Marketing research plays a crucial role in business, enabling entrepreneurs to understand the needs and preferences of their target audience. Through these studies, companies can gather essential information about their customers, allowing them to better tailor their marketing strategies. In practice, such research helps identify market trends, enabling faster responses to changes and maintaining competitiveness. Analyzing the effectiveness of marketing activities is also a significant aspect, allowing entrepreneurs to adjust their strategies based on actual results. Marketing research also aids in identifying new markets and customer segments, leading to new business opportunities. The effective use of marketing research is a key element of business strategy, providing companies with a better understanding of the market and enabling the building of lasting customer relationships.
Below, we present articles on key topics in the field of marketing research. The publications include comments and reflections from experts at the Biostat® Research and Development Center.