Have you ever attempted to guess what your audience wants without first checking the data?

It is akin to aimlessly tossing darts in the dark; you may land on the board yet likely not hit the bullseye. Marketing research acts like a flashlight that transforms those blind guesses into intelligent, calculated decisions. It tells you who your audience is, what makes them scroll-stopping, and why or what they will buy. When done well, it takes away the guesswork that leads you to wasting your ad dollars on campaigns your audience couldn’t care less about. It tells national brands when to whisper instead of shout and helps small businesses find their pricing sweet spot without wasting the entire ad budget on guessing and winging it.

Good research isn’t just about spreadsheets or surveys. It’s about being able to connect the numbers to emotions and storytelling, taking feedback and transforming it into a strategy, and even uncovering the story that lies behind each and every click, comment, or like. Next time you are tempted to “trust your gut,” remember this: even the best instincts perform better when supported by the data.

Grow with AISAM Tip: Do your research before you market and then market like you know what you are doing.