What does internal market research primarily focus on?

Internal market research primarily focuses on understanding the buying organization, which involves gaining insights into its structure, decision-making processes, and the needs and preferences of its key stakeholders. This focus is essential for organizations looking to tailor their offerings—be it products, services, or communication strategies—to align with the specific requirements of their internal clients or departments.

By understanding the buying organization, internal market research helps identify who the decision-makers are, what their priorities and pain points might be, and how best to engage with them. It also aids in mapping out the internal processes that influence purchasing decisions. This knowledge is critical for developing a more effective strategy and aligning marketing efforts with the goals and challenges faced by the organization.