A Buzzword-Free Explanation Of What Is Marketing Research And It Grows Brands

“Data-driven.”

“Customer-centric.”

“Backed by insights.”

Every marketing agency says they do research. However, when you peel back the buzzwords, you’re often left with a SurveyMonkey poll and no plan. At Borrowed Pen, we don’t treat research like a checkbox. We use it to shape your entire marketing strategy from positioning and messaging to websites, RFPs, and brand voice. 

If you're wondering what real marketing research actually looks like (and what you should expect when you're paying for it), here's the breakdown without the buzz:

Step 1: Define the decisions the research needs to inform

We don’t start with: “What do you want to know?”

We start with: “What decision do you need to make?”

• Are you choosing a new market segment? 

• Rethinking your positioning? 

• Trying to figure out why deals are stalling?

Research without a decision is just data. We begin with strategy, so we know what kind of data will actually help.

Step 2: Find the right people to talk to

Good research doesn’t rely on a 10-question poll to your LinkedIn followers. We look for:

• Your best-fit buyers (current + lost)

• Internal stakeholders

• Sales reps who talk to prospects daily

• Competitors’ buyers (when possible)

• Your actual customers

Volume for the sake of volume skews the data. A targeted perspective leads to a sharp strategy.

Step 3: Use mixed methods, not just surveys

We blend qualitative and quantitative methods:

• 1:1 buyer interviews

• Competitor messaging audits

• Internal alignment workshops

• Win/loss analysis

• Sentiment tagging in sales transcripts

• Search behavior and keyword trend mapping

Yes, if a survey makes sense, we conduct it. However, it’s rarely the whole picture.

Step 4: Extract meaning, not just data

Here’s where a lot of agencies fall short. They hand over charts and walk away. We deliver chart and narrative clarity. We synthesize what we find into:

• Buyer personas with real voice-of-customer quotes

• Message maps and positioning documents

• Decision-stage questions

• Emotional and rational triggers that shape action

It’s not just what people said. It’s what you can do with it to grow your business. 

Step 5: Build the strategy

We use the research to:

• Write the copy

• Shape the website structure

• Clarify value props

• Refine targeting

• Identify content gaps

• Align marketing and sales messaging

It’s not theoretical. It’s immediately actionable.

Real example:

A client came to us because their growth had stalled. They thought they had a lead gen problem. After 12 buyer interviews and a competitor audit, we found:

• Their core messaging was blending in

• Their best-fit buyers weren’t the ones they were targeting

• The value prop wasn’t matching what clients loved about them

We rewrote the homepage, restructured the service pages, and created two strategic blog clusters. Within three months:

• Site traffic improved

• Demo requests increased

• Sales conversations were easier to start

Why? We used research to identify the issue and apply a solution.

Real research is the work that makes every other piece of marketing work. Need help finding clarity before your next big decision? We do research that translates directly into strategy and sales. Let’s dig in.