Klariti Small Business Tips and Tools

About Us Free Tools Tips Templates Affiliates Site Map

MS Word template

Market Research Tutorial - Part 1 - 17

This is Part 1 of a 17 part series on creating Market Research Plans.

  1. Market Research Planning 101
  2. Why Develop a Market Research Plan? Where's the benefit?
  3. The 3 Key Ingredients in Every Market Research Plan
  4. Market Research For Small Business Owners
  5. Remember Pink iMacs?
  6. What Jose Mourinho Taught Me About Market Research
  7. Kickstart your Market Research
  8. Rocket Science, duh!
  9. Using Market Research To Develop Brand Loyalty
  10. The Mystery of the Seven Sided Market Research Plan
  11. Stage 1 - Why Do You Need a Market Research Plan?
  12. Stage 2 - Why Some Customers Are More Important Than Others
  13. Stage 3 - How To Find The Information You Need
  14. Stage 4 – How To Collect Data
  15. Stage 5 – How To Analyze Data
  16. Stage 6 – How To Generate Report Findings
  17. Stage 7 – How To Choose Best Strategies

Market Research Excel Template

Market Research 101

Before we start this course on Market Research, I’d like to share a little story.

A good friend ran an exclusive winery in France. Very successful. As his son was training to be a Winemaster, they sent him on a course to get his credentials. Nothing to worry about, right?

...after a week he came back.


They’d done a blind tasting and asked him to identify the wines.

He tasted four French wines and one German thrown in for good measure. Maybe it would be a Riesling...

After a few minutes, he identified the four French wines and rogue  German.

And that's where things went wrong...

Like most young men, he was slightly over-confident of his abilities.

I’ll spare you the gory details but he mixed up the Red and White wines. For a young man with aspirations to be a Winemaster this was a disaster.

With his eyes open, he could see the wines and make a good ‘guesstimate’. But the blind tasting showed his true abilities or rather lack of them.

He couldn't tell a Bordeaux from a Sauvignon Blanc. And word got out!

This experiment is interesting for those involved in Market Research as it illustrates several points:

  • What you think you know about your product may not be true.
  • How you determine your own abilities and skills can surprise even the best of us.
  • Our pre-conceived ideas about a brand, product or service may not be correct.
  • Our inability to see our own blindspots can be a sever liability unless it’s addressed.

This is where Market Research comes to our rescue.

Instead of making assumptions about a product, we can test that assumption.

Instead of hoping your target customers will pay for a new product, we can gauge their interest.

Instead of adding new features to a product because the Development team thinks it’s cool, we can ask customers what they really want and roll that into the product.

Market Research, as the name implies, is about researching your product’s position in the marketplace.

2. Why Develop a Market Research Plan?

The purpose of a Market Research Plan is to learn what your customers think about your product before you release it. Of course, you may have already released the product but want greater insights into your customer base before you release the next product.

It’s also about where to position it in the market, for example, against the main competitor or to look at new regions that have been under-developed.

There are other ways we can look at this.

How to change customer’s attitude towards our brand?

How to price a product so it doesn’t cannibalize our product line?

How to assess the interest customers would have in a new product. Useful to know before you start developing it!

How to repair our brand if it’s been damaged? BP is a good example here. How do you make customers, the Government, media and partners trust you again?

Why is the product selling more in the West coast than the East?

Or if you offered them a premium version of the product, how much would they pay? Or what’s the one thing that they’d like you to change with the product.

3 Key Ingredients in Every Market Research Plan

There are three key areas in every Market Research Plan.

1. Gather data - what tools and methods do you use to gather the information you need? For example, you might develop surveys, questionnaires, and focus groups.

2. Record data - what tools, software and templates will you use to record the research material? This may include databases, excel Competitor Analysis Worksheet, spreadsheets and MS Word forms.

3. Analyze data - once you have the information in a format you can use, you can then analyze the feedback, look for anomalies, and then clean the data. After the data has been cleanses, you can begin to make chart the results and report on your key findings.

Of course, Market Research is not only to do with launching products.

It can also extend into other areas, for example:

Looking into brand awareness (how many customers know you’re in a specific market?),

Customer satisfaction or

What the public think of a political figure, new policy or current event.

4. Market Research For Small Business Owners

For Small Business owners, you're probably concerned with questions, such as:

Who are my current customers?

How do I find new potential customers?

What payment method do they prefer? Some may prefer to pay upfront and get a discount, whereas others may prefer to stagger the payments over smaller payments.

Word of Mouth - What makes customers recommend one product over another? How do you get to, ‘Try it, it’s great.’

Instead of investing in expensive marketing campaigns, companies are turning to social media to generate buzz and encourage fans to recommend their products.

Trend Watching - When I grew up, TV was the medium advertisers used to get our attention. Today, we watch less TV than ever. But the web is always on. This is where more consumers go to when they want to research a new product. Where do they hear about new trends?

Looking on the web is a start, but you have to dig deeper and see where on the web they congregate and how they interact.

Status Anxiety - We all want others to respect us. We might deny this in public but in private we’re concerned with what our peers think of us. Note that I said peers not everyone.

Many consumers, especially those that are more brand conscious, invest in products to raise their social status. It’s about positioning themselves within their social bracket.

5. Remember Pink iMacs?

When the iMacs were first released, there was a run on pink.

Not red, blue or green. Pink.

Pink sold out in a flash.

But not to teenage girls like you'd think.

Instead, it was up-market Indian families who bought them in droves. Many were never used but strategically placed as exclusive objects in their living rooms, no doubt to generate envy in less well-off (or more pragmatic) guests.

Status anxiety explains many irrational behaviour in consumer buying habits.

The iPad is another example.

It can’t multi-task and is very expensive.

More expensive than most large size laptops, which can multi-task and come with other great features.

But… such is the strength of Apple’s fanbase that the product is a best seller, regardless of price and limited functionality.


Well, it looks great for one thing and… most people can’t afford it.

In the coming weeks, we’ll look at other physiological triggers that influence the way consumers behave.

6. What Jose Mourinho Taught Me About Market Research

Do you think Jose Mourinho knows much about market research, brand segmentation, and customer profiling?

Think again...

Spreadsheets, surveys and focus groups may not be his specialty but he does know his market (the opposition) and does endless research. Ask anyone who’s worked with him at Chelsea, Barcelona or Real Madrid.

Mourinho is notorious for gathering information about the opposition team, analyzing the data, and briefing his players. The results are impressive.

When interviewed for the Chelsea vacancy, he prepared PowerPoint presentations showing where and how he would develop the team.

Board members were blown away. Mourinho looked at the league table that way a General would a battle field.

He assessed his troops (team), reviewed the enemy (Man United perhaps), and drew up plans to undermine the opposition. And it worked.

And the same can work for you.

Prepare for Battle

Market Research Planning is simple.

People make it complicated. Some make it complicated to make themselves look clever. It’s not.

The key to effective market research is to follow stick to the basics and define your goals.

What do I want to get out of this piece of work?

Write it down. It should be one sentence. No more.

I want to know…

To get to that point develop a Market Research Plan, which is a framework for getting to that answer.

5 Painless Ways to Kickstart your Market Research

Here are five ways to start your Market Research Planning activities.

Assess the Competition - Can you compete against the market leader? How many competitors are there in the marketplace?

Could you partner with other companies and deliver a superior product offering? Mourinho identified three main threats and then went after them. One by one, they were dismantled.

Identify your target market – gather information about the age, location and number of people who’ll be interested in the product. The more you know about your customers, the more you can tailor your product to their needs, spending habits and in relation to emerging trend.

Mourinho said that his midfielders had to be 5’8’ minimum. Why? He was blessed with one of the best midfielders in the world with Claude Makelele (5’5’) and wanted to balance his lack of height with taller, more robust players. Other mid-size players were sold and powerhouses brought in.

Determine Price – how much will the product cost? Will you sell it as part of a bundle? Do you offer discounts? How about international customers? Will the price be the same in the US as in Japan? And if customers find out, what next?

The difficulty with pricing strategies is that what works in one country, or even one city, may be over-priced in another. How do you strike a balance?

Sales channels - What’s best approach to selling the products? Over the web, in the high street, through partners, direct mail? When I started my business, I sold training programs through the post. But I had to stop as shipping fees reduced my profit.

Now I sell all my goods online with eJunkie and Clickbank. While I still get requests for hardcopies, I have to decline the offer as the time and effort would wipe out the profit margin. But, it’s not an easy decision. Who wants to say No to money.

Volume - How many people are looking for this product? How confident are you that this figure is correct? Will this number increase or decrease over the next three years?

Looking for an example of how your luck can change?

Audible.com was facing bankruptcy a few years ago. No one was buying digital downloads. Then the internet gained traction. Mp3 players spread like wildfire. Suddenly the demand was there.

The next problem was how to keep up with demand.

Nice problem if you can get it.

6. Rocket Science

As you can see, there are many factors to consider when launching a product. Interviewing, running surveys and polls are different ways to get inside the head of your customers (or prospective customers) and see what they think.

Remember, Market Research is not an exact science.

What works in one area, may not work in another.

Likewise, you may have to run different surveys or workshop until you begin to see specific trends emerging, for example, that the price is too high for customers in France but fine for those in Seattle.

Or the user interface confuses customers and makes them leave the site.

Did you know?

More than 55% of customers who start the buying process (i.e. Click the Buy button) leave the site before they get to the Confirm button.

Wouldn’t you like to know why?

That’s where a discrete survey will help.

‘What’s the one thing on my Shopping Cart that you’d change?’

Or a poll. Or a focus group. Or a questionnaire.

It depends, doesn’t it?


I’ve made up a new buzzword to address this. SAD TUT. Or USA TDT. Whichever you prefer!

For small projects, you should be fine with Competitor Analysis Worksheets, spreadsheets, forms and checklists. You can use these to run surveys, ask questions, and gather feedback.

If you need more detailed information, then you'll need to develop a Market Research Plan. This is ideal when you want a 360 understanding of how customers perceive your company, brand or customer service. It depends on your needs, budget and resources.

Assess the current marketplace.

Determine if there is a real need for your product or service. While you may feel that people MUST want to buy this, the research may show otherwise.

Size up the competition. Who are your main competitors? How can you beat them? Price, Innovation, and Customer Service are three starting points.

Understand your Customers. Learn more about their shopping habits. What triggers them to make decisions? How much they usually spend on these types of products? What is their weekly disposable income, i.e. what’s left over when they pay the bills?

Monitor Trends – understand how the market is shaping up. Are there new trends you need to watch? What has become passé?

Define Achievable Targets – and, of course, you need to define your sales targets. How many of these do I need to sell in the next 12, 24 or 36 months to justify the decision to launch this product?

The over-arching goal is to learn more about your customers and how their spending habits, preferences and knowledge of your brand will impact your company’s progress.

In a nutshell

After you have completed the Market Research planning phase, you will have the answer to the question you identified at the start of the project.

For most of us, this is: who will buy my product, for how much, and why?

9. The Mystery of the Seven Sided Market Research Plan

Market Research is like a heptagon. Ok, that’s a bit pretentious. But, it is actually and here’s why.

The seven stages in the Market Research Plan look at:

  1. Why are you doing this?
  2. Who are you researching?
  3. What tools will you use to gather the information?
  4. Where will you collect the data?
  5. When and how will you analyze it?
  6. How to Report your findings?
  7. What Decisions will follow from this?

Stage 1 - Why?

The first side of my heptagon (ok, work with me here. I needed a useful analogy with 7 in it and Heptagon fitted the bill. It was that or the Seven Gods of Chaos. Heptagon won the toss...) is Why.

Why are you really doing this?

I know this seems obvious but… there are rational, easy to justify explanations and there are ‘other things’.

For instance, knowing why your product is underselling is a good thing. Your focus is clear. Armed with the results you can adjust the product’s price, features or other attributes.

If customer service tells you that callers are frustrated with the IT booking system, then the priority is to fix the booking system. The Market Research can wait until afterwards.

Developing a Market Research plan when you already know that there is a problem is getting priorities mixed up. The priority is to fix the system.

Of course, if you need to know why the system is difficult to use, then ask why.

The point is… before you start your Market Research Planning activities, be very clear what you want to get from it.

The more you can clarify your goals, the closer you’ll get to that target.

When others ask what you’re trying to achieve, instead of feeling that you have to justify this project in some way, you’ll have more confidence in your response.

In turn, this will be reflected in how they respond and respect your work. Because Market Research is often seen as a ‘grey area’ or dismissed as a ‘nice to have, but not essential right now’, make sure you are clear on why this needs to be done.

Real confidence is contagious.

Work with your team and map out the reasons why this project will benefit others.

This is how you’ll convert the skeptics. Show them what they have to benefit. Then reinforce the benefits with examples.

The first step is to clarify why are you doing this?

What’s your objective? Define you over-arching goal in one sentence.

What do you hope to get out of it? Identify the one piece of information the company does not currently possess.

What’s your objective? When you have this information, how can you use it to drive other projects onwards?

What questions do you want answered? Identify all the questions that need to be addressed and then prioritize the high priorities.

How level of detail do you want the research to go into? Is this the first wave of a large marketing initiative or do you need to drill down into greater detail?

How will you analyze the data? What factors will you use to examine the data and extract meaning from the feedback. Otherwise, it’s just a mass of data, right?

What success criteria, if any, need to be established? For example, if you determine that 80% of customers would pay $49 for a new product - and you interviewed a large sample - then this may be enough to launch the product. No more data gathering may be required.

What will you do with the findings? Are you looking for a budget for further development, to release a product, or for marketing activities? Does this plan tie in with other marketing activities?

Are others depending on you before they can make a decision, such as to release a new product?

Be clear with your goals. Ensure that your team understands your objectives and how the research will benefit drive other activities forward.

For example, a mobile phone company wants to:

‘Offer customers free roaming calls in Europe help sell enough phones to justify this cost and allow us to upsell other products to new customers?"

This means that the main questions to be answered will be:

Are customers interested in free roaming calls?

Is Europe a more attractive market to them than the US? (Let’s say you're targeting business travelers.)

Can you upsell products to new customers?

How would you price the new products?

Is there opportunities for partner tie ins?

Notice that this is a very narrow focus. Essentially, we want to know if business travelers (a small but lucrative segment of our customer base) would buy new products from us if we offered them free roaming across Europe.

Once you are clear on your objective - and how it assists other business units - you can develop your Market Research plan with more confidence.

That’s the first side of our Market Research heptagon. Let’s more it around and see what’s next.

Stage 2 – Who are your Customers?

Yesterday, we introduced the idea of a heptagon into this series of Market Research tutorials. It seemed a bit crazy the time but it does make sense.

Instead of seeing your Market Research project as one single activity with definite Start and End points, step back and look at it more holistically.

Rather than seeing it as one long road you need to travel, look at the side roads that feed into it.

This approach helps me when I get maxed out. I hit a wall in one area. Rather than forcing myself to complete this task (now a soul-destroying chore, tbh), I look at the plan for another side and find new energy there.

Did you ever notice that moving your attention from one to another suddenly releases new energy? It’s a bit like that.

So, if you reach your limit with one area in your plan, leave it aside for a day. Work on another area. Then come back to the first one when you’re recharged.

Which brings us back to...

Some Customers are More Important Than Others

If you’ve read Animal Farm, you’ll know what happened to Snowball.

‘All animals are equal, but some are more equal than others.’

And it’s the same with customers.

Think of it like this. One guy buys from you every time you put a new ebook online. He snaps them up and posts great recommendations on the web. This guy is gold.

Another buys once. You never hear from the again.

It’s a no-brainer, right?

This means that part of the market research plan is defining your real customers.

Or, put it another way. We need to scratch the surface and learn more about our target customers than we think we do, especially those of most value to us.

Don’t Make This Mistake

One common mistake in marketing is to assume that your customers don’t change.

Of course they do.

Everyone changes.

So, your research is to challenge what you think you know of your existing customers.

And then look at ‘prospective’ customers.

You may have no ‘hard data' on them – so you need to get moving, pronto!

So, using the goals we defined in the Why section, we can examine our target customers and see how we can ‘reach’ them.

Reach is one of those buzzwords used in Market Research to cover how you will contact customers, the media channels you will use, and the different ways to gather data.

For example:

A sample of 100 may give one set of results, whereas a larger number may give you richer feedback. Cost is usually a factor here as the price per head adds up, especially if you're doing the research for your own company.

For example, sharing the report findings and/or vouchers to your products may work. Again, it depends on your target audience and what’s most valuable to them.

Another example... my email software lets me segment my list and target emails at different user groups. This means I can match my market research to the user group most likely to respond and avoid ‘spamming’ others.

You can also rent email lists but you need to do this with caution. Many of these lists have been harvested without the user’s consent. As well as offending the users, the ISP may block your email account if there are a high number of complaints or bounces.

What incentives will you offer? 

I use a variety of approaches to encourage folks to help with the market research. Some of these are typical offerings such as free offers, vouchers, instant downloads, reports, and other teasers.

This is the classic, ‘you scratch my back and I’ll scratch your back’.

And it works.

There are other ways.

For example, we identified a group of high earners for a banking project. We told them – and this was true – that there were in the top 3% of all earners on our books.

‘Would you like to test run the new Wealth Management System before it goes live?’

There was no shorter of takers. Many high-earners wanted to use the system because of their privileged status. They were capitalizing on their social position.

You can do the same thing with any line of professionals by appealing to their status, vanity or greed. There’s different ways of persuading folks to engage. Sometimes it’s more about how you ‘position’ the market research to them. 

Consider dropping the phrase ‘market research’ and use something that triggers different emotional buttons.

Dig deeper: Marketing Plan

Stage 3 - How Are Find The Information You Need

Now that you know Why you need this information, Who you will target, the next step is to see How will get it.

Let’s step back.

There are different ways you can get this market research data: email, phone, web, even in the shopping mall.

But you have a budget, right?

This means that you need to consider which approaches worked best the last time. Look at the returns. Based on these results, use the channels that give you the best return. And, if there is money left over, try the next channel.

Sometimes it’s not that simple.

Maybe you can contact 10 on the phone for the same cost as 100 on the web. But the quality of data from the phone calls is substantially better than what you get on the web.

Trained interviewers can probe the person over the phone and extract information that will not be captured in Multiple Choice questionnaire. Likewise, the phone caller may volunteer information that you hadn’t thought of.

Dig deeper: Marketing Plan

For this reason, evaluate the best approach to gathering quality information.

You have different options, such as:

  • Focus groups
  • Observational research
  • Polls
  • Questionnaires
  • Surveys
  • Interview by Telephone
  • Interviews in person

Next, you need to create a Schedule (like a Project Plan) to put all these tasks against target dates. The key is successful market research is getting the right information but also staying within budget. Keep your line manager up-to-date with your progress and show him the time line for your activities.

Stage 4 – How To Collect Data

The next stage involves collecting the data. While this sounds easy at first – you just collect it, right? – it can be problematic when the data is corrupted, conflicts with earlier reports, is received in file formats that are not compatible with your software, or there are gaps in the data making it hard for the analysts to draw conclusions.

Here are a few suggestions to collect data:

Train Your Staff

Before you start collecting data, train, educate, and supervise your own team. If this is the first time engaging in Market Research Planning at your company, consider hiring a Consultant to create a framework for your project  One of their tasks will be to show your team how to collect data in an impartial manner and to avoid interviewer bias.

Make it Sharable

Think of the end goal. You want all the data to be merged into a single database. Whether this is Microsoft Excel, Access or another tool, it doesn’t matter. But the data needs to be designed so it can be shared. If you can’t share the data, it’s harder, it not impossible, to crunch the numbers.

Dig deeper: Marketing Plan Template Guide

Fix Corrupt Data

Reduce the likelihood of corrupt data by a) designing simple user interfaces, b) helping the subject understand what’s expected of them, and c) creating software that doesn’t crash or timeout during a session.

Other areas where data gets corrupt are simple things such as when users enter dates. For some 0503 means May the third whereas for others it means the fifth of March.

Asking folks for their ‘Christian’ name can be both confusing and offensive. They meant first name.

Design Carefully

Create the Microsoft Word templates so they are easy to read, ensure the web forms that are easy to populate, and that the data can be captured correctly.

For example, some surveys I've taken demand that I enter my zip code. But we don’t use zip codes where I live. So, I’m forced to enter incorrect data. Imagine the confusion that causes?

Stage 5 – Analyze Data

This is where the ‘rubber hits the road.’ You now have the data; you’ve gathered it from multiple sources, removed corrupt data and looked for anomalies.

Next up - Analyze This!

Here’s the mistake to avoid. Don’t use the data to confirm what you want to believe. 

Data is data. 1s and 0s. Oceans of letters.

And it has no meaning until you shape it.

The question is: How do you shape it and avoid your own subjectivity?

The technical term for this is ‘data cleansing’. In other words, you're going to look at the data and remove any ambiguities, errors or other unknowns that have crept into the results.

Dig deeper: Marketing Plan Template Guides

A good example of this was the US Presidential election between George Bush and Al Gore.

Small details like this can have immense impact on the final results. You need to allow for unknowns creeping into your research results and take steps so they don’t influence the final results.

How to Clean Data?

Cleaning data involves editing, coding, and tabulating results. To do this, start with a simply designed questionnaire (or a similar tool) and:

  • Subjective - Rely on subjective information to support general findings only.
  • Objective - Gather objective information to support more specific findings. Objective data gives you a neutral view of how others see your product. If you ask your team – or even your current customers – what they think of a new product, more than likely then will tell you what you want to hear. Those outside the organization will be more impartial.
  • Look for anomalies and inconsistencies – if there is a sudden change in the results, look at what triggered the shift. Likewise, if results from one team conflict with another team, sit down with them and see how they’re gathering the data. They may have made some errors in crunching the numbers or interpreted the results incorrectly.
  • Compare – Look at the results of different data collection methods. For example, if you run polls online and offline about the same subject, for example, the customer’s favorite brand on designer shoes, look at the results and see if they agree.

    If you're targeting the same age group and demographics, they should agree, right? If not, dig deeper and see why 20 something’s online give different than 20 something’s offline. Hint: people tend to be more ‘creative with the truth’ online than when interviewed face to face.
  • Use other sources of information – For example, you can use U.S. Census Bureau statistics on median income levels for a specific city/state and other official research findings to give your findings more balance.

Stage 6 – Generate Report Findings

At this point, you should have all the data gathered in Microsoft Excel spreadsheets and other formats you can share.

Remember your initial goals?

Break out the findings so it answers the questions you had at project kickoff. You can show this in, for example, Demographic Comparison or Competitor Analysis Worksheet.

Use what’s appropriate and make it easy for the reader, especially those further up the line, to extract the key findings.

Data Analysis usually falls into two categories:

Descriptive Data Analysis

This is where you describe the collected data usually by summarizing the findings. For example, you can highlight how many liked or disliked your new product. Use charts and tables to illustrate the data. Provide legends that explain different categories, volumes or amounts.

Inferential Data Analysis

While Descriptive Data Analysis focused on describing the findings, these are of limited use until placed in context. That means you try to use information taken from a small group to ‘infer’ what a larger group would do, compare groups and see where/how they behaved differently, and forecast what may happen based on the information you have gathered.

For example, let’s say you want to know how customers from London, Paris, and Dallas rate different products. You prepare a survey with ten questions asking customers from all three cities to rate customer satisfaction on a scale of 1 to 5.

Once the survey is completed, you can compare each group using statistical software and test if differences exist.

Microsoft Excel has some very powerful functions, such as pivot tables that are very effective at analyzing data.

This type of marketing analysis offers richer information than simply showing how many customers from each city responded to each question.

Stage 7 – Choose Best Strategies

Now you have to make a decision.

In some companies your findings will be handed over to other teams, for example Product Development or the Marketing Department, for them to decide. It depends on how you're it structured.

One thing to consider is that the market research should shed light on new areas. If the findings confirm what you already know, look at how you're gathering the data, where it comes from, and who compiles the information.

In a dynamic world, findings should rarely stay the same.

‘Were the findings good?’

You may be asked this during your presentation. Findings are neither good nor bad. They’re a snapshot of how customers see your product, for example.

How people interpret data is up to them. Your job isn’t – or shouldn’t be – to skew the data so management hears what they want to hear. If customers are dissatisfied, it’s their job to remedy it, not yours.

One final tip.

Close on a positive note.

Even if the information is down-beat, look for some positives in the information you gleaned. Don’t fudge the issues but remind the audience that we now know more than yesterday.

Market Research Template Pack

This template pack includes:

  • Market Plan Template (16 pages) Use this template to capture 1. Why You Need Research, 2. Who You Wan to Target, 3. How to Plan 4. Collect Data, 5. Analyze Data, 6. Report Findings, and 7. Make Decisions.
  • Market Plan Brief Template (6 pages) Use this document to brief Consultants on your Market Research requirements.
  • 10 Free Templates including Brand Loyalty Survey, Competitor Analysis, Demographic Comparison, Demographic Profile, Industry Analysis Checklist, Market Planning Checklist, Cost Analysis, Market Research Spreadsheet, Market Survey, and a Project Plan.

Instant Download in MS Word

Download Now for only 9.99!

Click here to download these templates

Table of Contents

The Market Research Plan (MS Word, 16 pages) contains the following chapters. The other checklists, questionnaires, surveys and templates are listed below.

Why Use a Market Research Plan?

As a small business owner, you're looking for ways understand:

  • Who are your current customers and potential customers?
  • What do I really know about them? Where do they live? Do they prefer to shop online or offline?
  • What do they want to buy?
  • What is their average income? What’s the disposable income?
  • What type of products do they have (Skoda), like to have (slightly bigger Car), and aspire to having (BMW)?
  • How much are they willing to pay for my products?
  • Can they find my products where they go shopping? If not, why?
  • What do they think of my business? Do they think we’re reliable, trustworthy, good value?
  • How does my business compare with my competitors?


Here are screenshots of the templates you can download by clicking the Click Here to Purchase image above.

Market Plan Executive Summary

Executive Summary

Project Plan

Project Plan

Market Research Template, Stage 3

Market Research Template, Stage 3

Market Plan Budget

Market Plan Budget

Market Research, Excel Template

Market Research, Excel Template

Competitor Analysis

Competitor Analysis

Screenshot of How To Write Work Instructions

Demographic Analysis Worksheet

Brand Loyalty Survey

Brand Loyalty Survey


Since 1998, Klariti.com has provided products and services to some of the largest companies in the world including AIG, Bearing Point, Cisco, Coca Cola Corp, Dell, EDS, Ernst & Young, GE, HBO, IBM, Intel, JP Morgan, KLM Airlines, KPMG, Macy’s, McDonalds, Microsoft, Oracle, Price Waterhouse Coopers, Saab, Safeway, Safeway , Sara Lee, Siemens, TATA, Toyota, Vodaphone, Walmart, and Western Union.


"Thank you, it is pleasant and refreshing to find a company with such a sense of customer service, I cannot remember when I have seen such service. when I first ordered, I have to admit that I was skeptical as to the final results, but am pleased to report that I am 200% satisfied with your service and quick responses. I will use this service in the future and recommend it to many others."
Brad Porter

Thank you for going the extra mile and making it work in my "outdated" Excel program! If you need a testimonial for your website, I'll gladly write one up. I so appreciate your kindness, persistence and patience."
Suzanne, Virginia

"I have now purchased 3 different documents. They are very simple to understand, well laid out and very well written. Thank you for saving me weeks, if not months of frustration."
Dan Faubion
Advnt Biotechnologies, Phoenix, Arizona 85027

"Thank you for your prompt response. If you would like to have a reference, you can quote me. 'Top professional templates and excellent customer service'"
Frederick Tsang

"Hi Ivan, thank you so much. I am blown away with the promptness of your response. I didn't expect to hear from you so soon. Thanks again."

"Thanks Ivan. Rare to find such service online. Really appreciate it."

"Thanks for the quick response. The documents meet my business need beautifully."

"I’d just like to compliment, how much I really like the quality of your work (the frameworks are very structured and clear) and it is very convenient to use as well. Once again, thank you so much."
Cherry, Australia

"Kudos to you for going the extra steps for me read your files and be able to utilize them."
Sincerely A Happy Customer!

You can read more customer testimonials here.

What's included in this template pack?

Brand Loyalty Survey - MS Word Word template
Competitor Analysis - MS Word Word template
Demographic Comparison - MS Word Word template
Demographic Profile - MS Excel MS Excel Template
Industry Analysis Checklist - MS Word Word template
Market Planning Checklist - MS Word Word template
Market Research Brief 6 pgs - MS Word Word template
Market Research Cost Analysis - MS Word Word template
Market Research Plan Template 16 pgs - MS Word Word template
Market Research Spreadsheet - MS Excel MS Excel Template
Market Survey - MS Word Word template
Project Plan - MS Word Word template

Screenshot of Market Research Template

Download Now for only $9.99!

Click here to download these templates


What file formats are the templates in?

The files are in Microsoft Word .doc and Excel .xls format.

They work on Word 97, 2003,  2007, 2010  as well as XP, Vista, and Apple Macintosh.

Can I download them online?

You, can download the files instantly.

After you make the payment, you are automatically sent to a Download page from where you can save the templates to your PC.

What is the license agreement?

You can change any part of the templates that you wish.

You can remove all logos and references to Klariti, for example, the logo on the cover page.

You can share the templates with your colleagues and re-use them as you need.

The main restriction is that you cannot sell, rent or license these templates as though they were your own. These templates are for you —and your colleagues — usage only.

You can read the full license Agreement here

What is the refund policy?

We offer a 60 days refund policy.

Can I ask you a question?

Of course. You can contact me at

I want to buy. How does it work?

1. Click the Buy button below and you will be sent to a secure page on Clickbank.

2. This is a screenshot of the sales page on Clickbank.com. There are a few things I want to show you.


1. This is the Klariti logo. It shows that this order is from Klariti.com – the site you have come from.

2. This shows the amount of the order. It defaults to USD but you can change it your local currency if you wish.

3. This is where you enter your credit card details.

Note that it asks for your Validation Code. This is the 3-digit code printed on the back of your card, to the right of the card number. This is to protect you as your card cannot be used without this information.

4. Click the PayPal logo if you want to pay with PayPal instead of your credit card.

After you have checked everything, order, price and credit card details, and click Pay Now.

Wait a few seconds - don't close the browser.

5. Clickbank will send you to the Download page on our site.

6. The Download Page looks like this. Save the files.

7. Save the files to your PC and check you have everything.

That’s it!


Download Now for only $9.99!

Click here to download these templates

software testing templates

standard operating procedure templates

white paper templates

T e m p l a t e   S h o p

Action Plan Template

Audience Analysis Template

Availability Plan Template

Bill of Materials Template

Business Case Template

Business Continuity Plan Template

Business Plan Template

Business Process Design Template

Business Requirements Specification Template

Business Rules Template

Capacity Plan Template

Case Study Templates

Change Management Plan Template

Communication Plan Template

Concept of Operations Template

Configuration Management Plan Template

Conversion Plan Template

Datasheet Template

Deployment Plan Template

Disaster Recovery Template

Disposition Plan Template

Documentation Plan Template

Employee Handbook Template

Expression of Interest Template


Grant Proposal Template

Implementation Plan Template

Invitation To Tender Template

Market Research Templates

Marketing Plan Template

Operations Guide Template

Policy Manual Template

Project Plan Template

Proposal Manager Templates

Proposal Template

Release Notes Template

Request For Proposal Template

Risk Management Plan Template

Scope of Work Template

Service Level Agreement (SLA) Template

Small Business Video

Social Media Policy Templates

Software Development Lifecycle Templates

Software Testing Templates

Standard Operating Procedures Template

Statement of Work Template

System Administration Guide Template

Technical Writing Templates

technical writing templates

Test Plan Template

Training Plan Templates

Training Plan Templates

Troubleshooting Guide Template

Use Case Template

User Guide Template

White Papers

Work Instruction Templates

How to Write

Action Plans

Business Writing

Business Proposals

Case Studies

Process Design

Project Management

Standard Operating Procedures Course

White Papers

Write for the Web

Grant Writing

Software Development Templates


Email Me Here

Endorsements | About Us | Contact Us | Site Map | Privacy | License | T&Cs | FAQs