Strategic Marketing Planning:  Market Research & Turning Pains into Gains


When building a strategic marketing plan, it is important to carry out marketing research. Clear Goal Marketing gives some tips here on how to carry out and utilise market research - to define exactly what problems and issues your target audience are experiencing.

How will you solve your customers’ issues with your product offer by effectively turning your customers “pains” into “gains” for your business. To find this out you will need to undertake customer research by surveying a sample of your target audience.

Market Research

  • What are your target audiences likes or dislikes?

  • What attracts them to your product and service?

  • What don’t you know about your target audience? Look for areas of uncertainly where you are lacking information.

If your business requires a large investment, in order to lessen the associated risks, you may need to undertake more extensive research.

Create a research brief

  • What do you need to find out?

  • How can you obtain this information?

  • How many people will you need to ask (sample of audience)?

  • What questions will you ask (survey)?

  • What section of audience will you profile (age, sex, business, job title, location etc)?

Turning Customers’ Pains into Business Gains

Use the nearly acquired knowledge about your target audience, that you have found through your research, to your advantage. Focus on turning your customers’ pains into gains for your business. How can your product or service alleviate the pain and resolve an issue?

Message development is thinking about how you can attract the attention of your target audience by defining your exact offer and the key messages you will utilise.

How will you attract and maintain the attention of your target audience, how will you encourage them to interact with you or get in-touch?

What are the products / services you are selling and to whom?

Once you have carried out the market research that you need and considered how to turn your customers’ pains into gains, the next stage is defining your customer needs, key messages and using call to actions in your marketing – read more here.

Clear Goal Marketing offers marketing management services to small to medium-sized businesses, read more about the services we offer here – Clear Goal Marketing’s services page.


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