Mining For Gold
5 Tips On How To Gather Valuable Consumer Insights
By Tanya Pinto
Consultant
Shakti Consulting
Consultant
Shakti Consulting
Hidden in the glorious wildness like unmined gold.”
– John Muir
Is mining for consumer insights a regular part of your strategic or marketing planning process?
Or, do you rely on customer surveys and periodic focus groups to test propositions?
One of the most powerful ways to get to real insights about your brand, your strengths, areas of distinction, place amongst your competitive set and areas for improvements is through mining for consumer insights. The “mining process” can involve a whole suite of tools and methodologies; customer surveys, qualitative and quantitative research, trend analysis and value proposition testing. One of the most powerful ways to uncover insights is through properly focused qualitative research. This can include one-on-one interviews, triads and focus groups as well as more interactive settings such as consumer testing scenarios, user interface studies and simulations or workshops. Insights gained can then be applied to redirect strategies, pivot positioning and marketing strategies and tactics and gain a deeper understanding of the consumer, their values, profile, needs and future outlook as well as the basic tenants of market research – Awareness, Attitudes and Usage (AAU study).
If you feel your organization could do review on how best to mine for consumer insights, then here are some tips on how to create an effective methodology to get the actionable data.
Or, do you rely on customer surveys and periodic focus groups to test propositions?
One of the most powerful ways to get to real insights about your brand, your strengths, areas of distinction, place amongst your competitive set and areas for improvements is through mining for consumer insights. The “mining process” can involve a whole suite of tools and methodologies; customer surveys, qualitative and quantitative research, trend analysis and value proposition testing. One of the most powerful ways to uncover insights is through properly focused qualitative research. This can include one-on-one interviews, triads and focus groups as well as more interactive settings such as consumer testing scenarios, user interface studies and simulations or workshops. Insights gained can then be applied to redirect strategies, pivot positioning and marketing strategies and tactics and gain a deeper understanding of the consumer, their values, profile, needs and future outlook as well as the basic tenants of market research – Awareness, Attitudes and Usage (AAU study).
If you feel your organization could do review on how best to mine for consumer insights, then here are some tips on how to create an effective methodology to get the actionable data.
5 Tips On How To Gather Valuable Consumer Insights
1. Start Afresh.
From experience, many organizations have a pretty good repository of information about their consumers through data collected over the years. However, one tip is to use existing data as a backdrop but go into deeper qualitative research with a fresh approach. Perhaps you want to ask different questions or add a question set about things like social media usage, or perhaps you want to focus on a new target just to explore how viable they might be. Approach research with a fresh lens to see what new insights can be mined.
2. Use a neutral third party.
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Qualitative research, especially one-on-one interviews can uncover powerful insights. Often it is best to use a neutral and trustworthy third party to actually collect insights. A client recently insisted that she be part of interviews that I was conducting as she had not been at the organization very long, however my professional experience told me that if any representative from the organization was in the room it would naturally alter the comfort level and openness of respondents. People often are much more verbal and open with a “stranger” verses a known person, so keep this in mind.
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For years I have planned and conducted qualitative research to help mine for insights that lead to stronger brand positioning and uncover red flags and areas of concern. The use world-class research and interviewing techniques, a fundamental knowledge of basic psychology and interviewing skills with my journalism and psychology education background and years of experience interacting with many different individuals in research settings.
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3. Gather polarizing views.
There is no point interviewing batches of people who might all share the same view point. Including a mix of people from varying backgrounds, social status, age as well as interaction with the organization helps to build a more robust map of insights. Polarizing or opposite views on the same subject (e.g. should we change our brand name?) don’t have to create confusion, they can actually help to provide an understanding of multiple perspectives and build stronger propositions long-term.
4. Use secondary research to supplement primary research.
Qualitative or primary research does not need to be an overwhelming process and you manage a limited research budget effectively by supplementing insights with third party reports that are available. These additional secondary research sources can help to build a more robust view of insights and trends that will add to your decision-making process.
5. Repeat the process to measure change.
The power of research is magnified when it is repeated over time to measure results and track patters and changes in awareness, attitudes and behavior. Make sure to incorporate a plan and timeline to repeat the research and allow enough have a strategy for early feedback, ongoing and end of campaign data collection.
And...
You don’t have to choose between qualitative or quantitative research. Both have their merits and can be integrated to help build a pool of data and insights with which to make more effective decisions.
Research is to see what everybody else has seen, and to think what nobody else has thought.”
― Albert Szent-Gyorgyi
I have helped brands uncover powerful and “life-changing” insights through qualitative methodologies, and I would love to help you assess if it is time for your organization to mine for deeper insights on your customers and key stakeholders (e.g. Board, employees etc.) so you can have greater impact and results.
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Find out what happened when qualitative research that was 50 years overdue for an organization and helped to create the tipping point for change.
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Could your brand use some fresh insights?
Contact: http://www.shakticonsulting.comwww.shakticonsulting.com |
