Detailed instructions for conducting in-depth research to obtain valuable insights about the target audience and customer needs.
Detection of hidden motives
Preparation of the research scenario
Before defining the portrait of the target audience, it is necessary to build a hypothesis and develop a list of open questions to test assumptions. Usually from 30 to 60 questions are prepared, aimed at finding out the motives of consumption, preferences and expectations of the respondents.
Search for relevant respondents
To ensure the objectivity of the data, various categories of people are interviewed: permanent customers, those who stopped buying, potential consumers of the product and even dissatisfied customers of competitors. To complete the picture, industry experts are also involved.
Conducting interviews
During live communication with respondents, the "5 why" technique is used "to reveal the hidden motives and desires of consumers. Nonverbal cues also help paint a more accurate portrait of the audience.
Categorization by motives
After the survey, respondents are grouped not by age or demographic characteristics, but by motives of product consumption. For each motive, a generalized portrait of a typical consumer is created, taking into account his interests and lifestyle.
Discovery of insights
Analyzing the results of research, it is possible to discover non-obvious facts and ideas about the perception of the product by the target audience. Such insights become the basis for developing an effective marketing strategy and communication with customers.
Glossary
- Insight - a non-obvious fact or idea that reveals the deep motives and needs of consumers .
- The "5 why" technique is a method of sequentially asking clarifying questions "Why?" in order to reveal the hidden motives and desires of respondents.
- Consumer portrait - a generalized description of a typical representative of the target audience with his interests, lifestyle and motives for product consumption.
Link
- The official site of the Veliki Story agency - https://velikistory. com/
- LEAD business club - https://leadbc.com.ua/
Answers to questions
What is in-depth research and why is it needed?
How to conduct qualitative in-depth research?
What are the advantages of using in-depth research?
What are the key points to consider when conducting in-depth interviews?
How to use the results of in-depth research?
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Discussion of the topic – How to conduct deep research and find insights: step by step
A detailed guide to conducting thorough research that will help you find new insights and avoid marketing mistakes. A step-by-step guide to success.
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Олександр
Good research! With it, it is easier to understand the target audience and target it effectively. However, it also shows that you can't just focus on demographics 🧐 It's important to consider other factors, such as people's lifestyles and interests.
Зінаїда
Indeed, target audience research is the key to success. Without understanding your customers, you risk spending a lot of money and effort in vain 💸 I like how the authors emphasize the importance of consumer stories and emotions. This helps to create a more human and attractive marketing.
Грегор
I'm glad brands are finally starting to realize the importance of this kind of in-depth research 👍 For too long, they've relied on general demographics, leading to ineffective campaigns. Now that we can see the whole picture of consumers, marketing becomes much more accurate. 🎯
Ганна
I agree that in-depth research is a great tool for understanding consumers. But don't you fear that too much segmentation can cause us to lose sight of the bigger picture? 🤔 In my opinion, it is important to find a balance between specific insights and general trends.
Юрій
Phew, some fashionable things again! 🙄 These studies are just a waste of time and money. Previously, brands somehow managed without them, and no one complained. It all distracts from the real work and does not help sales.
Марія
Yuri, I do not agree with your position. Times are changing, and to stay competitive, companies need to understand their customers better than ever 💡 Deep research is the way to insights that help create more effective strategies. In my opinion, this is extremely important in our time of information overload.
Анрі
Maria, please do not agree! 😄 Research can help, but only if done correctly. A lot of brands simply implement them poorly or interpret the results incorrectly. This really leads to a lot of mistakes and wasted resources.
Кароліна
I think the key here is flexibility and a willingness to change 🔑 Research may show that your initial assumptions were wrong. But instead of ignoring it, it's important to open up to new insights and adapt your strategy. This is how the company will be able to achieve maximum success in the market! 🚀