{"id":181840,"date":"2025-01-31T11:57:34","date_gmt":"2025-01-31T11:57:34","guid":{"rendered":"https:\/\/userpilot.com\/blog\/?p=181840"},"modified":"2026-03-02T13:28:08","modified_gmt":"2026-03-02T13:28:08","slug":"what-is-marketing-research","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/what-is-marketing-research\/","title":{"rendered":"What is Marketing Research? + How It Drives Business Success"},"content":{"rendered":"<p><span data-color=\"transparent\">Marketing research is the process of gathering and analyzing data about your target customers, competitors, and the overall business environment.<\/span><\/p>\n<p><span data-color=\"transparent\">Without proper research, your company is basically operating in the dark. You&#8217;ll struggle to understand customer needs and build products that fail to hit the mark. Also, a lack of market awareness can cause missed opportunities, poor timing, and ineffective strategies that ultimately hinder growth.\u00a0\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">So, how do you turn the table around and <\/span><a href=\"https:\/\/userpilot.com\/product\/product-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>make business decisions with confidence<\/u><\/span><\/a><span data-color=\"transparent\">? We\u2019ll cover:\u00a0<\/span><\/p>\n<ul>\n<li><span data-color=\"transparent\">Different research methods proven to work for SaaS businesses.\u00a0<\/span><\/li>\n<li><span data-color=\"transparent\">A 5-step guide to conduct marketing research effectively.\u00a0<\/span><\/li>\n<li><span data-color=\"transparent\">Real-life examples of successful market research.\u00a0<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_257632\" aria-describedby=\"caption-attachment-257632\" style=\"width: 1824px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257632\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Market-research.png\" alt=\"Market research definition.\" width=\"1824\" height=\"790\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Market-research.png 1824w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Market-research-450x195.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Market-research-1024x444.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Market-research-768x333.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Market-research-1536x665.png 1536w\" sizes=\"(max-width: 1824px) 100vw, 1824px\" \/><figcaption id=\"caption-attachment-257632\" class=\"wp-caption-text\">Market research definition.<\/figcaption><\/figure>\n<h2><strong><span data-color=\"transparent\">Why marketing research matters: A foundation for SaaS business success<\/span><\/strong><\/h2>\n<p><span data-color=\"transparent\">Done well, a proper marketing research plan helps you:\u00a0\u00a0<\/span><\/p>\n<ul>\n<li><strong><span data-color=\"transparent\">Identify market opportunities:<\/span><\/strong><span data-color=\"transparent\"> Instead of relying on assumptions, a systematic approach leads you to discover unmet <\/span><a href=\"https:\/\/userpilot.com\/blog\/customer-wants-and-needs-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>customer needs<\/u><\/span><\/a><span data-color=\"transparent\"> and spot trends in consumer behavior. It also makes it easier to step out of the proverbial red ocean and explore new markets.\u00a0\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Reduce risks:<\/span><\/strong><span data-color=\"transparent\"> A <\/span><a href=\"https:\/\/www.wilburlabs.com\/blueprints\/why-startups-fail\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>2023 study by Wilburlabs<\/u><\/span><\/a><span data-color=\"transparent\"> found that <\/span><strong><span data-color=\"transparent\">the number one reason new businesses fail is because they run out of money.<\/span><\/strong><span data-color=\"transparent\"> While many things go into business expenses, well-grounded research helps you test new ideas and validate assumptions <\/span><em><span data-color=\"transparent\">before <\/span><\/em><span data-color=\"transparent\">spending on development and marketing. This allows you to avoid costly mistakes and allocate resources more effectively.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Improve decision-making:<\/span><\/strong><span data-color=\"transparent\"> An <\/span><em><span data-color=\"transparent\">objective <\/span><\/em><span data-color=\"transparent\">understanding of the market, gained through thorough research, allows you to make better decisions about core aspects of your business like pricing strategies, <\/span><a href=\"https:\/\/userpilot.com\/blog\/feature-prioritization-matrix\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>feature prioritization<\/u><\/span><\/a><span data-color=\"transparent\">, and go-to-market strategies.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Gain a competitive advantage: <\/span><\/strong><a href=\"https:\/\/www.crayon.co\/hubfs\/Algert\/2024%20State%20of%20Competitive%20Intelligence\/Competitive%20Intelligence%20Report%202024_PDF.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>Crayon\u2019s yearly competitive intelligence survey<\/u><\/span><\/a><span data-color=\"transparent\"> shows a steady rise in the number of business leaders who believe their industry is getting more competitive. And it\u2019s not a baseless fear; <\/span><a href=\"https:\/\/app.dealroom.co\/curated-heatmaps\/funding\/revenue\/f\/growth_stages\/not_mature\/rounds\/not_GRANT_SPAC%20PRIVATE%20PLACEMENT\/tags\/not_outside%20tech?endYear=2025&amp;interval=yearly&amp;rows=saas%7Emanufacturing%7Emarketplace%2520%2526%2520ecommerce&amp;sort=-2022&amp;startYear=2017&amp;type=amount&amp;_ga=2.152518460.483255640.1738165679-1285850224.1738165679\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>2024 saw a 33% surge in SaaS VC investments ($119B to $159B)<\/u><\/span><\/a><span data-color=\"transparent\">, a significant growth when you compare VC investments in other business models. All these trends point to one thing: established companies and new players are competing fiercely for customer attention. The only way to thrive is to conduct in-depth market research and find opportunities to differentiate yourself.\u00a0<\/span><\/li>\n<\/ul>\n<h2><strong><span data-color=\"transparent\">What are the types of market research?<\/span><\/strong><\/h2>\n<p><span data-color=\"transparent\">We\u2019ve categorized <a href=\"https:\/\/userpilot.com\/blog\/what-is-saas-marketing\/\">SaaS marketing<\/a> research techniques into <\/span><strong><span data-color=\"transparent\">four types based on the source of information:<\/span><\/strong><\/p>\n<ul>\n<li><span data-color=\"transparent\">Primary research.\u00a0<\/span><\/li>\n<li><span data-color=\"transparent\">Secondary research.\u00a0<\/span><\/li>\n<li><span data-color=\"transparent\">Qualitative research.\u00a0<\/span><\/li>\n<li><span data-color=\"transparent\">Quantitative research.<\/span><\/li>\n<\/ul>\n<p><span data-color=\"transparent\">Let&#8217;s dive deep into each type and the kind of data they help you collect.\u00a0<\/span><\/p>\n<h3><strong><span data-color=\"transparent\">Primary research<\/span><\/strong><\/h3>\n<p><span data-color=\"transparent\">This type of research involves gathering <\/span><strong><span data-color=\"transparent\">original data directly from your target market<\/span><\/strong><span data-color=\"transparent\">. You can conduct it yourself or outsource it to a market research firm, but the key here is that the data is collected firsthand, specifically for your research objectives.\u00a0\u00a0<\/span><\/p>\n<h3><strong><span data-color=\"transparent\">Methods for conducting primary market research<\/span><\/strong><\/h3>\n<ul>\n<li><strong><span data-color=\"transparent\">Surveys:<\/span><\/strong> <a href=\"https:\/\/userpilot.com\/blog\/customer-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>Segment your ideal audience<\/u><\/span><\/a><span data-color=\"transparent\"> and send them a targeted questionnaire in-app or via email. Irrespective of the channel, aim to quickly explain the survey\u2019s purpose and provide an estimate of how long it might take. Here\u2019s an example from Slack: <\/span><\/li>\n<\/ul>\n<figure id=\"attachment_257649\" aria-describedby=\"caption-attachment-257649\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257649\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack-email-survey-link.png\" alt=\"Slack\u2019s email survey link.\" width=\"680\" height=\"678\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack-email-survey-link.png 680w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack-email-survey-link-450x450.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack-email-survey-link-150x150.png 150w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-257649\" class=\"wp-caption-text\">Slack\u2019s email survey link.<\/figcaption><\/figure>\n<ul>\n<li><strong><span data-color=\"transparent\">Interviews:<\/span><\/strong><span data-color=\"transparent\"> While <\/span><a href=\"https:\/\/userpilot.com\/blog\/in-app-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>surveys<\/u><\/span><\/a><span data-color=\"transparent\"> are great for collecting quick data, one-on-one interviews offer an opportunity to gather richer, more in-depth qualitative insights. These conversations can take various forms, from structured interviews with pre-defined questions to open-ended user interviews that give respondents enough room to express themselves.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Online focus groups:<\/span><\/strong><span data-color=\"transparent\"> Choose a dedicated online platform and invite a sample of your target market to discuss specific topics. It\u2019s always good to have a skilled focus group moderator who directs the conversation and sees to it that participants don\u2019t go off-topic.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Product trials<\/span><\/strong><span data-color=\"transparent\"><strong>:<\/strong> Got an existing product? That\u2019s a market research goldmine! Allow people to try it for a limited period without even telling them you\u2019re conducting research. T<\/span><span data-color=\"transparent\">rigger automatic exit surveys and gather why some users aren\u2019t willing to upgrade after the trial period. You can also survey users who successfully upgraded to learn what they love about your tool.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Experiments:<\/span><\/strong><span data-color=\"transparent\"> Test cause-and-effect relationships by manipulating variables through <\/span><a href=\"https:\/\/userpilot.com\/blog\/multivariate-testing-vs-ab-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>A\/B and multivariate testing<\/u><\/span><\/a><span data-color=\"transparent\">. Compare variables like UX design, microcopy, user flows, and other in-app elements and view the test results in real time. Here\u2019s an example:\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_257666\" aria-describedby=\"caption-attachment-257666\" style=\"width: 1875px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257666\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/a_b-testing_saas-product-management.png.png\" alt=\"\u00a0Conduct product experiments with Userpilot.\u00a0\" width=\"1875\" height=\"1511\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/a_b-testing_saas-product-management.png.png 1875w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/a_b-testing_saas-product-management.png-450x363.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/a_b-testing_saas-product-management.png-1024x825.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/a_b-testing_saas-product-management.png-768x619.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/a_b-testing_saas-product-management.png-1536x1238.png 1536w\" sizes=\"(max-width: 1875px) 100vw, 1875px\" \/><figcaption id=\"caption-attachment-257666\" class=\"wp-caption-text\">Conduct product experiments.<\/figcaption><\/figure>\n<h3><strong><span data-color=\"transparent\">Secondary research<\/span><\/strong><\/h3>\n<p><span data-color=\"transparent\">Secondary market research <\/span><strong><span data-color=\"transparent\">uses existing data that has already been collected by others<\/span><\/strong><span data-color=\"transparent\">. It\u2019s a great way to understand the broader context of a topic before diving into specifics through primary market research.\u00a0<\/span><\/p>\n<h3><strong><span data-color=\"transparent\">Methods for conducting secondary market research<\/span><\/strong><\/h3>\n<ul>\n<li><strong><span data-color=\"transparent\">Government publications:<\/span><\/strong><span data-color=\"transparent\"> Government agencies generally have a mandate to collect accurate data for policy-making and public interest purposes, so you can be sure to get something that has passed rigorous quality checks. The best part? They\u2019re easily accessible. With a few Google searches, you can find information related to demographics, technology adoption trends, industry regulations, and economic forecasts.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Industry reports:<\/span><\/strong><span data-color=\"transparent\"> Go over publications that provide detailed research into topics you\u2019re interested in. This is usually the simplest way to access competitor data, market analysis, and trend reports for free. For example, our <\/span><a href=\"https:\/\/drive.google.com\/file\/d\/1h7QTm_XsgUXRVZgqf7yTNjRyy5B_hcsh\/view\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>benchmark report<\/u><\/span><\/a><span data-color=\"transparent\"> shows that 79% of the 547 SaaS companies we analyzed are using the PLG strategy instead of the sales-led approach. This might get you wondering why companies favor PLG. Then, after seeing OpenView\u2019s report that <\/span><a href=\"https:\/\/openviewpartners.com\/blog\/product-benchmarks-2022\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>PLG companies are 2X more likely to experience 100% YoY revenue growth<\/u><\/span><\/a><span data-color=\"transparent\">, it might get you thinking about adopting the same approach for your tool. Your next research step will be to see if PLG works for every company type. See how data is helping you shape business decisions? That\u2019s the power of research.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Academic research:<\/span><\/strong><span data-color=\"transparent\"> If you\u2019re looking to connect marketing research findings with existing theories and frameworks, then academic research is often your best bet. Search university libraries, online research databases, and platforms like ResearchGate for recent materials on your topic of interest.<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Trade association:<\/span><\/strong><span data-color=\"transparent\"> Trade associations are composed of businesses within a particular industry, so they typically possess a deep understanding of specific market dynamics. This expertise allows them to gather and analyze data that is highly relevant and targeted to the needs of businesses within that industry. For SaaS, you can check out SaaS Capital, the Technology &amp; Services Industry Association (TSIA), and the Software &amp; Information Industry Association (SIIA).<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Company websites:<\/span><\/strong><span data-color=\"transparent\"> Even a few minutes on competitor websites can reveal key information like product details, customer testimonials, and <\/span><a href=\"https:\/\/userpilot.com\/blog\/saas-product-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>marketing strategies<\/u><\/span><\/a><span data-color=\"transparent\">. These insights will be useful when it\u2019s time to create a strong(er) positioning for your company.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Market research databases:<\/span><\/strong><span data-color=\"transparent\"> Use subscription-based databases and market research companies like Gartner and Forrester to gather comprehensive data on growth trends. Software review platforms like G2 also offer a wealth of data for user research and <\/span><a href=\"https:\/\/userpilot.com\/blog\/how-to-do-a-competitive-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>competitive analysis<\/u><\/span><\/a><span data-color=\"transparent\">. For example, here\u2019s a G2 page with customer reviews:\u00a0<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-257683\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-G2-page.png\" alt=\"Userpilot G2\" width=\"2281\" height=\"1107\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-G2-page.png 2281w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-G2-page-450x218.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-G2-page-1024x497.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-G2-page-768x373.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-G2-page-1536x745.png 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-G2-page-2048x994.png 2048w\" sizes=\"(max-width: 2281px) 100vw, 2281px\" \/><\/p>\n<h3><strong><span data-color=\"transparent\">Qualitative research<\/span><\/strong><\/h3>\n<p><span data-color=\"transparent\">Qualitative market research focuses on <\/span><strong><span data-color=\"transparent\">exploring opinions, attitudes, and motivations to understand the \u201cwhy\u201d behind consumer behavior.\u00a0<\/span><\/strong><\/p>\n<h3><strong><span data-color=\"transparent\">Methods for conducting qualitative market research<\/span><\/strong><\/h3>\n<ul>\n<li><strong><span data-color=\"transparent\">Customer interviews:<\/span><\/strong><span data-color=\"transparent\"> Host one-on-one unstructured interviews with customers to understand individual perspectives and note <\/span><a href=\"https:\/\/userpilot.com\/blog\/product-improvement-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>product improvement<\/u><\/span><\/a><span data-color=\"transparent\"> points. You can invite users by triggering targeted modals like these:\u00a0<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_257700\" aria-describedby=\"caption-attachment-257700\" style=\"width: 2238px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257700\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Churn-interview-modal-Userpilot.png\" alt=\"Churn interview modal built with Userpilot.\" width=\"2238\" height=\"1308\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Churn-interview-modal-Userpilot.png 2238w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Churn-interview-modal-Userpilot-450x263.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Churn-interview-modal-Userpilot-1024x598.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Churn-interview-modal-Userpilot-768x449.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Churn-interview-modal-Userpilot-1536x898.png 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Churn-interview-modal-Userpilot-2048x1197.png 2048w\" sizes=\"(max-width: 2238px) 100vw, 2238px\" \/><figcaption id=\"caption-attachment-257700\" class=\"wp-caption-text\">Churn interview modal.<\/figcaption><\/figure>\n<ul>\n<li><strong><span data-color=\"transparent\">Focus groups:<\/span><\/strong><span data-color=\"transparent\"> Beyond individual interviews, invite several users to focus group discussions that let you gather diverse viewpoints and generate business ideas in a shorter time.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Ethnographic research:<\/span><\/strong><span data-color=\"transparent\"> Use screen-sharing tools and video interviews to observe how users interact with your product in their natural environments. The main advantage here is uncovering <\/span><a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>pain points<\/u><\/span><\/a><span data-color=\"transparent\"> that users themselves may not be consciously aware of or able to articulate.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Case studies:<\/span><\/strong><span data-color=\"transparent\"> Choose a specific business situation and conduct an in-depth analysis of it. For example, this could be a specific customer, a successful marketing campaign, a <\/span><a href=\"https:\/\/userpilot.com\/blog\/new-product-launch\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>product launch<\/u><\/span><\/a><span data-color=\"transparent\">, or a particular market segment. Gather as much data as you can about that case and aim to identify themes and key factors that contribute to the observed outcomes.<\/span><\/li>\n<\/ul>\n<h3>uantitative research<\/h3>\n<p><span data-color=\"transparent\">This marketing research approach aims to <\/span><strong><span data-color=\"transparent\">use numbers to spot patterns and trends<\/span><\/strong><span data-color=\"transparent\">. It\u2019s the kind of research you use when you need to measure something specific (like customer satisfaction) or identify statistical relationships between variables (e.g., how specific features correlate with <\/span><a href=\"https:\/\/userpilot.com\/blog\/customer-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>customer retention<\/u><\/span><\/a><span data-color=\"transparent\">).\u00a0<\/span><\/p>\n<h3><strong><span data-color=\"transparent\">Methods for conducting quantitative market research<\/span><\/strong><\/h3>\n<ul>\n<li><strong><span data-color=\"transparent\">Surveys:<\/span><\/strong><span data-color=\"transparent\"> Use structured questionnaires with rating scales, multiple choice questions, or ranking questions to gather numerical data on user needs and experiences. For example, <\/span><a href=\"https:\/\/userpilot.com\/blog\/nps-saas-complete-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>build an NPS survey<\/u><\/span><\/a><span data-color=\"transparent\"> that asks customers to rate their likelihood of recommending you to others:\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_257717\" aria-describedby=\"caption-attachment-257717\" style=\"width: 1920px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257717\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-NPS.png\" alt=\"Build in-app surveys code-free with Userpilot.\u00a0\" width=\"1920\" height=\"912\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-NPS.png 1920w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-NPS-450x214.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-NPS-1024x486.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-NPS-768x365.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-NPS-1536x730.png 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-257717\" class=\"wp-caption-text\">Setting up an in-app surveys.<\/figcaption><\/figure>\n<ul>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/mobile-surveys\/\">Mobile surveys<\/a>:<\/strong> <span class=\"ng-star-inserted\">You can also trigger these <a href=\"https:\/\/userpilot.com\/blog\/mobile-surveys\/\" target=\"_blank\" rel=\"noopener\">NPS surveys directly within your mobile app<\/a>, effortlessly gathering valuable user insights on-the-go.<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Experiments:<\/span><\/strong><span data-color=\"transparent\"> Conduct A\/B or multivariate tests to validate hypotheses and measure the impact of variables.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Statistical analysis:<\/span><\/strong><span data-color=\"transparent\"> Use statistical methods like regression analysis to extract meaningful insights and identify correlations between data points.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Data visualization:<\/span><\/strong><span data-color=\"transparent\"> Lastly, present your findings in charts or graphs to reveal key insights.<\/span><\/li>\n<\/ul>\n<h2><strong><span data-color=\"transparent\">The 5-step guide to the marketing research process<\/span><\/strong><\/h2>\n<p><span data-color=\"transparent\">Here\u2019s a step-by-step guide to help you make informed business decisions:\u00a0<\/span><\/p>\n<h3><strong><span data-color=\"transparent\">1. Defining the problem and research objectives<\/span><\/strong><\/h3>\n<p><span data-color=\"transparent\">\u201cYour market research process is going to do a deeper dive into the areas of the problem that you\u2019re trying to solve for, but at least at a high level, you should have a very good understanding of the problem statement\u201d \u2014<\/span><a href=\"https:\/\/www.linkedin.com\/in\/ankitdesai79\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>Ankit Desai<\/u><\/span><\/a><span data-color=\"transparent\">, Staff Product Manager, LinkedIn.\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">Say you&#8217;re a mid-stage SaaS company that offers a web analytics tool. While you have a decent market share, you&#8217;re noticing a plateau in user growth and hypothesize it could be due to missing key features.\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">Use the <\/span><a href=\"https:\/\/userpilot.com\/blog\/goal-setting-frameworks-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>SMART goal-setting framework<\/u><\/span><\/a><span data-color=\"transparent\"> to set your marketing research objectives:\u00a0<\/span><\/p>\n<ul>\n<li><strong><span data-color=\"transparent\">Specific: <\/span><\/strong><span data-color=\"transparent\">Identify the top 3 most desired advanced analytics features currently missing from your tool.<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Measurable: <\/span><\/strong><span data-color=\"transparent\">Quantify the percentage of your target market that expresses a need for each advanced feature.<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Achievable: <\/span><\/strong><span data-color=\"transparent\">Use a combination of marketing research methods that are feasible within your budget and timeframe.\u00a0<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Relevant: <\/span><\/strong><span data-color=\"transparent\">Focus on gathering data that will inform <\/span><a href=\"https:\/\/userpilot.com\/blog\/product-development-process\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>product development<\/u><\/span><\/a><span data-color=\"transparent\">, marketing, and pricing decisions.<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Timebound: <\/span><\/strong><span data-color=\"transparent\">Set a clear timeframe for completing the marketing research process, for example, within 3 months.<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_257734\" aria-describedby=\"caption-attachment-257734\" style=\"width: 2000px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257734\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Goal-Setting-Frameworks_app-feedback.png\" alt=\"The SMART framework.\" width=\"2000\" height=\"1493\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Goal-Setting-Frameworks_app-feedback.png 2000w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Goal-Setting-Frameworks_app-feedback-450x336.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Goal-Setting-Frameworks_app-feedback-1024x764.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Goal-Setting-Frameworks_app-feedback-768x573.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Goal-Setting-Frameworks_app-feedback-1536x1147.png 1536w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><figcaption id=\"caption-attachment-257734\" class=\"wp-caption-text\">The SMART framework.<\/figcaption><\/figure>\n<h3><strong><span data-color=\"transparent\">2. Developing the research plan<\/span><\/strong><\/h3>\n<p><span data-color=\"transparent\">With your goals in place, the next step is to develop a concise marketing research plan outlining the specific methods you&#8217;d use to collect data.\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">In our hypothetical example, it might be beneficial to combine primary and secondary research methods to gain a rounded understanding of your users and the market.\u00a0<\/span><\/p>\n<h3><strong><span data-color=\"transparent\">3. Collecting data<\/span><\/strong><\/h3>\n<p><span data-color=\"transparent\">The third stage is where you gather the necessary information using your chosen marketing research methods.\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">For secondary data, dig into government publications and industry reports to spot trends.\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">When gathering primary data, send out online surveys and hold focus group discussions around how users interact with your product and competitor tools. As previously mentioned, Userpilot lets you send automatic surveys and track the results code-free. Here\u2019s an example of an exit survey you could use to <\/span><a href=\"https:\/\/userpilot.com\/blog\/data-tracking-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>track user data<\/u><\/span><\/a><span data-color=\"transparent\">:\u00a0<\/span><\/p>\n<figure id=\"attachment_257751\" aria-describedby=\"caption-attachment-257751\" style=\"width: 834px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257751\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/free-trial-survey-upgrade.png\" alt=\"Build your exit survey with Userpilot.\" width=\"834\" height=\"677\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/free-trial-survey-upgrade.png 834w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/free-trial-survey-upgrade-450x365.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/free-trial-survey-upgrade-768x623.png 768w\" sizes=\"(max-width: 834px) 100vw, 834px\" \/><figcaption id=\"caption-attachment-257751\" class=\"wp-caption-text\">An example of an exit survey.<\/figcaption><\/figure>\n<h3><strong><span data-color=\"transparent\">4. Analyzing data<\/span><\/strong><\/h3>\n<p><span data-color=\"transparent\">Collecting marketing research data is just half the battle; the next step is analyzing this data to extract actionable insights. The analysis methods you employ will depend on your objectives and the type of research data you&#8217;re handling.<\/span><\/p>\n<p><span data-color=\"transparent\">In our hypothetical example, you might use statistical analysis to identify correlations in user preferences for features, integrations, and pricing. You can also use <\/span><a href=\"https:\/\/userpilot.com\/blog\/qualitative-data-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>qualitative analysis<\/u><\/span><\/a><span data-color=\"transparent\"> to interpret open-ended survey responses and insights from focus group discussions.<\/span><\/p>\n<p><span data-color=\"transparent\">After employing these analysis techniques, you&#8217;ll likely be faced with a significant amount of data from various sources. Manually combining this data can be time-consuming and error-prone.<\/span><\/p>\n<p><span data-color=\"transparent\">To streamline your analysis process, consider using an analytics dashboard that can <\/span><strong><span data-color=\"transparent\">centralize your data<\/span><\/strong><span data-color=\"transparent\">, visualize key metrics, and help you identify insights more efficiently.<\/span><\/p>\n<figure id=\"attachment_257768\" aria-describedby=\"caption-attachment-257768\" style=\"width: 1000px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257768\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-analytics-dashboard.gif\" alt=\"Create custom analytics dashboards with Userpilot.\" width=\"1000\" height=\"469\" \/><figcaption id=\"caption-attachment-257768\" class=\"wp-caption-text\">Create custom analytics dashboards.<strong style=\"font-size: 16px;\"><span data-color=\"transparent\">5. Interpreting and reporting findings<\/span><\/strong><\/figcaption><\/figure>\n<p><span data-color=\"transparent\">The final step in the market research process is to interpret the results of your analysis and draw conclusions.\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">Start by revisiting your research objectives and hypotheses. Does your data support or refute your initial assumptions? For example, you might find that your web analytics tool isn&#8217;t actually missing key features, but there&#8217;s a <\/span><a href=\"https:\/\/userpilot.com\/blog\/improve-feature-discovery-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>feature discovery<\/u><\/span><\/a><span data-color=\"transparent\"> problem as many users aren&#8217;t aware of the new features you rolled out last quarter. Alternatively, your analysis might reveal that users are highly satisfied with the existing features but struggle with specific aspects of the user interface.<\/span><\/p>\n<p><span data-color=\"transparent\">Once you&#8217;ve drawn conclusions, it&#8217;s time to present your findings in a clear and concise report. This report should include an executive summary, a description of your research methodology, key findings, and actionable recommendations.\u00a0<\/span><\/p>\n<h2><strong><span data-color=\"transparent\">3 Real-life examples of successful market research<\/span><\/strong><\/h2>\n<p><span data-color=\"transparent\">We&#8217;ve explored the market research process for an example SaaS company, but how have real-world businesses applied these principles to achieve remarkable success?\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">Here are three case studies:<\/span><\/p>\n<h3><strong><span data-color=\"transparent\">1. Slack identified the need for real-time communication<\/span><\/strong><\/h3>\n<p><strong><span data-color=\"transparent\">Did you know Slack originated from a failed multiplayer game called &#8220;<\/span><\/strong><a href=\"https:\/\/www.bcbusiness.ca\/industries\/general\/glitch-game-too-big-and-too-late\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong><span data-color=\"transparent\"><u>Glitch<\/u><\/span><\/strong><\/a><strong><span data-color=\"transparent\">?&#8221;\u00a0<\/span><\/strong><\/p>\n<p><span data-color=\"transparent\">While the game didn&#8217;t succeed, the development team realized the internal communication tool they built for themselves had potential.\u00a0\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">Through market research and focus group testing, they discovered a widespread need for a real-time communication platform that could replace inefficient email threads and fragmented communication channels. This led them to pivot and launch Slack, which quickly gained traction with its beta program and grew to millions of users. 12 years later, Slack is sitting on a <\/span><a href=\"https:\/\/companiesmarketcap.com\/slack\/marketcap\/#:~:text=Last%20known%20market%20cap:%20$26.51,cap%20according%20to%20our%20data.\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>$26+ Billion valuation<\/u><\/span><\/a><span data-color=\"transparent\"> and generated over<\/span><a href=\"https:\/\/blog.getlatka.com\/slack-revenue\/#:~:text=Slack%20Revenue%20in%202024%20(%244B),-Year&amp;text=In%202024%2C%20Slack%20reached%20a,Google%20Workspace%20and%20Microsoft%20365.\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"> <u>$4B in revenue in 2024 alone<\/u><\/span><\/a><span data-color=\"transparent\">, all because the team paid attention to market needs.<\/span><\/p>\n<figure id=\"attachment_257785\" aria-describedby=\"caption-attachment-257785\" style=\"width: 1920px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257785\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack.png\" alt=\"Seamless team communication in Slack.\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack.png 1920w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack-450x253.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack-1024x576.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack-768x432.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Slack-1536x864.png 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-257785\" class=\"wp-caption-text\">Seamless team communication in Slack.<\/figcaption><\/figure>\n<h3><strong><span data-color=\"transparent\">2. Zoom capitalized on the rise of remote work<\/span><\/strong><\/h3>\n<p><span data-color=\"transparent\">Zoom wasn\u2019t the first video conferencing tool, but it managed to leverage the remote work surge of 2020 to <\/span><a href=\"https:\/\/www.statista.com\/chart\/21906\/zoom-revenue\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>grow its revenue by over 300% within the same year<\/u><\/span><\/a><span data-color=\"transparent\">.<\/span><\/p>\n<p><span data-color=\"transparent\">How did they do it? Through extensive market research, Zoom&#8217;s founder, Eric Yuan, identified key shortcomings of existing solutions and focused on delivering a <\/span><a href=\"https:\/\/userpilot.com\/blog\/user-experience-optimization\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>superior user experience<\/u><\/span><\/a><span data-color=\"transparent\">.<\/span><\/p>\n<p><span data-color=\"transparent\">Their research revealed the need for:<\/span><\/p>\n<ul>\n<li><strong><span data-color=\"transparent\">Ease of use:<\/span><\/strong><span data-color=\"transparent\"> A simple and intuitive interface accessible to everyone.<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Reliability:<\/span><\/strong><span data-color=\"transparent\"> Stable and high-quality video and audio, regardless of meeting size or bandwidth.<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Mobile-first experience:<\/span><\/strong><span data-color=\"transparent\"> Seamless support for various devices and a user-friendly mobile experience.<\/span><\/li>\n<li><strong><span data-color=\"transparent\">Affordability:<\/span><\/strong><span data-color=\"transparent\"> Potential customers desired a solution that was accessible to individuals and small businesses, not just large enterprises with big budgets.<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_257802\" aria-describedby=\"caption-attachment-257802\" style=\"width: 820px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257802\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Zoom.png\" alt=\"High quality video calls on Zoom.\u00a0\" width=\"820\" height=\"615\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Zoom.png 820w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Zoom-450x338.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Zoom-768x576.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><figcaption id=\"caption-attachment-257802\" class=\"wp-caption-text\">High-quality video calls on Zoom.<\/figcaption><\/figure>\n<h3><strong><span data-color=\"transparent\">3. Userpilot focuses on product-led growth for its competitive edge<\/span><\/strong><\/h3>\n<p><span data-color=\"transparent\">\u201cAt Userpilot, we were determined to be user-centric from day 0. Long before we even wrote a single line of code, we were conducting user interviews and experimenting.\u201d \u2014Yazan Sehwail, Userpilot co-founder and CEO during an <\/span><a href=\"https:\/\/ceoworld.biz\/2020\/01\/25\/ceo-spotlight-yazan-sehwail-of-userpilot-on-what-its-like-to-lead-a-saas-startup\/#:~:text=CEO%20Spotlight:%20Yazan%20Sehwail%20of%20Userpilot%20on,How%20did%20you%20get%20into%20software%20development?\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>interview with CEO World Magazine<\/u><\/span><\/a><span data-color=\"transparent\">.\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">The Userpilot team saw that more and more <\/span><a href=\"https:\/\/userpilot.com\/blog\/product-team-structure\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>product teams<\/u><\/span><\/a><span data-color=\"transparent\"> needed powerful tools, but didn&#8217;t always have the coding skills to build them. So we went all-in on creating a no-code platform to empower <\/span><em><span data-color=\"transparent\">anyone<\/span><\/em><span data-color=\"transparent\"> on a product team to understand customers and create amazing in-app experiences.<\/span><\/p>\n<p><span data-color=\"transparent\">For example, you can use our path analysis tool to identify your product\u2019s <\/span><a href=\"https:\/\/userpilot.com\/blog\/happy-path\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>happy path<\/u><\/span><\/a><span data-color=\"transparent\"> and trigger <\/span><a href=\"https:\/\/userpilot.com\/blog\/in-app-guidance-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>in-app guidance<\/u><\/span><\/a><span data-color=\"transparent\"> to put the rest of your users on that frictionless path, all without writing code.\u00a0<\/span><\/p>\n<figure id=\"attachment_257819\" aria-describedby=\"caption-attachment-257819\" style=\"width: 1468px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-257819\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/paths-filters-Userpilot.gif\" alt=\"Conduct path analysis like this with Userpilot.\" width=\"1468\" height=\"832\" \/><figcaption id=\"caption-attachment-257819\" class=\"wp-caption-text\">Path analysis.<\/figcaption><\/figure>\n<p><span data-color=\"transparent\">Another part of our PLG approach is sharing testimonials and <\/span><a href=\"https:\/\/userpilot.com\/blog\/category\/case-studies\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>case studies<\/u><\/span><\/a><span data-color=\"transparent\"> of how our platform has helped companies achieve their product goals:<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-257836\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-blog.png\" alt=\"Give Userpilot a try!\" width=\"2543\" height=\"1197\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-blog.png 2543w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-blog-450x212.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-blog-1024x482.png 1024w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-blog-768x362.png 768w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-blog-1536x723.png 1536w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/01\/Userpilot-blog-2048x964.png 2048w\" sizes=\"(max-width: 2543px) 100vw, 2543px\" \/><\/p>\n<h2><strong><span data-color=\"transparent\">Beyond the guesswork: Using research to shape your business strategy<\/span><\/strong><\/h2>\n<p><span data-color=\"transparent\">As we&#8217;ve seen, market research is crucial for SaaS success. It helps you identify unmet needs, validate assumptions, and make informed decisions about key aspects of your business.\u00a0<\/span><\/p>\n<p><span data-color=\"transparent\">Ready to level up? From in-app surveys and <a href=\"https:\/\/userpilot.com\/blog\/user-behavior-tracking\/\">user behavior tracking<\/a> to path analysis and feature tagging, Userpilot provides the tools you need to conduct marketing research effectively. <\/span><a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-color=\"transparent\"><u>Book a free demo to begin<\/u><\/span><\/a><span data-color=\"transparent\">.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing research is the process of gathering and analyzing data about your target customers, competitors, and the overall business environment. Without proper research, your company is basically operating in the dark. You&#8217;ll struggle to understand customer needs and build products that fail to hit the mark. Also, a lack of market awareness can cause missed [&hellip;]<\/p>\n","protected":false},"author":67,"featured_media":257854,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[293],"tags":[5101,5465,1834,6909,143,6110,748],"class_list":["post-181840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-marketing","tag-b2b-marketing","tag-customer-needs","tag-market-research","tag-marketing-research","tag-product-marketing","tag-research","tag-saas-success"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is Marketing Research? + How It Drives Business Success - Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog<\/title>\n<meta name=\"description\" content=\"Discover the essentials of market research, including its definition, types, and methodologies. Learn how effective research can drive business success by understanding consumer behavior and market trends.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/what-is-marketing-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Marketing Research? + How It Drives Business Success - Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\" \/>\n<meta property=\"og:description\" content=\"Discover the essentials of market research, including its definition, types, and methodologies. 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