The five different types of research

In the third blog in our series inspired by a recent Momentum ITSMA roundtable, we outline the main types of research by purpose, to bring clarity to internal and external conversations.

• Research solution: Buyer persona intelligence.  
• Purpose: This type of research is used to unlock insights into buying triggers and blockers, so you can position and message effectively.
• External research pool: Current/prospective clients.
• Internal audience: Marketing teams, product development teams, and business strategists who are responsible for launching new offerings and ensuring their success in the market.

• Research solution: Reputation tracking.
• Purpose: The goal is to gain insights into how the market views your organization, its products, and its competitors. This helps in shaping marketing strategies and improving brand positioning.
• External research pool: Current clients, past clients, prospects.
• Internal audience: Brand managers, marketing teams, and executives interested in brand reputation and competitive positioning.

• Research solution: Competitive intelligence.
• Purpose: This research helps sales and account teams amplify your strengths and expose competitor weaknesses.
• External research pool: Current clients, past clients, prospects.
• Internal audience: Sales teams, account managers, and business development professionals who need actionable insights to improve their client interactions and sales outcomes.

• Research solution: Competitive benchmarking.
• Purpose: This type of research provides tangible proof points about competitors, whether they are investing in new capabilities, regional expansion, sector specialism etc.
• External research pool: Current clients, past clients, prospects
• Audience: Executives, finance, and HR teams involved in strategic planning and resource allocation.

• Research solution: C-sat, win-loss, voice of the customer
• Purpose: The focus here is on pinpointing the moments that matter to your customers and partners, so you can craft a better experience and offer.
• External research: Current and lapsed clients, prospects
• Audience: Customer experience teams, product managers, and service teams who are focused on enhancing customer relationships and retention.

I'll be exploring more of these themes in my session Insight to Influence: Crafting Brand Value and Thought Leadership at our flagship event in London on June 24. Secure your ticket for Rethink: The Future of Client-Centric GTM now.