It feels like as an industry, we have gone backwards and ‘no budget for research’ is a commonly heard phrase.
But research needn’t be that expensive and understanding more about your customers and potential customers – and working out what they want at a macro and micro level – is a good strategy.
We over-complicate things sometimes. Give customers the experience and products they are after and you won’t go far wrong.
There is a misconception that research is always expensive – it needn’t be. There are cheaper options across both quant and qual research.
We are always amazed that budget is found for certain things but not for research. The cost of not researching can be so much greater.
Sometimes you need to see and know how easy to use something is by testing it with real users.
Users are asked to complete tasks, typically while they are being observed, to see where they encounter problems and experience confusion.
Sometimes we need to understand what the offline and online browsing and purchasing experience is like – and we have a variety of different approaches we can take here.
Whether it is a deep dive into google analytics you need or some heat-mapping of your key site pages that is required, we can advise and undertake this work for you.
With all the data available to us these days, there is a real temptation to lazily group people together as ‘users’.
But people do not transform when they decide to glance at a screen. They are still human beings who have general desires and goals rather than thinking in terms of ‘channels’.
From a research perspective, the danger in grouping people together as ‘users’, is forgetting their motivations before they even click onto a digital product.
Good research will consider both their goals as well as their behaviours.
We use specialist large sample panels to provide the representative and statistically relevant sample you need.
As we have research design, analysis and reporting skills in-house, we can keep the supplier cost right down and provide you with what you need at an extremely competitive fee.
Ever assumed you have a killer marketing idea, only for it to flop?
Your digital content strategy is built around insight and validation to help you make the right decisions when it comes to your digital marketing.
Stop assuming. Start understanding your customer needs.