In my last post I wrote about getting all chummy with your prospects. In this post I’ll address industry research, which is likely the easiest to do.

First, let’s talk reasoning. Why do industry research? It’s important to get a feel for what’s going on in a client or prospect’s industry, if you are to do a good job. You’ll want to learn what the trends are, common challenges, who the major players are, where your client or prospect fits in to the scheme of things and such. With this information under wing, you can not only talk intelligently with your client, your can also create a better design solution. Research and solutions based on facts is what graphic design is all about. Without it, it tends to be nothing more than graphic decoration. You’re better than that.

Your industry research can start at your initial meeting with the client or prospect. Make a point to ask them for industry press (and then read it). Ask them questions about what’s what in their industry. If there’s trade jargon you don’t quite get, ask what this or that means.

Next, fire up your favorite browser and start poke around the Web. Odds are, you’ll find loads of information. Visit trade association sites. They’re usually ripe with current trends and related information. If you have some dough to toss around, trade organizations often have fairly current research studies you can purchase. Sometimes they’re even free.

Google up some articles about the industry. Cruise over to industry consultant sites. Consultants will often have white papers and/or articles that will help you out. Also, consider calling some industry suppliers. They often have a finger on the industry’s pulse and know what’s really going on behind the scenes.

For more involved studies, the Internet offers several survey creation sites, such as Zoomerang.com and Surveymonkey.com. Both offer free surveys and paid options. When your budget allows, research studies, focus groups and such can be conducted by partnering with an outside firm.

Time invested in research will enable you to make confident design decisions. It provides a framework and helps to focus your thinking. Contrary to what some designers may think, research doesn’t stifle your creativity, it empowers it. Without it, you’re often shooting in the dark. Marketing research provides you with the ability to present your solutions and make a sound case for them. Any day of the week, that’ll beat, “Well, here are my designs. Ain’t they purdy?”

Next up, we’ll be addressing the audience, also known as your client’s end customer.

Until the next
Marketing Minute
all the best,
nt