{"id":3519,"date":"2020-12-29T09:46:00","date_gmt":"2020-12-29T09:46:00","guid":{"rendered":"https:\/\/blog.kylas.io\/?p=3519"},"modified":"2023-04-24T10:17:56","modified_gmt":"2023-04-24T04:47:56","slug":"market-research-small-business-marketing","status":"publish","type":"post","link":"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing","title":{"rendered":"How to Do Market Research on a Small Business Budget?"},"content":{"rendered":"\n<p><style>\n@media only screen and (max-width: 700px){\n.img-full-mob{\nwidth:100% !important;\nheight:100% !important;\n}\n}\n<\/style><\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Congratulations! Just by reading this guide for Small Business Marketing strategies, you\u2019re a step ahead of others in your position. Most small business owners skip the market research step in their product development journey.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Market research takes time, effort, and patience. More importantly, it brings up results that can help you step back and double back in your product development journey. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">But bear with us here; we\u2019re not trying to discourage you from conducting market research. And it isn\u2019t just for the enterprise businesses and big brands. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">However difficult market research may be, it\u2019s the most important one for your small business\u2019 success.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Let\u2019s start at the beginning.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-ht-block-toc  is-style-outline htoc htoc--position-wide toc-list-style-plain\" data-htoc-state=\"expanded\"><span class=\"htoc__title\"><span class=\"ht_toc_title\">How to Do Market Research on a Small Business Budget<\/span><span class=\"htoc__toggle\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"16\" height=\"16\"><g fill=\"#444\"><path d=\"M15 7H1c-.6 0-1 .4-1 1s.4 1 1 1h14c.6 0 1-.4 1-1s-.4-1-1-1z\"><\/path><path d=\"M15 1H1c-.6 0-1 .4-1 1s.4 1 1 1h14c.6 0 1-.4 1-1s-.4-1-1-1zM15 13H1c-.6 0-1 .4-1 1s.4 1 1 1h14c.6 0 1-.4 1-1s-.4-1-1-1z\"><\/path><\/g><\/svg><\/span><\/span><div class=\"htoc__itemswrap\"><ul class=\"ht_toc_list\"><li class=\"\"><a href=\"#htoc-what-is-market-research-and-why-is-it-so-important\">What Is Market Research &amp; Why Is It Important?<\/a><\/li><li class=\"\"><a href=\"#htoc-how-does-market-research-help-in-framing-small-business-marketing-strategies\">How Does Market Research Help in Framing Small Business Marketing Strategies?<\/a><\/li><li class=\"\"><a href=\"#htoc-different-types-of-market-research\">Different Types of Market Research<\/a><ul class=\"ht_toc_child_list\"><li class=\"\"><a href=\"#htoc-1-primary-research\">1. Primary Research<\/a><\/li><li class=\"\"><a href=\"#htoc-2-secondary-research\">2. Secondary Research<\/a><\/li><\/ul><\/li><li class=\"\"><a href=\"#htoc-the-comprehensive-guide-to-conducting-market-research\">The Comprehensive Guide to Conducting Market Research<\/a><ul class=\"ht_toc_child_list\"><li class=\"\"><a href=\"#htoc-step-1-define-your-target-audience\">Step 1: Define Your Target Audience<\/a><\/li><li class=\"\"><a href=\"#htoc-step-2-interview-your-target-audience\">Step 2: Interview Your Target Audience<\/a><\/li><li class=\"\"><a href=\"#htoc-step-3-pick-up-secondary-research\">Step 3: Pick up Secondary Research<\/a><\/li><li class=\"\"><a href=\"#htoc-step-4-conduct-competitor-research\">Step 4: Conduct Competitor Research<\/a><\/li><li class=\"\"><a href=\"#htoc-step-5-put-together-your-market-research-data-and-insights\">Step 5: Put Together Your Market Research Data and Insights<\/a><ul class=\"ht_toc_child_list\"><\/ul><\/li><\/ul><\/li><\/ul><\/div><\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-what-is-market-research-and-why-is-it-so-important\">What Is Market Research &amp; Why Is It Important?<\/h2>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img data-src=\"https:\/\/kylas.io\/wp-content\/uploads\/2021\/04\/How-to-Do-Market-Research-on-a-Small-Business-Budget-Inblog-1-e1614328819818-978x1024-1.png\" alt=\"Importance of Market Research for a small business\" class=\"img-full-mob lazy\" width=\"207\" height=\"254\"><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Market research is the process of gathering information and data about your product\u2019s target audience and market. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The research conducted includes information about your potential customers, your competitors, and the industry, in general. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Usually, market research is conducted as a part of the product development process, to ascertain the viability and potential success of the product idea. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">However, it can also be used in strategic sales planning.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The goal, ultimately, is to help you make stronger decisions as a small business owner and create a product that sells. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><em>What if your understanding of your target audience\u2019s pain points was based only on assumptions? What if you didn\u2019t know what competitors have already launched? <\/em><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">When you take a product to market without the right insights, the risk of failing is much, much higher.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">As we said earlier, most entrepreneurs skip market research \u2013 usually because it takes too long and also because it can get expensive. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">However, it doesn\u2019t need to be.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">We understand that as a small business owner, you need quick solutions that don\u2019t dig too deep a hole in your pocket\u2026and that\u2019s what we will help you with.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-how-does-market-research-help-in-framing-small-business-marketing-strategies\">How Does Market Research Help in Framing Small Business Marketing Strategies?<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">As we mentioned, the most common reason why people conduct market research is to substantiate the need and validity of the product in development. <\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">However, market research also helps you-<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<ul style=\"font-size:20px\"><li>Get product feedback and make improvements<\/li><li>Get more ideas and innovate further products<\/li><li>Understand ideal market placement for the product<\/li><li>Create buyer personas for marketing<\/li><li>Craft marketing and communication strategies<\/li><\/ul>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Before we get to the guide, let\u2019s introduce you to the\u2026<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-different-types-of-market-research\">Different Types of Market Research<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Although there are now multiple ways to conduct market research, they all fall into two traditional categories.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-1-primary-research\" style=\"font-size:22px\">1. Primary Research<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This is research that you conduct firsthand &#8211; that means you go out and meet or get on a call with prospective customers, or your potential target audience. <\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The idea is to ask them questions about their lifestyle, and preferences, get a clear idea of their interests and motivations, find out how they would use your product (and whether they would use your product!) and whether they already have a solution like the one your product offers.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Primary research requires you to invest time and possibly some expense but is the most precise, accurate, and reliable method. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">If you have big make-or-break decisions to make, we suggest taking some time out to make this happen for your small business.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\">Primary research can be done in many ways, including:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Telephone interviews<\/li><li>In-person interviews<\/li><li>Distributed surveys<\/li><li>Group interviews or focus group research<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-2-secondary-research\" style=\"font-size:22px;line-height:1.6\">2. Secondary Research<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This is research data and information that you gain from second-hand sources. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The idea is that you leverage the research that has already been conducted and published by other people and institutions who are open to you using the fruits of their hard work.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Second-hand research is sometimes freely available and at other times paid, especially when published by reputed private institutions &amp; researchers.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">While secondhand research is much less expensive than primary research, it does have one main downside. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">You\u2019re dependent on the research conducted by someone else, for the objectives that they had in their mind. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This will most likely differ from your exact needs, which means you\u2019ll have to make your way through multiple sources of such research to form a realistic picture of your target audience and market.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Secondary research has plenty of sources, and very reliable ones too \u2013 government bureaus and publications, papers by research organizations, and trade associations.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Secondary research can be done in many ways, including-<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<ul class=\"is-style-default\" style=\"font-size:20px\"><li>Online published papers<\/li><li>Articles<\/li><li>Published customer surveys<\/li><li>Published papers in libraries<\/li><li>Competitor information<\/li><\/ul>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">A combination of primary and secondary research could be just what you need to get your answers. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Instead of spending too much effort or budget on primary research, and instead of relying completely on secondary research, you can do a bit of both to supplement the answers you need and fill the gaps in knowledge.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Instead of spending too much effort or budget on primary research, and instead of relying completely on secondary research, you can do a bit of both to supplement the answers you need and fill the gaps in knowledge.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Now that you know what market research is, why it\u2019s important and what primary and secondary research is, let\u2019s get down to the how.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"htoc-the-comprehensive-guide-to-conducting-market-research\" style=\"line-height:1.6\">The Comprehensive Guide to Conducting Market Research<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-step-1-define-your-target-audience\" style=\"font-size:22px;line-height:1.6\">Step 1: Define Your Target Audience<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">When you\u2019re developing a product, you\u2019re likely to have an ideal target audience in mind (though your market research may further define and narrow this target audience). <\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Outline this target audience by considering their-<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<ul class=\"has-medium-font-size\"><li>Age<\/li><li>Occupation<\/li><li>Familial size and structure<\/li><li>Personal habits\/preferences\/interests<\/li><li>Income bracket<\/li><li>Purchase habits<\/li><li>Brand affinities<\/li><\/ul>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">You could of course, have slight variations in the types of audiences you target \u2013 these will form \u2018segments\u2019 of your target audience. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">For example, imagine you want to target people above 18 years of age who frequently travel internationally. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This will include young couples, couples with young children, empty nesters, and more \u2013 which means you can segment your target audience by age. You can vary your questions for each of these segments, or address them as one audience.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Once you have your ideal audience in hand, gauge the best possible ways to reach out to them and get the information you need. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\"><em>Will this audience respond to surveys if incentivized? Will they agree to a phone or in-person interview?<\/em><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-step-2-interview-your-target-audience\" style=\"font-size:22px;line-height:1.6\">Step 2: Interview Your Target Audience<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Whether you\u2019re sending out a questionnaire or getting on a phone call or holding a focus group (we recommend forms, calls, and focus groups for small businesses), you need to plan your interview questions ahead of time. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">For market research purposes, interview questions must be open-ended \u2013 you need to let respondents answer as they want, so you can get deeper insights into their thinking.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Here are a few tips on how to interview the right people and what to ask them:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">1. If you\u2019ve segmented your audience, make sure to interview a few people in each segment so you get adequate insights from each group.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">2. Choose a mix of your ideal target audience, a realistic target audience, and a potentially unintended target audience.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">3. Ask them a series of questions relating to themselves (their backgrounds, buying habits\/routines, pain points &amp; aspirations), the industry in general, and your product in particular.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">4. Make sure to be upfront about how much time you\u2019ll take and provide some form of incentive.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">If you\u2019re conducting the interviews over the phone or in person, make an effort not to learn a script by heart \u2013 a casual conversation puts the audience at ease and makes them more likely to warm up to you and respond thoroughly.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">When holding a focus group, however, the dynamic changes completely \u2013 make sure everyone knows what to expect, set an agenda, encourage the development of a group dynamic, and record the meeting so you can view takeaways later.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-step-3-pick-up-secondary-research\" style=\"font-size:22px;line-height:1.6\">Step 3: Pick up Secondary Research<\/h3>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Secondary research and primary research combined together can get you quicker, more thorough results. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">However, the chances of you getting targeted answers with secondary research are lower \u2013 so you need to go in ready to spend a little more time to get the answers you need.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Here are a few places where you can do great secondary research-<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">1. Government websites \u2013 look up your area of research on Google starting with the term site: .gov to get government resources,<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">2. Private research companies such as <a href=\"https:\/\/www.ey.com\/en_in\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">Ernst &amp; Young<\/span><\/a>, <a href=\"https:\/\/www.bcg.com\/en-in\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">BCG<\/span><\/a>, or <a href=\"https:\/\/www.mckinsey.com\/#\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">McKinsey<\/span><\/a>,<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">3. Depending on your area of research, paid research and case studies by publications such as <a href=\"https:\/\/store.hbr.org\/case-studies\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">HBR<\/span><\/a>, and<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">4. Articles by reputed publications such as <a href=\"http:\/\/www.hbr.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">HBR<\/span><\/a>, <a href=\"https:\/\/www.economist.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">The Economist<\/span><\/a>, etc.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Secondary research best practices:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">1. Prepare in advance the questions you want your research to address.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">2. Keep your buyer personas handy \u2013 try to match the research findings as closely as possible to your buyer personas.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">3. Choose published research that\u2019s as recent as possible, so it\u2019s as close to current states of affairs and opinions as possible.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">4. Choose as wide a range of resources.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">5. Don\u2019t fall prey to confirmation bias \u2013 remember that you\u2019re not researching to confirm your hypothesis, but to get answers (similar to how you\u2019ll always ask primary research respondents open questions so as not to influence their answers).<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">6. When Googling for research, use these <a href=\"https:\/\/static.googleusercontent.com\/media\/www.google.com\/en\/\/educators\/downloads\/Tips_Tricks_17x22.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">tips &amp; tricks<\/span><\/a> to narrow down answers that are useful to you.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-step-4-conduct-competitor-research\" style=\"font-size:22px;line-height:1.6\">Step 4: Conduct Competitor Research<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">An important part of market research is to research your competitors and their position in the market. <\/p>\n\n\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">A common line we hear new businesses say is \u201cwe have no competitors\u201d, because they are certain no other company has the exact same offering they do. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">However, if your potential customers are looking at any other solutions \u2013 whether exactly like yours or not \u2013 your competition definitely does exist.<\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">A healthy burger brand\u2019s competitors may not be other healthy burger brands if they don\u2019t exist yet \u2013 but their competitors will be <a href=\"https:\/\/www.mcdonalds.com\/us\/en-us.html\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">McDonald&#8217;s<\/span><\/a> and <a href=\"http:\/\/www.kfc.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"text-decoration: underline;\">KFC<\/span><\/a>. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">In this case, the competition is defined by current customer habits (i.e., they go to McDonald\u2019s and KFC to satisfy their junk food cravings).<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">You could also have competitors that don\u2019t offer the same product you do but own a lot of share of voice in the same space online. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">For example, if you produce electric cars, there could be an electric bike company that has established a large share of voice online and hence will be considered online competitors, though they may not offer the same product as you. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">This is important because you need to capture as much share of voice as possible online; the internet is more cluttered than ever \u2013 the more your share of voice, the more your brand\u2019s top-of-the-mind recall.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">How to conduct competitor research-<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">1. A Google search for your keywords will reveal any direct or indirect competitors who have carved a niche for themselves in the same space.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">2. Ask your target audience about brands they currently know\/use in the same space.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">3. Download market reports from reputed organizations.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"htoc-step-5-put-together-your-market-research-data-and-insights\" style=\"font-size:22px;line-height:1.6\">Step 5: Put Together Your Market Research Data and Insights<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-medium-font-size wp-block-heading\" id=\"htoc-part-1\" style=\"line-height:1.6\">Part 1:<\/h4>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Remember that your research isn\u2019t complete until you have actionable insights from the data you collect. You already have your audience in mind, and you also have the context of your industry and product. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Next, you need to pull together similar findings to form insights and trends that represent the opinions and preferences of your audiences. <\/p>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">However, remember to also catalog the one-off findings and the outliers \u2013 this will form data that might influence business decisions, if not now then later.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-medium-font-size wp-block-heading\" id=\"htoc-part-2\" style=\"line-height:1.6\">Part 2:<\/h4>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n<p class=\"has-medium-font-size\">Create a template to tabulate all your market research &#8211; remember that it\u2019s going to be read by internal and, in some cases, external stakeholders. <\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Here are some of the best practices when tabulating your research-<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">1. Pull out interesting facts that represent larger findings, or are surprising, to establish your premise and pull reader&#8217;s attention (even internal stakeholders need to be engaged!).<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">2. Divide your research into different sections, and make sure the sections flow in a story-like format from one to another, ending in a conclusion.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">3. Write each section out to include data (and represent larger data in bar graphs and charts), followed by your insights and conclusions from that data.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">4. Wherever possible, include quotes from your target audience to add more weight to your research.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">5. Remember to stick to your <span style=\"text-decoration: underline;\"><a href=\"https:\/\/kylas.io\/leadership-growth\/small-business-marketing-building-a-brand\/\" target=\"_blank\" rel=\"noreferrer noopener\">branding<\/a><\/span> and add your logo to every page!<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">If you have the resources or the budget, hiring a freelancing graphic designer to put the research into a properly-designed PDF is an excellent idea.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">And there you have it! Even on a limited budget, you can conduct market research and frame your small business marketing strategy around it. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">The last tip we\u2019ll leave you with is to look at your objective and your resources (in terms of budget and time) to weigh out the ratio of primary to secondary research.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">As a concluding remark, we\u2019ll just remind you that the research is always going to stand you in good stead, so go ahead and make it happen. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\" style=\"line-height:1.6\">Use that market research to form the basis of your small business sales, product development, and marketing growth!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Congratulations! Just by reading this guide for Small Business Marketing strategies, you\u2019re a step ahead of others in your position. Most small business owners skip the market research step in their product development journey. Market research takes time, effort, and patience. More importantly, it brings up results that can help you step back and double &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How to Do Market Research on a Small Business Budget?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":23,"featured_media":14924,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ub_ctt_via":"","footnotes":""},"categories":[12,16,40],"tags":[22,47,53,60],"acf":[],"featured_image_src":"https:\/\/kylas.io\/en\/wp-content\/uploads\/2020\/12\/How-to-Do-Market-Research-on-a-Small-Business-Budget-Banner-2-1-1.jpg","author_info":{"display_name":"Shagun Sharma","author_link":"https:\/\/kylas.io\/en\/author\/shagun"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Small Business Marketing on a Budget: How to make the Most of it?<\/title>\n<meta name=\"description\" content=\"Market research is a critical component of your small business marketing. Moreover, Market research isn\u2019t just for big brands &amp; enterprises.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Small Business Marketing on a Budget: How to make the Most of it?\" \/>\n<meta property=\"og:description\" content=\"Market research is a critical component of your small business marketing. Moreover, Market research isn\u2019t just for big brands &amp; enterprises.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing\" \/>\n<meta property=\"og:site_name\" content=\"Kylas Growth Engine | Sales CRM Software for Small businesses\" \/>\n<meta property=\"og:image\" content=\"https:\/\/kylas.io\/en\/wp-content\/uploads\/2020\/12\/How-to-Do-Market-Research-on-a-Small-Business-Budget-Banner-2-1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Shagun Sharma\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shagun Sharma\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Small Business Marketing on a Budget: How to make the Most of it?","description":"Market research is a critical component of your small business marketing. Moreover, Market research isn\u2019t just for big brands & enterprises.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing","og_locale":"en_US","og_type":"article","og_title":"Small Business Marketing on a Budget: How to make the Most of it?","og_description":"Market research is a critical component of your small business marketing. Moreover, Market research isn\u2019t just for big brands & enterprises.","og_url":"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing","og_site_name":"Kylas Growth Engine | Sales CRM Software for Small businesses","og_image":[{"width":1024,"height":768,"url":"https:\/\/kylas.io\/en\/wp-content\/uploads\/2020\/12\/How-to-Do-Market-Research-on-a-Small-Business-Budget-Banner-2-1-1.jpg","type":"image\/jpeg"}],"author":"Shagun Sharma","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Shagun Sharma","Est. reading time":"12 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing","url":"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing","name":"Small Business Marketing on a Budget: How to make the Most of it?","isPartOf":{"@id":"https:\/\/kylas.io\/en\/#website"},"datePublished":"2020-12-29T09:46:00+00:00","dateModified":"2023-04-24T04:47:56+00:00","author":{"@id":"https:\/\/kylas.io\/en\/#\/schema\/person\/58914992bfe5c67716dfe2e8863250a3"},"description":"Market research is a critical component of your small business marketing. Moreover, Market research isn\u2019t just for big brands & enterprises.","breadcrumb":{"@id":"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/kylas.io\/en\/sales-effectiveness\/market-research-small-business-marketing#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/kylas.io\/en\/"},{"@type":"ListItem","position":2,"name":"How to Do Market Research on a Small Business Budget?"}]},{"@type":"WebSite","@id":"https:\/\/kylas.io\/en\/#website","url":"https:\/\/kylas.io\/en\/","name":"Kylas Growth Engine | Sales CRM Software for Small businesses","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/kylas.io\/en\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/kylas.io\/en\/#\/schema\/person\/58914992bfe5c67716dfe2e8863250a3","name":"Shagun Sharma","description":"Shagun is a content marketer at Kylas, extremely well-versed in all things Marketing. She works closely with the sales team to create best-in-class content for our readers. Her experience combined with her thorough research skills makes all her blogs very in-depth and insightful. In her leisure time, Shagun enjoys hiking, gardening, and immersing herself in music."}]}},"_links":{"self":[{"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/posts\/3519"}],"collection":[{"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/comments?post=3519"}],"version-history":[{"count":12,"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/posts\/3519\/revisions"}],"predecessor-version":[{"id":18511,"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/posts\/3519\/revisions\/18511"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/media\/14924"}],"wp:attachment":[{"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/media?parent=3519"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/categories?post=3519"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kylas.io\/en\/wp-json\/wp\/v2\/tags?post=3519"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}