The secret to successful research may not be a secret but in the hustle and bustle of work, we often forget one or more of them. If that describes your day today, then consider this your quick and friendly reminder!
#1 Don’t sell: solve problems.
As researchers, our job isn’t to sell questionnaire design, scripting, data analysis, report writing, and dashboards. Those may in fact be the specific services we offer but our real job is help our partners discover practical solutions to their business problems – Why isn’t this SKU selling, what new product do consumers want, who are my customers, how can I upsell to a target audience, how can I complete more projects when half my team is on holidays, how can I help a client when I don’t have all the services they need?
Our job is to thoroughly understand the business and research problems, and then translate them into appropriate solutions. Whether it’s concept studies, customer segmentation, journey mapping, market forecasting, or providing professional services, if we can’t translate a need into a custom solution, we’ve not done our job.
#2 Know your audience
A lot of market research starts by truly understanding a specific audience. Who are they – what are their hobbies, where do they live, where do they work, what does their family look like? It’s really easy to calculate a median age and the percentage of customers who are female but the last few years have taught us a lot about intersectionality – it’s not just “women,” it’s “disabled Black women.” In the research world, we understand this as customer segments or personas.
After conducting a well-designed survey, focus group, personal interviews, social listening, or analytics, you’ll have the necessary data to run a reliable segmentation and identify 3 to 5 distinct target groups of people within your ideal audience. For example, a couple of common ones are Primary Grocery Shoppers and Moms of Infants.
Once the data has spoken, you can then build a unique buyer persona, a fictional character, for each target group to clearly outline each one’s unique characteristics. This will make developing a set of products, prices, messaging, and marketing that genuinely resonates with each one much easier.
#3 Map your marketing
Researchers spend a lot of time mapping journeys – shopper journeys, patient journeys, student journeys, employee journeys. Building products that people want to use and buy means understanding the wants, needs, and challenges customers experience at every stage of the journey. You might discover that the most problematic stage, in fact, is not the most problematic stage.
Build a plan to understand every stage of the journey from end to end. As eloquently shared by Biz Davis from Abacus Agency, you need to understand whether your brand is lacking in awareness, interest, consideration, purchase, or advocacy, and whether consumers want to be entertained, inspired, educated, convinced, or delighted.
#4 Think like you search
If you’ve written a questionnaire before, you know how important this tip is. Sure, you could write a questionnaire as if you were Charles Dickens showing off his stunning, grammatically correct 200-word sentences with multiple, embedded clauses.
Or.
You could search on TikTok and Twitter and find out how people really talk. Use phrases regular people use. Use words everyone understands even if there’s a technically more precise word. Write questions and answers the same way people search and you’ll end up with a questionnaire that people want to answer!
#5 Promote your content
In the marketing world, this means thinking about native ads, social sharing, and cross-channel marketing. But for researchers, it means sharing your research across the company – from researcher to brand manager to innovation team to development team to marketer.
When everyone in the company is familiar with the results of your research, they can each do their part to amplify the outcome of the insight.
#6 Tell a great story
How do you get colleagues to share your research? Easy! Well, it’s not that easy. Storytelling is a necessary skill that will carry your research results throughout the company. Let people know what is exciting about the insights, how they could be used to reach consumers in unexpected ways, how they could personally benefit from understanding the results.
And sure, though the bulk of the research will be educational, informative, and standard, be sure to incorporate just a small bit of fun along the way.
#7 Become an authority
Don’t rest on the laurels of the research you did last year. That’s old news now. The theory may be correct but times and technology have changed. Follow up last year’s study with one that builds on what you’ve learned from your colleagues, seen among your competitors, and witnessed in related industries.
Show your colleagues what your brand could become if everyone worked together to leverage new, innovative research methods, techniques, and skills. Become the expert at your company who constantly pushes everyone forward towards building a better product and a better company. Get that seat at the table.
#8 Start small to grow big
You could build and execute a 5-year research plan.
Or, you could start small with a single project that gives you a solid overview of one product or target audience. Inhale it, memorize it, internalize it.
Then build the five-year plan. Because at this point, you’ve seen all the strengths and weaknesses among a specific product, how your colleagues work together, how your company systems work, and what’s happening in your industry. You have perspective now.
Now you get it. Now you can think really big.
My inspiration for this post?
I watched a webinar given by Biz Davis from Abacus Agency in Toronto in which he shared a bunch of his secrets for building an effective marketing strategy. The webinar will be posted on their website very soon so do go have a peek.
While watching, all I could think was how relevant his secrets were, in particular, for market and consumer researchers. The headers are his words, and I riffed on the ideas to bring you the research tips.
Are you ready to plan a great market or consumer research project from End to End? Email your project specifications to our research experts using Projects at E2Eresearch dot com.
Learn more from our other blog posts
- From Digital Fingerprinting to Data Validation: Techniques to Facilitate the Collection of High Quality Market Research Data
- Everything You Need to Know about Conducting Effective Secondary Research
- 8 Engaging Question Types to Improve Participants’ Survey Taking Experience
