Research for Your Marketing

2. What Do You Need to Know?

You need to know what you want from the research before you can decide on the depth, methods and justifiable budget.

2.1 Use exploratory research for 'quick and dirty' clues to aid real-time decision making.

• For example, are there local customers for your domestic plumbing service who do not even know you exist? If so, a door-to-door leaflet drop may bring good results.

2.2 Invest in detailed research when you need to put flesh on the bone.

• You will want concrete, detailed data to inform your planning decisions.

2.3 Causal research can be extremely valuable, but is often hard to carry out and interpret. It is aimed at answering 'what-if' questions.

• For example, how would raising your prices affect your sales volume?