Kayla Winters

Kayla Winters

Owner, Bud & Bloom Consulting

Conducting Market Research? Here are the Questions to Ask and Research for your Niche



Market research is an essential tool for small business owners. It can help you understand your target market, identify opportunities, and make better decisions about your business.To start your market  research you must first define your target audience within your niche and answering some specific questions about your business’ industry, competitive landscape, and uniqueness. Generating clarity will support your business in understanding your niche and their demographics, psychographics, and other relevant characteristics, such as identifying their age range, gender, location, interests, values, and lifestyle. This information will help you create targeted marketing campaigns and tailor your products or services to meet their specific needs. 

There are a few key questions you should ask yourself:
  • Who is my ideal customer? What are their demographics? What are their needs and wants? What are their pain points? 
  • What is my competitive landscape? Who are my competitors? What are they doing well? What are they doing poorly?
  • What are the trends in my industry? How is my industry changing? What are the new opportunities and challenges?
  • What is my value proposition? What makes my business unique? What can I offer my customers that my competitors can’t?

Dive Deeper

Once you have a good understanding of these questions, you can start to conduct more specific research. Do google searches and ask your target audience directly to explore what is already happening out there with your target market. Opening up the potential gaps in the market for your ideal client.

Here are a few key terms to keep in mind when conducting market research:
  • Demographics: This refers to the characteristics of your target market, such as their age, gender, income, and location. 
  • Psychographics: This focuses on the values, attitudes, and lifestyles of your target market. How your ideal client processes and makes buying decisions. Learn about your target audience’s preferences, buying behaviors, and decision-making processes. Understand how they research, evaluate, and make purchase decisions within your niche. Determine the factors that influence their buying choices, such as price, quality, convenience, or brand reputation. This insight will help you position your offerings effectively and design marketing messages that resonate with your audience.
  • Needs, wants, and pain points: This refers to the things that your target market needs and wants from your product or service. Identify the challenges, pain points, and unmet needs of your target audience within your niche. Determine the problems they face and the solutions they seek. This knowledge will guide your product development, allowing you to offer relevant and valuable solutions that address their specific pain points. Pain points: This refers to the problems that your target market is facing that your product or service can solve. Remember, the more painful the pain point, the more likely your client is to hit the “buy” button.
  • Competitive Analysis: This involves researching your competitors to understand their strengths, weaknesses, pricing strategies, unique selling points, and target audience. It is recommended to do a SWOT analysis (strengths, weaknesses, opportunities, and threats) to see where you stand against your competition. Assess their online presence, marketing tactics, and customer reviews. This competitive analysis will help you differentiate your small business and identify opportunities to provide a unique value proposition within your niche.
  • Industry Trends: This involves researching the latest trends in your industry to identify new opportunities and challenges. Research industry reports, follow relevant blogs or news publications, and attend industry events or webinars. Identify emerging technologies, changing consumer behaviors, and upcoming opportunities or challenges. This knowledge will enable you to adapt your strategies, identify gaps, and capitalize on market trends. Identifying where you can come ahead of the curve and be up-to-date on the most recent findings in your field. 
Action Steps

By asking the right questions and conducting the right research, you can gain a deep understanding of your target market and your competitive landscape. This information will be essential for making informed decisions about your business and ensuring your success.

Here are some additional tips for conducting market research for small business owners:
  • Start with your own customers. Talk to your existing customers to get their feedback on your products or services. What do they like? What do they dislike? What would they like to see changed?
  • Use online tools. There are a number of online tools that can help you conduct market research, such as Google Trends, SEMrush, and SurveyMonkey.
  • Attend in-person and virtual industry events. Attending industry events is a great way to meet potential customers and learn about the latest trends in your industry.
  • Network with other businesses. Networking with other businesses can help you get feedback on your products or services and learn about new opportunities.

Market research can be a daunting task, but it is essential for small business owners who want to succeed. Utilizing this as a foundation for your business, asking key questions and employing effective research strategies, you can gain valuable insights about your target audience, industry trends, and competition. It will ensure you are making informed business decisions leading to a higher success rate. This knowledge will help you tailor your products, refine your marketing strategies, and position your small business effectively within your niche. Market research serves as a guiding compass you will soon find you can’t function without.

Key Terms:

  • Market Research
  • Target Market
  • Competitive Landscape
  • Trends
  • Value Proposition
  • Demographics
  • Psychographics
  • Needs and Wants
  • Pain Points
  • Competitive Analysis
  • Industry Trends


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