Out of the Darkness and into the Light – The Shining Beacon of Market Research
Published: July 21, 2016
Market research may be one of the most under-valued, underutilized, as well as misunderstood, tools in a club owner’s/manager’s arsenal for achieving a sustainable competitive advantage in the marketplace. Most industries and business today recognize that without the insights from well-conceived and executed market research, they would be making decisions about their businesses in a vacuum, or as renowned market researcher and founder of AC Nielsen, Arthur Nielson said, “The price of light is less than the cost of darkness.”
In this white paper, we begin by exploring the inherent value of market research and how it can be the turbo boost for putting your business on a new and more successful trajectory. The paper explores a variety of ways that research can benefit any organization, whether its industry-based research or business-specific research. We conclude by sharing a few insights from client-based research and two recent industry-based research studies: AFS’s Fitness Studio Marketing Best Practices Report and the IHRSA 2016 Health Club Consumer Seasonal Report published in the winter of 2016.