The essence of marketing research is not to establish an "absolute truth" but to reduce the level of uncertainty, associated with the following managerial activities:
The justification of important business decisions. Marketing research, along with other methods of studying the external environment, must anticipate important business decisions that can increase profits and/or reduce the risk of possible losses. Especially when it comes to decisions that have a big impact on business, such as investing large amounts in ambitious projects, penetrating a new market, launching new products on the market, initiating a large advertising campaign, diversifying business, etc.
Identifying the essence of a problem. Throughout the business, various issues arise, such as poor performance of products on the market, customer migration to competitors, diminished sales, image crises. How can these issues be solved? Starting from the essence (source) of the problem, which can be identified by different methods, including marketing research.
Measuring the efficiency and/or the results of certain activities. Performing marketing research, we can evaluate: the efficiency of distributors' activity, brand awareness, competitive advantages, customers’ loyalty and satisfaction, the perception of the company's image, etc.
The support we provide to customers in this field includes, but is not limited to, the following:
- Establishing the need of information, based on the problem and/or the situation created;
- Establishing forms of obtaining information (through marketing research or other forms of obtaining information);
- Justification of investment in marketing research;
- Establishing objectives and selecting marketing research methods and tools;
- Performing marketing researches (independently or with CONSULTEX partners);
- Interpreting the data, obtained as a result of marketing research together with the results, obtained from other sources and offering solutions and recommendations to the issues in question.