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TRANSCRIPT
DIY Market Research
Tips and techniques for simple yet effective market research
David Armstrong
Senior Marketing Manager, TBI Communications Ltd
About you…What’s your organisation?
What’s your focus?
Who are your customers?
Have you conducted any market research in the
last two years?
It just tells us stuff we
already know
It can never be really
representative
People just tell you what they
think you want to hear
Why bother with market research?
Our customers aren’t happy.
They don’t recognize the value we add.
Why bother with market research?
A: Because we need to win (back) our customers
Why bother with market research?
A: …by trying to understand their behaviour and expectations…
Why bother with market research?
A: …and letting this shape our strategic direction
Why bother with market research?
We don’t have the budget
We don’t have the
skills
What’s stopping us?Our team already
knows our field
Our sales team bring
back insights
Our team already
knows our field
Our sales team bring
back insights
What’s stopping us?
No, they don’t
What’s stopping us?
We don’t have the budget
We don’t have the
skillsYes, you do
DIY market research –process and techniques
1. Recognise the need for research
2. Define the overall problem
3. Brainstorm the questions
4. Shape into objectives
5. Choose the methods
6. Gather your data
7. Analyse, interpret, and report
The process
1. Recognise the need for research
2. Define the overall problem
3. Brainstorm the questions
4. Shape into objectives
5. Choose the methods
6. Gather your data
7. Analyse, interpret, and report
The process
Perceptions
Mobile
Social media
Define the research problem
Ask them about their stuff, not your stuff
Tasks
Problems
Values
Influencing factors
Tip 1: Avoid narcissism
1. Recognise the need for research
2. Define the overall problem
3. Brainstorm the questions
4. Shape into objectives
5. Choose the methods
6. Gather your data
7. Analyse, interpret, and report
The process
Brainstorm research questions
Individual insights
Large problem: people don’t use our websiteSmall questions:
Which websites do they use?Why do they choose those websites over ours?Which features do they particularly value?Which features should we add?
1. Recognise the need for research
2. Define the overall problem
3. Brainstorm the questions
4. Shape into objectives
5. Choose the methods
6. Gather your data
7. Analyse, interpret, and report
The process
Shape into objectivesBe SMART
SpecificMeasurableAchievableRealisticTime-based
Image cre
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Tip 2: Look forwardDon’t make a rod
for your back
Narrow down the problem you’re investigating(Avoid giant haystacks)
Set clear objectives
1. Recognise the need for research
2. Define the overall problem
3. Brainstorm the questions
4. Shape into objectives
5. Choose the methods
6. Gather your data
7. Analyse, interpret, and report
The process
Choosing methods
EXPLORATORY | CONFIRMATORY
Tip 3: Use the right tool for the job
DEPTH | BREADTH
Secondary researchSearch:
the webemail archivebookmarks Internal repositories
Ask: online groupscolleaguespartnerscustomers
Tips for successAsk for colleagues’ opinions
Don’t take numbers at face value – be skeptical
Compare numbers from different sources
Look at methodology used
Draw insights as you go along
Interviews
Face to face
Telephone
Skype
Tips for successPut together a discussion
guide
Focus on open questions
Avoid leading the interviewee
Don’t ask for solutions – ask about problems
Use quotes in reports
User observation
Unfiltered
What people actually do
Non-intrusive versus guided experience
Technological aspects
Tips for successChoose the right approach
Encourage users to speak plainly
Ask ‘why?’
Don’t ask for solutions – ask about problems
Recruit a guide
Focus groups
User groups / VIPs
Opinion leaders
Gamestorming
Tips for successUse a discussion guide
and visual aids
Moderate discussions
Keep groups manageable
Don’t distribute and analyse questionnaires
Report back to participants
Surveys and other data sources
Confirmatory research
Test hypotheses
Selecting a cohort
Tips for successKeep questions short, simple
and specific
Think about what demographic data you need
Prefer ratings over rankings
Consider offering an incentive
Be aware of the limits of your sample
Research techniques
Less is more
Make sure they flow
Get someone else to check them over
Be realistic aboutwhat researchcan tell you!
Image credit: DibbleDabbles.com
Tip 4: Take time over your questions
1. Recognise the need for research
2. Define the overall problem
3. Brainstorm the questions
4. Shape into objectives
5. Choose the methods
6. Gather your data
7. Analyse, interpret, and report
The process
Collecting the dataPlan communications early
Use incentives appropriately
Set a time frame for responses
Sampling and bias
1. Recognise the need for research
2. Define the overall problem
3. Brainstorm the questions
4. Shape into objectives
5. Choose the methods
6. Gather your data
7. Analyse, interpret, and report
The process
Analysing the dataEnsure you apply
context
Have a plan before you start
Statistical analysis – do you need it?
Reporting your findingsSelect highlights
Think about your stakeholders
Keep it short, keep it focused, keep it useful
Does your institution have …Mobile not well supported strategically
Recommend:• Research to
understand why• Advocacy to
support operational staff
Tip 5: Keep reports short and focused
Summing up
Why use market research?It provides a voice for our customers
It helps us understand behaviour and expectations
It helps inform our strategy
We don’t know as much as we think we do
It’s not as difficult (or expensive) as you think
1. Recognise the need for research
2. Define the overall problem
3. Brainstorm the questions
4. Shape into objectives
5. Choose the methods
6. Gather your data
7. Analyse, interpret, and report
The process
Potential gainsImproved products or services
More locally-relevant positioning
Better communication
Higher retention rates
Happier customers
Avoid narcissism
Look ahead to how the research will be used
Be realistic about what it can achieve
Stay focused
Keep the reporting short and to the point
Top 5 tips
questions?
Keep in touch:• Website:
www.tbicommunications.com
• Blog: www.tbicommunications.com/touchpaper
• Email: [email protected]
• Twitter:@davemarmstrong