​For any business to succeed, it must have something unique. This could be intellectual property, capital, reputation, location, competitive advantage, or even circumstantial luck. However, the sine qua non of today's digital landscape is information. To thrive, a business must understand its competitors, the behavior and preferences of its consumers, the dynamics of the market, and effective marketing strategies: the core elements of market research. Without market research, a company marches its army blindly into an open field and waits for an ambush. Instead, firms should equip themselves with the best scouts, cartographers, and strategists to leverage their strengths and succeed in the marketplace.

• "Marketing without data is like driving with your eyes closed." – Dan Zarrella, author of four books on marketing

To remain competitive, businesses must have a deep understanding of their customer base, including their expectations and preferences. Market research on customer behavior and demands yields critical insights that can refine strategy and boost productivity. For example, if you plan to open a butcher shop and your researchers tell you that a neighborhood is primarily vegetarian, market research has just saved your business from a costly mistake. The same logic applies to any business: hiring skilled researchers provides data, insights, and suggestions that allow you to focus on the right customers, tailor your products, and adjust your strategy.

• "Your most unhappy customers are your greatest source of learning." - Bill Gates

Market research isn't just about potential customers before you enter the market; it's also about continuously ensuring current customer satisfaction and learning from those you failed to service. Understanding what your customers want and what your competitors are failing to deliver enables you to adapt your business to serve your community better.

• "Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves" – Steve Jobs

Market research allows your firm to get closer to your customers. More than anything, you need to know why you're failing some customers to adjust and capture more of the market. However, this data is not always reliable, accessible, or available. Market research allows you to grow your business to meet the demands of those prepared to partner with you.

​At Terac, we're prepared to help you grow your business by understanding your environment. Our technology connects you with your customers through scalable, adaptable, and professional interviews alongside programs to incentivize their participation. Our systems identify the most valuable customers for your analytic goals, produce feedback-oriented research through calls that adapt to the customer's values and opinions, and yield valuable and worthwhile insights into your firm's businesses, choices, and performance. If you want a partner to perform your market research with cutting-edge technology that adapts to your needs, trust Terac.