Business 12, Volume 1 Issue 12

When Market Research Is Too Much Research


Listen to the gurus out there and you would think that market research is the end all and be all of what you should be doing when it comes to planning your business’ next step. And though important on some level, it isn’t THAT important. Like yes, it is al-so ok if you don’t do it. (Shocking I know.) 

The truth is that you know your industry already and you have a pretty darn good idea about what your competitors are up to. And for the most part that is all the information most brands need to know about their industries. 

When we start delving into market research on a deeper level it is far too easy for us to get lost and influenced. 

Lost about who we are and influenced by who we think we should be. 

And because this is a completely natural and instinctual response it is hard to allow the logics of your head to outweigh the feelings of inferiority that are in your heart. 

So when is market research too much? 

Most often always. 

But does that mean, that you should do no research? Of course not. 

Your business and the bottom line is better off researching the true struggles of your audience. And the only way to do that is to get to know your audience. To live, work, laugh and share a few glasses of wine with them. Because it is human nature to com-pare yourself with others. It is also human nature to lie when asked a direct question -i.e. Focus groups. 

But our actions and especially our actions over time is harder to lie about. 

So yes, go love on your peeps and they will show you everything you need to know about what to do next about your business. 

The truth is that you can’t build your EmpiHER® solo. You are an expert in your industry and that is where your focus should stay. The 3 Impressions® team ( is designed to be your virtual in house branding and market-ing firm dedicated to helping you make powerful first, last, and lasting impressions (because “Yes!” you are always making 3 impressions®.)