• C.E.K. & Partners

Planning for Market Research? Here’s Your Research Checklist for a Focus Group or Online Survey.


Atlanta-based agency handling market research. Don't drive blind.

“Marketing without data is like driving with your eyes closed.”

– Dan Zarella

At C.E.K. & Partners, an Atlanta-based branding, strategic communication and market research firm, we love the simplicity and truth of this statement, "Marketing without data is like driving with your eyes closed." The true intention of market research is to better understand the voice of your existing customer or your ideal prospective one. Without this perspective, you are indeed driving blind.

Valuable insights from market research - whether an online survey or focus groups - shift teams away from making decisions based on opinions and move them toward making smarter business decisions based on actual data.

Here’s just a sampling of what market research informs:

  • Brand positioning

  • Value proposition articulation

  • Naming

  • Tagline validation

  • Creative and package design testing

  • Content creation

  • Website usability

  • Customer experience design

  • Mission or purpose

The value of data and insights captured from market research extend beyond marketing into communications, product development, product management and sales.

Before you commit to one market research firm or one technique over another – let’s start by taking a look at the key questions to question during your initial planning phase.

What are the key questions to ask and address before data collection even begins?


  • Actual customers or non-customers who represent your “ideal” customer?