Market research is the best way to dig deeper and uncover the truly powerful information that drives your customers to choose one brand over another, through the use of quantitative and qualitative research methods. Market research is the act of gathering data from a group of individuals of the general public, analysing and generalising this information to understand how your customers or potential customers would react.No matter how unique or effective you believe your product or service offering to be, the next best thing could be right around the corner – and it could be your competition who is dishing it out to your customers.