One of the things I like most about the work I do is that it involves a fair amount of research on different topics. I use the information I find to create handouts at seminars and for my weekly blogs. While the Internet has certainly simplified research, it also means that there is much, much more information available. The trouble is once you get started it is hard to stop. I can easily spend half a day as one thing leads to another.
Market research is important in any business, though with the demands of business it is sometimes hard to get around to it in a formal way. Market research sounds so formal, although it can be done through informal ways that will give you information you really need. When you talk to people who can give you insight you are conducting market research.
Start by making a list of questions to ask your subjects and keep the questions short. There may be a couple of things you want to know or a list of twenty. However, don’t overwhelm your subjects with too many questions. Once you have your list of questions put them in order of the least to most important.
Choose different audiences, for example:
Employees (those who work in the areas in which you are trying to find answers.) You may want to give employees the questions and allow them to answer anonymously on the off chance that they feel their answers may offend you.
Customers are a wonderful wellspring of information. They will tell you what they like about your business, products, service, etc. or what they don’t like (usually in great detail).
People who don’t buy your products but are part of your target audience. They can be another good avenue as they may not buy your product because they have never heard of you. While you think you are advertising and promoting to the right people, you may be missing a large group.
Competitors are another group. Send someone that they don’t know to visit their premises and ask the questions.
Suppliers or sales reps are a good source of information as they deal with many people in the same business you are in.
Professional organization to which you belong may have information that could be helpful to you.
When conducting market research be open to the answers you receive. Think about each of them seriously, rather than dismiss them because they don’t suit your mindset.
Enjoy your research.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
