In brief: Marketing research systematically gathers and interprets information about customers, markets and decisions.
How I use marketing research in practice
I start with a decision, not a generic request for data. I choose methods, sources and a sample that can answer the question, then document limits and uncertainty.
What to watch
A large sample does not repair a biased question or weak method. Findings must be distinguished from assumptions and convenient anecdotes.
Questions for decisions
- What decision will the research support?
- Who is represented and who is missing?
- Which evidence would change our plan?
- How will findings be tested in practice?