Get More Response With Research for Marketing

Get More Response With Research for Marketing

Have a blueprint of your customer

All marketing professional know that 'if you don't recognize your customer, you don't recognize your business' in today's competitive marketplace this is not enough. To be successful we will need to learn their desires, values and beliefs otherwise it is hard to anticipate their behaviour. And if increasing your profitability is important, then being able to figure out behaviour is really the only thing you need to comprehend.

Otherwise you may not recognize how to react if you see changes in your customer acquisition patterns. And because it's so difficult to retain customers, if you can't respond quickly, you may have to resort to increasing your budget for new customer acquisition. Unfortunately, though most business owners like to think they know their customers, many are really only assuming, using their instinct and experience to make commercial judgements. And when it comes to forecasting sales -- whilst this strategy is ok, when things go right or wrong it becomes impossible to analyse, so an empirical understanding beats gut instinct almost every time.

Advertising research combines the best of both Qualitative and Quantitative.

The market research profession typically divide their work into qualitative studies (interviews and focus groups, with free-flowing and open-ended discussions) and quantitative studies (usually surveys). Yet this might not help you with some of the important decisions you'll have to make about your advertising - the style and content of the commercial, radio script, direct mailshot, leaflet, phone call or sales pitch used to get new customers. Should you want research that can be methodically applied to suggest, guide and measure the style and content of your marketing material then traditional research just isn't going to cut it. In order to be able creat ads that customers will respond to then the best starting point is to take their needs, values, attitudes and wants and distil them into your advertising. To do this you might need marketing research to give you the best combination of the traditional research methods. That's because it uses qualitative style research to provide the 'content rich' behavioural information which is then processed using a more traditional, rigorous quantitative analysis. The conclusion is detailed information that is scored for importance - similar to the way that tag or though cloud software is used to prioritise themes on a website.

Research for marketing helps you to distil the key audience themes and replay them back to the audience. And the result? This style of market research although simple can have a dramatic effect on profitability with many companies reporting 15%-30% increases in response rates.

Consider marketing research to figure out response rates - and save a fortune

Not only does research for marketing help to increase your return on investment, it can help you to avoid making expensive mistakes. That's because this form of research can be used to figure out the effectiveness of a communication prior to making a commitment and put into production. This style of pre-testing of creative styles and messaging can save not only money but effort and may provide rigorous, metrics to convince other stakeholders that things need to change to ensure increased response rates.

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