Skip to content

Positioning the Market Research Mission

Staying Focused on the Market Research Mission

Before getting started, there are a few fundamentals that should be assessed. This includes asking some core questions, such as just what is the objective of the research? Is it going to benefit the business plan? And, how do you plan to utilize this research?

Once you have aligned the market research objectives, it’s time to set research goals. In the blog, “How To Start Your Market Research Mission?” Digital Crew outlines some key steps to take:

  1. Identify Gaps: If you’re undertaking a particular research program, we’re guessing you’ve identified a certain gap in the market and you’re going to figure out a way to fill in that gap with your solutions.
  2. Examine The Size of The Market: After you’ve gathered your information from various platforms, you could take your research a step further by identifying various subgroups, or market segments, in that overall market along with each of their unique features and preferences.
  3. Find The Solution: You’ve gathered your facts and understood the magnitude of the gap in the market. Now, you have to figure out how your solution could evolve into a product with features to fill in this gap.
  4. Who Are Your Competitors?: Are there competitors out there who are one step ahead of you already solving this so-called problem? If they are, then you’ve got to identify if their customers are unsatisfied somewhere with the service.
  5. Define Your Buyer Persona: You must understand who your customers are in order to streamline your communication and create your strategy.
  6. What Is Your Unique Value Proposition?: Your proposition describes why others should use your organization and not the competition.

Identifying Market Research Trends

In All Things Insights’ “Recharging Brand Insights to Strengthen Strategy,” we looked at how brand research can drive insights. Before you start developing and improving your mission statement, it’s time to explore brand strategy and brand insights. Just how well do you know your brand, its mission and how it aligns with the target audience? Brand insights encompasses a variety of metrics, such as brand awareness, brand perception, brand trust, and its value proposition, among other factors. Ultimately, supercharging your brand insights can be a significant initiative that can be leveraged to improve the customer experience, increase satisfaction and loyalty. With an emphasis on insights, it can also help you examine and assess your brand’s health, stand out from the competition and better prepare for the future.

In “Taking a Solutions Approach to Market Research Trends,” we explored some of the broader market research trends hitting the market. Market research trends shift over the course of time, whether it be key takeaways from this year or the evolution of techniques over the decades. An essential element of any business strategy, market research is knowledge that can help influence the business and make an impact regarding revenue, branding strategy, consumer behavior, marketing shifts and more. Certainly, much has changed within the market research industry (think developments in artificial intelligence) while some techniques have remained very much the same (think audience questionnaires and surveys).

Creating A Unified Mission Statement

Developing a market research mission statement can benefit a company in several ways. While mission statements are specific to each company’s needs, we asked ChatGPT to identify some of the top advantages:

  1. Clarifying Purpose and Goals: A mission statement articulates the purpose and objectives of the market research function within the company. It provides clarity on the role of market research in supporting broader organizational goals, such as understanding customer needs, identifying market opportunities, or informing strategic decision-making. By defining its mission, the market research team can align its efforts with the overall direction of the company, ensuring that research initiatives are focused and impactful.
  2. Guiding Decision-Making: A well-crafted mission statement serves as a guiding principle for decision-making within the market research function. It helps prioritize research activities, allocate resources effectively, and evaluate the relevance of research projects against strategic objectives. By referencing the mission statement, researchers can ensure that their work aligns with the company’s overarching goals and contributes meaningfully to business success.
  3. Building Consensus and Alignment: A market research mission statement fosters consensus and alignment among stakeholders within the company. By clearly communicating the purpose and value of market research, it helps garner support from senior management, department heads, and other key decision-makers. This alignment ensures that market research is integrated into organizational processes and decision-making frameworks, leading to more informed and strategic outcomes.
  4. Inspiring and Motivating Employees: A compelling mission statement can inspire and motivate employees within the market research team. It provides a sense of purpose and direction, fostering a shared commitment to achieving common goals. By understanding how their work contributes to the broader mission of the company, researchers are more engaged, innovative, and driven to deliver high-quality insights that drive business success.
  5. Differentiating the Company: A market research mission statement can also serve as a tool for differentiation in the marketplace. By articulating a commitment to customer-centricity, data-driven decision-making, or innovation, companies can position themselves as leaders in market research and insights. This differentiation can be particularly valuable in competitive industries where understanding consumer preferences and market dynamics is critical to success.

Shaping the Insights Culture

Overall, developing a market research mission statement can benefit the company by providing clarity, guiding decision-making, fostering alignment, inspiring employees, and differentiating the organization in the marketplace. It serves as a foundational element that shapes the insights culture, strategy, and success of the market research function within the company.

The success of the market research function can also help support the overall company in a range of ways. Ultimately, market research mission statements could uncover new possibilities of problem-solving, new target groups and eventually newer channels of communication. Setting the tone with a powerful and effective market research mission can keep the team on track, inspire the company to new heights, and bring leadership satisfaction to a higher level.

Video courtesy of HubSpot Marketing


  • Matt Kramer

    Matthew Kramer is the Digital Editor for All Things Insights & All Things Innovation. He has over 20 years of experience working in publishing and media companies, on a variety of business-to-business publications, websites and trade shows.

    View all posts

Related Content

Mastering Funnel Analytics

Funnel analytics is an area of insights that perhaps doesn’t get as much attention as it should. We are all probably familiar with the sales and marke…

How Insights Can Benefit from Failure

No one actively looks to launch an unsuccessful product or venture. Yet failing can have its upside. There is a philosophy of thought in the business…


More Related Content

A big magnifying glass.
consumer behavior

Searching for Cultural Anthropology Insights

Consumers and brands are influenced by culture. Our values and identities, among a variety of societal and social factors, are tied to cultural contex…

Kids sliding down a big water slide on rafts.
funnel analytics

Mastering Funnel Analytics

Funnel analytics is an area of insights that perhaps doesn’t get as much attention as it should. We are all probably familiar with the sales and marke…

soccer player on his knees upset that he lost or missed goal.
insights culture

How Insights Can Benefit from Failure

No one actively looks to launch an unsuccessful product or venture. Yet failing can have its upside. There is a philosophy of thought in the business…

Book with pages flying open.
insights hard skills

Learning the Soft Skills of Market Research

Skills can be developed in a variety of ways in the insights workplace to create an effective, versatile employee with a diverse arsenal of competenci…

stressed out worker in front of laptop
future of work

Stay Competitive Through Upskilling

Upskilling and reskilling—training workers so they can fill more advanced roles in an organization—is becoming vital in today’s business environme…

market intelligence

Turning Data into Market Intelligence

When surveying a new market opportunity, the company’s market intelligence efforts come into play. This valuable data helps determine market segmentat…

actionable insights

Diving Deeper into Insights ROI

The third day of TMRE@Home, May 2, will demonstrate best practices involved in developing and positioning insights ROI. Fusing AI, data and analytics…

insights talent

Evolving Your In-House Team

During TMRE Continued, All Things Insights’ Seth Adler had a chance to hold a session with Shilpa Khanna, Assoc. Dir., Transformational Growth Insight…

insights strategy

Increasing Insights Influence

Thomas Walker, Senior Director, Global Brand and Customer Insights at eBay, and Christopher Frank, Author, Co-Faculty Director at Columbia University,…

consumer insights

The Evolution of Building an Insights Team

Josh Goldfinch, Director Customer Insights, Verizon, participated in a panel at TMRE focused on “Building an Insights Function from the Ground Up.” Al…

insights culture

Navigating to Insights ROI

All Things Insights’ Seth Adler had a chance to sit down and get cooking with Jordan Cusner, Head of Guest Insights, Popeyes Louisiana Kitchen at TMRE…

behavioral insights

Infusing the Behavioral Insights Mindset

During the “Behavioral Insights” session of the Road to TMRE Gathering, Seth Adler explored “Activating Behavioral Insights: Team & Consumer Themes” w…

insights purpose

The Strategy Behind Insights Influence

Josh Goldfinch, Director Consumer Insights, Verizon, presented a panel discussion on leadership and influence at TMRE @ Home. All Things Insights’ Set…

actionable insights

Diving Deeper into Measuring Insights ROI

If you can measure it, you can manage it. Insights leaders came together on this panel discussion on “Measuring Insights ROI” to share their respectiv…

insights ROI

Demystifying Insights ROI

Key challenges come into translating business insights into ROI. This includes data quality, research bias, no direct translation of insights into bus…

actionable insights

Establishing Insights ROI

In a recent ATI Gathering…Insights ROI, the community looked at the complex issue of insights return on investment from several different angles. Co…


Balancing Insights with Uncertainty

Uncertainty abounds, from inflation and layoffs to bank failures and talk of recession, to robust job reports, financial resilience, and the strength…

insights strategy

Gaining Insights Leadership

The role of today’s Insights professional is evolving as Insights teams are increasingly pressured to connect data sources, surface consumer stories a…

home experience

Redefining the Home Experience

All Things Insights’ Seth Adler caught up with David Schliecker, Group VP, HGTV Insights and Strategy, Warner Bros. Discovery, at the Media Insights &…

media insights

Media Industry Insights

It’s not unreasonable to feel overwhelmed when faced with the size and scope of the continuous shifts in the television industry within the past few d…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues t…

insights talent

Insights Synergy

As the political climate changes, so do our working habits. Going through a pandemic also changes things, as Jim Newswanger, the Senior Market Intelli…

insights strategy

Timely Insights

“May you live in interesting times.” We are all familiar with this curse (or blessing, depending on how you see it). Many of us even know it as Chines…

insights strategy

Insights Enablers

Over the past two and a half years, there “have been more DIY projects” thus “Insights teams are moving more to becoming consultants and enablers fro…


One Way To Insights ROI

“It’s not only a ‘feel good’ thing anymore. It is actually something that is reflected in profits.” DEI is a business issue. Once nice to have, the co…

data analytics

Insights On Outpacing Further Disruption

The axiom, ‘May you live in interesting times,’ is cited as both an expression as well as a curse. Its origin is foggy. For the past couple of decades…

insights talent

New Work Order: The Future Of Work Is Here

2022 still has some work to do in figuring itself out. We’ve clearly not yet definitively evolved to what’s next. That said, some patterns have emerge…

insights talent

Internal Insights

Think back to the office of February, 2020. In many ways it felt like the office in February, 2010 and February, 2000. For the most part, every single…

actionable insights

Consistent Breakthrough Insights

All Things Insights brought the community together for a live session focused around the concept of providing consistent breakthrough brand insights o…


Mental Fitness In Business Culture

In the first century, it was the Christian Church which accounted for a substantive portion of societal change. In the fifth century, it was Greek Dem…

insights strategy

Empowering Breakthrough Insights

Empowering insights through a broader understanding of the business can happen if there are consistent breakthrough brand insights being served to the…

strategic insights

Slow Power: Pacing The Speed Of Insights

We know from Aesop’s “The Tortoise And The Hare” that the ability to achieve great speed doesn’t always mean finishing first in a given journey. And w…

insights purpose

Achieving A Renaissance In Purpose

How many people painted the ceiling of the Sistine Chapel?
Reportedly, one.

How many people are painting the picture of each transforming global b…

insights strategy

Insights From Seizing The Moment

Remember the young students at Welton Academy of “Dead Poets Society,” huddled around the photos of their predecessors who were no longer living. But…


The Missing Link Between Data And Business

2022 has proven to be a year of change. While lingering reminders persist, the past two years are falling further and further back in the rear view mi…

business insights

A Contemporary Insights Organization

We are in the process of experiencing the second paradigm shift of human behavior in just a three year period. For a prepared organization, this is a…