Market Research

Market Research at McGowan Marketing

In business, it’s not so much a question of ‘To be or not to be?’ more likely ‘To do or not to do?’ There are so many decisions to make, and quite often there is a lot riding on making the right one!

While intuition and experience play their part in business decision making, it is shrewd to be as thorough as possible, taking a closer look…at a bigger picture.

Not only does this give you peace of mind that you have an unbiased rationale for your chosen course of action, but it also gives your decisions an informed and evidence-based foundation.

You can achieve this through the use of market research.

Working with McGowan Marketing takes the guesswork out of the research. We are with you from the initial stages, helping you to set the objectives for your project, recommending the best methods, carrying out the work and then reporting on our findings.

The Methods

There are a variety of types of market research available to you, and we work with you to discuss the pros and cons of each, in relation to your research objective.

Focus Groups

There is little that stimulates discussion more than the bringing together of people and this is what we achieve with our focus group. Armed with an agreed topic guide, we subtlety and skilfully guide participants through a discussion that will yield, often unexpected, insight into any manner of subjects.

In-depth Interviews

Looking to delve deeper still? We carry out in-depth interviews, where we take time to uncover the often ‘between the lines’ story. We are also able to cross-reference the analysis of in-depth interviews with other research studies to give a broader context.

Mystery Visits

The potential for mystery visits to become an integral part of any organisation’s staff development programme and quality measurement framework is significant. We work with you before the visits to establish a specific scenario, fully understanding what your expectations are of staff in terms of the level of service they should be delivering, messages they should be communicating.


Our surveys can be hosted online for a quick and adaptable solution to gathering insights, or printed and posted, for a more traditional approach. We work with you, identifying your target audience and considering your research objective, before making a recommendation as to which option will be best for you.

Desk Research

We also carry out a variety of secondary research projects, where we use market research data from Governments, public sector agencies and organisations, such as Mintel and Keynote. These are an excellent option for gathering data on markets, competitors and industries before you progress to gathering your own insights.

The End Result

Irrespective of the type of market research project, we always provide a comprehensive marketing research report – something tangible, bespoke to your needs, that can be referred to when decision making.

Examples of Our Work

Take a look at our most recent market research case studies: