Marketing Research

Organizations refining brand positioning, creating or validating messaging, or expanding into new markets benefit from consumer survey insights. Marketing research experts translate consumer feedback and behavioral data into business intelligence that supports informed decision-making. Tightly regulated industries, such as healthcare and life science, professional services firms, SaaS and technology companies, consumer product brands, and emerging growth organizations, frequently retain marketing research expertise.

Market research frequently serves as the basis for advertising claims. When claims are comparative or competitive, brands may also consider conducting advertising claim substantiation research.

View an IMS Legal Strategies case study to learn how we conduct research to support advertising claims and expand brand reach.

Market research expertise is engaged at many transition points in a business life cycle, including product launches, expansions, brand repositioning, and market entry. Executives and brand managers rely on consumer insights to guide both pivotal and smaller decisions. Consumer survey research reduces uncertainty by grounding strategy in reliable data.

Engaging market research expertise early ensures alignment with business objectives and increases the likelihood that findings will inform go-to-market strategies. Brand tracking studies also measure how your business is performing over time.

IMS Legal Strategies conducts market research, consumer research, and brand research, adhering to academic and regulatory standards. We deliver thorough reports and offer workshops on data-driven decision-making to broaden the application of market insights.

Explore more about our brand and consumer market research.

The scope of marketing research projects depends on audience size, research methodologies, business goals, and timelines. Some of our engagements span several months to years, and when regulatory approvals are involved, timelines become especially important.

Common types of studies our experts conduct include brand perception studies, message testing, customer journey analysis, competitive positioning, and audience segmentation. Projects may include a suite of studies designed to provide the most accurate projections and insights.

IMS works closely with clients to define research objectives, identify audience attributes, and design studies that deliver actionable reports that support specific decision-making. Much of our research informs go-to-market strategies and often serves as a foundation for conducting advertising claim substantiation.

IMS directly oversees recruitment to ensure quality, consistency, and accuracy. We design, conduct, analyze, and report findings in-house. Our partners recruit in accordance with our study designs, and depending on the location and study type (on-site, in-home, or online), additional facilities may be required to ensure data integrity.

We maintain decades-long relationships with respected vendors and facilities to reduce liability and the risk of data errors. Clients receive reports from our experts who understand both the strategic context and operational realities of their businesses.

Project cost and duration depend on research objectives, audience specificity, sample size, and methodologies. Focused studies can be completed within several months, while more complex projects, such as brand tracking, may take longer. When audience sizes are harder to obtain, and we are measuring data using more complex methodologies, a project may take longer from design to delivery.

All IMS research is litigation-grade and designed to withstand the highest levels of scrutiny. Project scope, timeline, and investment are aligned with your business priorities to deliver meaningful return on insight.

Marketing research guides calculated decision-making across brand, marketing, product, and leadership teams. Research refines messaging, strengthens brand positioning, identifies growth opportunities, improves customer experience, and supports go-to-market strategies.

By partnering with a reputable market research firm, organizations gain clarity, reduce risk, and make confident decisions grounded in real customer data rather than assumptions.

IMS Legal Strategies conducts marketing, consumer, and brand research to help companies understand their customers, evaluate advertising effectiveness, and strengthen their competitive edge. Our Coordinated methodologies are used to design advertising and message testing, conduct brand perception and brand tracking research, and study consumer behavior, including segmentation, market sizing, and customer journey analysis.

Market research projects use quantitative and qualitative methods, such as surveys, interviews, focus groups, along with advanced analytical techniques to deliver reports and insights that support marketing strategy, product development, and high-stakes decision-making.

Explore a recent IMS Legal Strategies article on Segmentation here.