3.2.1—Market research purposes

Market research collects and analyses information about customers, competitors and the wider market to reduce uncertainty about an idea or decision.

Research is valuable only when the question is clear, the sample and method fit the decision and the evidence is interpreted cautiously.

Before launching a snack, a firm might test flavour, price and purchase context with the target segment rather than ask a broad “do you like it?” question.

Research cannot guarantee demand; respondents may report intentions that differ from actual behaviour.