Searching the online-only web and through the vast ocean of what is Google, you can type in the search bar “Marketing Research” and get thousands of youtube videos and articles that will create what will lead to a perfect plan to pitch to your team. However, most don’t understand that even learning these tips and tricks to complete this project requires an overall understanding for those who don’t understand all the marketing jargon if you aren’t familiar with it.
Something to keep in mind in any type of pitch for a marketing plan or your marketing research is to make it easy for anyone to understand the facts, stats, and blurbs. As a designer and marketer, I have learned to marry my skills to create a learning experience for everyone to enjoy and understand.
With this, let’s deep dive into the basic steps of Marketing Research and how using graphic design can make your clients run out with a better understanding of their brand.
Where To Start
First order of business, what exactly is marketing research?
We create market research to give people (business leaders, managers, etc.) information to help them make decisions to move forward with the future motives of their brand/company. This defines how you, as a marketer, will start with how you will conduct your research to get to the deep depths for your or a client’s company/brand.
We explore what values we can learn from research to clarify problems or opportunities, attract more customers, or even know about new changes in the marketing world that affect how consumers buy products and how other competitors are dealing with them.
While this sounds informational, how do you present this to a client in the best way possible to peak their attention, move forward with the research process, and find new blue oceans to navigate toward.
We make it pretty!
Moving Forward With Market Research From here on, pretend you are the client, and for the rest of this article, we will learn about market research with some pizazz!
Primary vs. Secondary Research
During this stage of the market research plan, you are challenged with creating data. Although that may not seem problematic, you may want to create a list of the top five things you want to focus on, not making it challenging to create a laundry list of data that may not be useful for your research.
Both stages will conduct both exploratory and confirmatory information that will be part of the decision process that can help you solidify your data. For example, during the primary research, the “early phase” (exploratory), you can question like “Why do we need to research this?” or “Is observing this “name of research here” be efficient for my conclusion for this specific market?”. In contrast, we can conclude our information in the “later phase” (confirmatory) and move forward with the observations and data collected.
During the secondary stage, we have an overall understanding of the data collected. Then, we can conclude our information can use existing knowledge to complete our report to finalize the research and move on to the next steps of the marketing research.
Qualitative vs. Quantitative
With simple context clues, we can use the roots of “Quant” for quantity which means the amount, and “Qual” as quality, where we can use this in the marketing research for insights into what motivates the customer behavior.
Qualitative Research allows ethnographers to use human beings as a primary measurement instrument to give an in-depth look at what is essential to humans in the dedicated research you are conducting. In addition, because it is based on quantitative research, this can give you a better clue to continue looking for information related to the outcomes found in the quantitative analysis. This focuses primarily on using external data and compares numbers, percentages, and averages regarding the topic you are researching for your brand.
During Qual. Research, you can achieve information with focus groups, ethnography, and individual interviews while during Quant. Research, you can achieve your data with Descriptive Surveys, marketing, and conjoint analysis, and experiments were done in test markets and concepts.
What Does This All Mean? If you’re looking for how this fits all with art, you missed the point! While all these sections explain necessary information on how to to be your market research, you probably glazed over the text and focused on the images that break down the data much more quickly.
Wordy information can be ignored or not understood while creating graphics and infographics with bright colors, and fast data can be understood much more quickly and to the point. This proves, even more, the concept of how a designer with a marketing background is efficient on a marketing team to understand what the consumer wants and bring a unique experience to a board meeting.
Remember, you don’t need extensive programs to create unique infographics. Instead, you can create information designs to get the message to everyone in a room with some research and elbow grease.
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