The Do’s and Don’ts of Market Research (Avoid These Costly Mistakes!)

Do’s of Market Research

1. Thoroughly Prepare

Great market research doesn’t happen by accident. Before you start asking all the questions, you’ve got to get clear on a few things to make sure you’re not wasting anyone’s time (especially your own).

• Why you’re doing market research. What’s the goal here? Are you testing a new product, refining your messaging, or trying to understand your competition better?

• When you need to carry out market research.  Are you gathering insights before launching a new offer, in the middle of a rebrand, or after running a beta round for your service?

• What information you want to uncover. Is your focus on understanding your ideal client’s struggles, analysing gaps in your industry, or something else entirely?

• Who you need to talk to. Are you reaching out to current customers, potential buyers, or a competitors who are open to talking about their experiences?

• What type of research you’ll conduct. Are you planning to use surveys, focus groups, or sit down for 1:1 interviews?

• How you plan to use the insights. Will these insights shape your offers, adjust your marketing approach, or influence your pricing strategy?

Skipping this step could result in collecting a bunch of data that won’t actually help you make better, more informed decisions for your business. It’s all about making sure you’ve got a plan in place before you go on your research journey.

2 - Diversify Your Questions;

Not all questions are created equally. So if you stick to the basic yes/no stuff, you’re missing out on the real golden nugget - the "why" behind people's choices.

You don’t want your answers to look like a checklist; you want them to reveal stories, emotions, and real struggles.

Instead you’ll want to include a range of open-ended and experience-driven questions like:

• "Tell me about a time when you struggled with [problem]. What happened? How did it make you feel?"

• "Walk me through the last time you tried to solve this issue. What did you do, and how did it go?"

• "What’s the biggest frustration you have when it comes to [industry-related issue]? What impact is this having on you?"

These aren’t just questions – they’re a way to crack open the minds of your audience and uncover what’s actually driving their decisions.

And when you get those insights? That’s your insider advantage to fine-tuning your offers, tweaking your messaging, and getting the edge over your competitors. 

Don'ts of Market Research

1. Don’t Be Afraid to Probe;

Think of your questions as a guideline, not a teleprompter. If you stick to the script too rigidly, you risk missing the juicy details hidden in follow-up questions.

Stay curious - because sometimes, the best business insights start with a simple “Wait, tell me more about that…”

Example: If someone says, “I just don’t have time to deal with [problem],” don’t just nod and move on. Instead, probe a little:

•  “What’s eating up most of your time right now?”

•  “If you could magically free up an hour a day, what would you do with it?”

•  “What would need to change for this to be a priority?”

The more natural and engaging the conversation, the more real the answers - and that is where the gold is.

2 - Don’t Rely on a Small Sample Size;

A handful of opinions doesn’t equate to the full picture. As tempting as it is to take a few responses and run with them, that’s a risky move to make as a small sample size can lead to;

• Biased insights that don’t reflect the diversity of your audience.

• Missed patterns that could be the key to refining your offers.

• Misleading data that tempts you to pivot in the wrong direction.

The more voices you include, the clearer your picture becomes. That’s why relying on just one or two conversations isn’t enough to make solid business decisions. Instead, aim for a mix of at least five 1:1 interviews or one focus group with five or more participants to ensure you’re capturing a range of perspectives.

When the same challenges, frustrations, or desires keep cropping up across different conversations, that’s when you know you’ve hit on something real.

That’s when you can confidently fine-tune your messaging, offerings, and strategy - without second-guessing whether you’re chasing a one-off opinion or a genuine market need.

3 - Don’t Sit with a Pen and Paper

There’s nothing that kills the flow of a conversation faster than awkward pauses while you scramble to jot things down.  Stopping mid-sentence to scribble notes makes the whole exchange feel stiff and formal - not exactly the vibe you want when gathering honest insights.

Instead, keep your focus on the conversation and:

•  Record your sessions (with permission, of course). Be upfront about how the recording will be used to build trust.

•  Use transcription tools to capture responses word-for-word, so you’re not relying on memory or rushed notes.

•  Pay attention to tone and body language (if on video). Sometimes, the most valuable insights aren’t in what’s said—but in how it’s said.

When people feel at ease, they open up. When they open up, they share the struggles, frustrations, and desires they might not even realise they have. And that’s the kind of insight that turns ‘just another offer’ into something they can’t wait to buy."

Final Thoughts

Market research isn’t just another task to check off your list. It’s the key to making smarter business decisions, creating offers that actually sell, and getting the edge over your competitors.

So to help you get started (and make this process a whole lot easier), be sure to grab my free Market Research Guide, where I help you discover the most effective type of market research for your business along with;

•  Identifying methods that provide high quality results to support decision-making.

•  Revealing the time involved to effectively plan your schedule and timelines.

•  Understand the potential costs involved to manage and allocate budget.

By using real data instead of guesswork, you’ll make confident decisions that fuel your business growth - because at the end of the day, the best marketing and offers come from a deep understanding of what your audience really wants and needs.