Klariti Small Business Tips and Tools

About Us Free Tools Tips Templates Affiliates Site Map

MS Word template

Market Research Tutorial - Part 12 of 17

This is Part 12 of 17 on writing 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

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.

Dig deeper: Marketing Plan

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.

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