You Need Research if … 19 Market Research Examples That Signal It’s Time
November 20, 2025
Perhaps you’re a business owner in search of market data you can trust to help you make business decisions. Or a marketing director looking to assess brand perception before taking a strategic turn in direction. That’s where a market research firm like Vernon Research Group can help.
You might be thinking that AI can do that. While AI can summarize existing general knowledge, it cannot create new knowledge on its own. It’s a predictive tool trained on public data — information that may be outdated, biased or entirely irrelevant to the market in which you operate. Betting your business strategy (and possibly your future) on an algorithm’s guesstimates creates significant risk. Quality data and a deep understanding of human behavior are where a traditional market research firm excels.
Here are 19 specific scenarios we frequently encounter that help clients identify when it's time to bring in the pros.
Product, Pricing & Growth Decisions
You need market research if:
You’re launching a new product and aren’t sure if anyone will buy it.
Your sales are dropping and you need to understand the human “why” that raw data alone can’t explain.
Customers are choosing your competitors, your market share is slipping and you don’t know why.
You’re trying to set a price and need to know what people are willing to pay.
You want to enter a new market and need to understand the landscape, expectations and risks first.
You’re considering a large investment in a specific area of the business and want evidence it’s the right move.
You want to draw new customers beyond your existing base and need to understand what will attract them.
The same strategic questions keep coming up internally, and no one has the data —or confidence — to answer them.
Brand & Advertising Decisions
You need market research if:
You’re planning a rebrand — a new name, visual identity or refined brand story — and want to test concepts before you commit.
You need to know if your advertising is reaching the right people, changing perceptions or which version of an ad or video performs best.
Understanding Your Audience & Customers
You need market research if:
You need a better understanding of who your current audience is and how well that matches your ideal target audience.
You care about the opinions of your customers/patients/clients/donors, and it’s been a couple of years since you asked for their input.
When DIY Research Isn’t Enough
You need market research if:
You’re too close to a project to be impartial and need an unbiased, expert perspective.
You know you need deeper insight but aren’t sure what to ask, how to ask it or where to find the answers.
You can’t realistically devote the time or focus needed to run a research project well.
You’re relying on a free survey tool and no one outside your organization has reviewed your questions for bias, clarity or logic.
Employee & Organizational Change
You need market research if:
You need to measure employee engagement, drivers of morale or the root causes of turnover.
You want to improve your organizational culture and need an objective baseline before you invest in changes.
Your organization has gone through a merger or acquisition since your last employee engagement survey.
If you recognize your own strategic questions on this list, it’s time to get answers. The team at Vernon Research Group is ready to help you move forward with confidence.
Authors Robin Frost, Managing Director, and Andrew Juhl, Senior Director of Qualitative Research, are experienced market researchers with Vernon Research Group.
