Market research, studies and analysis

You might have come across this:
You are invited by mail oder email to take part in a survey. And if it is done well in the first place (!) your are indeed willing to take part…
Then after some questions you realize it will take ages to complete. Or – after some questions, you realize - this doe not work for you, as the questions are not really addressing YOU, or simply you do. Not find any option to choose as an answer. In the best case, you leave the survey slightly frustrated. In the worst case (for the recipient of the data) you choose options just to be able to continue. And the survey recepiant will have false results without even knowing…

Marketing research and especially surveys in present or desired market segments, can feel like an expensive and time consuming gamble with uncertain results for many actors in tourism, especially smaller ones with a more limited budget.

Of course, not always However, not always a huge client database has to be addressed or tons of statistics to be evaluated. Web based survey tools and providers offer simple solutions to create quick results, but they leave the most critical tasks to you and provide an often false feeling of accuracy: The most important part in market search is to

• Prepare well what knowledge you need to gain
• Ask the right questions in a survey
• Know HOW to ask questions, in order to
• Receive the correct answers
• Ask in a way that makes the responder really to complete the survey

Here, many surveys flowing our in-boxes provide nightmare-like examples how NOT to do…

Nevertheless, market research is an important and useful tool to guide your business, if done right. I n order to measure customer satisfaction, to analyze the competitive situation or to carry out market potential studies, market research should be entirely ignored. This can be done in the form of

• Surveys of existing or potential customers
• Economic market environment analyzes for marketing planning
• Feasibility studies to assess the chances of success of new products
• Competitive analysis to determine the position in the market
• Image analysis

While all of these tasks involve collecting market data, it does not always require lengthy and expensive first-hand data collection. Many analyzes achieve the desired informative value with the help of carefully selected and evaluated secondary data. However, some questions can only give a meaningful answer by means of surveys.
The decisive factor in market research, however, is not the quantity of funds used or the volume, but the quality of the procurement and evaluation of the data collected. You can expect serious and reliable analyzes for your budget, based on representative material and compiled in an evaluation that answers your questions instead of asking you new riddles.