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  • Writer's pictureTMC

Identifying customers and their needs is critical during recessions

Economic conditions look bleak. Should your company spend more? Will you need to cut some projects? Will you even be able to make payroll in six months?

market research and recession
The accurate market research can help you identify and predict changes in your main source of revenue

Recessions are a stressful time. Businesses that don’t plan carefully may not survive until better conditions appear. It can be tempting to cut spending, holding out for better days. Some spending cuts may be necessary, but when it comes to market research this can be a serious mistake. The accurate market research can help you identify and predict changes in your main source of revenue, your customer base and avoid future roadblocks.


New Financial Environments Change Customers.

Recessions aren’t only slowdowns in the economy. They can radically change your customers and their buying needs and habits. Some customers may be gone for good, and trying to bring them back can result in extreme waste of scarce resources. Additionally, new market segments and niches may develop. What was once a small group of potential buyers can grow into a fertile new source of revenue seemingly overnight.


Your customers may not change, but how they spend money will. Your clients are dealing with the same financial realities and want assurance their money and time are well invested. Market research will help you spot key customer fears and needs. This added knowledge can help you adjust your business's messaging and your marketing strategies to increase customer engagement and sales.


Competitors Are Finding New Opportunities With Market Research.

Identifying customers and their needs is critical during recessions.

You may not be focusing on quality market research, but your competitors are. Experienced business owners know that times of uncertainty contain both danger and opportunity. Identifying customers and their needs is critical during recessions. Smart business owners know how to stay profitable, but they also know how to stay in business. Market research is key to understanding a changing business landscape so companies can successfully adjust offerings or pivot into new areas.


Who’s your top competitor? How long have they been in business? How many times has their business changed over the years? Many successful businesses have made adjustments over their lifetimes, and your competitors are no different: Moving into new market segments, introducing new products, rebranding to improve their visibility to new and existing customers. These changes can mean the difference between thriving during economic downturns, or going out of business entirely. Market research can give you the hard data you need to successfully outperform your competition.

Has your company conducted any market research in the last six months?

  • Yes

  • No

  • I don´t know


Focus Your Message for a New Economy.

Recessions are the most important time to look at market research. Economic challenges affect everyone in different ways. Your existing and potential customers are looking at the world with new hopes and concerns. Products, messaging, and branding must align with these changes so you stay relevant in a changing marketplace.


Your customers already love what you provide, but they know that recessions may change their needs and budget. Adjusting your company’s messaging and offers can signal that you understand the new financial realities, and can be a reliable partner in the future. Leadership isn’t just something you do inside your business. Real leadership can reach out to your customers and help them find direction, even during recessions. Quality market research can make all the difference!


Currently doing market research is affordable for small and medium-sized companies.


Currently doing market research is affordable for small and medium-sized companies. We have developed an online survey system to evaluate consumer satisfaction, customer buying habits and brand preferences that is very simple, economical and effective. Businesses that are constantly evaluating the needs of their customers are the most likely to stay in business.



 


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