Summary

In this phase you have:

• Narrowed your list of research questions to those that will be used to plan, alter, justify, support and/or promote aspects of your program. Market research findings must be used to be worthwhile.
• Identified expertise to ensure that your research is well designed and well conducted.
• Gotten the most from secondary information sources.
• Collected new data to provide insights into the target audiences.
• Summarized your findings and analysis in a report.

With an in-depth understanding of your audience, you’re now ready to move on to Phase 3 and Create Marketing Strategy.