How to Use In-Depth Research

This article is by Joy Ward, MS. MSBA, who has helped companies from the automotive, pharmaceutical, aerospace, and even fine jewelry get their messages right.

?Well targeted in-depth research can be the basis of many aspects of your marketing campaign! 

Remember, the answers are in your target market members' minds. It does not matter how brilliant a consultant is, but if he or she is not in the target themselves, they cannot tell you what you need to know. They can tell you what they think or believe but no matter how much they want to help, they are limited by acting from their own behaviors and beliefs.

Quantitative research, even using Big Data analytics, tells you who, how, and when your target market moves, and what they do when they move. However, quantitative research cannot tell you why your target moves, and what will move them. That’s why we still do qualitative research—it can tell you why they move, and what will move them.

Qualitative research must be personal, one-on-one, and in depth in order to be accurate and reliable. Focus groups, online surveys, telephone interviews—all of these are going to return surface answers, not the deep emotional responses that tell you why your target market will move, and what will move them.

So how can in-depth qualitative research inform your campaign?

Messaging—of course: in-depth qualitative research is essential for designing messaging at all levels. 

How to reach your target market—Well-designed in-depth qualitative research helps you find your market and enlightens you on how and where to reach them.

Avoid poisonous mistakes--Answers from in-depth research is crucial in helping you avoid being blindsided by things you would have never considered problems. We all have our own blind spots. Don't let yours be the reason you are sidelined!

Save money--The right message has a power of its own. It costs less to reach voters or consumers if the message hits the "sweet spot" in their minds. On the other hand,  a message that does  not hit the "sweet spot" costs much more to get and stay in the public arena. Humans are bombarded by so many messages during an hour or a day that they have developed an internal defense system. Messages that apply to their emotional/psychological state are "heard." Those that do not simply wash away with little impact. That explains why some phrases or ideas stick with us. If you design your message, outreach, etc. to match that "sweet spot" the amount you need to spend is much less. 

When should I use in-depth research? As soon as you know you are beginning a campaign. Using in-depth research early saves money and missteps. Roll out the right message from the beginning! 

Joy Ward is Research Director at Spitzer and Boyes LLC. She has had a distinguished career as a consumer marketing researcher in fields from aerospace to fine jewelry. She also uses her interviewing skills for Galaxy's Edge magazine, where she walks in the heads of the most famous and successful science fiction writers. She can be reached at [email protected].