The Purpose of Market Research: Understanding Your Target Audience

Do you know who your target audience is? This article will discuss how to plan a piece of market research to understand your target audience.

Do you know who your target audience is? If not, you need to do some market research!

Market research is the process of learning about your target audience so that you can create products and services that appeal to them. It involves studying demographics, identifying needs and wants, and researching the competition. By understanding your target audience, you can create a marketing strategy that reaches them effectively.

This article will discuss how to plan a piece of market research to understand your target audience.

Define your research objectives

Before beginning any market research project, it is essential to first define your research objectives. These objectives will guide the entire project, from design to data collection to analysis.

Without clear objectives, it will be difficult to determine whether or not the research is successful.

There are a few key questions that you should ask yourself when defining your objectives:

  • Who is your target audience? This seems an ironic question, as this is essentially what we’re trying to find out.  However, for the sake of this exercise, let’s think (at a high level) about the industry sector,  geographical location, and age group that we want to target.
  • What do you hope to learn about them? This question will help to focus the research and determine what data is needed. For example, do you want to know their needs and wants? What motivates them? What are their spending habits?
  • What are your target market’s key competitive advantages? This question can help you determine how to differentiate your product or service from the competition.
  • What information will be most useful to your business?  This question will help to determine the research design.
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Once you have answered these questions, you will be ready to begin developing your market research plan.

Plan the research methodology

After defining your research objectives, you will need to plan the methodology for collecting data. This will involve deciding on the methods of data collection (surveys, focus groups, interviews, etc.), as well as the sample size and target population.

It is also important to consider the time frame for the research project and whether or not it is feasible to conduct the research in-house or if you will need to hire a market research firm, such as Innovolo.

Draft questionnaire or interview questions

Once you have determined the methodology, you can start drafting questionnaires or interview questions. These questions should be tailored to your research objectives and will vary depending on the type of data you are trying to collect.

It is important to pretest the questions with a small sample of respondents to ensure that they are clear and relevant.

Designing the questions correctly is critical to the success of the research project.  

Collect and analyse data

After the data has been collected, it needs to be analysed. This will involve reviewing and cleaning the data, as well as conducting statistical analysis.

Reviewing and cleaning the data

Ensuring the data is of high quality is essential for accurate analysis. This involves reviewing the data for accuracy and completeness, as well as identifying and removing any outliers.

Statistical analysis

Statistical analysis is used to identify patterns and trends in the data. It can be used to answer questions such as “What is the average age of my target audience?” or “What are the most popular brands among my target market?”

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Using tools like IBM SPSS or Excel, you can run a wide range of statistical tests to help you understand your target market.

Once the data has been analysed, it is ready to be presented in a report.

Present the findings

The findings of the market research should be presented in a clear and concise manner. This will help to ensure that they are easy to understand and can be used to make informed business decisions.

The findings can be presented in a variety of formats, such as graphs, tables, and narrative reports.


As you can see, market research is a complex process, but it’s crucial for understanding your target audience. If you’re not sure where to start or need help to execute your plan, our team at [company] can assist you. We have years of experience helping businesses just like yours understand their customers and create products that they will love. Let us help you take the first steps on this important journey so that you can reach your target market with ease. What are some questions that you would like to answer as part of your next market research project?

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