{"id":39969,"date":"2021-01-03T15:22:41","date_gmt":"2021-01-03T15:22:41","guid":{"rendered":"http:\/\/localhost:8888\/cregital\/disha\/2021\/01\/03\/conducting-initial-market-research\/"},"modified":"2021-11-04T09:43:09","modified_gmt":"2021-11-04T09:43:09","slug":"conducting-initial-market-research","status":"publish","type":"post","link":"https:\/\/msmehub.org\/staging\/6671\/conducting-initial-market-research\/","title":{"rendered":"Conducting Initial Market Research"},"content":{"rendered":"<p>&#8220;The aim of marketing is to know and understand the customer so well that the product or service sells itself&#8221;<\/p>\n<p><em>&#8211;\u00a0Peter Drucker, Professor, and Father of Management<\/em><\/p>\n<p>Market research is the commercial equivalent of &#8220;looking before you leap&#8221;. Having hit on your &#8220;eureka idea&#8221;, you cannot immediately rush to the marketplace to implement. You need to test the receptiveness of your target market to your idea.<\/p>\n<p>In order to develop a sound business, you need a concrete strategy. Therefore, you are advised to conduct your market research using the 3C&#8217;s strategy (customers, competition, and company) by Kenechi Ohimae. The philosophy of the 3C&#8217;s is here explained:\u00a0What is that thing that the customer wants, that competition cannot deliver, and that a new company can offer?\u00a0The use of the 3C&#8217;s demands the conduct of a market research.<\/p>\n<p>Market research can be conducted in several ways &#8211; surveys, focus group discussions, interviews, observation, etc. Market research can be primary or secondary. You may conduct your research online using free tools such as Survey Monkey:\u00a0<a href=\"http:\/\/www.surveymonkey.com\/\">www.surveymonkey.com<\/a>.<\/p>\n<p>Regardless of the means, you use to gather information from your customers, the following information needs to be uncovered:<\/p>\n<p>1)\u00a0<strong>What the Customer Wants<\/strong><\/p>\n<p>Identify your internal stakeholders (yourself and your team members) You also need to identify your external stakeholders.<\/p>\n<p>If your customers are individuals, they can be segmented according to characteristics such as:<\/p>\n<ul>\n<li>Age<\/li>\n<li>Occupation<\/li>\n<li>Gender<\/li>\n<li>Income<\/li>\n<li>Geographic location<\/li>\n<\/ul>\n<p>If your customers are businesses, they can be segmented according to the following characteristics:<\/p>\n<ul>\n<li>Industry<\/li>\n<li>Number of employees<\/li>\n<li>Revenue<\/li>\n<li>Geographic location<\/li>\n<\/ul>\n<p>After segmentation, you need to identify your target market and create a profile of your target market using categories such as geography, behavior, demographics, etc. Note the total number of target businesses and the potential market size.<\/p>\n<p><strong>2) What the Competition Cannot Deliver<\/strong><\/p>\n<p>Identify who your competitors are. Draw the entire competitive landscape of both local and international competitors. Which companies are most likely to launch a successful attack on your idea?<\/p>\n<p>Analyze the messages of your competitors. How are your competitors trying to appeal to your customers? How can your company differentiate itself?<\/p>\n<p><strong>3) What Your Company Can Offer<\/strong><\/p>\n<p>Conduct an internal assessment of the company along with the following elements:<\/p>\n<ul>\n<li>Who you are<\/li>\n<li>Where you are<\/li>\n<li>What you plan to sell<\/li>\n<li>How you are run<\/li>\n<\/ul>\n<p>Putting all this information together, conduct a SWOT analysis and identify what your company can deliver.<\/p>\n<p><strong>4) Integration of insights<\/strong><\/p>\n<p>Integrate all the insights from the customers, company, and competition and come up with a market gap, which your product can fill. It should answer the following questions:<\/p>\n<ul>\n<li>What is your value proposition?<\/li>\n<li>Who will deliver it?<\/li>\n<li>What will be delivered?<\/li>\n<li>How will they deliver it?<\/li>\n<\/ul>\n<p><strong>5) Strategic imperatives<\/strong><\/p>\n<p>In order to deliver on your brand promise, how are you going to engineer your operations? You need to identify the following strategic imperatives:<\/p>\n<ul>\n<li>Product strategy<\/li>\n<li>Pricing strategy<\/li>\n<li>Place\/distribution strategy<\/li>\n<li>Promotion strategy<\/li>\n<\/ul>\n<p><strong>6) Action Steps<\/strong><\/p>\n<ul>\n<li>Conduct a market research using any of the aforementioned instruments. Sample questions include:\n<ul>\n<li>What&#8217;s your reaction to this product?<\/li>\n<li>Please rate the salient attributes of the product?<\/li>\n<li>What product(s) are you in need of that other companies and other institutions that offer similar services are yet to provide?<\/li>\n<li>How willing would you be to subscribe to a product such as this for 500NGN\/month?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li>Use the results to develop a marketing communications plan for your new product<\/li>\n<li>Create a budget for your marketing activities<\/li>\n<li>Identify the possible risks and plans for mitigating the risks of the new product launch<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Conducting Initial Market Rese&#8230;<\/p>\n","protected":false},"author":1216,"featured_media":41628,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[366,382,349,308],"tags":[723,990,711,922,1223],"class_list":["post-39969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-for-startups","category-latest","category-sales-and-marketing","category-startup-basics","tag-company","tag-competition","tag-customers","tag-market-research","tag-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Conducting Initial Market Research<\/title>\n<meta name=\"description\" content=\"Market research is the commercial equivalent of &quot;looking before you leap&quot;. 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