Benefits of Market Research

 Provides information to guide and support strategic organizational decisions

 Provides information that minimizes risk

 Guides the development of new products and services

 Guides efforts to access new audiences

 Aids in establishing benchmarks, tracking progress, and evaluating success

 Provides guidance for taking corrective action

 Guides communication with current and potential customers or constituents

 Assesses satisfaction and loyalty among customers and constituents

 Assesses employee satisfaction and loyalty

 Identifies areas in which quality improvements are warranted