How to Use Market Research to Distinguish Yourself in a Saturated Market

Grocery Store_Featured on problem many companies face is the issue of having an over saturated market, meaning the amount inventory of a product has been maximized and consumer demand has lessened, either by too much production or too many competitors in the market. There are plenty of ways to get out of such a situation and distinguish oneself from others. But, in order to successfully prosper, companies need to use market research to discover which way would be most beneficial.

It is important to distinguish yourself from the competition so you can successfully make a name for your company. Researching how to do it is the first step to success.

Differentiate Your Business

Even if there are multiple competitors directly competing with your company, you can gain success through setting yourself apart. Discovering a way to change – through reinventing industry standards, changing the business model, or offering promotions that cannot be ignored – allows a creative way to make a niche in the market.

Smaller businesses need to work to differentiate themselves to ensure they can survive against industry leaders. Researching to find out what these large companies are doing, or not doing, can allow your company to take steps to create a difference between yourself and others, which can give customers a desire for you.

Recognize Demand

Saturation in the market means there is a strong demand for a product or service, which, in turn, means there is an opportunity. The U.S. is a country filled with product choices. With that in mind, it’s not necessary for you to avoid a market just because there are other companies already involved, otherwise consumers would have far less options to choose from.

The most successful companies in a high demand market work to discover what changes in their products would make them more successful. Working to find out what customers want from a product or service can allow you to manipulate your offerings to come out as an industry leader.

Give Something Extra

Like doing something different, discovering the little extra thing that can make your product or service have that extra umph can make all the difference. Thorough market research can provide you with information about your customers that other companies might not have. Consumer’s needs and wants are key drivers in sales, which means knowing that little thing that will attract them can push your sales. Whether it’s a warranty, extra features, or even multiple color options, having exactly what the customer wants makes all the difference.

Don’t Ignore Change

Just because the market changes does not mean your business is going to crumble. Change is a new beginning for opportunity. Market research can provide you with information on the changes in customers, competitors, distribution channels, features and more. Alterations to a business model or product can move a company forward in times of change.

A saturated market is a swimming pool of opportunity for those who can take advantage appropriately. Market research can give you the answer to distinguish yourself in a competitive industry.

To learn more about how to use market research to benefit your business, check out our complimentary eBook or download our free white paper.

How to Succeed Using Market Research


Thanks for reading!

Caitlin Stewart
Marketing Associate

Topics: Market Research Strategy