Why Every Great Marketing Move Starts with Research

Photo Credit: Megan Aguilera

Have you ever launched a campaign that didn’t go as planned? Many business owners rely on instinct, but the most successful ones rely on insight. Marketing research helps you make decisions based on facts, not assumptions. It helps you understand who your customers are, what they care about, and how to reach them in ways that truly make an impact.

A great example is Dove’s Real Beauty campaign. Before launching, Dove surveyed women worldwide and discovered that only a small percentage considered themselves beautiful. That awareness inspired a message that celebrated real women instead of models, creating a campaign that resonated globally and built lasting brand loyalty.

At its core, marketing research is the practice of gathering and understanding information that guides smarter business choices. It highlights what is working and uncovers areas that need attention. With that knowledge, you can focus your goals, build strategies that make sense, and move forward with confidence instead of uncertainty.

Primary and Secondary Research

Photo Credit: Megan Aguilera

There are two main ways to gather data. Primary research means collecting new information directly from your customers. This can include surveys, focus groups, interviews, or product tests. It is useful when you want feedback specific to your business or idea.

Secondary research uses information that already exists. This can include industry reports, competitor websites, or Google Trends. It is quicker and often free, helping you understand market trends before making a decision.

The best approach is to start with secondary research to build context and follow up with primary research to confirm your findings.

Qualitative and Quantitative Research

Photo Credit: Megan Aguilera

Qualitative research focuses on opinions, emotions, and experiences. It helps you understand why customers think and act the way they do. What motivates them, what they value, and how they perceive your brand. This type of research reveals information you cannot get from data alone. Examples include:

• Open-ended interviews

• Focus groups

• Customer feedback

Quantitative research focuses on measurable information such as numbers, percentages, and trends. It answers questions like how many, how often, or how much. Examples include:

• Online polls or surveys

• Analytics reports

• Sales data

Qualitative research provides depth, while quantitative research provides proof. When you use both together, you gain a complete and reliable understanding of your market.

Helpful Tools for Smarter Marketing Research

You do not need an expensive system to start gathering data. Here are a few practical tools that make the process easier:

• Google Forms and Typeform help you create quick surveys to collect feedback.

• Google Analytics and Meta Business Insights show how visitors interact with your website and ads.

• Hootsuite or Sprout Social allow you to monitor what people are saying about your business on social media.

• Ubersuggest and SimilarWeb let you compare your performance with competitors and discover keyword opportunities.

• Google Trends highlights what topics are gaining popularity so you can stay ahead of your market.

Even using one or two of these tools regularly can guide your decisions and improve your strategy.

The Takeaway for Your Business

At Elevate with MGM, we believe great marketing starts with understanding people. Research is not about complexity; it is about clarity. When you take time to ask questions, gather insights, and apply what you learn, you begin to market with purpose instead of pressure.

With the right knowledge, every small business can grow strategically and every great idea can become your next great success.

To explore one form of primary research in more detail, check out my post on A/B testing: Every Detail Matters: How A/B Testing Elevates Your Marketing