Types of Market Research & How to Use Them

“Why did Pepsi launch ‘Pepsi Black’ for health-conscious youth? How does Zomato know when to give discounts? Why do startups test pricing before going live?”

The secret lies in market research—a process that gives businesses the power to understand customers, competitors, and future opportunities. But market research isn’t “one size fits all.” It comes in different types, each serving a unique purpose. Let’s dive into the main ones, how to use them, when to apply them, and how they translate into actionable insights.

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