Why Market Research Should be in Your 2022 Budget

Budget season is here and that means it’s time to start planning for 2022 if you haven’t already.

With every new year comes new objectives, goals, and challenges. How will you choose the right tools to assist your organization in breaking new ground and making 2022 the best year yet?

By setting aside a portion of budget dollars for market research, businesses can be assured they are taking a step in the right direction. 

Types of market research methodologies to add to your 2022 budget include:

  • Non-customer surveys to generate new business
  • Customer experience programs to increase customer retention
  • Employee engagement surveys to improve team satisfaction 
  • Content surveys to easily create lead-generating content

Keep reading as we'll discuss each of these methodologies in detail and how they can help achieve common business goals.

adding market research to your 2022 budget


Benefits of Market Research

Much like when planning for your 2022 budget, it is important to establish clear goals when deciding what type of market research methodology is right for your specific business needs.

Luckily, marketing research is successful in solving several common business challenges.

Original research by providing organizations with the data and evidence they need to...

  • Increase profitability
  • Generate new leads
  • Satisfy current customers
  • Maintain a positive work environment
  • Create an effective content marketing strategy

Market research comes in many different shapes and forms. It is not always easy to decide what methodology is best aligned with your 2022 goals.

Perhaps a hybrid research approach is more your speed to receive the actionable data to achieve all of your business development, marketing, sales, and HR objectives.

Whatever it may be, our market research company can recommend the best approach based on years of experience with different brands and industries.


2022 Goal #1: Generate New Business

A common business goal when looking at the new year is generating new business in order to increase profitability.

Maybe you have many repeat customers and they are more than satisfied with the product or service you have provided.

However, where your business is lacking is acquiring new customers.

If increasing your book of business is a top priority, we recommend conducting non-customer surveys.

Adding Non-Customer Surveys to Your 2022 Budget 

Non-customer surveys are a great learning tool for all types of businesses and should absolutely be included in next year's budget.

Based on your target market, whether it is a national audience or those who live or work close in proximity, surveying non-customers can provide detailed insight into why your target buyers are not currently doing business with you. 

How to Survey Non-Customers

It is can be difficult to collect contact information to reach those who match your customer persona but are currently giving their business elsewhere.

Not to worry! A market research firm like Drive Research will use a unique and tested approach to recruit survey respondents who match your ideal customer. 

Depending on your audience type, sample sources include third-party panels, paid social media ads, or a combination of both.

Non-Customer Survey Questions

Whether this non-customer survey is conducted online, by phone, or by mail participants will be asked a series of topical questions.

The survey typically includes questions in relation to your organization, respondents buying behaviors, level of satisfaction with their current provider (likely your competitor), likelihood to switch, and so on.

The answers to these questions can unveil marketing and business strategies to implement in 2022 in order to increase the number of new customers.

Better yet, these strategies are no longer based on guessing but are built behind real consumer feedback and evidence as to where there is a gap in the market. 


2022 Goal #2: Increase Customer Retention

Customer retention refers to the ability of a brand or product to keep loyal customers over a period of time.

High customer retention indicates a business is able to keep returning customers satisfied.

Even more importantly, high customer retention means an organization is not losing customers to its competitors.

In many industries, it is a consumer market – this meaning, a customer has several different brands to choose from.

As important as customer retention is for a business, it is a common challenge for organizations everywhere. According to SEM Rush, the average American company will lose 23% to 30% of its customer each year due to a lack of customer loyalty. 

The bigger issue here is that the probability of selling to an existing customer is between 60% and 70%. Whereas, the probability of selling to a new customer is only between 5% to 20%. 

Budgeting for customer experience (CX) market research in 2022 can certainly help.

Benefits of Implementing a Customer Experience Program

More and more organizations are recognizing the importance of a structured CX program for their business.

With every new customer or client that leaves, so does a piece of your business, and that piece of your business is given to a competing organization.

A large majority of why customers leave a business or decide not to go through with a transaction is because of poor customer service. 

By investing a small portion of your 2022 budget to create a structured customer experience program, your organization is able to keep a pulse on customer satisfaction or dissatisfaction.

With the help of a market research firm, customer data is collected on a regular basis measuring positive and negative changes as they are happening.

This allows your organization to act fast to any poor feedback and reduce the number of customers leaving for a competitor. 

For more insight, watch our video where we discuss 3 Reasons Every Company Should Have a Customer Experience (CX) Program in Place.


2022 Goal #3: Maintain a positive employee retention 

Our customers aren’t the only people who deserved to be happy and satisfied, but your employees too.

It is important to understand what encourages employees to drive profitability and remain committed to your organization.

There are multiple reasons an organization may add employee engagement research to its 2022 budget.

Some common reasons organizations use employee surveys include:

  • Measuring job satisfaction
  • Improving employee engagement
  • Gathering feedback from employee departures
  • Understanding managerial satisfaction
  • Measuring diversity and inclusion

Although many organizations choose to place a large portion of their budgets on improving customer-centric strategies, it is just as important to pay attention to the opinions and feelings of those who work for us.

Benefits of Conducting Employee Surveys

Losing top-performing employees can come at a very real cost. Not to mention the significant costs associated with new employee training programs.

By obtaining employee feedback, organizations are able to better understand employees’ needs so they can become better brand advocates, performers, and less inclined to go on the hunt for a new job. 

The employee survey process is quite simple. However, the toughest part of the process for some organizations is welcoming real, unbiased, confidential feedback from employees. Let a market research company help act as the middle man.

The Need to Use a Third-Party

It is imperative to use a third party for employee surveys.

By hiring an employee survey company, team members are able to feel most comfortable providing their honest feedback about working for your organization as all responses are anonymous and confidential.

There is also the added bonus of the firm creating customized survey templates and unbiased employee survey questions for your organization. 

Additionally, benchmarking your employee survey data can help your organization understand where it compares to industry, organization, and national standards with categories such as career development, compensation, benefits, demographics, and more.

While this information cannot be found through secondary research but a third-party employee survey firm will have access to all of this data.


2022 Goal #4: Improve Your Content Marketing Strategy

To achieve success in 2022, you cannot afford to ignore the power of content marketing.

Content marketing involves various types of deliverables from blog posts to whitepapers, to webinars, to press releases, to compare cards – the list goes on and on. 

With the rise of search engine optimization (SEO), producing quality, fresh, and original content is more important than ever.

For this reason, when a buyer searches on Google for a service or product in which you provide, it is best to be on the first few pages of their search results.

In fact, 75% of people never scroll past the first page of search engine sites. More recent research suggests that even fewer people now go to the second page because only 0.78% of searchers click second-page results.

A great way to start creating fresh, lead-generating content is with the use of original research.  

Benefits of Content Surveys

Consider adding a line item for market research in your 2022 budget to work with a content marketing research firm.

This type of market research is designed to produce fun, original, and creative content you may be currently lacking.

One content survey can provide a whole year's worth of content that will help advance your organic search ranking. 

Additionally, and perhaps the main reason many organizations use content marketing research, is to share the data in a creative and meaningful way that generates fresh eyeballs and leads for their organization.  

You may be wondering how exactly content marketing research works.

With the help of a market research agency, an online content survey is designed, programmed, and fielded to a target audience of your choosing.

Usually, when an organization completes a market research project, they keep their findings confidential and in-house.

However, with original research, it is meant to be shared in all facets of your marketing initiatives.

How to Repurpose Content Survey Findings

A content survey report can act as a guide for your 2022 content marketing strategy including.

One survey question can equate to one blog post and help position your organization as a thought leader in your industry.

Secondly, the data collected from content marketing research can also be transformed into many different downloadable pieces to help build your website or email promotions.

This will certainly help with lead generation from potential customers with who you have not been in contact before.

Lastly, a great use of content surveys is creating fresh website copy and sales collateral.

Research-driven content can be used to compare your organization to a competitor and showcase key differentiators as told by real customers such as the example below.

The opportunities and deliverables available with a simple content survey are astounding. Together these new content pieces will help create more depth to your website and enhance new traffic to your site in 2022.


Other Research Options for Your 2022 Budget

As a full-service market research firm, Drive Research has seen and done it all.

We have successfully partnered with organizations all over the world to improve their business strategies and meet challenging goals.

There are multiple market research methodologies to consider conducting in 2022 should they be right for your organization.

Here are just a few examples of other market research options available for your organization in the coming year: 

  • Focus Groups: Easily measure participants' reactions and receive in-depth feedback from many participants all at once. Focus groups are the only research methodology in which clients can watch live and in-person as the group discussion is happening. A focus group can be held at our focus group facility in Syracuse or online via platforms like Zoom.
  • Geofencing Surveys: Researchers designate one or multiple areas on a map to trigger sending a survey to anyone who crosses this threshold. This allows organizations to capture in-the-moment feedback from actual customers of their own location or a competitor’s. 
  • Feasibility Studies: Opening a new location? Introducing a new product or service to the market? A feasibility study can help determine what the demand is for this new venture and define who your main competitors will be. 
  • Mystery Shopping: Test real-life scenarios of what it is like for customers to interact with your organization whether this be in-person, a phone call with customer service, or an online conversation with a website chatbot. 
  • User Experience (UX) Research: Earn critical user feedback with UX interviews such as specific likes, dislikes, issues, and suggested improvements to help drive site analytics. 

Get a Quote for Market Research

If curious to learn the costs associated with conducting any of these studies, simply contact our market research firm today.

After understanding more about your organization and specific business objectives, Drive Research can provide a more finite estimate. This will help give a better indication of how much your market research budget should be for 2022.

Interested in learning more about our market research services? Reach out through any of the four ways below.

  1. Message us on our website
  2. Email us at [email protected]
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

emily carroll about the author

Emily Carroll

A SUNY Cortland graduate, Emily has taken her passion for social and content marketing to Drive Research as the Marketing Manager. She has earned certificates for both Google Analytics and Google AdWords.

Learn more about Emily, here.


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