8 top tips to re-ignite your
business using market research

Marilia Spindler
Marilia Spindler

A Happy Account Manager

It was Charles Darwin who said:

And how true that is today.

In a constantly evolving market, where demands change and customer behaviour changes and is influenced by so many external factors, a business must adapt to meet the needs of its target audience.

Those who stand still will be overtaken.

It could be that what you do is not serving a purpose anymore and you need to change direction or you may need to make major improvements.

A savvy business person will know if what they offer is starting to lose appeal. This is the time tap into the best knowledge available about your business: the knowledge given to you by your customers and target audience.

Here are my 8 tips for ensuring your business adapts to meet customer needs.

  1. Know your audience
  2. Adapt
  3. Find the gap
  4. Keep an eye on competitors
  5. Choose your preferred type
  6. Listen
  7. Act
  8. Repeat

It’s time to ask questions but, most of all, time to listen to the answers.


Target audience… who?


It may be that when you started your business, you had a very clear idea of who your brand was targeted at. But hey, things change, the world changes, people change tastes, behaviours and preferences. This means your offer needs to evolve too.

Or it may mean that your target audience is no longer the one you had in the beginning.

Having a deep understanding of who you are targeting your offer at will give you the best chances of them engaging with your brand and making them loyal brand followers. Market research will help you get to know them inside and out and understand their needs, wants and buying habits.


Is your offer spot on?


If you look at successful brands, what is the similarity that you notice about them? Yes, they are always changing.

A bread brand may introduce new flavours or cater for different dietary needs, a clothing brand may stop producing a determined piece because people no longer buy it or alter it to people’s wishes, an insurance provider may go through a complete overhaul of their customer service approach to better serve its customers, a marketing strategy may completely change to make sure it’s communicating to the relevant audience in the best way.

And now you ask… how do they know what to change and when? Yes, again you guessed: through market research.


Find that gap


Remember that nothing is set in stone. Change is a constant, in life and in business.

Your offer can be adapted according to the target audience’s needs at any time, your product can be tweaked, your communications can be made more poignant to target a specific group of people. Sometimes you need to completely re-invent your brand, your product, your service.

When that is the case, which is the best way to go? Well, you won’t know if you don’t ask. Once you have a target audience in mind, get a group of them together and ask, ask, ask, test, test, test and ask again. They will give you the best clues as to which direction to take.


Who are you playing against?


Market research is a fantastic tool to understand your competition. Yes, those other brands that share the same space, competing for customers and wanting to be heard. If you are very aware of the direction they are taking, then you’ll have a much better understanding of your own direction.

Should you tackle them head on and offer the same stuff they are offering? Or should you be different? Could you create perks that only your brand offers, so that you can attract and benefit from a more loyal group of customers? Observing and researching your competition may take you down a different, and more profitable, path.


Go big or go small


People can get confused with market research and wonder how big or small an exercise it needs to be. Of course, this will depend on the objectives to be achieved.

Market research can be desk-based, where analysis of larger market data can be done, or it can mean hitting the high street to speak to the end-user first hand (just a couple of examples). There are no set rules, but some techniques will be more effective than others when the desired outcome is known.

For example, if you want to know if first time home buyers like to purchase brand new furniture when they first move in, an analysis of larger market data is more advisable.

If your intent is to discover how customers behave in your shop and what they like to see as point of sale, then it’s best to go and speak to them in that environment in an accompanied shop.

If you want to know if people will like a new product you are intending to launch, though, the best alternative is to conduct a focus group to get people’s opinions and be able to show them a sample and ask questions there and then.

Picking the right type of market research is crucial to achieve your required outcome.


Be brave to take it all in


It can be hard to take brutally honest feedback from your audience and, believe me, if you ask them to be honest, they will not hold back. It may seem that people are just criticising and not offering any solutions, but more often than not, brands are not even aware of what poses a problem to their audience.

So listening carefully and not being too sensitive when taking criticism is really important so that you can listen to what people are saying. Only being honest and not too hard on yourself will make implementing change easier.


Act on it


The most important step after conducting your research is to reflect and think. What is it that the research has shown that you can improve on, tweak, make better?

It may be that there are many positive points too, that may just need to be highlighted more in your marketing strategy. It may be that you need to re-think your offer entirely or perhaps put some steps in place to engage with customers more.

Market research is just the beginning and it will give you the direction to take, but then you need to create the path for the journey going forward.




It’s impossible to keep growing your brand if you don’t keep in touch with your target audience. Regular market research will make sure you are always in tune with your audience, constantly asking them questions and listening to what they say. What they tell you is golden information to always have your business ahead of others. So don’t stop at the first exercise.

Do it regularly, ask more, ask differently and ask different people. Never assume. And you’ll be on your way to having a great brand and lifting your business to new heights.


To receive more blogs like this, sign up here and we’ll send them when we add them. Only the best stuff. Promise. Subscribe now.

Marilia Spindler is a Happy Account Manager and market research specialist. She worked in advertising in her homeland of Brazil, joining Happy in 2011.



Share this:


Marketing & Branding Specialists

Personalised for your organisation


Share this:
8 top tips to re-ignite your business using market research
This website uses cookies to improve your experience. By using this website you agree to our Data Protection Policy.
Read more

Professional Brand Audit

Free professional brand audit. Receive a grade for your
branding performance, as well as implementable steps and actions.


Please enter your email to subscribe to the Happy blog


Paid Social Campaigns

Paid social media can be a brilliantly effective yet low cost form of lead generation, and it’s a great way to extend your reach, drive website traffic and generate likes and shares.

We’ll take care of setting up and managing your paid social media accounts, ensuring your spend is carefully targeted. Then we’ll provide clear, transparent reporting so you can keep refining the strategy to make your ad spend even more effective.

More about Paid Social Campaigns

Social Media

All the tweets and posts in the world won’t help generate leads unless there’s some strategic thinking behind what you’re doing.

We’ll help define the right social media strategy for you, so that you’re on the right platforms, saying the right things to the right people at the right time to generate the right leads.

More about Social Media

Design & Brand Building

Marketing is bit like those huge, swirling flocks of starlings you see from time to time. Individually your brochure, email, ad, meme or gif may not change the world.

But when you join them together and ensure they’re all heading in the same direction, you have the power to stop people in their tracks.

We design communications that help build a consistent brand and convert more leads to sales.

More about Design & Brand Building


Your website can generate leads in so many ways. Informed content. Strong calls to action. A simple, natural journey from ‘Hi there!’ to ‘Buy now’.

Yet websites are never ‘done’. They need to keep evolving to keep pace with your customers’ expectations, so we’ll be with you for the long haul to keep tweaking, refining and growing your site – and to deliver the PPC campaigns that help drive traffic towards it.

Because when your website keeps working to understand and speak to your audience, you’ve got more chance of converting.

More about Websites

PR & Content

There’s a knack to ensuring your business is seen in the right places at the right time. We’ll build your PR profile across the mix of channels that’s right for you (from press to social media to events) and use our contacts to spread the word.

So when your customers are ready to buy, it’ll be your brand they think of first.

More about PR & Content

Claim your happy offer

    Claim your happy offer

      Claim your happy offer

        Claim your happy offer

          Claim your happy offer

            What would make you happy today?