You’ve hit a wall in Marketing Research. How can you break through to new insights?

由人工智能和领英社区提供技术支持

Marketing research is a crucial skill for any business that wants to understand its customers, competitors, and market trends. But sometimes, you may feel like you’ve exhausted all the available data sources, methods, and tools, and you’re still not getting the answers you need. How can you overcome this challenge and find new ways to generate insights that can drive your marketing strategy? Here are some tips to help you break through the wall in marketing research.

此文章中的业界达人

由社区从 4 条内容中精选。了解更多

1 Revisit your research objectives

The first step to breaking through the wall is to revisit your research objectives and make sure they are clear, specific, and relevant. Sometimes, you may get stuck because your objectives are too vague, broad, or outdated, and they don’t align with your current marketing goals. By refining your objectives, you can narrow down your focus, identify the gaps in your knowledge, and prioritize the most important questions to answer.

添加您的观点

Wilson Wong

Strategist, futurist and data scientist
举报内容
Insight comes from knowing what you need to explore/ find out and to what end. Sometimes the question isn't one that can be answered by available techniques. But there are plenty of questions that can. Consumer behavior rarely goes rogue - it depends on how well you understand a 'need', how that 'need' is processed cognitively and whether you have a stimulus (service or product) that is salient to those who feel this 'need' acutely. These will be the early adopters. Others who have not yet realised the 'need' may only come on board after they see it in others or are persuaded they need the thing being offered.

已翻译

赞

2 Try a different perspective

Another way to break through the wall is to try a different perspective on your research problem. This can help you uncover new angles, assumptions, and opportunities that you may have overlooked or taken for granted. For example, you can use a customer journey map to understand how your target audience interacts with your brand at different stages, or you can use a competitor analysis to benchmark your performance and identify your strengths and weaknesses. You can also use a SWOT analysis to evaluate your internal and external factors that affect your marketing strategy.

添加您的观点

Louis Winokur

Perpetually Curious Student of Consumer Behavior | Consumer Insights Expert | Market Research | Strategist | Blogger | Consultative Partner
举报内容
One tried and true method to break a logjam is to step away from the problem for a while. This is true for solving crossword puzzles, writer's block, or any other task that requires intense concentration. I've found that taking a break for lunch (or putting something aside at the end of the day when my concentration is lagging) and coming back with a clear head can do wonders for suddenly coming up with new ideas. Coming at things from a different angle as mentioned here is also helpful. For data analysis, recharting things with a different scale, different time periods, or a different type of chart can suddenly put things in perspective.

已翻译

赞

3 Experiment with new methods

A third way to break through the wall is to experiment with new methods that can complement or challenge your existing ones. For instance, if you rely mostly on quantitative data, you can try adding some qualitative methods, such as interviews, focus groups, or observations, to get a deeper understanding of your customers’ motivations, emotions, and behaviors. Or, if you use mostly traditional methods, you can try some innovative ones, such as online surveys, social media analytics, or web scraping, to access a larger and more diverse sample of data.

添加您的观点

Louis Winokur

Perpetually Curious Student of Consumer Behavior | Consumer Insights Expert | Market Research | Strategist | Blogger | Consultative Partner
举报内容
Yes, I call this "data triangulation". When the different types of data start to align, you know you are on to something. For example, over the past couple of years, inflation has impacted product sales. You might find that consumers suddenly left the brand after a price increase when they didn't have that reaction previously. A survey or focus group could uncover nuances of behavior. Perhaps the brand crossed a price threshhold that caused people to abandon the product. In my previous role we would say that surveys and focus groups provide the "why behind the buy".

已翻译

赞

4 Collaborate with others

A fourth way to break through the wall is to collaborate with others who can offer different skills, experiences, and opinions. By working with other researchers, marketers, or stakeholders, you can benefit from their feedback, insights, and suggestions, and avoid confirmation bias or tunnel vision. You can also leverage their networks, resources, and tools to expand your reach and scope. Collaboration can also spark creativity and innovation, as you can brainstorm, co-create, and test new ideas together.

添加您的观点

Louis Winokur

Perpetually Curious Student of Consumer Behavior | Consumer Insights Expert | Market Research | Strategist | Blogger | Consultative Partner
举报内容
Fresh perspectives are great. When I really hit a wall that I just can't break through, it often means that I'm too close to the problem and can't see the forest for the trees (if you haven't noticed before - I really like metaphors). Getting an opinion from somebody who hasn't been staring at the same information for an extended period of time is a great idea. They often suggest something that you haven't thought of.

已翻译

赞

5 Learn from others

A final way to break through the wall is to learn from others who have faced similar challenges and overcome them. You can look for case studies, best practices, or success stories from other businesses or industries that have conducted effective marketing research and achieved their goals. You can also seek advice, guidance, or mentorship from experts, peers, or consultants who have more knowledge or experience in marketing research. Learning from others can inspire you, motivate you, and help you avoid common pitfalls or mistakes.

添加您的观点

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Marketing Research

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

You’ve hit a wall in Marketing Research. How can you break through to new insights?

1

2

3

4

5

6

1 Revisit your research objectives

2 Try a different perspective

3 Experiment with new methods

4 Collaborate with others

5 Learn from others

6 Here’s what else to consider

Marketing Research

给文章评分

感谢您的反馈

更多Marketing Research相关文章

更多相关阅读内容