How to Conduct Effective Online Market Research for Foodservice

Kickstart your research with a clear objective

Before diving into online market research, it’s crucial to have a clear objective. What do you want to achieve? Are you looking to understand customer preferences, identify market trends, or evaluate competitors? Defining your goals will guide your research and ensure you gather relevant data.

For instance, if your goal is to understand customer preferences, you might focus on analysing customer reviews and social media interactions. On the other hand, if you’re evaluating competitors, you might look at their online presence, product offerings, and customer feedback. Here at iWeb, we always start with a clear objective to ensure our research is focused and effective.

Identify your target audience

Knowing your target audience is essential for effective market research. Who are your customers? What are their demographics, interests, and behaviours? Understanding your audience will help you tailor your research and gather insights that are relevant to your business.

You can use tools like Google Analytics, social media insights, and customer surveys to gather data about your audience. For example, if you’re targeting young professionals, you might focus on platforms like LinkedIn and Instagram. Our expert developers at iWeb use advanced analytics tools to identify target audiences and gather valuable insights.

Utilise online surveys and questionnaires

Online surveys and questionnaires are powerful tools for gathering customer feedback. They allow you to ask specific questions and gather detailed responses. You can use tools like SurveyMonkey, Google Forms, or Typeform to create and distribute surveys.

When designing your survey, keep it short and focused. Ask clear, concise questions and provide multiple-choice options where possible. For example, you might ask customers about their favourite foodservice products, their purchasing habits, and their satisfaction with your service. The team at iWeb often uses surveys to gather customer feedback and improve our services.

Social media is a goldmine of customer insights. By analysing social media interactions, you can understand customer preferences, identify trends, and gauge sentiment. Tools like Hootsuite, Sprout Social, and Brandwatch can help you monitor and analyse social media activity.

Look at what customers are saying about your brand and your competitors. Pay attention to comments, likes, shares, and hashtags. For example, if you notice a lot of positive comments about a particular product, it might be worth promoting it more. iWeb’s e-commerce expertise includes leveraging social media insights to drive business growth.

Study your competitors

Understanding your competitors is crucial for staying ahead in the market. Look at their online presence, product offerings, pricing strategies, and customer feedback. Tools like SEMrush, Ahrefs, and SimilarWeb can help you analyse competitor websites and online activities.

For example, you might look at your competitors’ website traffic, keyword rankings, and social media engagement. This can give you insights into their strengths and weaknesses and help you identify opportunities for your business. Our talented team at iWeb uses competitor analysis to develop effective strategies for our clients.

Leverage online reviews and ratings

Online reviews and ratings provide valuable insights into customer satisfaction and preferences. Platforms like Trustpilot, Yelp, and Google Reviews allow customers to share their experiences and rate products and services.

Analyse the reviews to identify common themes and trends. Look for positive feedback to understand what customers like and negative feedback to identify areas for improvement. For example, if customers frequently mention slow delivery times, you might need to improve your logistics. iWeb’s track record in e-commerce includes helping clients leverage online reviews to enhance their services.

Use data analytics tools

Data analytics tools can help you gather and analyse large amounts of data quickly and efficiently. Tools like Google Analytics, Adobe Analytics, and Tableau provide detailed insights into website traffic, customer behaviour, and market trends.

For example, Google Analytics can show you which pages on your website are most popular, how long visitors stay on your site, and where they come from. Adobe Analytics offers advanced features like real-time data analysis and customer journey mapping. Our talented in-house team at iWeb uses these tools to provide clients with actionable insights.

Implement findings into your strategy

Once you’ve gathered and analysed your data, it’s time to implement your findings into your business strategy. Use the insights to make informed decisions about product offerings, marketing strategies, and customer service improvements.

For example, if your research shows that customers prefer online ordering, you might invest in a user-friendly e-commerce platform. If you identify a growing trend in plant-based foods, you might expand your product range to include more vegan options. At iWeb, we help clients implement data-driven strategies to achieve their business goals.

Reach out to iWeb today to learn how we can help you with your digital transformation. Our expertise and experience in e-commerce spans three decades, and our talented UK team is ready to assist you. Contact iWeb to get started on your journey to success.