The essential guide to marketing research

Every marketer has faced that moment of uncertainty before launching a campaign. Will it resonate with your audience? Are you investing resources in the right channels?

Often confused with market research, marketing research helps you evaluate and optimize your strategy to dissolve these uncertainties.

In this post, we’ll define marketing research and show you how to use it to turn potential roadblocks into opportunities.

What is marketing research?

Companies use marketing research to gather and analyze data to improve their marketing efforts. It helps you understand how well your branding, messaging and campaigns resonate with your target audience.

While market research looks at the overall industry and customer habits, marketing research focuses on how your marketing activities perform.

These insights help leaders understand which channels work best, stop spending money on ineffective strategies and make smarter decisions about future marketing.

By regularly checking your marketing performance, you can make choices based on real data instead of guesswork.

Although people use marketing and market research interchangeably, they serve different purposes.

Here’s how the two business strategies compare:

Marketing and market research help you pinpoint, attract and convert your target customers.

Market research determines who your customers are and what they want. Marketing research shows you the best ways to reach them.

Use both to find the right people, talk to them in ways they understand and turn them into customers more effectively.

Why shouldn’t you skip marketing research as a business owner?

Skipping marketing research may save time in the short term. However, it can lead to costly mistakes.

When you don’t base business decisions on data, you risk wasting your budget on campaigns that don’t resonate, incorrect pricing strategies or misaligned messaging.

Here are four of the main reasons business owners do marketing research:

1. Removes the guesswork – using data-driven insights helps you refine strategies based on metrics and screen recordings instead of relying on assumptions

2. Reduces the risk of product launch failures – understanding what customers want ensures you’re solving real problems like inconvenient workflows or underwhelming features (not creating something you think will sell)

3. Improves marketing return on investment (ROI) – refining targeting and messaging (e.g., using pain point wording from survey responses) means you reach the right people with the right message to increase the chance of sales

4. Uncovers new growth opportunities – analyzing customer feedback and behavior can reveal untapped market segments, trends or unmet needs

Studying your audience and marketing efforts helps you create relevant content that converts better.

It also cuts costs by eliminating ineffective campaigns, like poorly targeted social media or irrelevant emails.

6 types of marketing research methods

Marketing research involves speaking to your target customer base, watching users carry out processes and tweaking your product’s journey.

Here are six typical types of marketing research methods:

1. Surveys and questionnaires

Surveys and questionnaires collect direct feedback from customers about their experiences with your marketing.

Asking how your audience perceives campaigns and messaging gives you actionable insights for improvement.

Let’s say a customer relationship management (CRM) provider sends a survey to ask for feedback on recent emails. If subscribers don’t find product updates helpful, the company tests other types of marketing content to see if it impacts referrals or sales.

2. A/B testing

A/B testing compares two versions of a marketing element (e.g., an email, ad or landing page) to see which performs better.

Experimenting with specific marketing elements helps optimize the final content or design to maximize engagement and conversion rates.

For example, the same CRM provider runs A/B tests on two different versions of a LinkedIn ad. Tracking click-through rates can determine whether emphasizing “ROI” or “ease of use” resonates more with decision-makers.

3. Customer interviews and focus groups

Interviews and focus groups are conversations with clients or sales prospects in person or virtually. This qualitative research method offers deeper insights into how your marketing influences your target market’s decisions.

While customer surveys or analytics insights may be surface-level, conversations can capture a more in-depth understanding of buyers’ motivations.

Let’s say the CRM vendor conducts face-to-face interviews. These discussions help the company learn how case studies and whitepapers from financial firms motivated customers with small accounting businesses to choose their services.

4. Usability testing

Usability testing evaluates your website or app’s user experience (UX) to identify obstacles or pain points.

Test how potential customers interact with your website and apps to make them easier for customers to use. Spotting and fixing problems helps visitors find their needs and complete purchases without getting frustrated.

For example, the CRM provider could run usability tests on the product’s sign-up flow. Watching how new users navigate the process helps them see that people get confused by the payment information page.

By updating this unclear step, the provider can increase the number of sign-ups and give users a smooth experience when trying the software.

5. Customer journey mapping

Customer journey mapping tracks buyers’ paths from first becoming aware of your brand to purchasing, downloading or signing up.

This research method identifies the most effective marketing touchpoints, allowing you to optimize your entire customer experience (CX).

For example, analyzing blog visits and email engagement helps the CRM provider discover its emails are too technical for new users.

Revising their messaging to focus on benefits (not features) results in a 32% increase in conversion rates from target prospects.

6. Social media and email campaign analytics

Tracking and analyzing social media and email campaign data helps you assess performance and optimize future efforts.

Marketing metrics like open rates or cost-per-click help gauge how well ads or campaigns resonate with your audience. This quantitative research allows you to adjust your approach to create more compelling future content.

For example, tracking email list growth highlights whether the CRM provider’s tactics effectively reach key IT decision-makers. With these insights, the company creates targeted landing pages and LinkedIn ads highlighting data features to attract prospects from that industry.

How to conduct effective marketing research

Even experienced marketers benefit from following a structured research process to ensure their findings lead to meaningful improvements.

Here are eight steps to conduct a marketing research process that leads to actionable results.

Define a clear goal

Start with identifying the specific aspect of your efforts you want to assess and improve (e.g., why email open rates dropped 15% last quarter).

Without a well-defined goal, research can become unfocused and overwhelming. You’ll likely collect too much data and not have the time or resources to analyze it. A clear objective ensures you collect relevant insights to draw actionable results.

For example, a small cybersecurity firm might want to:

This clear objective guides the research process, helping them structure A/B tests and analyze performance data effectively.

To figure out your goal, ask research questions like:

• Are we trying to improve social media or email marketing engagement rates?

• Do we need to tweak our ad messaging for a specific audience?

• Are we testing which content format (e.g., whitepapers vs. webinars) works best for lead generation?

Defining a clear goal ensures your research stays focused to make more informed, actionable decisions.

Use analytics tools and map your customer journey

Analytics tools provide quantitative data on how your audience interacts with your marketing efforts. Tracking key metrics across different channels reveals what’s working and what needs improvement.

For example, you may see which blog posts keep visitors reading longer and which social media ads drive more engagement. These numbers help you focus on what works best to improve or replace underperforming content.

If you’re just starting or are a small business with a limited budget, you can use free tools like:

• Google Analytics – tracks website traffic and consumer behavior to understand which content drives conversions

• Instagram Insights – analyzes audience demographics and ad performance to refine social media marketing

• LinkedIn Page analytics – tracks post engagement and follower trends (beneficial for business-to-business marketing)

For example, Google Analytics helps you see which blog topics drive the most demo requests (by tracking requests as a conversion event). If one generates more sign-ups, consider doubling down on similar content.

Paid tools provide even more valuable insights. For example, Pipedrive’s Campaigns offers email marketing analytics to track lead engagement levels.

Here’s how you can monitor campaign effectiveness using Campaigns Insights:

Use Campaigns to measure how metrics like open, response and click-through rates grow. Use the findings to fine-tune your email strategy and improve conversions.

To make the most of analytics tools:

• Choose a tool that fits your budget. Start with free options or trials before investing in paid solutions if money is tight.

• Track key metrics aligned with your goals. For example, analyze cost per lead and conversion rates when assessing ad campaigns.

• Document your findings. Note touchpoints and insights to map your customer journey.

• Set up custom reports and dashboards. These tailored insights help you monitor trends more easily over time.

• Adjust your strategy regularly based on insights. If a campaign isn’t performing, tweak messaging or targeting and track the impact.

Analytics tools provide real-time data to help you refine marketing strategies with less effort.

Tap into existing customer data

Your current customers are one of the best sources of marketing insights. However, asking for feedback (i.e., creating surveys or arranging interviews and then waiting for responses) takes time. Support and sales reporting platforms automatically collect data that can reveal customers’ preferences and behaviors.

For example, CRM systems highlight purchase histories while support chats uncover common pain points. Both offer opportunities to improve messaging.

Analyzing logged interactions can help you make faster, informed decisions to refine your tactics (instead of guessing what works or waiting for survey responses).

Let’s say a software company reviewing its CRM database finds that mid-market clients who purchased noted helpful case studies rather than webinars. This insight guides content marketing efforts to focus more on the former for that segment.

Follow these four steps to make the most of your existing data collection:

1. Group customers using behavioral segmentation (e.g., frequent buyers, inactive users and high-value leads) in addition to demographics

2. Identify patterns in each segment’s engagement, such as which ads or content pieces generate the most interest

3. Look for common objections or pain points in support and sales conversations from each segment to refine messaging

4. Test personalized campaigns using these insights (e.g., tailoring email content, ads or promotions based on past behavior)

Unearth real insights you already have to refine marketing strategies with less time and investment.

Send out online surveys and polls

Surveys and polls offer direct insights from customers and prospects. Whether you’re testing social media copy or gauging interest in a new feature, feedback from real users helps shape better marketing decisions.

For example, a logistics company planning a new whitepaper could send a short poll to its email list about topics they value most. If respondents want to learn about machine learning, the firm can tailor the resource accordingly.

You don’t need to spend a lot to get these impactful insights. Free and freemium tools include:

• Google Forms for simple, customizable surveys

• Typeform for interactive and visually engaging questions

• SurveyMonkey or SurveySparrow for more advanced question logic and analytics

For example, here’s what SurveySparrow’s survey builder looks like:

You can also link many survey tools to your CRM to turn respondents into leads automatically.

To make the most of research surveys and polls:

1. Keep questions focused to maximize response rates

2. Use a mix of multiple-choice and open-ended questions to get both quantitative and qualitative insights

3. Incentivize participation with discounts, exclusive content or giveaway entries

4. Test different distribution channels (e.g., Linkedin or website pop-ups) to reach the right audience

Online surveys and polls allow customers to tell you about their needs and preferences so you can align your marketing efforts with them.

Monitor social media conversations

Tracking conversations, comments and engagement metrics helps you understand what resonates.

By paying attention to audience reactions, you can quickly adjust your strategy based on your audience’s engagement.

For example, your how-to guides and industry trend reports may receive more shares and comments than company updates. With these insights, you can focus more of your content strategy on educational posts.

You can monitor social media manually (i.e., scrolling through LinkedIn comments or X mentions) or use social listening tools if you have the budget.

For example, platforms like Sprout Social and Brandwatch collect sentiment and competitor activity insights automatically:

Hashtag and keyword monitoring also help you follow discussions relevant to your industry and brand. For example, if multiple X (formerly Twitter) users are talking about your product’s confusing onboarding, you can work on improving that process.

Here are four tips to improve your social media monitoring:

1. Track engagement metrics (i.e., likes, shares and comments) to see which content performs best

2. Analyze customer sentiment to gauge reactions (both positive and negative)

3. Respond to comments and messages to build engagement and relationships that could lead to sales

4. Monitor competitor activity to identify gaps or opportunities in your marketing

Use social media conversations to determine audience preferences and refine your marketing based on this real engagement.

Run A/B and usability tests on ads and landing pages

Use A/B testing to compare different versions of ads or landing pages to see which performs better. Instead of relying on assumptions, weighing up user responses helps you tweak marketing elements for higher conversions.

For example, you can use tools like Optimizely or Unbounce to experiment with headlines or calls-to-action (CTAs):

You can also do free A/B tests without dedicated tools. For example, write two ad headlines emphasizing your software’s cost savings vs. efficiency. If the efficiency-focused version drives more clicks, adjust your messaging accordingly.

At this stage, conduct usability tests to observe how users, researchers and your team members navigate the site.

Ask people not involved in developing the UX to carry out specific processes. If they can’t, customers will likely also struggle.

To make the most of testing:

1. Test one element at a time (such as an image or button copy) to pinpoint what makes an impact

2. Set a clear conversion goal (e.g., increased sign-ups or downloads) to measure success or spot where users struggle to convert

3. Ensure a large enough sample size in A/B tests to get statistically meaningful results

4. Implement outcomes and continue testing to refine marketing assets based on performance data and user feedback

Use tests to refine ads and landing pages based on actual user behavior. While A/B testing pinpoints which variations perform best, usability testing creates a smoother experience.

Ask for feedback after purchases or interactions

After customers engage with your marketing (e.g., purchase or sign up), ask them to rate their experience to determine how it influenced their decision.

Collecting feedback immediately after an interaction is more accurate because customers remember their experience clearly. It also helps you understand what touchpoints worked well, including where friction exists in the journey.

You can gather feedback using:

• Post-purchase surveys

• Follow-up emails

• In-app pop-ups

• Rating systems on “thank you” pages

For example, you might send a quick email to new customers asking what made them choose your platform over competitors.

If a significant portion mentions that a specific feature or limited-time discount sealed the deal, that insight can guide future marketing and sales strategies.

The key is to keep it short and direct while making it easy to respond. For example, a simple Net Promoter Score (NPS) question (i.e., “How likely are you to recommend us?”) can reveal overall customer satisfaction.

On the other hand, an open-ended question like “What almost stopped you from purchasing?” uncovers barriers.

Turn research into action

Analyze the insights you’ve collected, identify trends and use them to make data-driven improvements.

Research is only valuable if it leads to better marketing decisions. If you don’t act on it, you risk repeating the same mistakes or missing opportunities to refine messaging and targeting.

For instance, survey data suggests enterprise clients are concerned with security compliance. On the other hand, small-to-medium-sized businesses (SMBs) focus more on pricing. Ensuring each audience receives relevant and compelling content helps improve engagement and conversions.

Testing and iteration are also crucial. Just because one CTA outperforms another doesn’t mean you should roll out the winning version and never try again.

Refining and experimenting with variations means continuously improving results and aligning with evolving business goals.

Here are four steps to turn marketing research into action:

1. Start by looking for response patterns and specific objections that appear frequently

2. Segment insights by audience type (e.g., SMBs vs. enterprise clients) to tailor improvements

3. Tweak ad messaging, refine email mailing lists or adjust website layouts based on feedback

4. Compile insights into a marketing research report that benchmarks results and helps you measure improvements (or declines) over time

Treat marketing research as an ongoing process to drive smarter decisions and long-term success.

How to use Pipedrive’s CRM in your marketing research

Pipedrive is powerful sales software for gathering and analyzing marketing insights.

By tracking customer interactions and segmenting audiences, you can turn raw sales data into actionable marketing decisions.

One of the biggest challenges in marketing research is knowing who to ask. Pipedrive can segment customers based on past interactions, making it easier to target the right people for surveys, interviews or campaign testing.

Let’s say you want to understand why certain leads convert while others drop off. You can create custom filters to segment contacts based on engagement levels, deal history or specific behaviors:

Beyond segmentation, Pipedrive tracks and organizes responses. You can log every interaction when conducting customer surveys or collecting data through outreach.

Web Forms and Chatbot (part of LeadBooster) also capture real-time responses for easy analysis and follow-ups. For example, you can turn form submissions into leads automatically.

Here’s where you choose form submission options in Pipedrive:

Centralizing this customer data simplifies analyzing feedback and spotting trends. For example, if multiple prospects mention a confusing pricing page, that’s an opportunity to improve marketing and sales materials.

Another way Pipedrive supports marketing research is through deal tracking. By analyzing which touchpoints contribute to closed deals, you can refine campaigns for better results.

Let’s say you notice that leads who attended a webinar convert at a higher rate than those who downloaded an e-book. You may invest more in producing webinar content next quarter.

Pipedrive’s custom visual pipelines connect the dots between touchpoints and actual sales outcomes:

Pipedrive also automates follow-up emails. You can set up automated sequences to thank participants, share additional questions or provide exclusive content based on their feedback.

Here’s where you set follow-up cadences in Pipedrive:

This crucial (but often overlooked) part of marketing research ensures ongoing engagement. It also keeps the research process efficient and scalable – you don’t need to manually reach out to every person.

By leveraging Pipedrive’s robust features, you can collect, analyze and act on insights that drive better marketing decisions.

Marketing research FAQs

Final thoughts

Marketing research cuts through the guesswork to prevent wasting time and budget on campaigns that don’t convert. By analyzing how your audience responds, you can sharpen messaging, target the right segments and improve performance across every channel.

To do this process well, you need the right tools. A robust CRM makes it easy to organize insights and follow up automatically in one place.

Try Pipedrive free for 14 days to streamline your marketing research and see the difference it makes.