{"id":18407,"date":"2022-06-30T09:00:00","date_gmt":"2022-06-30T09:00:00","guid":{"rendered":"https:\/\/leger360.com\/4-reasons-you-need-foundational-market-research\/"},"modified":"2024-02-28T15:16:31","modified_gmt":"2024-02-28T15:16:31","slug":"4-reasons-you-need-foundational-market-research","status":"publish","type":"post","link":"https:\/\/leger360.com\/en\/4-reasons-you-need-foundational-market-research\/","title":{"rendered":"4 Reasons You Need Foundational Market Research in 2022 (& How We Approach It Differently)"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text admin_label=”Text” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n

Market research plays a pivotal role in a company\u2019s decision-making, whether it\u2019s about releasing a new product or making a key strategic decision.\u00a0<\/span>\u00a0<\/span><\/p>\n

Foundational market research is the practice of discovering fundamental information about the consumers who are connected to a\u00a0specific category, what those consumers need and value, and how they perceive brands in the category.<\/span>\u00a0<\/span><\/span><\/p>\n

This information can then be used to help a company\u2019s leadership make vital decisions about representing the brand, promoting products, and more.\u00a0<\/span>\u00a0<\/span><\/p>\n

But one of the most common misunderstandings about foundational market research is that it\u2019s one-and-done.\u00a0<\/span>\u00a0<\/span><\/p>\n

In truth, foundational market research should be done on a regular basis or, at the very least, after periods of major change.\u00a0<\/span>\u00a0<\/span><\/p>\n

With that in mind, here are five reasons that your company should pursue foundational market research now in 2022.\u00a0<\/span>\u00a0<\/span><\/p>\n

1. COVID Changed Shoppers\u2019 Values<\/span><\/h2>\n

\"01-covid-changed-everything-1\"<\/p>\n

It\u2019s common knowledge at this point that the COVID-19 pandemic has impacted nearly every single part of the world\u2019s economy.\u00a0<\/span>\u00a0<\/span><\/p>\n

More specifically, it impacted consumers\u2019 feelings of safety, overall optimism, and even their core values.\u00a0<\/span>\u00a0<\/span><\/p>\n

According to the CBPP, <\/span>more than 40% of American households had a hard time keeping up<\/span><\/a> with regular expenses during the peak of COVID\u2019s impact.\u00a0<\/span>\u00a0<\/span><\/p>\n

This, in turn, had an impact on what American households could afford in terms of both necessities and disposal income. Hobbies had to fall by the wayside while finances were directed toward essential living conditions.\u00a0<\/span>\u00a0<\/span><\/p>\n

There was also somewhat of a change in what Americans considered \u201cessential.\u201d <\/span>Americans adopted millions of dogs<\/span><\/a> during the pandemic, filling their homes and lives with new furry friends who could play a much stronger emotional role in people\u2019s lives, as opposed to a hobby.\u00a0<\/span>\u00a0<\/span><\/p>\n

In other words, your company\u2019s primary demographic could have shifted in any number of dimensions. They could be operating with a smaller level of disposable income. They may have lost some of their former hobbies and potentially even exited your audience. They might even have <\/span>additional<\/span><\/i> responsibilities, compared to a few years ago.\u00a0<\/span>\u00a0<\/span><\/p>\n

While there are many more detailed analyses of COVID\u2019s economic impact available in the world, this short synopsis encapsulates the main reason why companies should consider foundational market research at this time.\u00a0<\/span>\u00a0<\/span><\/p>\n

COVID truly changed everything.\u00a0<\/span>\u00a0<\/span><\/p>\n

2. Shopper Behavior Has Changed<\/span><\/span><\/h2>\n

\"02-shopping-behavior-has-changed\"<\/span><\/p>\n

Because shoppers\u2019 values have changed, their shopping behaviors have followed suit.\u00a0<\/span>\u00a0<\/span><\/p>\n

Part of this was also because of the supply chain issues experienced during COVID, as any portion of the workforce could have been ill unexpectedly at any point.\u00a0<\/span>\u00a0<\/span><\/p>\n

However, the change in shopping behavior goes far beyond topics like logistics.\u00a0<\/span>\u00a0<\/span><\/p>\n

In 2020, <\/span>12,200 stores closed in the United States<\/span><\/a>, setting a new and heartbreaking record for the loss of both small and large business across the country. Our own research shows that just 64% of consumers were comfortable with going to a grocery store in October 2020 and just 76% in October 2021.\u00a0<\/span>\u00a0<\/span><\/p>\n

In addition, non-essential purchases \u2014 like concerts \u2014 were far less popular. Only 8% of consumers felt comfortable attending a concert<\/span> in October 2020 and 18% a year later.\u00a0<\/span>\u00a0<\/span><\/p>\n

In large scale, shoppers shifted their purchasing behaviors from in-person to ecommerce to avoid the potential of catching COVID, and this, in turn, led to a sharp increase in the number of deliveries and delivery services.\u00a0<\/span>\u00a0<\/span><\/p>\n

This opened up the delivery segment to greater opportunities and gains, as a small segment of the professional public began driving more often and making more stops than ever before.\u00a0<\/span>\u00a0<\/span><\/p>\n

According to Rensselaer Polytechnic Institute, <\/span>grocery deliveries alone increased by more than 113%<\/span><\/a> during the pandemic, and more than half of those new users planned to continue using grocery delivery services after COVID concludes.\u00a0<\/span>\u00a0<\/span><\/p>\n

In addition, <\/span>research from Oberlo<\/span><\/a> shows that US ecommerce sales sharply jumped from 2019 to 2020. Where sales only increased about 12% ($62.8 billion) from 2018 to 2019, they increased 42% ($241.8 billion) from 2019 to 2020.\u00a0<\/span>\u00a0<\/span><\/p>\n

Ecommerce sales continued to increase as well. 2021 saw an 18% increase ($148.5 billion) over 2020.\u00a0<\/span>\u00a0<\/span><\/p>\n

These examples underline a single key point that\u2019s crucial to understand today: Consumer purchasing behavior has changed.\u00a0<\/span>\u00a0<\/span><\/p>\n

3. Your Target Consumer Is Living & Working Differently<\/span><\/span><\/h2>\n

\"03-consumers-are-living-working-differently\"<\/span><\/p>\n

In addition to driving new shopping habits, the past two years have seen a significant change in the way that employees live and work.\u00a0<\/span>\u00a0<\/span><\/p>\n

According to NCCI, <\/span>roughly 6% of the professional workforce had worked from home<\/span><\/a> prior to the pandemic.\u00a0<\/span>\u00a0<\/span><\/p>\n

In May 2020, 33% of the professional workforce was working from home. This number was closer to 75% for office workers who could do their jobs via Internet access.\u00a0<\/span>\u00a0<\/span><\/p>\n

This shift, which some began to call \u201cliving at work\u201d because of how it changed their home lives, represents a dramatic reshuffling of the average worker\u2019s day.\u00a0<\/span>\u00a0<\/span><\/p>\n

Gasoline, train fare, and other commuter-related financial needs fell away for many as they set up laptops and home offices \u2014 some for the first time ever.\u00a0<\/span>\u00a0<\/span><\/p>\n

This also meant that many office workers also mixed their work-from-home days with being parents. As schools also shut down during COVID, 72% of women said they were the primary caregiver for a child during the COVID shutdowns with 33% of men saying the same thing, <\/span>according to SAGE Journals<\/span><\/a>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Altogether, this points to a new lifestyle of consumers throughout the country who mesh their personal and private lives on a regular basis, being parents, employees, leaders, and individuals all at the same time.\u00a0<\/span>\u00a0<\/span><\/p>\n

Perhaps it\u2019s no wonder that stress is continuing to trend upward for US consumers, <\/span>according to Psychology Today’s ongoing \u201cStress in America\u201d series<\/span><\/a>.\u00a0<\/span>\u00a0<\/span><\/p>\n

And as a result, your target consumer may be feeling the pinch of finances, work, parenthood, and other responsibilities all at the same time.\u00a0<\/span>\u00a0<\/span><\/p>\n

4. Disposable Income Has Changed<\/span><\/span><\/h2>\n

\"04-disposable-income-has-changed\"<\/p>\n

Between 2010 and 2020, the unemployment rate in the United States steadily declined. Then, during the COVID shutdowns, <\/span>it spiked to its highest point<\/span><\/a> since January 1948.\u00a0<\/span>\u00a0<\/span><\/p>\n

This record level of unemployed individuals meant the loss of key incomes for many households. This is also coupled with <\/span>record costs for rent<\/span><\/a>, placing additional demand on households\u2019 essential income and diminishing their abilities to make non-essential purchases.\u00a0<\/span>\u00a0<\/span><\/p>\n

With so many becoming unemployed, changing jobs, and facing increases in essential spending, it\u2019s completely possible that your target audience may not be able to afford the same pleasures and luxuries that they did in years past.\u00a0<\/span>\u00a0<\/span><\/p>\n

How Do We Do Foundational Market Research Differently?<\/span>\u00a0<\/span><\/p>\n

At times, the experience of working with a boutique company can feel substantially different like getting coffee from a local shop vs. a Starbucks. We know this because our own researchers have experienced it first-hand, having worked at some of the most well-known market research firms and now working at one of the most elite.\u00a0<\/span>\u00a0<\/span><\/p>\n

The biggest difference is 360 Market Reach offers market researchers more control over their individual studies so that they can truly craft a research project that is customized to a client\u2019s need.\u00a0<\/span>\u00a0<\/span><\/p>\n

There are no cookie-cutter options, and there are no pre-defined boxes into which client needs are slotted. <\/span>\u00a0<\/span><\/p>\n

Instead, our researchers truly immerse themselves in a company\u2019s product offerings, values, competitors, and industry to get a full view of the context around a study\u2019s needs.\u00a0<\/span>\u00a0<\/span><\/p>\n

This gives our researchers the enviable ability to create insights that go far above and beyond what may be expected. They\u2019re able to consider the study itself, the client company\u2019s position in the industry, and what all of that can mean for competition \u2014 among other ideas.\u00a0<\/span>\u00a0<\/span><\/p>\n

Altogether, these benefits make 360 Market Reach more flexible and agile.<\/span>\u00a0<\/span><\/p>\n

Understand Your Customer Base with Foundational Market Research<\/span>\u00a0<\/span><\/h2>\n

The harsh truths of today\u2019s economy include a multitude of changes and adjustments that many US consumers never saw coming.\u00a0<\/span>\u00a0<\/span><\/p>\n

Because of that, no company could\u2019ve predicted the volatility of the past few years as well.\u00a0<\/span>\u00a0<\/span><\/p>\n

That\u2019s why it\u2019s so important for your company to get a firm understanding of your customer as soon as possible.\u00a0<\/span>\u00a0<\/span><\/p>\n

It\u2019s also why we\u2019re here to help.\u00a0<\/span>\u00a0<\/span><\/p>\n

We understand that foundational market research should help make your company more predictable. The past two years have been anything but.\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Market research plays a pivotal role in a company\u2019s decision-making, whether it\u2019s about releasing a new product or making a key strategic decision.\u00a0\u00a0 Foundational market research is the practice of discovering fundamental information about the consumers who are connected to a\u00a0specific category, what those consumers need and value, and how they perceive brands in the category.\u00a0 This information can then be used to help a company\u2019s leadership make vital decisions about representing the brand, promoting products, and more.\u00a0\u00a0 But one of the most common misunderstandings about foundational market research is that it\u2019s one-and-done.\u00a0\u00a0 In truth, foundational market research should be done on a regular basis or, at the very least, after periods of major change.\u00a0\u00a0 With that in mind, here are five reasons that your company should pursue foundational market research now in 2022.\u00a0\u00a0 1. COVID Changed Shoppers\u2019 Values It\u2019s common knowledge at this point that the COVID-19 pandemic has impacted nearly every single part of the world\u2019s economy.\u00a0\u00a0 More specifically, it impacted consumers\u2019 feelings of safety, overall optimism, and even their core values.\u00a0\u00a0 According to the CBPP, more than 40% of American households had a hard time keeping up with regular expenses during the peak of COVID\u2019s impact.\u00a0\u00a0 This, […]<\/p>\n","protected":false},"author":2,"featured_media":18421,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"

Market research plays a pivotal role in a company\u2019s decision-making, whether it\u2019s about releasing a new product or making a key strategic decision. <\/span> <\/span><\/p>

Foundational market research is the practice of discovering fundamental information about the consumers who are connected to a specific category, what those consumers need and value, and how they perceive brands in the category.<\/span> <\/span><\/p>

<\/span><\/p>

This information can then be used to help a company\u2019s leadership make vital decisions about representing the brand, promoting products, and more. <\/span> <\/span><\/p>

But one of the most common misunderstandings about foundational market research is that it\u2019s one-and-done. <\/span> <\/span><\/p>

In truth, foundational market research should be done on a regular basis or, at the very least, after periods of major change. <\/span> <\/span><\/p>

With that in mind, here are five reasons that your company should pursue foundational market research now in 2022. <\/span> <\/span><\/p>

1. COVID Changed Shoppers\u2019 Values<\/span><\/h2>

\"01-covid-changed-everything-1\"<\/p>

It\u2019s common knowledge at this point that the COVID-19 pandemic has impacted nearly every single part of the world\u2019s economy. <\/span> <\/span><\/p>

More specifically, it impacted consumers\u2019 feelings of safety, overall optimism, and even their core values. <\/span> <\/span><\/p>

According to the CBPP, <\/span>more than 40% of American households had a hard time keeping up<\/span><\/a> with regular expenses during the peak of COVID\u2019s impact. <\/span> <\/span><\/p>

This, in turn, had an impact on what American households could afford in terms of both necessities and disposal income. Hobbies had to fall by the wayside while finances were directed toward essential living conditions. <\/span> <\/span><\/p>

There was also somewhat of a change in what Americans considered \u201cessential.\u201d <\/span>Americans adopted millions of dogs<\/span><\/a> during the pandemic, filling their homes and lives with new furry friends who could play a much stronger emotional role in people\u2019s lives, as opposed to a hobby. <\/span> <\/span><\/p>

In other words, your company\u2019s primary demographic could have shifted in any number of dimensions. They could be operating with a smaller level of disposable income. They may have lost some of their former hobbies and potentially even exited your audience. They might even have <\/span>additional<\/span><\/i> responsibilities, compared to a few years ago. <\/span> <\/span><\/p>

While there are many more detailed analyses of COVID\u2019s economic impact available in the world, this short synopsis encapsulates the main reason why companies should consider foundational market research at this time. <\/span> <\/span><\/p>

COVID truly changed everything. <\/span> <\/span><\/p>

2. Shopper Behavior Has Changed<\/span><\/span><\/h2>

\"02-shopping-behavior-has-changed\"<\/span><\/p>

Because shoppers\u2019 values have changed, their shopping behaviors have followed suit. <\/span> <\/span><\/p>

Part of this was also because of the supply chain issues experienced during COVID, as any portion of the workforce could have been ill unexpectedly at any point. <\/span> <\/span><\/p>

However, the change in shopping behavior goes far beyond topics like logistics. <\/span> <\/span><\/p>

In 2020, <\/span>12,200 stores closed in the United States<\/span><\/a>, setting a new and heartbreaking record for the loss of both small and large business across the country. Our own research shows that just 64% of consumers were comfortable with going to a grocery store in October 2020 and just 76% in October 2021. <\/span> <\/span><\/p>

In addition, non-essential purchases \u2014 like concerts \u2014 were far less popular. Only 8% of consumers felt comfortable attending a concert<\/span> in October 2020 and 18% a year later. <\/span> <\/span><\/p>

In large scale, shoppers shifted their purchasing behaviors from in-person to ecommerce to avoid the potential of catching COVID, and this, in turn, led to a sharp increase in the number of deliveries and delivery services. <\/span> <\/span><\/p>

This opened up the delivery segment to greater opportunities and gains, as a small segment of the professional public began driving more often and making more stops than ever before. <\/span> <\/span><\/p>

According to Rensselaer Polytechnic Institute, <\/span>grocery deliveries alone increased by more than 113%<\/span><\/a> during the pandemic, and more than half of those new users planned to continue using grocery delivery services after COVID concludes. <\/span> <\/span><\/p>

In addition, <\/span>research from Oberlo<\/span><\/a> shows that US ecommerce sales sharply jumped from 2019 to 2020. Where sales only increased about 12% ($62.8 billion) from 2018 to 2019, they increased 42% ($241.8 billion) from 2019 to 2020. <\/span> <\/span><\/p>

Ecommerce sales continued to increase as well. 2021 saw an 18% increase ($148.5 billion) over 2020. <\/span> <\/span><\/p>

These examples underline a single key point that\u2019s crucial to understand today: Consumer purchasing behavior has changed. <\/span> <\/span><\/p>

3. Your Target Consumer Is Living & Working Differently<\/span><\/span><\/h2>

\"03-consumers-are-living-working-differently\"<\/span><\/p>

In addition to driving new shopping habits, the past two years have seen a significant change in the way that employees live and work. <\/span> <\/span><\/p>

According to NCCI, <\/span>roughly 6% of the professional workforce had worked from home<\/span><\/a> prior to the pandemic. <\/span> <\/span><\/p>

In May 2020, 33% of the professional workforce was working from home. This number was closer to 75% for office workers who could do their jobs via Internet access. <\/span> <\/span><\/p>

This shift, which some began to call \u201cliving at work\u201d because of how it changed their home lives, represents a dramatic reshuffling of the average worker\u2019s day. <\/span> <\/span><\/p>

Gasoline, train fare, and other commuter-related financial needs fell away for many as they set up laptops and home offices \u2014 some for the first time ever. <\/span> <\/span><\/p>

This also meant that many office workers also mixed their work-from-home days with being parents. As schools also shut down during COVID, 72% of women said they were the primary caregiver for a child during the COVID shutdowns with 33% of men saying the same thing, <\/span>according to SAGE Journals<\/span><\/a>. <\/span> <\/span><\/p>

Altogether, this points to a new lifestyle of consumers throughout the country who mesh their personal and private lives on a regular basis, being parents, employees, leaders, and individuals all at the same time. <\/span> <\/span><\/p>

Perhaps it\u2019s no wonder that stress is continuing to trend upward for US consumers, <\/span>according to Psychology Today's ongoing \u201cStress in America\u201d series<\/span><\/a>. <\/span> <\/span><\/p>

And as a result, your target consumer may be feeling the pinch of finances, work, parenthood, and other responsibilities all at the same time. <\/span> <\/span><\/p>

4. Disposable Income Has Changed<\/span><\/span><\/h2>

\"04-disposable-income-has-changed\"<\/p>

Between 2010 and 2020, the unemployment rate in the United States steadily declined. Then, during the COVID shutdowns, <\/span>it spiked to its highest point<\/span><\/a> since January 1948. <\/span> <\/span><\/p>

This record level of unemployed individuals meant the loss of key incomes for many households. This is also coupled with <\/span>record costs for rent<\/span><\/a>, placing additional demand on households\u2019 essential income and diminishing their abilities to make non-essential purchases. <\/span> <\/span><\/p>

With so many becoming unemployed, changing jobs, and facing increases in essential spending, it\u2019s completely possible that your target audience may not be able to afford the same pleasures and luxuries that they did in years past. <\/span> <\/span><\/p>

How Do We Do Foundational Market Research Differently?<\/span> <\/span><\/p>

At times, the experience of working with a boutique company can feel substantially different like getting coffee from a local shop vs. a Starbucks. We know this because our own researchers have experienced it first-hand, having worked at some of the most well-known market research firms and now working at one of the most elite. <\/span> <\/span><\/p>

The biggest difference is 360 Market Reach offers market researchers more control over their individual studies so that they can truly craft a research project that is customized to a client\u2019s need. <\/span> <\/span><\/p>

There are no cookie-cutter options, and there are no pre-defined boxes into which client needs are slotted. <\/span> <\/span><\/p>

Instead, our researchers truly immerse themselves in a company\u2019s product offerings, values, competitors, and industry to get a full view of the context around a study\u2019s needs. <\/span> <\/span><\/p>

This gives our researchers the enviable ability to create insights that go far above and beyond what may be expected. They\u2019re able to consider the study itself, the client company\u2019s position in the industry, and what all of that can mean for competition \u2014 among other ideas. <\/span> <\/span><\/p>

Altogether, these benefits make 360 Market Reach more flexible and agile.<\/span> <\/span><\/p>

Understand Your Customer Base with Foundational Market Research<\/span> <\/span><\/h2>

The harsh truths of today\u2019s economy include a multitude of changes and adjustments that many US consumers never saw coming. <\/span> <\/span><\/p>

Because of that, no company could\u2019ve predicted the volatility of the past few years as well. <\/span> <\/span><\/p>

That\u2019s why it\u2019s so important for your company to get a firm understanding of your customer as soon as possible. <\/span> <\/span><\/p>

It\u2019s also why we\u2019re here to help. <\/span> <\/span><\/p>

We understand that foundational market research should help make your company more predictable. The past two years have been anything but. <\/span> <\/span><\/p>

Click the button below to get in touch with us to start talking about how we can get you the foundational market research you need to thrive in the new normal. <\/span> <\/span><\/p>

{{cta('2cb06552-fae2-410e-b864-0d14ec904874','justifycenter')}}<\/p>","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[38],"class_list":["post-18407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","post_language_cat-us-en-market-intelligence"],"acf":[],"yoast_head":"\n4 Reasons You Need Foundational Market Research in 2022 (& How We Approach It Differently) - Leger<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leger360.com\/en\/4-reasons-you-need-foundational-market-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 Reasons You Need Foundational Market Research in 2022 (& How We Approach It Differently)\" \/>\n<meta property=\"og:description\" content=\"Market research plays a pivotal role in a company\u2019s decision-making, whether it\u2019s about releasing a new product or making a key strategic decision.\u00a0\u00a0 Foundational market research is the practice of discovering fundamental information about the consumers who are connected to a\u00a0specific category, what those consumers need and value, and how they perceive brands in the category.\u00a0 This information can then be used to help a company\u2019s leadership make vital decisions about representing the brand, promoting products, and more.\u00a0\u00a0 But one of the most common misunderstandings about foundational market research is that it\u2019s one-and-done.\u00a0\u00a0 In truth, foundational market research should be done on a regular basis or, at the very least, after periods of major change.\u00a0\u00a0 With that in mind, here are five reasons that your company should pursue foundational market research now in 2022.\u00a0\u00a0 1. COVID Changed Shoppers\u2019 Values It\u2019s common knowledge at this point that the COVID-19 pandemic has impacted nearly every single part of the world\u2019s economy.\u00a0\u00a0 More specifically, it impacted consumers\u2019 feelings of safety, overall optimism, and even their core values.\u00a0\u00a0 According to the CBPP, more than 40% of American households had a hard time keeping up with regular expenses during the peak of COVID\u2019s impact.\u00a0\u00a0 This, […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/leger360.com\/en\/4-reasons-you-need-foundational-market-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Leger\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/leger360\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-30T09:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-28T15:16:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/foundational-market-research-header-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"430\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jason Anthony\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@leger360\" \/>\n<meta name=\"twitter:site\" content=\"@leger360\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jason Anthony\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/4-reasons-you-need-foundational-market-research\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/4-reasons-you-need-foundational-market-research\\\/\"},\"author\":{\"name\":\"Jason Anthony\",\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/#\\\/schema\\\/person\\\/34dfccb7aa46dcd4085221008ca51ac9\"},\"headline\":\"4 Reasons You Need Foundational Market Research in 2022 (& How We Approach It Differently)\",\"datePublished\":\"2022-06-30T09:00:00+00:00\",\"dateModified\":\"2024-02-28T15:16:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/4-reasons-you-need-foundational-market-research\\\/\"},\"wordCount\":1432,\"publisher\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/4-reasons-you-need-foundational-market-research\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/leger360.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/foundational-market-research-header-1.jpg\",\"articleSection\":[\"Market intelligence\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/leger360.com\\\/en\\\/4-reasons-you-need-foundational-market-research\\\/\",\"url\":\"https:\\\/\\\/leger360.com\\\/en\\\/4-reasons-you-need-foundational-market-research\\\/\",\"name\":\"4 Reasons You Need Foundational Market Research in 2022 (& How We Approach It Differently) - 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