Conducting Market Research in Localized Areas
09 Nov 2020

Conducting Market Research in Localized Areas

Conducting Market Research in Localized Areas

Targeting larger markets via online surveys has become easier than ever given the amount of flexibility provided by the internet to reach respondents from all over the globe. However, it is important for businesses to understand how to gain access on the local levels, in places with fewer people or niche populations. 

When it comes to gathering insights from an audience at the county or town level, it is crucial for market researchers to determine the most cost-effective and innovative approaches while ensuring accurate representative results. Here are five practices to employ when reaching localized markets:

Extensive Online Respondent Panel For Niche Markets

In market research it is imperative for researchers to find a partner who can help them uncover data in niche markets by providing them with an online respondent panel. Researchers should have an established sample that is representative of both, new explorers in the market, and seasoned consumers who have shown loyalty to certain brands or publishers. These often are the hardest-to-reach audiences, hence the need for a strong sample company. 

Merge Multiple Respondent Panels 

Accessing multiple respondent panels will ensure that you are getting insights from as many respondents as possible. Each panel has its own distinct recruitment method for research. Merging panels increases the likelihood that you will get enough sample to fill all quotas for the market. This will ensure the most reliable data for businesses that are looking for guidance on their strategies in local markets. 

Social media & SEM 

Commissioning targeted ads on social media and search engines will ensure that you are reaching your desired audience. Promoting the survey in targeted areas provides a direct link to consumers who may have not been reached through a respondent panel, but may still be interested in providing insights. 

Use Mixed-Mode Methodology: CATI & Online 

Employing a hybrid sample collecting method such as mixing CATI (Computer Assisted Telephone Interviewing) and online surveys allow for more in-depth access to narrow populations. It can help to employ this when designing an approach for reaching suburban and rural areas. 

CATI can also be particularly effective when trying to gather insights from respondents who might not have computer access to complete the survey online, but do have a phone where they can be reached. Using a mixed-mode methodology like this ensures you are not missing out on data points from certain cohorts. 

Weighting for Rural Areas

Weighting is a correction technique that is used by survey researchers where a statistical adjustment is made to the survey data after it has been collected in order to improve the accuracy of the survey estimates. Using this technique correctly is crucial, especially for rural areas, because if not done right, it can cause the data to be misleading. This can cause ineffective strategy implementation for companies who are looking to grow. 

Conducting Localized Research Conclusion 

Gathering insights from consumers on the local level can be a challenge. However, data from local markets can often have an impact on overall strategy for businesses. Therefore, it is important for researchers to understand how to use cost effective methods to gather data from these regions. Make sure to follow these practices to ensure conducting research in localized areas is less challenging. 

Read some of our recent case studies and blogs here to learn more about business and consumer research:

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Thinking about conducting market research? Check out Provoke Insights research services here.


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