When you don’t want elaborate focus groups or complicated research analysis, the simple act of asking questions, and listening to the answers, can provide valuable insight to how you are perceived in the marketplace (vs. your competitors), give inspiration for new products or services and has the power to strengthen your relationship with key clients.
Put simply, people like being asked for their opinion, especially when they feel they are making a contribution to the success of your business.
FREE techniques you can use in house
- Usability Testing.
Determine how well your business processes work. From telephone systems to navigating your web site, become your customer and look at your business from their perspective.
- One-to-one interviews
Via the telephone or face to face, ask each respondent a pre determined list of questions. You can gain valuable insights to why they chose or use your company, the strengths and weaknesses of your competitors and their perceptions of your marketing.
- Post purchase surveys
Maintain the relationship with your customer and identify potential issues early. A barometer of customer satisfaction, a simple survey can identify what the customer likes about your service or product, what they would like to see change and whether they would recommend your business in the future.
- Blogs
Encourage dialogue with your customers. Invite them to feel part of your organisation.
- Networking
Often seen as the domain of ‘lead generation’, networking can also be an opportunity to gather research information that you’d like to obtain. From information about your competitors to additional services that people would like to see, arm the people within your organisation with one or two questions they could be asking each time they have the opportunity to network and you’ll soon gather a mountain of valuable information.
Of course, there are times when using external market research providers should be considered. Within B2B markets, for example, customers can be reluctant to share their true opinions with you directly, for fear of damaging your relationship. Equally, complex issues or opportunities may call for more sophisticated research tools and techniques.
