Markets are about customers, competitors, commodities and costs. And the success of any business depends largely on information and knowledge about the market in which they operate. The postal business is no different.
Acquiring this information is done through market research and studies. Knowledge from sound market research can make the difference between success and failure – starting with strategic visions and policy interventions to business decisions, product and service development, customer satisfaction and, ultimately, financial sustainability.
In a fast-changing business environment, market research must be undertaken regularly so stakeholders have access to up-to-date information.