News and Insights

Market research isn’t a nice to have – it’s your brand’s secret weapon

May 6, 2025

In the fast-paced world of marketing and PR, it’s easy to get swept up in shiny creative ideas, bold campaigns and snappy headlines. But here’s a truth we often overlook: for it to truly stick, it must be grounded in research. 

As a market researcher who’s been in the industry for the last seven years, I’ve seen it all – campaigns launched on gut instinct alone, messaging that misses the mark and audience personas built more on hope than data. The reality? When teams or clients underestimate the role of research, they’re flying blind. 

So, how do we change the narrative? How do we show that market research isn’t a back-office task – it’s the compass guiding every smart business decision? 

1. Start with the “why” – it’s not just data, it’s direction

Market research isn’t about collecting data for the sake of it. It’s about uncovering insights that inform who to talk to, what to say, how to say it and where to show up. It’s the foundation for everything from strategic planning to campaign execution. Want to know why your last campaign didn’t land? Or why your competitors are outpacing you? That’s where research steps in.

2. Audience exploration: get beyond assumptions

Too many strategies are built on assumptions about who the target audience is or what they care about. But audiences evolve, especially in today’s fragmented, fast-moving digital landscape. 
Through audience segmentation, persona development and journey mapping, we can go beyond demographics to uncover values, motivations, behaviours and media consumption habits. This is where real resonance begins.

3. Spot the trend before it becomes a tidal wave

Trends don’t just “happen.” They build slowly. Trends in consumer behaviours, emerging conversations and niche markets. 

With continuous social listening and cultural trend mapping, market research allows brands to see around corners. Imagine being the first in your category to tap into a rising movement. That’s not luck; that’s research. 

4. Competitive intelligence: know the playing field

Your competitors aren’t standing still, and neither should you.
Market research helps track competitor messaging, market shifts, product launches, share of voice and sentiment. It’s not about copying, but about carving out a distinct position with full awareness of what’s already out there.

5. Media measurement & monitoring: prove it’s working

In the PR and comms world, success isn’t just about reach. It’s also about relevance and impact.
 Market research powers media measurement frameworks that go beyond vanity metrics (forget AVEs). It shows what’s cutting through, how people are reacting, and where to optimise. It helps tie PR efforts back to real business outcomes, whether it’s awareness, consideration or conversion. 

 Insight is power 

Marketing without research is like launching a ship without a destination. You might move – but not necessarily in the right direction. 

Let’s stop treating market research as an afterthought and start embedding it into the DNA of every strategy, campaign and creative decision. Because when you lead with insight, everything else follows. 

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