What is the first step in the market research process?

The first step in the market research process is problem definition. This critical phase involves identifying the specific problem or opportunity that needs to be addressed, which guides the entire research effort. Clearly defining the issue allows marketers to focus their research objectives and determine the appropriate questions to answer. A well-defined problem sets the groundwork for subsequent steps, such as deciding on research methodologies and what data is necessary to collect.

In contrast, data collection, data analysis and interpretation, and research design are all steps that follow the initial problem definition. Without knowing the exact problem, it is challenging to conduct effective research or gather relevant data, as the objectives may become unclear or misaligned with the actual needs of the business. Thus, problem definition ensures that the research will be targeted and useful in addressing specific marketing challenges or opportunities.