Even thinking about your own experiences over a month is enough to help you realise and appreciate the number of decisions, choices and experiences that your customers have when deciding upon a purchase and making that final decision. Over many years of marketing experience and several customer scenarios we’ve come to appreciate the complexity of a good research plan and the relationship between research and consumer satisfaction and brand loyalty.
There are easy steps to rationalise the consumer decision-making process and problem recognition is a good place to start!
Be a good listener – after all if you don’t know your customers and understand what is relevant to them now and to better anticipate their future needs, where do you go? Start to think of the many ways you can engage your customers in insightful conversation. Market research is the function which links the consumer, customer and public to you the business owner. Research helps you to define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor performance and improve your marketing campaigns.
We’ve been involved in many research projects over the years. It is critical prior to any research that you decide to undertake, that it is planned and executed systematically and logically, so that the right objectives are defined and achieved as quickly, efficiently and cost effectively as possible.
Think about you r research plan; the preparation of the research brief and agreeing the research plan. This applies equally whether the research is conducted in-house or not. You need to understand what data are needed and then to establish how it is to be collected….and there are lots of ways!
However, understanding your customer needs and wants is only the first step. Now you need to act on it to actually deliver something of value! For example if the fundamental problem has been identified as ‘people aren’t buying our product’ then the assumption is to explore attitudes to your product, but what if you looked at all the marketing mix in relation to your competitors and consumer behaviour – what nuggets get thrown up then?
If you look at some of the leading retailers, research plays a big role in developing and implementing the products they stock.
• Marks and Spencer
Retailer’s research not only how customers shop but consumer behaviour and how the two interlink, make sure you do to.
Call Wide Eye Marketing on 01786 625101 today and we can help you to achieve the design and deliver the right research plan for you.