Market research businesses in Zambia

Systematic process of collecting, analyzing and interpreting information about a target market
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IPSOS Zambia
Marketing research
Focused on helping clients in the areas of market understanding, portfolio optimisation and omnichannel shopper challenges, IPSOS Zambia is continuously working to deliver solutions that are faster, real-time, in-the-moment and, at the same time, more advisory to help our clients succeed.

Market research

Systematic process of collecting, analyzing and interpreting information about a target market

Organisations who are involved in investigating target markets and customers in Zambia, both in terms of marketing research (marketing processes) and specific market opportunities (market research). Marketing research in Zambia is the provision of services related to gathering, recording and analysing data related to marketing products and services in Zambia. Market research in Zambia is the provision of services related to identifying and analysing the needs of the Zambian market, size and its competition.

Market research helps entrepreneurs make well-informed decisions. It can take the guesswork out of innovation, and funnel resources into ideas and projects that hold the most potential. Businesses at different stages of growth carry out market research for different reasons. There is a list of ways of how businesses can use market research:

  • Determine the feasibility of a new business. If market research indicates there’s little or no demand for the product or service, the business is unlikely to succeed.
  • Identify and develop potential new markets.
  • Keep close tabs on marketing trends and develop strategies on how to stay ahead or adapt to changing market conditions.
  • Test the demand for new products or features.
  • Ensure optimal product placement – how, when and where should a product enter the market.
  • Improve and innovate their business. You can identify issues with certain business aspects such as customer service early. This can help companies overcome costly disruptions later.
  • Boost the success of their promotional campaigns. By gauging customer sentiment and understanding the perception of their brand, businesses can better shape their branding and marketing strategies.

How To Do Market Research?

There are two types of market research data: primary information and secondary information.

  • Primary information is first-hand data gathered from original sources. You either collect the data yourself or hire someone to do it for you. The bottom line is that you control the process from A to Z.
  • Secondary information is information and data that has been gathered by others and is publicly available either online or offline. This could be data published in newspapers, reports, journals and so on, or information freely available online. The downside is that everyone has access to this information and you have had no control over the collection methods.
  • Types of information collected through both primary and secondary sources can be either qualitative or quantitative.
  • Qualitative information helps you gain a better understanding of how people feel about certain topics. You can ask them what they think and how/why they make choices that they do. The best sources to collect qualitative information include in-depth interviews, focus groups, and direct observations.
  • Quantitative information is statistical data and tends to be more structured. Closed question Questionnaires and surveys fall under this type of information.

Find the Zambian companies that can provide market research for your organization. They will be listed in this category.