{"id":3498,"date":"2010-10-14T08:10:47","date_gmt":"2010-10-14T08:10:47","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=3498"},"modified":"2023-01-26T05:18:25","modified_gmt":"2023-01-26T05:18:25","slug":"marketing-research-goals-and-objectives","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/marketing-research-goals-and-objectives\/","title":{"rendered":"How to Set Marketing Research Goals and Objectives"},"content":{"rendered":"

Marketing Research Goals<\/h2>\n

\"How<\/a>In a previous post, I laid out how to write a market research plan<\/a>. \u00a0The first step was setting marketing research goals and objectives. You might think that this is a same-old, same old process for marketing research. But it isn’t. I’m going to approach this in a different way that will get you better results.<\/p>\n

Begin with the END<\/strong><\/p>\n

Instead of setting your goals and objectives from where you are NOW, imagine yourself ALREADY having achieved your goal – then work backwards and document HOW YOU GOT THERE.<\/p>\n

The reason for this is very simple. \u00a0If you set your goal based on where you are now – there is a good chance that you will get caught up in fixing a problem that is actually irrelevant in getting your business to where you want it to be.<\/p>\n

Set your goals and objectives based on your vision for where you want your company to BE and not where it is NOW.<\/p>\n

An Example:<\/strong><\/p>\n

If the vision and mission of your business is to help your customers be successful in their business — then imagine your customers being successful and then imagine in what ways you are helping them do that. \u00a0This may include things you are currently doing — or NOT. \u00a0And this is the key to creating marketing research<\/a> goals and objectives that will help you measure the potential market opportunity, the target audience for your products and how they buy.<\/p>\n

(I know that this sounds a little way out. \u00a0But if you’re wondering how some of the successful businesses you see out there got that way — this is IT)<\/p>\n

Take Clate Mask and Scott Martineau from InfusionSoft <\/a>as an example. \u00a0InfusionSoft is an email marketing intelligence<\/a> software that automates your sales and marketing process. \u00a0It’s a high-end software and it isn’t cheap. \u00a0Clate and Scott found out that their customers really didn’t know how to put marketing messages together — and hence, the software didn’t appear to be “working.”<\/p>\n

They quickly realized that if their customers knew what to put INTO the software – the customers would make more than enough money to pay the fee for the software and also refer the software to their friends and colleagues. As a result, they set a goal to have their entire client base double their sales within a 12 month period.<\/p>\n

Having set this goal and objective — they were not only fired up and inspired about what was possible for their business. \u00a0But their customers bought into the very same goal. Suddenly finding out what their customers needed or wanted that would help them grow and prosper was easy.<\/p>\n

And what do you think happened to their response rates? \u00a0Of course, every time they asked their customers what they wanted — these customers were eager to tell them.<\/p>\n

So How is this Relevant to YOU?<\/strong><\/p>\n

If you’ve not been successful collecting feedback from your community or if the research you’ve done hasn’t delivered on results — you might want to look at the goals and objectives that you’ve set.<\/p>\n

Are these goals and objectives more focused on solving a problem you have today? \u00a0If so, that problem might be relevant to YOU but not your customer.<\/p>\n

Use Social Media Chatter to Help You Find a Meaningful Goal<\/strong><\/p>\n

Enough of the heady stuff. \u00a0Let’s get to the meat of how you can set these kinds of goals and objectives.<\/p>\n

If you don’t already, set up several social media communication channels that include the following:<\/p>\n