Overview

As the market and the business world grow globally, its complexity increases. Therefore, market research is an essential tool for all types of companies; from small, medium and even transnational companies. The latter, before developing any product or service, use demographic statistics, econometric estimates, as well as consumer perception and behavior studies. What do small and medium-sized companies do to inform themselves; to make strategic decisions and face a highly competitive marketing complex, with a market that evolves in fractions of seconds and an environment full of confusion due to the advertising impacts of global brands? Small and medium-sized companies know that the market is becoming more difficult every day and they constantly complain with arguments such as: consumers are more demanding every day , competitors in the market are multiplying , international brands are invading us . In this sense, for marketing specialists it is important to question whether market research exists for these companies. The answer is: it would exist if it was demanded by them.From the start of a business, small and medium-sized entrepreneurs, even the families or groups of partners that run them, have been in direct contact with their market. Therefore, they will surely think that researching the market is unnecessary, since nobody knows the market better than they do. They know its components and characteristics, since the clients they receive daily are their market. But, what happens with those clients who have not come to the business and who could perfectly be part of your clientele? How can the portfolio of clients served and not potential clients be increased?

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