This document discusses online market research for digital businesses. It defines online market research as collecting information from the internet to learn about target audiences, products, or markets. The document outlines benefits like global reach, flexibility, and low costs. It describes three main types of online market research: customer satisfaction research, new product research, and understanding brand loyalty. Finally, it recommends several tools for conducting online market research, including Google Trends, Google Analytics, SurveyMonkey, and Social Mention.

1. Conducting online market
research for my digital
business

2. 2
Module M5 Analysing digital business trends
Competence
unit
U5.2 Researching digital
business market
Learning
outcome
Describe different tools to
perform online market
research
Type of
resource
PowerPoint Presentation
(PPT)
Type of
learning
Face-to-face
Resource title
Conducting online market
research for my digital business
Learning
hours
1h
Contents
- Definition of online market research
- Benefits from conducting an online market research
- Types of online market research
- Tools to perform online market research

3. ONLINE MARKET RESEARCH
A definition

4. What is online market
research?
Online market research is a
research method that involves the
collection of information from the
internet. The goal is to gather as
much knowledge/information
about a target audience, product
or target market as possible.
4

5. What is online market
research?
5
Social media has been a
catalyst in the entire
process of online research
in terms of the access to
the database and the
experiments that can be
conducted on different
platforms.
Source: pixabay.com

6. What is online market
research?
Online market research provides your
digital business with concrete data to
analyse before making important
products, services, or organizational
decisions. This collected data can
take the form of objective figures or
subjective feedback. Once hard data
and opinions are collected, the
responses are analysed for trends to
help the company make informed
decisions
6

7. 7
Why is it so
important to
perform online
market
research?
Source: commons.wikimedia.org

8. Benefits for conducting online market research
▪ Professional development
▪ Global reach
▪ Multiple target platforms
▪ Flexibility
▪ Customization
▪ Speed
▪ Cost effective
▪ Easy to use 8

9. 9
Did you know
that there are 3
main types of
online market
research?
Are you
curious to find
out more?
Source: en.wikipedia.org

10. MAIN TYPES OF ONLINE
MARKET RESEARCH

11. Usually is conducted
through an online survey;
the customers get a mail
asking them to give their
feedback on their recent
experience with a
product/service/business
Type 1: Customer satisfaction research
11Source:publicdomainpictures.net

12. Type 2: New product research
12
New product research
It can be carried out by
testing the product with
a group of selected
target audience
individuals and
collecting feedback
almost immediately.
Source: en.wikipedia.org

13. Type 3: Understand brand loyalty
13
This type is surely a big
deal so you could conduct
an online research to know
what attracts a customer
to your particular
brand/service/product or
the points that are
currently keeping them
from being loyal to your
brand/service/product
Source: pxhere.com

14. “
14
Are you wondering
what kind of tools
could novice digital
business
entrepreneurs use
to perform
successful online
market research?

15. ONLINE MARKET RESEARCH
DIGITAL TOOLS

16. THE TOOLBOX
Online surveys, polls, online questionnaires,
digital forms, e-focus groups, are various tools
of online research that are vital in gathering
information essential for market research.
Online research can be carried out for product
testing, the targeting of an audience, database
mining, customer satisfaction et al. 16

17. Here are some
niche tools you
can use to
perform an
online market
research! 17

18. 18
TABLEAU
Tableau is a data
visualization tool that helps
you see and understand
market research data with
analytics, visualization and
business intelligence. You
can create and distribute an
interactive and shareable
dashboard which trends and
variations with colorful
charts and tables.
Source: https://www.tableau.com/

19. Google Online Market Research Tools (1)
Google Trends
Google Trends has the feature
of factoring in data from its
search engine in addition to
social platforms. This gives
you a more comprehensive
perspective on the news,
opinions, posts and
perceptions that affect your
brand. 19
Google Keyword Tools
This Google tool shows you the
volume of keyword searches,
how competitive those
keywords are, and how
keywords are related to each
other. If you want to learn
about the mental associations
that consumers have between
products, concepts, and events
you can easily find it here.

20. Google Online Market Research Tools (2)
Google Analytics
It can provide feedback as to
how your customers are
behaving whilst on your
website. It may show you
which products many view,
but few buy (or vice versa) and
it can illustrate what social
media channels your
customers are responding to. 20
Think with Google
It’s a resource for everything
from high-level insights to
deck-ready stats and useful
tools. You’ll find the data that
Google is exploring and the
trends they track along with
forward-looking perspectives
and behind-the-scenes looks
at digital campaigns across
platforms and audiences.

21. 21
Think With
Google's
Marketer's
Almanac
offers
interesting
insights on
how people
browse and
buy.
Source: nicksoni.com

22. 22
SOCIAL MENTION
Social Mention is a real-time
search platform that
coaches you up on what’s
trending in the world of
social media. It aggregates
user-generated content
from across the universe
into one single feed of
information. You can see
aggregated data from over
80 social media properties
based on “strength”, or the
likelihood that a brand is
being discussed.
Source: woorank.com

23. Questback is a premium
service that bridges the
gap between your
business and your target
market. It can undertake
in-depth research on your
behalf and provide
invaluable feedback
quickly and efficiently. 23
QUESTBACK
Place your screenshot here
Source: questback.com

24. Online Survey Tools (1)
SURVEYMONKEY
SurveyMonkey is a
powerful tool for creating
in-depth surveys that will
help you understand the
market and consumer
preferences.
24
Source: envoca.co.uk

25. Online Survey Tools (2)
25
KEYSURVEY
KeySurvey is a
tool that allows for
the creation of your
own online
questionnaires,
you are however
required to source
your own
participants.
Source: keysurvey.com

26. WRAPING-UP
All-in-all, online market
research tools are more cost-
effective, less time consuming,
and enable market research
professionals to view, analyse,
and utilize data in multiple
business applications to make
the most informed business
decisions possible. Are you
planning to use some of these? 26

27. This project has been funded with support from the European Commission.
This publication reflec ts the vi ews onl y of the aut hor , and the Commission cannot
be held responsible for any use which may be made of the information contained therein.
Project Number: 2018-1-UK01-KA202-047909