Guide

Market research and market reports

Introduction

A business that understands its customers and their buying habits can:

  • sell more effectively
  • compete with other suppliers
  • target new customers
  • identify new opportunities

There is a wide range of data available, which can help you build up a picture of general trends and your customers' buying habits. This includes both published data, and information you can collect yourself.

This guide explains primary and secondary market research. It helps you to plan your field research and avoid pitfalls. This guide includes tips for effective market research. 

This video explains how to use market research to gain knowledge about your marketplace, your customers and their behaviour to target them better: