you need to research by analyzing the success of your past campaigns among your target audience and current customers. This requires experimentation and thoroughly examining the elements that resonate with your audience. By doing so, you can identify the aspects of your campaigns that matter most to your audience and use them as a guide for future campaigns. 

Now that you understand the different market research categories and types let's look at how to conduct your market research.  Using our expertise and experience, we’ve created a step-by-step guide to conducting market research.

How to Do Market Research (Detailed Roadmap)

• Define the problem or objective of the research. 
• Determine the type of data needed. 
• Identify the sources of data. 
• Collect the data. 
• Analyze the data. 
• Interpret the results. 
• Report the findings. 
• Take action based on the findings.

1. Define the problem or objective of the research

Defining the problem or objective of the research is the first step in conducting market research. This involves identifying the specific issue that the research is trying to address. It is essential to be clear and specific about the research problem or objective, as it will guide the entire research process.

2. Determine the type of data needed

After defining the research problem or objective, the next step is determining the data type needed to address the issue. This involves deciding whether to collect primary or secondary data. Primary data is collected directly from the source, while secondary data is collected from existing sources such as government reports or market research studies.

3. Identify the sources of data

Once the data type has been determined, the next step is identifying the data sources. This involves identifying potential sources of primary and secondary data that can be used to address the research problem or objective. Primary data sources can include surveys, focus groups, and interviews, while secondary data sources can include government reports, industry publications, and academic journals.

4. Collect the data

After identifying the data sources, the next step is to collect the data. This involves designing and implementing a data collection plan consistent with the research problem or objective. The data collection plan should specify the methods and procedures for collecting data, sample size, and sampling method.

5. Analyze the data

Once the data has been collected, the next step is to analyze the data. This involves organizing, summarizing, and interpreting the data to identify patterns, relationships, and trends. The research problem or objective should guide the data analysis process and be conducted using appropriate statistical methods and software.

6. Interpret the results

After analyzing the data, the next step is to interpret the results. This involves drawing conclusions from the data analysis and using the results to address the research problem or objective. It is essential to analyze the results objectively and to avoid making assumptions or drawing conclusions that are not supported by the data.

7. Report the findings

Try identifying common themes to create a story and action items.To make the process easier, use your favorite presentation software to create a report, as it will make it easy to add quotes, diagrams, or call clips.

Feel free to add your flair, but the following outline should help you craft a clear summary:

• Background: What are your goals, and why did you conduct this study?
• Participants: Who you talked to? A table works well to break groups down by persona and customer/prospect.
• Executive Summary: What were the most exciting things you learned? What do you plan to do about it?
• Key Findings: Identify the key findings using data visualizations and emphasize key points.
• Recommendations + Action Plan: Your analysis will uncover actionable insights to fuel strategies and campaigns you can run to get your brand in front of buyers earlier and more effectively. Provide your list of priorities, action items , a timeline, and its impact on your business.

8. Take action based on the findings

The final step in conducting market research is to take action based on the findings. This involves using the results to make informed decisions about the marketing strategy, product development, or other business decisions. It is important to use the findings to drive action and to monitor and evaluate the effectiveness of the action taken continuously.

How to Prepare for Market Research Projects

Identify a persona group to engage, prepare research questions for your market research participants, list your primary competitors.

The idea is to use your persona as a reference point for understanding and reaching out to your industry's audience members. Your business might cater to more than one persona, and that's completely acceptable! However, you must be mindful of each persona while strategizing and planning your content and campaigns. 

How to Identify the Right People to Engage for Market Research

When selecting a group on which to conduct market research , it is essential to consider individuals with the same characteristics as your target audience. 

If you need to research multiple target audiences, recruit separate groups for each one. Select people who have recently interacted with you by looking through social media for post interactions or seeing if they’ve made recent purchases from you.

If you are planning to conduct an evaluation, it is recommended that you focus on people who have completed it within the last six months. However, if you have a longer sales cycle or a specific market, you can extend the period up to a year. It is crucial to ask detailed questions during the evaluation, so the participants' experience must be fresh.

Gather a mix of participants

If you want to expand your customer base, you’re going to want to get viewpoints of your product or service from every angle. Consider getting this mix by recruiting individuals who have already purchased your product, those who have bought a competitor's product, and those who haven't purchased anything. While targeting your existing customers may be the easiest option, gathering information from non-customers can help you gain a more balanced market perspective .

We recommend taking the following steps to select a mix of participants:

• Create a list of customers who made a recent purchase . This is usually the most accessible group to recruit. If you have a CRM system with list segmentation capabilities, run a report of deals that closed within the past six months and filter it for the characteristics you're looking for. Otherwise, work with your sales team to get them a list of appropriate accounts.
• Create a list of customers who were in an active evaluation but didn't make a purchase. You should get a mix of buyers who either purchased from a competitor or decided not to purchase. Again, you can obtain this list from your CRM or your Sales team's system to track deals.
• Use social media to call for participants. Try reaching out to people who follow you on social media but decided not to buy from you. Some may be willing to talk to you and explain why they did not purchase your product.
• Leverage your network . Spread the word that you're conducting a study to your coworkers, former colleagues, and LinkedIn connections. Even if your direct connections don't qualify, some will likely have a coworker, friend, or family member who does.
• Choose an incentive to motivate participants to spend time on your study. If you're on a tight budget , you can reward participants for free by giving them exclusive access to content. 

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Preparation is key when conducting research in hopes of gaining productive and informative conversations. This involves creating a discussion guide, whether it is for a focus group, an online survey, or a phone interview. The guide should help you cover all the relevant topics and manage your time efficiently.

The discussion guide should be in an outline format, with an allocated time and open-ended questions for each section. All the questions must be open-ended, as asking closed questions may lead the interviewee to respond with a simple "yes" or "no" answer. You may need more detailed answers to make informed decisions, so be sure to ask follow-up questions as necessary.  Also leave out any leading questions as they may unintentionally influence the interviewee's response, skewing your research results.

It's essential to identify your competitors accurately and you may even have some hidden in plain sight.  There are some instances where your company's business division might compete with your main product or service, even though that company's brand might have a different focus. Take a look at Apple:  the company is known primarily for its laptops and mobile devices, but Apple Music competes with Spotify over its music streaming service.

From a content perspective, you might compete with a blog, YouTube channel, or similar publication for inbound website visitors — even though their products don't overlap with yours. An example of this is when a toothpaste company might compete with publications like Health.com or Prevention on specific blog topics related to health and hygiene, even though the magazines don't sell oral care products.

Here are a few ways to build your competitor list:

• Check your industry quadrant on G2 Crowd: This is a significant first step for secondary market research in some industries. G2 Crowd aggregates user ratings and social data to create "quadrants" that show companies as contenders, leaders, niche players, or high performers in their respective industries. G2 Crowd specializes in digital content, IT services, HR, e-commerce, and related business services.
• Download a market report: Companies like Forrester and Gartner offer free and gated market forecasts yearly on the vendors leading their industry. On Forrester's website, for example, you can select "Latest Research" from the navigation bar and browse Forrester's latest material using a variety of criteria to narrow your search. These reports are good assets to save on your computer.
• Use social media : Social networks can be excellent company directories if you use the search bar correctly. On LinkedIn, for example, select the search bar and enter the name of the industry you're pursuing. Then, under "More," select "Companies" to narrow your results to the businesses that include this or a similar industry term on their LinkedIn profile.

Identifying Content Competitors

Search engines can be beneficial when it comes to secondary market research . To identify the online publications competing with your business, start with the overarching industry term you identified earlier, and then come up with more specific industry terms that are related to your company . For example, if you run a catering business, you might consider yourself a "food service" company, as well as a vendor in "event catering," "cake catering," "baked goods," and so on.

Once you have this list, follow these steps:

• Google it: Running a search on Google for the industry terms that describe your company can be very beneficial. You may come across a mix of product developers, blogs, magazines, and other websites.
• Compare your search results against your buyer persona: Remember the persona you created during the primary research stage? You can use it to evaluate whether a publication you found through Google could steal website traffic from you. If the website's content aligns with what your buyer persona would want to see, it is a potential competitor and should be added to your list of competitors.

After a series of similar Google searches for the industry terms you identify with, look for repetition in the website domains that have come up.

When searching, examine the first two or three pages of results. These websites are considered reputable sources of content in your industry and should be monitored closely as you create your collection of videos, reports, web pages, and blog posts.

Market Research Examples

Mcdonald's focus on customer feedback and profiling.

McDonald's invests in developing a detailed consumer profile to attract and retain customers, including parents of young children who appreciate the family-friendly atmosphere and menus. The brand seeks feedback from customers through surveys and questionnaires in stores, social media, and its mobile app. It also monitors customer feedback on digital channels.

Nike's Extensive Research and Collaboration for Running Shoes Development

Nike invests heavily in creating running shoes that cater to the needs of its customers, which it determines through extensive market research and customer surveys. The brand goes to great lengths to understand its customers' preferences, such as the type of running surface, the distance they run, and their running style, to develop shoes that meet their specific needs.

In addition to customer surveys, Nike also collaborates with athletes to develop shoes that cater to their specific requirements. This research helps Nike improve its existing running shoe models and innovate new ones, ensuring that the brand stays ahead of the competition.

Disney employs focus groups that specifically cater to children to test out their new characters and ideas.

The Walt Disney Company invests millions of dollars in creating captivating stories tested for their effectiveness with children, the intended audience. Disney executives hold focus groups with preschoolers and kindergartners several times a year to gather their opinions and feedback on TV episodes, Disney characters, and more. 

This market research strategy is effective because children are the ultimate audience that Disney aims to please. The collected feedback helps the company improve existing content to meet the preferences of its audience and ensure continued success as a multi-billion dollar enterprise.

KFC tested its meatless product in specific markets before launching it nationwide.

In 2019, KFC began developing and testing a meatless version of its famous chicken. However, instead of immediately launching the product nationwide, they decided to test it in select stores in the Atlanta, Georgia area. 

This is an innovative and practical approach to market research, as it allows the company to determine the product's sales performance on a smaller scale before committing too many resources to it. If the meatless chicken fails to gain popularity in Georgia, KFC can make the necessary changes to the product before introducing it to the broader market.

Yamaha conducted a survey to determine whether to use knobs or sliding faders on the Montage keyboard.

Yamaha is a Japanese corporation that produces various products, from motorcycles to golf cars to musical instruments. When it began developing its new Montage keyboard, the team was unsure whether to use knobs or sliding faders on the product. 

To address this dilemma, Yamaha used Qualtrics to send a survey to their customers. Within just a few hours , they received 400 responses. By using survey feedback, Yamaha ensured that it was designing a product that would perfectly meet the preferences of its audiences.

The Body Shop used social listening to determine how to reposition brand campaigns based on customer feedback.

The Body Shop is a well-known brand that offers ethically sourced and natural products. They take pride in their core value of sustainability. The Body Shop team tracked conversations to understand the sustainability subtopics that were most important to their audiences. 

They found that their customers cared a lot about refills. Based on this information, the Body Shop team confidently relaunched their Refill Program across 400 stores globally in 2021, with plans to add another 400 in 2022. Market research confirmed that their refill concept was on the right track and also highlighted the need for increased efforts to demonstrate how much the Body Shop cares about its customers' values .

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The takeaway.

Fratzke Consulting offers a comprehensive suite of market research services to help brands gain valuable insights into their target market, competitors, and industry trends. Our expert team utilizes various primary and secondary research methods to gather accurate and unbiased data, including surveys, competitive research, and industry reports. With Fratzke Consulting, you'll have the tools to succeed in today's rapidly evolving business landscape.

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Market Research Reports

Market research reports are essential tools for businesses to understand their industry, target market, and competition. These reports provide in-depth analysis and insights into market trends, consumer behavior, and industry competition that can help businesses make informed decisions and develop effective strategies. In this article, we will explore why market research reports are crucial for business success, the types of market research reports available, their importance, key players in the market research report industry, and how to choose the right market research report for your business.

Table of Contents

Why Market Research Reports are Essential for Business Success

Market research reports are valuable resources that enable businesses to make informed decisions and develop effective strategies. These reports provide insights into consumer behavior, industry trends, and market competition, helping businesses to understand their target audience and develop effective marketing and advertising campaigns. Furthermore, market research reports can help businesses identify potential opportunities and challenges in their industry, allowing them to adapt their strategies accordingly.

Moreover, market research reports can also assist businesses in making important investment decisions. By analyzing market trends and consumer preferences, businesses can identify potential areas for growth and expansion. This information can be used to make informed decisions about where to allocate resources and invest in new products or services. Additionally, market research reports can help businesses stay ahead of the competition by providing insights into emerging trends and technologies, allowing them to innovate and stay relevant in their industry.

Types of Market Research Reports and their Importance

There are several types of market research reports, including industry analysis reports, consumer behavior reports, and competitive analysis reports. Industry analysis reports provide insights into market trends, industry growth, and the competitive landscape. Consumer behavior reports focus on consumer preferences, purchasing habits, and attitudes towards products and services. Competitive analysis reports provide insights into competitor strategies, market share, and positioning. All of these reports are essential for businesses seeking to gain a better understanding of their target market and competitors.

Another important type of market research report is the market segmentation report. This report helps businesses identify and understand different segments within their target market, such as age, gender, income, and geographic location. By understanding these segments, businesses can tailor their marketing strategies and product offerings to better meet the needs and preferences of each group.

Finally, market research reports can also include feasibility studies, which assess the viability of a new product or service. These reports analyze factors such as market demand, production costs, and potential revenue to determine whether a new product or service is worth pursuing. Feasibility studies can help businesses avoid costly mistakes and make informed decisions about new ventures.

Market Research Report Industry Overview

The market research report industry is a rapidly growing sector, fueled by the increasing demand for insights and analysis by businesses seeking to gain a competitive edge. According to a recent report by Grand View Research, the global market research report industry is expected to reach $107.05 billion by 2027, growing at a CAGR of 5.4% from 2020 to 2027.

This growth is being driven by several factors, including the rise of e-commerce and the increasing importance of data-driven decision making. As businesses continue to expand their online presence, they require more detailed information about their customers and competitors. Market research reports provide this information, allowing businesses to make informed decisions about their marketing, product development, and overall strategy.

Key Players in the Market Research Report Industry

Some of the key players in the market research report industry include Nielsen Holdings, Kantar Group, The NPD Group, Ipsos, and GfK SE. These companies provide a range of research and consulting services, including market research reports, data analysis, and strategic consulting services.

Nielsen Holdings is a global measurement and data analytics company that provides market research, audience measurement, and advertising effectiveness solutions. They offer insights into consumer behavior and media consumption across various platforms and industries.

Kantar Group is a data, insights, and consulting company that helps clients understand their markets and customers. They offer a range of services, including brand strategy, innovation, and customer experience management.

How to Choose the Right Market Research Report for Your Business

Choosing the right market research report for your business can be a daunting task, given the vast array of reports available. Some factors to consider when selecting a report include the research methodology used, the scope of the report, the level of detail provided, and the cost. It’s also essential to consider the relevance of the report to your business and industry, ensuring that the insights provided are actionable and relevant.

Another important factor to consider when choosing a market research report is the reputation of the research firm or organization that produced the report. It’s important to select a report from a reputable source to ensure that the data and insights provided are accurate and reliable. You can research the reputation of the firm by reading reviews, checking their credentials, and looking at their track record.

Additionally, it’s important to consider the format of the report. Some reports may be presented in a traditional written format, while others may include visual aids such as graphs, charts, and infographics. Depending on your preferences and needs, you may find that a report with more visual aids is easier to understand and more engaging to read.

The Cost of Market Research Reports

The cost of market research reports can vary depending on the scope and level of detail provided. Some reports can cost several hundred or even thousands of dollars, while others may be available for free or at a lower cost. However, the cost of market research reports should be viewed as an investment in the business’s growth and success, given the insights and strategic value they provide.

It is important to note that the cost of market research reports can also be influenced by the source of the report. Reports from well-established and reputable market research firms may be more expensive, but they often provide more comprehensive and reliable data. On the other hand, reports from lesser-known or newer firms may be less expensive, but the quality and accuracy of the data may be questionable. Therefore, it is crucial to carefully evaluate the source and credibility of the report before making a purchase decision.

How to Access and Interpret Market Research Reports

Market research reports can be accessed through various channels, including research firms, industry associations, and online marketplaces. Once you have obtained a report, it’s essential to interpret the insights and data provided in a way that is relevant to your business and industry. This may involve analyzing the data, identifying trends, and developing strategic recommendations based on the insights provided.

It’s important to note that not all market research reports are created equal. Some may be more comprehensive or relevant to your business than others. Before investing in a report, it’s important to evaluate its credibility and usefulness. This can be done by researching the reputation of the research firm or organization that produced the report, as well as reviewing the methodology and sample size used in the research. By carefully selecting and interpreting market research reports, businesses can gain valuable insights that can inform their strategic decision-making and improve their competitive position in the market.

The Impact of Technology on the Market Research Report Industry

The market research report industry has been significantly impacted by technological advancements in recent years. The use of big data and artificial intelligence has enabled more in-depth analysis and insights, while online marketplaces and platforms have made it easier for businesses to access and purchase reports. These technological advancements have also led to the development of new and innovative research methods, further enhancing the value of market research reports.

One of the most significant impacts of technology on the market research report industry is the ability to collect and analyze data in real-time. With the use of mobile devices and sensors, businesses can gather data on consumer behavior and preferences as they happen, providing more accurate and up-to-date insights. This has also led to the rise of predictive analytics, which uses machine learning algorithms to forecast future trends and behaviors based on historical data. As technology continues to evolve, the market research report industry will undoubtedly continue to adapt and innovate to meet the changing needs of businesses.

Trends in the Market Research Report Industry

Some of the trends in the market research report industry include the increasing use of artificial intelligence and predictive analytics, the growing demand for real-time data and insights, the use of social media analytics, and the rise of niche research firms specializing in specific industries or markets. These trends are likely to further reshape the industry in the coming years, providing new opportunities and challenges for businesses seeking to leverage market research reports.

Top Strategies for Using Market Research Reports to Grow Your Business

There are several effective strategies for using market research reports to grow your business, including using insights to develop targeted marketing campaigns, identifying new opportunities and potential growth areas, developing competitive strategies based on competitor insights, and identifying potential risks and challenges in the industry. Adopting these strategies can help businesses to develop more effective strategies and gain a competitive edge.

Common Mistakes to Avoid When Using Market Research Reports

Using market research reports can be a complex and challenging process, and there are several common mistakes that businesses should avoid. These include failing to select a relevant report, misinterpreting data or insights, using outdated reports, failing to consider the competition, and not investing adequate time and resources in analyzing and interpreting the insights provided. By avoiding these mistakes, businesses can ensure that they are getting the most value out of their market research reports.

Case Studies: Examples of Businesses that Used Market Research Reports Successfully

There are many examples of businesses that have used market research reports successfully to gain a competitive edge. For example, Apple used consumer behavior reports to understand customer preferences and develop products that met their needs and preferences. Amazon used industry analysis reports to identify potential growth areas and develop competitive strategies in the e-commerce industry. These examples highlight the importance of using market research reports to inform strategic decision-making and drive business growth.

Future Outlook for the Market Research Report Industry

The market research report industry is expected to continue growing in the coming years, driven by the increasing demand for insights and analysis by businesses seeking to gain a competitive edge. Technological advancements and the rise of niche research firms are likely to further reshape the industry, creating new opportunities and challenges. By leveraging market research reports effectively, businesses can gain insights and develop strategies that position them for success in an increasingly competitive marketplace.

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Global Data Center Trends 2024

Limited power availability drives rental rate growth worldwide.

June 24, 2024 20 Minute Read

Executive Summary

Data center insights & research.

Explore what’s next for digital infrastructure, including enterprise IT, networking and data center operations strategies—and what it means for corporate owners and users of data centers worldwide.

• A continued worldwide power shortage is significantly inhibiting the global data center market’s growth. Sourcing power is a top priority for operators across all regions (North America, Europe, Latin America and Asia-Pacific). Secondary markets with ample power should attract more data center investment.
• Vacancy rates continue to decline across most global markets due to strong demand. Singapore, the world's most power-constrained market, has only 7.2 MW of available capacity and a near record-low 1% vacancy rate.
• Large corporations face increasing difficulty securing data center capacity. Low supply, construction delays and power challenges are impacting all markets. For example, Querétaro, Mexico has only 0.6 MW available for lease.
• The worldwide power shortage continues to fuel price increases for data center capacity. In U.S. dollar terms, Singapore still has the highest rental rates at US$315 to US$480 per month for a 250- to 500-kW requirement, while Chicago still has the lowest at $155 to $165.
• Artificial intelligence (AI) advancements are projected to significantly drive future data center demand. High-performance computing will require rapid innovation in data center design and technology to manage rising power density needs.

All analysis in this report is based only on the four largest data center markets by inventory in each global region, as follows:

• North America: Northern Virgina, Dallas-Ft. Worth, Chicago and Silicon Valley.
• Europe: Frankfurt, London, Amsterdam and Paris.
• Latin America: Querétaro (Mexico), Sáo Paulo (Brazil), Santiago (Chile) and Bogotá (Colombia).
• Asia-Pacific: Singapore, Tokyo, Hong Kong and Sydney.

Inventory (MW)

North America Despite power supply issues, North American data center inventory grew by 24.4% year-over-year in Q1 2024, adding 807.5 MW across Northern Virginia, Chicago, Dallas and Silicon Valley. Northern Virginia led with 391.1 MW of new supply, due to demand from public cloud providers and AI companies. Local governments are addressing power constraints by simplifying permitting and integrating renewable energy into the grid.

Europe The European data center market grew by nearly 20% year-over-year in Q1 2024. There was significant development in all four major FLAP markets (Frankfurt, London, Amsterdam and Paris), with Paris leading at over 40% year-over-year growth. However, supply shortages persist across the continent, especially in core markets like Frankfurt. Preleasing new facilities is now common, indicating a need for ongoing investment in data center development. Power sourcing remains a key challenge.

Latin America The region's data center inventory grew by 15% year-over year in Q1 to 650.2 MW, with São Paulo accounting for 67% of the top four countries’ total inventory. Bogotá’s inventory grew the most at 25%.

Asia-Pacific The region’s data center inventory increased by 22% year-over year in Q1 to 2,996 MW. Tokyo, Sydney, Hong Kong and Singapore each contain well over a half-GW of live power capacity, despite tighter planning constraints in Singapore. The capacity pipeline is strong, with numerous developments under construction across the region.

Figure 1: Data Center Inventory by Market

North America North American data center vacancy rates hit new lows across major markets. Chicago led again with the biggest year-over-year decrease to 2.4% from 6.7%. Northern Virginia's vacancy rate decline closely followed, dropping to 0.9% from 1.8% the year prior despite an 18% increase in inventory over the same period.

Europe The FLAP markets' combined vacancy rate fell by 2 percentage points year-over-year in Q1 to 10.6%. Amsterdam had the largest decrease of nearly 8 percentage points to 11.5%. Despite expected new supply, the low vacancy rate should persist due to strong demand.

Latin America The region’s vacancy rate held steady year-over-year at 11.1%. Querétaro had the biggest decline (1.9 percentage points) to a record-low 1.2%. There is persistently strong regional demand, mainly from hyperscalers.

Asia-Pacific The vacancy rate slightly increased in Asia-Pacific due to many new project completions, with primary market vacancy rising to 16% from 13.5%. Hong Kong’s vacancy rate hit around 30% due to 195 MW of new 2023 supply amid softer leasing conditions. However, Singapore remained an extremely tight market with a vacancy rate of 1.0%.

Figure 2: Data Center Vacancy Rate by Market

Net absorption.

North America Public cloud providers and AI companies are driving strong demand for North American data centers. All four featured North American markets–Northern Virginia, Chicago, Dallas-Ft. Worth and Silicon Valley–had major year-over-year net absorption increases. Northern Virginia had the largest year-over-year increase at 407.4 MW. Chicago absorbed 218.7 MW, Dallas gained 140.2 MW and Silicon Valley secured 62.6 MW.

Europe Despite macroeconomic headwinds, Europe’s data center demand remains high. FLAP markets had a significant surge in net absorption, reaching a combined 487.6 MW from Q1 2023 to Q1 2024, nearly double the previous year’s absorption.

Latin America Latin America's data center demand continues to rise, with net absorption reaching 73.3 MW in Q1 2024. São Paulo, the region's leading market, absorbed 40.4 MW this year. Hyperscalers are expanding their regional presence, seeking reliable data center infrastructure for their growing needs.

Asia-Pacific Asia-Pacific leasing demand remains strong due to corporate and government digitization, and cloud services adoption. AI-related industries, particularly in Tokyo and Sydney, also show massive potential with multi-MW requirements. Singapore’s take-up increased despite supply constraints. Net absorption in Hong Kong improved due to demand from mainland Chinese companies and multinational hyperscalers.

Figure 3: Data Center Net Absorption by Market, Q1 2023 to Q1 2024

Pricing & rental rates.

North America North American data center pricing is significantly accelerating due to supply shortages and high demand. Average asking rates for a typical 250- to 500-kW requirement across all four featured North American markets surged by 20% year-over-year, the highest global increase.

Europe European data center pricing continues increasing due to high demand and rising construction costs. Rental rates in key markets like Frankfurt and London have steadily climbed over the past 18 months. Frankfurt saw a steeper 15% increase, reflecting its status as one of the most expensive markets in Europe.

Latin America Latin America’s data center pricing shows a mixed picture this year. Overall rental rates are rising slightly from last year, with market-specific variations. For example, Bogotá saw an unexpected 8% year-over-year colocation rate decrease, possibly due to increased competition or a temporary market correction. Conversely, Santiago’s rental rates increased by 15%, reflecting strong demand and limited supply.

Asia-Pacific Asia-Pacific pricing has steadily increased due to strong demand and rising construction and operational costs, despite a relatively large amount of new inventory. Singapore, one of the most expensive global markets, is asking over US$300 per kW. Tokyo’s pricing has generally increased, with rates around US$200 per kW. Sydney’s pricing remains steady at US$195 despite significant new supply.

Figure 4: Monthly Pricing Range for 250-500kW (Min-Max) $USD Without Electricity Cost

Availability.

North America North American data center availability keeps tightening due to robust demand. Significant supply additions from Q1 2023 to Q1 2024 were quickly absorbed, further reducing leasing availability. Northern Virginia saw the largest decrease (-16.2 MW), followed by Chicago (-10.6 MW) and Dallas (-1.5 MW). Silicon Valley was the only major market with increased availability (+19 MW).

Europe Despite significantly increased data center supply across FLAP markets, leasing availability stayed relatively flat from Q1 2023 to Q1 2024 due to robust demand quickly absorbing new supply. Amsterdam had Europe’s largest decline, dropping to 65.4 MW from 98.6MW.

Latin America Latin America's data center availability modestly increased in 2024, largely due to more space in São Paulo, the region's largest market. São Paulo’s availability increased to 62.1 MW from 52.3 MW in Q1 2024. However, this growth remains slight, indicating that demand still exceeds new supply in many Latin American markets.

Asia-Pacific Leasing availability in Asia-Pacific slightly rose due to a wave of recently completed facilities, yet demand remains high. Many companies are opting for pre-commitments, absorbing a sizable portion of the new supply. Singapore remains supply-constrained, benefiting alternative markets. Overall, Asia-Pacific maintains a balanced supply-and-demand dynamic, facilitating strong conditions for market entry and expansion.

Figure 5: Data Center Availability by Market

North america featured markets, northern virginia.

Northern Virginia, the world’s largest data center market, increased its inventory by 391.1MW year-over-year despite Dominion Power’s power supply issues. Public cloud providers and AI companies leased most of the market’s space, resulting in a record-low 0.9% vacancy rate. Consequently, rental rates surged by 41.6% year-over-year as tenants secured leases pre-construction to meet capacity needs. The high electricity demand also boosted power costs by 20.8% year-over-year.

Opportunities:

Dominion Energy's current transmission line projects should boost power capacity by 2026, potentially easing existing limitations. This may encourage further data center development in the region.

Persistently low vacancy and preleasing activity indicate sustained demand. Developers may explore opportunities in surrounding areas such as Central Virginia (including Fredericksburg and Richmond), Maryland and neighboring Virginia counties.

Challenges:

Power supply issues remain despite progress on transmission line construction. Power availability and permitting processes dictate data center construction timelines.

Land scarcity in core counties such as Loudoun and Prince William may increase development costs. Additionally, extended timelines could reduce profit margins for some developers.

Dallas-Ft. Worth

Dallas-Ft. Worth has cemented its status as the nation’s second-largest colocation market, with 31.9% year-over-year inventory growth to 573 MW. Currently, it has a record 372.2 MW of data center space under construction, with 91.8% pre-leased. Limited supply is driving rental rates up across all requirement sizes. Hyperscale and AI companies’ continued interest is further fueling market growth.

The independent decision-making and faster development timelines of Texas' energy grid, ERCOT, give it a unique advantage over many other markets facing power and supply chain delays. Oncor Electric's available power further strengthens Dallas-Ft. Worth's appeal for data center development.

Increasing land prices in South Dallas over the past three years indicate strong developer and hyperscale interest in this area, signaling potential for further regional expansion.

Unprecedented preleasing and record-high construction levels raise questions about the market's ability to sustain current growth and meet future demand.

Available colocation space in Chicago is scarce, with a record-low 1.9% vacancy rate, due to high demand from hyperscalers, enterprise users and especially financial services companies. This limited supply and high demand led to a 33% increase in rental rates over the past year. The challenge of power procurement is driving data center development westward towards areas like Elk Grove, Northlake, Wood Dale, Hoffman Estates and Itasca. Meanwhile, established providers are strategically acquiring developed land near existing campuses for future expansion.

Limited land availability in core areas is driving exploration of new submarkets and redevelopment opportunities, offering a chance for innovative solutions.

Affordable development land is scarce and power procurement poses a significant challenge.

Silicon Valley

Public cloud providers continue to dominate the tech industry’s epicenter, setting a gross leasing absorption record in 2023. Most leases were full building takeovers by cloud service providers, whose cloud businesses are growing partly due to AI adoption. The 6.5% market vacancy is solely in second-generation space, mainly smaller 1-2MW suites, which struggle to meet market standards for performance and efficiency. Power constraints will limit new data center supply for the foreseeable future. Asking rental rates in the 250- to 500-kW range have reached $155 to $250 per kW, the highest in our report.

The constrained power grid has opened opportunities for new technology and alternative power sources like fuel cells or on-site generation systems, to alleviate the market’s supply crunch.

Several developers who purchased property to build a data center have been informed that they won’t receive utility power for over a decade. They must decide whether to wait, sell, reposition or pursue a less-common alternative power source.

EMERGING MARKET

Northern indiana.

Two major hyperscaler announcements this year highlighted Northern Indiana as a new data center frontier. Located near major Midwest cities, it’s become one of North America’s fastest-growing markets for new greenfield data center projects. Cities within a 300-mile radius, including Chicago, Toledo, Cincinnati, Detroit, Cleveland and Columbus, are fueling interest in new data center development. Power and land availability, along with tax incentives, are set to drive further growth in 2025.

Boise, Idaho

In 2022, a leading hyperscaler announced a major development in Kuna, near Boise, Idaho, sparking significant interest for data center development land. We anticipate ongoing development in this region due to Idaho Power’s prevalent hydropower, a new solar facility in Pleasant Valley, abundant land and minimal natural disaster risk.

Europe Featured Markets

Germany’s financial capital maintains the lowest vacancy rate (6%) of any primary market. Data center space is typically preleased before a facility opens, making it nearly impossible for many organizations to find space in this market. Remaining capacity is quickly leased, with Frankfurt’s absorption rate being the lowest of any FLAP market. CBRE expects the vacancy rate to drop below 5% this year.

Despite this low availability, organizations are not deterred. There is strong demand for data center space in Frankfurt, with hyperscalers and many enterprises seeking to grow their substantial presence in the metro market. Operators have responded by adding significant capacity to their pipeline and initiating construction for 2024 and 2025 projects.

However, any space in Frankfurt not already pre-leased will likely be swiftly leased. This situation is further complicated by the difficulties providers face in delivering supply due to issues with securing power, finding suitable land and obtaining the necessary construction permits.

Providing service to Frankfurt from nearby areas like Mainz, located west of Frankfurt, may present an opportunity for providers due to its proximity to hyperscaler availability zones.

Providers face more regulations, limiting available building areas and increasing their already high construction costs.

The British capital still attracts significant demand despite its supply shortage. Hyperscalers primarily drive demand in London’s western corridor but are seeking data center space further afield. Expected demand growth from start-ups, enterprises and GPU-as-a-service providers will likely be challenged by capacity scarcity, limited power availability and few local AI-ready data centers. Hyperscalers and enterprises may struggle to find available power in the largest submarkets. However, areas well outside of London’s main regions, with less data center concentration, may offer more options. Consequently, London’s development radius will likely expand, even after key electricity substation upgrades.

Providers who find a site with available power and proximity to hyperscaler availability zones are far likelier to lease space in a data center that can be built on it.

Securing power sources for data centers is increasingly challenging for providers, potentially driving hyperscalers to invest elsewhere due to the considerable difficulty of development.

Amsterdam, a top global connectivity hub and Europe’s third-largest market, remains a strategic region for international data transfer and peering. However, stringent data center regulations and limited power availability make building data centers more challenging. This has slowed development relative to other primary European markets. There is no new supply this year and 2023’s growth was lower than any other FLAPD market, except the much larger London. Year-over-year new supply declines and take-up are common in Amsterdam, like any other data center market after a strong year.

In the short-term, limited power availability will deter development and limit new supply delivery. Numerous markets face this same issue. Still, the expected 2025 completion of a key local electricity substation upgrade should boost future data center development, as Europe faces a need for available wholesale capacity.

Amsterdam is underrepresented in hyperscaler deployments. It’s imperative for operators to make Amsterdam appealing to hyperscalers, as they account for the vast majority of data center demand.

Attracting data center investment may be difficult for Amsterdam due to regulatory constraints such as a national moratorium on data centers with a maximum IT load of over 70MW.

Paris recently surpassed Amsterdam and Dublin in terms of growth. It is expected to become Europe’s third-largest market for total supply this year, after Frankfurt and London. Demand, pricing and construction costs are rising due to record levels of data center capacity being delivered to meet the growing requirements of hyperscalers.

Over the past two years, take-up has surged due to the top hyperscalers’ local cloud regions, with much expansion and new construction delivering space in South Paris last year. Major cloud providers now offer, or soon will, a “Sovereign Cloud” product aimed at French public sector organizations and other security-needy sectors like healthcare and financial services.

More hyperscaler business is obtainable if operators can overcome regulatory and labor law challenges to deliver ample new capacity this year. The potential success makes the risk worthwhile, considering the scale of hyperscaler deployments, particularly in South Paris.

Securing land and power for new developments is increasingly difficult, particularly in the North. The zoning restrictions initiated due to the 2024 Olympics have further complicated matters for providers and others aiming to build in the region.

Data center development in Madrid is expected to accelerate this year despite its relatively high vacancy rate. In contrast, it experienced a development slowdown last year, following a peak in 2022 when market supply nearly doubled. This vacant space surplus distinguishes Madrid from other secondary markets like Milan and Vienna.

Norway’s capital and largest city hosts a mix of retail and wholesale colocation data centers. It had 70MW of supply as of Q4 2023. It is one of Europe’s faster-growing markets due to available, affordable power and land, prompting significant construction of wholesale data center campuses in the broader region.

Latin America Featured Markets

Querétaro, mexico.

Querétaro, an internet backbone connecting Mexico City and the U.S., is a favored location for hyperscale development in Mexico. Its ample land, professional industrial park operators and easy road access make it ideal for new developments. Additionally, it hosts several banks and telecom companies.

The region already hosts cloud availability zones for Amazon Web Services and Microsoft, with the latter having recently opened. Odata, KIO and Ascenty have consistently expanded their presence here over recent years. However, power challenges have slowed new data center launches and expansions. Hopes for resolving these challenges by 2025 are fading, making 2026 a more likely timeline for energy solutions implementation.

Electrical infrastructure limitations hinder market growth but strong demand persists. Securing extra electrical capacity can give operators a significant advantage. Solid government support for the tech sector enhances this market’s appeal for data center investment. Furthermore, land costs remain attractive compared with other markets.

Power supply is the main challenge in the region, impacting Querétaro and other Mexican markets. There are many industrial parks but few have secure energy capacity. Those that do often charge high prices.

São Paulo, Brazil

São Paulo is Latin America’s primary data center market, boasting its largest data center campus under development. This market’s advantages include the country’s best connectivity, strong energy supply and power infrastructure, and proximity to many corporate headquarters and a high-skilled IT labor force. Furthermore, it has the country’s largest concentration of rapidly expanding data center retailers and wholesalers. Its clean energy sources, primarily hydroelectricity, are diversifying with increasing investments in solar and wind power, ensuring stable energy supply.

The market’s potential for AI workload deployment has been studied, taking its clean energy matrix and energy availability into account. Certain areas in Barueri and Osasco have attracted development interest for smaller demands, as land and energy availability diminish.

Space and energy constraints are forcing new development farther from the market’s core.

Santiago, Chile

The Santiago market is connected to several submarine cables through Valparaíso, including the US$400-million Humboldt submarine cable project, a public-private partnership with Google, set to launch in 2026 and link the country to Sydney. This diverse data center market—encompassing retail, hyperscale and public cloud providers—creates a strong ecosystem in a key Latin American country, despite its small size and population. With market vacancy at a record-low 1.1%, hyperscalers and public cloud providers are demanding more energy. Regulation has been widely discussed, with debates over data center permits and usage in different zones.

The connection to Australia should bring more demand. New companies will likely enter the market with the lowest vacancy rate in Latin America, despite recent project completions.

This is a challenging region for data center development, with just a few areas permitting construction. Water restrictions also contribute to the difficulties developers have faced.

Bogotá, Colombia

Bogotá's data center market approached the size of Querétaro's last year due to increasing demand for cloud services, data storage and digital transformation initiatives. Hyperscalers have expanded their regional presence and newcomers have launched data centers through powered shell acquisitions in the main Free Trade Zones. These zones offer tax benefits and strategic locations near main highways and industrial corridors. The market utilizes green energy, despite some transmission constraints.

Several established free trade zones in the city’s main industrial corridors offer financial benefits. Due to some project delays in the region, there are opportunities this year to acquire remaining land subject to tax benefits.

Some free trade zones are far from the city’s core, with only a few fiber paths. Additionally, establishing the energy infrastructure needed for hyperscale projects may delay data center delivery dates.

Rio de Janeiro, Brazil

Brazil’s second-largest market has consistently grown, delivering key hyperscale developments. As some industrial regions become saturated, new areas are emerging, prioritizing energy supply expansion.

Peru has garnered attention for its significant data center activity. The market is transitioning from telecom sites to a third-party focus, facilitated by the entry of international companies like Equinix and Odata.

Asia-Pacific Featured Markets

As a major regional data center hub, Singapore has consistently high demand. However, scarce new supply has led to a 1.0% vacancy rate. An upcoming 80-MW supply awarded from the Data Center-Call for Application (DC-CFA) and 58 MW from the recently announced Singtel Tuas DC will provide temporary relief, supporting market expansion. As new capacity development extends to neighboring markets like Johor and Batam, Singapore will remain the regional interconnection hub. Data center operators will shift focus from size to technology and sustainability, driven by the AI demand boom requiring higher rack density specifications and advanced cooling technology.

Singapore is a top Asia-Pacific market, enjoying political stability, robust digital infrastructure and connectivity, and a tech-friendly business environment. Its serious focus on technological innovation and decarbonization also make it a regional leader, as well as a springboard to many fast-growing Asia-Pacific countries.

Power constraints and government restrictions have limited new supply. Competition from nearby countries with cheaper land, development costs, taxes and utility provide alternative opportunities to operators, investors and customers. Singapore must form part of multi-market strategy to sustain its regional leadership.

This key Asia-Pacific data center market is experiencing strong interest from occupiers and investors. The demand is largely driven by public cloud providers that seek space in strategically located central Tokyo edge facilities, and AI-related companies, which target suburban locations. Greater Tokyo’s current vacancy rate is around 10% to 15%. Despite the expected completion of numerous data centers over the next few years, prices remain stable or are rising due to strong demand. The government promotes data center development in regional areas like Osaka, Fukuoka and Hokkaido as part of its “digital garden city nation" vision.

Tokyo, Japan’s telecommunications hub, is an established data center market with strong international connectivity. It’s currently experiencing high data center demand due to the growth and adoption of cloud services. The surge in AI-related deployments also offers opportunities for colocation/edge providers.

Limited land and power constraints increase costs and potentially delay new developments. Emerging competitors from decentralized locations such as Hokkaido and Kyushu offer alternative options for non-latency-critical AI deployments.

Hong Kong is a major connectivity and commercial hub, acting as a gateway to China. Recent data center supply has outpaced demand, causing an uptick in vacancy levels. Mainland Chinese companies and international hyperscalers drive most absorption. Hong Kong IT service providers have also boosted regional take-up. The current wave of supply is expected to persist until mid-2025, then taper off, allowing greater long-term supply-and-demand balance. Given the softer vacancy rates, the outlook for colocation pricing in the retail & enterprise sectors remains relatively subdued.

Large multinational and domestic hyperscalers have leveraged the high vacancy rate to secure large transactions over the past year. Despite challenges, Hong Kong’s political and environmental stability, along with its role as a regional commercial hub, continues to attract data center occupiers with new supply and competitive prices.

Geopolitical issues still affect multinational retail & enterprise companies’ data center plans in Hong Kong, impacting absorption. The slowing Chinese economy has also reduced activity from mainland Chinese occupiers, though they remain the main market participants. With limited new land and power supply, developers and operators might retrofit existing industrial buildings for supply after 2026.

As one of Asia-Pacific’s largest data center markets, Sydney continues to attract public cloud providers, operators and investors. The persistent demand for colocation capacity is driven by governmental and corporate shifts from traditional on-premises/enterprise models to colocation and cloud service solutions. Despite a slight softening in vacancy levels, the market has seen an influx of new colocation developments, which has increased supply and kept pricing stable. Future growth is expected to be driven by significant activity in the cloud, content, gaming and AI-related industries, necessitating greater use of liquid cooling technologies for intensive computing workloads. The continued expansion by U.S.-based public cloud providers will support Sydney’s and Australia’s data center ecosystem.

Sydney offers a robust data center market, attracting public cloud providers, content, gaming and AI-related industries. With growth constraints in other Asia-Pacific markets, Sydney offers a viable alternative for meeting regional data center demand.

Sydney’s large development pipeline may pressure vacancy levels in the short-to-medium term. Power accessibility remains a challenge, impacting development timelines.

Mumbai, India

Mumbai, India’s largest data center market, boasts over 600 MW of live capacity, comprising about 54% of the overall market. Inventory is expected to surge due to strong demand from banking, financial services and insurance companies, hyperscalers, and media segments supported by international/domestic network connectivity and the government. Generative AI deployments are also fueling demand. Both established domestic and global operators are expanding in the market. International investors planning major developments in Greater Mumbai (Navi Mumbai) include Blackstone, Digital Edge, Digital Connexion and Princeton Digital Group.

Seoul, South Korea

Greater Seoul’s total capacity of 605 MW makes it Korea’s largest data center market. Previously dominated by domestic telecoms and Korean companies, the market now welcomes many new facilities from international developers, expecting a two-thirds increase in supply by 2026. The government’s restrictions on power availability are causing developers to explore land outside of Greater Seoul. Most facilities are pre-leased to hyperscalers because customer demand is high, limiting remaining capacity for enterprise users.

Related Insights

2024 global data center investor intentions survey.

June 3, 2024

The data center sector's momentum is continuing this year, fueled by institutional investment and strong underlying fundamentals.

Data Center Growth Has Economic Ripple Effects

May 23, 2024

Digital infrastructure has never been more important to providing reliable connectivity for business, commerce and communication.

Europe Data Centres Figures Q1 2024

May 17, 2024

The demand for data centre space in Europe's five largest markets – Frankfurt, London, Amsterdam, Paris, and Dublin (FLAPD) – exceeded supply in Q1 2024. This demand is projected to grow to 440MW this year as hyperscalers, start-ups and enterprises seek space that can accommodate their cloud and AI-related needs. For a comprehensive analysis of the key data centre markets tracked by CBRE, read the full report.

Asia Pacific Data Centre Trends - Q1 2024

April 3, 2024

Despite a challenging economic environment, data centres remain in focus for the commercial real estate industry in Asia Pacific, with notable market developments across the region. This report explores key data centre investment trends and outlook for the sector in Asia Pacific, and offers insights into the data centre occupier and investment market in Australia, Hong Kong SAR, Japan, Singapore, India and Korea.

North America Data Center Trends H2 2023

March 6, 2024

Technological innovation is driving record demand despite power constraints.

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Market Moves Closer to Balance as Sellers Return and Buyers Balk (May 2024 Market Report)

Home value growth eases along with competition – price relief may be on the horizon.

Home sellers are returning to the market but finding buyers hesitating. Fresh listings of houses rose significantly over last year – outpacing sales and cooling buyer competition and home price appreciation. Zillow forecasts further price relief on the horizon – further injections of inventory and mortgage rates expected to stay elevated through the year should temper competition.

Inventory infusion

New listings from sellers took a significant step up in May, rising 8% month over month (a bit more than pre-pandemic averages) and 13% above last year’s extremely low pace. The effects of ‘rate lock,’ owners holding on to their existing homes and low-rate mortgages, appear to be lessening over time, even as most outstanding mortgages have a rate well below what’s currently being quoted on the market. A Zillow survey of recent sellers found a large majority (about 80%) were influenced by life events, such as getting married or having a child – not necessarily just by when financial conditions are optimal. 

But buyers aren’t matching sellers’ uptick in activity – sales in May [1] were 6% lower than last year’s already-low volume. This helped partially restock the housing shelves – the number of homes on the market rose 22% compared to last year’s near-record-low level. Inventory is still 34% below pre-pandemic levels, but that’s the smallest deficit in more than three years. 

Competition and appreciation ease

As a result, competition among buyers eased in May and home price appreciation cooled with it. Growth in the Zillow Home Value Index slowed from 4.4% year over year in April to 3.9% in May, while monthly appreciation ticked down from 1.2% in April to 0.8% in May. Home values are now 45% above what they were before the pandemic. 

Renters struggling to save up for a down payment may get a slight reprieve in the coming year. Zillow forecasts home values will end 2024 up 0.4% on the year, and tick down 1.4% through May 2025. 

What it means for buyers and sellers

Zillow’s Market Heat Index shows the nation is becoming a bit friendlier for buyers and is headed toward ‘neutral’ territory, but sellers still hold a slight advantage. Buffalo, Hartford and San Jose are the top markets for sellers among the 50 largest metro areas. New Orleans, Miami, Jacksonville and Memphis are all tilted toward buyers, giving those in the market better leverage in negotiations.  

Nationwide, nearly a quarter of all homes for sale received a price cut in May – the highest share in at least the last six years for this time of year. There’s a good chance that buyers can purchase a lingering property for less than list price. This environment makes experienced agents all the more valuable for both buyers and sellers – to find and negotiate deals for buyers, and to price and market properties correctly for sellers.

May 2024 Market Report

Home values.

The value of a typical home in the U.S. is $360,310. The typical monthly mortgage payment, assuming 20% down, is $1,931.

• Home values climbed month over month in all 50 of the nation’s largest metro areas in May. Gains were biggest in Buffalo (2.1%), Pittsburgh (1.9%), Cleveland (1.8%), San Jose (1.8%), and Hartford (1.7%).
• The smallest monthly appreciation was in Austin (0.2%), Tampa (0.3%), San Antonio (0.3%), Orlando (0.3%), and New Orleans (0.4%).
• Home values are up from year-ago levels in 46 of the 50 largest metro areas. Annual price gains are highest in San Jose (12.7%), Hartford (11.6%), San Diego (11.1%), Los Angeles (8.9%), and Boston (8.3%).
• Home values are down from year-ago levels in three major metro areas. The largest drops were in New Orleans (-5.9%), Austin (-4.1%), and San Antonio (-2.2%).
• The typical mortgage payment is up 11.3% from last year and has increased by 115.3% since pre-pandemic.

Inventory & new listings

• New listings increased by 7.9% month over month in May.
• There were 12.6% more new listings compared to last year.
• New listings are still 23.3% lower than pre-pandemic levels.
• Inventory (the number of listings active at any time during the month) in May increased by 7.4% from last month.
• There were 22.1% more listings active in May compared to last year.
• Inventory levels are 33.8% lower than pre-pandemic levels for the month –  the smallest deficit in more than three years. 

Price cuts & share sold above list

• 23.9% of listings in May had a price cut. That’s compared to 22.4% in April and 19.3% last May. 
• 33.3% of homes sold above their list price in April, up from 30.3% in March. In April 2023, 34.5% of homes sold for more than list price. 

Newly pending sales

• Newly pending sales held steady in May from the prior month.
• Newly pending sales decreased by 4.2% from last year.
• Median days to pending, the typical time from initial list date to pending status for homes that went under contract during a month, is at 13 days in May, which is unchanged from April.
• Median days to pending increased by three days from last year.
• Asking rents increased by 0.6% month over month in May. The pre-pandemic average growth for this time of year is 0.7%.
• Rents are now up 3.4% from last year.
• Rents fell, on a monthly basis, in just one major metro area – Birmingham (-0.3%). They held steady in Tampa (0%) and New Orleans (0%), and rose slightly in Louisville (0.1%) and Miami (0.1%).
• Rents are up from year-ago levels in 48 of the 50 largest metro areas. Annual rent increases are highest in Providence (7.1%), Hartford (7%), Louisville (6.4%), Cleveland (6.3%), and Buffalo (6%).

[1] Tracked by Zillow’s Sales Count NowCast

• Zillow Home Value and Home Sales Forecast (May 2024)

Higher Wages, Steady Rental Market Have Allowed Renters to Catch Their Breath (May 2024 Rental Market Report)

The Housing Market Eased off the Accelerator in April as Mortgage Rates Spiked (April 2024 Market Report)

Renters Need to Make $80,000 to Comfortably Afford the Typical U.S. Rental (April 2024 Rental Market Report)

• Mortgage Rates Slightly Higher This Week But Relatively Flat In June
• May 2024: New Home Sales Fell Despite Easing Mortgage Rates in May
• April 2024 S&P Case-Shiller Price Index: Home Price Growth Stalls Amid Rising Inventory
• May 2024 Housing Starts: New Construction Slows As Inventory Accumulates
• Buyers Need a $127,000 Down Payment to Afford a Typical Mortgage Payment
• Mortgage Rates Slightly Higher This Week But Trending Lower
• Affordability crisis: Housing Shortage Worsened Despite Pandemic Construction Boom
• Despite 7% Mortgage Rates, One in Seven Families Could Still Afford To Take On A New Mortgage
• Treasury Yields, Mortgage Rates Fall On Faster Than Expected Disinflation in May

Canada Office Figures Q2 2024

July 1, 2024

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Momentum building in office market as sublet space and downtown class a vacancy decline for consecutive quarters, executive summary.

• The Canadian office market reported 2.2 million sq. ft. of positive net absorption this quarter and was supported by pre-leased new supply deliveries. This is the first consecutive set of quarters with positive net absorption nationally since Q1 2020.
• Overall vacancy held at 18.5% and has remained in a narrow 30 basis point (bps) range for the last five quarters. The number of markets with improving downtown conditions continues to grow with seven cities noting either stable or declining vacancy.
• Downtown Class A product has seen two quarters of improvement with six of 10 markets posting improvements in Class A in Q2. Market bifurcation is expected to persist downtown where the delta between vacancy in Class A and B/C buildings has expanded to 850 bps.
• Sublet space has declined for a fourth consecutive quarter having shaved 2.1 million sq. ft. off from the peak seen a year ago in Q2 2023.
• 3.0 million sq. ft. of new supply was delivered in Q2 and is the highest single quarter of new supply since 2017. Paired with limited starts, the construction pipeline continues to ease and is currently at its lowest level since 2005.

Back-to-back quarters of positive net absorption

The Canadian office market reported positive net absorption once again this quarter, mostly due to the delivery of significantly pre-leased new supply downtown. This is the first consecutive set of quarters with positive net absorption nationally since Q1 2020.

Momentum has started to shift with eight of 10 markets posting positive absorption in Q2. This builds on the preceding three quarters which each had only half of markets posting gains.

The only market to experience significant slowing this quarter was London, with over 100,000 sq. ft. of negative net absorption. Nearly all of this softening came from its downtown market, which is facing acute challenges in its revitalization.

Of note, Q2 deliveries boosted absorption totals in Montreal and Toronto. Excluding this new supply, these two markets along with the national total would have been slightly negative this quarter.

Bifurcation between quality and commodity on display downtown

Class A product has now posted two quarters of improvement, dropping 30 bps this quarter. Six of 10 markets experienced declining downtown Class A vacancy in Q2. Meanwhile trophy assets, the top-tier within Class A, tightened by a remarkable 90 bps as the two fully-leased National Bank towers were added to inventory in Montreal.

The delta between vacancy in Class A and B/C buildings has continued to widen downtown and is currently 850 bps.

This market bifurcation is expected to persist, especially as tenants undergo flight-to-quality moves, leaving behind increasingly outdated product with little tenant interest to backfill.

Landlords looking to combat this divide between quality and commodity space are undergoing significant capital improvements and retrofits to help remain competitive and support the long-term appeal of their assets. As prime space availability tightens, demand will likely overflow to the next quality tier of buildings, especially those that are well-located and with in-demand amenities.

Office vacancy holding, for now, in narrow 30 bps range

Overall vacancy held at 18.5% nationally in the second quarter of 2024 and has remained in a narrow 30 bps range for the last five quarters. The suburbs experienced a 10 bps tightening, meanwhile, downtown vacancy has flattened at 19.4% for three consecutive quarters.

The number of markets with improving downtown conditions continues to grow with seven cities noting either stable or declining vacancy rates this quarter. Ottawa observed the largest market tightening (-50 bps) as tenants focused on relocating into better-amenitized buildings.

Suburban activity turned the page from Q1 as six of 10 cities posted market improvement. This was led by Ottawa (-160 bps), Edmonton (-110 bps) and Halifax (-100 bps).

Looking ahead, anticipated deliveries in the latter half of the year are only 39.5% pre-leased and, should this remain unchanged, would raise the current vacancy rate by 20 bps. The bulk of this impact will be felt in downtown Toronto.

A year of declining sublet space

Sublet space has declined for a fourth consecutive quarter having shaved 2.1 million sq. ft. off from the peak seen a year ago in Q2 2023. Currently 15.0 million sq. ft., this is the lowest level of sublease space nationally in nearly two years and is equal to 3.0% of existing inventory.

On a year-over-year basis, six markets have seen sublet space decrease, although most notably in Calgary, Ottawa and Edmonton which have, respectively, declined 110 bps, 90 bps and 70 bps.

In absolute terms, Calgary and Ottawa saw a marked improvement on a quarterly basis as sublets reduced by over 200,000 sq. ft. in each market. Toronto and Vancouver meanwhile saw more than 90,000 sq. ft. come off the market.

Options continue to diminish through a combination of leasing of best-in-class turnkey solutions and pulled sublet listings where tenant mandates have become clearer. In some instances, sublet spaces are transferring to direct.

How low can it go? Office construction at 19-year low

Office construction has fallen to 5.7 million sq. ft., its lowest level since 2005. Well-below the 10-year average of 14.6 million sq. ft., activity isn’t expected to substantially pick up again until tenants work through the current glut of vacant space. Tenant demand for best-in-class space could change this dynamic, however.

The pipeline is currently 39.4% pre-leased and dropped this quarter due to the delivery of mostly pre-leased new supply. Pre-lease commitments otherwise held stable.

Toronto and Vancouver are the only markets with over 1.0 million sq. ft. under construction. In Toronto most of this activity is located downtown versus Vancouver which is almost exclusively suburban.

Ottawa, Calgary, Halifax, Waterloo Region and Winnipeg meanwhile are building less than 75,000 sq. ft. apiece currently. With at most two projects underway in each market, these modest levels of construction reflect current tenant demand levels.

Highest single quarter of new supply deliveries since 2017

As has been the trend over the last few years, increasingly few new office buildings are moving forward, and if they are, they are not to the same scale as seen previously. Three projects commenced this quarter, each under 30,000 sq. ft. By comparison, the largest building currently under construction is the 1.4 million sq. ft. CIBC Square Phase II in Toronto which commenced construction in Q1 2021.

This softening pipeline of projects was paired with 3.0 million sq. ft. of new supply in Q2. This is the highest single quarter of new supply nationally since 2017.

Major deliveries this quarter included 160 Front Street W in Toronto, as well as the two National Bank towers in Montreal. Each of these buildings delivered either nearly or fully pre-leased.

Several projects are in the late stages of development and are nearing tenant fixturing. Delivery dates continue to be extended through a combination of factors.

Conversions continue with minimal impact to vacancy

Office conversions continue to move forward with 929,000 sq. ft. coming out of competitive inventory this quarter. In total, 10 projects commenced in Q2 across five markets.

The removal of this space had a minimal impact on reducing national office vacancy, however. Year-to-date conversions in 2024 have only aided in reducing vacancy by 10 bps.

A cumulative 6.0 million sq. ft. of former office product has begun conversion since 2021,  equal to 1.3% of inventory.

Office-to-residential conversion projects continue to comprise the majority of activity (60.5%). Of note, Vancouver has had a series of new office developments shift mid-construction to other uses. However, having never been occupied by office tenants, conversions of this nature are not captured in our national conversions total.

London is the latest city in Canada to roll out an office-to-residential incentive program with the city setting aside $10 million in grant money. Three properties in London were either greenlit or began the conversion process this quarter.

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  PRESS RELEASE:

Direct Mail Benchmark Report 2024 reveals 61% of marketers have increased direct mail investments in the last year

Source: SeQuel Response   |   Tue, 09 Jul 2024, 07:00:23 EDT

MINNEAPOLIS, Minn., July 9, 2024 (SEND2PRESS NEWSWIRE) — New industry research commissioned by SeQuel Response and conducted by ISG Research shows 61% of marketers have increased direct mail investments in the last year, up 12% from 2023 data.

The 2024 Direct Mail Marketing Benchmark Report provides an analysis of the current direct mail marketing landscape and its effectiveness, showcasing data collected from both B2B and B2C marketing leaders and consumers.

The full report is available at: https://www.sequeldm.com/directmailreport/ .

Pouring dollars into channels lacking clear targeting and messaging leads to flat results. Marketers are now focusing on direct response strategies proven to effectively reach audiences through personalized and impactful interactions. Direct mail, with its track record of delivering high response rates and conversions, continues to be a reliable and high-performing marketing channel.

Insights from the report indicate that both marketers and consumers continue to view direct mail as a potent tool for fostering deeper connections and enriching experiences:

• Despite a drop in 2023 volumes, confidence in direct mail remains : direct mail is showing greater growth investments than all other direct response advertising channels.
• Even in a digital world, direct mail remains both relevant and impactful : 96% of respondents have experienced improved or consistent direct mail performance over the last year.
• Marketers are increasingly weaving direct mail into their omnichannel strategies : 90% of respondents report that integration positively impacts campaign performance.
• Direct mail fights digital ad fatigue : 72% of consumers engage with mail each week – up 3% from last year.
• The mail channel is a firm consumer favorite : direct mail is the second most enjoyable form of advertising (second only to TV/video streaming).

About SeQuel Response:

SeQuel Response is the go-to direct response advertising agency for growth-oriented consumer brands looking to launch and rapidly scale their direct mail and digital marketing campaigns. SeQuel’s commitment to investing in clients’ success and shaping the future of direct response marketing continues to deliver exceptional results and position the agency as an industry leader. SeQuel is ranked as a top marketing agency in Minneapolis, Minnesota and has been named to the Inc. 5000 list of fastest growing private companies in the U.S.

Learn more at: https://www.sequeldm.com/ .

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Image caption: 2024 Direct Mail Marketing Benchmark Report.

### MEDIA ONLY CONTACT: (not for print or online) For any business and/or media inquiries, please contact Aimee Ranallo at 952-715-6312, or email her at [email protected].

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John Deere Officially Opens New Manufacturing Facility in Russia

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Apr 27, 2010, 09:00 ET

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MOSCOW , April 27 /PRNewswire-FirstCall/ -- Deere & Company (NYSE: DE ) officially opened its new manufacturing and parts distribution facility south of Moscow today in Domodedovo. The John Deere Domodedovo facility is the company's largest single investment to date in Russia . The facility will manufacture agricultural, construction and forestry machinery as well as distribute service parts in the region.

(Logo: http://www.newscom.com/cgi-bin/prnh/20030326/JOHNDEERELOGO )

" Russia has a tradition of embracing advanced equipment and modern agricultural and forestry management practices," said Deere & Company chairman and CEO Samuel R. Allen at the facility's grand opening ceremony. "These are critical to the health and development of large-scale farming and forestry. They also tend to be a good match for the capabilities of John Deere products."

The new facility at Domodedovo is open just nine months after John Deere first announced its plans at the Russia - U.S. Business Forum last summer. Deere received strong cooperation from the Russian Federal government, the Moscow Oblast, and the community of Domodedovo to open the factory within this short time frame.

Allen noted that most of the world's available arable land is already being farmed, that clean water is becoming increasingly scarce, and that infrastructure is needed in many parts of the world to bring crops and forestry materials to market.

" Russia has great advantages in all these areas and the potential to become one of the world's major food-producing regions," Allen said.

At the opening ceremony for the John Deere facility, Allen said Russia 's future holds "truly immense potential as a major provider of the renewable resources so vital to the world's economic and social well-being."

He added that Deere's future plans in Russia are supportive of the Russian government's objectives to boost the output of grains and other renewable resources and to make the farm and forestry sectors more commercially vibrant.

Deere has said that the new Domodedovo facility will include a new EurAsia Parts Distribution Center and manufacture products for the company's two major divisions, including large tractors and combines for use in agriculture and a series of products for use in construction and forestry. Both the parts distribution and manufacturing capabilities will help John Deere serve customers in Russia and throughout the Commonwealth of Independent States and in other nearby markets.

In his remarks at the grand opening, Allen said, Deere first sold products in Russia 100 years ago. Now, he said, in addition to the new Domodedovo location, John Deere has a manufacturing site in Orenburg, offices in St. Petersburg and Moscow and over 70 sales and service locations located in Russia .

John Deere is a world leader in providing advanced products and services for agriculture, forestry, construction, lawn and turf care, landscaping and irrigation. John Deere also provides financial services worldwide and manufactures and markets engines used in heavy equipment. Since it was founded in 1837, the company has extended its heritage of integrity, quality, commitment and innovation around the globe.

SOURCE Deere & Company

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Also from this source, deere & company raises quarterly dividend.

The Deere & Company (NYSE: DE) Board of Directors today declared a quarterly dividend of $1.35 per share payable November 8, 2023 to stockholders of...

Deere Reports Third Quarter Net Income of $2.978 Billion

Deere & Company (NYSE: DE) reported net income of $2.978 billion for the third quarter ended July 30, 2023, or $10.20 per share, compared with net...

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Elektrostal

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Elektrostal , city, Moscow oblast (province), western Russia . It lies 36 miles (58 km) east of Moscow city. The name, meaning “electric steel,” derives from the high-quality-steel industry established there soon after the October Revolution in 1917. During World War II , parts of the heavy-machine-building industry were relocated there from Ukraine, and Elektrostal is now a centre for the production of metallurgical equipment. Pop. (2006 est.) 146,189.

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Land use changes in the environs of Moscow

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Machine-Building Plant (Elemash)

• Location Elektrostal, Moscow Oblast
• Type Nuclear-Weaponization
• Facility Status Operational

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