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DIY Market Research

Tips and techniques for simple yet effective market research

David Armstrong

Senior Marketing Manager, TBI Communications Ltd

About you…What’s your organisation?

What’s your focus?

Who are your customers?

Have you conducted any market research in the

last two years?

It just tells us stuff we

already know

It can never be really

representative

People just tell you what they

think you want to hear

Why bother with market research?

Our customers aren’t happy.

They don’t recognize the value we add.

Why bother with market research?

A: Because we need to win (back) our customers

Why bother with market research?

A: …by trying to understand their behaviour and expectations…

Why bother with market research?

A: …and letting this shape our strategic direction

Why bother with market research?

We don’t have the budget

We don’t have the

skills

What’s stopping us?Our team already

knows our field

Our sales team bring

back insights

Our team already

knows our field

Our sales team bring

back insights

What’s stopping us?

No, they don’t

What’s stopping us?

We don’t have the budget

We don’t have the

skillsYes, you do

DIY market research –process and techniques

1. Recognise the need for research

2. Define the overall problem

3. Brainstorm the questions

4. Shape into objectives

5. Choose the methods

6. Gather your data

7. Analyse, interpret, and report

The process

1. Recognise the need for research

2. Define the overall problem

3. Brainstorm the questions

4. Shape into objectives

5. Choose the methods

6. Gather your data

7. Analyse, interpret, and report

The process

Perceptions

Mobile

Social media

Define the research problem

Ask them about their stuff, not your stuff

Tasks

Problems

Values

Influencing factors

Tip 1: Avoid narcissism

1. Recognise the need for research

2. Define the overall problem

3. Brainstorm the questions

4. Shape into objectives

5. Choose the methods

6. Gather your data

7. Analyse, interpret, and report

The process

Brainstorm research questions

Individual insights

Large problem: people don’t use our websiteSmall questions:

Which websites do they use?Why do they choose those websites over ours?Which features do they particularly value?Which features should we add?

1. Recognise the need for research

2. Define the overall problem

3. Brainstorm the questions

4. Shape into objectives

5. Choose the methods

6. Gather your data

7. Analyse, interpret, and report

The process

Shape into objectivesBe SMART

SpecificMeasurableAchievableRealisticTime-based

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Tip 2: Look forwardDon’t make a rod

for your back

Narrow down the problem you’re investigating(Avoid giant haystacks)

Set clear objectives

1. Recognise the need for research

2. Define the overall problem

3. Brainstorm the questions

4. Shape into objectives

5. Choose the methods

6. Gather your data

7. Analyse, interpret, and report

The process

Choosing methods

EXPLORATORY | CONFIRMATORY

Tip 3: Use the right tool for the job

DEPTH | BREADTH

Secondary researchSearch:

the webemail archivebookmarks Internal repositories

Ask: online groupscolleaguespartnerscustomers

Tips for successAsk for colleagues’ opinions

Don’t take numbers at face value – be skeptical

Compare numbers from different sources

Look at methodology used

Draw insights as you go along

Interviews

Face to face

Telephone

Skype

Tips for successPut together a discussion

guide

Focus on open questions

Avoid leading the interviewee

Don’t ask for solutions – ask about problems

Use quotes in reports

User observation

Unfiltered

What people actually do

Non-intrusive versus guided experience

Technological aspects

Tips for successChoose the right approach

Encourage users to speak plainly

Ask ‘why?’

Don’t ask for solutions – ask about problems

Recruit a guide

Focus groups

User groups / VIPs

Opinion leaders

Gamestorming

Tips for successUse a discussion guide

and visual aids

Moderate discussions

Keep groups manageable

Don’t distribute and analyse questionnaires

Report back to participants

Surveys and other data sources

Confirmatory research

Test hypotheses

Selecting a cohort

Tips for successKeep questions short, simple

and specific

Think about what demographic data you need

Prefer ratings over rankings

Consider offering an incentive

Be aware of the limits of your sample

Research techniques

Less is more

Make sure they flow

Get someone else to check them over

Be realistic aboutwhat researchcan tell you!

Image credit: DibbleDabbles.com

Tip 4: Take time over your questions

1. Recognise the need for research

2. Define the overall problem

3. Brainstorm the questions

4. Shape into objectives

5. Choose the methods

6. Gather your data

7. Analyse, interpret, and report

The process

Collecting the dataPlan communications early

Use incentives appropriately

Set a time frame for responses

Sampling and bias

1. Recognise the need for research

2. Define the overall problem

3. Brainstorm the questions

4. Shape into objectives

5. Choose the methods

6. Gather your data

7. Analyse, interpret, and report

The process

Analysing the dataEnsure you apply

context

Have a plan before you start

Statistical analysis – do you need it?

Reporting your findingsSelect highlights

Think about your stakeholders

Keep it short, keep it focused, keep it useful

Does your institution have …Mobile not well supported strategically

Recommend:• Research to

understand why• Advocacy to

support operational staff

Tip 5: Keep reports short and focused

Summing up

Why use market research?It provides a voice for our customers

It helps us understand behaviour and expectations

It helps inform our strategy

We don’t know as much as we think we do

It’s not as difficult (or expensive) as you think

1. Recognise the need for research

2. Define the overall problem

3. Brainstorm the questions

4. Shape into objectives

5. Choose the methods

6. Gather your data

7. Analyse, interpret, and report

The process

Potential gainsImproved products or services

More locally-relevant positioning

Better communication

Higher retention rates

Happier customers

Avoid narcissism

Look ahead to how the research will be used

Be realistic about what it can achieve

Stay focused

Keep the reporting short and to the point

Top 5 tips

questions?

Keep in touch:• Website:

www.tbicommunications.com

• Blog: www.tbicommunications.com/touchpaper

• Email: david.armstrong@tbicommunications.com

• Twitter:@davemarmstrong