Marketing research focuses on understanding the customer, the company, and the competition. These relationships are at the core of marketing research.

Companies must understand and respond to what customers want from their products. However, this relationship is always influenced by competitors and how their products are received by your market.

Thus, you must clearly identify the customer, company, and competition before developing a research project.

We have identified twenty different types of applied research surveys that are fundamental to marketing research. Each focuses on a different aspect of marketing research and your business activities and provides deep insights into your company’s market position, your products, your competition, and the market in general.

1 – Market Description Surveys:

Determine the size and relative market share of the market. Provide key information about market growth, competitive positioning, and share of market.

2 – Market Profiling-Segmentation Surveys:

Identify customers and non-customers, and why they are or are not your customers. Often a descriptive market segmentation and market share analysis.

3 – Stage in the Purchase Process / Tracking Surveys:

Where is the customer in the adoption process? Shows market Awareness – Knowledge – Intention – Trial – Purchase – Repurchase of the product.

4 – Customer Intention – Purchase Analysis Surveys:

Customer motivation to move from interest in the product to actual purchase. Key to understanding customer conversion, commitment, and loyalty.

5 – Customer Attitudes and Expectations Surveys:

Does the product meet customer expectations? Attitudes formed about the product and/or company. Improve ads, customer conversion, commitment and loyalty.

6 – Customer Trust – Loyalty – Retention Analysis Surveys:

Depth of consumer attitudes formed about the product and/or company. Especially for high priced consumer goods with long decision and purchase processes.

7 – New Product Concept Analysis Surveys:

Appropriate in the initial screening of new product concepts. Likes and dislikes, acceptability and likelihood of purchase are especially useful measures.

8 – New Product Acceptance and Demand Surveys (Conjoint Analysis):

Estimating demand for new product descriptions, graphics, or prototypes. Yields market share estimates for alternative concept configurations.

9 – Habits and Uses Surveys:

Understanding usage situations, including how, when and where the product is used. May include a real or virtual pantry audit.

10 – Product Fulfillment Surveys:

Evaluation of promised attribute and feature benefits (both tangible and intangible). Are expectations produced by advertising, packaging, and product appearance fulfilled?

11 – Competitive Product and Market Positioning:

“Best Practices” study of “How does the market view us relative to the competition?” Compares attributes and benefits of the product.

12 – Brand Equity Surveys:

What is psychological value that a brand holds in the marketplace? A composite of brand awareness, brand quality, brand associations and brand loyalty measures.

13 – Advertising Value Identification and Analysis Surveys:

Mapping the hierarchical attributes, benefits, and values associated with and portrayed by an advertisement. Means-end analysis is often part of this type of study.

14 – Advertising Media and Message Effectiveness Surveys:

Identifies the impressions, feelings, and effectiveness in moving the respondent to a desired goal (increased awareness, product information, trial, repeat purchase).

15 – Sales Force Effectiveness Surveys:

Sales activities, performance and effectiveness in producing the desired and measurable effect or goal. Often measured in a 360 degree survey completed by the sales person, the client (evaluating the sales call) and the supervisor responsible for evaluating the sales person.

16 – Sales Lead Generation Surveys:

  1. Timely use and follow-up of sales leads,
  2. Qualifying sales leads (thereby saving valuable sales force time) and
  3. Providing more effective tracking of sales leads.

17 – Customer Service Surveys:

Focus in detail on the actual customer service that was received, the process involved in receiving that service and the evaluation of the participants in the service process.

18 – Customer Service Representative (CSR) Surveys— Attitudes, Burnout, Turnover, and Retention:

Customer Service Representatives hold attitudes that reflect on their job-related activities including:

  • The allocation of time
  • Solutions to customer needs
  • How to improve their job
  • Best practices
  • How well internal departments help customers

These surveys focus on reducing costs and increasing the quality of customer relationships.

19 – Sales Forecasting and Market Tracking Surveys:

Expert estimates of the market, judgmental bootstrapping (expert-based rules describing how to use available secondary market information), conjoint analysis (estimation of consumer choice preferences), and self-reported intentions to make future purchases.

20 – Prices Setting Surveys and Elasticity of Demand Analysis:

Estimates of demand elasticity, optimal price points, and prices too low or too high. Estimates for different product-service segments or usage situations.