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Customer research can also give you valuable insights into your customers attitudes towards your business and your products and services. Customer research might cover: customer demographics social and lifestyle trends.

Your research into industry and market factors will focus on information about any political, legal, economic, social and cultural issues or trends that can affect your business.

You can then use this external research to gather information about the composition of your target market, gaps in the market, new market trends and where new market opportunities might lie.