How to Conduct Market Research for Your Startup or Small Business

Discover the power of informed decision-making for your business

Starting a new business venture is exciting. As you think about launching and promoting your product or service, it’s essential to conduct market research. According to the Harvard Business Review, 75% of new business ventures fail within the first few years, often due to inadequate market research (1). Market research involves gathering consumer feedback on your product or service and collecting pertinent information on the marketplace, including your competitors and their pricing strategies. It’s a crucial step when putting together your business plan.

Market research helps you determine if there’s a fit for your idea and whether people will pay for it. Before moving forward with your small business or startup, you need to do the behind-the-scenes work.

Why Conduct Market Research

Market research helps you address key questions, such as who your customers are, their spending habits, the market landscape, who your competitors are, and potential opportunities for growth. A study by CB Insights revealed that 42% of startups fail due to a lack of market need for their product or service (2). The more information you have upfront, the better off you’ll be and the better business decisions you can make.

Key Components of Market Research

Customer analysis: Understanding your target audience is critical. You need to know their demographic and psychographic profiles, preferences, and pain points. This will help you tailor your product or service to meet their needs and position your offering effectively.
Competitive analysis: Identifying your competitors and understanding their strengths and weaknesses can help you differentiate your business and develop a competitive edge. You can learn from their successes and mistakes and identify gaps in the market that your business can fill.
Market trends: Analyzing market trends can help you stay ahead of the curve and anticipate changes in consumer preferences, technology, and regulations. Staying informed about these changes will enable you to adapt your business and maintain a competitive advantage.
Market size and growth potential: Estimating the size of your target market and its growth potential can help you set realistic expectations for your business and identify opportunities for expansion.
SWOT analysis: Conducting a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) can help you identify internal and external factors that can impact your business’s success. This will enable you to leverage your strengths, address weaknesses, capitalize on opportunities, and mitigate risks.

How to Conduct Market Research for a Startup or Small Business

Figure out a budget.
Inform your team.
Get specific about the next steps.

Market research can be conducted using various methods, such as social media analysis, interviews, experiments, and observation. Gathering data on your business and industry is essential, and you’ll need to collect primary data (new data from prospective customers) and secondary data (existing data from sources like government census data and surveys done by other companies).

Primary Data Collection Methods

Surveys: Online surveys, phone interviews, or face-to-face interviews can help you gather valuable insights about your target audience, their preferences, and their expectations. Tools like SurveyMonkey, Google Forms, and Typeform can facilitate the process of creating and distributing surveys.
Focus groups: Focus groups can provide in-depth insights into customer attitudes and behaviors. They involve a small group of participants discussing their opinions and experiences related to a product or service under the guidance of a moderator.
Observational research: Observational research involves watching and recording customers as they interact with your product or service. This can help you identify usability issues, customer preferences, and potential areas for improvement.
Field experiments: Field experiments involve testing different versions of your product or service in real-world settings to understand which performs better. This can help you optimize your offering based on actual customer feedback and preferences.

Secondary Data Collection Methods

Government data and statistics: Government agencies often publish valuable data on industries, demographics, and economic trends. Resources like the U.S. Census Bureau, Bureau of Labor Statistics, and the Small Business Administration can provide you with valuable insights.
Industry reports and publications: Industry reports and publications can give you a wealth of information about your market and competitors. Examples include reports by IBISWorld, Gartner, and Forrester Research.
Academic research: Academic journals and research papers can provide insights into market trends, consumer behavior, and the impact of various factors on your industry.
Competitor websites and social media: Analyzing your competitors’ websites and social media profiles can help you understand their offerings, pricing strategies, and target audience. Tools like SEMrush and Ahrefs can assist you in performing a comprehensive competitive analysis.

Incorporating Data and Statistics in Your Market Research

Use reliable sources: Make sure you use reputable sources for your data and statistics. This will lend credibility to your research and ensure that your decisions are based on accurate information.
Stay current: Ensure that the data you use is up-to-date, as outdated information can lead to incorrect conclusions and poor decision-making.
Be transparent: Clearly state your sources when presenting your research findings. This will demonstrate your commitment to accuracy and transparency.

Costs and ROI for Market Research

The cost of conducting market research can vary widely depending on the methods you choose and the scope of your research. According to Vernon Research Group, you can expect to spend between $4,000 and $6,000 per focus group, between $15,000 and $35,000 on consumer research, and up to $50,000 for business-to-business research (3).

Despite the costs, market research can yield a significant return on investment by helping you make informed decisions, optimize your product or service, and identify opportunities for growth. A study by McKinsey & Company found that businesses that invest in market research and data-driven decision-making are 23 times more likely to outperform their competitors in customer acquisition and six times more likely to retain customers (4).

Conclusion

Market research is crucial for the success of your startup or small business. By conducting comprehensive research, you can better understand your customers, competitors, and market trends, allowing you to make informed decisions and optimize your product or service. Investing in market research can yield significant returns in the long run by helping you identify growth opportunities and mitigate risks.

Don’t overlook the importance of market research. Good market research empowers you and helps you make the best decisions for you and your business. Guesswork can cost you valuable time and money, while data-based decisions can drive your business in the right direction.

References

Mullins, J. W., & Komisar, R. (2011). Harvard Business Review: Why the lean start-up changes everything. Harvard Business School Publishing Corporation.
CB Insights. (2019). The Top 20 Reasons Startups Fail. Retrieved from https://www.cbinsights.com/research/startup-failure-reasons-top/
Vernon Research Group. (n.d.). How Much Does Market Research Cost? Retrieved from https://www.vernonresearch.com/resources/how-much-does-market-research-cost
McKinsey & Company. (2018). The Age of Analytics: Competing in a Data-Driven World. Retrieved from https://www.mckinsey.com/business-functions/mckinsey-analytics/our-insights