Marketing Surveys

When performing a market research study, researchers too often hone in on target demographics, current customers and their loyalty, price and other concerns. These are all important and should not be ignored. However, we must also remember to include the competition in our analysis for a well-rounded marketplace.

Your client will want to know who is out there in the marketplace, how much of the market they’ve cornered, whether or not there is room for their product and more. Sometimes, a market can have room for any number of competitors, and sometimes the competitive analysis may reveal that there is no room for a new product.

However, if the client decides to forge ahead with a new product launch, a good market research study can be used to help them come up with a well-planned strategy for overcoming the competition. Find out if respondents are loyal to a competitors’ brand, and why. Ask questions like:


Answers to these questions will help your client figure out what the competition is doing right and wrong. This will enable them to create their own unique brand identity that incorporates some of the positives from the competition as well as solutions to any problems.  While the bulk of a market research study, survey or focus group should relate specifically to the clients’ product, it is key to include the competition for a well-rounded, thoughtful result.