The benefits of market research projects: gaining a competitive edge

How can brands truly stand out in their market? Companies need more than a strong product or service to elevate themselves beyond competitors – they need valuable insights that resonate with their audience and position them as thought leaders in their industry. 

Here, we dive into the powerful impact of research projects, both as a means to sharpen your brand’s edge and to drive real, measurable results.

The benefits of market research

The benefits of conducting market research are far reaching, offering immense value for businesses of all sizes, and providing a solid foundation for decision-making and strategic planning. Here’s why investing in research projects can be a game-changer for your brand:

1. Increase brand awareness

Market research can drive brand awareness through exclusive, data-driven insights that capture media attention via PR. By investing in research, your brand has the opportunity to become part of wider conversations, gaining visibility across reputable publications and digital platforms. This makes research an invaluable tool in reaching new audiences and keeping your brand top of mind.

Consider the range of media outlets that might benefit from your insights. For example, when we helped HR consultancy hoomph carry out an impactful research report on menopause support in the workplace, we timed it with World Menopause Month to maximise interest. 

Contributions from a list of menopause experts such as The Executive Menopause Coach elevated the content further, while a spin-off podcast further expanded its reach. With dozens of key outlets covering the story, including 17 media mentions with backlinks to the report, our content reached a combined potential editorial audience of 350,000, significantly amplifying brand visbility and awareness.

By leveraging original data that provides real value to readers, research report campaigns can gain traction in the press, boosting awareness and credibility.

2. Gain a competitive edge

One of the main benefits of carrying out market research is the ability to produce data that’s unique to your brand. Exclusive insights not only strengthen your value proposition but also set you apart from competitors who may rely on more generic industry sources.

By creating research that addresses emerging issues, you own a piece of valuable, primary data that helps your brand become the go-to source for knowledge and expertise. This competitive advantage builds credibility and ensures your message resonates in ways that traditional marketing simply can’t.

3. Position as a thought leader

Brands that conduct primary research gain an elevated profile as thought leaders within their industries. The insights you provide, especially when well-researched and data-driven, highlight your expertise and commitment to advancing industry knowledge.

The research report we worked on with hoomph was downloaded by 18 major global brands across sectors such as entertainment, fashion, and education. Almost 87% of coverage was UK-based, aligning with the campaign’s primary UK focus. 13.3% of coverage was from US publications such as Empower Up and HR Now, underscoring the report’s global appeal, especially in sectors prioritising workplace culture and employee wellbeing.

In this way, the exclusive insights we delivered positioned hoomph as a forward-thinking brand at the forefront of health and wellbeing initiatives in the workplace. Thought leadership not only drives engagement but also builds trust, setting the stage for long-term customer loyalty.

4. Endless content creation opportunities

Research projects offer a goldmine of content ideas that extend well beyond the initial launch. Data can be repurposed into a variety of formats, including downloadable guides, whitepapers, articles, social media posts, and infographics, creating a continuous content stream.

Not only does this approach maximise your initial investment, but it also allows your brand to stay relevant as your insights remain accessible in multiple formats. Research-led content demonstrates authority and gives audiences a reason to engage with your brand again and again.

Types of research: primary vs secondary market research

Understanding the different types of research can help determine the best approach for your goals.

Primary market research

Conducting primary research involves gathering new data directly from the source, such as through surveys, interviews, or original case studies. The benefits of primary market research include generating original, actionable insights that are specific to your audience. This type of research is particularly powerful for brands looking to own exclusive data that’s fresh, relevant, and closely aligned with their objectives.

Secondary market research

Secondary research leverages existing data sources to uncover trends and patterns. The benefits of secondary market research are that it’s often faster and more cost-effective than primary research. This can be a valuable first step in understanding broader industry trends before diving into a more targeted primary research project.

Both approaches offer unique benefits, and a combination of the two can often yield the most comprehensive insights.

How does market research benefit your business?

Market research has evolved into an essential business strategy for driving innovation, reducing risk, and making informed decisions. Here’s a quick look at some additional benefits:

• Improved customer targeting: Through detailed research, you can better understand who your customers are, what they value, and how to effectively reach them.

• Informed product development: Research can reveal customer needs, wants, and frustrations, allowing your brand to tailor its offerings to better meet market demand.

• Optimised marketing strategies: By analysing research data, brands can fine-tune messaging, adjust advertising, and ensure they’re hitting the mark with each campaign.

Ultimately, the benefits of using market research are substantial, helping your brand to innovate, connect with customers on a deeper level, and grow strategically.

Ready to gain your competitive edge?

Research projects have the potential to transform brands from market players to market leaders. With exclusive insights, endless content potential, and elevated thought leadership, investing in research can be the key to unlocking new growth and capturing the attention your brand deserves.

Get in touch to enquire about your own research project and discover how The Bigger Boat can help you stand out with data-driven insights tailored to your industry.