Before diving into Phase 2 of our market research process, I suggest reading the series introduction and Phase 1 article to get caught up. Since each phase builds on the last, it’ll be helpful to have the full context of where we’ve been to better understand where we’re going.
In the previous article, we took an inventory of existing data to gain a snapshot of what’s already known. Now, in Phase 2, it’s time to define what you still want or need to learn. This phase of clarifying your goals is where curiosity becomes clarity and where the research purpose takes shape.
What It Means to Clarify Research Goals
At its core, clarifying research goals means getting specific about what you want to know, why you need to know it, and how you’ll use it once you do.
It’s the bridge between questions and action. The point where ideas become a focused research plan. Rather than jumping straight into survey design or data collection, this phase asks teams to pause and define success before any research begins. The more intentional your goals, the more actionable your insights will be.
How to Clarify Research Goals
Start by revisiting the insights and gaps identified during your Data Inventory Assessment. What questions remain unanswered? Which assumptions need testing? And which business decisions will be influenced by this research?
From there, work with stakeholders and decision-makers to clearly articulate your research purpose. This collaboration ensures alignment across departments. That way marketing, product development, operations, and leadership all share an understanding of what you’re hoping to achieve.
Here are a few guiding steps:
Define the “Why.” Identify the strategic reason behind the research. For example, are you aiming to improve customer retention, explore new markets, or refine messaging?
Specify the “What.” Outline the key information you need to uncover — such as perceptions, behaviors, motivations, or satisfaction levels.
Visualize the “How.” Determine how results will be applied in the real world. Will they guide campaign strategy? Inform product innovation? Strengthen customer experience?
Set success criteria. Clarify what a “useful outcome” looks like — whether that’s actionable recommendations, validated hypotheses, or stakeholder buy-in for a strategic shift.
When done well, this process keeps research intentional and outcome-focused. It transforms abstract curiosity into targeted inquiry, ensuring that every question asked has a reason for being there.
Why It Matters
Clarifying your research goals prevents one of the most common pitfalls in market research: collecting data for data’s sake. Without clear goals, even the best-designed survey can produce results that are interesting but ultimately unhelpful.
By defining what you want to learn and why, you:
- Ensure your research supports strategic decision-making.
- Keep teams aligned on priorities and expectations.
- Avoid unnecessary questions or irrelevant data collection.
- Maximize efficiency, both in project design and analysis.
- Establish a framework for interpreting results with confidence.
This phase is also a valuable opportunity to engage stakeholders early, building shared ownership and ensuring the findings are embraced once they’re in hand.
Final Thoughts
Clarifying research goals turns information gathering into strategy-building. It brings direction, focus, and purpose to the entire process ensuring every data point collected serves a meaningful role in moving your business forward.
Next, we’ll be covering Phase 3: Collect & Analyze Feedback which is about using your research goals to guide action. Going beyond standard questionnaires, we’re going for human-centered data collection that connects with the right people, asks the right questions, and gathers insights that truly matter.
For over 40 years, we’ve been empowering brands with the data-driven clarity, knowledge, and wisdom needed to thrive. To learn how our strategic approach can be put to work for you, give us a shout or schedule time for an intro call!
