Marketing professionals need to know first of all your target market. A market is composed of a number of consumers to whom we must orient itself and adapt itself more and more. To get information about them, on competition and market the most effective tool is market research (or marketing). Companies using this powerful tool, are able to understand the purchasing behavior of consumers, their satisfaction and also its market share. Market research consists of four distinct phases: illustrious one by one.

First, we must define the problem and research objectives. This is the most delicate phase, and therefore even more difficult, because underlying market research there is always a problem to be solved. If you fail to define it, the search will not bring any results because solving a problem that does not exist does not serve anything, of course. Defined the problem, set the objectives of your research. You need to collect information to define the problem and formulate a hypothesis (exploratory research), describe consumers, their attitudes and how the product can penetrate into the market (descriptive) and finally try to confirm a hypothesis about the cause-effect relationships (causal research). We suggest you start with the exploratory research.


Afterwards, you have to develop the research plan, determine what must be done, what you want to know and what tools to use for gathering all the information you need. You have to evaluate all the information that can help and put them in writing. To find the data you need adopted the following methods of investigation: the exploratory research requires a direct observation of consumers, in that you must ask questions descriptive and make polls, while in that you have to be good reason to experiment (e.g. set a different price in two different cities and their effects). The information may be collected using questionnaires, interviews (including phone and on the Internet) and focus groups. Also defined how many people should contain your sample.

Planned your research, you must now implement it, transforming into action all that came out of the previous phase. Use the survey method suitable to the objectives set at the beginning, collect data with the utmost care and study them. Note: check that the research plan has been implemented correctly. Try to be friendly, clear and flexible with consumers. Be careful to filter the information you consider most important and make sure the answers are clear and complete. Afterwards, analyzed the data collected: calculated averages and statistics in order to be transformed into numbers the results.

Market research does not end with the collection and analysis of data, but with the interpretation of the latter. In fact, the job of a marketing operator does not end in a bunch of numbers, charts and graphs. We must draw conclusions, turning the numbers into givens. You then highlight the most significant results so that future marketing decisions are directed to them.