market research and data

How to Do Market Research: The Complete Guide

Learn how to do market research with this step-by-step guide, complete with templates, tools and real-world examples.

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Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry.

What are your customers’ needs? How does your product compare to the competition? What are the emerging trends and opportunities in your industry? If these questions keep you up at night, it’s time to conduct market research.

Market research plays a pivotal role in your ability to stay competitive and relevant, helping you anticipate shifts in consumer behavior and industry dynamics. It involves gathering these insights using a wide range of techniques, from surveys and interviews to data analysis and observational studies.

In this guide, we’ll explore why market research is crucial, the various types of market research, the methods used in data collection, and how to effectively conduct market research to drive informed decision-making and success.

What is market research?

The purpose of market research is to offer valuable insight into the preferences and behaviors of your target audience, and anticipate shifts in market trends and the competitive landscape. This information helps you make data-driven decisions, develop effective strategies for your business, and maximize your chances of long-term growth.

Why is market research important? 

By understanding the significance of market research, you can make sure you’re asking the right questions and using the process to your advantage. Some of the benefits of market research include:

• Informed decision-making: Market research provides you with the data and insights you need to make smart decisions for your business. It helps you identify opportunities, assess risks and tailor your strategies to meet the demands of the market. Without market research, decisions are often based on assumptions or guesswork, leading to costly mistakes.
• Customer-centric approach: A cornerstone of market research involves developing a deep understanding of customer needs and preferences. This gives you valuable insights into your target audience, helping you develop products, services and marketing campaigns that resonate with your customers.
• Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
• Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
• Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
• Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

• Qualitative research
• Quantitative research
• Exploratory research
• Descriptive research
• Causal research
• Cross-sectional research
• Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

• Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
• Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
• Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

Here are the main characteristics of secondary market research:

• Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
• Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
• Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

• Surveys and questionnaires
• Focus groups
• Observational research
• Online research tools
• Experiments
• Content analysis
• Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

• Set clear objectives
• Identify your target audience
• Choose your research methods
• Use the right market research tools
• Collect data
• Analyze data 
• Interpret your findings
• Identify opportunities and challenges
• Make informed business decisions
• Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

• Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

• Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
• Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
• Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
• Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

• Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

• Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
• Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
• Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
• Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

• Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
• SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
• HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
• SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
• SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

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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 .

Free Market Research Kit

• SWOT Analysis Template
• Survey Template
• Focus Group Template

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

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.

Don't forget to share this post!

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Market research is a cornerstone of all successful, strategic businesses. It can also be daunting for entrepreneurs looking to launch a startup or start a side hustle . What is market research, anyway? And how do you…do it?

We’ll walk you through absolutely everything you need to know about the market research process so that by the end of this guide, you’ll be an expert in market research too. And what’s more important: you’ll have actionable steps you can take to start collecting your own market research.

What Is Market Research?

Market research is the organized process of gathering information about your target customers and market. Market research can help you better understand customer behavior and competitor strengths and weaknesses, as well as provide insight for the best strategies in launching new businesses and products. There are different ways to approach market research, including primary and secondary research and qualitative and quantitative research. The strongest approaches will include a combination of all four.

“Virtually every business can benefit from conducting some market research,” says Niles Koenigsberg of Real FiG Advertising + Marketing . “Market research can help you piece together your [business’s] strengths and weaknesses, along with your prospective opportunities, so that you can understand where your unique differentiators may lie.” Well-honed market research will help your brand stand out from the competition and help you see what you need to do to lead the market. It can also do so much more.

The Purposes of Market Research

Why do market research? It can help you…

• Pinpoint your target market, create buyer personas, and develop a more holistic understanding of your customer base and market.
• Understand current market conditions to evaluate risks and anticipate how your product or service will perform.
• Validate a concept prior to launch.
• Identify gaps in the market that your competitors have created or overlooked.
• Solve problems that have been left unresolved by the existing product/brand offerings.
• Identify opportunities and solutions for new products or services.
• Develop killer marketing strategies .

What Are the Benefits of Market Research?

Strong market research can help your business in many ways. It can…

• Strengthen your market position.
• Help you identify your strengths and weaknesses.
• Help you identify your competitors’ strengths and weaknesses.
• Minimize risk.
• Center your customers’ experience from the get-go.
• Help you create a dynamic strategy based on market conditions and customer needs/demands.

What Are the Basic Methods of Market Research?

The basic methods of market research include surveys, personal interviews, customer observation, and the review of secondary research. In addition to these basic methods, a forward-thinking market research approach incorporates data from the digital landscape like social media analysis, SEO research, gathering feedback via forums, and more. Throughout this guide, we will cover each of the methods commonly used in market research to give you a comprehensive overview.

Primary vs. Secondary Market Research

Primary and secondary are the two main types of market research you can do. The latter relies on research conducted by others. Primary research, on the other hand, refers to the fact-finding efforts you conduct on your own.

This approach is limited, however. It’s likely that the research objectives of these secondary data points differ from your own, and it can be difficult to confirm the veracity of their findings.

Primary Market Research

Primary research is more labor intensive, but it generally yields data that is exponentially more actionable. It can be conducted through interviews, surveys, online research, and your own data collection. Every new business should engage in primary market research prior to launch. It will help you validate that your idea has traction, and it will give you the information you need to help minimize financial risk.

You can hire an agency to conduct this research on your behalf. This brings the benefit of expertise, as you’ll likely work with a market research analyst. The downside is that hiring an agency can be expensive—too expensive for many burgeoning entrepreneurs. That brings us to the second approach. You can also do the market research yourself, which substantially reduces the financial burden of starting a new business .

Secondary Market Research

Secondary research includes resources like government databases and industry-specific data and publications. It can be beneficial to start your market research with secondary sources because it’s widely available and often free-to-access. This information will help you gain a broad overview of the market conditions for your new business.

Identify Your Goals and Your Audience

Before you begin conducting interviews or sending out surveys, you need to set your market research goals. At the end of your market research process, you want to have a clear idea of who your target market is—including demographic information like age, gender, and where they live—but you also want to start with a rough idea of who your audience might be and what you’re trying to achieve with market research.

You can pinpoint your objectives by asking yourself a series of guiding questions:

• What are you hoping to discover through your research?
• Who are you hoping to serve better because of your findings?
• What do you think your market is?
• Who are your competitors?
• Are you testing the reception of a new product category or do you want to see if your product or service solves the problem left by a current gap in the market?
• Are you just…testing the waters to get a sense of how people would react to a new brand?

Once you’ve narrowed down the “what” of your market research goals, you’re ready to move onto how you can best achieve them. Think of it like algebra. Many math problems start with “solve for x.” Once you know what you’re looking for, you can get to work trying to find it. It’s a heck of a lot easier to solve a problem when you know you’re looking for “x” than if you were to say “I’m gonna throw some numbers out there and see if I find a variable.”

How to Do Market Research

This guide outlines every component of a comprehensive market research effort. Take into consideration the goals you have established for your market research, as they will influence which of these elements you’ll want to include in your market research strategy.

Secondary Data

Secondary data allows you to utilize pre-existing data to garner a sense of market conditions and opportunities. You can rely on published market studies, white papers, and public competitive information to start your market research journey.

Secondary data, while useful, is limited and cannot substitute your own primary data. It’s best used for quantitative data that can provide background to your more specific inquiries.

Find Your Customers Online

Once you’ve identified your target market, you can use online gathering spaces and forums to gain insights and give yourself a competitive advantage. Rebecca McCusker of The Creative Content Shop recommends internet recon as a vital tool for gaining a sense of customer needs and sentiment. “Read their posts and comments on forums, YouTube video comments, Facebook group [comments], and even Amazon/Goodreads book comments to get in their heads and see what people are saying.”

If you’re interested in engaging with your target demographic online, there are some general rules you should follow. First, secure the consent of any group moderators to ensure that you are acting within the group guidelines. Failure to do so could result in your eviction from the group.

Not all comments have the same research value. “Focus on the comments and posts with the most comments and highest engagement,” says McCusker. These high-engagement posts can give you a sense of what is already connecting and gaining traction within the group.

Social media can also be a great avenue for finding interview subjects. “LinkedIn is very useful if your [target customer] has a very specific job or works in a very specific industry or sector. It’s amazing the amount of people that will be willing to help,” explains Miguel González, a marketing executive at Dealers League . “My advice here is BE BRAVE, go to LinkedIn, or even to people you know and ask them, do quick interviews and ask real people that belong to that market and segment and get your buyer persona information first hand.”

Market research interviews can provide direct feedback on your brand, product, or service and give you a better understanding of consumer pain points and interests.

When organizing your market research interviews, you want to pay special attention to the sample group you’re selecting, as it will directly impact the information you receive. According to Tanya Zhang, the co-founder of Nimble Made , you want to first determine whether you want to choose a representative sample—for example, interviewing people who match each of the buyer persona/customer profiles you’ve developed—or a random sample.

“A sampling of your usual persona styles, for example, can validate details that you’ve already established about your product, while a random sampling may [help you] discover a new way people may use your product,” Zhang says.

Market Surveys

Market surveys solicit customer inclinations regarding your potential product or service through a series of open-ended questions. This direct outreach to your target audience can provide information on your customers’ preferences, attitudes, buying potential, and more.

Every expert we asked voiced unanimous support for market surveys as a powerful tool for market research. With the advent of various survey tools with accessible pricing—or free use—it’s never been easier to assemble, disseminate, and gather market surveys. While it should also be noted that surveys shouldn’t replace customer interviews , they can be used to supplement customer interviews to give you feedback from a broader audience.

Who to Include in Market Surveys

• Current customers
• Past customers
• Your existing audience (such as social media/newsletter audiences)

Example Questions to Include in Market Surveys

While the exact questions will vary for each business, here are some common, helpful questions that you may want to consider for your market survey. Demographic Questions: the questions that help you understand, demographically, who your target customers are:

• “What is your age?”
• “Where do you live?”
• “What is your gender identity?”
• “What is your household income?”
• “What is your household size?”
• “What do you do for a living?”
• “What is your highest level of education?”

Product-Based Questions: Whether you’re seeking feedback for an existing brand or an entirely new one, these questions will help you get a sense of how people feel about your business, product, or service:

• “How well does/would our product/service meet your needs?”
• “How does our product/service compare to similar products/services that you use?”
• “How long have you been a customer?” or “What is the likelihood that you would be a customer of our brand?

Personal/Informative Questions: the deeper questions that help you understand how your audience thinks and what they care about.

• “What are your biggest challenges?”
• “What’s most important to you?”
• “What do you do for fun (hobbies, interests, activities)?”
• “Where do you seek new information when researching a new product?”
• “How do you like to make purchases?”
• “What is your preferred method for interacting with a brand?”

Survey Tools

Online survey tools make it easy to distribute surveys and collect responses. The best part is that there are many free tools available. If you’re making your own online survey, you may want to consider SurveyMonkey, Typeform, Google Forms, or Zoho Survey.

Competitive Analysis

A competitive analysis is a breakdown of how your business stacks up against the competition. There are many different ways to conduct this analysis. One of the most popular methods is a SWOT analysis, which stands for “strengths, weaknesses, opportunities, and threats.” This type of analysis is helpful because it gives you a more robust understanding of why a customer might choose a competitor over your business. Seeing how you stack up against the competition can give you the direction you need to carve out your place as a market leader.

Social Media Analysis

Social media has fundamentally changed the market research landscape, making it easier than ever to engage with a wide swath of consumers. Follow your current or potential competitors on social media to see what they’re posting and how their audience is engaging with it. Social media can also give you a lower cost opportunity for testing different messaging and brand positioning.

SEO Analysis and Opportunities

SEO analysis can help you identify the digital competition for getting the word out about your brand, product, or service. You won’t want to overlook this valuable information. Search listening tools offer a novel approach to understanding the market and generating the content strategy that will drive business. Tools like Google Trends and Awario can streamline this process.

Ready to Kick Your Business Into High Gear?

Now that you’ve completed the guide to market research you know you’re ready to put on your researcher hat to give your business the best start. Still not sure how actually… launch the thing? Our free mini-course can run you through the essentials for starting your side hustle .

About Mary Kate Miller

Mary Kate Miller writes about small business, real estate, and finance. In addition to writing for Foundr, her work has been published by The Washington Post, Teen Vogue, Bustle, and more. She lives in Chicago.

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What Is Market Research?

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

The Bottom Line

• Marketing Essentials

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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How to do market research in 4 steps: a lean approach to marketing research

From pinpointing your target audience and assessing your competitive advantage, to ongoing product development and customer satisfaction efforts, market research is a practice your business can only benefit from.

Learn how to conduct quick and effective market research using a lean approach in this article full of strategies and practical examples. 

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A comprehensive (and successful) business strategy is not complete without some form of market research—you can’t make informed and profitable business decisions without truly understanding your customer base and the current market trends that drive your business.

In this article, you’ll learn how to conduct quick, effective market research  using an approach called 'lean market research'. It’s easier than you might think, and it can be done at any stage in a product’s lifecycle.

How to conduct lean market research in 4 steps

What is market research, why is market research so valuable, advantages of lean market research, 4 common market research methods, 5 common market research questions, market research faqs.

We’ll jump right into our 4-step approach to lean market research. To show you how it’s done in the real world, each step includes a practical example from Smallpdf , a Swiss company that used lean market research to reduce their tool’s error rate by 75% and boost their Net Promoter Score® (NPS) by 1%.

Research your market the lean way...

From on-page surveys to user interviews, Hotjar has the tools to help you scope out your market and get to know your customers—without breaking the bank.

The following four steps and practical examples will give you a solid market research plan for understanding who your users are and what they want from a company like yours.

1. Create simple user personas

A user persona is a semi-fictional character based on psychographic and demographic data from people who use websites and products similar to your own. Start by defining broad user categories, then elaborate on them later to further segment your customer base and determine your ideal customer profile .

How to get the data: use on-page or emailed surveys and interviews to understand your users and what drives them to your business.

How to do it right: whatever survey or interview questions you ask, they should answer the following questions about the customer:

Who are they?

What is their main goal?

What is their main barrier to achieving this goal?

Pitfalls to avoid:

Don’t ask too many questions! Keep it to five or less, otherwise you’ll inundate them and they’ll stop answering thoughtfully.

Don’t worry too much about typical demographic questions like age or background. Instead, focus on the role these people play (as it relates to your product) and their goals.

How Smallpdf did it: Smallpdf ran an on-page survey for a couple of weeks and received 1,000 replies. They learned that many of their users were administrative assistants, students, and teachers.

Next, they used the survey results to create simple user personas like this one for admins:

Who are they? Administrative Assistants.

What is their main goal? Creating Word documents from a scanned, hard-copy document or a PDF where the source file was lost.

What is their main barrier to achieving it? Converting a scanned PDF doc to a Word file.

💡Pro tip: Smallpdf used Hotjar Surveys to run their user persona survey. Our survey tool helped them avoid the pitfalls of guesswork and find out who their users really are, in their own words. 

You can design a survey and start running it in minutes with our easy-to-use drag and drop builder. Customize your survey to fit your needs, from a sleek one-question pop-up survey to a fully branded questionnaire sent via email. 

We've also created 40+ free survey templates that you can start collecting data with, including a user persona survey like the one Smallpdf used.

2. Conduct observational research

Observational research involves taking notes while watching someone use your product (or a similar product).

Overt vs. covert observation

Overt observation involves asking customers if they’ll let you watch them use your product. This method is often used for user testing and it provides a great opportunity for collecting live product or customer feedback .

Covert observation means studying users ‘in the wild’ without them knowing. This method works well if you sell a type of product that people use regularly, and it offers the purest observational data because people often behave differently when they know they’re being watched. 

Tips to do it right:

Record an entry in your field notes, along with a timestamp, each time an action or event occurs.

Make note of the users' workflow, capturing the ‘what,’ ‘why,’ and ‘for whom’ of each action.

Don’t record identifiable video or audio data without consent. If recording people using your product is helpful for achieving your research goal, make sure all participants are informed and agree to the terms.

Don’t forget to explain why you’d like to observe them (for overt observation). People are more likely to cooperate if you tell them you want to improve the product.

💡Pro tip: while conducting field research out in the wild can wield rewarding results, you can also conduct observational research remotely. Hotjar Recordings is a tool that lets you capture anonymized user sessions of real people interacting with your website. 

Observe how customers navigate your pages and products to gain an inside look into their user behavior . This method is great for conducting exploratory research with the purpose of identifying more specific issues to investigate further, like pain points along the customer journey and opportunities for optimizing conversion .

With Hotjar Recordings you can observe real people using your site without capturing their sensitive information

How Smallpdf did it: here’s how Smallpdf observed two different user personas both covertly and overtly.

Observing students (covert): Kristina Wagner, Principle Product Manager at Smallpdf, went to cafes and libraries at two local universities and waited until she saw students doing PDF-related activities. Then she watched and took notes from a distance. One thing that struck her was the difference between how students self-reported their activities vs. how they behaved (i.e, the self-reporting bias). Students, she found, spent hours talking, listening to music, or simply staring at a blank screen rather than working. When she did find students who were working, she recorded the task they were performing and the software they were using (if she recognized it).

Observing administrative assistants (overt): Kristina sent emails to admins explaining that she’d like to observe them at work, and she asked those who agreed to try to batch their PDF work for her observation day. While watching admins work, she learned that they frequently needed to scan documents into PDF-format and then convert those PDFs into Word docs. By observing the challenges admins faced, Smallpdf knew which products to target for improvement.

“Data is really good for discovery and validation, but there is a bit in the middle where you have to go and find the human.”

3. Conduct individual interviews

Interviews are one-on-one conversations with members of your target market. They allow you to dig deep and explore their concerns, which can lead to all sorts of revelations.

Listen more, talk less. Be curious.

Act like a journalist, not a salesperson. Rather than trying to talk your company up, ask people about their lives, their needs, their frustrations, and how a product like yours could help.

Ask "why?" so you can dig deeper. Get into the specifics and learn about their past behavior.

Record the conversation. Focus on the conversation and avoid relying solely on notes by recording the interview. There are plenty of services that will transcribe recorded conversations for a good price (including Hotjar!).

Avoid asking leading questions , which reveal bias on your part and pushes respondents to answer in a certain direction (e.g. “Have you taken advantage of the amazing new features we just released?).

Don't ask loaded questions , which sneak in an assumption which, if untrue, would make it impossible to answer honestly. For example, we can’t ask you, “What did you find most useful about this article?” without asking whether you found the article useful in the first place.

Be cautious when asking opinions about the future (or predictions of future behavior). Studies suggest that people aren’t very good at predicting their future behavior. This is due to several cognitive biases, from the misguided exceptionalism bias (we’re good at guessing what others will do, but we somehow think we’re different), to the optimism bias (which makes us see things with rose-colored glasses), to the ‘illusion of control’ (which makes us forget the role of randomness in future events).

How Smallpdf did it: Kristina explored her teacher user persona by speaking with university professors at a local graduate school. She learned that the school was mostly paperless and rarely used PDFs, so for the sake of time, she moved on to the admins.

A bit of a letdown? Sure. But this story highlights an important lesson: sometimes you follow a lead and come up short, so you have to make adjustments on the fly. Lean market research is about getting solid, actionable insights quickly so you can tweak things and see what works.

💡Pro tip: to save even more time, conduct remote interviews using an online user research service like Hotjar Engage , which automates the entire interview process, from recruitment and scheduling to hosting and recording.

You can interview your own customers or connect with people from our diverse pool of 200,000+ participants from 130+ countries and 25 industries. And no need to fret about taking meticulous notes—Engage will automatically transcribe the interview for you.

4. Analyze the data (without drowning in it)

The following techniques will help you wrap your head around the market data you collect without losing yourself in it. Remember, the point of lean market research is to find quick, actionable insights.

A flow model is a diagram that tracks the flow of information within a system. By creating a simple visual representation of how users interact with your product and each other, you can better assess their needs.

You’ll notice that admins are at the center of Smallpdf’s flow model, which represents the flow of PDF-related documents throughout a school. This flow model shows the challenges that admins face as they work to satisfy their own internal and external customers.

Affinity diagram

An affinity diagram is a way of sorting large amounts of data into groups to better understand the big picture. For example, if you ask your users about their profession, you’ll notice some general themes start to form, even though the individual responses differ. Depending on your needs, you could group them by profession, or more generally by industry.

We wrote a guide about how to analyze open-ended questions to help you sort through and categorize large volumes of response data. You can also do this by hand by clipping up survey responses or interview notes and grouping them (which is what Kristina does).

“For an interview, you will have somewhere between 30 and 60 notes, and those notes are usually direct phrases. And when you literally cut them up into separate pieces of paper and group them, they should make sense by themselves.”

Pro tip: if you’re conducting an online survey with Hotjar, keep your team in the loop by sharing survey responses automatically via our Slack and Microsoft Team integrations. Reading answers as they come in lets you digest the data in pieces and can help prepare you for identifying common themes when it comes time for analysis.

Hotjar lets you easily share survey responses with your team

Customer journey map

A customer journey map is a diagram that shows the way a typical prospect becomes a paying customer. It outlines their first interaction with your brand and every step in the sales cycle, from awareness to repurchase (and hopefully advocacy).

The above  customer journey map , created by our team at Hotjar, shows many ways a customer might engage with our tool. Your map will be based on your own data and business model.

📚 Read more: if you’re new to customer journey maps, we wrote this step-by-step guide to creating your first customer journey map in 2 and 1/2 days with free templates you can download and start using immediately.

Next steps: from research to results

So, how do you turn market research insights into tangible business results? Let’s look at the actions Smallpdf took after conducting their lean market research: first they implemented changes, then measured the impact.

Implement changes

Based on what Smallpdf learned about the challenges that one key user segment (admins) face when trying to convert PDFs into Word files, they improved their ‘PDF to Word’ conversion tool.

We won’t go into the details here because it involves a lot of technical jargon, but they made the entire process simpler and more straightforward for users. Plus, they made it so that their system recognized when you drop a PDF file into their ‘Word to PDF’ converter instead of the ‘PDF to Word’ converter, so users wouldn’t have to redo the task when they made that mistake. 

In other words: simple market segmentation for admins showed a business need that had to be accounted for, and customers are happier overall after Smallpdf implemented an informed change to their product.

Measure results

According to the Lean UX model, product and UX changes aren’t retained unless they achieve results.

Smallpdf’s changes produced:

A 75% reduction in error rate for the ‘PDF to Word’ converter

A 1% increase in NPS

Greater confidence in the team’s marketing efforts

"With all the changes said and done, we've cut our original error rate in four, which is huge. We increased our NPS by +1%, which isn't huge, but it means that of the users who received a file, they were still slightly happier than before, even if they didn't notice that anything special happened at all.”

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Market research (or marketing research) is any set of techniques used to gather information and better understand a company’s target market. This might include primary research on brand awareness and customer satisfaction or secondary market research on market size and competitive analysis. Businesses use this information to design better products, improve user experience, and craft a marketing strategy that attracts quality leads and improves conversion rates.

David Darmanin, one of Hotjar’s founders, launched two startups before Hotjar took off—but both companies crashed and burned. Each time, he and his team spent months trying to design an amazing new product and user experience, but they failed because they didn’t have a clear understanding of what the market demanded.

With Hotjar, they did things differently . Long story short, they conducted market research in the early stages to figure out what consumers really wanted, and the team made (and continues to make) constant improvements based on market and user research.

Without market research, it’s impossible to understand your users. Sure, you might have a general idea of who they are and what they need, but you have to dig deep if you want to win their loyalty.

Here’s why research matters:

Obsessing over your users is the only way to win. If you don’t care deeply about them, you’ll lose potential customers to someone who does.

Analytics gives you the ‘what’, while research gives you the ‘why’. Big data, user analytics , and dashboards can tell you what people do at scale, but only research can tell you what they’re thinking and why they do what they do. For example, analytics can tell you that customers leave when they reach your pricing page, but only research can explain why.

Research beats assumptions, trends, and so-called best practices. Have you ever watched your colleagues rally behind a terrible decision? Bad ideas are often the result of guesswork, emotional reasoning, death by best practices , and defaulting to the Highest Paid Person’s Opinion (HiPPO). By listening to your users and focusing on their customer experience , you’re less likely to get pulled in the wrong direction.

Research keeps you from planning in a vacuum. Your team might be amazing, but you and your colleagues simply can’t experience your product the way your customers do. Customers might use your product in a way that surprises you, and product features that seem obvious to you might confuse them. Over-planning and refusing to test your assumptions is a waste of time, money, and effort because you’ll likely need to make changes once your untested business plan gets put into practice.

Lean User Experience (UX) design is a model for continuous improvement that relies on quick, efficient research to understand customer needs and test new product features.

Lean market research can help you become more...

Efficient: it gets you closer to your customers, faster.

Cost-effective: no need to hire an expensive marketing firm to get things started.

Competitive: quick, powerful insights can place your products on the cutting edge.

As a small business or sole proprietor, conducting lean market research is an attractive option when investing in a full-blown research project might seem out of scope or budget.

There are lots of different ways you could conduct market research and collect customer data, but you don’t have to limit yourself to just one research method. Four common types of market research techniques include surveys, interviews, focus groups, and customer observation.

Which method you use may vary based on your business type: ecommerce business owners have different goals from SaaS businesses, so it’s typically prudent to mix and match these methods based on your particular goals and what you need to know.

1. Surveys: the most commonly used

Surveys are a form of qualitative research that ask respondents a short series of open- or closed-ended questions, which can be delivered as an on-screen questionnaire or via email. When we asked 2,000 Customer Experience (CX) professionals about their company’s approach to research , surveys proved to be the most commonly used market research technique.

What makes online surveys so popular?  

They’re easy and inexpensive to conduct, and you can do a lot of data collection quickly. Plus, the data is pretty straightforward to analyze, even when you have to analyze open-ended questions whose answers might initially appear difficult to categorize.

We've built a number of survey templates ready and waiting for you. Grab a template and share with your customers in just a few clicks.

💡 Pro tip: you can also get started with Hotjar AI for Surveys to create a survey in mere seconds . Just enter your market research goal and watch as the AI generates a survey and populates it with relevant questions. 

Once you’re ready for data analysis, the AI will prepare an automated research report that succinctly summarizes key findings, quotes, and suggested next steps.

An example research report generated by Hotjar AI for Surveys

2. Interviews: the most insightful

Interviews are one-on-one conversations with members of your target market. Nothing beats a face-to-face interview for diving deep (and reading non-verbal cues), but if an in-person meeting isn’t possible, video conferencing is a solid second choice.

Regardless of how you conduct it, any type of in-depth interview will produce big benefits in understanding your target customers.

What makes interviews so insightful?

By speaking directly with an ideal customer, you’ll gain greater empathy for their experience , and you can follow insightful threads that can produce plenty of 'Aha!' moments.

3. Focus groups: the most unreliable

Focus groups bring together a carefully selected group of people who fit a company’s target market. A trained moderator leads a conversation surrounding the product, user experience, or marketing message to gain deeper insights.

What makes focus groups so unreliable?

If you’re new to market research, we wouldn’t recommend starting with focus groups. Doing it right is expensive , and if you cut corners, your research could fall victim to all kinds of errors. Dominance bias (when a forceful participant influences the group) and moderator style bias (when different moderator personalities bring about different results in the same study) are two of the many ways your focus group data could get skewed.

4. Observation: the most powerful

During a customer observation session, someone from the company takes notes while they watch an ideal user engage with their product (or a similar product from a competitor).

What makes observation so clever and powerful?

‘Fly-on-the-wall’ observation is a great alternative to focus groups. It’s not only less expensive, but you’ll see people interact with your product in a natural setting without influencing each other. The only downside is that you can’t get inside their heads, so observation still isn't a recommended replacement for customer surveys and interviews.

The following questions will help you get to know your users on a deeper level when you interview them. They’re general questions, of course, so don’t be afraid to make them your own.

1. Who are you and what do you do?

How you ask this question, and what you want to know, will vary depending on your business model (e.g. business-to-business marketing is usually more focused on someone’s profession than business-to-consumer marketing).

It’s a great question to start with, and it’ll help you understand what’s relevant about your user demographics (age, race, gender, profession, education, etc.), but it’s not the be-all-end-all of market research. The more specific questions come later.

2. What does your day look like?

This question helps you understand your users’ day-to-day life and the challenges they face. It will help you gain empathy for them, and you may stumble across something relevant to their buying habits.

3. Do you ever purchase [product/service type]?

This is a ‘yes or no’ question. A ‘yes’ will lead you to the next question.

4. What problem were you trying to solve or what goal were you trying to achieve?

This question strikes to the core of what someone’s trying to accomplish and why they might be willing to pay for your solution.

5. Take me back to the day when you first decided you needed to solve this kind of problem or achieve this goal.

This is the golden question, and it comes from Adele Revella, Founder and CEO of Buyer Persona Institute . It helps you get in the heads of your users and figure out what they were thinking the day they decided to spend money to solve a problem.

If you take your time with this question, digging deeper where it makes sense, you should be able to answer all the relevant information you need to understand their perspective.

“The only scripted question I want you to ask them is this one: take me back to the day when you first decided that you needed to solve this kind of problem or achieve this kind of a goal. Not to buy my product, that’s not the day. We want to go back to the day that when you thought it was urgent and compelling to go spend money to solve a particular problem or achieve a goal. Just tell me what happened.”

— Adele Revella , Founder/CEO at Buyer Persona Institute

Bonus question: is there anything else you’d like to tell me?

This question isn’t just a nice way to wrap it up—it might just give participants the opportunity they need to tell you something you really need to know.

That’s why Sarah Doody, author of UX Notebook , adds it to the end of her written surveys.

“I always have a last question, which is just open-ended: “Is there anything else you would like to tell me?” And sometimes, that’s where you get four paragraphs of amazing content that you would never have gotten if it was just a Net Promoter Score [survey] or something like that.”

What is the difference between qualitative and quantitative research?

Qualitative research asks questions that can’t be reduced to a number, such as, “What is your job title?” or “What did you like most about your customer service experience?” 

Quantitative research asks questions that can be answered with a numeric value, such as, “What is your annual salary?” or “How was your customer service experience on a scale of 1-5?”

 → Read more about the differences between qualitative and quantitative user research .

How do I do my own market research?

You can do your own quick and effective market research by 

Surveying your customers

Building user personas

Studying your users through interviews and observation

Wrapping your head around your data with tools like flow models, affinity diagrams, and customer journey maps

What is the difference between market research and user research?

Market research takes a broad look at potential customers—what problems they’re trying to solve, their buying experience, and overall demand. User research, on the other hand, is more narrowly focused on the use (and usability ) of specific products.

What are the main criticisms of market research?

Many marketing professionals are critical of market research because it can be expensive and time-consuming. It’s often easier to convince your CEO or CMO to let you do lean market research rather than something more extensive because you can do it yourself. It also gives you quick answers so you can stay ahead of the competition.

Do I need a market research firm to get reliable data?

Absolutely not! In fact, we recommend that you start small and do it yourself in the beginning. By following a lean market research strategy, you can uncover some solid insights about your clients. Then you can make changes, test them out, and see whether the results are positive. This is an excellent strategy for making quick changes and remaining competitive.

Net Promoter, Net Promoter System, Net Promoter Score, NPS, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld, and Satmetrix Systems, Inc.

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How To Do Market Research: Definition, Types, Methods

Jan 2, 2024

11 min. read

Market research isn’t just collecting data. It’s a strategic tool that allows businesses to gain a competitive advantage while making the best use of their resources. Research reveals valuable insights into your target audience about their preferences, buying habits, and emerging demands — all of which help you unlock new opportunities to grow your business.

When done correctly, market research can minimize risks and losses, spur growth, and position you as a leader in your industry. 

Let’s explore the basic building blocks of market research and how to collect and use data to move your company forward:

Table of Contents

What Is Market Research?

Why is market research important, market analysis example, 5 types of market research, what are common market research questions, what are the limitations of market research, how to do market research, improving your market research with radarly.

Market Research Definition: The process of gathering, analyzing, and interpreting information about a market or audience.

Market research studies consumer behavior to better understand how they perceive products or services. These insights help businesses identify ways to grow their current offering, create new products or services, and improve brand trust and brand recognition .

You might also hear market research referred to as market analysis or consumer research .

Traditionally, market research has taken the form of focus groups, surveys, interviews, and even competitor analysis . But with modern analytics and research tools, businesses can now capture deeper insights from a wider variety of sources, including social media, online reviews, and customer interactions. These extra layers of intel can help companies gain a more comprehensive understanding of their audience.

With consumer preferences and markets evolving at breakneck speeds, businesses need a way to stay in touch with what people need and want. That’s why the importance of market research cannot be overstated.

Market research offers a proactive way to identify these trends and make adjustments to product development, marketing strategies , and overall operations. This proactive approach can help businesses stay ahead of the curve and remain agile as markets shift.

Market research examples abound — given the number of ways companies can get inside the minds of their customers, simply skimming through your business’s social media comments can be a form of market research.

A restaurant chain might use market research methods to learn more about consumers’ evolving dining habits. These insights might be used to offer new menu items, re-examine their pricing strategies, or even open new locations in different markets, for example.

A consumer electronics company might use market research for similar purposes. For instance, market research may reveal how consumers are using their smart devices so they can develop innovative features.

Market research can be applied to a wide range of use cases, including:

• Testing new product ideas
• Improve existing products
• Entering new markets
• Right-sizing their physical footprints
• Improving brand image and awareness
• Gaining insights into competitors via competitive intelligence

Ultimately, companies can lean on market research techniques to stay ahead of trends and competitors while improving the lives of their customers.

Market research methods take different forms, and you don’t have to limit yourself to just one. Let’s review the most common market research techniques and the insights they deliver.

1. Interviews

3. Focus Groups

4. Observations

5. AI-Driven Market Research

One-on-one interviews are one of the most common market research techniques. Beyond asking direct questions, skilled interviewers can uncover deeper motivations and emotions that drive purchasing decisions. Researchers can elicit more detailed and nuanced responses they might not receive via other methods, such as self-guided surveys.

Interviews also create the opportunity to build rapport with customers and prospects. Establishing a connection with interviewees can encourage them to open up and share their candid thoughts, which can enrich your findings. Researchers also have the opportunity to ask clarifying questions and dig deeper based on individual responses.

Market research surveys provide an easy entry into the consumer psyche. They’re cost-effective to produce and allow researchers to reach lots of people in a short time. They’re also user-friendly for consumers, which allows companies to capture more responses from more people.

Big data and data analytics are making traditional surveys more valuable. Researchers can apply these tools to elicit a deeper understanding from responses and uncover hidden patterns and correlations within survey data that were previously undetectable.

The ways in which surveys are conducted are also changing. With the rise of social media and other online channels, brands and consumers alike have more ways to engage with each other, lending to a continuous approach to market research surveys.

3. Focus groups

Focus groups are “group interviews” designed to gain collective insights. This interactive setting allows participants to express their thoughts and feelings openly, giving researchers richer insights beyond yes-or-no responses.

One of the key benefits of using focus groups is the opportunity for participants to interact with one another. They spark discussions while sharing diverse viewpoints. These sessions can uncover underlying motivations and attitudes that may not be easily expressed through other research methods.

Observing your customers “in the wild” might feel informal, but it can be one of the most revealing market research techniques of all. That’s because you might not always know the right questions to ask. By simply observing, you can surface insights you might not have known to look for otherwise.

This method also delivers raw, authentic, unfiltered data. There’s no room for bias and no potential for participants to accidentally skew the data. Researchers can also pick up on non-verbal cues and gestures that other research methods may fail to capture.

5. AI-driven market research

One of the newer methods of market research is the use of AI-driven market research tools to collect and analyze insights on your behalf. AI customer intelligence tools and consumer insights software like Meltwater Radarly take an always-on approach by going wherever your audience is and continuously predicting behaviors based on current behaviors.

By leveraging advanced algorithms, machine learning, and big data analysis , AI enables companies to uncover deep-seated patterns and correlations within large datasets that would be near impossible for human researchers to identify. This not only leads to more accurate and reliable findings but also allows businesses to make informed decisions with greater confidence.

Tip: Learn how to use Meltwater as a research tool , how Meltwater uses AI , and learn more about consumer insights and about consumer insights in the fashion industry .

No matter the market research methods you use, market research’s effectiveness lies in the questions you ask. These questions should be designed to elicit honest responses that will help you reach your goals.

Examples of common market research questions include:

Demographic market research questions

• What is your age range?
• What is your occupation?
• What is your household income level?
• What is your educational background?
• What is your gender?

Product or service usage market research questions

• How long have you been using [product/service]?
• How frequently do you use [product/service]?
• What do you like most about [product/service]?
• Have you experienced any problems using [product/service]?
• How could we improve [product/service]?
• Why did you choose [product/service] over a competitor’s [product/service]?

Brand perception market research questions

• How familiar are you with our brand?
• What words do you associate with our brand?
• How do you feel about our brand?
• What makes you trust our brand?
• What sets our brand apart from competitors?
• What would make you recommend our brand to others?

Buying behavior market research questions

• What do you look for in a [product/service]?
• What features in a [product/service] are important to you?
• How much time do you need to choose a [product/service]?
• How do you discover new products like [product/service]?
• Do you prefer to purchase [product/service] online or in-store?
• How do you research [product/service] before making a purchase?
• How often do you buy [product/service]?
• How important is pricing when buying [product/service]?
• What would make you switch to another brand of [product/service]?

Customer satisfaction market research questions

• How happy have you been with [product/service]?
• What would make you more satisfied with [product/service]?
• How likely are you to continue using [product/service]?

Bonus Tip: Compiling these questions into a market research template can streamline your efforts.

Market research can offer powerful insights, but it also has some limitations. One key limitation is the potential for bias. Researchers may unconsciously skew results based on their own preconceptions or desires, which can make your findings inaccurate.

• Depending on your market research methods, your findings may be outdated by the time you sit down to analyze and act on them. Some methods struggle to account for rapidly changing consumer preferences and behaviors.
• There’s also the risk of self-reported data (common in online surveys). Consumers might not always accurately convey their true feelings or intentions. They might provide answers they think researchers are looking for or misunderstand the question altogether.
• There’s also the potential to miss emerging or untapped markets . Researchers are digging deeper into what (or who) they already know. This means you might be leaving out a key part of the story without realizing it.

Still, the benefits of market research cannot be understated, especially when you supplement traditional market research methods with modern tools and technology.

Let’s put it all together and explore how to do market research step-by-step to help you leverage all its benefits.

Step 1: Define your objectives

You’ll get more from your market research when you hone in on a specific goal : What do you want to know, and how will this knowledge help your business?

This step will also help you define your target audience. You’ll need to ask the right people the right questions to collect the information you want. Understand the characteristics of the audience and what gives them authority to answer your questions.

Step 2: Select your market research methods

Choose one or more of the market research methods (interviews, surveys, focus groups, observations, and/or AI-driven tools) to fuel your research strategy.

Certain methods might work better than others for specific goals . For example, if you want basic feedback from customers about a product, a simple survey might suffice. If you want to hone in on serious pain points to develop a new product, a focus group or interview might work best.

You can also source secondary research ( complementary research ) via secondary research companies , such as industry reports or analyses from large market research firms. These can help you gather preliminary information and inform your approach.

Step 3: Develop your research tools

Prior to working with participants, you’ll need to craft your survey or interview questions, interview guides, and other tools. These tools will help you capture the right information , weed out non-qualifying participants, and keep your information organized.

You should also have a system for recording responses to ensure data accuracy and privacy. Test your processes before speaking with participants so you can spot and fix inefficiencies or errors.

Step 4: Conduct the market research

With a system in place, you can start looking for candidates to contribute to your market research. This might include distributing surveys to current customers or recruiting participants who fit a specific profile, for example.

Set a time frame for conducting your research. You might collect responses over the course of a few days, weeks, or even months. If you’re using AI tools to gather data, choose a data range for your data to focus on the most relevant information.

Step 5: Analyze and apply your findings

Review your findings while looking for trends and patterns. AI tools can come in handy in this phase by analyzing large amounts of data on your behalf.

Compile your findings into an easy-to-read report and highlight key takeaways and next steps. Reports aren’t useful unless the reader can understand and act on them.

Tip: Learn more about trend forecasting , trend detection , and trendspotting .

Meltwater’s Radarly consumer intelligence suite helps you reap the benefits of market research on an ongoing basis. Using a combination of AI, data science, and market research expertise, Radarly scans multiple global data sources to learn what people are talking about, the actions they’re taking, and how they’re feeling about specific brands.

Our tools are created by market research experts and designed to help researchers uncover what they want to know (and what they don’t know they want to know). Get data-driven insights at scale with information that’s always relevant, always accurate, and always tailored to your organization’s needs.

Learn more when you request a demo by filling out the form below:

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What Are Consumer Insights? Meaning, Examples, Strategy

How Coca-Cola Collects Consumer Insights

Market Intelligence 101: What It Is & How To Use It

9 Top Consumer Insights Tools & Companies

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Crayon Competitive Intelligence blog

The 8 free market research tools and resources you need to know.

With over 400,000 new businesses opening in the United States each month, the need for individual companies to conduct their own market research has never been more urgent.  However, conducting market research isn’t an easy task — it presents challenges to businesses of all shapes and sizes.

With that being said, those with large budgets do enjoy certain advantages. When you have access to an endless array of top-tier tools and resources, you can uncover strategy-changing insights with relative ease.

Does that mean businesses with small (or non-existent) budgets are out of luck? Absolutely not.

Nowadays, free market research tools and resources are abundant — and you’ll be familiar with eight of our favorites by the time you’re done reading this blog post.

But first, some housekeeping:

What is market research?

Market research is the process of gathering and analyzing information about your customers — both current and prospective — with the intent of optimizing your business strategy.

Customer-related information that you may want to gather includes (but is not limited to):

• The goals they want to achieve
• The pain points they want to alleviate
• The income or budget that constrains them
• The products and/or services they use (a.k.a. your competitors)
• The strengths and weaknesses of the products and/or services they use

Why is market research important?

Market research is important because — if you’re thorough and open-minded — it dramatically improves your chances of long-term success. Only through market research can you uncover the insights you need to develop a product or service that (1) satisfies the demands of your prospects and (2) stands out from the competition.

For a complete overview of how conducting market research can benefit your business, here’s Market Research Defined and How to Get Started .

Cool? Cool. Let’s dive into the good stuff.

Top 4 Free Market Research Tools

For clarity, we will define a free market research tool as any tool that:

• Costs nothing, and
• Helps with the collection and/or analysis of customer-related information

Keep in mind that “customer-related information” encompasses everything from a pain point to a weakness of one of your competitors’ products.

1. Google Trends

If you want to get a sense of the level of interest in a particular product or service — as well as how that interest fluctuates over time and across regions — Google Trends is an excellent tool.

All you need to do is enter a search query and toggle with the filters. As an example, take a look at the level of interest in “office supplies'' in the U.S. over the past five years. Perhaps unsurprisingly, interest peaked in February 2020 — at the onset of the COVID-19 pandemic:

Plus, you can explore variations in interest across the 50 states, as well as related topics and queries that are surging in popularity:

The “interest by subregion” data is powerful. In Wyoming, searches for “office supplies” account for a greater percentage of all search queries than in any other state. Your average resident of Wyoming, in other words, is more interested in searching for office supplies than is your average resident of, say, Louisiana — a valuable insight for anyone who sells office supplies online.

Equally valuable is the insight that searches for “where to buy office supplies in bulk” are on the rise — potentially indicative of an emerging pain point.

2. SurveyMonkey

As some of you already know, one of the best ways to conduct market research is to ask your customers a handful of open-ended questions. You can do this for free with SurveyMonkey .

Specifically, with a free SurveyMonkey account, you can ask up to 10 questions and field up to 40 responses with each of your surveys.

Open-ended questions you may ask your customers include (but are not limited to):

• Why did you buy our product?
• What has our product helped you accomplish?
• How does our product compare to others that you’ve used in the past?

With just three questions — well under the limit of a free survey — you can learn quite a bit about your target market. If, for example, the majority of respondents say they bought your product because they were struggling to do their jobs in a cost-effective manner, that gives you a clearer picture of your prospects’ pain points and your competitors’ weaknesses .

3. Make My Persona

As you collect and analyze customer-related information, it’s a good idea to create or tweak your buyer personas : detailed profiles of the semi-fictional people for whom your product or service is designed. In the context of market research, personas are useful because they help you synthesize and comprehend the information you’re gathering.

Thanks to our friends at HubSpot, you can use a wonderful free tool called Make My Persona .

Intuitive and fun, Make My Persona is a seven-step process that walks you through the essential components of your target customer: demographic information, firmographic information, job title, pain points, and so on. And if you want to go beyond the bare essentials, you can add as many extra sections of information as you like.

Important note: Your personas should be dynamic. As you conduct further market research and learn more about your target customers, your personas should evolve accordingly.

4. WordSift

Make My Persona is appealing, in part, because it enables you to make sense of raw data — to separate the signal from the noise. The same can be said about WordSift , the final free tool we’ll be discussing today.

Built to help teachers with the instruction of vocabulary and reading comprehension, WordSift allows you to generate word clouds: images that represent the frequency with which certain words are used in a given body of text. Look what happens when I copy the introduction to this blog post and paste it into WordSift:

Instantaneously — and unsurprisingly — I can conclude that “business,” “market,” and “research” are among the most frequently used words in the introduction to this post.

What does this have to do with market research? Well, let’s say you’ve been using SurveyMonkey to ask your customers about their reasons for buying your product. One by one, if you were to copy their responses and paste them into WordSift, you’d be able to see which words your customers use most often. That’s a market research gold mine!

Top 4 Free Market Research Resources

Again, for clarity, we will define a free market research resource as any resource that:

• Helps with the collection of customer-related information

The scope of “customer-related information" remains the same  —  encompassing everything from a pain point to a weakness of one of your competitors’ products.

5. Bureau of Labor Statistics

A government organization that “measures labor market activity, working conditions, price changes, and productivity in the U.S. economy to support public and private decision-making,” the Bureau of Labor Statistics (BLS) is a wealth of information.

Because this is a blog post about market research — not an economics class — we’ll focus on BLS’ industry- and region-specific information. If you’re on the homepage and you hover over the Data Tools drop-down menu, you’ll see a hyperlink to something titled “Industry at a Glance.” Click on that, find your industry of interest, and explore the dozens of statistics that BLS has aggregated.

If, for example, you’re interested in the apparel manufacturing industry — either because you’re in the industry or you sell into it — you can see how earnings, prices, and productivity figures are changing over time.

Head back to the homepage, hover over the Subjects drop-down menu, and you’ll see a section labeled Geographic Information:

Select your region of interest, filter by state or metropolitan area (if necessary), and take a tour of BLS’ enormous library of area-specific data.

6. U.S. Census Bureau

On a mission to “serve as the [United States’] leading provider of quality data about its people and economy,” the U.S. Census Bureau is another terrific resource that costs nothing to use.

Just as we did with the BLS, we’ll focus on industry- and region-specific information. Admittedly, using the Census website to find industry-specific information is slightly more complicated than it is when using the BLS website. If you’re on the homepage and you hover over the Explore Data drop-down menu, you’ll see a hyperlink titled “Explore Data Main.”

Click on that, and you’ll be brought to the Census’ search engine. Then, click inside the search bar and select “Advanced Search.”

Underneath “Find A Filter,” type in the name of the industry you’re interested in researching. Once the search suggestions load, simply check the appropriate box and click “Search.”

From there, you’ll be able to explore thousands of data tables, maps, and whitepapers — many of them chock-full of industry-specific information that you can use to your advantage.

Finding region-specific information is a bit more straightforward. Head back to the Advanced Search engine, select “Geography” from underneath Browse Filters, and go from there:

7. Pew Research Center

A nonprofit dedicated to “inform[ing] the public about the issues, attitudes, and trends shaping the world,” the Pew Research Center is one of the most authoritative sources of information for anyone striving to make better business decisions.

Whereas the BLS and the Census are (among other things) aggregators of economic data, the Pew Research Center is a “fact tank” — an organization focused on public opinion polling, demographic research, media content analysis, and other forms of social science inquiry. 

So, although you can’t necessarily use Pew to uncover hyper-specific insights related to your industry or region, you can use it to learn more about your target audience. The best way to do this is through the Topics section of the Pew website.

Clicking that hyperlink brings you to an index of dozens of topics, ranging from Online Video to Homeownership to Democracy. Selecting any of these topics will bring you to a list of relevant content — reports, fact tanks, transcripts, and other forms of media that can date back as far as the early 1980s.

As an example, let’s say you’re developing a product or service that targets new homeowners. If you were to click on the Homeownership topic, you’d land on a list of reports like this one:

If I were you, that’s not a report I’d want to overlook!

We’ll wrap up today’s guide with a free resource specifically for those of you in the software world. Designed to help buyers determine which products are best suited to their needs, G2 is the leading source of validated, unbiased software reviews.

G2 is, in other words, an excellent way to find out what your target customers are saying about your competitors’ products. Do a quick search for the type of software you’re developing and you’re in business.

If you were developing a sales compensation software product and you searched this keyword, you’d be brought to the page you see below. To learn more about Spiff — one of your top-rated industry competitors — all you’d need to do is click “Read Spiff Reviews.”

If you want to get granular, you can filter reviews in a number of different ways. As an example, let’s say you’re developing a sales compensation software product specifically for small businesses. G2 has the filter you’re looking for:

And just like that, you’ve got access to dozens of valuable insights like this one:

Start using market research tools today!

If you try to bring a product or service to market without an understanding of your target customers, your chances of success are slim. According to the most recent State of Competitive Intelligence Report , 84% of businesses say their industry has gotten more competitive in the last three years. With the range of choices at your prospects’ fingertips growing by the day, the need for a thorough market research strategy only intensifies.

We hope you find these free market research tools and resources useful. And if you decide to make the leap to a paid solution, make sure to request a demo of Crayon — the competitive intelligence platform that enables you to track, analyze, and act on everything happening outside your businesses’ four walls.

Seeing is believing! Check out Crayon for yourself.

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Home Market Research

Market Research: What it Is, Methods, Types & Examples

Would you like to know why, how, and when to apply market research? Do you want to discover why your consumers are not buying your products? Are you interested in launching a new product, service, or even a new marketing campaign, but you’re not sure what your consumers want?

LEARN ABOUT: Market research vs marketing research

To answer the questions above, you’ll need help from your consumers. But how will you collect that data? In this case and in many other situations in your business, market research is the way to get all the answers you need.

In this ultimate guide about market research, you’ll find the definition, advantages, types of market research, and some examples that will help you understand this type of research. Don’t forget to download the free ebook available at the end of this guide!

LEARN ABOUT: Perceived Value

Content Index

Three key objectives of market research

Why is market research important.

• Types of Market Research: Methods and Examples

Steps for conducting Market Research

Benefits of an efficient market research, 5 market research tips for businesses, why does every business need market research, free market research ebook, what is market research.

Market research is a technique that is used to collect data on any aspect that you want to know to be later able to interpret it and, in the end, make use of it for correct decision-making.

Another more specific definition could be the following:

Market research is the process by which companies seek to collect data systematically to make better decisions. Still, its true value lies in the way in which all the data obtained is used to achieve a better knowledge of the market consumer.

The process of market research can be done through deploying surveys , interacting with a group of people, also known as a sample , conducting interviews, and other similar processes.  

The primary purpose of conducting market research is to understand or examine the market associated with a particular product or service to decide how the audience will react to a product or service. The information obtained from conducting market research can be used to tailor marketing/ advertising activities or determine consumers’ feature priorities/service requirement (if any).

LEARN ABOUT: Consumer Surveys

Conducting research is one of the best ways of achieving customer satisfaction , reducing customer churn and elevating business. Here are the reasons why market research is important and should be considered in any business:

• Valuable information: It provides information and opportunities about the value of existing and new products, thus, helping businesses plan and strategize accordingly.
• Customer-centric: It helps to determine what the customers need and want. Marketing is customer-centric and understanding the customers and their needs will help businesses design products or services that best suit them. Remember that tracing your customer journey is a great way to gain valuable insights into your customers’ sentiments toward your brand.
• Forecasts: By understanding the needs of customers, businesses can also forecast their production and sales. Market research also helps in determining optimum inventory stock.
• Competitive advantage: To stay ahead of competitors market research is a vital tool to carry out comparative studies. Businesses can devise business strategies that can help them stay ahead of their competitors.

LEARN ABOUT: Data Analytics Projects

Types of Market Research: Market Research Methods and Examples

Whether an organization or business wishes to know the purchase behavior of consumers or the likelihood of consumers paying a certain cost for a product segmentation , market research helps in drawing meaningful conclusions.

LEARN ABOUT: Behavioral Targeting

Depending on the methods and tools required, the following are the types:

1. Primary Market Research (A combination of both Qualitative and Quantitative Research):

Primary market research is a process where organizations or businesses get in touch with the end consumers or employ a third party to carry out relevant studies to collect data. The data collected can be qualitative data (non-numerical data) or quantitative data (numerical or statistical data).

While conducting primary market research, one can gather two types of information: Exploratory and Specific. Exploratory research is open-ended, where a problem is explored by asking open ended questions in a detailed interview format usually with a small group of people, also known as a sample. Here the sample size is restricted to 6-10 members. Specific research, on the other hand, is more pinpointed and is used to solve the problems that are identified by exploratory research.

LEARN ABOUT: Marketing Insight

As mentioned earlier, primary market research is a combination of qualitative market research and quantitative market research. Qualitative market research study involves semi-structured or unstructured data collected through some of the commonly used qualitative research methods like:

Focus groups :

Focus group is one of the commonly used qualitative research methods. Focus group is a small group of people (6-10) who typically respond to online surveys sent to them. The best part about a focus group is the information can be collected remotely, can be done without personally interacting with the group members. However, this is a more expensive method as it is used to collect complex information.

One-to-one interview:

As the name suggests, this method involves personal interaction in the form of an interview, where the researcher asks a series of questions to collect information or data from the respondents. The questions are mostly open-ended questions and are asked to facilitate responses. This method heavily depends on the interviewer’s ability and experience to ask questions that evoke responses.

Ethnographic research :

This type of in-depth research is conducted in the natural settings of the respondents. This method requires the interviewer to adapt himself/herself to the natural environment of the respondents which could be a city or a remote village. Geographical constraints can be a hindering market research factor in conducting this kind of research. Ethnographic research can last from a few days to a few years.

Organizations use qualitative research methods to conduct structured market research by using online surveys , questionnaires , and polls to gain statistical insights to make informed decisions.

LEARN ABOUT: Qualitative Interview

This method was once conducted using pen and paper. This has now evolved to sending structured online surveys to the respondents to gain actionable insights. Researchers use modern and technology-oriented survey platforms to structure and design their survey to evoke maximum responses from respondents.

Through a well-structured mechanism, data is easily collected and reported, and necessary action can be taken with all the information made available firsthand.

Learn more: How to conduct quantitative research

2. Secondary Market Research:

Secondary research uses information that is organized by outside sources like government agencies, media, chambers of commerce etc. This information is published in newspapers, magazines, books, company websites, free government and nongovernment agencies and so on. The secondary source makes use of the following:

• Public sources: Public sources like library are an awesome way of gathering free information. Government libraries usually offer services free of cost and a researcher can document available information.
• Commercial sources: Commercial source although reliable are expensive. Local newspapers, magazines, journal, television media are great commercial sources to collect information.
• Educational Institutions: Although not a very popular source of collecting information, most universities and educational institutions are a rich source of information as many research projects are carried out there than any business sector.

Learn more: Market Research Example with Types and Methods

A market research project may usually have 3 different types of objectives.

• Administrative : Help a company or business development, through proper planning, organization, and both human and material resources control, and thus satisfy all specific needs within the market, at the right time.
• Social : Satisfy customers’ specific needs through a required product or service. The product or service should comply with a customer’s requirements and preferences when consumed.
• Economical : Determine the economical degree of success or failure a company can have while being new to the market, or otherwise introducing new products or services, thus providing certainty to all actions to be implemented.

LEARN ABOUT:  Test Market Demand

Knowing what to do in various situations that arise during the investigation will save the researcher time and reduce research problems . Today’s successful enterprises use powerful market research survey software that helps them conduct comprehensive research under a unified platform, providing actionable insights much faster with fewer problems.

LEARN ABOUT:  Market research industry

Following are the steps to conduct effective market research.

Step #1: Define the Problem

Having a well-defined subject of research will help researchers when they ask questions. These questions should be directed to solve problems and must be adapted to the project. Make sure the questions are written clearly and that the respondents understand them. Researchers can conduct a marketing test with a small group to know if the questions are going to know whether the asked questions are understandable and if they will be enough to gain insightful results.

Research objectives should be written in a precise way and should include a brief description of the information that is needed and the way in which it will obtain it. They should have an answer to this question “why are we doing the research?”

Learn more: Interview Questions

Step #2: Define the Sample

To carry out market research, researchers need a representative sample that can be collected using one of the many sampling techniques . A representative sample is a small number of people that reflect, as accurately as possible, a larger group.

• An organization cannot waste their resources in collecting information from the wrong population. It is important that the population represents characteristics that matter to the researchers and that they need to investigate, are in the chosen sample.
• Take into account that marketers will always be prone to fall into a bias in the sample because there will always be people who do not answer the survey because they are busy, or answer it incompletely, so researchers may not obtain the required data.
• Regarding the size of the sample, the larger it is, the more likely it is to be representative of the population. A larger representative sample gives the researcher greater certainty that the people included are the ones they need, and they can possibly reduce bias. Therefore, if they want to avoid inaccuracy in our surveys, they should have representative and balanced samples.
• Practically all the surveys that are considered in a serious way, are based on a scientific sampling, based on statistical and probability theories.

There are two ways to obtain a representative sample:

• Probability sampling : In probability sampling , the choice of the sample will be made at random, which guarantees that each member of the population will have the same probability of selection bias and inclusion in the sample group. Researchers should ensure that they have updated information on the population from which they will draw the sample and survey the majority to establish representativeness.
• Non-probability sampling : In a non-probability sampling , different types of people are seeking to obtain a more balanced representative sample. Knowing the demographic characteristics of our group will undoubtedly help to limit the profile of the desired sample and define the variables that interest the researchers, such as gender, age, place of residence, etc. By knowing these criteria, before obtaining the information, researchers can have the control to create a representative sample that is efficient for us.

When a sample is not representative, there can be a margin of error . If researchers want to have a representative sample of 100 employees, they should choose a similar number of men and women.

The sample size is very important, but it does not guarantee accuracy. More than size, representativeness is related to the sampling frame , that is, to the list from which people are selected, for example, part of a survey.

LEARN ABOUT: Behavioral Research If researchers want to continue expanding their knowledge on how to determine the size of the sample consult our guide on sampling here.

Step #3: Carry out data collection

First, a data collection instrument should be developed. The fact that they do not answer a survey, or answer it incompletely will cause errors in research. The correct collection of data will prevent this.

Step #4: Analyze the results

Each of the points of the market research process is linked to one another. If all the above is executed well, but there is no accurate analysis of the results, then the decisions made consequently will not be appropriate. In-depth analysis conducted without leaving loose ends will be effective in gaining solutions. Data analysis will be captured in a report, which should also be written clearly so that effective decisions can be made on that basis.

Analyzing and interpreting the results is to look for a wider meaning to the obtained data. All the previous phases have been developed to arrive at this moment. How can researchers measure the obtained results? The only quantitative data that will be obtained is age, sex, profession, and number of interviewees because the rest are emotions and experiences that have been transmitted to us by the interlocutors. For this, there is a tool called empathy map that forces us to put ourselves in the place of our clientele with the aim of being able to identify, really, the characteristics that will allow us to make a better adjustment between our products or services and their needs or interests. When the research has been carefully planned, the hypotheses have been adequately defined and the indicated collection method has been used, the interpretation is usually carried out easily and successfully. What follows after conducting market research?

Learn more: Types of Interviews

Step #5: Make the Research Report

When presenting the results, researchers should focus on: what do they want to achieve using this research report and while answering this question they should not assume that the structure of the survey is the best way to do the analysis. One of the big mistakes that many researchers make is that they present the reports in the same order of their questions and do not see the potential of storytelling.

To make good reports, the best analysts give the following advice: follow the inverted pyramid style to present the results, answering at the beginning the essential questions of the business that caused the investigation. Start with the conclusions and give them fundamentals, instead of accumulating evidence. After this researchers can provide details to the readers who have the time and interest.

Step #6: Make Decisions

An organization or a researcher should never ask “why do market research”, they should just do it! Market research helps researchers to know a wide range of information, for example,  consumer purchase intentions, or gives feedback about the growth of the target market. They can also discover valuable information that will help in estimating the prices of their product or service and find a point of balance that will benefit them and the consumers.

Take decisions! Act and implement.

Learn more: Quantitative Research

• Make well-informed decisions: The growth of an organization is dependent on the way decisions are made by the management. Using market research techniques, the management can make business decisions based on obtained results that back their knowledge and experience. Market research helps to know market trends, hence to carry it out frequently to get to know the customers thoroughly.

LEARN ABOUT: Research Process Steps

• Gain accurate information: Market research provides real and accurate information that will prepare the organization for any mishaps that may happen in the future. By properly investigating the market, a business will undoubtedly be taking a step forward, and therefore it will be taking advantage of its existing competitors.
• Determine the market size: A researcher can evaluate the size of the market that must be covered in case of selling a product or service in order to make profits.
• Choose an appropriate sales system: Select a precise sales system according to what the market is asking for, and according to this, the product/service can be positioned in the market.
• Learn about customer preferences: It helps to know how the preferences (and tastes) of the clients change so that the company can satisfy preferences, purchasing habits, and income levels. Researchers can determine the type of product that must be manufactured or sold based on the specific needs of consumers.
• Gather details about customer perception of the brand: In addition to generating information, market research helps a researcher in understanding how the customers perceive the organization or brand.
• Analyze customer communication methods: Market research serves as a guide for communication with current and potential clients.
• Productive business investment: It is a great investment for any business because thanks to it they get invaluable information, it shows researchers the way to follow to take the right path and achieve the sales that are required.

LEARN ABOUT: Total Quality Management

The following tips will help businesses with creating a better market research strategy.

Tip #1: Define the objective of your research.

Before starting your research quest, think about what you’re trying to achieve next with your business. Are you looking to increase traffic to your location? Or increase sales? Or convert customers from one-time purchasers to regulars? Figuring out your objective will help you tailor the rest of your research and your future marketing materials. Having an objective for your research will flesh out what kind of data you need to collect.

Tip #2: Learn About Your Target Customers.

The most important thing to remember is that your business serves a specific kind of customer. Defining your specific customer has many advantages like allowing you to understand what kind of language to use when crafting your marketing materials, and how to approach building relationships with your customer. When you take time to define your target customer you can also find the best products and services to sell to them.

You want to know as much as you can about your target customer. You can gather this information through observation and by researching the kind of customers who frequent your type of business. For starters, helpful things to know are their age and income. What do they do for a living? What’s their marital status and education level?

Learn more: Customer Satisfaction

Tip #3: Recognize that knowing who you serve helps you define who you do not.

Let’s take a classic example from copywriting genius Dan Kennedy. He says that if you’re opening up a fine dining steakhouse focused on decadent food, you know right off the bat that you’re not looking to attract vegetarians or dieters. Armed with this information, you can create better marketing messages that speak to your target customers.

It’s okay to decide who is not a part of your target customer base. In fact, for small businesses knowing who you don’t cater to can be essential in helping you grow. Why? Simple, if you’re small your advantage is that you can connect deeply with a specific segment of the market. You want to focus your efforts on the right customer who already is compelled to spend money on your offer.

If you’re spreading yourself thin by trying to be all things to everyone, you will only dilute your core message. Instead, keep your focus on your target customer. Define them, go deep, and you’ll be able to figure out how you can best serve them with your products and services.

Tip #4: Learn from your competition.

This works for brick-and-mortar businesses as well as internet businesses because it allows you to step into the shoes of your customer and open up to a new perspective of your business. Take a look around the internet and around your town. If you can, visit your competitor’s shops. For example, if you own a restaurant specializing in Italian cuisine, dine at the other Italian place in your neighborhood or in the next township.

As you experience the business from the customer’s perspective, look for what’s being done right and wrong.

Can you see areas that need attention or improvement? How are you running things in comparison? What’s the quality of their product and customer service ? Are the customers here pleased? Also, take a close look at their market segment. Who else is patronizing their business? Are they the same kinds of people who spend money with you? By asking these questions and doing in-person research, you can dig up a lot of information to help you define your unique selling position and create even better offers for your customers.

Tip #5: Get your target customers to open up and tell you everything.

A good customer survey is one of the most valuable market research tools because it gives you the opportunity to get inside your customer’s head. However, remember that some feedback may be harsh, so take criticism as a learning tool to point you in the right direction.

Creating a survey is simple. Ask questions about what your customer thinks you’re doing right and what can be improved. You can also prompt them to tell you what kinds of products and services they’d like to see you add, giving you fantastic insight into how to monetize your business more. Many customers will be delighted to offer feedback. You can even give customers who fill out surveys a gift like a special coupon for their next purchase.

Bonus Tip: Use an insight & research repository

An insight & research repository is a consolidated research management platform to derive insights about past and ongoing market research. With the use of such a tool, you can leverage past research to get to insights faster, build on previously done market research and draw trendlines, utilize research techniques that have worked in the past, and more.

Market research is one of the most effective ways to gain insight into your customer base , competitors , and the overall market. The goal of conducting market research is to equip your company with the information you need to make informed decisions.

It is especially important when small businesses are trying to determine whether a new business idea is viable, looking to move into a new market, or are launching a new product or service.  Read below for a more in-depth look at how market research can help small businesses.

• COMPETITION According to a study conducted by Business Insider, 72% of small businesses focus on increasing revenue. Conducting research helps businesses gain insight into competitor behavior. By learning about your competitor’s strengths and weaknesses, you can learn how to position your product or offering. In order to be successful, small businesses need to have an understanding of what products and services competitors are offering, and their price point.

Learn more: Trend Analysis

• CUSTOMERS Many small businesses feel they need to understand their customers, only to conduct market research and learn they had the wrong assumptions. By researching, you can create a profile of your average customer and gain insight into their buying habits, how much they’re willing to spend, and which features resonate with them. Additionally, and perhaps more importantly, you can learn what will make someone use your product or service over a competitor.

Learn more: Customer Satisfaction Survey

• OPPORTUNITIES Potential opportunities, whether they are products or services, can be identified by conducting market research. By learning more about your customers, you can gather insights into complementary products and services. Consumer needs change over time, influenced by new technology and different conditions, and you may find new needs that are not being met, which can create new opportunities for your business.

Learn more: SWOT Analysis 

• FORECAST A small business is affected by the performance of the local and national economy, as are its’ customers. If consumers are worried, then they will be more restrained when spending money, which affects the business. By conducting research with consumers, businesses can get an idea of whether they are optimistic or apprehensive about the direction of the economy, and make adjustments as necessary. For example, a small business owner may decide to postpone a new product launch if it appears the economic environment is turning negative.

Learn more: 300+ Market Research Survey Questionnaires

Market research and market intelligence may be as complex as the needs that each business or project has. The steps are usually the same. We hope this ultimate guide helps you have a better understanding of how to make your own market research project to gather insightful data and make better decisions.

LEARN ABOUT: Projective Techniques

We appreciate you taking the time to read this ultimate guide. We hope it was helpful! 

You can now download our free ebook that will guide you through a market research project, from the planning stage to the presentation of the outcomes and their analysis.

Sign up now, and download our free ebook: The Hacker’s Guide to Advanced Research Methodologies 

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Market research industry - statistics & facts

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Revenue of the market research industry worldwide by country or region 2009-2022

Revenue of the market research industry worldwide from 2009 to 2022, by country or region (in billion U.S. dollars)

Distribution of global market research revenue by region 2022

Distribution of global market research revenue in 2022, by region

Market research revenue worldwide by client sector 2022

Distribution of market research revenue worldwide in 2022, by client sector

Annual growth in market research revenue worldwide in 2022, by region

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Countries with the largest established research revenue worldwide 2022

Countries with the largest established research sectors worldwide in 2022, by revenue (in billion U.S. dollars)

Leading market research companies worldwide by global research revenue 2016-2022

Leading market research companies worldwide from 2016 to 2022, by global research revenue (in billion U.S. dollars)

Global leaders

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Revenue of Kantar worldwide 2006-2023

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Research revenue of IQVIA worldwide 2013-2023

Research revenue of IQVIA worldwide from 2013 to 2023 (in billion U.S. dollars)

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Number of Ipsos employees worldwide 2000-2023

Number of Ipsos employees worldwide from 2000 to 2023

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Research and development expenditure of Salesforce worldwide from 2015-2024

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Research methods

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The evolving role of technology in market research.

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James Whaley is the CEO of OvationMR .

Recent advancements in generative AI and machine learning are changing the ways data analytics and market research are conducted. Practitioners and consumers of market insights can leverage new algorithms to develop deeper insights faster than ever. But these technologies are not immediate problem-solvers. Firms must understand the best marketing applications of generative AI to harness their full potential—responsibly freeing practitioners from repetitive tasks and enabling them to focus on higher level tasks.

How is AI affecting market research?

Traditional analytics has historically been used to perform statistical analysis on large collections of data. While helpful, it is primarily retrospective in nature. These data points—which rely on static models—lack the capability to generate new insights or help predict future changes. In a dynamic economy, focusing on past performance may be a disadvantage.

Generative AI models such as ChatGPT are trained on massive databases of information but those databases are not infinite, so chat models aren’t always responsive to the context you want them to work in. This leads to “hallucinations,” which produce errors. The best way to secure the benefits of AI while eliminating risks is to work with experts who maintain your system. Humans are still best at identifying bias, ethics and privacy issues. For teams that put too much trust in tools built on external data, their successes are at constant risk of mistakes due to lack of human oversight.

Instead of trusting their sensitive data to public databases, many teams opt to build their own AI for research purposes. An internal chatbot can be specifically trained on your data, eliminating bias and most hallucinations from the system. Plus, training on internal data enables you to ask questions like, “What was the competition like between these two major soda brands between 1990 and 1995, and which marketing campaigns affected the results the most?” These types of questions provide powerful insights that could not be derived from a public AI.

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Most businesses know they want to invest in AI for some of their data analysis. A more productive question is whether they want to build their own product or partner with an AI company. To understand the best decision for your firm, consider how these traditional challenges in market research will change with new technology developments.

Data Cleaning

One of the most important tasks in market research is data cleaning . As analysts, we must ensure our data is based on valid responses. This has always been the case with data analytics—you get out what you put in—but is even more critical in the age of artificial intelligence.

If your firm creates and interprets data from a large number of surveys, you already know this is an arduous task when performed manually. As a result, many firms are tempted to outsource all of their data cleaning to an AI solution. While this is a great application of AI, excessive trust in algorithms risks missing mistakes in data which can result in exponentially worse errors.

Many firms prefer working with companies that emphasize high quality data collection to mitigate this risk. They seek partnerships with companies that specialize in using AI to identify large blocks of text for efficient human screening. This saves a lot of time in the process of data cleaning while upholding the importance of human insights. An ideal partner will have a deep understanding of how generative models should (and should not) be used for data cleaning.

If you are approaching the development of your own AI product, this should be considered with your internal team. Do you have the capacity to maintain a significant level of focus on data cleaning? If not, a partnership with the right firm may be in your best interest.

Survey Depth

Survey insights have traditionally been limited by quantitative analysis. For example, in a standard survey for a banking service, you may ask participants to rate the service on a scale of one through 10. But what do these data points tell you about your business? More often than not, firms must arrange follow-up qualitative interviews. This deeper dive with respondents yields meaningful insights at a steep cost, both of time and money.

Instead, with a properly trained AI model, you can design your survey to include interactive elements that prompt qualitative responses. For example, if a respondent gives a score of 90%, which we know falls at the high end of the Net Promoter Score, a properly trained chat feature can ask a follow-up question and probe further if needed, diving deeper into what an individual customer likes and dislikes about your service. You may find that loyal customers have problems with your company, allowing you to revisit your strategy in a more proactive manner. To set this up properly, you need to either partner with a company who has expertise in training AI models or have the capability to hire experts for your team as required.

Data cleaning is even more important when using surveys with qualitative elements. This further emphasizes the importance of your dedication to maintaining data quality. If you plan to include qualitative chat elements in your otherwise quantitative survey, it is important to work with experts that understand how to use machine learning with very large data sets. This skillset extends far beyond expertise in chatbot functionality.

If you want AI to perform both data cleaning and qualitative functionality in your customer surveys, you may want to partner with a market research company with expertise in artificial intelligence. The specialized knowledge required is often too much for an internal team to assume. Plus, working with a trusted provider helps mitigate risks—and liabilities—of working with these new and powerful technologies.

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Quant prop-trading firm Hudson River Trading hopes to supercharge its trading power by partnering with Google Cloud

• Hudson River Trading is a quantitative trading firm and market maker.
• The hedge fund is using Google Cloud to train models that power its algorithmic trading and pricing.
• With the public cloud, HRT can test new strategies quickly and gain access to powerful AI chips.

Hudson River Trading, the market maker that handles some 10% of all trades in the US stock market, is bringing its quantitative research and data science efforts to the public cloud.

New York-based Hudson River Trading is best known for its market-making capabilities. It uses machine-learning algorithms to quote buy or sell prices to individuals and firms wanting to make a trade. Hudson River Trading winning any trade over its competitors, like Citadel Securities, Virtu, and Jane Street, comes down to its pricing engine.

"It is a very competitive thing to provide the best price to buy or sell at, because the person who provides the best price to buy or sell at is the person who does the trade," Iain Dunning, lead algorithm developer who runs the AI team at HRT, said during Nvidia's annual GTC conference in March .

To help it get there, Hudson River Trading turned to Google Cloud, where its quants have been conducting their research for several months without the constraints of an on-premise environment. With the public cloud, HRT can access a technology infrastructure that could be scaled up and down depending on its needs. Plus, moving to Google Cloud will give HRT researchers access to coveted Nvidia AI chips, which are increasingly important in quantitative finance . The public cloud could also offer HRT some benefits outside access: testing new strategies in a shorter period of time, and running more simulations cost-effectively.

"Our researchers rely on extensive compute resources to derive new insights about the market, train cutting edge machine learning models, and simulate trading," Kevin Lee, Hudson River Trading's head of research and development, told BI in a written statement. "Google Cloud allows us to do that without limits to computing power."

Why Hudson River Trading needs AI and the cloud to stay competitive

HRT operates in some 200 markets around the world, giving it a global view of various financial instruments and transactions that happen every day. HRT doesn't just monitor the trades that were executed, but also at the prices quoted or the changes in how much traders and willing to buy or sell a certain financial instrument, he said. This universe of data, which Dunning described as a "firehose" of events coming at you every day, is used to fuel its models.

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"We need to keep up with the firehose of data," Dunning said at the spring conference.

This information, as well as non-market data like posts on the social-media platform X, are used to make predictions about the price of any financial instrument, like stocks, bonds, or ETFs, to provide liquidity at a risk-adjusted price, Dunning said. Based on historical market conditions or made-up market events, these forecasts are then tested to see how they'd perform.

"In other words, what I'm saying is that we need to predict the future of the stock market," Dunning said.

Once trained, these models are used to execute trades in the market automatically. Training these models, however, requires an immense amount of computing power , he said.

That's part of the reason why the public cloud is becoming table stakes in the quant world. Two Sigma, the quantitative hedge fund,  turned to the cloud  when it was in a bind, providing researchers access to highly sought-after Nvidia AI chips. Citadel Securities moved its entire research platform to Google Cloud, Ken Griffin's market maker announced in April .

The reason? Speed and efficiency , according to Italo Brito, Google Cloud's head of hedge funds and exchanges, told BI in an email.

"Cloud technology can reduce the amount of time it takes to turn a hypothesis into a production trading signal," Brito said. He said it speeds up the onboarding and analysis of data and makes compute resources immediately available, which means faster testing and simulations. That's a stark difference from on-premise data centers, which take a lot of maintenance.

On top of the constant in-take of data, market makers' demand for compute resources also fluctuates greatly on a daily basis based on market volume and volatility, Brito said. The move to the cloud could present some cost efficiencies, he added, because you only pay for what you use, compared with an on-premise environment where you're paying for those resources regardless.

"The future of capital markets will require a next-generation, globally distributed infrastructure to open access to more participants, geographies, and asset classes," Brito said.

• Main content

The trends defining the $1.8 trillion global wellness market in 2024

From cold plunges to collagen to celery juice, the $1.8 trillion global consumer wellness market is no stranger to fads, which can sometimes surface with limited clinical research or credibility. Today, consumers are no longer simply trying out these wellness trends and hoping for the best, but rather asking, “What does the science say?”

About the authors

This article is a collaborative effort by Shaun Callaghan , Hayley Doner, Jonathan Medalsy, Anna Pione , and Warren Teichner , representing views from McKinsey’s Consumer Packaged Goods and Private Equity & Principal Investors Practices.

McKinsey’s latest Future of Wellness research—which surveyed more than 5,000 consumers across China, the United Kingdom, and the United States—examines the trends shaping the consumer wellness landscape. In this article, we pair these findings with a look at seven wellness subsets—including women’s health, weight management, and in-person fitness—that our research suggests are especially ripe areas for innovation and investment activity.

The science- and data-backed future of wellness

In the United States alone, we estimate that the wellness market has reached $480 billion, growing at 5 to 10 percent per year. Eighty-two percent of US consumers now consider wellness a top or important priority in their everyday lives, which is similar to what consumers in the United Kingdom and China report (73 percent and 87 percent, respectively).

This is especially true among Gen Z and millennial consumers, who are now purchasing more wellness products and services than older generations, across the same dimensions we outlined in our previous research : health, sleep, nutrition, fitness, appearance, and mindfulness (Exhibit 1). 1 “ Still feeling good: The US wellness market continues to boom ,” McKinsey, September 19, 2022.

Across the globe, responses to our survey questions revealed a common theme about consumer expectations: consumers want effective, data-driven, science-backed health and wellness solutions (Exhibit 2).

Five trends shaping the consumer health and wellness space in 2024

Fifty-eight percent of US respondents to our survey said they are prioritizing wellness more now than they did a year ago. The following five trends encompass their newly emerging priorities, as well as those that are consistent with our earlier research.

Trend one: Health at home

The COVID-19 pandemic made at-home testing kits a household item. As the pandemic has moved into its endemic phase, consumers are expressing greater interest in other kinds of at-home kits: 26 percent of US consumers are interested in testing for vitamin and mineral deficiencies at home, 24 percent for cold and flu symptoms, and 23 percent for cholesterol levels.

At-home diagnostic tests are appealing to consumers because they offer greater convenience than going to a doctor’s office, quick results, and the ability to test frequently. In China, 35 percent of consumers reported that they had even replaced some in-person healthcare appointments with at-home diagnostic tests—a higher share than in the United States or the United Kingdom.

Although there is growing interest in the space, some consumers express hesitancy. In the United States and the United Kingdom, top barriers to adoption include the preference to see a doctor in person, a perceived lack of need, and price; in China, test accuracy is a concern for approximately 30 percent of consumers.

Implications for companies: Companies can address three critical considerations to help ensure success in this category. First, companies will want to determine the right price value equation for at-home diagnostic kits since cost still presents a major barrier for many consumers today. Second, companies should consider creating consumer feedback loops, encouraging users to take action based on their test results and then test again to assess the impact of those interventions. Third, companies that help consumers understand their test results—either through the use of generative AI to help analyze and deliver personalized results, or through integration with telehealth services—could develop a competitive advantage.

Trend two: A new era for biomonitoring and wearables

Roughly half of all consumers we surveyed have purchased a fitness wearable at some point in time. While wearable devices such as watches have been popular for years, new modalities powered by breakthrough technologies have ushered in a new era for biomonitoring and wearable devices.

Wearable biometric rings, for example, are now equipped with sensors that provide consumers with insights about their sleep quality through paired mobile apps. Continuous glucose monitors, which can be applied to the back of the user’s arm, provide insights about the user’s blood sugar levels, which may then be interpreted by a nutritionist who can offer personalized health guidance.

Roughly one-third of surveyed wearable users said they use their devices more often than they did last year, and more than 75 percent of all surveyed consumers indicated an openness to using a wearable in the future. We expect the use of wearable devices to continue to grow, particularly as companies track a wider range of health indicators.

Implications for companies: While there is a range of effective wearable solutions on the market today for fitness and sleep, there are fewer for nutrition, weight management, and mindfulness, presenting an opportunity for companies to fill these gaps.

Wearables makers and health product and services providers in areas such as nutrition, fitness, and sleep can explore partnerships that try to make the data collected through wearable devices actionable, which could drive greater behavioral change among consumers. One example: a consumer interested in managing stress levels might wear a device that tracks spikes in cortisol. Companies could then use this data to make personalized recommendations for products related to wellness, fitness, and mindfulness exercises.

Businesses must keep data privacy and clarity of insights top of mind. Roughly 30 percent of China, UK, and US consumers are open to using a wearable device only if the data is shared exclusively with them. Additionally, requiring too much manual data input or sharing overly complicated insights could diminish the user experience. Ensuring that data collection is transparent and that insights are simple to understand and targeted to consumers’ specific health goals or risk factors will be crucial to attracting potential consumers.

Trend three: Personalization’s gen AI boost

Nearly one in five US consumers and one in three US millennials prefer personalized products and services. While the preference for personalized wellness products was lower than in years prior, we believe this is likely due to consumers becoming more selective about which personalized products and services they use.

Technological advancements and the rise of first-party data are giving personalization a new edge. Approximately 20 percent of consumers in the United Kingdom and the United States and 30 percent in China look for personalized products and services that use biometric data to provide recommendations. There is an opportunity to pair these tools with gen AI to unlock greater precision and customization. In fact, gen AI has already made its way to the wearables and app space: some wearables use gen AI to design customized workouts for users based on their fitness data.

Implications for companies: Companies that offer software-based health and wellness services to consumers are uniquely positioned to incorporate gen AI into their personalization offerings. Other businesses could explore partnerships with companies that use gen AI to create personalized wellness recommendations.

Trend four: Clinical over clean

Last year, we saw consumers begin to shift away from wellness products with clean or natural ingredients to those with clinically proven ingredients. Today, that shift is even more evident. Roughly half of UK and US consumers reported clinical effectiveness as a top purchasing factor, while only about 20 percent reported the same for natural or clean ingredients. This trend is most pronounced in categories such as over-the-counter medications and vitamins and supplements (Exhibit 3).

In China, consumers expressed roughly equal overall preference for clinical and clean products, although there were some variations between categories. They prioritized clinical efficacy for digestive medication, topical treatments, and eye care products, while they preferred natural and clean ingredients for supplements, superfoods, and personal-care products.

Implications for companies: To meet consumer demand for clinically proven products, some brands will be able to emphasize existing products in their portfolios, while other businesses may have to rethink product formulations and strategy. While wellness companies that have built a brand around clean or natural products—particularly those with a dedicated customer base—may not want to pivot away from their existing value proposition, they can seek out third-party certifications to help substantiate their claims and reach more consumers.

Companies can boost the clinical credibility of their products by using clinically tested ingredients, running third-party research studies on their products, securing recommendations from healthcare providers and scientists, and building a medical board that weighs in on product development.

Trend five: The rise of the doctor recommendation

The proliferation of influencer marketing in the consumer space has created new sources of wellness information—with varying degrees of credibility. As consumers look to avoid “healthwashing” (that is, deceptive marketing that positions a product as healthier than it really is), healthcare provider recommendations are important once again.

Doctor recommendations are the third-highest-ranked source of influence on consumer health and wellness purchase decisions in the United States (Exhibit 4). Consumers said they are most influenced by doctors’ recommendations when seeking care related to mindfulness, sleep, and overall health (which includes the use of vitamins, over-the-counter medications, and personal- and home-care products).

Implications for companies: Brands need to consider which messages and which messengers are most likely to resonate with their consumers. We have found that a company selling products related to mindfulness may want to use predominately doctor recommendations and social media advertising, whereas a company selling fitness products may want to leverage recommendations from friends and family, as well as endorsements from personal trainers.

Seven areas of growth in the wellness space

Building upon last year’s research, several pockets of growth in the wellness space are emerging. Increasing consumer interest, technological breakthroughs, product innovation, and an increase in chronic illnesses have catalyzed growth in these areas.

Women’s health

Historically, women’s health has been underserved and underfunded . Today, purchases of women’s health products are on the rise across a range of care needs (Exhibit 5). While the highest percentage of respondents said they purchased menstrual-care and sexual-health products, consumers said they spent the most on menopause and pregnancy-related products in the past year.

Digital tools are also becoming more prevalent in the women’s health landscape. For example, wearable devices can track a user’s physiological signals to identify peak fertility windows.

Despite recent growth in the women’s health space, there is still unmet demand for products and services. Menopause has been a particularly overlooked segment of the market: only 5 percent of FemTech  start-ups address menopause needs. 2 Christine Hall, “Why more startups and VCs are finally pursuing the menopause market: ‘$600B is not “niche,”’” Crunchbase, January 21, 2021.   Consumers also continue to engage with offerings across the women’s health space, including menstrual and intimate care, fertility support, pregnancy and motherhood products, and women-focused healthcare centers, presenting opportunities for companies to expand products and services in these areas.

Healthy aging

Demand for products and services that support healthy aging and longevity is on the rise, propelled by a shift toward preventive medicine, the growth of health technology (such as telemedicine and digital-health monitoring), and advances in research on antiaging products.

Roughly 70 percent of consumers in the United Kingdom and the United States and 85 percent in China indicated that they have purchased more in this category in the past year than in prior years.

More than 60 percent of consumers surveyed considered it “very” or “extremely” important to purchase products or services that help with healthy aging and longevity. Roughly 70 percent of consumers in the United Kingdom and the United States and 85 percent in China indicated that they have purchased more in this category in the past year than in prior years. These results were similar across age groups, suggesting that the push toward healthy aging is spurred both by younger generations seeking preventive solutions and older generations seeking to improve their longevity. As populations across developed economies continue to age (one in six people in the world will be aged 60 or older by 2030 3 “Ageing and health,” World Health Organization, October 1, 2022. ), we expect there to be an even greater focus globally on healthy aging.

To succeed in this market, companies can take a holistic approach to healthy-aging solutions , which includes considerations about mental health and social factors. Bringing products and services to market that anticipate the needs of aging consumers—instead of emphasizing the aging process to sell these products—will be particularly important. For example, a service that addresses aging in older adults might focus on one aspect of longevity, such as fitness or nutrition, rather than the process of aging itself.

Weight management

Weight management is top of mind for consumers in the United States, where nearly one in three adults struggles with obesity 4 Obesity fact sheet 508 , US Centers for Disease Control and Prevention, July 2022. ; 60 percent of US consumers in our survey said they are currently trying to lose weight.

While exercise is by far the most reported weight management intervention in our survey, more than 50 percent of US consumers considered prescription medication, including glucagon-like peptide-1 (GLP-1) drugs, to be a “very effective” intervention. Prescription medication is perceived differently elsewhere: less than 30 percent of UK and China consumers considered weight loss drugs to be very effective.

Given the recency of the GLP-1 weight loss trend, it is too early to understand how it will affect the broader consumer health and wellness market. Companies should continue to monitor the space as further data emerges on adoption rates and impact across categories.

In-person fitness

Fitness has shifted from a casual interest to a priority for many consumers: around 50 percent of US gym-goers said that fitness is a core part of their identity (Exhibit 6). This trend is even stronger among younger consumers—56 percent of US Gen Z consumers surveyed considered fitness a “very high priority” (compared with 40 percent of overall US consumers).

In-person fitness classes and personal training are the top two areas where consumers expect to spend more on fitness. Consumers expect to maintain their spending on fitness club memberships and fitness apps.

The challenge for fitness businesses will be to retain consumers among an ever-increasing suite of choices. Offering best-in-class facilities, convenient locations and hours, and loyalty and referral programs are table stakes. Building strong communities and offering experiences such as retreats, as well as services such as nutritional coaching and personalized workout plans (potentially enabled by gen AI), can help top players evolve their value proposition and manage customer acquisition costs.

More than 80 percent of consumers in China, the United Kingdom, and the United States consider gut health to be important, and over 50 percent anticipate making it a higher priority in the next two to three years.

One-third of US consumers, one-third of UK consumers, and half of Chinese consumers said they wish there were more products in the market to support their gut health.

While probiotic supplements are the most frequently used gut health products in China and the United States, UK consumers opt for probiotic-rich foods such as kimchi, kombucha, or yogurt, as well as over-the-counter medications. About one-third of US consumers, one-third of UK consumers, and half of Chinese consumers said they wish there were more products in the market to support their gut health. At-home microbiome testing and personalized nutrition are two areas where companies can build on the growing interest in this segment.

Sexual health

The expanded cultural conversation about sexuality, improvements in sexual education, and growing support for female sexual-health challenges (such as low libido, vaginal dryness, and pain during intercourse) have all contributed to the growth in demand for sexual-health products.

Eighty-seven percent of US consumers reported having spent the same or more on sexual-health products in the past year than in the year prior, and they said they purchased personal lubricants, contraceptives, and adult toys most frequently.

While more businesses began to sell sexual-health products online during the height of the COVID-19 pandemic, a range of retailers—from traditional pharmacies to beauty retailers to department stores—are now adding more sexual-health brands and items to their store shelves. 5 Keerthi Vedantam, “Why more sexual wellness startups are turned on by retail,” Crunchbase, November 15, 2022.   This creates marketing and distribution opportunities for disruptor brands to reach new audiences and increase scale.

Despite consistently ranking as the second-highest health and wellness priority for consumers, sleep is also the area where consumers said they have the most unmet needs. In our previous report, 37 percent of US consumers expressed a desire for additional sleep and mindfulness products and services, such as those that address cognitive functioning, stress, and anxiety management. In the year since, little has changed. One of the major challenges in improving sleep is the sheer number of factors that can affect a good night’s sleep, including diet, exercise, caffeination, screen time, stress, and other lifestyle factors. As a result, few, if any, tech players and emerging brands in the sleep space have been able to create a compelling ecosystem to improve consumer sleep holistically. Leveraging consumer data to address specific pain points more effectively—including inducing sleep, minimizing sleep interruptions, easing wakefulness, and improving sleep quality—presents an opportunity for companies.

As consumers take more control over their health outcomes, they are looking for data-backed, accessible products and services that empower them to do so. Companies that can help consumers make sense of this data and deliver solutions that are personalized, relevant, and rooted in science will be best positioned to succeed.

Shaun Callaghan is a partner in McKinsey’s New Jersey office; Hayley Doner is a consultant in the Paris office; and Jonathan Medalsy is an associate partner in the New York office, where Anna Pione is a partner and Warren Teichner is a senior partner.

The authors wish to thank Celina Bade, Cherry Chen, Eric Falardeau, Lily Fu, Eric He, Sara Hudson, Charlotte Lucas, Maria Neely, Olga Ostromecka, Akshay Rao, Michael Rix, and Alex Sanford for their contributions to this article.

This article was edited by Alexandra Mondalek, an editor in the New York office.

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• Kreyòl Ayisyen

Data Spotlight: Developments in the Paycheck Advance Market

Executive summary, key findings, product overview, data collection methodology.

A significant driver of demand for consumer credit and financial products derives from the mismatch between when a family receives income and when a family must make payments for expenses. To reduce their costs, employers have a strong incentive to delay the payment of compensation to workers, which drives demand for short-term credit.

Credit cards, payday loans, and other financial products have long sought to address this credit need. In recent years, financial providers have developed new offerings in the marketplace, typically offered online. The CFPB has been analyzing the range of products that seek to provide funds to consumers in advance of receiving wages and compensation. While these advances have important similarities to payday loans and other products, they are also distinct from traditional offerings.

As part of the CFPB’s continued monitoring of the earned wage product market, we obtained data from eight providers to better understand the size of the market, usage patterns, and fee structures. This spotlight summarizes aggregated, anonymized data from that effort. All firms in our sample partner or integrate with employers’ payroll systems. We refer to this model as employer-partnered. 1 Where available, we also include public data on direct-to-consumer earned wage products. 2

A note on terminology: for clarity, this spotlight uses the phrase “earned wage product” to describe third-party products that tie funding amounts to accrued or estimated wages and that are repayable on the next payday or withheld from the next paycheck. 3

• The market for employer-partnered earned wage products continues to grow rapidly. The CFPB estimates that the number of transactions processed by these providers grew by over 90% from 2021 to 2022, with more than 7 million workers accessing approximately $22 billion in 2022.
• The average transaction size is relatively small . Across providers in our sample of employer-partnered firms the average transaction amount ranged from $35 to $200, with an overall average transaction size of $106. The average worker accessed $3,000 in funds per year.
• Repeat usage is high and the share of workers using earned wage products each month is increasing. The average worker in our sample had 27 earned wage transactions per year. The share of workers in our sample using the product at least once a month increased from 41% in 2021 to nearly 50% in 2022.
• Few employers cover the cost of earned wage products on behalf of their workers . We estimate that employers in our sample subsidized less than 5% of total fees.
• When employers do not cover the cost, nearly all workers paid a fee for expedited access to their funds. Across our sample of surveyed companies, in 2021 and 2022, roughly 90% of workers paid at least one earned wage product-related fee. Among the companies in our sample that collect fees, the average cost per transaction ranged from $0.61 to $4.70. When workers paid a fee, the average size was approximately $3.18. Workers paid an average of $68.88 per year in fees.
• Based on the average data inputs in our sample, an illustrative annual percentage rate (APR) for a typical employer-partnered earned wage product transaction equates to 109.5%. As actual APRs will vary depending on transaction size, fees paid, and duration, this APR estimate understates APRs for smaller transactions with shorter terms.

In the US, nearly three-quarters of workers on non-farm payrolls are paid every two weeks or monthly. 4 Managing liquidity can be particularly expensive for lower-income workers and options they may consider include payday loans, credit cards, overdraft, earned wage products, and missing payments on household bills and debt. 5 Earned wage products provide workers access, before their payday, to a portion of their earned but unpaid wages or to funds that purport to equal or approximate a portion of their unpaid wages.

Earned wage products are offered through two primary models, the employer-partnered model and the direct-to-consumer model.

In the employer-partnered model, a third-party firm contracts with employers, typically provides the funding, integrates with the employer’s time and attendance records to determine actual wages that have been earned but not yet paid, and is repaid by payroll deduction. Employer-partnered firms have relatively low customer acquisition and marketing costs after the employer relationship is established, do not pull credit reports or credit scores, and typically have no access to the worker’s bank account for repayment. A frequently cited report from an industry analyst on the size of the U.S. employer-partnered earned wage product market estimated that in 2020, there were 56 million individual transactions amounting to $9.5 billion. 6 This was three times the estimated size of the market in 2018, at $3.2 billion across 18.6 million transactions.

In the direct-to-consumer model, there is no employer integration or relationship, and the firm markets its services directly to the general public. 7 Because direct-to-consumer firms do not typically have access to employers’ time and attendance records, they use alternate methods to estimate the amount of a consumers’ earned but unpaid wages at the time the consumer seeks access to funds. For example, direct-to-consumer firms typically require proof of or access to recent pay stubs or regular bank deposits and bank account transactions, and some direct-to-consumer firms utilize geolocation services to estimate hours worked. 8 Repayment is typically made by directly debiting the consumer’s bank account, which could result in consumers paying overdraft or NSF fees if their accounts do not contain sufficient funds on the repayment date.

Anecdotally, most market observers agree that earned wage product transactions grew significantly over the last few years. 9 This report updates the current sizing estimate of the earned wage products market and provides other data.

In 2023, the CFPB obtained data from eight employer-partnered earned wage product firms, constituting, by our estimates, slightly less than half of the overall employer-partnered earned wage product market. These firms provided data for 2021 and 2022 that included:

• Number of unique users
• Number of transactions
• Dollar amount of transactions
• Average number of transactions per user
• Average dollar amount of transactions
• Average length of time between transaction and scheduled due date
• Total dollar amount of fees paid
• Number of users who paid a fee, by category
• Number of users who paid no fee
• Number of times the amount collected was less than amount due (charge-offs)
• Number of unique users by transaction frequency

This section features descriptive statistics from our data collection including market sizing, fees, usage patterns and charge-off rates. While our data comes from only employer-partnered earned wage product providers, when possible we use these results combined with other data to discuss both direct-to-consumer products and the overall earned wage product market.

Market size and growth

Across our sample from 2021 to 2022, both the number of employer-partnered earned wage product transactions and the total dollar amount of funds accessed nearly doubled. In aggregate, in 2021, the eight firms in our sample processed $4.57 billion in funds with 43 million transactions across 1.88 million unique users (see Figure 1). In 2022, this grew to $8.90 billion in funds and 83 million transactions across 2.80 million unique users. The number of unique users also increased, albeit at a slightly lower rate. These figures suggest that the employer-partnered earned wage product industry has continued to grow significantly since 2020. The difference between user growth and overall growth in transaction volume also suggests a substantial increase in the average frequency of use.

Adding publicly available data to the CFPB’s sample, we estimate that since 2020 the employer-partnered earned wage product market has nearly doubled in size. In 2022, employer-partnered earned wage firms advanced $22.8 billion across 214 million transactions. 10 We further estimate that in 2022, 7.2 million workers utilized employer-partnered earned wage products at least once.

In addition, we estimate that direct-to-consumer earned wage product providers issued approximately $9.1 billion in funds for 3 million consumers. Combined with employer- partnered transactions, in 2022, roughly 10 million workers utilized earned wage product transactions to access over $31.9 billion. 11

FIGURE 1: Employer-partnered earned wage product growth rate (2021-2022)

Most employer-partnered earned wage product firms provide free and fee-based options for receipt of funds.

Free options typically include an ACH funds transfer to the worker’s external bank account that may take one-to-three days; instant receipt of funds on the provider’s debit, prepaid, or payroll card; 12 visiting a specified retail store to obtain funds; taking the funds on a designated retailer’s gift card; or employer-subsidized funding of some or all of transfers. Marketing to employers often promotes the free or no cost options for workers. 13

There are several fee-based options. Workers who want immediate access to funds in an account of their choice generally must pay an expedited payment fee. Some providers only offer one transfer method and charge a flat fee for all transactions. Others charge fees as a percentage of funds requested. Very occasionally, employer-partnered earned wage product providers have charged workers periodic subscription fees, though these are far more common in the direct-to-consumer space. 14

Fee-based options among direct-to-consumer earned wage product companies include expedited payment fees, transaction fees, and periodic fees. In addition, some direct-to-consumer companies solicit “tips” from users. One recent data summary found that the average tip amount was $4.09, and that tip-based providers received such fees 73% of the time. 15 Several reports have criticized the tip model. 16 Employer-partnered earned wage product firms typically do not solicit or accept tips. 17

Figure 2 includes a description of fees charged by a selection of both employer-partnered and direct-to-consumer providers obtained from publicly available websites. 18 These providers are not necessarily representative of the industry or the firms that participated in the CFPB’s data collection.

FIGURE 2: Sample of earned wage product fee models 19

In our sample of employer-partnered firms that collect fees, user fees ranged from $1.99 to $5 per transaction. One firm offered a free suite of options, while two firms charged a flat fee for each transaction. The remaining firms provided a mix of pricing options. The most common fee in our sample was an expedited payment fee; 96.61% of all fees paid by workers across 2021 and 2022 were for expedited payments. Across 2021 and 2022, we estimate that the average amount workers paid for transactions with fees was $3.18 per transaction. 20 When we include all transactions, including both free and with fees, the average cost to workers was $2.60 per transaction.

Some providers in our sample also reported that some employers subsidize their workers’ transactions, although by our calculations employer subsidization made up approximately 5% of total fee revenue. 21 Unless otherwise stated, all fee metrics refer to data from our sample of nonsubsidized fees paid by users for employer-partnered earned wage product-related transactions.

Without employer subsidization, across both years in our sample, around 90% of workers paid at least one fee and approximately 82% of transactions incurred a fee. 22 In these transactions, almost all consumer-paid fee revenue (96.6%) was derived from expedited transfer fees. Just 3.3% of fee revenue came from flat transaction fees, and 0.05% of fee revenue came from subscription fees. 23

As a percentage of origination volume, user fees varied from under 1% to nearly 6% across the surveyed companies. These fees equaled approximately 2% of total origination volume, roughly translating to an overall cost of $2 per $100 accessed. Between 2021 and 2022, there was a slight increase in both total fees as a percentage of origination volume and overall share of workers who paid at least one fee although the total dollar amount of fees paid by workers more than doubled (see Figure 3).

FIGURE 3: Employer-partnered earned wage product fee breakdown 24

Annual Percentage Rate and Costs

For illustrative purposes and using average inputs from our sample data, a single earned wage product transaction of $106 with $3.18 in fees for a ten-day period (see Figure 5 below) equates to an APR of 109.5%. As actual APRs will vary depending on transaction size, fees paid, and duration, a 109.5% APR understates APRs for smaller transactions with shorter terms. For example, a $50 transaction with $3.18 in fees for four days equates to a 580.4% APR. This kind of APR variance may explain why studies with access to transaction level data report higher average APRs. 25

Using published data from a direct-to-consumer firm, a $144 transaction for a seven-day period, with $8 in fees (the combined average tip and fee amount) equates to a 290% APR. 26

Costs Over Time

Figure 4 describes the range of costs in our sample associated with different employer-partnered earned wage product pricing and usage patterns over time. The average cost workers paid per transaction varied widely across the companies in our sample, ranging from $0.61 to $4.70, with an average of $2.60. The figure below assumes that each transaction at a given firm costs the same amount. Average frequency of usage also varied significantly across firms, ranging from 10 yearly transactions to over 40, with an average of 27. Workers using the same earned wage product firm may also exhibit significantly differently usage patterns depending on their needs and preferences. Figure 4 illustrates costs based on hypothetical usage patterns ranging from 10-42 uses per year, even though actual patterns may fall outside of this range.

FIGURE 4: Sample employer-partnered earned wage product worker costs and usage patterns

Usage Patterns

In our sample, the average employer-partnered earned wage product transaction size ranged from $35 to $200, with an overall average transaction of $106. The average frequency with which workers used employer-partnered earned wage products also varied significantly across providers, ranging from less than once a month to more than 3 times per month. Generally, providers that reported lower average transaction amounts also reported higher usage. Average transaction size and frequency likely reflect variation in marketing and company policies. For example, some employer-partnered providers offer funds to workers based on the amount of pay earned on a daily basis, with offers expiring at the end of the work day or shift, whereas others limit transaction frequency to once or twice a week and provide access to the amount of all accumulated earnings. 27 As such, in our sample the average amount of funds a worker accessed per year varied by employer-partnered company; ranging from under $700 to nearly $4,200. Across 2021 and 2022, workers took out an average of 27 transactions per year, equating to slightly more than two wage advances per month. See Figure 5 for average transaction size and other metrics.

FIGURE 5: employer-partnered earned wage product transaction size and volume

A common usage trend across employer-partnered providers is a U-shaped frequency distribution curve. In our sample, for 2021 and 2022, more than half of workers used an employer-partnered earned wage product once a month or less while roughly one-quarter of workers were very frequent users, taking out more than two transactions per month (see Figure 6). As many workers receive pay on a bi-weekly basis, this indicates that a substantial portion of workers used the product at least once per pay period during the survey period.

FIGURE 6: Share of users of employer-partnered earned wage products by yearly transaction frequency

The share of workers utilizing employer-partnered earned wage products on a regular cadence (once a month or more) slightly increased from 2021 to 2022, from 40.5% to 47.9%.

Charge-offs

Employer-partnered earned wage product providers generally reported very low rates of uncollectible transactions. As described above, employer-partnered companies typically integrate with employers’ payroll systems and automatically deduct repayments from the worker’s next paycheck. In rare instances, employer-partnered providers may be unable to recover funds from a worker, although in our sample data this occurred in less than 1% of all transactions. For employer-partnered firms, the providers’ failure to recover funds may occur when a user terminates employment before a transaction can be recovered or incoming pay stubs are unexpectedly low. In the rare instances of nonpayment of employer-partnered earned wage product, the only consequence is typically loss of future access to the product.

Employer-partnered earned wage product charge-off rates are significantly lower than publicly available charge-off data for direct-to-consumer companies (see Figure 7). This difference in charge-off rates is likely due to differences in repayment methods. Because direct-to-consumer providers do not typically have access to employers’ payroll systems for repayment, they collect funds from workers’ bank accounts. In addition, they often must rely on users’ self-reported or estimated earnings when offering their products and may utilize contractual and legal remedies for non-payment.

FIGURE 7: Earned wage product charge-off rates 28

Earned wage product use is increasing. Across the combined employer-partnered and direct-to-consumer earned wage product market, we estimate that in 2022, at least 5% of American workers utilized an earned wage product at least once. Our data indicates that employer-partnered earned wage product growth has accelerated throughout 2023.

Our data shows that despite firms marketing these services as free for workers, in non-employer subsidized transactions, most workers paid at least one fee and nearly all workers opt to pay a fee for expedited access to their funds. Based on average usage and cost patterns in our data, an illustrative APR is 109.5%. Although earned wage products are typically marketed as a free or low-cost solution for immediate short-term liquidity constraints, a high percentage of fee revenue comes from expedited transfer fees and repeat use. With nearly 50% of earned wage product users taking funds more than once a month, costs may accumulate for workers who are frequently paid by the hour, have liquidity constraints, and receive public benefits. 29

There is also a risk that workers may become financially overextended if they simultaneously use multiple earned wage products. Although this is unlikely within the employer-partnered market, it is possible that workers could use multiple direct-to-consumer products or use them in combination with employer-partnered products.

Employers in the retail, travel, healthcare, call center, hospitality and fast-food markets commonly offer employer-partnered earned wage products; it is also prevalent among rideshare drivers. Publicly advertised employers offering earned wage products include Humana, PayPal, Walmart, American Airlines, Uber, Lyft, Door Dash, Kroger, Wendy’s, and Westgate Resorts. Partnering providers include fintech firms (see Figure 2 for a sample of some of these firms) and human resource, benefits, and payroll providers such as ADP, Ceridian, and Gusto. Employer-partnered earned wage products are sometimes referred to as business-to-business.

Direct-to-consumer earned wage products are sometimes referred to as D2C or payday advance and may be integrated with a banking app. Note that this spotlight does not focus on payroll cards.

These products are sometimes referred to as wage advance programs, small loans, earned wage access, earned wage advances, early wage access, on demand pay, and income-based advances. See https://files.consumerfinance.gov/f/documents/cfpb_comment-letter-to-dfpi-2023-11.pdf ; 12 CFR 1041.3(d)(7) at https://www.govinfo.gov/content/pkg/FR-2017-11-17/pdf/2017-21808.pdf ; https://dfpi.ca.gov/wp-content/uploads/sites/337/2023/11/PRO-01-21-1st-Modified-Text.pdf ; and Financial Health Network, Earned Wage Access and Direct-to-Consumer Advance Usage Trends (April 2021), https://cfsi-innovation-files-2018.s3.amazonaws.com/wp-content/uploads/2021/04/26190749/EWA_D2C_Advance-_sage_Trends_FINAL.pdf . The Financial Health Network is primarily funded by financial institutions.

U.S. Bureau of Labor Statistics, Current Employment Statistics – CES (National) (February 2023), https://www.bls.gov/ces/publications/length-pay-period.htm .

Herman Donner and Francis Daniel Siciliano, The Impact of Earned Wage Access on Household Liquidity and Financial Well-Being (January 2022), https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4007632 (hereinafter Donner & Siciliano); Brookings Institution, Meet The Low-Wage Workforce (November 2019), https://www.brookings.edu/research/meet-the-low-wage-workforce .

Leslie Parrish, Making Ends Meet: On-Demand Pay and Employer-Based Loans (February 2021), https://aite-novarica.com/report/making-ends-meet-demand-pay-and-employer-based-loans . This estimate was based on interviews with executives of earned wage product firms (hereinafter “Parrish 2021”).

While employer-partnered firms integrate directly with a user’s payroll, some D2C firms are also able to do this via user-permissioned or user-shared time and attendance data. The majority of D2C firms still rely on an estimate of wages rather than real-time access. In addition, some D2C firms recoup funds from payroll deductions (“split deposits” similar to military allotments). See https://www.nytimes.com/2022/08/06/business/lenders-retailers-money-paycheck.html . There are other differences between the two models. See Marshall Lux and Cherie Chung, Earned Wage Access: An Innovation in Financial Inclusion? (Harvard Kennedy School Working Paper Series, No. 214) (June 2023), https://dash.harvard.edu/handle/1/37376263 (hereinafter “Lux & Chung”), pg. 14.

Earnin, FAQ – GPS earnings, https://help.earnin.com/hc/en-us/articles/14055905380371-FAQ-GPS-earnings (last visited March 14, 2024).

Lux & Chung pg. 2.

Using public information on mobile application downloads, market monitoring with industry participants, and analysis of public financial information, we estimate that our sample of providers constitutes slightly less than half of the total employer-partnered market. This estimate does not necessarily include payroll or benefits companies that partner with employers to provide earned wage products in addition to other services. We also exclude employer-partnered providers for whom there are no reliable metrics on yearly users or transaction volume.

Two large D2C companies, Dave and MoneyLion, combined for $4.5 billion in wage access volume in 2022. CFPB market monitoring and third-party analysis indicates these two companies constitute approximately half of the D2C market. See https://investors.moneylion.com/filings-financials/sec-filings/annual-reports/content/0000950170-23-008455/ml-20221231.htm ; https://investors.dave.com/node/8116/html ; and Parrish 2021, pg. 18-19.

Earned wage product firms typically earn a percentage of interchange fee revenue from these cards. In addition, cards may carry usage fees such as out-of-network ATM withdrawal fees, balance inquiry fees, ATM decline fees, transfer to digital wallet fees, and express shipping for replacement card fees. See, e.g., Instant Financial, Payroll Card Cardholder Agreement , https://www.instant.co/cardholder-agreement/ ;Payactiv, Fee Schedule, https://www.payactiv.com/assets/pdf/card411/CS231164.PayactivPrepaid.LongForm.CBKC12042023.pdf ;and DailyPay, Cardholder Agreement , https://friday.dailypay.com/legal/card-agreement/ All websites last visited July 10, 2024.

See, e.g. , Instant, Your All-in-One Employee Pay Platform , https://www.instant.co/ and DailyPay, EWA Platform , https://www.dailypay.com/earned-wage-access-platform/ . All websites last visited July 10, 2024.

See, e.g., Brigit, Our Pricing , https://www.hellobrigit.com/pricing ; Dave, Free yourself from hidden fees , https://dave.com/no-hidden-fees . All websites last visited July 10, 2024.

California Department of Financial Protection and Innovation, 2021 Earned Wage Access Findings , (March 2023), https://dfpi.ca.gov/wp-content/uploads/sites/337/2023/03/2021-Earned-Wage-Access-Data-Findings-Cited-in-ISOR.pdf (hereinafter DFPI Findings); See also, CFPB, Comment on Proposed Rule Addressing “Income-Based Advances” and Related Charges (November 2023), https://files.consumerfinance.gov/f/documents/cfpb_comment-letter-to-dfpi-2023-11.pdf

DFPI Findings, pg. 61-62; Lux & Chung; Center for Responsible Lending, Paying to be Paid: Consumer Protections Needed for Earned Wage Advances and Other Fintech Cash Advances (Oct 2023), available at https://www.responsiblelending.org/sites/default/files/nodes/files/research-publication/crl-ewa-brief-oct2023.pdf ; National Consumer Law Center, Earned Wage Advances and Other Fintech Payday Loans: Workers Shouldn’t Pay to be Paid (Apr 2023), https://www.nclc.org/wp-content/uploads/2023/03/IB_Earned_Wage_Advances-3-3-23-1-1.pdf ; Financial Health Network, Exploring Earned Wage Access as a Liquidity Solution (Nov 2023), available at https://finhealthnetwork.org/wp-content/uploads/2023/12/EWA-Users-Report-2023.pdf (funded by an employer-partnered firm).

See GAO, “Financial Technology: Products Have Benefits and Risks to Underserved Consumers, and Regulatory Clarity is Needed” (Mar 2023), available at pg. 21, https://www.gao.gov/assets/gao-23-105536.pdf .

Some providers charge fees for both the cost of the transaction and to transfer funds from a provider’s debit card to a user’s personal account. Figure 2 is not exhaustive of all firms, products, and fees.

See AnyDay, https://anydayispayday.com/frequently-asked-questions/ ; Branch, https://www.branchapp.com/legal/terms ; DailyPay, https://get.dailypay.com/our-fees/ ; Immediate, https://joinimmediate.com/ewa-therightway/ ; OrbisPay, https://www.orbispay.me/terms-of-service ; Rain, https://www.rainapp.com/terms/eft ; Brigit, https://www.hellobrigit.com/pricing ; Dave, https://dave.com/no-hidden-fees . All websites last visited July 10, 2024.

Utilizing aggregated transaction volume and fee pricing data for the companies in our sample that collect consumer fees, we estimate the percent of transactions which incurred a fee and the average size of each fee. For firms that offer a range of pricing options, we use a midpoint between the highest and lowest fees collected to construct our estimate. We exclude from this analysis one provider which reported that over 95% of fees are subsidized by employer partners and another firm that declined to provide fee data.

There is an exception of one provider which reported that over 95% of all fees are subsidized by employer partners.

See note 20.

One firm declined to provide information regarding fees paid for instant transfers to an external account. Another firm reported that a large percentage of their fee revenue was subsidized by employers. Figures 3-4 do not include any data from those firms. In addition, these metrics do not include revenue from employer subsidization and interchange fees.

California reported a 331% APR for two “non-tip” companies (firms that do not solicit tips) based on transaction and quarterly data for two quarters of 2021, weighted by the number of transactions. DFPI Findings at pg. 3 & 7. Non-tip companies may include both employer-partnered and direct-to-consumer firms. Our sample does not include transaction level data.

When combining all earned wage product revenue, including expedited transfer fees and tips, Dave earns approximately $8 per transaction and has an average transaction amount of $144 for seven to ten days (see https://investors.dave.com/node/8116/html ).

Parrish 2021, pg. 10-11.

The direct-to-consumer charge-off rate is an average of two large direct-to-consumer companies that file public financial information. Other similar companies may have higher or lower charge-off rates, and these rates tend to vary year-to-year. See https://investors.moneylion.com/filings-financials/sec-filings/annual-reports/content/0000950170-23-008455/ml-20221231.htm ; https://investors.dave.com/node/8116/html .

Lux & Chung. In this survey of 1000 earned wage users, the majority fell under federal poverty guidelines and over 80% were hourly or gig workers. Of survey participants, 41% reported having access to employer-partnered products and over 60% had used a direct-to-consumer app. The survey noted that “…many users had complaints about high fees, overdrafts caused by [direct-to-consumer] apps, and getting caught in a liquidity cycle,” see pg. 20. The survey did not distinguish between users of the two earned wage product models.

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Market research definition

Market research – in-house or outsourced, market research in the age of data, when to use market research.

• Types of market research 

Different types of primary research

How to do market research (primary data), how to do secondary market research, communicating your market research findings, choose the right platform for your market research, try qualtrics for free, the ultimate guide to market research and how to conduct it like a pro.

27 min read Wondering how to do market research? Or even where to start learning about it? Use our ultimate guide to understand the basics and discover how you can use market research to help your business.

Market research is the practice of gathering information about the needs and preferences of your target audience – potential consumers of your product.

When you understand how your target consumer feels and behaves, you can then take steps to meet their needs and mitigate the risk of an experience gap – where there is a shortfall between what a consumer expects you to deliver and what you actually deliver. Market research can also help you keep abreast of what your competitors are offering, which in turn will affect what your customers expect from you.

Market research connects with every aspect of a business – including brand , product , customer service , marketing and sales.

Market research generally focuses on understanding:

• The consumer (current customers, past customers, non-customers, influencers))
• The company (product or service design, promotion, pricing, placement, service, sales)
• The competitors (and how their market offerings interact in the market environment)
• The industry overall (whether it’s growing or moving in a certain direction)

Learn from the world’s best market research leaders at X4 2023

Why is market research important?

A successful business relies on understanding what like, what they dislike, what they need and what messaging they will respond to. Businesses also need to understand their competition to identify opportunities to differentiate their products and services from other companies.

Today’s business leaders face an endless stream of decisions around target markets, pricing, promotion, distribution channels, and product features and benefits . They must account for all the factors involved, and there are market research studies and methodologies strategically designed to capture meaningful data to inform every choice. It can be a daunting task.

Market research allows companies to make data-driven decisions to drive growth and innovation.

What happens when you don’t do market research?

Without market research, business decisions are based at best on past consumer behavior, economic indicators, or at worst, on gut feel. Decisions are made in a bubble without thought to what the competition is doing. An important aim of market research is to remove subjective opinions when making business decisions. As a brand you are there to serve your customers, not personal preferences within the company. You are far more likely to be successful if you know the difference, and market research will help make sure your decisions are insight-driven.

Traditionally there have been specialist market researchers who are very good at what they do, and businesses have been reliant on their ability to do it. Market research specialists will always be an important part of the industry, as most brands are limited by their internal capacity, expertise and budgets and need to outsource at least some aspects of the work.

However, the market research external agency model has meant that brands struggled to keep up with the pace of change. Their customers would suffer because their needs were not being wholly met with point-in-time market research.

Businesses looking to conduct market research have to tackle many questions –

• Who are my consumers, and how should I segment and prioritize them?
• What are they looking for within my category?
• How much are they buying, and what are their purchase triggers, barriers, and buying habits?
• Will my marketing and communications efforts resonate?
• Is my brand healthy ?
• What product features matter most?
• Is my product or service ready for launch?
• Are my pricing and packaging plans optimized?

They all need to be answered, but many businesses have found the process of data collection daunting, time-consuming and expensive. The hardest battle is often knowing where to begin and short-term demands have often taken priority over longer-term projects that require patience to offer return on investment.

Today however, the industry is making huge strides, driven by quickening product cycles, tighter competition and business imperatives around more data-driven decision making. With the emergence of simple, easy to use tools , some degree of in-house market research is now seen as essential, with fewer excuses not to use data to inform your decisions. With greater accessibility to such software, everyone can be an expert regardless of level or experience.

How is this possible?

The art of research hasn’t gone away. It is still a complex job and the volume of data that needs to be analyzed is huge. However with the right tools and support, sophisticated research can look very simple – allowing you to focus on taking action on what matters.

If you’re not yet using technology to augment your in-house market research, now is the time to start.

The most successful brands rely on multiple sources of data to inform their strategy and decision making, from their marketing segmentation to the product features they develop to comments on social media. In fact, there’s tools out there that use machine learning and AI to automate the tracking of what’s people are saying about your brand across all sites.

The emergence of newer and more sophisticated tools and platforms gives brands access to more data sources than ever and how the data is analyzed and used to make decisions. This also increases the speed at which they operate, with minimal lead time allowing brands to be responsive to business conditions and take an agile approach to improvements and opportunities.

Expert partners have an important role in getting the best data, particularly giving access to additional market research know-how, helping you find respondents , fielding surveys and reporting on results.

How do you measure success?

Business activities are usually measured on how well they deliver return on investment (ROI). Since market research doesn’t generate any revenue directly, its success has to be measured by looking at the positive outcomes it drives – happier customers, a healthier brand, and so on.

When changes to your products or your marketing strategy are made as a result of your market research findings, you can compare on a before-and-after basis to see if the knowledge you acted on has delivered value.

Regardless of the function you work within, understanding the consumer is the goal of any market research. To do this, we have to understand what their needs are in order to effectively meet them. If we do that, we are more likely to drive customer satisfaction , and in turn, increase customer retention .

Several metrics and KPIs are used to gauge the success of decisions made from market research results, including

• Brand awareness within the target market
• Share of wallet
• CSAT (customer satisfaction)
• NPS (Net Promoter Score)

You can use market research for almost anything related to your current customers, potential customer base or target market. If you want to find something out from your target audience, it’s likely market research is the answer.

Here are a few of the most common uses:

Buyer segmentation and profiling

Segmentation is a popular technique that separates your target market according to key characteristics, such as behavior, demographic information and social attitudes. Segmentation allows you to create relevant content for your different segments, ideally helping you to better connect with all of them.

Buyer personas are profiles of fictional customers – with real attributes. Buyer personas help you develop products and communications that are right for your different audiences, and can also guide your decision-making process. Buyer personas capture the key characteristics of your customer segments, along with meaningful insights about what they want or need from you. They provide a powerful reminder of consumer attitudes when developing a product or service, a marketing campaign or a new brand direction.

By understanding your buyers and potential customers, including their motivations, needs, and pain points, you can optimize everything from your marketing communications to your products to make sure the right people get the relevant content, at the right time, and via the right channel .

Attitudes and Usage surveys

Attitude & Usage research helps you to grow your brand by providing a detailed understanding of consumers. It helps you understand how consumers use certain products and why, what their needs are, what their preferences are, and what their pain points are. It helps you to find gaps in the market, anticipate future category needs, identify barriers to entry and build accurate go-to-market strategies and business plans.

Marketing strategy

Effective market research is a crucial tool for developing an effective marketing strategy – a company’s plan for how they will promote their products.

It helps marketers look like rock stars by helping them understand the target market to avoid mistakes, stay on message, and predict customer needs . It’s marketing’s job to leverage relevant data to reach the best possible solution  based on the research available. Then, they can implement the solution, modify the solution, and successfully deliver that solution to the market.

Product development

You can conduct market research into how a select group of consumers use and perceive your product – from how they use it through to what they like and dislike about it. Evaluating your strengths and weaknesses early on allows you to focus resources on ideas with the most potential and to gear your product or service design to a specific market.

Chobani’s yogurt pouches are a product optimized through great market research . Using product concept testing – a form of market research – Chobani identified that packaging could negatively impact consumer purchase decisions. The brand made a subtle change, ensuring the item satisfied the needs of consumers. This ability to constantly refine its products for customer needs and preferences has helped Chobani become Australia’s #1 yogurt brand and increase market share.

Pricing decisions

Market research provides businesses with insights to guide pricing decisions too. One of the most powerful tools available to market researchers is conjoint analysis, a form of market research study that uses choice modeling to help brands identify the perfect set of features and price for customers. Another useful tool is the Gabor-Granger method, which helps you identify the highest price consumers are willing to pay for a given product or service.

Brand tracking studies

A company’s brand is one of its most important assets. But unlike other metrics like product sales, it’s not a tangible measure you can simply pull from your system. Regular market research that tracks consumer perceptions of your brand allows you to monitor and optimize your brand strategy in real time, then respond to consumer feedback to help maintain or build your brand with your target customers.

Advertising and communications testing

Advertising campaigns can be expensive, and without pre-testing, they carry risk of falling flat with your target audience. By testing your campaigns, whether it’s the message or the creative, you can understand how consumers respond to your communications before you deploy them so you can make changes in response to consumer feedback before you go live.

Finder, which is one of the world’s fastest-growing online comparison websites, is an example of a brand using market research to inject some analytical rigor into the business . Fueled by great market research, the business lifted brand awareness by 23 percent, boosted NPS by 8 points, and scored record profits – all within 10 weeks.

Competitive analysis

Another key part of developing the right product and communications is understanding your main competitors and how consumers perceive them. You may have looked at their websites and tried out their product or service, but unless you know how consumers perceive them, you won’t have an accurate view of where you stack up in comparison. Understanding their position in the market allows you to identify the strengths you can exploit, as well as any weaknesses you can address to help you compete better.

Customer Story

See How Yamaha Does Product Research

Types of market research

Although there are many types market research, all methods can be sorted into one of two categories: primary and secondary.

Primary research

Primary research is market research data that you collect yourself. This is raw data collected through a range of different means – surveys , focus groups,  , observation and interviews being among the most popular.

Primary information is fresh, unused data, giving you a perspective that is current or perhaps extra confidence when confirming hypotheses you already had. It can also be very targeted to your exact needs. Primary information can be extremely valuable. Tools for collecting primary information are increasingly sophisticated and the market is growing rapidly.

Historically, conducting market research in-house has been a daunting concept for brands because they don’t quite know where to begin, or how to handle vast volumes of data. Now, the emergence of technology has meant that brands have access to simple, easy to use tools to help with exactly that problem. As a result, brands are more confident about their own projects and data with the added benefit of seeing the insights emerge in real-time.

Secondary research

Secondary research is the use of data that has already been collected, analyzed and published – typically it’s data you don’t own and that hasn’t been conducted with your business specifically in mind, although there are forms of internal secondary data like old reports or figures from past financial years that come from within your business. Secondary research can be used to support the use of primary research.

Secondary research can be beneficial to small businesses because it is sometimes easier to obtain, often through research companies. Although the rise of primary research tools are challenging this trend by allowing businesses to conduct their own market research more cheaply, secondary research is often a cheaper alternative for businesses who need to spend money carefully. Some forms of secondary research have been described as ‘lean market research’ because they are fast and pragmatic, building on what’s already there.

Because it’s not specific to your business, secondary research may be less relevant, and you’ll need to be careful to make sure it applies to your exact research question. It may also not be owned, which means your competitors and other parties also have access to it.

Primary or secondary research – which to choose?

Both primary and secondary research have their advantages, but they are often best used when paired together, giving you the confidence to act knowing that the hypothesis you have is robust.

Secondary research is sometimes preferred because there is a misunderstanding of the feasibility of primary research. Thanks to advances in technology, brands have far greater accessibility to primary research, but this isn’t always known.

If you’ve decided to gather your own primary information, there are many different data collection methods that you may consider. For example:

• Customer surveys
• Focus groups
• Observation

Think carefully about what you’re trying to accomplish before picking the data collection method(s) you’re going to use. Each one has its pros and cons. Asking someone a simple, multiple-choice survey question will generate a different type of data than you might obtain with an in-depth interview. Determine if your primary research is exploratory or specific, and if you’ll need qualitative research, quantitative research, or both.

Qualitative vs quantitative

Another way of categorising different types of market research is according to whether they are qualitative or quantitative.

Qualitative research

Qualitative research is the collection of data that is non-numerical in nature. It summarises and infers, rather than pin-points an exact truth. It is exploratory and can lead to the generation of a hypothesis.

Market research techniques that would gather qualitative data include:

• Interviews (face to face / telephone)
• Open-ended survey questions

Researchers use these types of market research technique because they can add more depth to the data. So for example, in focus groups or interviews, rather than being limited to ‘yes’ or ‘no’ for a certain question, you can start to understand why someone might feel a certain way.

Quantitative research

Quantitative research is the collection of data that is numerical in nature. It is much more black and white in comparison to qualitative data, although you need to make sure there is a representative sample if you want the results to be reflective of reality.

Quantitative researchers often start with a hypothesis and then collect data which can be used to determine whether empirical evidence to support that hypothesis exists.

Quantitative research methods include:

• Questionnaires
• Review scores

Exploratory and specific research

Exploratory research is the approach to take if you don’t know what you don’t know. It can give you broad insights about your customers, product, brand, and market. If you want to answer a specific question, then you’ll be conducting specific research.

• Exploratory . This research is general and open-ended, and typically involves lengthy interviews with an individual or small focus group.
• Specific . This research is often used to solve a problem identified in exploratory research. It involves more structured, formal interviews.

Exploratory primary research is generally conducted by collecting qualitative data. Specific research usually finds its insights through quantitative data.

Primary research can be qualitative or quantitative, large-scale or focused and specific. You’ll carry it out using methods like surveys – which can be used for both qualitative and quantitative studies – focus groups, observation of consumer behaviour, interviews, or online tools.

Step 1: Identify your research topic

Research topics could include:

• Product features
• Product or service launch
• Understanding a new target audience (or updating an existing audience)
• Brand identity
• Marketing campaign concepts
• Customer experience

Step 2: Draft a research hypothesis

A hypothesis is the assumption you’re starting out with. Since you can disprove a negative much more easily than prove a positive, a hypothesis is a negative statement such as ‘price has no effect on brand perception’.

Step 3: Determine which research methods are most effective

Your choice of methods depends on budget, time constraints, and the type of question you’re trying to answer. You could combine surveys, interviews and focus groups to get a mix of qualitative and quantitative data.

Step 4: Determine how you will collect and analyse your data.

Primary research can generate a huge amount of data, and when the goal is to uncover actionable insight, it can be difficult to know where to begin or what to pay attention to.

The rise in brands taking their market research and data analysis in-house has coincided with the rise of technology simplifying the process. These tools pull through large volumes of data and outline significant information that will help you make the most important decisions.

Step 5: Conduct your research!

This is how you can run your research using Qualtrics CoreXM

• Pre-launch – Here you want to ensure that the survey/ other research methods conform to the project specifications (what you want to achieve/research)
• Soft launch – Collect a small fraction of the total data before you fully launch. This means you can check that everything is working as it should and you can correct any data quality issues.
• Full launch – You’ve done the hard work to get to this point. If you’re using a tool, you can sit back and relax, or if you get curious you can check on the data in your account.
• Review – review your data for any issues or low-quality responses. You may need to remove this in order not to impact the analysis of the data.

A helping hand

If you are missing the skills, capacity or inclination to manage your research internally, Qualtrics Research Services can help. From design, to writing the survey based on your needs, to help with survey programming, to handling the reporting, Research Services acts as an extension of the team and can help wherever necessary.

Secondary market research can be taken from a variety of places. Some data is completely free to access – other information could end up costing hundreds of thousands of dollars. There are three broad categories of secondary research sources:

• Public sources – these sources are accessible to anyone who asks for them. They include census data, market statistics, library catalogs, university libraries and more. Other organisations may also put out free data from time to time with the goal of advancing a cause, or catching people’s attention.
• Internal sources – sometimes the most valuable sources of data already exist somewhere within your organisation. Internal sources can be preferable for secondary research on account of their price (free) and unique findings. Since internal sources are not accessible by competitors, using them can provide a distinct competitive advantage.
• Commercial sources – if you have money for it, the easiest way to acquire secondary market research is to simply buy it from private companies. Many organisations exist for the sole purpose of doing market research and can provide reliable, in-depth, industry-specific reports.

No matter where your research is coming from, it is important to ensure that the source is reputable and reliable so you can be confident in the conclusions you draw from it.

How do you know if a source is reliable?

Use established and well-known research publishers, such as the XM Institute , Forrester and McKinsey . Government websites also publish research and this is free of charge. By taking the information directly from the source (rather than a third party) you are minimising the risk of the data being misinterpreted and the message or insights being acted on out of context.

How to apply secondary research

The purpose and application of secondary research will vary depending on your circumstances. Often, secondary research is used to support primary research and therefore give you greater confidence in your conclusions. However, there may be circumstances that prevent this – such as the timeframe and budget of the project.

Keep an open mind when collecting all the relevant research so that there isn’t any collection bias. Then begin analysing the conclusions formed to see if any trends start to appear. This will help you to draw a consensus from the secondary research overall.

Market research success is defined by the impact it has on your business’s success. Make sure it’s not discarded or ignored by communicating your findings effectively. Here are some tips on how to do it.

• Less is more – Preface your market research report with executive summaries that highlight your key discoveries and their implications
• Lead with the basic information – Share the top 4-5 recommendations in bullet-point form, rather than requiring your readers to go through pages of analysis and data
• Model the impact – Provide examples and model the impact of any changes you put in place based on your findings
• Show, don’t tell – Add illustrative examples that relate directly to the research findings and emphasise specific points
• Speed is of the essence – Make data available in real-time so it can be rapidly incorporated into strategies and acted upon to maximise value
• Work with experts – Make sure you’ve access to a dedicated team of experts ready to help you design and launch successful projects

Trusted by 8,500 brands for everything from product testing to competitor analysis, DesignXM is the world’s most powerful and flexible research platform . With over 100 question types and advanced logic, you can build out your surveys and see real-time data you can share across the organisation. Plus, you’ll be able to turn data into insights with iQ, our predictive intelligence engine that runs complicated analysis at the click of a button.

Learn from the world's best market research leaders at X4 2023

Related resources

Market intelligence tools 10 min read, qualitative research questions 11 min read, primary vs secondary research 14 min read, business research methods 12 min read, ethnographic research 11 min read, business research 10 min read, qualitative research design 12 min read, request demo.

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3 Carolina research teams receive UNC System grants

The Research Opportunities Initiative funds, totaling $4.5 million, come from the North Carolina General Assembly.

Three UNC-Chapel Hill research teams will conduct innovative projects thanks to grants from the UNC System.

Carolina faculty will be lead researchers on a solar cell project and contributors to work investigating clean energy and coastal land-sea habitats.

The grants, totaling $4.5 million, are part of the 2025 Research Opportunities Initiative and funded by the North Carolina General Assembly. The program focuses on six priority research areas: advanced manufacturing; data science; energy; marine and coastal science; military and security-related issues; and pharmacoengineering.

Here are this year’s projects:

• Ultra-High Efficiency Perovskite Tandem Solar Cells : Carolina’s Jingsong Huang, professor in the College of Arts and Sciences’ applied physical sciences department, is the principal researcher and collaborating with NC State University to boost North Carolina’s energy production and reduce dependence on out-of-state fossil fuels. Their goal is to create all-perovskite tandem solar cells, which have potential to be twice as efficient as silicon-based solar cells.
• Nature Inspired Collaborative Energy Research : Carolina joins principal investigator UNC Greensboro and collaborating institutions North Carolina A&T State University and UNC Charlotte to find ways to use natural products to capture, store and transport clean energy.
• TEAL-SHIPS Transect Expedition to Assess Land-to-Sea Habitats via Interdisciplinary Process Studies : Carolina joins principal researchers at UNC Wilmington and collaborators at East Carolina University and NC State to initiate a research partnership for coastal and marine science that establishes a seasonal expedition to study coastal land-sea habitats.

Over the past 10 years, the initiative has awarded 24 grants amounting to more than $38 million to solve some of the state’s most pressing issues. The funds, distributed over a three-year period, enable faculty to pursue research and make significant contributions to their fields.

The Carolina researcher and her Data-Driven EnviroLab track climate-change data for the United Nations.

UNC System shares guidance regarding DEI

UNC-Chapel Hill, along with other system campuses, must submit reports for complying with the policy by Sept. 1.

Brenda Kirby, longtime University secretary, dies at 79

Kirby worked in the Chancellor’s Office for 32 years, serving six chancellors.

Researchers identify potential treatment for Angelman syndrome

A small molecule could lead to effective therapy for the rare genetic disorder, UNC School of Medicine scientists say.

Carolina named ‘new Ivy’ by Forbes

The list highlights institutions “turning out the smart, driven graduates craved by employers of all types.”

Student’s research to help endangered coral

Through a Summer Undergraduate Research Fellowship, Rachel Geyer is learning how coral survive environmental stress.

Student-Made UNC crafts entrepreneurs

The platform’s student managers work hard behind the scenes to help Tar Heel makers market their creations.

Student researchers map heat on campus

Working with the Sustainable Triangle Field Site, they gather data to provide potential solutions to hotspots.

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• Data library

June 2024 Rental Report: Median Asking Rents Continue To Fall

• June 2024 marks the 11th year-over-year rent decline in a row for 0-2 bedroom properties observed since trend data began in 2020. Asking rents dipped by $7 (-0.4%) year over year.
• The median asking rent in the 50 largest metros registered at $1,743, up by $13 from last month but still down $11 from its August 2022 peak. 
• Median rent declined in all size categories with larger declines in smaller-sized units: Studio: $1,463, down $18 (-1.2%) year over year; 1-bed: $1618, down $18 (-1.1%) year over year; 2-bed: $1,939, down $6 (-0.3%) year over year.
• Compared with June 2019, rents are up the most in Tampa, FL. Renters spend an additional $496 per month, or 39.5% more, if they move today compared with pre-pandemic levels.

In June 2024, the U.S. median rent continued to decline year over year for the 11th month in a row, down $7 (-0.4%) for 0-2 bedroom properties across the top 50 metros, slower than the rate seen in May 2024. The median asking rent was $1,743, up by $13 from last month following a typical seasonal trend. 

Despite the 11th month of decline, the U.S. median rent was just $11 less (-0.6%) than the peak seen in August 2022. Notably, it was still $305 (21.2%) higher than the same time in 2019 (pre-pandemic), but this increase is rough ly on par with what has occurred in overall consumer prices (up 22.6% in the five years ending June 2024) and pales in comparison to the 52.6% increase in the median price per square foot of for-sale home listings in the five years ending June 2024. 

Figure 1: Rents Decline Again, but Nationwide Rent Is Just 0.6% Below 2022 Peak

All units saw waning rent declines

In June 2024, the median asking rent for two-bedroom units dropped 0.3%, a smaller dip than the rate seen in May, but still the 12th consecutive month of annual declines. The median rent for two bedrooms was $1,939 nationally, $14 lower (-0.7%) than the peak seen in August 2022. Nevertheless, larger-unit rents had the highest growth rate over the past five years, up by $363 (23.0%).

The rent for one-bedroom units slipped 1.1% in June 2024 on a year-over-year basis, marking the 13th decline in a row and also a slightly slower pace compared with the decline of 1.2% in May. The median rent was $1,618, $36 lower (-2.2%) than the peak observed last August, but still $264 (19.5%) higher than in June 2019.

In June 2024, the median asking rent for studios fell by 1.2%, marking the 10th consecutive month of annual declines. The median rent of studios was $1,463 in June, down by $30 (-2.0%) from its peak in October 2022. Nevertheless, the median asking rent for studios was still $219 (17.6%) higher than five years ago. 

Figure 2: All Units Saw Waning Rent Declines

Table 1: National Rents by Unit Size

Rents declined in the South, grew in the Midwest, showed mixed results on the coasts

In June 2024, the markets with the most significant year-over-year declines were all in the South, led by Austin, TX (-9.5%), San Antonio, TX (-8.2%), and Nashville, TN (-8.1%). This trend is unsurprising given the substantial increase in new rental supplies in these areas.

Meanwhile, Midwest markets continue to experience overall rent growth. Markets like Indianapolis, IN (+4.4%), Milwaukee, WI (+3.7%), and Minneapolis, MN (+3.7%), saw substantial year-over-year rent increases in June.

Populated Western metros such as Los Angeles, CA (-1.9%), and San Francisco, CA (-4.2%), continued to see year-over-year rent declines, while their Northeast coastal counterparts, such as New York, NY (+0.6%), still experienced rent growth, albeit at a slower rate than before.

Tampa, FL, leads in rent growth since pre-pandemic

In June 2024, the median asking rent for 0-2 bedroom units across the top 50 metros was $305 (21.2%) higher than in the same period in 2019 (pre-pandemic). Among the top 10 markets with the largest percentage increase in rents compared with the pre-pandemic period, five were in the South, led by Tampa, FL, and Miami, FL. For instance, in June 2024, the median asking rent in Tampa was $1,752, which is $496 (39.5%) higher than the pre-pandemic level. This means a household now needs to pay an extra $496 every month to rent a typical 0-2 bedroom unit in Tampa, equivalent to about 8.6% of a typical Tampa household’s monthly gross income.

Table 2: Top Markets Experiencing the Fastest Rent Growth vs. Pre-Pandemic

Indianapolis, IN, was the top market in the Midwest experiencing the fastest rent growth when compared with June 2019. The median asking rent for Indianapolis was $1,353, $369 (37.5%) higher than the pre-pandemic level. This means an Indianapolis household needs to pay an extra $369 every month to rent a typical 0-2 bedroom now, which is equivalent to about 5.8% of a typical local household’s monthly gross income.

Pittsburgh, PA, outpaced New York, NY, becoming the top Northeast market for rent growth over the past five years. This trend is likely due to many people leaving expensive New York City during the COVID-19 pandemic, resulting in larger rent declines there. In contrast, Pittsburgh’s relatively affordable rent prices provided stability and maintained relatively consistent rental demand. Nonetheless, New York City remains one of the top markets for rent growth when compared with the pre-pandemic level. In June 2024, the median asking rent in Pittsburgh was $1,484, $404 (37.4%) higher than the pre-pandemic level. In other words, a household needs to pay an extra $404 every month to rent a typical 0-2 bedroom in Pittsburgh, equivalent to about 6.7% of a typical Pittsburgh household’s monthly gross income.

In the West, Sacramento, CA, experienced the fastest rent growth over the past five years. Unlike nearby San Francisco, CA, and San Jose, CA, which saw significant rent declines during the pandemic as people moved away from these expensive tech hubs, Sacramento’s proximity to these areas combined with its more affordable rental prices helped it maintain growth during this period. In fact, San Francisco is the only metro where the current rent price is lower than it was five years ago ($153, or 5.2%, lower than June 2019). In June 2024, the median asking rent for Sacramento was $2,007, $529 (35.8%) higher than the pre-pandemic level. This means a household needs to pay an extra $529 every month to rent a typical 0-2 bedroom unit in Sacramento, equivalent to about 6.9% of a typical local household’s monthly gross income.

Appendix: Rental Data – 50 Largest Metropolitan Areas – June 2024

Methodology

Rental data as of June 2024 for studio, 1-bedroom, or 2-bedroom units advertised as for-rent on Realtor.com®. Rental units include apartments as well as private rentals (condos, townhomes, single-family homes). We use rental sources that reliably report data each month within the 50 largest metropolitan areas. Realtor.com began publishing regular monthly rental trends reports in October 2020 with data history stretching back to March 2019.

With the release of its June 2024 rent report, Realtor.com incorporated a new and improved methodology for capturing and reporting more comprehensive rental listing trends and metrics. The new methodology is expected to yield a cleaner, more representative, and more consistent measurement of rental listings and trends at both the national and local levels.

The methodology has been adjusted to better represent the true cost of primary housing for renters. Most areas across the country will see minor changes with a smaller handful of areas seeing larger updates. As a result of these changes, the rental data released since June 2024 will not be directly comparable with previous releases and Realtor.com economics blog posts. However, future data releases, including historical data, will consistently apply the new methodology.

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United States

Speedtest Connectivity Report

To show a full picture of network performance in each market, our reports are informed by millions of daily consumer-initiated tests taken on Speedtest, along with quality of experience (QoE) metrics that offer insight into the daily connected activities that matter most to end-users.

Data Collection Period: January – June 2024

T-Mobile leads on key mobile KPIs

T-Mobile continues to dominate the mobile landscape in the U.S., boasting the fastest speeds, best consistency, and top user ratings. However, Verizon has started making inroads on performance, and recorded the best 5G Gaming Experience.

Strong competition driving market performance gains

5G continues to expand, with T-Mobile leading on top-line performance, and the rest of the market playing catch-up. Fixed broadband speeds are also on the rise, driven by greater fiber deployment, and cable technology upgrades.

AT&T Fiber led the fixed ISP market

AT&T Fiber led in speed and Consistency among ISPs, while Verizon provided the best video experience.

State level performance disparities persist

Connecticut topped the state rankings for fixed broadband download speeds, with a median almost 160 Mbps faster than last placed Alaska. Mobile was a similar story, with Illinois leading, some 120 Mbps faster than Alaska.

Market Performance

Competition in both the mobile and fixed markets in the U.S. continues to ramp up. The deployment of additional mid-band spectrum has helped T-Mobile push its mobile performance to new highs, while Verizon and AT&T have also driven strong improvements over the last year on the back of additional C-band spectrum. Fiber leads the way in the fixed market, with AT&T Fiber in particular demonstrating strong performance, while the U.S. cable companies are looking to combat competitive pressure by increasing headline speeds, and bundling mobile services, in order to differentiate from 5G fixed-wireless access. Our latest Speedtest Connectivity Report highlights the key winners in each market.

Fastest Mobile Network

Speed Score

Most Consistent Network

Consistency Score

Top Rated Mobile Network

T-Mobile was the fastest mobile provider in the U.S. during this period, based on Speedtest Intelligence® data for all technologies combined, with a Speed Score of 205.98. Its median download speed was 234.82 Mbps, a strong increase from 164.14 Mbps during the same period the previous year. Verizon Wireless and AT&T were runners up, with both driving increases in median download speeds. T-Mobile also led on median upload speed, with 13.30 Mbps, and on latency, with 48 ms.

Speed Score™ Speedtest® Intelligence | January – June 2024

Ookla’s methodology for fastest network is determined by Speed Score™, which combines download and upload performance, and is based on modern chipsets, in order to remove the impact on network performance of older devices. Read our detailed methodology for more details.

Fastest 5G Network

T-Mobile had the fastest 5G in the U.S. during this period, based on Speedtest Intelligence® data, with a Speed Score of 228.24. Its median download speed was 265.80 Mbps, up from 219.54 Mbps during the same period the previous year. Verizon Wireless and AT&T both followed, with Verizon in particular seeing a strong increase, recording 207.79 Mbps during the current period, up from 130.94 Mbps a year ago. T-Mobile and Verizon recorded the same median upload performance, of 14.56 Mbps, while T-Mobile had the lowest latency over 5G, of 47 ms.

5G Speed Score™ Speedtest® Intelligence | January – June 2024

T-Mobile recorded the best mobile network Consistency in the U.S., with 86.6% of its samples meeting or exceeding the threshold of 5 Mbps download and 1 Mbps upload throughput.

Consistency Score™ Speedtest® Intelligence | January – June 2024

Ookla’s methodology for most Consistent network is determined by Consistency Score™, which reflects the percentage of samples that meet minimum thresholds for download and upload speeds, depending on the type of network. The higher a provider’s Consistency Score, the more likely a consumer will enjoy acceptable internet performance and quality. Read our detailed methodology for more details.

Video Experience

T-Mobile provided the best mobile video experience in the U.S., recording a Video Score™ of 77.78, and a median video start time of 0.98 seconds. T-Mobile also recorded the best Video Experience over 5G in the U.S., with a score of 81.36.

Video Score™ Speedtest® Intelligence | January – June 2024

Video Score™ is based on Ookla’s consumer-initiated video experience test. Video Score is a weighted sum of five components, each measuring a different aspect of the consumer video experience. These components are evaluated and then scored on a scale of 0-100 for each provider. Read our detailed methodology for more details.

Gaming Experience

T-Mobile provided the best gaming experience in the U.S. during 1H 2024, recording a Game Score™ of 86.67, and with a median game latency to key gaming server locations of 64 ms. Verizon recorded the best Gaming Experience over 5G in the U.S., with a 5G Game Score of 88.32, and median game latency of 57 ms.

Game Score™ Speedtest® Intelligence | January – June 2024

Game Score™ is based on Ookla’s consumer initiated Speedtest results as well as Consumer QoE™ latency and jitter measurements taken to real-world game servers. Game Scores are composed of eight components, each measuring a different aspect of the consumer gaming experience. Each of these components is evaluated and scored on a scale of 0-100 for each provider. Read our detailed methodology for more details.

Consumer Sentiment

Speedtest users scored T-Mobile as the top rated mobile provider in the U.S., with a score of 3.7 out of 5, ahead of both Verizon and AT&T.

5-Star Rating Speedtest® Intelligence | January – June 2024

Ookla’s five-star ratings system, driven by our consumer initiated samples, gauges a consumer’s overall satisfaction with their provider. Read our detailed methodology for more details.

Mobile Awards

Data Collection Period: January – June 2024

Regional Performance

Illinois recorded the fastest median mobile download speed across U.S. states, at 163.90 Mbps. It was followed by Rhode Island in second place, the District of Columbia in third, Nevada fourth, and Utah fifth.

Alaska had the slowest median download speed at 42.51 Mbps. Vermont was next slowest, then Maine, Mississippi, and Wyoming.

T-Mobile was the fastest mobile provider in 45 states and the District of Columbia. Verizon was the fastest in North Dakota, while results were too close to call in South Dakota, Maine, Vermont, and Alaska.

City Performance

Pittsburgh, Pennsylvania had the fastest median mobile download speed among the 100 most populous cities in the U.S. at 321.06 Mbps. Kansas City, Missouri was second; Raleigh, North Carolina was third; Indianapolis, Indiana fourth; and Nashville, Tennessee was fifth.

Anchorage, Alaska had the slowest median mobile download speed at 58.63 Mbps. Reno, Nevada was second slowest; Honolulu, Hawaii third slowest; Orlando, Florida fourth slowest; and Toledo, Ohio was fifth slowest.

T-Mobile was the fastest provider in 73 of the 100 most populous cities in the U.S.. Verizon Wireless was the fastest provider in Denver, Colorado; El Paso, Texas; Henderson, Nevada; Hialeah, Florida; Miami, Florida; and Newark, New Jersey. AT&T was fastest in San Francisco, California. Results were statistically too close to call in 20 cities.

Fastest Fixed ISP

AT&T Fiber

Most Consistent Fixed ISP

Best isp video experience.

Video Score

AT&T Fiber was the fastest ISP in the U.S., based on Speedtest Intelligence® data, with a Speed Score of 360.85. Its median download speed was 348.86 Mbps, which put it ahead of the leading cable MSOs: Spectrum, Cox, and XFINITY, as well as Verizon. It also recorded the fastest median upload speed, of 288.31 Mbps. Verizon recorded the lowest latency, at 12 ms.

Ookla’s methodology for fastest network is determined by Speed Score™, which combines download and upload performance. Read our detailed methodology for more details.

Most Consistent ISP

AT&T Fiber recorded the best fixed network Consistency in the U.S., with 95.2% of its samples meeting or exceeding the threshold of 25 Mbps download and 3 Mbps upload throughput.

Verizon was the ISP with the best video experience in the U.S., recording a Video Score™ of 86.32, and achieving a median video start time of 0.56 seconds.

Speedtest users scored AT&T Fiber as the top rated ISP in the U.S., with a score of 3.72 out of 5, ahead of next placed Verizon.

Fixed Awards

Connecticut recorded the fastest home broadband download speed across U.S. states, with a median of 273.09 Mbps. It was followed by Rhode Island in second place, Florida in third, North Carolina fourth, and Tennessee fifth.

Alaska had the slowest median download speed at 115.25 Mbps. Montana was next slowest, then Wyoming, New Mexico, and Vermont.

AT&T Fiber was the fastest ISP in 20 states, while next placed XFINITY was fastest in five, followed by Verizon and Spectrum in two states each.

Raleigh, North Carolina had the fastest home broadband download speed among the 100 most populous cities in the U.S., with a median of 323.99 Mbps. San Antonio, Texas was second; Kansas City, Missouri was third; Lincoln, Nebraska fourth; and Durham, North Carolina was fifth.

Atlanta, Georgia had the slowest home broadband download speed, with a median of 94.03 Mbps. Detroit, Michigan was second slowest; Seattle, Washington third slowest; Dallas, Texas fourth slowest; and Denver, Colorado was fifth slowest.

AT&T Fiber was the fastest ISP in 45 of the 100 most populous cities in the U.S.. Cox was the fastest provider in eight cities, followed by Verizon in seven, and both XFINITY and Google Fiber in six cities each.

Related Resources

24 June 2024

5G in the U.S. – Additional Mid-band Spectrum Driving Performance Gains

How Much Faster is 5G Anyway? An Analysis of Page Load Speed

19 March 2024

Broadband Consumer Labels are Coming Soon, and Ookla’s Data Can Help ISPs Prepare