Callosum A marketing research agency
June 30, 2018

Is Marketing Research Right For You?

Within every company’s lifecycle, there will likely come a point at which marketing research can play a key role in improving the status quo. For some clients, this might be soon after they launch, while for others it might only come after a sizeable customer base has been established and other marketing strategies have been undertaken. Whatever the case, deciding whether or not now is the right time to conduct marketing research depends on four variables.


The average marketing research project takes between two and four weeks to complete so sufficient time should be available for this process to run its course before internal decisions and strategies need to be made.

Management’s Attitudes:

In order to ensure that the project is successful and that its findings have a tangible impact, management has to be on board and support the notion of using consumers’ attitudes and perceptions to help shape marketing decisions.

Answers from Consumers:

Marketing research is an excellent means of understanding the consumer perspective, but this is all that it provides. Before initiating the project, it is important to be sure that a better understanding of the consumer reality is the missing piece that will lead to improvement down the road.

Benefits vs. Costs:

Although marketing research can be tailored to meet the needs of most budgets, undertaking a custom research project is still a notable investment and clients should be sure that the subject of the research is valuable enough that the eventual results will be able to provide an adequate ROI.

If you are exploring marketing research and would like more specific advice before making this decision, please contact Tom Rigby ( for further information.