Market Research Guide

Cover Image for Market Research Guide

Report Preparation and Format

  • Report Summary
    • Provide a concise summary of the research, findings, and recommendations.
  • Detailed Findings
    • Provide a detailed account of the research findings.
  • Appendices
    • Include any charts, graphs, survey questions, etc., used or mentioned in the report.

Key Questions to Answer with this Guide

  • Demand: Is there a demand for your product or service?
  • Market size: How big is the market and how many customers are likely to be interested in your offering?
  • Economic indicators: From a macro-economic perspective is this the right time and is your target market doing well?
  • Ideal Customer Profile (ICP): Who is your ICP?
  • Location: Where are your customers, suppliers, and even competitors located?
  • Market saturation: How many competitors are already available to your prospective customers? Can that be disrupted?
  • Pricing: What are customers currently paying for alternatives to your offering?

Steps

  • Introduction
    • Define the Problem
      • A brief overview of the issue that necessitates market research.
      • Identify any specific business questions you are trying to answer.
      • State your goals.
    • Clearly Define your Objectives.
      • What information do you hope to gain?
  • Planning the Research
    • Research Methods
      • Define your primary and secondary research methods.
      • Detail how you will conduct surveys, focus groups, polls, and interviews.
    • Sample Design
      • Define the target population for your research.
      • Detail your sampling method and size.
  • Industry and Market Factors
    • Market Size and Trends
      • Describe the current size of the market.
      • Discuss recent and projected market trends.
    • Regulations
      • Discuss any regulatory issues affecting the market.
    • Gaps in the Market
      • Identify and explain any potential market opportunities.
    • Market Demographics
      • Discuss key market segments and demographic trends.
  • Ideal Customer Profile(s) (ICP)
    • Demographics
      • Define ICP's age, gender, race, income level, etc.
    • Lifestyle Trends
      • Discuss any lifestyle trends affecting ICP behavior.
    • Needs and Attitudes
      • Discuss ICP needs, preferences, and attitudes toward your product or industry.
    • Location
      • Where is your ICP located?
  • Suppliers
    • Supplier Overview
      • Provide an overview of main suppliers.
    • Location
      • Where are your suppliers' located?
  • Competitors
    • Competitor Overview
      • Provide an overview of main competitors.
    • Pricing Structures
      • Detail competitors' pricing structures.
    • Market Share
      • Discuss the market share of each competitor.
    • Marketing and Branding
      • Discuss competitors' marketing strategies and branding efforts.
    • Location
      • Where are your competitors' located?
  • Data Collection
    • Data Collection Methods
      • Provide details on how you collected data (surveys, focus groups, polls, interviews).
    • Data Sources
      • Discuss the sources from where data was collected.
  • Data Analysis
    • Data Processing
      • Discuss how data was processed and organized for analysis.
    • Data Interpretation
      • Discuss how data was interpreted and what it means in context.
  • Results
    • Findings
      • Detail the findings of the research in a clear, organized way.
    • Insights
      • Discuss any new insights gained from the research.
    • Recommendations
      • Based on the research findings, provide any recommended actions.

Good luck with the research and please reach out if Cove can be of assistance!