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Tyson Stockton
Tyson Stockton 2020/08/26

The Challenge of Conducting Market Research

Voices of Search Time to read: 1 min

GUESTS & RESOURCES

Episode Overview:

In today’s episode host Ben Shapiro speaks with Searchmetrics’ CMO Doug Bell about market research challenges in the current marketing landscape. In part one of their conversation they discuss when is the best time to perform market research and why. 

Conducting market research helps large corporations understand their total addressable market (TAM) and the variables and dynamics affecting the market. SEO keyword research gauges consumer appetite for a particular product, and market research functions similarly in that aspect. Obtaining a substantial sample size is a particular challenge when research delves into examining niche markets. Research firms with experienced data scientists can dive into niche markets but it can be an expensive investment.

Another challenge with market research is how reliable and timely the data remains as markets can experience sudden volatility from several variables. Larger corporations with deep pockets have options available to circumvent these issues, but some smaller corporations and brands find themselves priced out from them. Keyword research is a great, cost-effective way for smaller brands to gain some immediate market insights.

Relying on search data and SEO analysts to interpret it are key for smaller brands looking to acquire a sizable portion of market share.

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Tyson Stockton

Tyson Stockton

Tyson has over 10 years' experience in the digital marketing industry. As Vice President of Client and Account Management, Tyson manages the Enterprise Client Success team and SEO Consulting efforts at Searchmetrics. Tyson has worked with some of world’s largest enterprise websites including Fortune 500 and global eCommerce leaders. Prior to Searchmetrics, Tyson worked on the in-house side managing the SEO and SEM efforts of a collection of 14 sports specialty eCommerce companies in the US, Europe and Australia.

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