Often I hear from colleagues that it is too expensive to conduct research or that resources are slim to nonexistent for studying the market, collecting data and analyzing findings that support critical communications and marketing decisions. Unfortunately, omitting research can lead to an over reliance on tactics and guesswork versus reliable information-gathering practices.

Avoid risking good outcomes on the lack of sound research, especially when the process can be facilitated in practical ways. Before jumping out of the gate with tactics ablaze, take time to gather useful data and understand the “who, what, where, when and why” of audiences and the marketplace.

Data-gathering is not only cost-effective, but also a worthwhile learning experience. While time and money are two barriers to conducting research, being resourceful with how these are used is key.

Here are six low-cost research tools for gathering useful information to develop effective strategies for implementing marketing and communications initiatives with measurable outcomes:

Windshield surveys, primarily used in health and social fields, allow one to observe audiences and engagement in their environments. According to the Centers for Disease Control and Prevention, this research method involves “making visual observations of a neighborhood or community while driving and looking through the windshield.” Windshield surveys help organizations increase their understanding of the environment where targeted audiences live. Observing neighborhoods, activities, events or other gatherings from your car and documenting the observation are valuable in strategy development.

Focus groups are a quick way to pull together a small, manageable group of about 8-10 people representative of targeted audiences to learn what’s on their minds. Facilitating a few sets of these groups provides stronger data. Structure the setting in a way that yields the best information. Identify what you need to know ahead of time, such as extent of knowledge and awareness of brand, attitudes and perceptions, and communications preferences. A focus group requires at least two people to conduct effectively, one acting as facilitator while the other observes and records notes. For larger groups, consider the use of clicker devices for data collection.

Electronic surveys are popular and convenient ways to collect information and feedback with instant findings tallied as data are being collected. A number of platforms are industry favorites, including Survey Monkey, Qualtrics and Google Forms, and have free versions. Adding a polling function to your website or social media platform lets you ask one or two questions and collect information from users visiting the platforms. Successful surveys depend on a well-crafted questionnaire that avoids asking questions with yes or no answers and, instead, asks how or to what extent.

Website analytics tools track audiences and their demographics continuously. One of the fastest ways to gather information on users is when they are visiting your website or social media platforms. Who are they? How are they coming to your site? Where do they go once on your site? How long do they stay? To what extent are they engaged with your site? Where do they go when they leave the site? The tool most people use for website research is Google Analytics, and it’s free. Learning about the behaviors and preferences of users creates a solid foundation for improving products, services and programs.

Anecdotes are personal testimonies that people share casually or informally about their experiences with a product, service or campaign. As evidence-based information, anecdotes are very beneficial. Transforming anecdotes into useful data involves documentation. When comments are casually made, document them verbatim along with demographics. After collecting information over a specified time period, analyze the notes for consistent and recurring themes as well as useful perspectives.

Interviews with select stakeholders provide in-depth knowledge of what’s happening in the marketplace and among audiences. Interviews may best be used for identifying issues, addressing challenges or uncovering underlying problems that may negatively impact an organization, its brand or a campaign. With an investment of about 20-30 minutes per interview, and again, a well-crafted questionnaire, this research tool delves deeper into understanding attitudes and perceptions.

Using any one or a combination of these research tools offers both qualitative and quantitative information to strengthen communication and marketing decisions for a fraction of the cost. Before rushing into tactical mode, take time to study the market.