The tools we use to conduct marketing research and understand our target audiences and industries are constantly evolving. Traditionally, syndicated research tools have been the go-to resources to understand media consumption and behaviors.
But brand challenges require much more than knowing how many hours a day consumers watch TV to put together a successful marketing strategy.
How to Find Meaningful Marketing Research Insights
Use both qualitative research and quantitative research to unveil unique marketing trends and audience learnings for brands. From social listening tools to focus groups to macro-level industry reports, you need multiple sources to achieve a 360 degree view with your marketing research. Instead of always turning to the same default tools and platforms, take on a journalistic mentality and get creative to discover unique insights that will differentiate your strategy from competitors.
Lean into your creative side. Use out of the box tactics to search for answers to questions such as:
- What’s the press coverage on this topic?
- What changes are happening in the vertical?
- What’s happening in adjacent industries?
From this type of information sourcing, you can then better contextualize the second or third party data embedded in syndicated research and build custom insights for your brand.
It’s also important to look at your own historical first party data, when available. Evaluate what’s been successful and not in order to provide a starting point to build baseline learnings.
Balancing the Art and Science of Market Research
Marketing research is both an art and a science. You need some specific numbers to justify assumptions and hypotheses. But there’s also an element of simply trusting your intuition. A lot of times it’s right and a lot cheaper than running complex, time consuming studies. Your team’s instinct and experience is going to become increasingly valuable in finding insights and closing the gaps.
Sometimes, simply putting yourself in your audience’s shoes and mimicking their behaviors reveals more than any survey could tell you. As an example, if your audience are heavy Twitter users and the data indicates they use certain hashtags – actually read through that content. Go to the subreddits they might frequent. Watch the Hulu shows they’re watching. Use this time of exploration to see if you can unveil something new about how your audience is living day to day.