How do you include sustainability in market research?

1 Define the sustainability scope

The first step is to define the scope of your market research project in terms of sustainability. This means identifying the specific aspects of sustainability that are relevant to your client's industry, product, or service, and the target market. For example, you might focus on the environmental impact of the production process, the social benefits of the product features, or the economic value of the customer loyalty. You should also consider the sustainability standards and regulations that apply to your client's sector and market, and how they affect the research objectives and questions.

2 Choose the sustainability methods

The next step is to choose the market research methods that are suitable for addressing the sustainability scope. Depending on the type and stage of your project, you might use secondary or primary research, qualitative or quantitative methods, or a combination of both. For example, you might use secondary research to analyze the sustainability trends and best practices in your client's industry, or primary research to measure the customer attitudes and behaviors towards sustainability. You should also consider the sustainability implications of your research methods, such as the environmental footprint of your data collection and analysis, or the ethical issues of your sampling and consent.

3 Design the sustainability tools

The third step is to design the market research tools that are aligned with the sustainability methods. These include the data sources, instruments, and techniques that you will use to collect and analyze the market information. For example, you might use online databases, reports, or publications as data sources, surveys, interviews, or focus groups as instruments, and statistics, content analysis, or sentiment analysis as techniques. You should also design your tools to capture the sustainability dimensions of your research scope, such as the environmental, social, or economic factors that influence or are influenced by your client's product or service.

4 Conduct the sustainability research

The fourth step is to conduct the market research according to the sustainability tools. This means collecting and analyzing the data that will answer your research questions and objectives. For example, you might collect data from online surveys, phone interviews, or face-to-face focus groups, and analyze it using software, spreadsheets, or charts. You should also conduct your research in a sustainable way, such as minimizing the use of paper, energy, or travel, or ensuring the privacy, confidentiality, and safety of your participants.

5 Report the sustainability findings

The fifth step is to report the market research findings in a way that highlights the sustainability implications. This means presenting and interpreting the data that will inform your client's decision making and strategy. For example, you might use graphs, tables, or infographics to present the data, and narratives, insights, or recommendations to interpret it. You should also report your findings in a sustainable format, such as using digital platforms, formats, or media, or reducing the length, size, or complexity of your report.

6 Evaluate the sustainability impact

The final step is to evaluate the impact of your market research on the sustainability outcomes. This means assessing and measuring the effects of your research on the environmental, social, and economic aspects of your client's product or service, and the target market. For example, you might use indicators, metrics, or feedback to evaluate the impact, such as the carbon footprint, customer satisfaction, or revenue growth. You should also evaluate your own impact as a market researcher, such as the quality, credibility, or relevance of your research, or the opportunities, challenges, or learnings that you encountered.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?