white measuring tape with black numbers resting on a white surface

When market research becomes a measuring stick

white measuring tape with black numbers resting on a white surface

I’ve been doing market research. A lot of market research. I’ve researched so many digital marketing companies that they’ve all started to blend together. I examined the offerings, downloaded the whitepapers, signed up for the newsletters and sussed out websites, Facebook groups, YouTube videos and LinkedIn profiles.


Well, because I want to make sure my offering is competitive — that it’s valuable, attractive and that I understand more about the needs of my customers. All good stuff, right?

I’ve poked my head up from out of my web browser and suddenly noticed that the days have blended together. What started out with ambition, zing and gusto to serve clients, tell stories and get down to business has blended minutes into hours, hours into days and days (dare I say weeks) into too much time to measure.

My intentions are good. And I know yours are too. We’re all focused on delivering value — on understanding pricing models, reflecting on depth of offerings, developing a niche and trying to figure out if our stuff is good enough. If we’re good enough.

Suddenly my measuring stick wasn’t long enough

As I explored all of the latest and greatest, I got lost in it. I suddenly felt overwhelmed at the seemingly massive journey in front of me and I got really busy comparing someone else’s journey to mine and deciding if mine was good enough. Soon I began to think “do I have to do the same things everyone else is doing to succeed?”

The short answer is no. 

How to tell if market research has turned into something else

Have the hours slipped away as you watch all of the Instagram stories, YouTube videos, Facebook lives and Google the latest trends in your industry?

There’s something to be said for simply doing the work. For trusting and believing that you’re just the right person to help your ideal customers. And that you and your offering are enough.

I’m not saying that you should skip market research and I’m definitely an advocate for understanding your ideal customer. However there comes a time to turn off the switch and trust. Surround yourself with people who inspire you and people who build you up. Believe in what they’re telling you. And get to work. It’s time.

(and if you need help with your marketing let’s talk)

Kelly Thibodeau

Kelly Thibodeau

Founder & Lead Consultant, Squarely Social

The secret of getting ahead is getting started.

Mark Twain