Marketing Monday Marketing & nutrition inspired thought to start the week

Market research for the P of Promotion?

07/04/2025

Marketing Monday ---- Market research for the P of Promotion?
🤔 Wait… Isn't market research just for consumer insights?
Well, yes. But what if it could do more?
Here's a marketing perspective on how market research can have a powerful secondary function: promotion

Market research demands time, budget, and focus from marketers.
But it also asks for attention, thought, and patience from respondents.

5 reasons that your market research is to be relevant, brief and used.

So where's the link with promotion?

We're used to seeing the results of market research used in promotions:

  • 🥇 Product comparisons
  • E.g. Keuringsdienst van Waarde its episode on 'product of the year' (watch episode)
  • E.g. Lidl highlighting its "Best in Fruit & Veg" award (now expanded to Bread)
  • 🔮 Trends reinforcing brand positioning
  • E.g. Mintel's 2025 trend 'hybrid harvest' that can be used by seaweed propositions like Seaweed Food Solutions or Olijck Foods 'Meat-you-Halfway' concept

But what if the questions themselves could do some promotional lifting?
Questions That Quietly Promote
When crafted intentionally, your questions can do more than gathering data😉

✨ They draw attention to key product features
✨ They echo your positioning (subtle)
✨ They feel credible, because they ask, not claim

Think of it as soft promotion:
👉 You're planting seeds of interest, not selling.

However, I see the following crucial criteria to make this work!
✅ Your intent must be 100% sincere
✅ Genuinely value respondents' insights
✅ Respect their time 🕐
✅ Really use their input and show them what you did with it

Here are some tips to combine insights with gentle brand storytelling:

  • Ask only a few well-thought-out questions
  • Start with a friendly, respectful intro
  • Design & test your questions
  • Close the loop, share results (e.g. infographic)

📸 Two examples given in attached image

🧺 Egg Purchase Example
Do customers open the pack to check for broken eggs?
→ This data can influence packaging policies and brand messaging around trust & quality.

🍝 Pulses Pasta Example
Asking about top features (like protein or fiber) also highlights benefits the consumer might not yet value, helping guide both product innovation and MarCom focus.

Final Thought
Market research isn't just for listening, it's an opportunity to spark brand connection, even before the campaign launches or the product lands on the shelf 😉
Let your questions do double duty: 📊 Insight + 📣 Impression = 💥 Impact

--- This post aims to start your week with a marketing & nutrition inspired thought
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----- Let me help to tackle your market challenges
------ https://www.mutrition.nl/blog-marketing-monday/

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