Skip to content

Taking a Customer-Centric Business Approach

Prioritizing Market Research in Growth Marketing

In growth marketing, data analysis and market research can play a critical role in helping the business make impactful decisions while keeping the focus on long-term growth. Growth marketers can gain insights into their customers, their purchasing behavior and identify opportunities and strategies to drive growth (and not just focus on the top of the sales funnel). It’s about using the data to identify what’s working and what’s not.

According to a blog from Abmatic AI, “The importance of market research in growth marketing,” establishing clear goals and metrics is a key first step in utilizing data analysis. “One of the first steps in using data analysis for growth marketing is to establish clear goals and metrics. This may involve setting targets for customer acquisition, revenue growth, or other KPIs. By defining these goals and metrics, growth marketers can track progress and make adjustments as needed to ensure that they are on track to achieve their objectives.”

Another important aspect of data analysis in growth marketing is identifying key performance drivers. Abmatic observes, “By analyzing data on customer behavior and engagement, growth marketers can identify which factors are most closely correlated with success. This may involve analyzing website traffic, conversion rates, or customer feedback to identify which features or aspects of the product or service are most important to customers.”

Analyzing the data and gaining customer feedback are key strengths of a flexible growth marketing approach. As Mailchimp points out, in its blog “What Is Growth Marketing?,” growth marketing is a type of marketing optimization that goes beyond marketing a product and instead helps businesses grow by enabling customer loyalty: “Growth marketing is the process of using data gained through marketing campaigns and experimentation to drive growth. It can help you anticipate change and plan your strategies to make constant improvements.”

Mailchimp further notes how, “Growth marketing shortens the cycles of innovation rather than relying on extended efforts. Just-in-time campaigns and micro campaigns respond to the current moment’s needs.” After each campaign, data awaits to analyze and to improve the next steps of the campaign journey.

Focusing Growth Strategies on the Consumer  

In “Turn Your Customer Obsession into Brand Strategies,” All Things Insights looked at the growing emphasis on the customer for brand growth. With brand awareness increasing in importance as a way to achieve growth, insight-led brand strategies are becoming more focused and targeted to the consumer. Consumers expect brands to know their preferences, and to help them select the best products or services to meet their needs. Consumer-centric initiatives can be leveraged to take the business to the next level, to that of customer obsession (to borrow a phrase from Amazon’s Jeff Bezos). A consumer-oriented approach to the business could be the pathway to growth and in turn a brand strategy led by insights could be the foundation on which the business is built.

In All Things Insights’ “Driving Consumer Focus,” we explored how putting the customer first is a time-honored tradition that remains current and relevant—but it can lead to so much more. Consumer focus is a strategy that focuses on understanding the needs and wants of customers in order to better meet their expectations. This approach involves gathering customer feedback, creating strategies based on consumer insights, and continuously improving products or services to provide value for the customer. It also involves adapting marketing messages and tactics according to what consumers want to drive sales growth. The goal of consumer focus is to develop strong relationships with customers, so they become loyal over time and recommend products or services from your company.

Taking an Agile Approach to Growth Marketing

Growth marketing involves using innovative strategies and tactics to acquire and retain customers, drive revenue, and achieve sustainable business growth. According to our query on ChatGPT, here are some best practices of growth marketing and how they relate to market research:

  1. Data-Driven Decision Making: Growth marketing relies heavily on data to inform strategy and decision-making. Market research provides valuable insights into customer preferences, behavior, and market trends, which can be leveraged to develop data-driven marketing campaigns. By analyzing market research data, growth marketers can identify opportunities, optimize campaigns, and measure the impact of their efforts more effectively.
  2. Continuous Experimentation: Growth marketers often employ a culture of experimentation, constantly testing different tactics, channels, and messaging to identify what resonates most with their target audience. Market research can help inform the design and execution of these experiments by providing insights into consumer preferences, pain points, and buying behavior. By testing hypotheses and gathering feedback from customers, growth marketers can refine their strategies and optimize performance over time.
  3. Customer-Centric Approach: Successful growth marketing strategies prioritize the needs and preferences of the customer. Market research helps in understanding customer segments, their motivations, and pain points, allowing growth marketers to tailor their messaging and offerings accordingly. By putting the customer at the center of their strategy, marketers can create more relevant and compelling campaigns that drive engagement and conversion.
  4. Multi-Channel Marketing: Growth marketing often involves leveraging multiple channels, including digital advertising, social media, email marketing, content marketing, and more. Market research can help identify which channels are most effective for reaching target audiences and engaging with them at different stages of the customer journey. By understanding where their audience spends time online and how they prefer to consume content, marketers can allocate resources more efficiently and maximize the impact of their campaigns.
  5. Agile Approach: Growth marketing requires agility and adaptability to respond quickly to changing market dynamics and consumer behavior. Market research provides real-time insights into market trends, competitor activities, and customer feedback, enabling marketers to adjust their strategies and tactics accordingly. By staying informed and proactive, marketers can capitalize on emerging opportunities and mitigate risks more effectively.
  6. Measuring and Optimizing Performance: Growth marketing is inherently focused on results and ROI. Market research helps in establishing key performance indicators (KPIs) and benchmarks for measuring the success of marketing campaigns. By tracking metrics such as customer acquisition cost (CAC), customer lifetime value (CLV), conversion rates, and engagement metrics, marketers can evaluate the effectiveness of their efforts and identify areas for improvement. This data-driven approach allows marketers to iterate and optimize their strategies to drive continuous growth.

Guiding Customer Growth Strategies

Market research plays a crucial role in informing and guiding growth marketing strategies by providing insights into customer behavior, market dynamics, and competitive landscape. By leveraging market research data, growth marketers can develop more targeted, effective, and scalable campaigns that drive sustainable business growth.

Ultimately, it seems that market research and growth marketing can go hand in hand for mutual success, and to drive each team to new heights while making the customer the central focus of all efforts. As Mailchimp reminds us, “Remember, a growth marketing plan extends beyond traditional marketing to form better relationships with customers, increase loyalty, and boost repeat purchases. Growth marketing should encompass many different types of marketing, from traditional marketing materials to your website, social media, and email marketing strategy.”

Video courtesy of Neil Patel


  • 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

Finding Stakeholder Alignment

Stakeholder alignment is increasingly important in both overall business and insights strategy. As the enterprise strives for organizational success,…

Driving Analytics & Insights Action

At this year’s TMRE @ Home, Shivani Shah, National Category & Shopper Insights Manager, H&WB, Church & Dwight Co., Inc., presented the session, “Data…


More Related Content

Pinpointing on a map, ie, being strategic.
actionable insights

Finding Stakeholder Alignment

Stakeholder alignment is increasingly important in both overall business and insights strategy. As the enterprise strives for organizational success,…

Many colored arrows pointing to the center of the graphic.
actionable insights

Driving Analytics & Insights Action

At this year’s TMRE @ Home, Shivani Shah, National Category & Shopper Insights Manager, H&WB, Church & Dwight Co., Inc., presented the session, “Data…

Colorful windows set into a colorful wall.
customer feedback

Getting Closer to Your Customers

There are a variety of options available when it comes to understanding your customers or target audience. Chief among them in the market research fie…

Baby's hand holding an adult's hand.
consumer trends

Mastering Multi-Generational Marketing

Today’s consumer audiences are diverse and span multiple generations. Each demographic group has unique preferences, concerns, and values. Ultimately,…

Happy man holding trophy and confetti raining down.
customer experience

Using Insights to Win Customer Loyalty

Are your customers staying put, or is your company struggling with retention? Leveraging market research and gaining actionable insights could be the…

A wide range of emoji faces from happy to sad and angry.
customer experience

Improving the Customer Feedback Experience

As the buyer journey becomes more complex, the customer satisfaction survey remains a foundational tool for the market researcher. With it, companies…

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…

open book, flipping through pages
actionable insights

Harnessing Data Storytelling

As data becomes more accessible throughout an organization, the need for data storytelling becomes more important in terms of strategy. It’s no longer…

playing the Jenga block game
media measurement

Building a Marketing Mix Framework

Suraj Rajdev, Head of Analytics at Google, sat down with All Things Insights’ Seth Adler to discuss his session at the Media Insights & Engagement Con…

media insights

Connecting with Generation Alpha

At the recent Media Insights & Engagement Conference, Seth Adler had a chance to chat with Alexander Cammy, Manager, Insights & Cultural Intelligence…

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…

actionable insights

Building the Analytics & Insights Ecosystem

The recent TMRE Continued virtual event hosted a session, “Blending Analytics & Insights to Drive Business Outcomes.” Moderated by All Things Insights…

sustainable marketing

Driving the Sustainability Message Home

Justin Coates, Head of Global Market Research & Consumer Insights, Eastman Chemical Company, knows a thing or two about sustainability and the role in…


Thinking Through the Perception Perspective

All Things Insights’ Seth Adler discussed a variety of subjects with author and journalist David McRaney at this year’s TMRE. McRaney gave a keynote p…

consumer behavior

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…

data analytics

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…

actionable insights

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…

data analytics

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…

stakeholder engagement

Actioning Insights

Providing insights is not a barrier. Ensuring those insights actually move the needle is the job at hand. Is where the insights are reported the probl…

consumer mindset

Reaching the Consumer

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

consumer trends

Charting A Sustainable Way Forward

Call it an eco-awakening, as more global consumers gravitate to sustainable products or at least indicate their growing awareness and even desire for…

consumer trends

Harnessing the Pulse of Trends

These consistently disruptive times have ensured us that it’s never been more important to stay on top of the pulse of the market. That’s true for pat…

actionable insights

Elusive Insights

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

actionable growth

Taking Action to Spark Growth

Actionable growth is the process of taking action to achieve a desired outcome. It involves making strategic decisions and implementing tactics that w…

media insights

A Changing Consumer Shapes Media Evolution

All Things Insights’ Seth Adler caught up with Edwin Wong, SVP Insights & Innovation, Vox Media, at the Media Insights & Engagement Conference earlier…

consumer focus
consumer focus

Driving Consumer Focus

Putting the customer first is a time-honored tradition that remains current and relevant to this day. Consumer focus is a strategy that focuses on und…

consumer insights

Collaboration Around The Consumer

The consumer is now in the driver’s seat, and James Petretti is no stranger to that fact. Success is not possible if the consumer is not buying into w…

consumer insights

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

live sports programming

Live Sports Insights

Programming across the board is looking to develop content that appeals to an audience that engages increasingly with user-generated content (UGC) and…

media insights

Content Marketing Insights

In the past decade, SVOD (Subscription Video-On-Demand) companies have revolutionized how we consume our favorite shows and discover new ones. As medi…

behavioral insights

Media Behavioral Insights

Analytical minds will always benefit from more complete data from farther-reaching sources. Even more fundamentally, Pepe says the questions everyone…

consumer insights

Path To Purchase Insights

Insights leaders are responsible for connecting all of the information gleaned from a multitude of different sources, and creating usable data that wi…

data translation

Translating Data Into Action

“Data is the new oil,” and it seems like everyone wants to get a piece. But what is it that most major companies are missing when it comes to harnessi…

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…

consumer insights

Ripple Effects on Insights

For many of us the pandemic brought along with it a series of impactful changes that honestly, none of us could have predicted. Everything regarding w…


Media Past Is Media Prologue

“Whatever the modern technology of the day, it was a force for disruption, it was a force for change, and it was a force for enchantment, joy, and lea…

media insights

Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…


Super Insights

Talking with Peter Leimbach, Senior Vice President, Ad Sales Research at FOX Sports, it’s clear that pro football teams aren’t the only ones competing…

consumer insights

Gen Z Insights

“Ultimately Gen Z demands a new media plan. The previous ways of thinking in terms of length being a precursor of the efficacy of advertising content…

actionable insights

Data, Analytics, Insights & Action

If you watch June Dershewitz when she’s not looking, you might catch sight of her cape. She is a superhero in the world of data. Her goal is to make t…


LGBTQ+ Insights

Reports indicate that only about 7% of the population is categorized as LGBTQ+, but reports aren’t always accurate. As Angel Bellon Senior Director of…

user experience

UX Insights

Shilpi Sinha is not only speaking at TMRE but joining the pre-event Innovating Insights Workshop as a table co-host. Both the session on the agenda an…


DEI Insights

What if a key set of insights could drive revenue, help the business run more effectively, make the business seem to be leading edge and make current…

behavioral insights

Behavioral Insights

We continue to spin forward into a next paradigm for global corporate enterprise and society in general. Within a rapidly paced evolution, certainties…

insights strategy

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…


A Better, More Difficult Experience

Through a traditional lens- ease of use, automation, amazonification- are the ends, not the means. But what if making something more difficult was act…

consumer trends

The State of the Consumer (2022)

eBook by Remesh | 21 Apr 2022 About This Report 2021 has been a transformative year for every industry and organization in the world; from more perman…