Market research is the process of gathering, analysing, and interpreting data about customers, competitors, and wider industry dynamics. It provides evidence that shapes everything from ICP development to segmentation, and go-to-market strategy. Without reliable research, decisions become guesswork, and campaigns struggle to resonate with real buyer needs.
Effective market research blends qualitative insight (such as interviews and surveys) with quantitative data drawn from sources like intent signals. This combination helps teams understand buyer motivations, identify emerging topics, map buying stages, and validate assumptions about challenges, priorities, and in-market behaviours.