The Complete Guide to Online Customer Research

Do you want to learn how to do market research? Or even where to begin learning more about it? Use our complete guide to learn the fundamentals and discover how market research may benefit your organization.

Defining market research:

Market research is the technique of acquiring information about your target audience’s requirements and preferences – possible customers of your product.

Market research affects every area of a company, including its brand, product, customer service, marketing, and sales.

Market research is often concerned with fully grasping:

  1. The consumer (current and former customers, non-customers, and influencers)
  2. The business (product or service design, promotion, pricing, placement, service, sales)
  3. The rivals (how their market offerings interact in the market environment)
  4. The industry as a whole (whether it is growing or heading in a specific direction)

What happens if you do not conduct market research?

Without market research, corporate decisions are made based on previous customer behavior, economic indications, or, at worst, gut instinct. Decisions are made in a bubble, with little regard for what the competitor is doing. One essential goal of market research is to eliminate subjective viewpoints from corporate choices. As a brand, you exist to serve your consumers, not to satisfy internal business preferences. You will be significantly more effective if you understand the distinction, and market research will assist you in making informed judgments.

Understanding customer research:

Any activity, initiative, or action with the end purpose of acquiring information from or about consumers is considered customer research. Customer research is all about attempting to get into your customers’ heads, from what they desire to their daily routines to the problems they are trying to address.

  • How to conduct customer research?

Marketers may use customer research to get to the root of what customers desire. Customer data is not about internal concerns, personal ambitions, or even arbitrary priorities. Customer buy-in determines the success or failure of a business. Customers are the driving factor behind sound business decisions.

Importance of research:

  1. Understanding what customers like, dislike, want, and relate to is essential for a successful business. Businesses must also study their competitors to uncover possibilities to differentiate their products and services from those of their competitors.
  2. It offers numerous advantages, including the development of critical thinking and analytical abilities via hands-on learning. Identifying academic, professional, and personal interests. Extending one’s knowledge and comprehension of a subject outside of the classroom.
  3. When you’re circling a topic for the first time, you might not know where to begin. The quantity of work ahead of you is usually daunting. When writing a report or developing a business strategy, it is necessary to reduce the scope at some point. Research assists you in identifying the most distinctive and/or significant concepts. You can select the topics that best suit the project and its objectives.
  4. Research is not only important for businesses but as well as for students. Research is a vital part of higher studies. Students in their junior or senior year in university are assigned to research their designated topics. Every university has different criteria for research. To meet those criteria to acquire a degree and desired grades, students nowadays prefer to pay for dissertation or their dissertation proposal to gain the grades and marks they want.
  5. A dissertation proposal is a basic overview of your dissertation. However, writing a proposal is indeed the hardest thing to do since it must be done in a way that captures the reader’s interest. (bestassignmentwriter, 2018)
  6. The importance of research in academics is to help students see the importance of the area of the field they are studying. In search of getting their thesis/assignment done, they might search for the best assignment writing service, in this way they acquire their grades and as well as save their assignment writing time and study instead.
  7. Research helps you to follow your interests, learn something new, sharpen your problem-solving abilities, and push yourself in new directions. Working on a faculty-initiated research project allows you to collaborate directly with a mentor, who might be a faculty member or another experienced researcher.      

Methods for doing customer research

There are several approaches to collecting data from customers, but we’ll focus on four:

  1. Surveys
  2. Interviews with customers
  3. Unstructured data mining
  4. Heatmaps

1. Surveys:

Surveys are a frequent place to start when considering conducting consumer research. Customer feedback may be obtained quite directly through surveys, which are also typically affordable and allow you to reach a large audience with relative ease. Surveys are a highly appealing alternative because of all of those qualities. However, it also implies that clients will frequently get a flood of questionnaires.

2. Interviews with customers:

While surveys are a fantastic tool to get input, they are by no means the only ones. Customer interviews are a different strategy to think about. Now, this could resemble a survey a lot, and they are related. Customer interviews are directed, but surveys are not, and this is the fundamental distinction. In-person interviews with customers are also more typical, albeit not necessary.

3. Unstructured data mining:

Numerous insights may frequently be deduced from consumers’ responses to rating questions while conducting surveys. For instance, you know you have an 80% satisfaction rating if 8 out of 10 customers are happy with your service. But what about all the additional information clients provide you with in general remarks and follow-up SMS messages? You are losing out if you are not examining this free-form feedback.

Types of data:

Data is often divided into two categories: structured data and unstructured data.

  • Structured data:

Quantitative data, commonly referred to as structured data, is everything to which a precise number may be assigned. They frequently take the form of closed-ended inquiries. Close-ended questions include those that are yes/no.

  • Unstructured data:

Everything that is not structured data is often referred to as unstructured data. This can appear as responses to open-ended survey questions. Additionally, it may be remarks made on your website or opinions expressed by clients in social media posts. It’s more akin to anecdotal evidence.

4. Heat maps:

The first three techniques we list include your consumer giving you feedback on some level. Heatmaps are distinctive because they monitor client behaviors within your product or on your website.

With the use of heatmaps, you can observe where clients are clicking, in what sequence, and where they land before giving up. They are by no means a solution, but they can provide you with information that you might not otherwise discover.

Customer research best practices:

You should follow some basic best practices while performing your consumer research now that you are aware of several approaches and their advantages and disadvantages. Even though every project is different, all of these suggestions should be helpful regardless of the type of study you’re doing.

Know your customer demographics:

Knowing your audience’s demographics is important since various audiences demand different things from you as a researcher.

Set priorities:

Determining who you want to talk to should be one of your priorities. Making a client profile is one way to go about this. You’ll need the usual data, such as your age, gender, and location.

Perform preliminary research:

You should perform some preliminary research and analyze the material that is currently accessible before you start asking your consumers questions. Government sources of industry data are good beginning points to take into account (such as the Bureau of Labor Statistics).

Acquire information from trade associations:

Additionally, you might be able to acquire information from other trade associations. When it comes from a government source, market information is frequently reliable, inexpensive, and sometimes even free.

Follow up:

When a consumer provides you with information, they are potentially offering you something really important. Be sure to express your gratitude to everyone who took part in your consumer research. Not only is it the proper thing to do, but it could also increase their openness to further research on the subject.


In most marketplaces, customer loyalty and satisfaction are important differentiating factors between organizations that do well and those that don’t. Customer satisfaction promotes loyalty, which fosters corporate performance. (Hill, N. and Brierley, J., 2017) The majority of your techniques will involve speaking with your client personally. You will require their engagement, whether it be through a survey, customer interview, or reading through comments. Remember that they are actual individuals with their wants and boundaries. Plan to make it as easy as possible for everybody who could provide their opinion, and only ask what you truly need.


  • Hill, N. and Brierley, J., 2017.¬†How to measure customer satisfaction. Routledge. Online Available at

BAW. 2018. Why Do Students Buy a Dissertation Proposal? Online Available at [Accessed on 06, January 2023].

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