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Have a blueprint of your customer


Whilst it is true that ‘if you don’t know your customer Authentic Niklas Hjalmarsson Jersey , you don’t recognize your business’ in the tough trading conditions we face today this is not enough. To be successful we may need to recognize their desires, attitudes and beliefs otherwise it is almost impossible to predict their behaviour. And if increasing your roi is important, then the ability to foresee behaviour is really the only thing you need to comprehend.


Otherwise you might not know how to respond if you see changes in your audience acquisition patterns. And because it’s so hard to hang on to customers Authentic Luke Schenn Jersey , if you can’t respond quickly, you might have to resort to increasing your budget for new customer acquisition. Unfortunately, though most business owners like to think they comprehend their audience Authentic Shane Doan Jersey , 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 fine, when things go well or wrong it becomes impossible to analyse Authentic Clayton Keller Jersey , so an empirical understanding beats gut instinct almost every time.


Research for marketing combines the best of both Qualitative and Quantitative.


The market research profession typically divide their activity into qualitative research (interviews and focus groups, with free-flowing and open-ended discussions) and quantitative studies (usually surveys). Yet this will not help you with some of the biggest decisions you’ll have to make about your advertising – the style and content of the commercial, radio script Jason Demers Jersey , direct mailshot, leaflet, phone call or sales pitch used to get new customers. If you really want research that can be consistently applied to suggest Alex Goligoski Jersey , 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 your audience may engage with then the best starting point is to take their needs, beliefs, desires and wants and distil them into your advertising. To do this you may need research for marketing 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 Oliver Ekman-Larsson Jersey , rigorous quantitative analysis. The result is rich information that is ranked for importance – not unlike the way that tag or though cloud software is used to prioritise themes on a website.


This information enables you to prioritise the key audience themes and replay them back to the audience. Guess what? This process although simple can have a dramatic effect on return on investment with many companies reporting 15%-30% increases in profitability.


Use marketing research to figure out response rates – and save a fortune


Not only does research for marketing help to increase your response, it can help you to avoid making expensive mistakes. That’s because this form of research can be used to anticipate the effectiveness of a communication even before you have to make a commitment and put into production. This type of pre-testing of creative styles and messaging can save not only money but time and might provide rigorous, metrics to convince other stakeholders that things need to change to ensure maximum response rates.


A free booklet on market research is available to all marketing professionals who wish to improve their response rates from espconsultancy the research for marketing specialists.


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