What is the role of Marketing Research?

What is the role of traditional market research, such as surveys and focus groups, in the digital marketing world?

• Answer:

  The difference and role of "Traditional" market research and "Digital" market research can be related to the difference of "Outbound marketing" and "Inbound marketing".  "Traditional" market research such as surveys and focus groups can reach audiences that may not decide to take an action through a digital channel.  Marketers have to be aware that those who decide to fill out surveys online may not be representative of their target demographic. Traditional market research through cold-calling surveys to the actual demographic representative of a company's target market can give a more accurate read of results.  Note how its calling out to people, akin to outbound marketing tactics such as direct mail. It's true that "traditional" marketing is subject to similar scrutiny - that those who participate in surveys may not be an accurate representation of target market, though it can reach a broader audience than waiting for people to come to a site and take an action.  From working on both sides of the marketing research spectrum, I see the value in both and encourage large brands to continue to utilize both tactics, which they still do and show no signs of stopping.