The Impact of Research: A Marketer’s Best Resource

In order for marketers and organizations to make informed decisions, it is critical that they conduct research. Marketing research provides extensive insight on consumers; it explains the how and why of consumer behavior. Prioritizing research also allows marketers to make future predictions and enhance the execution of marketing strategies. The information that comes as a result of marketing research is essential because it allows organizations to understand the market and their target audience. Research provides increased market awareness that allows marketers and organizations to stay competitive in the market.

Marketing Research in the Beauty Industry

Like many industries, the beauty industry thrives through the utilization of marketing research. Beauty brands have the opportunity to identify customers’ preferences, needs, and wants through research. Brands have the ability to study trends and predict shifts from competitors and consumers. With the extensive catalog of beauty companies in the industry, companies must rely on marketing research to help their efforts of remaining unique and maintaining a distinct presence amongst competitors. How and why brand appeal and loyalty are present for certain consumers of a particular brand over others can be analyzed through primary and secondary data sources of consumer research. Marketers in the beauty industry should prioritize marketing research for the following key reasons:

·      To enhance product development and brand innovation

·      To generate growth to new customers

·      To promote brand awareness and consumer loyalty

·      To identify methods to enhance consumer experience

·      To strategize influencer and social media presence

Marketing research is essential to ensure the growth and longevity of brands in their market. Through qualitative and quantitative data, marketers are able to identify valuable information to improve organizations and the overall consumer experience. The insight and detailed information that research provides is truly beneficial to marketers for initiatives such as marketing campaigns and product launches. Research is crucial for brands to gauge their position in the market and improve consumer experiences. Through intentional and strategic research, marketers and organizations can maximize the benefits of research findings.