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How to Do Market Research: A Guide and Template
Today’s consumers have a lot of power. They can research your product or service and make purchase decisions entirely on their own.
Moreover, rather than talking to one of your sales reps, they’re more likely to ask for referrals from members of their networks or read online reviews.
With this in mind, have you adapted your marketing strategy to complement the way today’s consumers research, shop, and buy?
To do just that, you must have a deep understanding of who your buyers are, your specific market, and what influences the purchase decisions and behavior of your target audience members.
Enter: Market Research.
Whether you’re new to market research, this guide will provide you with a blueprint for conducting a thorough study of your market, target audience, competition, and more.
Market research can answer various questions about the state of an industry, but it’s hardly a crystal ball that marketers can rely on for insights on their customers. Market researchers investigate several areas of the market, and it can take weeks or even months to paint an accurate picture of the business landscape.
However, researching just one of those areas can make you more intuitive to who your buyers are and how to deliver value that no other business is offering them right now.
Certainly you can make sound judgment calls based on your experience in the industry and your existing customers. However, keep in mind that market research offers benefits beyond those strategies. There are two things to consider:
Your competitors also have experienced individuals in the industry and a customer base. It’s very possible that your immediate resources are, in many ways, equal to those of your competition’s immediate resources. Seeking a larger sample size for answers can provide a better edge.
Your customers don’t represent the attitudes of an entire market. They represent the attitudes of the part of the market that is already drawn to your brand.
The market research services market is growing rapidly, which signifies a strong interest in market research as we enter 2023. The market is expected to grow from roughly $75 billion in 2021 to $90.79 billion in 2025 at a compound annual growth rate of 5%.
Why do market research?
Market research allows you to meet your buyer where they are. As our world (both digital and analog) becomes louder and demands more and more of our attention, this proves invaluable. By understanding your buyer’s problems, pain points, and desired solutions, you can aptly craft your product or service to naturally appeal to them. Once you’re ready to expand your business, you can also use market research to help you create a market development strategy.
Market research also provides insight into a wide variety of things that impact your bottom line, including:
Where your target audience and current customers conduct their product or service research
Which of your competitors your target audience looks to for information, options, or purchases
What’s trending in your industry and in the eyes of your buyer
Who makes up your market and what their challenges are
What influences purchases and conversions among your target audience
Consumer attitudes about a particular topic, pain, product, or brand
Whether there’s demand for the business initiatives you’re investing in
Unaddressed or underserved customer needs that can be flipped into selling opportunity
Attitudes about pricing for a particular product or service
Ultimately, market research allows you to get information from a larger sample size of your target audience, eliminating bias and assumptions so that you can get to the heart of consumer attitudes. As a result, you can make better business decisions from knowing the bigger picture.
As you begin honing in on your market research, you’ll likely hear about primary and secondary market research. The easiest way to think about primary and secondary research is to envision two umbrellas sitting beneath market research: one for primary market research and one for secondary market research.
Beneath these two umbrellas sits a number of different types of market research, which we’ll highlight below. Defining which of the two umbrellas your market research fits beneath isn’t necessarily crucial, although some marketers prefer to make the distinction.
So, in case you encounter a marketer who wants to define your types of market research as primary or secondary — or if you’re one of them — let’s cover the definitions of the two categories next. Then, we’ll look at the different types of market research in the following section.
Primary vs. Secondary Research
To give you an idea of how extensive market research can get, consider that it can either be qualitative or quantitative in nature — depending on the studies you conduct and what you’re trying to learn about your industry.
Qualitative research is concerned with public opinion, and explores how the market feels about the products currently available in that market. Quantitative research is concerned with data, and looks for relevant trends in the information that’s gathered from public records.
There are two main types of market research that your business can conduct to collect actionable information on your products, including primary research and secondary research. Let’s dive into those two types, now.
Primary Research
Primary research is the pursuit of first-hand information about your market and the customers within your market. It’s useful when segmenting your market and establishing your buyer personas. Primary market research tends to fall into one of two buckets: exploratory and specific research.
Exploratory Primary Research
This kind of primary market research is less concerned with measurable customer trends and more about potential problems that would be worth tackling as a team. It normally takes place as a first step — before any specific research has been performed — and may involve open-ended interviews or surveys with small numbers of people.
Specific Primary Research
Specific primary market research often follows exploratory research and is used to dive into issues or opportunities the business has already identified as important. In specific research, the business can take a smaller or more precise segment of their audience and ask questions aimed at solving a suspected problem.
Secondary Research
Secondary research is all the data and public records you have at your disposal to draw conclusions from (e.g. trend reports, market statistics, industry content, and sales data you already have on your business). Secondary research is particularly useful for analyzing your competitors. The main buckets your secondary market research will fall into include:
Public Sources
These sources are your first and most-accessible layer of material when conducting secondary market research. They’re often free to find and review — lots of bang for your buck here.
Government statistics are one of the most common types of public sources according to Entrepreneur. Two U.S. examples of public market data are the U.S. Census Bureau and the Bureau of Labor & Statistics, both of which offer helpful information on the state of various industries nationwide.
Commercial Sources
These sources often come in the form of market reports, consisting of industry insight compiled by a research agency like Pew, Gartner, or Forrester. Because this info is so portable and distributable, it typically costs money to download and obtain.
Internal Sources
Internal sources deserve more credit for supporting market research than they generally get. Why? This is the market data your organization already has!
Average revenue per sale, customer retention rates, and other historical data on the health of old and new accounts can all help you draw conclusions on what your buyers might want right now.
Now that we’ve covered these overarching market research categories, let’s get more specific and look at the various types of market research you might choose to conduct.
1. Interviews
Interviews allow for face-to-face discussions (in-person and virtual) so you can allow for a natural flow or conversation and watch your interviewee’s body language while doing so.
Your interviewees can answer questions about themselves to help you design your buyer personas. These buyer personas describe your ideal customer’s age, family size, budget, job title, the challenges they face at work, and similar aspects of their lifestyle. Having this buyer profile in hand can shape your entire marketing strategy, from the features you add to your product to the content you publish on your website.
2. Focus Groups
Focus groups provide you with a handful of carefully-selected people that can test out your product, watch a demo, provide feedback, and/or answer specific questions.
This type of market research can give you ideas for product differentiation, or the qualities of your product that make it unique in the marketplace. Consider asking your focus group questions about (and showing them examples of) your services, and ultimately use the group’s feedback to make these services better.
3. Product/Service Use Research
Product or service use research offers insight into how and why your audience uses your product or service, and specific features of that item. This type of market research also gives you an idea of the product or service’s usability for your target audience.
In a 2020 report, respondents rated usability testing most highly in terms of usefulness for discovering user insights (rating it 8.7 out of 10). By comparison, digital analytics was rated 7.7, and user surveys 6.4.
4. Observation-Based Research
Observation-based research allows you to sit back and watch the ways in which your target audience members go about using your product or service, what works well in terms of UX, what roadblocks they hit, and which aspects of it could be easier for them to use and apply.
5. Buyer Persona Research
Buyer persona research gives you a realistic look at who makes up your target audience, what their challenges are, why they want your product or service, what they need from your business and brand, and more.
6. Market Segmentation Research
Market segmentation research allows you to categorize your target audience into different groups (or segments) based on specific and defining characteristics — this way, you can determine effective ways to meet their needs, understand their pain points and expectations, learn about their goals, and more.
7. Pricing Research
Pricing research gives you an idea of what similar products or services in your market sell for, what your target audience expects to pay — and is willing to pay — for whatever it is you sell, and what’s a fair price for you to list your product or service at. All of this information will help you define your pricing strategy.
8. Competitive Analysis
Competitive analyses are valuable because they give you a deep understanding of the competition in your market and industry. You can learn about what’s doing well in your industry, what your target audience is already going for in terms of products like yours, which of your competitors should you work to keep up with and surpass, and how you can clearly separate yourself from the competition.
9. Customer Satisfaction and Loyalty Research
Customer satisfaction and loyalty research give you a look into how you can get current customers to return for more business and what will motivate them to do so (e.g. loyalty programs, rewards, remarkable customer service). This research will help you discover the most-effective ways to promote delight among your customers. If you’re using a CRM system, see if you’re able to send out automated customer feedback surveys to aid in this process.
10. Brand Awareness Research
Brand awareness research tells you about what your target audience knows about and recognizes from your brand. It tells you about the associations your audience members make when they think about your business and what they believe you’re all about.
11. Campaign Research
Campaign research entails looking into your past campaigns and analyzing their success among your target audience and current customers. It requires experimentation and then a deep dive into what reached and resonated with your audience so you can keep those elements in mind for your future campaigns and hone in on the aspects of what you do that matters most to those people.
Now that you know about the categories and types of market research, let’s review how you can conduct your market research.
Here’s how to do market research step-by-step.
1. Define your buyer persona.
Before you dive into how customers in your industry make buying decisions, you must first understand who they are.
This is where your buyer personas come in handy. Buyer personas — sometimes referred to as marketing personas — are fictional, generalized representations of your ideal customers.
They help you visualize your audience, streamline your communications, and inform your strategy. Some key characteristics you should be keen on including in your buyer persona are:
Age
Gender
Location
Job title(s)
Job titles
Family size
Income
Major challenges
The idea is to use your persona as a guideline for how to effectively reach and learn about the real audience members in your industry. Also, you may find that your business lends itself to more than one persona — that’s fine! You just need to be thoughtful about each specific persona when you’re optimizing and planning your content and campaigns.
To get started with creating your personas, check out these free templates, as well as this helpful tool.
2. Identify a persona group to engage.
Now that you know who your buyer personas are, use that information to help you identify a group to engage to conduct your market research with — this should be a representative sample of your target customers so you can better understand their actual characteristics, challenges, and buying habits.
The group you identify to engage should also be made of people who recently made a purchase or purposefully decided not to make one. Here are some more guidelines and tips to help you get the right participants for your research.
How to Identify the Right People to Engage for Market Research
When choosing who to engage for your market research, start by focusing on people who have the characteristics that apply to your buyer persona. You should also:
Aim for 10 participants per buyer persona.
We recommend focusing on one persona, but if you feel it’s necessary to research multiple personas, be sure to recruit a separate sample group for each one.
Select people who have recently interacted with you.
You may want to focus on people that have completed an evaluation within the past six months — or up to a year if you have a longer sales cycle or niche market. You’ll be asking very detailed questions so it’s important that their experience is fresh.
Gather a mix of participants.
You want to recruit people who have purchased your product, purchased a competitor’s product, and decided not to purchase anything at all. While your customers will be the easiest to find and recruit, sourcing information from those who aren’t customers (yet!) will help you develop a balanced view of your market.
Here are some more details on how to select this mix of participants:
Pull a list of customers who made a recent purchase. As we mentioned before, this is usually the easiest set of buyers to recruit. If you’re using a CRM system with list segmentation capabilities, you can run a report of deals that closed within the past six months and filter it for the characteristics you’re looking for. Otherwise, you can work with your sales team to get a list of appropriate accounts from them.
Pull a list of customers who were in an active evaluation, but didn’t make a purchase. You should get a mix of buyers who either purchased from a competitor or decided not to make a purchase. Again, you can get this list from your CRM or from whatever system your Sales team uses to track deals.
Call for participants on social media. Try reaching out to the folks that follow you on social media, but decided not to buy from you. There’s a chance that some of them will be willing to talk to you and tell you why they ultimately decided not to buy your product.
Leverage your own network. Get the word out to your coworkers, former colleagues, and LinkedIn connections that you’re conducting a study. Even if your direct connections don’t qualify, some of them will likely have a coworker, friend, or family member who does.
Choose an incentive. Time is precious, so you’ll need to think about how you will motivate someone to spend 30-45 minutes on you and your study. On a tight budget? You can reward participants for free by giving them exclusive access to content. Another option? Send a simple handwritten ‘thank you’ note once the study is complete.
3. Prepare research questions for your market research participants.
The best way to make sure you get the most out of your conversations is to be prepared. You should always create a discussion guide — whether it’s for a focus group, online survey, or a phone interview — to make sure you cover all of the top-of-mind questions and use your time wisely.
(Note: This is not intended to be a script. The discussions should be natural and conversational, so we encourage you to go out of order or probe into certain areas as you see fit.)
Your discussion guide should be in an outline format, with a time allotment and open-ended questions for each section.
Wait, all open-ended questions?
Yes — this is a golden rule of market research. You never want to “lead the witness” by asking yes and no questions, as that puts you at risk of unintentionally swaying their thoughts by leading with your own hypothesis. Asking open-ended questions also helps you avoid one-word answers (which aren’t very helpful for you).
Example Outline of a 30-Minute Survey
Here’s a general outline for a 30-minute survey for one B2B buyer. You can use these as talking points for an in-person interview, or as questions posed on a digital survey that can be made with tools like HubSpot’s free online form builder, to administer as a survey to your target customers.
Background Information (5 Minutes)
Ask the buyer to give you a little background information (their title, how long they’ve been with the company, and so on). Then, ask a fun/easy question to warm things up (first concert attended, favorite restaurant in town, last vacation, etc.).
Remember, you want to get to know your buyers in pretty specific ways. You might be able to capture basic information such as age, location, and job title from your contact list, there are some personal and professional challenges you can really only learn by asking.
Here are some other key background questions to ask your target audience:
Describe how your team is structured.
Tell me about your personal job responsibilities.
What are the team’s goals and how do you measure them?
What has been your biggest challenge in the past year?
Now, make a transition to acknowledge the specific purchase or interaction they made that led to you including them in the study. The next three stages of the buyer’s journey will focus specifically on that purchase.
Awareness (5 Minutes)
Here, you want to understand how they first realized they had a problem that needed to be solved without getting into whether or not they knew about your brand yet.
Think back to when you first realized you needed a [name the product/service category, but not yours specifically]. What challenges were you facing at the time?
How did you know that something in this category could help you?
How familiar were you with different options on the market?
Consideration (10 Minutes)
Now you want to get very specific about how and where the buyer researched potential solutions. Plan to interject to ask for more details.
What was the first thing you did to research potential solutions? How helpful was this source?
Where did you go to find more information?
If they don’t come up organically, ask about search engines, websites visited, people consulted, and so on. Probe, as appropriate, with some of the following questions:
How did you find that source?
How did you use vendor websites?
What words specifically did you search on Google?
How helpful was it? How could it be better?
Who provided the most (and least) helpful information? What did that look like?
Tell me about your experiences with the sales people from each vendor.
Decision (10 Minutes)
Which of the sources you described above was the most influential in driving your decision?
What, if any, criteria did you establish to compare the alternatives?
What vendors made it to the short list and what were the pros/cons of each?
Who else was involved in the final decision? What role did each of these people play?
What factors ultimately influenced your final purchasing decision?
Closing
Here, you want to wrap up and understand what could have been better for the buyer.
Ask them what their ideal buying process would look like. How would it differ from what they experienced?
Allow time for further questions on their end.
Don’t forget to thank them for their time and confirm their address to send a thank-you note or incentive.
4. List your primary competitors.
List your primary competitors — keep in mind listing the competition isn’t always as simple as Company X versus Company Y.
Sometimes, a division of a company might compete with your main product or service, even though that company’s brand might put more effort in another area.
For example, Apple is known for its laptops and mobile devices but Apple Music competes with Spotify over its music streaming service.
From a content standpoint, you might compete with a blog, YouTube channel, or similar publication for inbound website visitors — even though their products don’t overlap with yours at all.
And a toothpaste company might compete with magazines like Health.com or Prevention on certain blog topics related to health and hygiene even though the magazines don’t actually sell oral care products.
Identifying Industry Competitors
To identify competitors whose products or services overlap with yours, determine which industry or industries you’re pursuing. Start high-level, using terms like education, construction, media & entertainment, food service, healthcare, retail, financial services, telecommunications, and agriculture.
The list goes on, but find an industry term that you identify with, and use it to create a list of companies that also belong to this industry. You can build your list the following ways:
Review your industry quadrant on G2 Crowd: In certain industries, this is your best first step in secondary market research. G2 Crowd aggregates user ratings and social data to create “quadrants,” where you can see companies plotted as contenders, leaders, niche, and high performers in their respective industries. G2 Crowd specializes in digital content, IT services, HR, ecommerce, and related business services.
Download a market report: Companies like Forrester and Gartner offer both free and gated market forecasts every year on the vendors who are leading their industry. On Forrester’s website, for example, you can select “Latest Research” from the navigation bar and browse Forrester’s latest material using a variety of criteria to narrow your search. These reports are good assets to save on your computer.
Search using social media: Believe it or not, social networks make great company directories if you use the search bar correctly. On LinkedIn, for example, select the search bar and enter the name of the industry you’re pursuing. Then, under “More,” select “Companies” to narrow your results to just the businesses that include this or a similar industry term on their LinkedIn profile.
Identifying Content Competitors
Search engines are your best friends in this area of secondary market research. To find the online publications with which you compete, take the overarching industry term you identified in the section above, and come up with a handful of more specific industry terms your company identifies with.
A catering business, for example, might generally be a “food service” company, but also consider itself a vendor in “event catering,” “cake catering,” “baked goods,” and more.
Once you have this list, do the following:
Google it: Don’t underestimate the value in seeing which websites come up when you run a search on Google for the industry terms that describe your company. You might find a mix of product developers, blogs, magazines, and more.
Compare your search results against your buyer persona: Remember the buyer persona you created during the primary research stage, earlier in this article? Use it to examine how likely a publication you found through Google could steal website traffic from you. If the content the website publishes seems like the stuff your buyer persona would want to see, it’s a potential competitor, and should be added to your list of competitors.
After a series of similar Google searches for the industry terms you identify with, look for repetition in the website domains that have come up.
Examine the first two or three results pages for each search you conducted. These websites are clearly respected for the content they create in your industry, and should be watched carefully as you build your own library of videos, reports, web pages, and blog posts.
5. Summarize your findings.
Feeling overwhelmed by the notes you took? We suggest looking for common themes that will help you tell a story and create a list of action items.
To make the process easier, try using your favorite presentation software to make a report, as it will make it easy to add in quotes, diagrams, or call clips.
Feel free to add your own flair, but the following outline should help you craft a clear summary:
Background: Your goals and why you conducted this study.
Participants: Who you talked to. A table works well so you can break groups down by persona and customer/prospect.
Executive Summary: What were the most interesting things you learned? What do you plan to do about it?
Awareness: Describe the common triggers that lead someone to enter into an evaluation. (Quotes can be very powerful.)
Consideration: Provide the main themes you uncovered, as well as the detailed sources buyers use when conducting their evaluation.
Decision: Paint the picture of how a decision is really made by including the people at the center of influence and any product features or information that can make or break a deal.
Action Plan: Your analysis probably uncovered a few campaigns you can run to get your brand in front of buyers earlier and/or more effectively. Provide your list of priorities, a timeline, and the impact it will have on your business.
Lastly, let’s review a resource that can help you compile everything we just discussed in a simple yet effective way (plus, it’s free!).
Market Research Report Template
Within a market research kit, there are a number of critical pieces of information for your business’s success. Let’s take a look at what those different kit elements are next.
Pro Tip: Upon downloading HubSpot’s free Market Research Kit, you’ll receive editable templates for each of the given parts of the kit as well as instructions on how to use the templates and kit, and a mock presentation that you can edit and customize.
Download HubSpot’s free, editable market research report template here.
1. Five Forces Analysis Template
Use Porter’s Five Forces Model to understand an industry by analyzing five different criteria and how high the power, threat, or rivalry in each area is — here are the five criteria:
Competitive rivalry
Threat of new entrants
Threat of substitution
Buyer power
Supplier power
Download a free, editable Five Forces Analysis template here.
2. SWOT Analysis Template
A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis looks at your internal strengths and weaknesses, and your external opportunities and threats within the market.
A SWOT analysis highlights direct areas of opportunity your company can continue, build, focus on, and work to overcome.
Download a free, editable SWOT Analysis template here.
3. Market Survey Template
Both market surveys and focus groups (which we’ll cover in the next section) help you uncover important information about your buyer personas, target audience, current customers, market, competition, and more (e.g. demand for your product or service, potential pricing, impressions of your branding, etc.).
Surveys should contain a variety of question types, like multiple choice, rankings, and open-ended responses. Ask quantitative and short-answer questions to save you time and to more easily draw conclusions. (Save longer questions that will warrant more detailed responses for your focus groups.)
Here are some categories of questions you should ask via survey:
Demographic questions
Business questions
Competitor questions
Industry questions
Brand questions
Product questions
Download a free, editable Market Survey template here.
4. Focus Group Template
Focus groups are an opportunity to collect in-depth, qualitative data from your real customers or members of your target audience. You should ask your focus group participants open-ended questions. While doing so, keep these tips top of mind:
Set a limit for the number of questions you’re asking (after all, they’re open-ended).
Provide participants with a prototype or demonstration.
Ask participants how they feel about your price.
Ask participants about your competition.
Offer participants time at the end of the session for final comments, questions, or concerns.
Download a free, editable Focus Group template here.
Market Research Examples
1. Disney uses kid-centric focus groups to test new characters and ideas.
The Walt Disney Company can spend millions crafting what its Animation Studio team believes is a worthwhile story, but it wisely focuses on its intended audience — children — when testing how well a character or topic performs.
A few times each year, Disney executives meet with preschoolers and kindergartners in kid-centric focus groups to get their opinions and insights on TV episodes, Disney characters, and more.
Why is this an effective market research strategy? Because children are ultimately the audience Disney hopes to delight — so collecting their feedback is invaluable to iterating on their existing content and ensuring it continues to meet its audiences’ preferences.
2. KFC tested its meatless product in select markets before launching nationwide.
In 2019, KFC began developing and testing a new meatless version of its chicken. Rather than instantly rolling the product out nationwide, however, it started small: In select stores in the Atlanta, Georgia area.
This is an easy, effective example of conducting market research to determine how well a new product sells on a smaller scale before dedicating too many resources to it. If the meatless chicken flopped in Georgia, KFC would need to change the product before re-launching it to the market.
3. Yamaha conducted a survey to determine whether they should use knobs or sliding faders on the Montage keyboard.
When Yamaha, a Japanese-based corporation that produces a variety of products ranging from motorcycles to golf cars to musical instruments, began developing its new Montage keyboard, the team was unsure whether to use knobs or sliding faders on the product.
So Yamaha used Qualtrics to send a survey to their customers, and received 400 responses in a few hours.
Using survey feedback helped Yamaha ensure it was designing a product that exactly fit its audiences’ preferences.
4. The Body Shop used social listening to determine how they should reposition brand campaigns to respond to what their customers cared most about.
The Body Shop has long been known for offering ethically sourced and natural products, and proudly touts “sustainability” as a core value.
To dive deeper into the sustainability subtopics that meant the most to their audiences, the team at The Body Shop tracked conversations and ultimately found their audiences cared a lot about refills.
Using this information helped the Body Shop team feel confident when relaunching their Refill Program across 400 stores globally in 2021, and another 400 in 2022. Market research proved they were on the right track with their refill concept, and demonstrated increased efforts were needed to show Body Shop customers that the Body Shop cared about their customers’ values.
Conduct Market Research to Grow Better
Conducting market research can be a very eye-opening experience. Even if you think you know your buyers pretty well, completing the study will likely uncover new channels and messaging tips to help improve your interactions.
Editor’s note: This post was originally published in March 2016 and has been updated for comprehensiveness.
The 8 Best Free Flowchart Templates [+ Examples]
A flowchart template will help you easily map out business processes, improve workflows, and even clarify your organizational structure — without you needing to draw a single line from scratch.
And if you think you don’t need to use flowcharts for business, think again. While bulleted lists, Word documents, or even presentations help, they don’t offer the same level of visual clarity and readability that a flowchart does. Especially if you’re trying to map out a process with different steps or stages.
Before we share the best flowchart templates, let’s answer an important question: what is a flowchart, and what can you use it for?
Flowcharts are ideal for outlining processes, and processes are the backbone of a strong business.
A clear, repeatable process has two major hurdles to a successful implementation in a business. Number one is the development of that process, and number two is getting buy-in from stakeholders on that process. That said, the best way to overcome both of these potential roadblocks is to transparently and logically outline a process.
Many businesses use flowcharts to carry out this task, as flowcharts visually outline a process roadmap for a full-scope understanding. They can also be easily digested by employees who need to know and follow the process.
In a business, flowcharts might be used for any of the following purposes:
Team and organizational alignment: An organizational structure diagram clarifies who reports to whom in your team.
Data management: A data flow diagram will help you understand how information progresses through your business up until deletion.
Sales process mapping: Creating a sales process flowchart can help you shorten the sales cycle and increase revenue.
Email nurturing: Email campaigns are famously dependent on workflows, which are a type of flowchart that decides who to enroll in a campaign and when.
Customer journey mapping: A customer journey flowchart shows how customers find you and what their experience is like at your business.
Customer or employee onboarding: A customer onboarding process flow can help you define what messaging to send and when during your customer’s first interactions with your business.
A/B testing: When designing an A/B test, you’ll typically use a flowchart to figure out how many versions you’ll test and the potential results you’ll get.
You can also use flowcharts for QA-ing work, mapping out your career progression, and much, much more.
To help you create actionable flowcharts for your organization, we’ve listed the best flowchart templates for you to download and start using today to create a better process in any area of your business. Each one comes with a download link for you to start using that template right on Google Slides.
Flowchart Templates for Business
1. Basic Process Flowchart Template
This basic flow chart template is the ideal solution for those just getting started with flowcharts. The template allows its designers to specify a starting point, two potential outcomes, and then the resulting aftermath of those decisions. Due to its limitations, this flowchart template might be best suited for basic processes, like a simple A/B test.
Who should use this flowchart?
This flowchart is helpful for those looking to design an A/B test to determine the best way to get the results they’re looking for.
What We Like About This Flowchart Template
The basic process flowchart is easy to use and follow and is ideal for documenting straightforward or simple processes.
2. Swim Lane Flowchart Template
The swim lane flowchart template divides the steps of a process into different sectors. For your business, these different sectors could be time periods, teams, employees, or work requirements.
Who should use this flowchart?
Swim lane flowcharts are particularly helpful for those who oversee cross-functional processes.
What We Like About This Flowchart Template
This template visualizes the different process steps that take place across multiple teams or organizations.
3. Task Flowchart Template
A task flowchart template simplifies complex processes with unique shapes. Each shape on the flowchart represents something different, forming a quick visual key.
This format is helpful when the work of several teams intertwines throughout a process. This is because it makes it easier for team members to figure out the tasks they’re responsible for. These roles are often noted in a key on the flowchart for quick reference.
The shapes can also represent different types of actions.
Who should use this flowchart?
Project managers looking to keep track of various tasks and their outcomes.
What We Like About This Flowchart Template
The task flowchart visually depicts how various contributions to a product support the end result. Each stakeholder can see how their tasks impact the flow of the project.
4. Complex Flowchart Template
For a flowchart that doesn’t need gridlines or different shapes, this template is the best solution. It offers the option for multiple endpoints depending on which steps are taken throughout the process. Then it uses simple yes or no answers to drive you toward the endpoint.
Who should use this flowchart?
Teams looking to manage processes that could have various endpoints or projects that have multiple steps and stakeholders involved.
What We Like About This Flowchart Template
Complex processes can be difficult to keep track of. This flow chart template creates an intuitive visual for multi-step processes. This makes it easier to figure out if and when you should move forward.
5. Circular Flowchart Template
The circular flow chart template changes things up with a different shape, but it also offers a different path structure. It helps you outline both short and long processes, with different outcomes depending on the number of steps required.
Who should use this flowchart?
Social media managers, product marketers, and content strategists may find this template suits their needs.
What We Like About This Flowchart Template
This template has a cleaner appearance than some of the more complex flowcharts and may be better for visual learners.
6. Linear Flowchart Template
A linear flowchart template is a solution for when there’s only one optimal result. Every step of the process will either lead someone to that outcome or result in the process simply ending.
Who should use this flowchart?
Email marketing specialists and sales teams can benefit from this template because there’s typically one goal: to earn one more subscriber or earn one more customer.
What We Like About This Flowchart Template
With one singular goal, this flowchart format has a clear beginning and end and makes it easy to outline a simple process.
7. Tree Flowchart Template
A tree-style flowchart template makes the most sense for situations where there are multiple choices and when each option has a clear and distinct next step.
Who should use this flowchart?
For businesses, this flowchart would be perfect for the support department — which can use this template to map out responses from automated chat support or a phone tree.
What We Like About This Flowchart Template
Each action has a clear next step and a predetermined outcome, but you can add more than two options — which is often not applicable to other flowcharts.
8. Organizational Flowchart Template
The final flowchart businesses might want to use is an organizational flowchart (or org chart) template. This is an essential chart that shows who reports to whom and helps all employees understand their position in the business.
Who should use this flowchart?
Company and department heads use this template to outline the chain of command in an area of the business. Human Resources teams can also use it to inform team structure and organizational decisions.
What We Like About This Flowchart Template
Users can see team structure at-a-glance and can quickly find who they need to go to for their project or to have their questions answered.
Now that we’ve shared the best flowchart templates, it’s time to look at them in action.
Flowchart Examples for Business
1. Basic Process Flowchart Example
This template visualizes how a user visiting a company’s landing page could convert and become a lead. Notice how there are two potential final outcomes, but because of this chart’s simplicity, you can add as many outcomes as you want. With a flowchart like this, it’s important to have clear, defined goals in mind.
2. Swimlane Flowchart Example
In the example above, the swimlanes are divided by department to illustrate the process of the customer journey. This is exceedingly important for determining which teams need to interact with a customer and when. Without a swimlane flowchart outlining these roles, your customers’ experience with your company can seem haphazard and poorly planned.
3. Task Flowchart Example
In the example above, the different shapes represent the start of, end of, and actions taken during the process of viewing a landing page. This task flowchart example follows an “if this, then that” format. It shows the various outcomes that could occur when a potential customer visits a landing page.
4. Complex Flowchart Example
The above hiring visual is an example of a complex flowchart with many events and potential outcomes. It offers two potential outcomes at every stage. Then it shows with clarity what happens as a candidate moves forward. The colors also make it clear which final outcomes are positive or negative.
5. Circular Flowchart Example
In the example above, a circular flow chart offers a decision-making framework. Here, it’s used to help a social media manager figure out which site to post content on. It includes specific, targeted questions that define the assets the social media manager needs to create and which social platforms these assets are best suited for.
6. Linear Flowchart Example
A linear flowchart can be used for processes that have only one desired outcome. In the above example, it’s for an email nurturing sequence. In the image, the process ends whether someone signs up for an event or not.
A time-bound (or finite) email nurturing sequence is especially a good fit for these types of flowcharts. For continuous email marketing campaigns, you might need a more agile flowchart where you can determine when to move a subscriber to another email list.
7. Tree Flowchart Example
In this tree flowchart example, a business depicts the choices and next steps a caller can take when contacting them by telephone. Notice that there are many endpoints for the customer depending on their previous action.
A flowchart like this is useful if you’re trying to outline a process with different “branches.” For instance, you might create a landing page flowchart that determines which form or CTA is depicted to a customer based on their previous activity on your website.
8. Organizational Flowchart Example
While not exactly procedural, this visualization helps those within the company quickly understand who reports to whom and who handles what. The best part of this example is that it can be as detailed or as simple as you’d like it to be; you can go down to your junior individual contributors or simply outline your leadership map.
Top Flowchart Tools and Software [Free and Paid]
Flowchart templates are incredibly useful for solving business problems and simplifying processes. That said, some issues need more custom solutions.
The flowchart tools below can help your team connect and work together on flowcharts. They make it simple to create unique and easy-to-read flow charts.
1. Miro
Pricing: Free, with paid options for extended features and enterprises.
Who should use this tool?
Teams that use flowcharts for a wide variety of users and stakeholders. This tool is also helpful for teams that create flow charts collaboratively or want to include multiple flowcharts in a single document.
What We Like About It
Miro offers tools to build and plan complex flowcharts for teams. Besides visual whiteboard tools, Miro also offers templates for strategy mapping, workflows, UX design, and more. Features like digital sticky notes make it easy to add comments to in-progress flowcharts.
2. diagrams.net
Pricing: Free
Who should use this tool?
This open-source technology is simple and quick to use for practical flowcharts and process mapping.
What We Like About This Flowchart Software
Create process diagrams for modeling, databases, networks, wireframes, and more. This tool is popular with users who want diagramming software for immediate business application. This flowchart tool also includes customizable templates.
3. Zen Flowchart
Pricing: Free, with paid options for extended features.
Who should use this tool?
Casual users and enterprise companies looking for web-based flowchart software.
What We Like About It
Zen Flowchart is simple to use with a wide range of features. You can create mind maps, wireframes, or whiteboards with this drag-and-drop tool. Its simple workspace helps limit distractions so you can focus on your business process.
This flowchart tool also has features for collaboration and real-time commenting.
4. Lucidchart
Pricing: Free, with paid options for extended features and enterprise.
Who should use this flowchart tool?
Lucidchart offers features for both individual users and collaborative professional teams.
What We Like About This Flowchart Tool
Besides real-time collaboration and ease of use, this diagram software also has a range of advanced features. You can personalize flowcharts with custom shapes and a library of shapes and icons. Automated diagramming can help new users create a flowchart without time-consuming edits and tweaks.
Integrations with Atlassian, Zapier, Notion, and more are also super useful. These connections can help integrate flowchart collaboration into your current tech stack and workflows.
5. Textografo
Pricing: Starts at $4/month.
Who should use this flowchart tool?
This text-to-diagram generator is a simple way for less visually-oriented users to create flowcharts. It’s for users who understand the value of graphical flow diagrams but also may not be as quick or comfortable with visual tools.
What We Like About It
This flowchart tool offers a different approach to flowchart creation that can save many users time and effort. Textografo can help users create a flowchart, mindmap, decision trees, or animated diagrams. Users can also collaborate on the process with this online tool.
6. Cacoo
Pricing: Free, with paid options for extended features and enterprises.
Who should use this tool?
This cloud-based and user-friendly tool is useful for a variety of users and teams.
What We Like About This Flowchart Software
Cacoo is a comprehensive tool that makes it easy to personalize flowcharts for a range of uses. Whether you’re creating a marketing flowchart with imported images or a wireframe with custom symbols, this tool can help. This resource also offers collaboration tools and integrations with Adobe Creative Cloud, Zapier, and more.
The central dashboard is also helpful for understanding everything your project needs at a glance.
7. Microsoft Visio
Pricing: Starts at $5/month.
Who should use this tool?
Visio is an intuitive flow chart tool for Microsoft 365 users.
What We Like About It
This flowchart tool can help you create complex flowcharts or simple diagrams. The interface and styling are familiar to many business users, which can help speed up the process of visualizing complex ideas. It also offers themes to improve the look of your flowcharts.
Visio also comes with hundreds of templates for a range of industry needs. It also makes it simple to import data from Excel, Access, and other Microsoft sources.
Using Business Flowchart Templates
Business flowchart templates are the fastest and easiest way to build flowcharts. All the above templates are downloadable and completely customizable when it comes to shape, format, color, and imagery. Click below to download the templates for free to better illustrate and communicate processes in your company.
Editor’s note: This post was originally published in July 2018 and has been updated for comprehensiveness.
What Is AI Analytics?
Our 2023 Marketing Trends Report found that data-driven marketers will win in 2023. It makes sense, but data analysis can be challenging and time-consuming for many businesses.
Enter AI analytics, a time-saving process that brings marketers the answers they need to create data-driven campaigns. In this post, we’ll discuss:
What is AI analytics?
How to Use AI in Data Analytics
Benefits of Using AI Analytics
Business Applications of AI Analytics
Limitations of AI Analytics
As with all machine learning, AI analytics gets more precise and accurate over time, especially when trained to learn industry preferences to contextualize results to individual business needs.
AI analytics is sometimes referred to as augmented analytics, which Gartner defines as “The use of enabling technologies such as machine learning and AI to assist with data preparation, insight generation and insight explanation to augment how people explore and analyze data in analytics and BI platforms.”
How to Use AI in Data Analytics
AI analytics differs from traditional analytics in that it is machine-led. Its scale is more significant, data processing is faster, and algorithms give accurate outputs.
AI analytics can do what humans do, but be mindful of viewing it as a total replacement. If you use AI in data analytics, consider leveraging it to supplement your team’s capabilities and expertise.
For example, an AI analytics tool can process the results of an A/B test and quickly say which version had the highest ROI and conversion rate. A marketer can take this information, identify exactly what impacted the performance of each version, and apply this information to future marketing practices.
Benefits of Using AI Analytics
The key differences between human-run data analysis and AI analytics are the three main benefits of using AI analytics: scale, speed, and accuracy:
1. Scale
AI analytics tools can leverage large amounts of data at a time. Its scale also brings a competitive advantage, as machines can seek publicly available data from other sources, run comparative tests, and help you learn more about competitor performance and how you measure up.
2. Speed
Machines don’t require the downtime that humans need, so data processing can happen instantaneously. It can simply be fed a data set and left alone to process, learn from, and bring insights.
3. Accuracy
Machine learning algorithms get better at understanding data while processing data, bringing comprehensive and accurate results.
You can also train algorithms on industry language and standards so results are contextually relevant to your business goals.
Some additional benefits include:
Bias reduction: Algorithms don’t have the confirmation bias or general biases that teams might (unintentionally) have when analyzing data, so results are unbiased.
New insights: Since the scale of data is much larger than human capabilities, AI analytics can shed light on trends and patterns that might otherwise go unnoticed by human researchers’ limited capabilities.
Business Applications of AI Analytics
Machine learning and AI work together to help businesses make data-driven decisions. Marketers can get deep insights into consumer behavior and marketing performance. Potential applications include:
Testing: Run your usual marketing tests and uncover the version(s) most likely to maximize key marketing metrics like ROI and conversions.
Campaign segmentation: AI tools use data to discover consumer preferences so you can create segmented campaigns to maximize the potential for conversions and ROI.
SEO: Machine learning algorithms can understand the search intent behind queries and help you learn more about the type of content to create and identify new keyword opportunities.
eCommerce analytics: Get insight into page conversion rates and discover what might cause shoppers to drop out of the path to purchase.
Identify problem areas: A big benefit of AI data analytics is uncovering new data points you might not find through your processing. You can discover hidden variables affecting performance and adapt your strategies to address them.
AI analytics is also beneficial to other areas of business, including:
Sales forecasting: Teams can use AI analytics to forecast revenue and sales based on historical data.
Customer experience monitoring: Data helps service teams understand customer satisfaction levels and learn how to build customer loyalty and reduce churn.
Internal performance: Business leaders can use AI analytics to understand internal team performance, from win rate to customer satisfaction scores, to understand what’s going right and identify opportunities for improvement.
Limitations of AI Analytics
The most significant limitation of AI analytics is that a computer is not a human. While machines can sort through significantly more data in a shorter time, a human knows a business and its processes better than a computer can.
Be mindful of treating AI tools as a replacement for human understanding. Teams can use insights (and will greatly benefit from the insights) alongside their contextual understanding of business needs before making decisions.
The limitation boils down to this: you can’t replicate human understanding and experience, so it’s essential to consider this when leveraging AI tools.
AI Analytics Gives Businesses A Competitive Advantage
Overall, using AI analytics gives businesses a competitive advantage. Machine learning algorithms produce data-driven insights from which marketers can make data-driven decisions.
Take a look at your current data analysis process to see where it fits in, and reap the benefits.