Are You Getting All You Need from Your Marketing Research Program?

Are You Getting All You Need from Your Marketing Research Program?

As the year draws to a close, we naturally start reflecting on the past. What went well over the last year, what didn’t, and why? Asking these questions of your marketing research program is a good practice, especially as you begin planning your future research needs. Does your marketing research strategy give you a better understanding of your customer and their experiences? Do you and your teams have the insights you need to move your business forward? To give you some food for thought, we put together a collection of our most popular blog articles focusing on best practices in marketing research. We hope these spark new ideas for ways you can make your marketing research strategy even more impactful.

1. Is Your Tracking Research Keeping Up with the Times?

There’s a delicate balancing act required when it comes to keeping tracking studies relevant. On the one hand, your tracker needs to be consistent from wave to wave. Otherwise, you can’t be sure whether shifts in responses are due to your business efforts or questionnaire changes. On the other hand, to remain useful for your internal teams, your survey needs to adapt to changes taking place in your business.

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2. Walk with Your Customers: The Powerful Impact of CX Journey Mapping

The customer journey mapping process helps tie your organization’s knowledge of your brand touchpoints with your customers’ needs, experiences, and perceptions throughout their brand interactions. The resulting customer journey map visually depicts each brand experience and the emotions consumers go through along the way. It identifies pivotal moments in your customers’ journey, highlighting opportunities to improve their overall experience and strengthen brand loyalty. The reason it’s so effective is the way it taps into the power of emotional experiences.

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3. The Secret to Segmentation Research Success

Market segmentation research sometimes gets a bad rap. For one, segment profiles tend to be more conceptual in nature than the results from other research studies. They also require careful interpretation and a fair amount of collaboration when putting them to use across your organization. And yet, these are the same reasons why segmentation can be such an effective research tool. When well designed, it can reveal important insights about what motivates your customers and identify ways to connect with them on a deeper level.

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4. Want to Hit a New Product Home Run? Avoid These 5 Product Development Research Misses

What’s one thing all successful new products have in common? They fulfill a true customer need in a new and meaningful way. Sounds simple, but it’s not. While there is no single path to a breakthrough, conducting strategic new product research across the development process increases the probability of success. We put together a list of new product development research don’ts to help you learn more.

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5. Beyond Navigation: Get the Most from Website Usability Research

The role of brand websites has evolved well beyond serving mainly as information sources. They’ve become interactive communication tools that can either enhance or diminish your brand relationships. That’s why it is so critical to collect usability feedback from visitors to ensure you have the right content, an appealing design, and intuitive site navigation from the start. As with any marketing research initiative, focusing in on your core objectives is an important success factor for your website user experience research.

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You need your investment in research to be well worth the time and money spent. That means making sure the knowledge you gain helps you and your teams make smart business decisions, improve your products and services, and exceed your customers’ expectations. No matter what type of studies you include in your marketing research strategy, the end result should give you an expanded view of your customers and point you in the right direction to achieve growth.

WHAT WE DO

WHAT WE DO

We help you learn from your customers and swiftly leverage that knowledge so you can elevate your brand.