Most businesses try different tactics to attract a steady flow of customers through their doors. They depend on marketing research, analytics, and their personal experiences to try and develop the appropriate marketing plans and strategies.
More often than not, even when they believe that what the business has to offer is what the target clients actually need, they still fall short when it comes to generating the right kind of clients for the business. When we say the right clients, we mean those who have the capacity to actually buy your products or avail of your services. So why are some businesses still not getting the clients you need to grow? What went wrong? What happened along the way when you were implementing your marketing strategy?
Market research vs marketing research: An Important Distinction
Many of the businesses still struggle to grow their business because they fail to conduct market research of their business. They fail to consider whether there is a demand for one, the kind of service they are offering, and if they have positioned themselves well enough to be a cut above the rest of the businesses in the marketplace.
It is essential for businesses to differentiate between the benefits of studying consumers in a market (market research) and studying business practices (marketing research). More than anything else, it all boils down to the fact that most businesses rely on what they believe in rather than on what is they observe of consumers in the market. So why do most business owners and marketers fail to do proper market research? This is because they just do not think about it more enough. The reason behind this is that market research takes time, effort, energy, and many resources before you can get any meaningful results.
Difficulties That Businesses Face When Conducting Market Research
For one thing, it is very difficult to get responders to your research. Secondly, the responders you get might not be giving you the right and sensible answers to your questions. Moreover, people often say what they think you want to hear from them, so it is really very hard to rely on their answers.
In fact, most market research surveys need to assume that the data collected is biased or skewed, because many of the survey responses are untruthful. Some people feel the need to compliment products, while others are overly critical. Additionally, many people ignore surveys completely, which results in research that does not take into account their preferences.
Observe Reactions and Other Behaviors To Understand Your Clients Better
However, if you cannot rely on their words, you can surely get real answers from their actions. As they say, actions speak louder than words. Additionally, where do people often find the answers to their questions? They look at marketing collaterals such as that of your brochures to help them decide on the solutions to their issues and concerns.
When people read or browse your brochures, for example, they are not actually whiling their time away on something without any outcome to it. They are actually looking for providers that can give them immediate solutions to their needs and wants. Observe what actions they are taking to find your products, how the consumer responds to marketing tactics, and other reactions they may have.
Therefore, to increase your chances of success, it’s best to redefine your marketing plan to what people are actually doing to find products and services. Find out what do people want and then use that information to create marketing tools that are truly an answer to your target clients’ needs and wants.