Emma runs a small, independent bookshop with a carefully curated collection of titles she knows her regular customers love. But as online bookstores and large retailers offer competitive prices and fast shipping, she begins to wonder how her little shop can continue to grow. She wants to attract new customers and better understand what readers in her community want. One day, she comes across an article about market research and realises it might be the tool she needs to find fresh opportunities for growth.
Starting with Simple Market Research
Emma’s first step is simple. She starts chatting with customers in her shop, asking them what types of books they’d love to see more of and how they discover new titles. She also begins paying attention to comments on her social media posts, noting which types of books and genres her followers engage with most. It’s a casual approach, but it reveals a surprising insight: many of her customers mention they struggle to find good books for children and young teens in her area.
Emma realises that there might be a gap in the local market for high-quality children’s books. With this in mind, she decides to explore further by conducting some more organised market research. She creates a short survey that she shares in-store and on her social media, asking people about the types of books they want, how often they buy books, and whether they’re interested in events like book readings or workshops.
Discovering a Hidden Opportunity
The survey responses start to roll in, and Emma is thrilled to see that many people are enthusiastic about children’s books and community events. They share that they’d love a place where children can discover new stories, meet other young readers, and get excited about reading. This isn’t just about selling books—it’s about creating an experience, a place where families can spend quality time.
Encouraged by these responses, Emma decides to expand her children’s book section, carefully selecting titles that cater to different age groups. She also plans a weekly storytime event and invites local authors for occasional readings. Her market research has shown her that her customers are looking for more than just a bookshop—they want a space where children can engage with books in a meaningful way.
Bringing Her Findings to Life
Emma doesn’t just add more children’s books and events; she transforms a section of her shop into a dedicated children’s corner. She fills it with colourful displays, bean bags, and even a “reading tree” where kids can sit and explore stories. Her customers respond with enthusiasm, bringing their children to the new space and sharing their experiences with friends and family.
She also keeps listening, checking in with parents about the kinds of books their children are enjoying and adding titles based on their feedback. Emma’s bookshop becomes a destination for families, a place where parents know they can find quality books and create positive memories with their children.
The Ripple Effect of Market Research
By responding to the needs she discovered through her market research, Emma sees a growth in her customer base. Families who hadn’t visited before are now regular customers, not only for children’s books but for themselves as well. Emma’s bookshop has become a community hub, a place where people know their preferences are heard and valued.
Beyond her immediate community, Emma notices that her shop’s social media presence is growing as well. People share photos of the children’s corner and talk about the positive experience of finding a shop that genuinely listens to its customers. Her market research didn’t just uncover an opportunity for new products—it helped her build a stronger relationship with her customers and establish her shop as a valuable, responsive business.
Why Market Research Matters for Small Businesses
Emma’s story shows that market research isn’t just for big companies with large budgets; it’s a powerful tool for small businesses too. By taking the time to listen to her customers and understand what they wanted, she was able to create a valuable experience that resonated deeply with her community. Market research helped her discover growth opportunities she wouldn’t have noticed otherwise and allowed her to expand in a way that felt authentic and aligned with her values.
For small business owners, market research can reveal hidden needs, show you new ways to serve your customers, and provide a path to growth that feels genuine. It’s not about complex data or expensive tools—it’s about listening, observing, and responding to the people who matter most: your customers.
Want to uncover growth opportunities for your business? Mark A Preston, a skilled Customer Growth Coach & Speaker, can guide you through market research that feels practical and purposeful. Contact Mark today to start exploring new ways to understand and serve your customers, building a business that grows naturally and authentically.
