This section provides standardized research templates aligned with each stage of the marketing funnel:
Initial Market Discover, Awareness, Interest, Decision, Action, and Retention.
Each template is designed to guide consistent data collection, ensure formal documentation, and optimize insights for Malkant Group’s market development activities.
The templates include:
- Research objectives per funnel stage
- Structured survey/questionnaire formats
- Data capture tables for analysis
- Competitor benchmarking frameworks
- Recommended tools to accelerate research
Overall Purpose: To support the Market Development team in conducting structured, repeatable, and scalable market research that drives data-informed strategies across the customer journey.
Purpose Per Funnel Stage
- Initial Market Discovery: Build a foundation of market knowledge before launching campaigns. Research focuses on market trends, audience profiling, competitor positioning, and channel landscape. This ensures campaigns are designed for the right audience, with messaging and formats that align with market realities.
- Awareness: Measure how effectively campaigns introduce Malkant to new audiences. Research identifies where prospects first encounter the brand, how well campaigns resonate, and which platforms maximize visibility. It helps refine reach strategies and brand-building efforts across digital and offline touchpoints.
- Interest: valuate how prospects engage with Malkant’s campaigns once awareness is established. Research here captures audience reactions to messaging, content engagement levels, and perception of credibility. It helps fine-tune campaign narratives, creative assets, and educational content to strengthen market positioning.
- Decision: Evaluate how campaigns influence preference and brand choice. Research highlights which campaign elements (testimonials, guarantees, educational resources, product showcases) build credibility and shift audience perception in Malkant’s favor. It informs campaign refinement for persuasive messaging.
- Action: Determine how campaigns support audiences in taking the desired next step (sign-up, download, registration, inquiry, etc.). Research focuses on campaign clarity, call-to-action effectiveness, and user journey alignment. It helps identify gaps between campaign promise and actual audience behavior, optimizing conversion-oriented campaigns.
- Retention: Measure the role of campaigns in sustaining engagement and long-term brand affinity. Research tracks loyalty campaigns, content follow-ups, and engagement programs to see how they influence continued interaction. It guides strategies for remarketing, community-building, and advocacy-driven campaigns.
Instructions:
- Choose among the funnel stages. You have to be mindful of which stage of the marketing funnel we're assessing by reading each stage's purpose carefully
- Inside each funnel stage are sets of templates we can use to conduct needed research
- Choose the template that best suits our research/deep dive need
- DUPLICATE the file and that's what you're going to use as your working file
- Reach out to your supervisor for new files storage