Recommendations

Nowadays tackling basic decisions for a marketing strategy requires reliable information on aspects such as product, brand, price, distribution and communication.

Some of the advantages of employing market research at your company are:

• Having more and better information to make correct decisions.
• It provides real information expressed in more precise terms to help address business problems with greater success.
• It helps with correct decision making in the case of selling or launch a new product
• It can be used to determine the type of product to be manufactured or sold, based on needs expressed by consumers during research.
• It identifies the most appropriate sales system, according to market demand.
• It defines the characteristics of the customer that the company has to or hopes to satisfy: tastes, preferences, purchasing habits, income level, etc..
• It helps to show how customer tastes and preferences are changing so that the company can respond and adapt and not be left excluded from the market.

All market research involves certain standard stages:

1ª)Defining the problem

This is the big question that has to be answered thanks to research.

2ª) Research design

Included within research design are various aspects such as: proposed objectives, most suitable methodology, budget, design of questionnaire or script, sample design or profiles to contact.

3ª) Field work

Field work basically involves data collection, i.e., conducting interviews, focus groups or surveys.

4ª) Recording and cleansing

Once codified, the questionnaires are usually recorded into a database for analysis.

5ª) Analysis and report preparation

The goal is to analyse the information to help interpret the information. However, the fundamental challenge for the researcher is to bring value to these data, string them together and draw conclusions from them.

The goal is to analyse the information to help interpret the information. However, the fundamental challenge for the researcher is to bring value to these data, string them together and draw conclusions from them.

6ª) Presentation of results

Lastly, there is the stage where the results are presented. The aim is to make decisions about the research objectives posed at the start, through a plan of action.

When the different types of market research that exist are analysed they are usually classified in terms of temporality, sampling ... however, we present a classification based on research objectives:

It is important to note that this classification responds to objectives where research is based on information needs. Nevertheless, this does not mean that the objectives are contradictory. In fact, several of these information objectives may also exist in certain research methods, however, this division helps us to understand how to measure, analyse and interpret these objectives.

Using this classification we can distinguish the following most common types of research:

• Reputation
• Image and positioning
• Segmentation
• Advertising pre-test
• Advertising post-test
• Consumption habits and consumer behaviour
• Market share
• Development and launch of new products
• Customer satisfaction

At Append we offer quality studies centred around your needs, with the aim of shedding light on the constantly changing issues that the market presents your organization.
Our mission centres around minimising the risk involved in decision making and providing ideas so that your business will always be ahead of the competition.
We have six offices in Madrid, Saragossa, Bilbao, Vitoria, Logroño, and Santander. An infrastructure that allows us to successfully develop any major project and adapt to your project scheduling.