What is the goal of examining the buyer's own organization in market research?

The goal of examining the buyer's own organization in market research is primarily to learn about past usage of goods and services. This involves understanding how the organization has historically utilized products and services, which can provide valuable insights into purchasing patterns, preferences, and needs. By analyzing past behavior, the organization can make informed decisions about future acquisitions, ensuring that any new purchases align more closely with their actual requirements and expectations. This retrospective analysis allows for identifying trends and possibly uncovering areas where efficiency could be improved or where adjustments to the supply chain might be beneficial.

This focus on past usage can also help in evaluating the effectiveness of current suppliers and products, as organizations recognize which items have performed well or fallen short in meeting their needs, thereby informing future market strategies and relationships with suppliers.