What is typically the primary goal of market research?

The primary goal of market research is to understand consumer preferences and market trends. This approach enables businesses to gain insights into what customers want, their behaviors, and emerging trends in the market, which are critical for making informed decisions about products, services, and marketing strategies. By understanding these factors, organizations can better align their offerings with consumer needs, ultimately leading to improved customer satisfaction and business success.

While gathering quantitative metrics can be an essential part of market research, focusing solely on these numbers does not capture the full essence of understanding the market. Verification of past sales data is useful but does not directly inform future actions or adaptations to changing consumer preferences. Evaluating employee performance is unrelated to market research objectives, as it pertains to human resources and organizational management rather than market dynamics.