News and Insights

Research first, results later: data drives smart marketing

April 30, 2025

When people talk about building a marketing strategy, they often jump ahead to the fun stuff like brainstorming creative, or tactical, elements, selecting platforms and launching campaigns. But a strategy built on assumptions in today’s world is just not cutting it. Without data to support your decisions, you’re just hoping for the best. 

Whether you’re launching a new brand, repositioning a product, or entering a new market, a strong strategy starts before any messaging is written or media budget is spent. It starts with research. 

Here’s how to make sure your strategy stands on solid ground – and why research and data play the most crucial role. 

 Step 1: analyse the market & let data guide your direction 

Before you even think about positioning or promotion, you need a panoramic view of the market landscape you’re entering. This isn’t just about “knowing the industry” – it’s about systematically uncovering what’s happening, what’s changing, and where the gaps are. 

A good market analysis should answer: 

• How big is the opportunity? 

• Who are the key players, and what are they doing right (or wrong)? 

• What trends are shaping the space now – and what’s coming next? 

• What are customers’ pain points, and how are they currently being addressed? 

This is where market research, competitor analysis, trend identification and audience insight come in. These aren’t tick-box exercises; they’re the engine room. Because the deeper your understanding of the market, the sharper your value proposition becomes. And that’s what sets you apart in a crowded space.  

Step 2: define objectives & root them in reality 

Setting goals for your marketing strategy sounds straightforward, until it’s not. Teams often set vague, overly ambitious, or disconnected objectives that don’t match the market context. That’s when the research from Step 1 becomes critical. 

Let’s say the market is saturated and loyalty is low. Your objective might not be “dominate in year one”, it might be “carve out a niche, build awareness, and establish credibility.” And it should be SMART: specific, measurable, achievable, relevant and time-bound. 

Research helps you define: 

• What a realistic market share could look like 

• What an achievable competitive share of voice would be 

• How you can build sentiment and trust with the right audiences. 

By linking your goals to evidence, you set your brand up for sustainable success, not inflated expectations. 

Steps 3 & 4: pick your route & package it right 

Entry modes and marketing mix decisions are essential. But they only work well when grounded in the insights gathered earlier. Whether you’re choosing a local partner or designing your product offering, the best decisions come from understanding local preferences, competitive white space and consumer expectations. That’s research at work again, even if it’s behind the scenes. 

Step 5: monitor, measure, adjust & repeat 

The strategy isn’t done once the campaign goes live. This is when analytics and performance tracking become your best allies. 

Every marketing strategy should have built-in mechanisms for monitoring: 

• What’s working (and what’s not) 

• How customers are reacting 

• How your KPIs are trending 

• Where new opportunities or threats are emerging. 

This is about more than dashboards and monthly reports, it’s about creating a feedback loop. By turning performance data into actionable insight, you can pivot in real time, learn from your audience and evolve your strategy with intention. 

And yes; that means your research mindset shouldn’t stop once the launch party’s over. It’s an ongoing commitment. 

The bottom line: research isn’t a phase – it’s the foundation 

An effective marketing strategy isn’t just a checklist of steps. It’s a living framework powered by insight at every turn. 

Whether you’re analysing your market, setting your objectives or measuring your results, research, data, and analytics are what give your strategy real direction. When your decisions are backed by evidence, your risks are lower, your impact is higher, and your message lands exactly where it should. 

So, the next time someone says, “Can’t we just skip the research?”, remind them that skipping insight means skipping impact. 

Find out how FINN Partners can help you understand what drives your audience, discover our research and insights capabilities.