Business Marketing

How to conduct Market Research

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market research

How can startups and SMEs effectively conduct market research to accurately determine the potential demand for their products or services? How could they avoid wasting resources on launching something that may not be successful in the marketplace?

As a startup or SME, it’s essential to conduct market research to gauge the level of demand for your products or services in the marketplace. This critical step can help you gain valuable insights into your target audience, competitors, and industry trends, allowing you to make informed decisions and optimize your business strategy accordingly. Without proper market research, you risk launching a product or service that may not resonate with your target market, leading to wasted time, resources, and money.

A business may assume that there is a demand for a particular type of product based on personal preference or anecdotal evidence, without conducting market research to confirm this assumption. As a result, they may invest significant resources in developing and launching the product, only to find that there is little to no demand for it in the market. Another common mistake is failing to assess the competition properly. Without conducting a thorough competitor analysis, a business may not be aware of similar products or services already available in the market and may end up launching a product that cannot compete with established offerings. This can result in low sales and failure to gain traction in the market. Overall, inadequate knowledge in market research can lead to many costly mistakes that can negatively impact a business’s success and growth.

1- What's a market research?

Market research is the process of gathering, analyzing, and interpreting information about a specific market, industry, or product/service to inform business decisions. It involves collecting data on customers, competitors, and other factors that can affect the success of a business. It can help businesses identify opportunities and potential demand for their products or services, as well as assess the viability of new business ideas. It can also provide insights into customer needs and preferences, and inform decisions about product development, pricing, and marketing strategies.

Market research involves understanding the qualitative aspects of your potential customers, including their pain points, demographics, interests, and opinions, in addition to quantitative observations like sales numbers. The process of market research can be divided into two stages: gathering secondary information from relevant sources and conducting your own research to understand the “why” behind the facts. By following these stages, you can gain a comprehensive understanding of your target market and make informed decisions for your business.

2- Why is Market Research necessary to your business?

Market research is critical for startups and small businesses due to their limited resources and increased risk. It provides many benefits, such as identifying market opportunities, understanding customer needs, evaluating market demand, and minimizing risks. By conducting market research, startups and small businesses can identify gaps in the market, untapped opportunities, and emerging trends. This allows them to develop unique products or services that meet customer needs and stand out from competitors. Additionally, market research provides insights into customer preferences, buying habits, and pain points. This information helps businesses develop products or services that better meet customer needs and provide a positive customer experience. Furthermore, market research can assist businesses in assessing the demand for their products or services, estimating potential sales and revenue, and making strategic investments. Ultimately, market research is necessary for startups and small businesses to make informed decisions, develop successful products or services, and achieve business growth and success.

3- How to Conduct Market Research for Your Business:

market research steps
  1. Define your research objectives: Determine what you want to accomplish through your market research. This will guide the types of questions you ask and the information you gather.

  2. Identify your target audience: Determine the specific group(s) of people you want to target for your research. This could include current customers, potential customers, or industry experts.

  3. Choose your research methods: There are several methods you can use to conduct market research, including surveys (e.g Zoho Survey, SurveyMonkey,etc.), focus groups, interviews, and observational research. Choose the method(s) that best suit your research objectives and target audience.

  4. Create your research instruments: Depending on the research method you choose, you will need to create survey questions, discussion guides, or other instruments to gather information.

  5. Collect and analyze data: Once you have gathered your data, you will need to analyze it to identify patterns and insights. This will help you make informed decisions about your business strategy.

  6. Use the results to inform business decisions: Finally, use the insights from your research to inform your business decisions. This could include refining your product or service offerings, targeting a different audience, or adjusting your marketing strategy.

By following these steps, you can gather valuable information about your target audience and the potential demand for your product or service. Use this information to refine your marketing strategy and make data-driven decisions for your business.

4- How to Determine the Market Demand for a Product through Market Research?

According to the business coach Ishwar Jha: “65% of startups are successful because they capitalize on market need.” Whether founders failed to do proper research or had misperceptions about their market, the fact remains the same. Most founders see a gap in the market, a problem they can solve, then find a solution to it. They turn this solution into a marketable product, aiming to make people’s lives easier. Statistically, only 1 out of 3 startups will succeed. It takes a special combination of pricing model, market demand, and branding to make amazing products skyrocket.

a- What is market demand?

Market demand is the total amount of demand that a product has in a certain market at a certain price. In other words, it quantifies how many products would be purchased in a specific market.

Market demand is a crucial metric when it comes to pricing your product, marketing it, and most importantly, deciding whether to build it in the first place.

Understanding market demand benefits is crucial on your market demand analysis journey.

If you can gauge how many units you can potentially sell, you’ll be able to:

  • Please your customers by meeting their demands.
  • Find more cost-effective ways and amounts of production.
  • Forecast potential profits and determine worthy markets to penetrate

If you want to learn how to determine market demand for a product, you can start by using SEO tools, social media, surveys, or merge all of these tools using Zoho applications. Once you’ve calculated market demand and validated your idea, it’ll be time to test it with Google Trends, landing pages, and PPC ads.

b- How to determine the market demand for your product?

To determine if there is a need for your product in the market, you can conduct market research, analyze your target audience and competition, conduct surveys using Zoho tools (eg. Zoho survey) or interviews, analyze online data (eg. zoho analytics), and test your product with a small group of customers. This information can help you refine your product and marketing strategy, and increase your chances of success.

Let’s say you want to launch a new smartphone app that helps people track their fitness goals. To determine if there is a need for your product in the market, you could conduct market research by analyzing the target audience and competition. You may find that your target audience is health-conscious individuals who are looking for an easy and convenient way to track their fitness progress. Your competition may include other fitness tracking apps, wearable fitness devices, and gym memberships. Next, you could conduct surveys using Zoho Survey or interviews via Zoho meetings with potential customers to gather insights on their preferences and willingness to purchase your product. You may also use online tools such as Google Trends, Zoho Analytics, Zoho Social or Zoho PageSense to determine the level of interest in your product. Based on the results of your research, you may refine your product by adding features that are important to your customers, such as personalized workout plans or integration with popular fitness tracking devices. You may also adjust your marketing strategy to highlight the unique features and benefits of your app and differentiate it from your competition. By conducting market research, you can increase your chances of success and ensure that your product meets the needs of your target audience.


Market research is essential for startups and SMEs to accurately determine the potential demand for their products or services and avoid wasting resources on launching something that may not be successful in the marketplace. It involves gathering, analyzing, and interpreting information about a specific market, industry, or product/service to inform business decisions. By following steps such as defining research objectives, identifying the target audience, choosing research methods, and analyzing data, businesses can gather valuable information about their target audience and potential demand for their product or service. Ultimately, market research is necessary for startups and small businesses to make informed decisions, develop successful products or services, and achieve business growth and success.

Remember that validating your idea is critical for your success. If you don’t know how to determine market demand for a product, you might end up creating something nobody needs. Don’t let market demand uncertainties hinder your progress. Contact us today to learn more about how our services can help you validate your idea and achieve your business goals.

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