research a company project

How to Research a Company: The Ultimate Guide

Good company research can take many forms. Depending on your research goals, you might want to look at the strengths, weaknesses, opportunities, and threats of a market, or drill down into key industry leaders and emerging players to unpack their successes.

If you want to beat the competition, you need to know their business as well (if not better) than your own. The more intel you have, the quicker you’ll be able to spot and leverage opportunities, respond to market changes, and grow.

Read on to discover how to research a company online, tear down its strategies, and take over its market share.

What is company research?

Company research gathers and analyzes information about a business and its customers. This means understanding its performance data and target audience so you can optimize your own strategy.

In today’s fiercely competitive markets, doing good company research is a game-changer. In fact, a 2022 report on competitive intelligence found that 98% of businesses believe researching their competitors is vital for success.

If you have the right tools to collect accurate competitive intelligence , you’ll be able to anticipate your competitors’ moves and emerging threats to stay ahead and succeed.

How to do company research in 8 steps

Researching a company is a bit like doing detective work. The deeper you go, the more questions you ask, and the more curious you are, the better the outcome will be.

Here are eight steps to steer you through the process of doing company research.

1. Track top competitors

You want to know exactly what your rivals are doing, where they’re going, and how the competitive landscape is changing. With this data, you can carefully plan your next move and take action when and where it’s needed most. Competitive tracking tools like Similarweb give you the ability to track what your rivals are up to. You can measure each competitor’s digital footprint, and identify any changes or growth over time.

Did someone experience a sudden uptick in website visits? Would you like to know why and how? Perhaps they launched a new feature or ad campaign, or maybe its social channel is driving growth.

With Similarweb Research Intelligence, you get alerts about changes so you can be sure you’ll never miss a beat.

Analyzing the top performers in your industry will give you new ideas and provide targets for what is achievable for you.

Similarweb’s Analyze Industry Leaders tool will tell you who is winning in your industry based on their website performance. A Market Quadrant Analysis graph, or competitive matrix , provides a visual snapshot of the websites in your industry and how they compare based on different metrics. The industry leaders may inspire you to try new things, while the weaker competitors in your industry can provide you with swift opportunities to chip into their market share.

Pro tip: Similarweb’s Similar Sites tool helps you uncover up to 40 domains that are similar to yours. Finding these domains can be infinitely useful when conducting a competitive content analysis . You can audit these domains to learn more about their content strategy and upgrade your own.

2. Benchmark

Now that you have a good view of the market, you need to drill down into your competitors’ performance. You want to understand their metrics and KPIs so you can benchmark them against your own.

A company research and analysis tool can help you understand your competitors’ digital reach and performance. You can look at multiple websites or domains owned by a single company to analyze their aggregated data or look at a specific market. This will give you a good idea of the business’ size and market share .

You’ll also want to look at their engagement metrics and any changes over time. If you see their metrics improving, they are probably investing in a digital strategy . You should look into this to see what has been working for them. We’ll show you how in the next section.

Pro Tip: Don’t forget to look at mobile app intelligence too. There are five key metrics you’ll want to track when benchmarking an app:

• Demographics

3. Compare traffic and engagement

These days, it’s no longer enough to consider website traffic and engagement metrics on their own. The complete digital perspective of any company includes mobile app intelligence, alongside traditional desktop and mobile web metrics. You need to see the full picture before you make any judgments or decisions.

Using Similarweb digital intelligence, I wanted to view the key players in the travel industry – specifically travel booking sites, like booking.com, Expedia, and Airbnb. First, I want my company research to focus on mobile web and desktop traffic alone.

Using Similarweb Digital Research Intelligence, I can see the overall benchmarks for traffic and engagement. This shows metrics like monthly visits, unique visitors, pages per visit, bounce rate, and visit duration. 

The top websites include booking.com , Airbnb , Expedia , Agoda , and Hotels.com . So, in essence, these are my industry leaders .

However, knowing how important apps are these days to consumers, I want to consider app intelligence in my company research too. When I add this data into the mix, things look a little different.

On both Android and iOS: Expedia, Airbnb, VRBO, booking.com, and Hopper are my top five.

Now, my view of industry leaders has changed . We’ve got three key players who are leading desktop, mobile web, and app platforms; and four others, who respectively dominate different channels.

Here, you can see a range of engagement metrics that apply to mobile apps on Android. Including active users, number of sessions, and session times; which shows engagement, upturns, downturns, and opportunities at a glance.

So, when you view traffic and engagement metrics, make sure you explore desktop, mobile web, and app intelligence to get an accurate picture of what’s really going on.

4. View audience interests

Understanding cross-browsing behavior tells you what other sites your users are interested in. Maybe they are looking at other products and solutions like yours!

This audience interests tool allows you to evaluate the browsing behavior of your target audience, helping you understand user intent and their purchasing process. You might even discover new markets or a specific niche audience , and come up with new audience acquisition strategies.

5. Pinpoint audience overlap

Who else holds your potential customer’s attention? With Similarweb’s Audience Overlap feature, you can analyze metrics and insights on the overlap of visitors across up to five websites for a selected time period and geographical region. You’ll be able to determine the size of your total addressable audience , evaluate what part of the audience is shared, and pinpoint your unreached audience potential.

This is also a good way to gauge audience loyalty . You’ll see the proportion of monthly active users who look at multiple sites in the same category or just one site.

6. Analyze specific pages

While a company may be your competitor, you may not be competing on every front. You might only want to look at a particular segment of a business when doing your company research. This ensures that your insights are specific and useful, and leave out less relevant information.

Similarweb’s Segment Analysis tool lets you slice the URL of a website to analyze just the parts that are relevant to you. You can deconstruct their website to look at a specific category, topic, brand, or whatever else interests you. This can help you benchmark a specific line of business or individual products.

This analysis is extremely powerful for marketing and sales managers, data analysts, and BI specialists who want to optimize their strategies for specific business segments. For example, if you are a clothing retailer looking to launch a line of kids’ clothes, you can use this tool to analyze your competitors’ kids’ clothing lines.

7. Reveal successful conversion strategies

What makes customers convert? The only way to know for sure is to analyze conversion data across your industry. You need to understand the conversion funnel, which keywords and marketing channels drive traffic, and which trends your potential customers are interested in.

You can get a unique view of your industry’s conversion data with Similarweb’s Conversion Analysis tool . Check out each company’s conversion efficiency and how they scale over time. You can identify efficient marketing channels , go-to-market strategies, and their ROI for marketing spending. You can also benchmark your metrics across the industry average.

Understanding conversion strategies also reveals opportunities for your own growth. You can examine category performance at top retailers such as Amazon, Walmart, and Target, and identify what consumers are searching for at the different retailers and what converts. When you understand the customer journey, you can better position yourself to guide them toward purchasing from you.

8. Research mobile app performance

When you research a business, you need to look at all customer touchpoints. Today, that means analyzing apps alongside web and mobile web traffic. You want to know how well your competitors’ apps rank so you can focus on your own app strategy. With rapid consumer adoption of mobile-first spending ( 46% of people now complete a full purchase via mobile ), app intelligence is a key consideration for any type of company research. In almost every industry, the digital landscape changes when you add app intelligence metrics.

If you’re looking at apps competitively, you want to consider:

• Monthly/ Daily Active Users
• No. of sessions/session time
• Sessions per user
• Overall rank
• Category rank
• User retention
• App demographics

Similarweb App Intelligence Premium now provides a few ways to help you view app rankings , downloads, engagement, and usage metrics across both Android and iOS. From benchmarking an app to unpacking the successes of those with apps in your market; good company research should include app analysis. By unifying digital insights, you see a truer picture of a company’s successes online.

How to research a company like an expert

Follow these eight steps and you’ll quickly be able to research any company in any niche like a pro. Uncover key insights that tell you more about a market, target audience, or competitors to shape your own strategy for success.

Ready to get growing? Grab a free trial of Similarweb today.

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Why do company research?

Your business doesn’t exist in a vacuum. You’re competing with other companies and operating in an industry that has its own norms and expectations. If you want to succeed, you need to research other companies in your industry to ensure your strategy is aligned, but also positioned to give you a competitive advantage . You won’t be able to do this without researching other companies.

What to look for when researching a company?

You want to review all their company metrics, including traffic and engagement metrics, and look at their strategy, focus, processes, and content. You should search for any interesting ideas and identify where the company excels. All the data you collect will be valuable for you to compete.

What can company research tell you?

Good company research shows you how a market, company, and its target audience’s interests change over time. It can help you develop your own strategy for growth, and shows trends and emerging threats to watch out for.

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How to Do Market Research: The Complete Guide

Learn how to do market research with this step-by-step guide, complete with templates, tools and real-world examples.

Access best-in-class company data

Get trusted first-party funding data, revenue data and firmographics

What are your customers’ needs? How does your product compare to the competition? What are the emerging trends and opportunities in your industry? If these questions keep you up at night, it’s time to conduct market research.

Market research plays a pivotal role in your ability to stay competitive and relevant, helping you anticipate shifts in consumer behavior and industry dynamics. It involves gathering these insights using a wide range of techniques, from surveys and interviews to data analysis and observational studies.

In this guide, we’ll explore why market research is crucial, the various types of market research, the methods used in data collection, and how to effectively conduct market research to drive informed decision-making and success.

What is market research?

Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry. The purpose of market research is to offer valuable insight into the preferences and behaviors of your target audience, and anticipate shifts in market trends and the competitive landscape. This information helps you make data-driven decisions, develop effective strategies for your business, and maximize your chances of long-term growth.

Why is market research important? 

By understanding the significance of market research, you can make sure you’re asking the right questions and using the process to your advantage. Some of the benefits of market research include:

• Informed decision-making: Market research provides you with the data and insights you need to make smart decisions for your business. It helps you identify opportunities, assess risks and tailor your strategies to meet the demands of the market. Without market research, decisions are often based on assumptions or guesswork, leading to costly mistakes.
• Customer-centric approach: A cornerstone of market research involves developing a deep understanding of customer needs and preferences. This gives you valuable insights into your target audience, helping you develop products, services and marketing campaigns that resonate with your customers.
• Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
• Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
• Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
• Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

• Qualitative research
• Quantitative research
• Exploratory research
• Descriptive research
• Causal research
• Cross-sectional research
• Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

• Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
• Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
• Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

Here are the main characteristics of secondary market research:

• Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
• Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
• Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

• Surveys and questionnaires
• Focus groups
• Observational research
• Online research tools
• Experiments
• Content analysis
• Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

• Set clear objectives
• Identify your target audience
• Choose your research methods
• Use the right market research tools
• Collect data
• Analyze data 
• Interpret your findings
• Identify opportunities and challenges
• Make informed business decisions
• Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

• Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

• Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
• Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
• Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
• Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

• Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

• Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
• Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
• Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
• Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

• Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
• SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
• HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
• SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
• SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

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• Early Career

In preparation for your next job interview, we’ve gathered insights from top professionals, including HR executives and CEOs, to offer you the most effective strategies for researching a company. From analyzing employee social profiles to utilizing LinkedIn for company insights, explore the twelve comprehensive strategies these experts recommend for a deep dive into your potential employer’s world.

Analyze Employee Social Profiles

Observe active social media channels, check crunchbase for financial history, conduct informational interviews, research interviewers and company staff, study the company’s digital footprint, review website, reports, and employee insights, utilize glassdoor for candid feedback, leverage official channels and employee reviews, read between the lines of company communications, compare company with industry competitors, utilize linkedin for company insights.

Drawing from my dual background as an HR professional with five years of experience and an HR writer with four years under my belt, I’ve developed a keen eye for assessing company cultures and work environments beyond the company’s LinkedIn page and traditional review sites like Glassdoor. 

A key strategy is to closely observe how employees discuss their work environment and culture on their personal LinkedIn profiles. This approach offers authentic insights into the company culture, beyond what is officially presented.

For instance, recurring mentions of overtime, burnout, or high stress levels among employees are clear red flags, indicating a potential culture of overwork. Conversely, posts celebrating team achievements, work-life balance, or professional development suggest a positive, supportive environment. Such nuances provide valuable, candid insights into the company’s real culture, guiding you toward making a well-informed decision about your potential workplace.

Maheen Kanwal , HR Executive, B2B Tech SaaS Copywriter, Founder, Call to Authority

Assess the socials that they’re most active on so that you can really get a sense of what makes them ‘tick’, and what they’re likely to respond positively to. For example, if they have an office dog, then you can share your mutual love of dogs, or if they’re working on a certain project that they’ve shared, then you can comment on that project specifically.

Tracey Beveridge , HR Director, Personnel Checks

If you plan on working for a start-up, a scale-up, or a rapidly growing organization, I strongly recommend looking at Crunchbase to see their financial history. A great many privately owned companies survive almost entirely on venture capital, and the availability of this capital is paramount to their continued existence. 

Crunchbase outlines a company’s investment history, providing powerful insight into where the money is coming from. Consequently, when applying for jobs, it’s always worth keeping an eye on how much funding they have received, and for two reasons. Free-flowing funding means that salaries are likely to be paid as promised, as they are unlikely to run into financial problems in the short term. But also, if venture capital firms are interested in investing, this suggests the organization has something special going on, which is a positive sign.

Oliver Savill , CEO and Founder, AssessmentDay

One strategy I highly recommend for thoroughly researching a company before an interview is to leverage informational interviews with current or former employees. While online resources provide valuable information, speaking directly with individuals who have firsthand experience with the company can offer unique insights and perspectives.

Start by reaching out to your professional network or utilizing platforms like LinkedIn to identify individuals who currently work at or have previously worked for the company. Politely request a brief informational interview where you can ask questions about their experiences, company culture, values, and any other relevant aspects.

During the informational interview, focus on open-ended questions that encourage detailed responses. Inquire about the company’s mission, recent projects or initiatives, workplace environment, team dynamics, and growth opportunities. Additionally, ask about challenges they’ve faced and how the company addresses them, as well as any advice they have for potential candidates.

Listening attentively to their responses can provide valuable insights beyond what you might find in official company materials. Pay attention to recurring themes or sentiments, which can help you better understand the company’s culture and values.

After the informational interview, take notes and reflect on the information gathered. Compare it with other research sources, such as the company’s website, news articles, and employee reviews, to gain a comprehensive understanding.

Daniel Jorge , Senior Consultant, EC1 Partners

At the end of the day, companies are made up of people. It’s super important before an interview to do research about the people you’ll be speaking with. Just five minutes of Googling can do a lot… Look at their LinkedIn page (maybe you have connections or education in common) and find something interesting to discuss.

I’ve interviewed hundreds of people, and many don’t even look at our company website before speaking with us. Those that do just a little bit of research about the company and me really stand out and show they go the extra mile!

Corey Schwitz , CEO & Founder, On-Demand Salesforce, Hubspot and Revenue Ops Customization, Skydog Ops

A unique strategy for researching a company thoroughly before an interview is to study its digital footprint beyond the traditional scope of its official website and social media profiles. This involves a deep dive into various online platforms and resources where the company’s indirect presence can provide insightful context about its culture, reputation, and operational nuances. Here’s how to approach this:

Participate in or review discussions on industry-specific forums and online communities related to the company’s field. These platforms can offer unfiltered insights into the company’s reputation within the industry, emerging challenges it might be facing, and the innovations it’s known for.

Websites like Trustpilot, Yelp, or even product review sections on e-commerce platforms can provide a wealth of information about the company’s products or services, customer satisfaction levels, and how the company handles complaints or feedback. This research can explain the company’s customer service ethos and product quality.

Companies in regulated industries (finance, healthcare, etc.) should check reports and filings with regulatory bodies. These documents can shed light on the company’s compliance history, financial health, and any regulatory challenges it may have faced. This information can be particularly insightful for understanding the company’s operational rigor and market standing.

Vaibhav Kakkar , CEO, Digital Web Solutions

Before your interview, check the company’s website to learn about what it values and who leads it. Look at reports and financial statements for information on its finances and performance. Check news and social media for recent projects and how the company is perceived publicly. Read what employees say on sites like Glassdoor to understand how people feel about working there. 

Also, check LinkedIn for key people and connect with current or past employees if possible. This will give you a good understanding of the company, and during the interview, you can show that you know about its goals and values.

Eva Toledo , Senior Researcher, Kepler Search Pte Ltd

I would highly recommend using Glassdoor or any other tool that will provide candid feedback about an organization. While organizations can pay to try to have bad reviews removed, the on-the-ground feedback and how an organization responds can show a lot.

In my consulting practice, I was burned by this previously. A client that I was going to work for had really bad reviews about the culture, the owner, and red flags that would have been a tip-off of things to come. However, I ignored the data in front of me. They turned out to be very much like the reviews, and I should have heeded the warnings. I ended up leaving the client after about six months.

Ben Madden , Owner, HR Action LLC

I highly recommend utilizing the company’s official channels, particularly its website and published materials. Start by reviewing the About Us, Mission Statement, and Values sections to grasp the organization’s foundational principles and culture. Examine annual reports and financial statements for insights into the company’s financial health and performance. 

Additionally, explore recent news articles, press releases, and social media profiles to understand current developments and employee interactions. Leveraging employee review platforms like Glassdoor can provide valuable perspectives on the work environment. Connecting with current or former employees on platforms like LinkedIn can offer firsthand insights. 

This comprehensive approach ensures that candidates not only understand the business’s objectives and financial standing but also its culture and employee experiences, facilitating a more informed and tailored interview preparation.

Steven Mostyn , Chief Human Resources Officer, Management.org

The most important thing is to read between the lines on a company’s website and public communications to figure out what they really care about. Study their About page, press releases, leadership bios, and so on. Look for signs that they value innovation, people, or social responsibility in a way that appeals to you. Understanding what motivates a company will help the conversation flow better in interviews, beyond just your qualifications.

Additionally, check out news articles and reviews to get balanced inside perspectives from employees. Approach learning about a company as an interesting research project where no detail is too small. Doing this groundwork will allow you to assess if it’s a good fit, align values, and show how you can contribute.

I’ll admit I didn’t always do enough research early on and stumbled in interviews. But being your real self, focused on helping people more than profits, makes connections that the right organization will recognize.

Lou Reverchuk , Co-founder and CEO, EchoGlobal

One very effective tactic when researching the company you are about to interview with is not only studying the company’s history, products, services, and culture but also the company’s competitors to get a broader view of the industry and how the company stands against those competitors.

You can find company intelligence in industry reports, news articles, or in financial statements. This can help you to understand the competitive dynamics, current market trends, or present challenges. A good way to impress the interviewer can be to refer to their competitors and how they might be able to take account of this in the job you are applying for. It would show that you can think strategically and that you tend to be proactive.

An interviewer may ask you to describe some ways you might contribute to the company if you got hired. It’s a way of asking, “What can you do for us?” It can also be a way to determine your motivation and commitment to the company. Answering this question can help build your credibility and show the interviewer that you are excited to help the company grow. Some possible ways you might be able to contribute to the company that you’re interviewing for include bringing in new trends, being knowledgeable about the company, and being innovative.

Blake Smith , Marketing Manager, ClockOn

LinkedIn provides a wealth of information about companies, including their mission, values, products or services, and recent news or updates. Additionally, you can explore the company’s culture page on LinkedIn, which often includes employee testimonials and insights into the work environment. 

Another valuable aspect of LinkedIn is the opportunity to leverage your professional network. If you know anyone, past or present, who has worked at the company, you can reach out to them for insights or information. 

Connecting with current or former employees can provide you with firsthand perspectives on the company’s culture, work environment, and overall experience. They may be able to share valuable insights that go beyond what you can find through public sources. This knowledge will help you prepare for your interview and demonstrate your genuine interest in the company.

Heidi Hauver , Chief People Officer

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How to do market research in 4 steps: a lean approach to marketing research

From pinpointing your target audience and assessing your competitive advantage, to ongoing product development and customer satisfaction efforts, market research is a practice your business can only benefit from.

Learn how to conduct quick and effective market research using a lean approach in this article full of strategies and practical examples. 

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A comprehensive (and successful) business strategy is not complete without some form of market research—you can’t make informed and profitable business decisions without truly understanding your customer base and the current market trends that drive your business.

In this article, you’ll learn how to conduct quick, effective market research  using an approach called 'lean market research'. It’s easier than you might think, and it can be done at any stage in a product’s lifecycle.

How to conduct lean market research in 4 steps

What is market research, why is market research so valuable, advantages of lean market research, 4 common market research methods, 5 common market research questions, market research faqs.

We’ll jump right into our 4-step approach to lean market research. To show you how it’s done in the real world, each step includes a practical example from Smallpdf , a Swiss company that used lean market research to reduce their tool’s error rate by 75% and boost their Net Promoter Score® (NPS) by 1%.

Research your market the lean way...

From on-page surveys to user interviews, Hotjar has the tools to help you scope out your market and get to know your customers—without breaking the bank.

The following four steps and practical examples will give you a solid market research plan for understanding who your users are and what they want from a company like yours.

1. Create simple user personas

A user persona is a semi-fictional character based on psychographic and demographic data from people who use websites and products similar to your own. Start by defining broad user categories, then elaborate on them later to further segment your customer base and determine your ideal customer profile .

How to get the data: use on-page or emailed surveys and interviews to understand your users and what drives them to your business.

How to do it right: whatever survey or interview questions you ask, they should answer the following questions about the customer:

Who are they?

What is their main goal?

What is their main barrier to achieving this goal?

Pitfalls to avoid:

Don’t ask too many questions! Keep it to five or less, otherwise you’ll inundate them and they’ll stop answering thoughtfully.

Don’t worry too much about typical demographic questions like age or background. Instead, focus on the role these people play (as it relates to your product) and their goals.

How Smallpdf did it: Smallpdf ran an on-page survey for a couple of weeks and received 1,000 replies. They learned that many of their users were administrative assistants, students, and teachers.

Next, they used the survey results to create simple user personas like this one for admins:

Who are they? Administrative Assistants.

What is their main goal? Creating Word documents from a scanned, hard-copy document or a PDF where the source file was lost.

What is their main barrier to achieving it? Converting a scanned PDF doc to a Word file.

💡Pro tip: Smallpdf used Hotjar Surveys to run their user persona survey. Our survey tool helped them avoid the pitfalls of guesswork and find out who their users really are, in their own words. 

You can design a survey and start running it in minutes with our easy-to-use drag and drop builder. Customize your survey to fit your needs, from a sleek one-question pop-up survey to a fully branded questionnaire sent via email. 

We've also created 40+ free survey templates that you can start collecting data with, including a user persona survey like the one Smallpdf used.

2. Conduct observational research

Observational research involves taking notes while watching someone use your product (or a similar product).

Overt vs. covert observation

Overt observation involves asking customers if they’ll let you watch them use your product. This method is often used for user testing and it provides a great opportunity for collecting live product or customer feedback .

Covert observation means studying users ‘in the wild’ without them knowing. This method works well if you sell a type of product that people use regularly, and it offers the purest observational data because people often behave differently when they know they’re being watched. 

Tips to do it right:

Record an entry in your field notes, along with a timestamp, each time an action or event occurs.

Make note of the users' workflow, capturing the ‘what,’ ‘why,’ and ‘for whom’ of each action.

Don’t record identifiable video or audio data without consent. If recording people using your product is helpful for achieving your research goal, make sure all participants are informed and agree to the terms.

Don’t forget to explain why you’d like to observe them (for overt observation). People are more likely to cooperate if you tell them you want to improve the product.

💡Pro tip: while conducting field research out in the wild can wield rewarding results, you can also conduct observational research remotely. Hotjar Recordings is a tool that lets you capture anonymized user sessions of real people interacting with your website. 

Observe how customers navigate your pages and products to gain an inside look into their user behavior . This method is great for conducting exploratory research with the purpose of identifying more specific issues to investigate further, like pain points along the customer journey and opportunities for optimizing conversion .

With Hotjar Recordings you can observe real people using your site without capturing their sensitive information

How Smallpdf did it: here’s how Smallpdf observed two different user personas both covertly and overtly.

Observing students (covert): Kristina Wagner, Principle Product Manager at Smallpdf, went to cafes and libraries at two local universities and waited until she saw students doing PDF-related activities. Then she watched and took notes from a distance. One thing that struck her was the difference between how students self-reported their activities vs. how they behaved (i.e, the self-reporting bias). Students, she found, spent hours talking, listening to music, or simply staring at a blank screen rather than working. When she did find students who were working, she recorded the task they were performing and the software they were using (if she recognized it).

Observing administrative assistants (overt): Kristina sent emails to admins explaining that she’d like to observe them at work, and she asked those who agreed to try to batch their PDF work for her observation day. While watching admins work, she learned that they frequently needed to scan documents into PDF-format and then convert those PDFs into Word docs. By observing the challenges admins faced, Smallpdf knew which products to target for improvement.

“Data is really good for discovery and validation, but there is a bit in the middle where you have to go and find the human.”

3. Conduct individual interviews

Interviews are one-on-one conversations with members of your target market. They allow you to dig deep and explore their concerns, which can lead to all sorts of revelations.

Listen more, talk less. Be curious.

Act like a journalist, not a salesperson. Rather than trying to talk your company up, ask people about their lives, their needs, their frustrations, and how a product like yours could help.

Ask "why?" so you can dig deeper. Get into the specifics and learn about their past behavior.

Record the conversation. Focus on the conversation and avoid relying solely on notes by recording the interview. There are plenty of services that will transcribe recorded conversations for a good price (including Hotjar!).

Avoid asking leading questions , which reveal bias on your part and pushes respondents to answer in a certain direction (e.g. “Have you taken advantage of the amazing new features we just released?).

Don't ask loaded questions , which sneak in an assumption which, if untrue, would make it impossible to answer honestly. For example, we can’t ask you, “What did you find most useful about this article?” without asking whether you found the article useful in the first place.

Be cautious when asking opinions about the future (or predictions of future behavior). Studies suggest that people aren’t very good at predicting their future behavior. This is due to several cognitive biases, from the misguided exceptionalism bias (we’re good at guessing what others will do, but we somehow think we’re different), to the optimism bias (which makes us see things with rose-colored glasses), to the ‘illusion of control’ (which makes us forget the role of randomness in future events).

How Smallpdf did it: Kristina explored her teacher user persona by speaking with university professors at a local graduate school. She learned that the school was mostly paperless and rarely used PDFs, so for the sake of time, she moved on to the admins.

A bit of a letdown? Sure. But this story highlights an important lesson: sometimes you follow a lead and come up short, so you have to make adjustments on the fly. Lean market research is about getting solid, actionable insights quickly so you can tweak things and see what works.

💡Pro tip: to save even more time, conduct remote interviews using an online user research service like Hotjar Engage , which automates the entire interview process, from recruitment and scheduling to hosting and recording.

You can interview your own customers or connect with people from our diverse pool of 200,000+ participants from 130+ countries and 25 industries. And no need to fret about taking meticulous notes—Engage will automatically transcribe the interview for you.

4. Analyze the data (without drowning in it)

The following techniques will help you wrap your head around the market data you collect without losing yourself in it. Remember, the point of lean market research is to find quick, actionable insights.

A flow model is a diagram that tracks the flow of information within a system. By creating a simple visual representation of how users interact with your product and each other, you can better assess their needs.

You’ll notice that admins are at the center of Smallpdf’s flow model, which represents the flow of PDF-related documents throughout a school. This flow model shows the challenges that admins face as they work to satisfy their own internal and external customers.

Affinity diagram

An affinity diagram is a way of sorting large amounts of data into groups to better understand the big picture. For example, if you ask your users about their profession, you’ll notice some general themes start to form, even though the individual responses differ. Depending on your needs, you could group them by profession, or more generally by industry.

We wrote a guide about how to analyze open-ended questions to help you sort through and categorize large volumes of response data. You can also do this by hand by clipping up survey responses or interview notes and grouping them (which is what Kristina does).

“For an interview, you will have somewhere between 30 and 60 notes, and those notes are usually direct phrases. And when you literally cut them up into separate pieces of paper and group them, they should make sense by themselves.”

Pro tip: if you’re conducting an online survey with Hotjar, keep your team in the loop by sharing survey responses automatically via our Slack and Microsoft Team integrations. Reading answers as they come in lets you digest the data in pieces and can help prepare you for identifying common themes when it comes time for analysis.

Hotjar lets you easily share survey responses with your team

Customer journey map

A customer journey map is a diagram that shows the way a typical prospect becomes a paying customer. It outlines their first interaction with your brand and every step in the sales cycle, from awareness to repurchase (and hopefully advocacy).

The above  customer journey map , created by our team at Hotjar, shows many ways a customer might engage with our tool. Your map will be based on your own data and business model.

📚 Read more: if you’re new to customer journey maps, we wrote this step-by-step guide to creating your first customer journey map in 2 and 1/2 days with free templates you can download and start using immediately.

Next steps: from research to results

So, how do you turn market research insights into tangible business results? Let’s look at the actions Smallpdf took after conducting their lean market research: first they implemented changes, then measured the impact.

Implement changes

Based on what Smallpdf learned about the challenges that one key user segment (admins) face when trying to convert PDFs into Word files, they improved their ‘PDF to Word’ conversion tool.

We won’t go into the details here because it involves a lot of technical jargon, but they made the entire process simpler and more straightforward for users. Plus, they made it so that their system recognized when you drop a PDF file into their ‘Word to PDF’ converter instead of the ‘PDF to Word’ converter, so users wouldn’t have to redo the task when they made that mistake. 

In other words: simple market segmentation for admins showed a business need that had to be accounted for, and customers are happier overall after Smallpdf implemented an informed change to their product.

Measure results

According to the Lean UX model, product and UX changes aren’t retained unless they achieve results.

Smallpdf’s changes produced:

A 75% reduction in error rate for the ‘PDF to Word’ converter

A 1% increase in NPS

Greater confidence in the team’s marketing efforts

"With all the changes said and done, we've cut our original error rate in four, which is huge. We increased our NPS by +1%, which isn't huge, but it means that of the users who received a file, they were still slightly happier than before, even if they didn't notice that anything special happened at all.”

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Market research (or marketing research) is any set of techniques used to gather information and better understand a company’s target market. This might include primary research on brand awareness and customer satisfaction or secondary market research on market size and competitive analysis. Businesses use this information to design better products, improve user experience, and craft a marketing strategy that attracts quality leads and improves conversion rates.

David Darmanin, one of Hotjar’s founders, launched two startups before Hotjar took off—but both companies crashed and burned. Each time, he and his team spent months trying to design an amazing new product and user experience, but they failed because they didn’t have a clear understanding of what the market demanded.

With Hotjar, they did things differently . Long story short, they conducted market research in the early stages to figure out what consumers really wanted, and the team made (and continues to make) constant improvements based on market and user research.

Without market research, it’s impossible to understand your users. Sure, you might have a general idea of who they are and what they need, but you have to dig deep if you want to win their loyalty.

Here’s why research matters:

Obsessing over your users is the only way to win. If you don’t care deeply about them, you’ll lose potential customers to someone who does.

Analytics gives you the ‘what’, while research gives you the ‘why’. Big data, user analytics , and dashboards can tell you what people do at scale, but only research can tell you what they’re thinking and why they do what they do. For example, analytics can tell you that customers leave when they reach your pricing page, but only research can explain why.

Research beats assumptions, trends, and so-called best practices. Have you ever watched your colleagues rally behind a terrible decision? Bad ideas are often the result of guesswork, emotional reasoning, death by best practices , and defaulting to the Highest Paid Person’s Opinion (HiPPO). By listening to your users and focusing on their customer experience , you’re less likely to get pulled in the wrong direction.

Research keeps you from planning in a vacuum. Your team might be amazing, but you and your colleagues simply can’t experience your product the way your customers do. Customers might use your product in a way that surprises you, and product features that seem obvious to you might confuse them. Over-planning and refusing to test your assumptions is a waste of time, money, and effort because you’ll likely need to make changes once your untested business plan gets put into practice.

Lean User Experience (UX) design is a model for continuous improvement that relies on quick, efficient research to understand customer needs and test new product features.

Lean market research can help you become more...

Efficient: it gets you closer to your customers, faster.

Cost-effective: no need to hire an expensive marketing firm to get things started.

Competitive: quick, powerful insights can place your products on the cutting edge.

As a small business or sole proprietor, conducting lean market research is an attractive option when investing in a full-blown research project might seem out of scope or budget.

There are lots of different ways you could conduct market research and collect customer data, but you don’t have to limit yourself to just one research method. Four common types of market research techniques include surveys, interviews, focus groups, and customer observation.

Which method you use may vary based on your business type: ecommerce business owners have different goals from SaaS businesses, so it’s typically prudent to mix and match these methods based on your particular goals and what you need to know.

1. Surveys: the most commonly used

Surveys are a form of qualitative research that ask respondents a short series of open- or closed-ended questions, which can be delivered as an on-screen questionnaire or via email. When we asked 2,000 Customer Experience (CX) professionals about their company’s approach to research , surveys proved to be the most commonly used market research technique.

What makes online surveys so popular?  

They’re easy and inexpensive to conduct, and you can do a lot of data collection quickly. Plus, the data is pretty straightforward to analyze, even when you have to analyze open-ended questions whose answers might initially appear difficult to categorize.

We've built a number of survey templates ready and waiting for you. Grab a template and share with your customers in just a few clicks.

💡 Pro tip: you can also get started with Hotjar AI for Surveys to create a survey in mere seconds . Just enter your market research goal and watch as the AI generates a survey and populates it with relevant questions. 

Once you’re ready for data analysis, the AI will prepare an automated research report that succinctly summarizes key findings, quotes, and suggested next steps.

An example research report generated by Hotjar AI for Surveys

2. Interviews: the most insightful

Interviews are one-on-one conversations with members of your target market. Nothing beats a face-to-face interview for diving deep (and reading non-verbal cues), but if an in-person meeting isn’t possible, video conferencing is a solid second choice.

Regardless of how you conduct it, any type of in-depth interview will produce big benefits in understanding your target customers.

What makes interviews so insightful?

By speaking directly with an ideal customer, you’ll gain greater empathy for their experience , and you can follow insightful threads that can produce plenty of 'Aha!' moments.

3. Focus groups: the most unreliable

Focus groups bring together a carefully selected group of people who fit a company’s target market. A trained moderator leads a conversation surrounding the product, user experience, or marketing message to gain deeper insights.

What makes focus groups so unreliable?

If you’re new to market research, we wouldn’t recommend starting with focus groups. Doing it right is expensive , and if you cut corners, your research could fall victim to all kinds of errors. Dominance bias (when a forceful participant influences the group) and moderator style bias (when different moderator personalities bring about different results in the same study) are two of the many ways your focus group data could get skewed.

4. Observation: the most powerful

During a customer observation session, someone from the company takes notes while they watch an ideal user engage with their product (or a similar product from a competitor).

What makes observation so clever and powerful?

‘Fly-on-the-wall’ observation is a great alternative to focus groups. It’s not only less expensive, but you’ll see people interact with your product in a natural setting without influencing each other. The only downside is that you can’t get inside their heads, so observation still isn't a recommended replacement for customer surveys and interviews.

The following questions will help you get to know your users on a deeper level when you interview them. They’re general questions, of course, so don’t be afraid to make them your own.

1. Who are you and what do you do?

How you ask this question, and what you want to know, will vary depending on your business model (e.g. business-to-business marketing is usually more focused on someone’s profession than business-to-consumer marketing).

It’s a great question to start with, and it’ll help you understand what’s relevant about your user demographics (age, race, gender, profession, education, etc.), but it’s not the be-all-end-all of market research. The more specific questions come later.

2. What does your day look like?

This question helps you understand your users’ day-to-day life and the challenges they face. It will help you gain empathy for them, and you may stumble across something relevant to their buying habits.

3. Do you ever purchase [product/service type]?

This is a ‘yes or no’ question. A ‘yes’ will lead you to the next question.

4. What problem were you trying to solve or what goal were you trying to achieve?

This question strikes to the core of what someone’s trying to accomplish and why they might be willing to pay for your solution.

5. Take me back to the day when you first decided you needed to solve this kind of problem or achieve this goal.

This is the golden question, and it comes from Adele Revella, Founder and CEO of Buyer Persona Institute . It helps you get in the heads of your users and figure out what they were thinking the day they decided to spend money to solve a problem.

If you take your time with this question, digging deeper where it makes sense, you should be able to answer all the relevant information you need to understand their perspective.

“The only scripted question I want you to ask them is this one: take me back to the day when you first decided that you needed to solve this kind of problem or achieve this kind of a goal. Not to buy my product, that’s not the day. We want to go back to the day that when you thought it was urgent and compelling to go spend money to solve a particular problem or achieve a goal. Just tell me what happened.”

— Adele Revella , Founder/CEO at Buyer Persona Institute

Bonus question: is there anything else you’d like to tell me?

This question isn’t just a nice way to wrap it up—it might just give participants the opportunity they need to tell you something you really need to know.

That’s why Sarah Doody, author of UX Notebook , adds it to the end of her written surveys.

“I always have a last question, which is just open-ended: “Is there anything else you would like to tell me?” And sometimes, that’s where you get four paragraphs of amazing content that you would never have gotten if it was just a Net Promoter Score [survey] or something like that.”

What is the difference between qualitative and quantitative research?

Qualitative research asks questions that can’t be reduced to a number, such as, “What is your job title?” or “What did you like most about your customer service experience?” 

Quantitative research asks questions that can be answered with a numeric value, such as, “What is your annual salary?” or “How was your customer service experience on a scale of 1-5?”

 → Read more about the differences between qualitative and quantitative user research .

How do I do my own market research?

You can do your own quick and effective market research by 

Surveying your customers

Building user personas

Studying your users through interviews and observation

Wrapping your head around your data with tools like flow models, affinity diagrams, and customer journey maps

What is the difference between market research and user research?

Market research takes a broad look at potential customers—what problems they’re trying to solve, their buying experience, and overall demand. User research, on the other hand, is more narrowly focused on the use (and usability ) of specific products.

What are the main criticisms of market research?

Many marketing professionals are critical of market research because it can be expensive and time-consuming. It’s often easier to convince your CEO or CMO to let you do lean market research rather than something more extensive because you can do it yourself. It also gives you quick answers so you can stay ahead of the competition.

Do I need a market research firm to get reliable data?

Absolutely not! In fact, we recommend that you start small and do it yourself in the beginning. By following a lean market research strategy, you can uncover some solid insights about your clients. Then you can make changes, test them out, and see whether the results are positive. This is an excellent strategy for making quick changes and remaining competitive.

Net Promoter, Net Promoter System, Net Promoter Score, NPS, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld, and Satmetrix Systems, Inc.

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5 compelling examples of research projects

Last updated

3 April 2024

Reviewed by

Creative and innovative minds dream up big ideas that build the trends of tomorrow, but the research behind the scenes is often the secret sauce to company success. Businesses need a way to learn how their products or services will resonate with the market and where to invest their marketing efforts. 

Market analysis template

Save time, highlight crucial insights, and drive strategic decision-making

• Research project examples

Data collected from research products can help you verify theories, understand customer behavior, and quantify KPIs for a clear picture of how to improve business practices. 

Many types of research projects can help businesses find ways to fuel growth and adapt to market changes. These five examples of market research projects highlight the various ways businesses can use research and measurable data to grow successfully and avoid poor investments.  

Example 1: Competitive analysis

It's important for businesses of all sizes to understand the competitive landscape and where they stand in comparison to direct competitors. By identifying your competitors and evaluating their strengths and weaknesses, you can find ways to position your company for greater success. 

Competitive analysis can be used to better understand the market, improve marketing methods, and identify underserved customers.

The goals of competitive analysis may include:

Identifying your company's position in the market

Uncovering industry trends

Finding new marketing techniques

Identifying a new target customer base

Planning for new product innovation

Competitive research is conducted by identifying competitors and analyzing their performance. After identifying your direct competitors and gathering data about their products and services, you can dig deeper to learn more about how they serve customers. This may include gathering information about sales and marketing strategies, customer engagement , and social media strategies.

When analyzing direct competitors, organizing information about your competitors' attributes, strategies, strengths, and weaknesses will help you reveal themes that give you greater insight into the market.

Competitor analysis templates

Example 2: market segmentation.

Every business relies on customers for success. Researching your target audience and your potential position in the market is essential to developing strong marketing plans. 

Market segmentation can be used to plan marketing campaigns, identify ideal product prices, and personalize your brand.

The goals of market segmentation research may include: 

Identifying the target audience

Planning for new products or services

Expanding to a new location

Improving marketing efforts

Personalizing communications with customers

Improving customer satisfaction

There are many ways to collect and organize data for market segmentation research. Depending on your products and services, you might choose to divide your target population into groups based on demographics, location, behavior patterns, lifestyle aspects, etc. Organizing such data allows you to create buyer personas and test marketing strategies.

Example 3: New product development research

Companies must invest significant time and money into the development of a new product . Product development research is an important part of promoting a successful launch of a new product. 

The goals of product development research may include:

Forecasting the usage of products

Identifying accurate pricing

How products compare to competitors

Potential barriers to success

How customers will respond to new or updated products

Product development research includes studies conducted during the planning phase all the way through prototype testing and market planning. Research may include online surveys to determine which demographics would be most interested in the product or how a new product might be used. Advanced studies can include product testing to gather feedback about issues customers are having or features that could be improved.

Example 4: Customer satisfaction

According to the CallMiner Churn Index 2020 , U.S. companies lose $168 billion per year due to avoidable consumer switching. Customer satisfaction leads to loyalty and repeat purchases. Furthermore, happy customers leave good reviews and act as natural brand ambassadors. 

Findings from customer satisfaction surveys can help companies get a better understanding of the customer journey and develop new processes.

The goals of customer satisfaction research may include: 

Understanding overall customer satisfaction

Finding bottlenecks or points along the customer journey that decrease the level of customer satisfaction

Measuring the level of likelihood to recommend to others ( Net Promoter Score )

Measuring customer satisfaction may include surveys to determine satisfaction with the company, opinions about the sales process, or about a specific process like the user-friendliness of an app or company website. This can be achieved by organizing data derived from customer interviews, customer satisfaction surveys, reviews, and customer loyalty programs. 

Example 5: Brand research

No product or business is without competition. Establishing your brand in the market can help you stand out from the crowd. Brand research can help you understand whether your marketing campaigns are reaching their goals and how customers perceive your brand. 

Some goals of brand research may include:

Positioning your brand more competitively in the marketplace

Measuring the effectiveness of brand marketing

Determining the public perception of your brand

Developing new marketing campaigns

Tracking brand success on a regular basis

There are a variety of ways to conduct research about how consumers perceive your brand. In-person focus groups can help you get an in-depth view of how your brand is perceived and why. Surveys can help you gather data surrounding brand preference, brand loyalty, and what people associate with your brand. Ongoing research in these areas can help you build your brand value over time and find ways to share your company mission and personality with consumers.

• How to find ideas for your next research project

Successfully running a business requires you to be well-informed on product development, branding, customer service, industry trends, marketing, sales, organizational processes, employee satisfaction , and more. 

Various research products can help you stay informed and up-to-date in all these areas. However, determining where to focus your efforts and invest your capital can be challenging. These actions can help you find ideas for your next research project.

Identify problems or issues

Remember, research is conducted to satisfy a question or reach a goal. Identify problems that impact customer retention , sales, or company performance. Use these problems to determine which types of research topics are most likely to help your company achieve greater success. If performance is low, consider a research project to determine employee satisfaction levels and identify how to improve them. If sales are low, consider research into sales processes or customer satisfaction. 

Confirm the potential for a new idea

New products or services help companies grow and attract more customers. However, they require a big upfront investment from your organization. You can prove that your next big idea will be a hit by developing research projects around the need for a new product and your target customers. Solid data is often needed to convince company leaders and stakeholders to invest in a new product or service.

Check out the competition

Where do you stand in comparison to your competitors? If you're unsatisfied with your position in the market, learning more about what your competitors are doing right can help you determine how to improve. 

• Characteristics of a good market research idea

Shallow or vague research topics can lead to lackluster results that don't really add value to your studies. To conduct a successful research project, it's important to develop a plan that will yield productive data. When choosing a topic for your next research project, look for these characteristics. 

The topic is relevant to your current position

The idea is manageable (research can be conducted with your resources and budget)

The project has a specific and focused goal

You can clearly define and outline the scope of the project

The subject matter isn't too broad or narrow to yield useful results

While research can be science-based or for academic purposes, market research is conducted for a variety of reasons to help businesses grow or reach new levels of success. Understanding market research goals is the key to developing highly effective research projects that yield useful data. By examining examples of different research projects and your organizational goals, you can more easily decide where to focus your efforts.

Which topic is best for a research project?

There isn't a single topic that provides the best research project for every researcher. The best research topics serve a purpose like gaining a deeper understanding of a specific phenomenon, solving problems, improving processes, generating ideas, etc. Finding the best topic for research requires an investigation into what type of research project is likely to yield the most effective results.

How do you structure a research project?

The structure of your research project should clarify what you will investigate, why it is important, and how you will conduct your research. To get funding or approval for a research project, researchers are often required to submit a research proposal which acts as a blueprint and guide for a research plan. Any formal or informal research plan should include these features.

The identity and position of the researcher

An introduction of the topic and why it's relevant

The objective of the project and why you think the research is worth doing

An overview of existing knowledge on the topic

A detailed list of practical steps for how you will reach your objective, including gathering data and how you'll gain insights from the data you obtain

A clear timeline of the project and the planned project budget

What's the difference between a project and a research project?

A project is a planned set of activities with a specific outcome, while a research project is the investigation of data, sources, and facts to reach new conclusions. In a business context, a project may be the development of a marketing campaign, planning a new product or service, or establishing new policies. Research projects use relevant data to fuel business projects and activities.

What are some examples of practical research topics?

Practical research projects can range across a variety of subjects and purposes. Research is often conducted to further medical knowledge, change and adapt laws, address economic changes, advance academic studies, or improve business success. Here are a few examples.

How eating a diet high in fruits and vegetables affects advanced Crohn's disease

How to improve customer satisfaction by 20% in six weeks

The impact of increasing voter turnout by 25% on the presidential election

The percentage increase of new customers with the addition of online enrollment for banking services

The most effective way to improve employee retention in a company with 1,000 employees

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Home » Research Project – Definition, Writing Guide and Ideas

Research Project – Definition, Writing Guide and Ideas

Table of Contents

Research Project

Definition :

Research Project is a planned and systematic investigation into a specific area of interest or problem, with the goal of generating new knowledge, insights, or solutions. It typically involves identifying a research question or hypothesis, designing a study to test it, collecting and analyzing data, and drawing conclusions based on the findings.

Types of Research Project

Types of Research Projects are as follows:

Basic Research

This type of research focuses on advancing knowledge and understanding of a subject area or phenomenon, without any specific application or practical use in mind. The primary goal is to expand scientific or theoretical knowledge in a particular field.

Applied Research

Applied research is aimed at solving practical problems or addressing specific issues. This type of research seeks to develop solutions or improve existing products, services or processes.

Action Research

Action research is conducted by practitioners and aimed at solving specific problems or improving practices in a particular context. It involves collaboration between researchers and practitioners, and often involves iterative cycles of data collection and analysis, with the goal of improving practices.

Quantitative Research

This type of research uses numerical data to investigate relationships between variables or to test hypotheses. It typically involves large-scale data collection through surveys, experiments, or secondary data analysis.

Qualitative Research

Qualitative research focuses on understanding and interpreting phenomena from the perspective of the people involved. It involves collecting and analyzing data in the form of text, images, or other non-numerical forms.

Mixed Methods Research

Mixed methods research combines elements of both quantitative and qualitative research, using multiple data sources and methods to gain a more comprehensive understanding of a phenomenon.

Longitudinal Research

This type of research involves studying a group of individuals or phenomena over an extended period of time, often years or decades. It is useful for understanding changes and developments over time.

Case Study Research

Case study research involves in-depth investigation of a particular case or phenomenon, often within a specific context. It is useful for understanding complex phenomena in their real-life settings.

Participatory Research

Participatory research involves active involvement of the people or communities being studied in the research process. It emphasizes collaboration, empowerment, and the co-production of knowledge.

Research Project Methodology

Research Project Methodology refers to the process of conducting research in an organized and systematic manner to answer a specific research question or to test a hypothesis. A well-designed research project methodology ensures that the research is rigorous, valid, and reliable, and that the findings are meaningful and can be used to inform decision-making.

There are several steps involved in research project methodology, which are described below:

Define the Research Question

The first step in any research project is to clearly define the research question or problem. This involves identifying the purpose of the research, the scope of the research, and the key variables that will be studied.

Develop a Research Plan

Once the research question has been defined, the next step is to develop a research plan. This plan outlines the methodology that will be used to collect and analyze data, including the research design, sampling strategy, data collection methods, and data analysis techniques.

Collect Data

The data collection phase involves gathering information through various methods, such as surveys, interviews, observations, experiments, or secondary data analysis. The data collected should be relevant to the research question and should be of sufficient quantity and quality to enable meaningful analysis.

Analyze Data

Once the data has been collected, it is analyzed using appropriate statistical techniques or other methods. The analysis should be guided by the research question and should aim to identify patterns, trends, relationships, or other insights that can inform the research findings.

Interpret and Report Findings

The final step in the research project methodology is to interpret the findings and report them in a clear and concise manner. This involves summarizing the results, discussing their implications, and drawing conclusions that can be used to inform decision-making.

Research Project Writing Guide

Here are some guidelines to help you in writing a successful research project:

• Choose a topic: Choose a topic that you are interested in and that is relevant to your field of study. It is important to choose a topic that is specific and focused enough to allow for in-depth research and analysis.
• Conduct a literature review : Conduct a thorough review of the existing research on your topic. This will help you to identify gaps in the literature and to develop a research question or hypothesis.
• Develop a research question or hypothesis : Based on your literature review, develop a clear research question or hypothesis that you will investigate in your study.
• Design your study: Choose an appropriate research design and methodology to answer your research question or test your hypothesis. This may include choosing a sample, selecting measures or instruments, and determining data collection methods.
• Collect data: Collect data using your chosen methods and instruments. Be sure to follow ethical guidelines and obtain informed consent from participants if necessary.
• Analyze data: Analyze your data using appropriate statistical or qualitative methods. Be sure to clearly report your findings and provide interpretations based on your research question or hypothesis.
• Discuss your findings : Discuss your findings in the context of the existing literature and your research question or hypothesis. Identify any limitations or implications of your study and suggest directions for future research.
• Write your project: Write your research project in a clear and organized manner, following the appropriate format and style guidelines for your field of study. Be sure to include an introduction, literature review, methodology, results, discussion, and conclusion.
• Revise and edit: Revise and edit your project for clarity, coherence, and accuracy. Be sure to proofread for spelling, grammar, and formatting errors.
• Cite your sources: Cite your sources accurately and appropriately using the appropriate citation style for your field of study.

Examples of Research Projects

Some Examples of Research Projects are as follows:

• Investigating the effects of a new medication on patients with a particular disease or condition.
• Exploring the impact of exercise on mental health and well-being.
• Studying the effectiveness of a new teaching method in improving student learning outcomes.
• Examining the impact of social media on political participation and engagement.
• Investigating the efficacy of a new therapy for a specific mental health disorder.
• Exploring the use of renewable energy sources in reducing carbon emissions and mitigating climate change.
• Studying the effects of a new agricultural technique on crop yields and environmental sustainability.
• Investigating the effectiveness of a new technology in improving business productivity and efficiency.
• Examining the impact of a new public policy on social inequality and access to resources.
• Exploring the factors that influence consumer behavior in a specific market.

Characteristics of Research Project

Here are some of the characteristics that are often associated with research projects:

• Clear objective: A research project is designed to answer a specific question or solve a particular problem. The objective of the research should be clearly defined from the outset.
• Systematic approach: A research project is typically carried out using a structured and systematic approach that involves careful planning, data collection, analysis, and interpretation.
• Rigorous methodology: A research project should employ a rigorous methodology that is appropriate for the research question being investigated. This may involve the use of statistical analysis, surveys, experiments, or other methods.
• Data collection : A research project involves collecting data from a variety of sources, including primary sources (such as surveys or experiments) and secondary sources (such as published literature or databases).
• Analysis and interpretation : Once the data has been collected, it needs to be analyzed and interpreted. This involves using statistical techniques or other methods to identify patterns or relationships in the data.
• Conclusion and implications : A research project should lead to a clear conclusion that answers the research question. It should also identify the implications of the findings for future research or practice.
• Communication: The results of the research project should be communicated clearly and effectively, using appropriate language and visual aids, to a range of audiences, including peers, stakeholders, and the wider public.

Importance of Research Project

Research projects are an essential part of the process of generating new knowledge and advancing our understanding of various fields of study. Here are some of the key reasons why research projects are important:

• Advancing knowledge : Research projects are designed to generate new knowledge and insights into particular topics or questions. This knowledge can be used to inform policies, practices, and decision-making processes across a range of fields.
• Solving problems: Research projects can help to identify solutions to real-world problems by providing a better understanding of the causes and effects of particular issues.
• Developing new technologies: Research projects can lead to the development of new technologies or products that can improve people’s lives or address societal challenges.
• Improving health outcomes: Research projects can contribute to improving health outcomes by identifying new treatments, diagnostic tools, or preventive strategies.
• Enhancing education: Research projects can enhance education by providing new insights into teaching and learning methods, curriculum development, and student learning outcomes.
• Informing public policy : Research projects can inform public policy by providing evidence-based recommendations and guidance on issues related to health, education, environment, social justice, and other areas.
• Enhancing professional development : Research projects can enhance the professional development of researchers by providing opportunities to develop new skills, collaborate with colleagues, and share knowledge with others.

Research Project Ideas

Following are some Research Project Ideas:

Field: Psychology

• Investigating the impact of social support on coping strategies among individuals with chronic illnesses.
• Exploring the relationship between childhood trauma and adult attachment styles.
• Examining the effects of exercise on cognitive function and brain health in older adults.
• Investigating the impact of sleep deprivation on decision making and risk-taking behavior.
• Exploring the relationship between personality traits and leadership styles in the workplace.
• Examining the effectiveness of cognitive-behavioral therapy (CBT) for treating anxiety disorders.
• Investigating the relationship between social comparison and body dissatisfaction in young women.
• Exploring the impact of parenting styles on children’s emotional regulation and behavior.
• Investigating the effectiveness of mindfulness-based interventions for treating depression.
• Examining the relationship between childhood adversity and later-life health outcomes.

Field: Economics

• Analyzing the impact of trade agreements on economic growth in developing countries.
• Examining the effects of tax policy on income distribution and poverty reduction.
• Investigating the relationship between foreign aid and economic development in low-income countries.
• Exploring the impact of globalization on labor markets and job displacement.
• Analyzing the impact of minimum wage laws on employment and income levels.
• Investigating the effectiveness of monetary policy in managing inflation and unemployment.
• Examining the relationship between economic freedom and entrepreneurship.
• Analyzing the impact of income inequality on social mobility and economic opportunity.
• Investigating the role of education in economic development.
• Examining the effectiveness of different healthcare financing systems in promoting health equity.

Field: Sociology

• Investigating the impact of social media on political polarization and civic engagement.
• Examining the effects of neighborhood characteristics on health outcomes.
• Analyzing the impact of immigration policies on social integration and cultural diversity.
• Investigating the relationship between social support and mental health outcomes in older adults.
• Exploring the impact of income inequality on social cohesion and trust.
• Analyzing the effects of gender and race discrimination on career advancement and pay equity.
• Investigating the relationship between social networks and health behaviors.
• Examining the effectiveness of community-based interventions for reducing crime and violence.
• Analyzing the impact of social class on cultural consumption and taste.
• Investigating the relationship between religious affiliation and social attitudes.

Field: Computer Science

• Developing an algorithm for detecting fake news on social media.
• Investigating the effectiveness of different machine learning algorithms for image recognition.
• Developing a natural language processing tool for sentiment analysis of customer reviews.
• Analyzing the security implications of blockchain technology for online transactions.
• Investigating the effectiveness of different recommendation algorithms for personalized advertising.
• Developing an artificial intelligence chatbot for mental health counseling.
• Investigating the effectiveness of different algorithms for optimizing online advertising campaigns.
• Developing a machine learning model for predicting consumer behavior in online marketplaces.
• Analyzing the privacy implications of different data sharing policies for online platforms.
• Investigating the effectiveness of different algorithms for predicting stock market trends.

Field: Education

• Investigating the impact of teacher-student relationships on academic achievement.
• Analyzing the effectiveness of different pedagogical approaches for promoting student engagement and motivation.
• Examining the effects of school choice policies on academic achievement and social mobility.
• Investigating the impact of technology on learning outcomes and academic achievement.
• Analyzing the effects of school funding disparities on educational equity and achievement gaps.
• Investigating the relationship between school climate and student mental health outcomes.
• Examining the effectiveness of different teaching strategies for promoting critical thinking and problem-solving skills.
• Investigating the impact of social-emotional learning programs on student behavior and academic achievement.
• Analyzing the effects of standardized testing on student motivation and academic achievement.

Field: Environmental Science

• Investigating the impact of climate change on species distribution and biodiversity.
• Analyzing the effectiveness of different renewable energy technologies in reducing carbon emissions.
• Examining the impact of air pollution on human health outcomes.
• Investigating the relationship between urbanization and deforestation in developing countries.
• Analyzing the effects of ocean acidification on marine ecosystems and biodiversity.
• Investigating the impact of land use change on soil fertility and ecosystem services.
• Analyzing the effectiveness of different conservation policies and programs for protecting endangered species and habitats.
• Investigating the relationship between climate change and water resources in arid regions.
• Examining the impact of plastic pollution on marine ecosystems and biodiversity.
• Investigating the effects of different agricultural practices on soil health and nutrient cycling.

Field: Linguistics

• Analyzing the impact of language diversity on social integration and cultural identity.
• Investigating the relationship between language and cognition in bilingual individuals.
• Examining the effects of language contact and language change on linguistic diversity.
• Investigating the role of language in shaping cultural norms and values.
• Analyzing the effectiveness of different language teaching methodologies for second language acquisition.
• Investigating the relationship between language proficiency and academic achievement.
• Examining the impact of language policy on language use and language attitudes.
• Investigating the role of language in shaping gender and social identities.
• Analyzing the effects of dialect contact on language variation and change.
• Investigating the relationship between language and emotion expression.

Field: Political Science

• Analyzing the impact of electoral systems on women’s political representation.
• Investigating the relationship between political ideology and attitudes towards immigration.
• Examining the effects of political polarization on democratic institutions and political stability.
• Investigating the impact of social media on political participation and civic engagement.
• Analyzing the effects of authoritarianism on human rights and civil liberties.
• Investigating the relationship between public opinion and foreign policy decisions.
• Examining the impact of international organizations on global governance and cooperation.
• Investigating the effectiveness of different conflict resolution strategies in resolving ethnic and religious conflicts.
• Analyzing the effects of corruption on economic development and political stability.
• Investigating the role of international law in regulating global governance and human rights.

Field: Medicine

• Investigating the impact of lifestyle factors on chronic disease risk and prevention.
• Examining the effectiveness of different treatment approaches for mental health disorders.
• Investigating the relationship between genetics and disease susceptibility.
• Analyzing the effects of social determinants of health on health outcomes and health disparities.
• Investigating the impact of different healthcare delivery models on patient outcomes and cost effectiveness.
• Examining the effectiveness of different prevention and treatment strategies for infectious diseases.
• Investigating the relationship between healthcare provider communication skills and patient satisfaction and outcomes.
• Analyzing the effects of medical error and patient safety on healthcare quality and outcomes.
• Investigating the impact of different pharmaceutical pricing policies on access to essential medicines.
• Examining the effectiveness of different rehabilitation approaches for improving function and quality of life in individuals with disabilities.

Field: Anthropology

• Analyzing the impact of colonialism on indigenous cultures and identities.
• Investigating the relationship between cultural practices and health outcomes in different populations.
• Examining the effects of globalization on cultural diversity and cultural exchange.
• Investigating the role of language in cultural transmission and preservation.
• Analyzing the effects of cultural contact on cultural change and adaptation.
• Investigating the impact of different migration policies on immigrant integration and acculturation.
• Examining the role of gender and sexuality in cultural norms and values.
• Investigating the impact of cultural heritage preservation on tourism and economic development.
• Analyzing the effects of cultural revitalization movements on indigenous communities.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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How virtual work is accelerating innovation

Despite the upheaval caused by the COVID-19 pandemic—and partly because of it—innovation and digitization have been happening at a record-breaking pace. A McKinsey survey of top executives around the world found that companies accelerated their digitization  of customer, supply chain, and internal operations by an average of three years.

Indeed, over the past two years, countries around the world have set records for new business formation, new patents issued, venture capital invested, and more. The US Census Bureau’s seasonally adjusted business formation statistics data show that through 2021, a record 5.38 million applications had been filed to form new businesses—an increase of more than 50 percent over prepandemic 2019. 1 “Business Formation Statistics, April 2022,” US Census Bureau, May 11, 2022. The brisk pace meant there were roughly 409,000 more US filings in 2021 than at the same point in prepandemic 2019. The World Intellectual Property Indicators also showed that aggregate global filing activity across 150 authorities grew in 2020, even amid the global health crisis. 2 World Intellectual Property Indicators 2021 , WIPO, 2021. Venture capital flows have also boomed: in 2021, global venture capital more than doubled from 2020, rising 111 percent. 3 Jordan Major, “Global VC funding hit a record $621 billion in 2021, a 111% increase YoY,” Finbold.com (Finance in Bold), January 13, 2022.

About the authors

This article is a collaborative effort by Federico Berruti , Gisele Ho, Phil Kirschner , Alex Morris, Sophie Norman, and Erik Roth , representing views from McKinsey’s Operations, Digital, Growth & Innovation, and Real Estate practices.

What’s striking about these dramatic advances is that they largely entailed people collaborating remotely, leveraging technology in different ways, and being bolder with innovation, automation, and digitization than ever before. For decades, physical proximity has been considered essential to successful innovation. In an influential 1977 book, management professor Thomas Allen described a strong negative correlation between physical distance and frequency of communication, finding that people are four times as likely to regularly talk with someone six feet away from them as with someone 60 feet away, and people almost never communicate with colleagues on separate floors or in separate buildings. 4 Thomas J. Allen, Managing the Flow of Technology , Cambridge, MA: MIT Press, 1977.

This proximity mantra guided everything from office layouts to urban planning. Cities such as Boston (with many counterparts around the world) have tried to fuel innovation by establishing districts where academia, research organizations, start-ups, and investors work side by side in purpose-designed “innovation ecosystems.” 5 Carmelina Bevilacqua et al., Place-based innovation ecosystems: Boston-Cambridge innovation districts (USA) , Joint Research Centre, 2019. Locating problem solvers together to encourage creative collisions of ideas, experimentation, and informal collaboration is also core to one of McKinsey’s original eight essentials of innovation .

Would you like to learn more about our Operations Practice ?

While the pandemic-related measures have thwarted the engineered serendipity designed into physical work spaces, making watercooler conversations and impromptu problem-solving interactions difficult to replicate virtually, it has led to a broad embrace of videoconferencing and virtual collaboration tools. Organizational network and collaboration analytics have also enabled innovative companies to help employees build and sustain the ties necessary to generate new ideas. As a result, organizations have, in the words of author Steven Johnson, “widened the pool of minds that could come up with and share good ideas” 6 Steven Johnson, Where Good Ideas Come From: The Natural History of Innovation , New York, NY: Riverhead Books, 2010. —a vital ingredient for innovation. By connecting people into broader virtual networks, the pandemic has increased the collective speed and creativity of innovation efforts.

It’s likely that flexible work and workplaces are here to stay, especially for organizations seeking to maintain or accelerate this elevated pace of innovation. More than half of corporate and government employees say they would like to work from home  at least three days per week, and the number is even higher for innovation talent, such as programmers. 7 “For programmers, remote working is becoming the norm,” Economist , August 11, 2021. Location flexibility has become a de facto expectation for the latter group. Rather than seeing this as an obstacle, organizations seeking to innovate are doubling down on the benefits that new approaches to innovation present.

Diversity and inclusion

Innovators recognize that increased diversity and greater inclusion, both within teams and at the leadership level, produce more and better innovation results. A recent McKinsey study  found that more ethnically and racially diverse companies outperform their less-diverse peers by 36 percent when it comes to financial targets. As a result, innovators  are tapping virtual work to attract more specialized and diverse talent and are building more inclusive workforces. One recently launched start-up that rapidly achieved unicorn status shifted to a virtual-first model, recognizing that the specific innovation talent its business required wasn’t available in any single major city.

Productivity

Innovators have also recognized that virtual teams, especially when managed effectively, can avoid unnecessary distractions, experience more effective and uninterrupted workflow, and achieve productivity gains. In a 2021 study, 83 percent of employees working remotely agreed that their homes enabled them to work productively—a higher proportion than the average office (64 percent) and even outstanding workplaces (78 percent). 8 “Workplace 2021: Appraising future-readiness,” Leesman, 2021. One innovative technology company recently started “time zone stacking,” the practice of strategically structuring virtual teams to positively leverage time differences and further accelerate innovation efforts.

How CEOs can win the new service game

Customer-centricity.

Perhaps paradoxically, an adjustment made because of the COVID-19 pandemic has enabled many organizations to get physically closer to their customers, as hiring is no longer tethered to geographic location. One global payment platform, for example, launched a remote engineering hub during the pandemic, hiring engineers from a range of locations and cultures. One year into the initiative, the company reports feeling “closer to customers—because we literally are.” Similarly, a government agency now describes being more citizen-centric thanks to hiring employees who live and work across the country, not just in the capital city.

Proximity to the customer, instead of to a physical office, can help organizations’ innovation talent avoid the corporate echo chamber and identify and test new ideas faster. Getting closer to target communities is also easier than ever thanks to the proliferation of coworking sites and other “third places” to work and connect.

Proximity to the customer, instead of to a physical office, can help organizations’ innovation talent avoid the corporate echo chamber and identify and test new ideas faster.

The pandemic has made clear that lack of physical proximity need not hold back innovation—in fact, it can fuel it—but this is not a new phenomenon. Although it may come as a surprise to some, boldly innovating through remote collaboration has been a fixture in the scientific community for decades. In the 1980s, researchers adopted a way of working called the “collaboratory,” a virtual space where scientists interact with colleagues, share data and instruments, and collaborate without regard to physical location. Breakthroughs achieved through virtual collaboration include the Human Genome Project and the ATLAS project at CERN, which involved 1,800 particle physicists across 34 countries.

More recently, innovators outside the science sphere have embraced the approach. Cryptocurrencies and metaverse platforms were largely developed through decentralized collaboration involving people around the globe. Pandemic-related changes simply expanded on the model rapidly, notably in the record-breaking development of the COVID-19 vaccines and a slew of new company and product launches over the past 24 months.

If the age of assuming that innovation requires physical proximity is behind us, with innovative companies’ full embrace of virtual teams and the role of technology, what comes next? One executive who leads a 50-person innovation group as part of a 15,000-employee organization said, “The pandemic made us realize that we never needed a swanky and costly innovation studio to do our work. What we want is community.” His plans are to make virtual work permanent, with monthly or quarterly in-person gatherings to strengthen trust, friendship, and connection.

How many more innovators will adopt this approach? Will bringing together the best of remote practices and the best of in-person experiences accelerate innovation even further? Let’s start experimenting to find out.

Federico Berruti and Alex Morris are both partners in McKinsey’s Toronto office, where Gisele Ho is a senior manager; Phil Kirschner is a senior expert in the New York office, where Sophie Norman is a senior manager; and Erik Roth is a senior partner in the Stamford, Connecticut, office.

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New Group Joins the Political Fight Over Disinformation Online

The group intends to fight what its leader, Nina Jankowicz, and others have described as a coordinated campaign by conservatives and their allies to undermine researchers who study disinformation.

By Steven Lee Myers and Jim Rutenberg

Two years ago, Nina Jankowicz briefly led an agency at the Department of Homeland Security created to fight disinformation — the establishment of which provoked a political and legal battle over the government’s role in policing lies and other harmful content online that continues to reverberate.

Now she has re-entered the fray with a new nonprofit organization intended to fight what she and others have described as a coordinated campaign by conservatives and others to undermine researchers, like her, who study the sources of disinformation.

Already a lightning rod for critics of her work on the subject, Ms. Jankowicz inaugurated the organization with a letter accusing three Republican committee chairmen in the House of Representatives of abusing their subpoena powers to silence think tanks and universities that expose the sources of disinformation.

“These tactics echo the dark days of McCarthyism, but with a frightening 21st-century twist,” she wrote in the letter on Monday with the organization’s co-founder Carlos Álvarez-Aranyos, a public-relations consultant who in 2020 was involved in efforts to defend the integrity of the American voting system.

The inception of the group, the American Sunlight Project, reflects how divisive the issue of identifying and combating disinformation has become as the 2024 presidential election approaches. It also represents a tacit admission that the informal networks formed at major universities and research organizations to address the explosion of disinformation online have failed to mount a substantial defense against a campaign, waged largely on the right, depicting their work as part of an effort to silence conservatives.

Taking place in the courts, in conservative media and on the Republican-led House Judiciary Select Subcommittee on the Weaponization of the Federal Government, the campaign has largely succeeded in eviscerating efforts to monitor disinformation, especially around the integrity of the American election system.

Many of the nation’s most prominent researchers, facing lawsuits, subpoenas and physical threats, have pulled back.

“More and more researchers were getting swept up by this, and their institutions weren’t either allowing them to respond or responding in a way that really just was not rising to meet the moment,” Ms. Jankowicz said in an interview. “And the problem with that, obviously, is that if we don’t push back on these campaigns, then that’s the prevailing narrative.”

That narrative is prevailing at a time when social media companies have abandoned or cut back efforts to enforce their own policies against certain types of content.

Many experts have warned that the problem of false or misleading content is only going to increase with the advent of artificial intelligence.

“Disinformation will remain an issue as long as the strategic gains of engaging in it, promoting it and profiting from it outweigh consequences for spreading it,” Common Cause, the nonpartisan public interest group, wrote in a report published last week that warned of a new wave of disinformation around this year’s vote.

Ms. Jankowicz said her group would run advertisements about the broad threats and effects of disinformation and produce investigative reports on the backgrounds and financing of groups conducting disinformation campaigns — including those targeting the researchers.

She has joined with two veteran political strategists: Mr. Álvarez-Aranyos, formerly a communications strategist for Protect Democracy, a nonpartisan group that seeks to counter domestic authoritarian threats, and Eddie Vale, formerly of American Bridge, a liberal group devoted to gathering opposition research into Republicans.

The organization’s advisory board includes Katie Harbath, a former Facebook executive who was previously a top digital strategist for Senate Republicans; Ineke Mushovic, a founder of the Movement Advancement Project , a think tank that tracks threats to democracy and gay, lesbian and transgender issues; and Benjamin Wittes, a national security legal expert at the Brookings Institution and editor in chief of Lawfare .

“We need to be a little bit more aggressive about how we think about defending the research community,” Mr. Wittes said in an interview, portraying the attacks against it as part of “a coordinated assault on those who have sought to counter disinformation and election interference.”

In the letter to congressional Republicans, Ms. Jankowicz noted the appearance of a fake robocall in President Biden’s voice discouraging voters in New Hampshire from voting in the state’s primary and artificially generated images of former President Donald J. Trump with Black supporters, as well as renewed efforts by China and Russia to spread disinformation to American audiences.

The American Sunlight Project has been established as a nonprofit under the section of the Internal Revenue Code that allows it greater leeway to lobby than tax-exempt charities known as 501(c)(3)s. It also does not have to disclose its donors, which Ms. Jankowicz declined to do, though she said the project had initial commitments of $1 million in donations.

The budget pales in comparison with those behind the counteroffensive like America First Legal, the Trump-aligned group that, with a war chest in the tens of millions of dollars, has sued researchers at Stanford and the University of Washington over their collaboration with government officials to combat misinformation about voting and Covid-19.

The Supreme Court is expected to rule soon in a federal lawsuit filed by the attorneys general of Missouri and Louisiana accusing government agencies of using the researchers as proxies to pressure social media platforms to take down or restrict the reach of accounts.

The idea for the American Sunlight Project grew out of Ms. Jankowicz’s experience in 2022 when she was appointed executive director of a newly created Disinformation Governance Board at the Department of Homeland Security.

From the instant the board became public, it faced fierce criticism portraying it as an Orwellian Ministry of Truth that would censor dissenting voices in violation of the First Amendment, though in reality it had only an advisory role and no enforcement authority.

Ms. Jankowicz, an expert on Russian disinformation who once served as an adviser to Ukraine’s Ministry of Foreign Affairs, stepped down shortly after her appointment. Even then, she faced such a torrent of personal threats online that she hired a security consultant. The board was suspended and then, after a short review, abolished.

“I think we’re existing in an information environment where it is very easy to weaponize information and to make it seem sinister,” Mr. Álvarez-Aranyos said. “And I think we’re looking for transparency. I mean, this is sunlight in the very literal sense.”

Ms. Jankowicz said that she was aware that her involvement with the new group would draw out her critics, but that she was well positioned to lead it because she had already “gone through the worst of it.”

Steven Lee Myers covers misinformation and disinformation from San Francisco. Since joining The Times in 1989, he has reported from around the world, including Moscow, Baghdad, Beijing and Seoul. More about Steven Lee Myers

Jim Rutenberg is a writer at large for The Times and The New York Times Magazine and writes most often about media and politics. More about Jim Rutenberg

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Research: When Employees Identify with Their Company, They’re Less Likely to Recognize Gender Discrimination

• Jamie L. Gloor,
• Tyler Okimoto,
• Brooke Gazdag,
• Michelle Ryan

Beware the “not here” bias.

Identifying as an organizational member — or feeling a strong sense of attachment to the organization — is generally a positive thing for employees and employers. But our research on workplace incivility and mistreatment shows that it can also shape when — and if — employees recognize and respond to subtle forms of discrimination against women at work. Evidence shows that leaders, as well as employees, play a key role in identifying and remedying gender discrimination in all its forms. If the goal is to proactively address gender discrimination in the workplace and encourage leaders and workers to remove their rose-colored glasses, this article offers a few suggestions.

You’re in the elevator of your office building. The doors open and two coworkers — one male and one female — enter the elevator in a heated debate. The female employee is trying to explain an issue on a project she’s leading, but the male employee interrupts her: “ Geez, I’ve heard enough of you and your opinions!” The woman falls silent, clearly upset and shaken by the comment.

• JG Jamie L. Gloor is a Swiss National Science Foundation professor of Leadership & Diversity Science at the University of St.Gallen in Switzerland. Her research, teaching, and speaking focus on diversity and inclusion, leadership, humor, and sustainability to craft more equitable, enjoyable, and productive workplaces with positive impact.
• TO Tyler Okimoto is a professor of management and academic dean within the faculty of Business, Economics, and Law at the University of Queensland. His research aims to understand the factors that bias employee judgments and lead to discrimination at work, and how organizations can work through biased viewpoints to promote consensus and a greater sense of fairness.

Xinxin Li is an associate professor of management at the Antai College of Economics and Management at the Shanghai Jiao Tong University. Her research focuses on DEI, business ethics, and emotions at work.

• BG Brooke Gazdag is an associate professor and academic director of executive education at the Kühne Logistics University in Hamburg, Germany. Through her research and teaching, she seeks to improve employees’ experience at work through leadership, negotiations, and diversity and inclusion.

Michelle Ryan is a professor of social and organizational psychology and the director of the Global Institute for Women’s Leadership at The Australian National University. Her work centers on understanding the psychological processes underlying workplace gender inequality, and designing and implementing innovative and evidence-based interventions to increase gender equality.

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Making the power grid 'smart' could save us all money and prevent blackouts. Chattanooga made the $280 million investment.

• The power grid is too old and simple for the growth of extreme weather, EVs , and renewable energy.
• Chattanooga's utility built a $280 million smart grid, creating $2.7 billion in economic value.
• This article is part of " Transforming Business: Infrastructure ," a series exploring the advancements reshaping US infrastructure.

It pays to be smart and Chattanooga, Tennessee, has put a whole new meaning to the phrase. The city is home to one of the nation's most advanced power grids .

The local utility, called EPB of Chattanooga , spent $280 million to refurbish its power system with smart technologies to make a "smart grid."

In its first 10 years, the project generated $2.7 billion worth of economic value, according to an EPB-funded study . That's not a bad return on investment.

The US grid needs its own internet

Smart grids like this offer a cleaner, safer, and more efficient future with lower electric bills and fewer blackouts — which is great because the way our energy system has operated for the past century isn't going to cut it for the next one.

In most places, energy starts with a giant coal-fired power plant. From there, transmission lines zip the electricity to a substation, which lowers the voltage and pumps it into distribution lines to homes and businesses.

Electricity flows one way, from the power plant to your home, and it doesn't do much else. It's simple — and that was fine for a long time. But it's becoming a problem as the climate crisis complicates our energy supply.

Increasingly extreme weather events are battering our electrical infrastructure and causing outages that cost American businesses an estimated $150 billion a year, according to the US Department of Energy.

Meanwhile, climate solutions put their own pressure on the grid. Wind farms and solar panels feed energy into the system inconsistently, making it harder to pace supply with the day-to-day fluxes of electricity use.

Renewables also complicate things by sheer numbers — rather than from 12,000 power plants, in just a few decades, the US could be drawing its power from 1 million dispersed sources, from hydropower dams to rooftop solar panels.

At the same time, electrification, including the rise of electric vehicles , is increasing demand.

To cope, experts say, the grid needs its own internet, stat. They're calling for a digitized "smart grid."

"It's imperative," Kevin Schneider, the chief engineer studying power systems at the Pacific Northwest National Laboratory , told Business Insider.

Without smart technologies , the grid will be inefficient, leading to economic losses and slowing the transition to clean energy. An outdated grid could also fall victim to more and more blackouts.

"If people are really asleep at the wheel, and we keep pushing further, eventually you can get to the hyperbole of a third-world power system," Schneider said.

The American Society of Civil Engineers gave US energy infrastructure a C-minus grade in 2021, citing poor reliability and increasing threats from severe weather.

But a Chattanooga-like transformation nationwide could save us all money, reduce carbon emissions , and prevent blackouts.

What is a smart grid?

A key job of any power grid is to balance electricity supply and demand. Too much power could damage the system. Not enough could leave some people in the dark.

A smart grid automates this balancing act using a system of meters, sensors, controllers, and computers.

Smart grids can also help businesses, factory operators, or homeowners make better-informed decisions about when and how to use energy, whether they want to save money, reduce emissions, or both.

"It can send information along with electricity," Joshua Rhodes, a research scientist studying smart grids at the University of Texas at Austin, told BI.

For example, "it can control a fleet of air conditioners and maybe can turn them off for 15 minutes at a time" to optimize energy costs, he said.

How Chattanooga made its grid smart

EPB of Chattanooga first needed a system to communicate with all the smart devices it would install. It couldn't make significant upgrades to its system without it.

"Everything that you looked to do, the limitation was communications," David Wade, the CEO of EPB of Chattanooga, told BI.

Fiber optics would do the trick — and allow EPB to start offering TV, internet, and phone services.

With the prospect of revenue and a mission as a public utility to improve quality of life, the EPB board of directors approved a plan in 2008.

With $169 million from a municipal bond issue for the project, workers started digging trenches and climbing poles to lay new fiber optic cables across Hamilton County.

The project was supposed to take 10 years, but a $111.5 million grant from the Department of Energy accelerated the process, basically cutting time to completion in half. The utility finished building its smart grid in 2012.

In just four years, EPB had laid its fiber-optic network and linked it to more than 180,000 smart meters in customers' homes and businesses. It also installed about 1,200 automated smart switches, which open or close the flow of power in response to automated software or remote commands from human operators.

The smart switches can rapidly reroute energy around fallen power lines that would otherwise cause a blackout. That means the system self-heals, restoring power in seconds.

As a result, EPB has reported a 55% annual decrease in outage minutes, or about 19 million outage minutes a year.

Previously, dispatchers had to drive to each switch to manually open or close it.

"It's making the same decisions that we were making as dispatchers and humans, only probably making them a multitude of times faster," Wade said.

In the following decade, EPB spent another $115.5 million expanding its smart grid to new housing and commercial developments.

Smart grids are more efficient

Because the smart grid automates the balance of supply and demand — helping ensure there's no more energy in the system than people are using at different times of the day — it's more efficient.

That reduces energy waste and emissions.

In the EPB-funded study period, 2014 to 2020, the EPB grid emitted 8,300 fewer tons of CO2 than it would have if it weren't smart. That's almost as much as Taylor Swift's private jet emitted in the first half of 2022.

Those carbon savings came partly from reduced energy use and partly because of reduced truck miles since dispatchers no longer had to drive to every switch for every outage.

It's not just blackouts. On a larger scale, a smarter grid could adapt better to the surge of renewables .

For example, take the Pacific Intertie — a highway of transmission lines that carry hydropower from the Columbia River all the way down to Southern California. The system may need to send power in the other direction more often as solar energy proliferates in the state's south.

"We had a cold snap up north. It was relatively sunny down south, and suddenly power was flowing the other direction," Schneider said.

Having software and automated equipment to handle that process could make it much more efficient and help the system quickly adapt to unforeseen changes.

In other words, a smart grid is designed to do more than one thing.

"We're going to start to see more things like that, where the system was designed to do X, and we're seeing ABCDEFG," Schneider said.

Smart grids can bring huge economic benefits

Even Congress knows the nation needs a smart grid. In 2007, it directed the Department of Energy to start doling out grants to make it happen.

That's the program that gave EPB a boost, and it has spent billions on smart-grid infrastructure nationwide .

It seems like the kick start worked. In 2020, the department estimated that smart-grid investments would rise to $16.4 billion annually by 2026 — compared with about $6.4 billion in 2018.

Though a smart grid requires a big up-front investment, it can save a lot of money down the line.

The study of EPB's smart grid, for instance, valued the benefits to each Hamilton County resident at about $646 a year in the project's first 10 years.

That's because the project created more than 9,500 jobs, helped attract new businesses with cost-efficient energy and high-speed internet, and kept customers' electric bills lower than they would have been without the smart grid, the study found. Each household saved about $93 a year on electricity bills.

Add it all up, and the smart grid with its fiber-optic internet provided $2.7 billion worth of economic value in its first 10 years, the study found.

The future of our power system

In an ideal future, each new wave of grid technology could integrate seamlessly into the smart system. Large-scale energy storage could provide backup to power communities when the sun isn't shining or the wind isn't blowing enough.

Someday, smart appliances in your home could weigh your personal schedule against peak electricity demand and pricing, as well as timing for minimal carbon emissions, to calculate the perfect time to wash your dishes or heat your house. That could translate into major savings on your electricity bill and your carbon footprint .

"I think tomorrow's grid really becomes: How do you take that massive proliferation of devices and optimize those for the good of the whole?" Wade said.

We're still far from that world, but some utilities are rising to the occasion. Nationwide, there are hundreds of microgrids — small, local areas that can operate independently of the larger grid if needed.

In the case of a major blackout, they can lock themselves out of the larger grid and rely on their own solar panels or backup batteries. Microgrids are key to a larger smart grid and unprecedented energy resilience.

Chattanooga is testing a microgrid around its police- and fire-department headquarters.

"Today, we are much better positioned than any utility I know of in adding distributed assets to the grid and creating microgrids," Wade said.

He added: "It'll get smarter."

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May 1, 2024 | Jessica McBride, PhD - College of Agriculture, Health and Natural Resources

CAHNR Graduate Research Forum Spotlights Innovative Work, Real-World Impact

Organized by CAHNR's Office of Research, the event provides graduate students from across the College with an opportunity to showcase their work.

Students from all CAHNR departments presented their research. (James Shiang/UConn Photo)

On Saturday April 20, the College of Agriculture, Health and Natural Resources held its annual Graduate Research Forum. The event is organized each year by CAHNR Office of Research and Graduate Education to provide graduate students from across the College with an opportunity to showcase their work.

This year, 34 students presented posters and 30 gave oral presentations to an audience of over 130 attendees. 35 volunteers also helped make the event successful.

“The forum was a celebration of the hard work, intellectual curiosity, and commitment of our graduate students,” says Kumar Venkitanarayanan, CAHNR associate dean for research and graduate education. “I am sure it is the foundation to more discoveries and contributions these students will make to society.”

Dean Indrajeet Chaubey provided opening remarks. Amy Harder, associate dean for UConn Extension, provided the keynote address, entitled “Beyond Scholarly Metrics: Creating Real-World Impact with Research and Extension.”

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