For the small business owner it might be helpful to hire a marketing company or market research firm to help with these types of in-depth research however it's not to say that you couldn't ask your current clients or contacts as well on your own. Just remember you do not have to do all of this yourself, it's always good to consult with experts in areas that you are not familiar or experienced with so it's the best use of your time and it gets done right.
Now what do you do with all that great qualitative and quantitative information when you receive it? It is imperative that you work it into your marketing materials, Web site, correspondence, sales presentations, advertising and many other areas of your marketing plan. When you find out what your target market wants or likes, it is important NOT to ignore those results.
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