MARKET RESEARCH DEFINED Provides relevant, accurate and timely information which generates evidence about customer behavior, perceptions and personas. Relevant – what information do we need to make a decision? Accurate – measures drivers, influencers,-- correct respondents. Timely -- point in time predicts or supports past and future events. Information – collect data which addresses issues.
“Market research is the systematic approach to segmenting customers by needs, values, characteristics, demographics and/or product use.” Org a n iz at ions n e e d t h e i n s ight to re c o g n ize t h a t d i f fe re nt c us to me r s e gmen t s h ave d i f fe re nt n e e d s a n d p r i o ri ties t h e re fo re , m us t b e s e r v ic ed d i f fe re nt ly.
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