Vanguard Economics has provided market research services to global FMCG brands, regional manufacturers and food processors, global consultancy services, and investors in the services sector.

Vanguard Economics can help you understand your market and grow your business in East Africa.

Our market research services include:

1. Consumer focus groups
2. Consumer insight surveys
3. Product / Service Use Research
4. Immersive observation-based research
5. Buyer Persona Research
6. Market Segmentation Research
7. Pricing Research
8. Competitive Analysis
9. Customer Satisfaction and Loyalty Research
10. Brand Awareness Research
11. Campaign research
12. Size of market research

What Is Market Research?

Market research examines consumer behavior and trends in the economy to help a business develop and fine-tune its business idea and strategy. It helps a business understand its target market by gathering and analyzing data.

Market research is the process of evaluating the viability of a new service or product through research conducted directly with potential customers. It allows a company to define its target market and get opinions and other feedback from consumers about their interest in a product or service.

Primary Market Research vs. Secondary Market Research

Market research usually consists of a combination of:

• Primary research, gathered by the company or by an outside company that it hires
• Secondary research, which draws on external sources of data

Benefits of Market Research

Market research is essential for developing brand loyalty and customer satisfaction. Since it is unlikely for a product to appeal equally to every consumer, a strong market research program can help identify the key demographics and market segments that are most likely to use a given product.