Market research
Find the openingbefore you spendmoney on it.
Research is the cheapest part of any marketing programme and the part most often skipped. It is also what separates a plan from a guess.
Overview
Most marketing that fails does not fail in execution. It fails because it was aimed at the wrong audience, in the wrong channel, saying something the market had already heard from four competitors.
Who is actually buying
Not who you assume is buying. We look at your existing customer base, work out which segments are genuinely profitable rather than merely numerous, and identify what those people have in common. It is common to discover that the most valuable segment is not the one receiving the most marketing attention.
What your competitors are doing
Which terms they rank for and you do not. What they charge and how they justify it. Where they advertise. What their reviews complain about, which is often the most useful document in the whole exercise, because their weakest point is frequently your best available position.
What people are searching for
Real search volume for the terms in your market, with an honest read on how difficult each will be to rank for. This regularly reveals demand nobody in the industry is addressing, usually because everyone is competing over the same three obvious phrases.
Where the gap is
The output is a written summary of where the realistic opening is for your business, given your budget and your competition, and what we would do about it in what order.
Research is useful on its own, and it is considerably more useful before a rebrand, a website rebuild, a new service launch, or the first serious advertising budget.
What is included
What the workactually involves.
Customer analysis
Who your profitable customers actually are, what they have in common, and what brought them to you.
Competitor review
Positioning, pricing, channels, search visibility, and the weaknesses their own reviews reveal.
Keyword and demand research
What your market is searching for, how much of it there is, and how hard each term will be to win.
Channel assessment
Where your audience actually spends attention, so budget goes to channels that can reach them.
Positioning recommendation
A defensible answer to why someone should choose you, based on evidence rather than on a workshop.
Written action plan
Prioritised recommendations you can act on, whether or not we are the ones executing them.
Related
Works wellalongside.
Search
Trust and strategy
Get started
Let’s talk aboutyour market research.
Tell us where your business is stuck and we will show you the fastest way forward. The first conversation is free and useful.