Types of Market Research: 65 Use Cases You Can Implement Now
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Curious how different types of market research can transform your brand’s customer experience? Learn more with Suzy!
By: Mary Emerson Baker, Vice President, Market Research, and Jack Kaufman, Digital Marketing Manager
A global snack brand had a long-standing seasonal product that wasn’t performing as well as it used to. While older consumers remained loyal, younger audiences were disengaged despite heavy marketing investments. Was it the flavor? The timing? Or something entirely different? To uncover the answer, the company turned to market research, using real-time consumer insights from Suzy to identify the issue and refine their approach.
The research revealed something surprising: the flavor wasn’t the problem—it was the packaging and messaging. Younger consumers felt it looked outdated and didn’t evoke the excitement they wanted from limited-edition releases. Armed with these insights, the company gave the product a bold new look and rebranded the campaign to emphasize nostalgic fun with a modern twist. The result? A 24% increase in sales the following season, with younger demographics leading the charge.
This is the power of market research: uncovering hidden insights that drive real-world impact. In this article, we’ll explore 65 real-world use cases where businesses—just like this one—have used market research to innovate, solve challenges, and grow. Let’s dive in!
Table of Contents
Foundational Learning Use Cases
1. Key Drivers Analysis: Key Drivers Analysis identifies the factors most influencing a specific outcome, including reasons for purchasing, helping businesses prioritize key category attributes that can drive business success. Suzy’s agile research tools enable this by providing instant consumer insights, empowering teams to uncover and act on critical drivers.
2. Brand Awareness Measurement: Measuring brand awareness helps determine how well your brand is recognized by consumers. Suzy’s survey tools provide real-time insights into aided and unaided brand awareness levels.
3. Consumer Journey Mapping: Mapping the consumer journey helps optimize touchpoints to influence purchase decisions. Suzy’s path-to-purchase tools track customer interactions with your brand, providing detailed journey insights.
4. Voice of the Customer (VoC) Programs: Ongoing VoC programs capture real-time customer feedback for continuous improvement. Suzy’s platform provides tools to collect and analyze consumer feedback at every stage of the customer journey.
5. Community Sentiment Monitoring: Monitoring sentiment within specific online communities helps businesses understand how they are perceived. Suzy’s platform enables continuous feedback collection to assess brand perception in targeted communities.
6. Cultural Trend Monitoring: Monitoring broader cultural trends helps businesses stay relevant and responsive to societal shifts. Suzy’s tools enable businesses to gather insights on how cultural trends influence consumer behavior and adapt strategies accordingly.
7. Product Usage Analysis: Analyzing product usage reveals how consumers engage with your product post-purchase. Suzy’s follow-up surveys gather insights into consumer behavior, helping you identify areas for product improvement and uncovering white space.
Product Development and Testing Use Cases
8. Product Launch Testing: Testing a product before launch ensures it resonates with your audience and minimizes risk. Suzy’s monadic testing feature enables real-time consumer feedback on new products, guiding successful launches.
9. Concept Testing: Concept testing evaluates the potential of new ideas before further development. Suzy’s monadic testing allows you to test multiple concepts simultaneously, helping you identify which ideas are most promising.
10. Pricing Sensitivity: Analyzing pricing sensitivity helps determine the optimal price point for products. Suzy’s price sensitivity testing tools measure consumer reactions to various prices, ensuring pricing strategies that maximize revenue.
11. Feature Prioritization: Prioritizing product features ensures development focuses on what matters most to consumers. Suzy’s MaxDiff analysis ranks product features based on consumer preference, helping you prioritize effectively.
12. Claims Testing: Testing product claims ensures they resonate with consumers and pass regulatory scrutiny. Suzy’s survey tools allow you to evaluate which product claims are most appealing and believable to your target audience.
13. Packaging Testing: Testing packaging helps ensure it communicates product value and drives purchase intent. Suzy’s platform enables real-time consumer feedback on packaging design, allowing for data-driven adjustments.
14. Subscription Model Testing: Testing subscription models ensures they appeal to your target audience before launch. Suzy’s rapid feedback tools enable you to evaluate consumer interest in subscription offerings.
15. New Technology Adoption: Testing consumer interest in new technologies helps businesses decide which innovations to pursue. Suzy’s platform enables businesses to gather feedback on new tech concepts to assess market readiness.
16. Brand Extension Testing: Testing brand extensions ensures they align with your core brand and customer expectations. Suzy’s platform allows you to evaluate consumer reactions to potential extensions, minimizing risk before launch.
17. TURF Analysis: TURF analysis helps determine the optimal combination of products or features to maximize reach. Suzy’s TURF analysis tool identifies the most effective product mix, ensuring market coverage without cannibalization.
Brand and Marketing Strategy Use Cases
18. Brand Perception Analysis: Understanding how consumers perceive your brand helps refine messaging and positioning. Suzy’s brand tracking tools measure perception over time, enabling adjustments based on real-time feedback.
19. Message Testing: Testing different marketing messages ensures they resonate with your audience. Suzy’s message testing platform allows you to evaluate multiple messaging options to find the most impactful communication strategy.
20. Advertising Channel Effectiveness: Testing advertising channel effectiveness helps businesses allocate their budgets to the most impactful platforms. Suzy’s platform provides insights into consumer engagement.
21. Geo-targeting for Regional Campaigns: Targeting campaigns by region ensures marketing efforts are tailored to local preferences. Suzy’s profiling tools allow you to filter insights, helping you customize strategies by region.
22. Rebranding Strategy: A rebranding strategy ensures that any brand changes align with customer expectations and market trends. Suzy’s platform allows you to gather feedback on potential rebranding efforts, helping guide decisions before a full-scale launch.
23. Crisis Management: Responding to brand crises effectively requires understanding real-time consumer reactions. Suzy’s survey tools capture consumer feedback during crises, helping businesses adjust communication strategies swiftly.
24. Sustainability Perception Testing: Testing consumer perceptions of sustainability helps align your brand with their values. Suzy’s survey tools capture insights on how sustainability influences purchasing decisions, guiding messaging and product development.
Campaign Effectiveness Use Cases
25. Creative Testing: Creative testing ensures that advertisements resonate with the target audience. Suzy’s platform provides tools for gathering real-time feedback on visuals and messaging, enabling data-driven refinements.
26. Campaign Effectiveness: Measuring campaign effectiveness ensures marketing efforts achieve the desired outcomes. Suzy’s platform tracks key metrics like awareness, engagement, and purchase intent to evaluate campaign success.
27. Seasonal Trend Analysis: Analyzing seasonal trends helps optimize marketing strategies during key times of the year. Suzy’s rapid survey capabilities allow you to monitor shifts in consumer behavior during seasonal peaks.
28. Email Campaign Effectiveness: Measuring the effectiveness of email campaigns helps improve engagement and conversions. Suzy’s platform provides tools for tracking consumer feedback on email content.
29. Digital Ad Optimization: Optimizing digital ads ensures businesses get the best ROI from their online advertising spend. Suzy’s tools provide feedback on different digital ad variations to identify which are most effective in driving clicks and conversions.
30. Promotional Strategy Testing: Testing promotional strategies helps determine which offers resonate best with consumers. Suzy’s survey tools provide insights into consumer reactions to different promotions, informing marketing decisions.
31. Content Personalization: Personalizing content ensures that marketing messages are tailored to specific customer profiles, driving higher engagement. Suzy’s profiling tools provide insights into what types of content resonate most with different groups.
32. Content Strategy Optimization: Optimizing content ensures it resonates with your audience and drives engagement. Suzy’s content testing tools allow you to evaluate which types of content work best with different customer profiles.
33. Public Relations Impact: Measuring the impact of public relations campaigns helps businesses understand how they affect brand perception. Suzy’s survey tools capture consumer reactions to PR efforts, allowing businesses to adjust their communication strategies.
34. Influencer Impact Analysis: Assessing the impact of influencer campaigns ensures they are driving desired results. Suzy’s platform allows you to measure consumer sentiment before and after widespread campaigns to gauge influencer effectiveness and ROI.
Market Research and Analysis Use Cases
35. Market Sizing: Market sizing helps quantify potential demand for a product in a new or existing market. Suzy’s quantitative and advanced analytics tools provide real-time data to estimate market size and inform strategic investment decisions.
36. Competitive Analysis: Competitive analysis identifies the strengths and weaknesses of your competitors. Suzy’s benchmarking tools allow you to gather consumer insights on competitor brands, informing your own strategic positioning.
37. Market Profiling Validation: Validating customer profiles ensures your targeting remains accurate and relevant over time. Suzy’s profiling tools continuously assess consumer groups, allowing for necessary adjustments.
38. New Market Exploration: Exploring new markets helps businesses identify untapped growth opportunities. Suzy’s global audience capabilities provide businesses with real-time feedback from new regions or industries to assess market fit.
39. Consumer Confidence Monitoring: Monitoring consumer confidence helps businesses adjust strategies in response to economic shifts. Suzy’s real-time survey capabilities capture consumer sentiment, providing timely insights for decision-making.
40. Behavioral Data Mining: Mining consumer behavioral data reveals patterns that can guide marketing decisions. Suzy’s audience insights and data analysis capabilities help uncover hidden consumer behavior trends.
Customer Experience and Retention Use Cases
41. Satisfaction Drivers Identification: Identifying drivers of satisfaction helps businesses improve the customer experience. Suzy’s tools allow you to gather feedback on what elements of your product or service most impact satisfaction.
42. Customer Satisfaction Tracking: Tracking customer satisfaction over time helps maintain loyalty and improve services. Suzy’s continuous feedback tools allow you to monitor customer satisfaction and identify areas for improvement.
43. Post-Purchase Behavior Analysis: Understanding post-purchase behavior informs retention strategies and customer loyalty efforts. Suzy’s follow-up surveys capture insights into product usage, providing actionable data on customer habits.
44. Customer Pain Point Discovery: Identifying pain points helps businesses address customer frustrations and improve satisfaction. Suzy’s qualitative research tools, including video open ends and in-depth interviews, uncover customer pain points.
45. Customer Retention Strategies: Retention strategies aim to reduce churn and improve long-term customer loyalty. Suzy’s tools track satisfaction and loyalty metrics, providing insights that guide the development of retention initiatives.
46. Customer Experience Optimization: Optimizing customer experience ensures satisfaction and loyalty. Suzy’s VoC tools collect feedback at multiple touchpoints, enabling businesses to improve the overall customer journey.
47. Customer Attrition Analysis: Analyzing customer attrition helps businesses understand why customers leave and what can be done to retain them. Suzy’s feedback tools provide insights into why customers stop using your product or service.
48. Customer Service Satisfaction: Measuring customer service satisfaction ensures that support teams are meeting customer needs. Suzy’s tools capture feedback from customers on their interactions with customer support channels.
49. Employee Satisfaction and Retention: Tracking employee satisfaction helps businesses improve workplace culture and retain top talent. Suzy’s platform enables businesses to survey employees regularly and gather feedback on areas for improvement through Suzy Connect.
50. UX Testing: Testing user experience ensures your digital platforms are intuitive and user-friendly. Suzy’s UX testing tools allow you to gather feedback on website and app navigation, ensuring a seamless digital experience.
51. Customer Feedback Loop Implementation: Implementing a customer feedback loop enables businesses to continuously improve based on real consumer input. Suzy’s tools facilitate ongoing feedback collection to inform product development and marketing strategies.
52. Mobile App Usability Testing: Usability testing for mobile apps ensures they are user-friendly and meet customer expectations. Suzy’s platform allows businesses to gather feedback on app design and functionality to optimize the user experience.
Retail and Shopper Insights Use Cases
53. In-Store Experience Research: Evaluating the shopper experience helps businesses understand shopper behavior. Suzy’s platform allows you to gather feedback from e-commerce and brick & mortar shoppers to optimize layouts, promotions, and product placement.
54. Heatmapping: Heatmapping reveals how consumers visually engage with your advertisements or packaging. Suzy’s heatmapping tool analyzes consumer attention and provides insights for optimizing design elements.
55. Retailer Satisfaction: Measuring retailer satisfaction helps improve distribution and in-store execution. Suzy’s tools enable feedback collection from retail partners, helping businesses strengthen these relationships.
56. Retail Strategy Optimization: Optimizing retail strategies ensures your products reach the right customers through the right channels. Suzy’s consumer profiling tools help you identify the best retail partners and locations for your product.
57. Path-to-Purchase Analysis: Analyzing the path to purchase helps identify key touchpoints where consumers make buying decisions. Suzy’s survey tools allow you to map the customer journey and adjust your strategies accordingly.
58. Cross-Selling Opportunities: Identifying cross-sell opportunities helps increase customer lifetime value. Suzy’s consumer preference tools allow you to explore which complementary products or services may interest your current customers.
59. Trial-to-Purchase Conversion: Understanding trial-to-purchase conversion helps businesses optimize free trial offerings. Suzy’s platform provides insights into which factors drive trial customers to become paying users.
60. Channel Preferences: Understanding consumer channel preferences helps optimize marketing efforts. Suzy’s audience insights reveal which channels your customers prefer, ensuring your messages reach them through the right platforms.
61. Omnichannel Strategy Validation: Validating your omnichannel strategy ensures consistency across all customer touchpoints. Suzy’s tools track consumer interactions across various platforms, helping you adjust your omnichannel marketing.
Business Strategy and Financial Insights Use Cases
62. Demand Forecasting: Forecasting demand helps optimize production and marketing strategies. Suzy’s rapid surveys provide consumer insights that help predict future demand for products or services.
63. Innovation Strategy Development: Developing an innovation strategy based on consumer insights helps businesses stay competitive. Suzy’s rapid feedback tools allow you to explore new ideas and test them with real consumers.
64. Customer Lifetime Value (CLV) Analysis: CLV analysis helps prioritize marketing efforts toward high-value customers. Suzy’s platform tracks customer behavior over time, providing insights to maximize customer lifetime value.
65. Customer Referral Program Testing: Testing referral programs helps businesses determine which incentives drive the most referrals. Suzy’s platform allows you to gather feedback on different referral models and optimize them for success.
Turn Insights Into Action: Unlock Business Growth With Smarter Market Research
Market research isn’t just a tool—it’s your competitive edge. By leveraging data-driven insights, businesses can fuel growth, optimize strategies, and deliver unforgettable customer experiences. The 65 use cases we’ve explored showcase how market research drives impact across every facet of your organization, from product innovation to targeted campaigns.
In today’s fast-changing world, staying ahead of consumer trends demands more than occasional check-ins. You need ongoing, real-time insights to make smarter, faster decisions. Suzy’s platform makes this easy, offering a seamless way to access actionable data across diverse research methodologies. Ready to transform your decision-making and spark success? Learn how Suzy can power your brand to outpace the competition.
