Building a Research Based Marketing Plan in 5 Steps

Eileen Cole

Eileen Cole About The Author

Jun 29, 2021 3:08:00 PM

marketing based research

If you want to get the most from your marketing strategies, you need to conduct research that helps you develop a productive plan. By performing a sufficient study and connecting with your audience, you can create content that truly resonates with potential customers. However, it's also important to keep the process cost-effective, which can help maximize the ROI of your efforts. If you're unsure about how to do marketing research the right way, here is our 5-step  plan to help guide you. 

Learn How to Successfully Measure Your ROI

1. Stake Out the Problem

The foundation of the marketing research process, is to define the problem that your customers face. Once you've pinned down the specific problem, you need to determine how your business will solve it. This first step will assist with research objectives.   

Come up with questions that help clarify your customers’ dilemma. Developing a questionnaire to understand pain points is a good idea. For example, you might ask what issues different segments of your audience are likely to encounter throughout the day. You can then ask which of your products or services is the key to making your customers' lives easier.

2. Establish Your Research Plan

Once you've figured out what obstacles your audience faces, you can design a research plan to tackle it. There are several ways to approach this as you navigate your way through. 

First, you can interview people for feedback and determine what they're looking for. You can also create a survey of existing customers to gather information. Additionally, you can conduct website testing, including A/B tests, to try different strategies and see what works and what to abandon. 

3. Collect Data

After establishing a research plan, you need to collect sufficient data to interpret. Make sure to gather information from all relevant sources to improve your analysis. You can use analytics on your website, feedback from customers, and material from surveys to help you achieve research objectives.  

The more input you have to work with, the more you'll identify patterns and pinpoint what's working and what needs improvement. At the same time, it's important to have a balanced mix of purely analytical findings and more human-oriented details from surveys and feedback. 

4. Evaluate Your Findings

With all of your data collected, you can begin interpreting it and use it to inform your marketing strategies. As you analyze, look for common trends that you can address in your advertising. With an in-depth breakdown, you'll be able to find clearly defined patterns that can help guide your campaigns. 

Based on your results, you can form a theory to solve the biggest headaches customers face with your brand. As always, objectively use the results you have gathered in confidence without adding biases to the mix. Stay intentional and adaptive, learning from the information gleaned. Your campaigns will be far more rewarding if you are willing to change your opinions and thought processes based on new information provided by your audience 

5. Start Creating Marketing Campaigns

Following the research phase, it's time to put your action plan together based on what you learned from the data analysis process. There are many tools you can use to develop your marketing campaigns, including your buyer personas, industry, website testing results, and more. With all of these assets backing you, you can develop a campaign to combat the initial problem you identified. 

There are essentials that you should understand when generating your first marketing campaign. The big things behind your advertising plan include knowing your buyer persona, executing an on-brand message, and knowing that your business is solving a unique problem. Then, there are more minor details to work out, like brand voice, tone, and color schemes.   

The more you educate yourself before launching your campaign, the more confident you'll feel during its delivery. You'll also get better results if you go into a campaign with plenty of knowledge behind it. 

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Gathering knowledge before your campaigns, ensures you’ll get better results than you would basing your plan on speculation alone.  Learn about the problem you want to address, the market, what customers want, and patterns in data collected. In the process, you can more effectively put together and launch a campaign that works.  

With a strong marketing research plan supporting your plans before launch, you can get the most from your efforts and see the growth you want. The more frequently you conduct the necessary research, the more you can perfect the process.  

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