• Contact Information — Location(s), Phone Numbers, E-Mail and Web Addresses.
• Key Managers — Names, Titles, Reputation, Image
• Representatives & Staff — Numbers, Experience, How They're Compensated
• Primary Markets & Major Clients
• Products & Services
• Major Strengths & Weaknesses
• Significant Threats
• Future Plans — Market Direction, Growth Potential, New Products & Services

Survey participants should understand why you want this information. That is, you and your organization want to keep up local trends and market conditions, including the service needs and wants of clients, what products and services are being purchased, and from whom. When surveying prospects, market research can eventually become information-gathering, so don't hesitate asking about their own needs, wants and objectives, and how they go about buying financial products and services.

It will be up to you to collect, review and verify the information on the completed worksheets, and use what you learn to create competitive advantages in your marketplace. This will be used in the "Understanding Your Competition" section of your Marketing Plan; you can always add or subtract detail. Be sure to reinforce your competitive edge in the minds' of your prospects and clients as often and in as many ways as you can.

To learn more about market research sources and techniques, see Market Selection.