These days, companies—regardless of their size or purpose—are reviewing and utilizing many marketing research tools to understand customer needs and develop effective products and services. Marketing research is the process of systematically collecting, analyzing, and interpreting information about consumers and markets to support business decision-making.

Walla Survey Form has also received numerous inquiries for adoption from large corporations, public institutions, and startups in this context. This is likely due to features like data security, compatibility, and easy reporting through result dashboards gaining attention.

Today, let’s take a closer look at some of the articles Walla has covered (Secrets to Improving Customer Experience, Identifying Customer Needs Through Surveys), from the perspective of companies actually conducting marketing research.

#1 Company Conducting Marketing Research: LG Electronics

Before launching a new product, LG Electronics conducted large-scale surveys and focus group interviews to accurately identify consumer needs. Based on the data obtained from this process, they optimized the product's design and features, which received a great response in the market.

#2 Company Conducting Marketing Research: Seoul Metropolitan Government

To set policy directions, the Seoul Metropolitan Government carried out the “Seoul Citizens’ Happiness Index” project. This project collected citizens’ satisfaction levels and improvement requests through surveys and in-depth interviews, and designed urban policies based on the results. These cases show that marketing research is not just a survey activity but a key tool for strategic decision-making.

Four Core Tools of Marketing Research

The biggest reason for conducting marketing research is, of course, to clearly identify the target customer group by understanding consumers’ purchasing motivations, preferences, and lifestyles. It also enables companies to establish differentiated strategies by identifying the strengths and weaknesses of competitors.

Moreover, since markets are always changing, companies must follow or predict these changes to survive. By identifying market trends in advance, companies can reduce risks in the decision-making process. Going through all these steps helps avoid executing tactics without a strategy and allows for identifying the most effective marketing channels and messages, saving both time and cost.

WallaForm: Solving Research Quickly

However, the process of marketing research is not always simple. It generally involves the following five steps, and within each company, there is ongoing deliberation about the role and function of researchers.

1. Problem Definition: Clearly establish the purpose and goal of the research. For example, setting a goal like “researching the ideal price range of a new product.”

2. Research Design: Plan the methods for data collection. In many cases, both quantitative (surveys, statistical analysis) and qualitative (focus groups, in-depth interviews) research are used.

3. Data Collection: Gather information through surveys, interviews, observation, or analysis of existing databases.

4. Data Analysis: Organize the collected data and extract meaningful patterns and trends.

5. Reporting Results: Present actionable recommendations based on the analysis.

How, then, does Walla implement this process and support researchers within companies?

It integrates data collected via Google Forms and visualizes it on dashboards. The “payment field” feature enables payments directly within forms or makes it easy to manage prize giveaways during surveys.

Additionally, the “hidden field” function allows companies to track detailed customer acquisition channels at a glance.

Everything About Survey Forms: Walla

While hiring a company that specializes in marketing research can be an effective method, it often involves high costs and time. However, using a platform like Walla allows businesses to conduct marketing research in a more economical and efficient way.

Walla provides high-quality data at a much lower cost than traditional research firms. Internal staff can create surveys and analyze data themselves, reducing dependence on external sources. With real-time data collection and analysis, results can be obtained quickly.

It also enables flexible application, such as adjusting content or re-running surveys based on data collected over time. When combined with modern digital marketing, the impact can be even more powerful.