How to capture customer feedback & marketing insights on smaller budgets

Hoping customers’ will find you amongst a mass of marketing clutter? Unfortunately, the majority of online marketing is devised and delivered using gut feel and the best guess approach. Large companies can minimise their risk by allocating large budgets and resources to commission an ongoing program of market and advertising research. This investment takes removes the marketing guess work, reducing the potential for an adverse return on the marketing investment. Marketers within these organisations benefit by being able to access current and relevant customer feedback, opinion and purchase intention. This first-hand information is used to formulate a cut-through sales and marketing campaign. This marketing power apparently gives those organisations a competitive edge! What about those mid to small sized businesses who don’t have the budgets to conduct any customer research, never mind ongoing customer research? But would undoubtedly benefit from the same degree of consumer engagement and questioning. It would certainly put them on a level playing field and even enable them to find a market niche in which to compete better. With advances in available online technology and the accelerated adoption of online social media, the solution for small to medium sized businesses in now closer than you think. Agile online market research now delivers actionable insights without blowing the whole marketing budget on one project! Typically online agile market research will save you about 30% to 50% on the cost of running traditional face to face research. Three important questions to consider: Is there a better way to find out what customers really want? What makes one customer choose you and another go to your competitor? How...

Agile research method – user experience diary

Obtaining real customer experience insights and not just making assumptions based on secondary (analytics data) is absolutely critical before finalising your concepts and requirements. There is no substitute for talking to real people about what you are proposing before investing real money in App or Website development. This article shows you how to use an agile user experience research method know as a user experience diary. Using an agile research user experience diary enables you to run ideas and concepts by a selected group from your target audience. An online user experience guided diary is a cost effective and time sensitive option to find out if people will understand and accept your idea. Agile methods of testing using online user experience guided diary enable you to set some tasks for individuals to complete over a particular period. The objective to confirm their needs and find out what works and what does not. You can ask a group of people from your user audience questions and present concepts to comment. From a user’s point of view, it is a one on one conversation with the diary and the organiser or moderator. You can also include a topic which includes wireframe images and selects a topic task to have individuals click on a website wireframe image based on a set of instructions you provided. The combination of both visual input and qualitative data in the form of comments provides both action and behavioural feedback Why an agile research user experience diary? Stay informed subscribe   First Name Please add your first name Email Address Please add your email address Submit A...

Agile testing of product and service ideas

“Test your ideas early and test them often!” a statement applied to both physical and digital products and services. When developing an idea into a product or service, it is far better to start testing at inception than wait until the horse has bolted. An idea evolved using co-creation, and agile testing is more likely to meet the needs and expectations of the target market. Agile testing of products or services shouldn’t be an afterthought, rather the cornerstone of your product development project plan. So why wouldn’t you test a product or service idea before going into full release? For large organisations, with established budgets, there aren’t any excuses. For small to medium sized businesses who work within fixed budgets – particularly start-ups – there are conflicting priorities, and it can be difficult to sell the value of pre-testing an idea. The discipline of agile testing can be especially challenging when dealing with entrepreneurial personalities, who tend to have an emotional attachment to the “next big thing”. For a person’s ego, it is a personal risk as well as a commercial one, especially if others shoot down the idea or financial backers push the founder to alter the idea from its original form. It’s only human nature not to want to hear your idea is not worth anything. For some, the personal attachment ‘s too great, and as a consequence, objectivity is thrown out of the window. But, the reality is that if it does not solve a real world problem, it’s just not going to fly. A failed product or service can be a costly exercise and leave...

Pop up insight community and discussions

A pop-up insight community is an instant discussion focus group made up of a group of people from your target audience. It provides a platform from which to facilitate short-term conversational engagement to deep dive into a any topic. A pop-up insight community typically only lasts for a few days and is made up of a between twenty and thirty people. This method requires that you focus on a particular topic rather than many different subjects. In fact, trying to create a pop-up insight community with too many topics or including more than 30 member participants would make it very difficult to pull out actionable insights in just a few days. Only having a short time of intensive engagement means that you will need to focus your attention on a particular topic. Increasing the number of topics beyond two or three central themes will definitely add to your community management and moderation resource overhead. A pop-up insight community uses a unique method of participant recruitment. Using ISO certified panel partner and integrated recruitment screening, participants move from screening to group participation in a shorter amount of time than traditional research recruitment methods. Set up your community discussion and have it up and running within a day with the results starting to accumulate within the first 24 hours. Recruitment from a Facebook group or page is an option worth considering, as is recruiting participants from your in-house CRM or contact list. Using a robust recruitment process, you can quickly screen individuals for specific demographic and behavioural characteristics. The screening process works by placing the screener survey link on a Facebook...

Case Study – sparkling agile consumer insights before all the bubbles are set free!

The traditional way of approaching this consumer insight project would have been to run face to face focus groups, and stage in-home interviews to understand how the brand was invited and positioned in the home. The difficultly with this was that the cost to complete such a project would run into the multiples of tens of thousands of dollars, and would take considerable time to plan, execute and complete. This method was simply too costly and would not meet the required communications timeline – it would be all over before it had chance to begin. This is where GroupQuality’s agile approach to market research using online insight collection methods was a perfect match for Vizeum Australia and SodaStream. Background The client, strategic media agency Vizeum Australia, approached GroupQuality to assist them with a major consumer research project. GroupQuality was chosen for their expertise in providing leading market research software and insight consulting services. The brief was to provide Vizeum Australia with strategic insight to help formulate the national media and brand communications strategy for SodaStream Australia. This required the development, management and analysis of eight simultaneous, online mini community discussions. Previously, SodaStream Australia had conducted quantitative survey research to understand the Australian market. The research was effective in providing insights around the product category, brand and purchase motivators. But there were a number of knowledge gaps which could only be addressed through the use of qualitative community research and that’s where GroupQuality slotted in to the Vizeum team. There were a number of strategic questions that needed to be answered for Vizeum Australia to be able to complete the...

Insights from online discussion board saves direct mail campaign

Traditional face-to-face focus groups are regularly used to test creative and direct mail collateral before they are sent for pilot testing. But there is now a faster and more cost effective way of testing marketing collateral without losing any of the quality. A more insightful way of thoroughly testing the impact of both the marketing and creative, while getting closer to the consumer’s view of your world. In this case study we provide one example of how a fast online discussion replaced a traditional face to face focus group and helped to save a direct marketing campaign. The client needed to provide strategic communication advice, key message development and copy writing services for a government-sponsored health initiative called “Get-Healthy”. The Get Healthy Service provides information and ongoing health coaching support about how to improve your lifestyle in relation to: Healthy eating. Being active. Achieving and maintaining a healthy weight. The communication under review was a direct mail package sent to targeted households. The proposed direct mail piece was to include details of the offer, relevant calls to action to encourage individual participation in the free program. Objective To ascertain the effectiveness of a proposed direct mail piece for a state government health department to determine and pre-test the effectiveness of the content and presentation of the offer, prior to targeted distribution. Target audiences Male and female, 35-65 years, from low SEIFA postal areas. What they did Due to the geographic dispersion of regional and metropolitan participants online Discussion Boards were chosen over real-time groups due to, participant availability (they were able to contribute to the discussion at a time...