Consumer ResearchBy Tom Dougherty
Don’t cheap out on your consumer research
There’s a big and important difference between what many brands are doing and what they need to do when it comes to consumer research. Basically, don’t skimp on it. Or your efforts will be all for naught. Dooblo, a provider of survey software, published a study saying market researchers are using cheaper methodologies for their research. Some of that is simply a result of economic hardship because of COVID-19.
But I also suspect many don’t know how important methodology is in conducting consumer research.
Dooblo CEO Guy Solomon says, “The need for clear, accurate and unbiased data has become more critical.” But the study also shows that brands are turning to email surveys, thinking it can be personalized and trigger an immediate response.
Solomon is correct in saying consumer research needs clear, accurate and unbiased data. But email research is fool’s gold. It is self-selecting, meaning you only get the extremes. Those with extreme negative views. And those with extreme positive views. While most of us live in the middle.
Basically, those who click on a link sent to them by email have SOMETHING TO SAY, GODDAMMIT. Which rarely represents the larger population. It just represents the vocal minority.
“Don’t cheap out on consumer research. Even in these uncertain times, the only way to survive is to truly understand your target audience. Better than your competition. The ones conducting email research.”
The importance of methodology in consumer research
Now, I get it. Projectable consumer research is more expensive than email research. And budgets are tight. But if you spend one dollar on surveying through email you are wasting that dollar. Why even do it if it doesn’t help you?
Research that’s projectable to the larger population – randomized, quantitative research – gets you to the truth. Research through email gets you what you think are answers. But you’ll end up basing your marketing on a lie.
Then, you’ll wonder why that marketing effort failed.
Don’t cheap out on consumer research. Even in these uncertain times, the only way to survive is to truly understand your target audience. Better than your competition.
The ones conducting email research.
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