4 Places Where Qualitative Research Can Make You A Better Marketer

It’s no secret that marketers wear many different hats and are expected to be the go-to resource for EVERYTHING from developing a global roll-out strategy for a new product to making slideshows for the next customer event.

The key to getting it all done is to build a cohesive foundation from which all of your marketing efforts can grow. A clear understanding of your target audience, your brand, and the sweet spots where they come together to create brand love. And that’s where qualitative research comes in.

Qualitative research (collecting and analyzing non-numerical data to understand how people think, feel or behave) can help marketers answer key questions in four major areas:

1- Brand 

• What emotional connections do customers have with the brand?

• How do our customers talk about us?

• What is unclear about our messaging?

2- Product

• What problem(s) are we solving for our customers?

• What product features do customers love?

• What product features are missing?

3- Loyalty

• What do our most loyal customers have in common?

• What drives repeat purchases? What obstacles to purchase exist?

• How do our customers compare us to our competitors?

4- Digital Touchpoints

• How can our website, app, or chatbot experience be improved?

• Are we showing up in the places and moments where our target audience wants to hear from us?

• What omnichannel experience would be ideal?

The answers to these questions should inform decisions across the marketing team and working from the same set of answers is essential in building cohesive marketing deliverables. A solid foundation of knowledge makes marketers more efficient and effective. 

Best of all, research can be taking place as you go about attending the meetings, making the decisions and completing the tasks that require your attention!  While you’re waiting for a clone to help you get it all done, a trusted research partner might be the next best thing. 

Ready to hear more about how qualitative research can bring some relief to the marketing team? Yes, please!