Strategic market research is the process of collecting information from a range of data sources and interpreting it to increase the accuracy of management decision making. Often the information collected will fill information gaps uncovered by strategic planning, or be in response to an abrupt environmental change such as the entry of a new competitor.

Organisations or individuals that may require strategic market research services include:

• Organisations seeking to expand such as those entering new markets, or launching new products
• Managers in organisations faced with risky, uncertain decisions
• Organisations seeking to understand the impact of an environmental change on their business e.g. governmental policy change, change in economic conditions, or new competitors
• Organisations without in-house data-collection or analysis resources - some small companies, or the public sector
• Organisations that are not strongly linked to information sources such as those selling to many customers, large organisations with many staff members, or the public sector
• Organisations seeking to plan for the future, especially those in highly changeable industries.

Our role in strategic market research projects often depends on the internal administrative resources our clients have available. We can manage all aspects of the process from research design to data gathering, interpretation and reporting, or can team with in-house resources.