I often hear the phrase, Learn to walk before you run. For any campaign it is important that background research has been conducted. A lot can be learned through researching the market. How consumers and those who don't buy your product view and interact with your brand. The second i utter the words market research, I can already guess you've started rolling your eyes or screaming 'No More Surveys' at your screen but market research is so much more than questionnaires. But to find out more i'll describe the tools you can use.
1. Interviews
Although you may not know it, the 'questionnaires' you answer over the phone are technically interviews.
Interview - A conversation with/or questioning of a person, usually conducted for television, radio or a newspaper.
There are many ways an interview can be conducted via telephone, web chat or in person. This tool allows for qualitative data to be collected as well as gaining more detail with option to clarify responses unlike questionnaires which have a set format. Although very time consuming often provide more insight into what reactions are provided with the responses.
2. Focus Groups
A focus groups generally consist of 3-8 people and can either be lead by a researcher or observed externally. There are many advantages to this, the opportunity to see interactions between people when certain issues are discussed. The disadvantages of this tool are the stages of group formation which can hinder the process of gathering information. A great way of seeing people interact and be influenced by others.
Projective Techniques
These are used within questionnaires, interviews and focus groups. A way to gather qualitative data. Like filling in a speech bubbles or drawing in a scene.
Now the summary of what can you use to gather information done and dusted.
Who should you include?
In a perfect world you should ask everyone who sees your product to find out a 98% accurate opinion of what you know (2% left to those who won't tell you the truth). But in common practice the information is narrowed down to certain age groups, locations, buying behaviour, wage brackets, family, ethnicity, amount of holidays you take, health and any other variation to make you individual. By dividing up these respondents limits the results you get back making a bias on your results without even influencing the statistics you get back.
With research you get back it has to be enough to prove your campaign will be successful, if you change the results to fit your campaign. You may as well have not done the research at all.
That's All for Now
Amy
@MissAJBurton
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