Brief description of Market Research - Analysis of target markets, consumer insights and competitors through a methodological procedure in gathering, analyzing and interpreting information. Peter Drucker quote “Business has only two functions: marketing and innovation.” Market research is heavy in numbers and data Market research builds a company ‘s voice, creativity, ads, design and more importance of market research saves money, time and resources (depending) validates your hypothesis discover of unexplored market or revenue positioning for customer perception and competition Primary (qualitative (people faces) vs quantitative (data)) and Secondary research Types of market research are: SWOT analysis, market segmentation, pricing, competitor analysis, customer analysis, customer acquisition cost, marketing mix modeling Tip: 40 - 70 rule: 70% of your decisions are based on the 40% of information you have collected. Regardless of how much data you can collect, time doesn’t play around. All the info gathered doesn’t mean jack if you don’t know how to interpret or analyze the data Value map framework