About the workshop:

Understanding your market is not just helpful—it’s essential for launching and sustaining a successful business. Whether you’re developing a new product, entering a new industry, or refining your current offerings, market research equips you with the insights needed to make informed decisions and reduce risk.

This comprehensive webinar will guide you through the fundamentals and strategic applications of market research. You’ll learn how to gather, interpret, and apply data to better understand customer needs, identify trends, assess competition, and validate business ideas.

Key Topics Covered:

• What is Market Research?Discover what market research is and why it’s a cornerstone of any business strategy.
• Planning Your Research ProcessUnderstand how to define your research objectives, identify target audiences, and choose the most effective methods for collecting data.
• Free and Low-Cost Tools & ResourcesExplore a variety of publicly available databases, reports, and online tools to support your research—many of which are often overlooked.
• Real-World ExamplesSee how entrepreneurs and small business owners have successfully used market research to launch products, enter new markets, or refine their value propositions.
• Actionable Tips for SuccessLearn best practices for conducting efficient and meaningful research, avoiding common pitfalls, and turning insights into action.

Who Should Attend:This session is ideal for aspiring entrepreneurs, early-stage startups, small business owners, and anyone seeking a practical, hands-on introduction to market research.

Outcome:By the end of the webinar, you’ll be equipped with the knowledge and tools to conduct your own market research confidently and cost-effectively—setting a strong foundation for business growth and innovation.

About the speaker:

Marlene Zaikab is a Business Librarian with the Ottawa Public Library.