One of the primary challenges faced by senior management is aligning business goals with the overall organisational strategy.

Having a deep understanding of the company’s vision, mission, and long-term objectives really matters.

To overcome this challenge, senior management must actively engage with stakeholders, conduct thorough market research, and ensure that the goals set are in line with the company’s strategic direction.

Conducting thorough market research is crucial for aligning company goals with the strategic direction. Here is a step-by-step guide:

1. Define your research objectives: Clearly identify what you want to achieve through market research. Determine the specific goals and outcomes you are aiming for.

2. Identify your target market: Understand your target audience by defining their demographics, preferences, behaviors, and needs. This will help you tailor your research efforts effectively.

3. Choose the right research methods: Select appropriate research methods based on your objectives and target market. Common methods include things like surveys, interviews, focus groups, data analysis (to name a few).

4. Collect relevant data: Gather data from various sources such as industry reports, competitor analysis, customer feedback, and online surveys. Ensure the data collected is reliable, accurate, and up-to-date.

5. Analyse the data: Carefully analyse the data collected and identify patterns, trends, and insights. Use statistical tools and techniques to interpret the data effectively.

6. Identify opportunities and threats: Based on the analysis, identify potential opportunities and threats in the market. This will help you to align your goals with the company’s strategic direction.

7. Set realistic and measurable goals: Based on the research findings, set specific, measurable, achievable, relevant, and time-bound (SMART) goals that align with the company’s strategic direction.

8. Develop an action plan: Create a detailed plan outlining the steps required to achieve the set goals. Assign responsibilities, allocate resources, develop a communication plan and establish timelines for each task.

9. Monitor and evaluate: Continuously monitor the market conditions, consumer behavior, and competitors’ activities. Regularly evaluate the progress towards your goals and make necessary adjustments if needed. Remember to always capture lessons learned.

10. Incorporate findings into strategy: Finally, integrate the research findings into the company’s strategic planning process. Use the insights gained to refine and adapt the strategic direction accordingly.

Remember, market research is an ongoing process, and it is essential to regularly update your knowledge and adapt to changing market dynamics.

I trust this has been useful and that it brings some value and insights and maybe leads to some action and change around this topic for you. 


If you have any questions or you would like further clarification, please feel free to contact me at any time.




by Alexandra Egan
Domino Effect Consulting & Facilitating –  R.E.S.E.T Your Thinking
Alexandra makes it easy for you to strategically think about, better manage and resolve any challenging situation. If you’re looking for someone to help you plan and prioritise your tasks, CLICK HERE and schedule in a free 30 minute strategy session.