The most common marketing advice is “know your audience.” If that’s the stepping stone for any good campaign, the next logical question becomes “How do I get to know my audience?”

The core of market research is to help the modern marketer make informed business decisions and develop messaging to the best target audience. It predicts and drives marketing strategy, allowing brands to follow the advice of Craig Davis when he said, “We need to stop interrupting what people are interested in and be what people are interested in.”

How do you discern what content your audience really wants? It used to be through retrospective split testing, but that really only tells you which one of your guesses worked best. Alternatively, using surveys for market research will help you understand that before you spend any time or money creating content, offers, messaging, or even products and services.

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