Market research is a process of gathering information to gain a deeper understanding of users as well as the relationship between users and brands. Therefore, market research is an integral part of any marketing campaign. Basically, market research is divided into two main types: Syndicated Research and Custom Research. Each type has its own advantages, which will solve different problems of the brand. In the framework of this article, three questions will be answered: (1) What is Syndicated Research? (2) What is Customized Research? (3) Syndicated Research or Customized Research for the Brand Problem?

1. What is Syndicated Research?

Syndicated research is a type of research conducted independently, whose findings can meet the needs of many brands. The subject of Syndicated Research is usually Major Topics, which is inclusive of an industry or a community of users. Syndicated Research does not follow the requirements of a specific customer, so the research results can be suitable for the entire market. Syndicated research will be more cost-effective compared to Customized Research, which only serves the needs of one customer. The results of Syndicated Research are often presented in the form of reports, which can be served as a valuable reference source to any brand, especially those looking to enter new markets. In addition, for brands that have not studied the industry in a long time, Syndicated Research is also a way to quickly update knowledge.

For example:The overview study of the washing machine market shows: More discounts do not mean higher purchase intention. A discount of 50% or more will cause users to begin to doubt the quality of the product. Instead, a discount that does not exceed 15% will promote the best purchase intention. Any brand belonging to the washing machine industry can take advantage of the results of this research for its promotional campaign, as this is the general trend of the market.

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2. What is Customized Research?

Unlike Syndicated Research, Customized Research is the type of research that is done at the request of a specific customer. Research Topics and Questions are designed based on the brand's own concerns.The results of the research are in the ownership of the client. In the case of Syndicated Research, the results of the research will be owned by the entity conducting the research. Due to its focus on addressing the needs of a given brand, Customized Research has deeper analysis, and higher applicability, but the scope of application is also narrower than Syndicated Research.

For example: One brand of washing machines is aimed at older, married women. The brand's message is to save water. After a while, the brand noticed that the above message was not responded to by the user group. At this time, a study can be conducted to find out the cause and make recommendations for the brand. The results show: With the older group of women with families, they are often interested in the anti-wrinkle feature of the washing machine to save time on housework. This result should help improve the problem of this brand, but cannot be applied to other brands, due to the difference in the target user group.

See also: Washing Machine Goods Industry - Interesting Psychological Contradictions of Users

3. Syndicated Research or Customized Research for the Brand Problem?

Syndicated Research and Customized Research both have their own strengths. With the ability to provide a comprehensive view of the market, Syndicated Research contributes to building the foundation of a campaign. Next, Customized Research can be conducted to provide an in-depth perspective based on the brand's situation, thereby making appropriate adjustments to the marketing plan. However, there are certain differences between Customized Research and Syndicated Research that make it difficult to replace each other. Brands will not be able to achieve the desired results if they use Syndicated Research to address narrow or specific topics. Conversely, brands waste resources if they use Customized Research for overviews that can be solved with Syndicated Research.

Learn about Buzzmetrics' Syndicated Report Hub online reporting library here.

The Syndicated Report Hub online reporting library aggregates research proactively conducted by Buzzmetrics based on observations of common market needs. These studies do not serve a specific customer but will provide a panoramic view of users and the goods industry on the social network.