Do not underestimate Market Research

Often we see a product that is thrown into the market does not respond well by the community. There are also products that have led the market, but because it was too late to anticipate the changes, the company eroded by new competitors. This is because many of our entrepreneurs are generally still rarely do market research.

Core concept of marketing is actually the identification of consumer needs, which in turn created and developed a product / service and then are matched with customer needs appropriately. This process must take place continuously, because the consumer market and it continues to beruabah and growing. This is what underlies the importance of the Research and Development.

How does the R & D understand consumers' needs appropriately? Obviously necessary scientific analysis tools, which can be accounted for both phases, methodology, data acquisition, and the results are scientifically as well. One area of applied science that combines marketing knowledge with the methodology of this research is market research.

Marketing Research is not a monopoly of market participants alone, currently the market research also needs to spread to non-profit organization also even political parties. As in the elections, several candidates for local leaders and political parties grabbed victory through market information. So that personal branding is built, the theme is removed, and the approach undertaken appropriate campaign.

In the business world itself we can take the example of successful motor matic. Why matic motor so booming in Indonesia? Because research shows that many of the women who toil and lazy ride motorcycles with a troublesome tooth gears. Even after product launch, it turns out the man-too much like him.

Try to compare it with our entrepreneurs. Moreover, who still lay with the world of research-research or marketing world. Once they find the 'bright idea', without doing their market research directly realize their ideas. Problems appropriate or not in accordance with the needs of the consumer's case nantilah.

What's worse, it did not use research, directly produced on a large scale without testing it first. The reason is very classic, so cepet profit. Consequently no profit in the can but instead received stump. If this is so important, why many employers are reluctant to do market research? The answer is simple, lazy and complicated to be done.

Because make no mistake, not just new products that you need to research. Determining the right price, choose where your product will be on display, advertising media that is relevant, until the color of packaging products also need to be researched. So, do not be surprised if the process of launching a new product can take a very long time. Here are 3 methods of marketing research are wont to do:

1. Questionnaire.

Marketing research questionnaire method can be done with paper surveys (interviews) or online. In general, the questionnaire is more likely to be answered if there is incentive (ie reward). Suppose that when McDonald's wanted to launch the 'ice cream cone', after the interview, the respondents are given rewards for 20ribu and given gifts.

2. Survey.

Shorter than the questionnaire survey. Surveys online will get a tremendous response if your method of marketing research in an interesting suguhkan. Through your website, you can enter a few questions (which is simple and easy to answer) to obtain comments and suggestions from web site visitors, especially shoppers. However, keep in mind! marketing research method using a telephone survey could be a terror for those who were eating quietly or nap.

3. FGD (Focus Group Discussion)

Focus group is a method of marketing research by using a small group of consumers is collected under the direction of a moderator, while the researchers recorded and record their observations on the response, reaction, and customer comments. Participants are usually paid for their time.

In the past I've FGD about Pantene products, ten respondents with one moderator and three researchers quite effective for this market research methods. But be careful if using this method of marketing research, the answers obtained from respondents are often biased and less representative.

So, before you create and launch the product, use market research methods to prevent failures. Once you have obtained the conclusion of the research, test and measurement used in small scale. The goal is that you know that the product is really ready to be thrown into the market. And no less important to monitor the market's progress is not too late for you to anticipate changes.