Researching Your Target Customer – Event Recap

This morning’s Second Tuesday event brought together local businesses for an insightful session on Researching Your Target Customer, delivered by Michael McLoughlin, CEO of Amárach Research. The session gave attendees a practical framework for understanding how better research can lead to better decisions, stronger positioning and more effective growth.

A key message from the session was that market research is not about confirming what we already think. It is about finding out what we need to know, even when the answers are uncomfortable. Michael encouraged businesses to look beyond assumptions and to use research to better understand three connected areas: context, market and customer. When these three pieces are considered together, businesses are in a much stronger position to make decisions with confidence.

The overall goal is to build trust, hear honest feedback and use that feedback to improve. For B2C businesses, surveys and focus groups can still play an important role, provided the questions are fair, the sample is strong and the process is designed to uncover useful insight rather than simply flattering results. For B2B businesses, hold a dedicated customer listening session (max 30‑minutes) focused on insight, not sales. Build trust, welcome honest feedback, and use what you learn to drive visible improvements.

4 key takeaways

1. Start with free and reliable sources. Official data can provide valuable insight into demographics, spending patterns, customer profiles and market direction.
2. Look at context before tactics. Market conditions, regulation, inflation and local developments all influence customer behaviour.
3. Talk to customers to learn, not just to sell. Honest conversations build trust and often reveal what needs to change.
4. Use insight to sharpen your proposition. Good research helps businesses better understand what customers want, how they are perceived and where they can stand apart.

View today’s slides here.

Thank you to everyone who joined us this morning and contributed to another valuable Second Tuesday event. If you are not yet a member of DLR West Business Association, we would encourage you to join and become part of a supportive local business community built on connection, advice, advocacy and growth. Become a member here.

If you would like to learn more about upcoming events, workshops and business supports at DLRWBA, you can view our events calendar here.