Conducting Great Research – A Quick Guide to Consumer Insights

1
Conducting Great Research A Quick Guide to
Consumer Insights
hello_at_zakagency.com
020 3195 5250
2
hello_at_zakagency.com
020 3195 5250
Consumer insights are crucial to any marketing
strategy. It is those insights that make a
campaign impact the right audience in advertising
and design. Consumer insights were at the heart
of the most iconic marketing campaigns because
the brands behind them understood the importance
of identifying the exact needs of their
audience. Consumer Insights companies and market
research companies specialize in conducting
significant research that provides brands with
the data to construct holistic buyer personas.
3
hello_at_zakagency.com
020 3195 5250

• In this post, well cover the steps involved in
  obtaining great data.
• 1. Focus On What Matters
• Not all data is valued the same. You could
  collect data about absolutely anything, but that
  is not guaranteed to help your business with the
  challenges it is facing. Therefore, the first
  step in any excellent research strategy is
  defining the key strategic business questions you
  need to answer.
• Marketing KPIs should always be tied to broader
  business goals. Are you trying to
• Develop a better understanding of your audience?
• Focus on a new target group?
• Raise sales for a particular consumer segment?
• Shift brand perceptions?
• Knowing what you want to achieve helps you and
  the market research companies you collaborate
  with stay focused on what matters.

4
hello_at_zakagency.com
020 3195 5250
2. Create Personas and Map the Customer
Journey Without a clear target audience in mind,
its easy to make too many assumptions based on a
wealth of data. Before drawing insights from
numbers and words, you should draft real-life
buyer personas that bring the demographic to
life. These could be based on actual
conversations you have had with your ideal
customers and will give your data
context. Mapping the customer journey is another
crucial step. This allows brands to track every
touch point at which they interact with
consumers. To gain an even deeper insight, the
customer journey may also involve the consumers
day-to-day, leading them to their decisions about
your brand. 3. What Perceptions Are You Hoping
to Shift? Once you know your customers and their
journey, its time to decide what about their
feelings or perception you want to shift. This is
where insights turn into creative messages, and
youll come full circle to the initial objectives
youve set for your research. What you discover
in the data can offer a new twist on your initial
thoughts and present new solutions.
5
hello_at_zakagency.com
020 3195 5250
4. Find Smaller Niches for Your
Consumers Another way to get the most out of
your consumer insights is by splitting your
consumers into smaller groups. One buyer persona
is seldom enough to cover your entire target
audience. But through segmentation, you can
narrow down your goals to specific customers. Is
your research focusing on a new audience,
perhaps, or on improving the loyalty of existing
customers? Are you hoping to engage customers of
a specific age group or gender more because sales
in their segment have been lacking? 5. Find the
Story in the Data Consumer insights might seem
like purely numerical and tedious metrics, but
they reveal fundamental truths about your
audience and brand. Because of this, they are not
just for researchers. Consumer insights can help
every level of your organization, from customer
service to marketing and top-level business
decisions. Thats why its essential to translate
data into visual aids and simple statements to
tell the story behind the research and spark
innovative ideas.
6
hello_at_zakagency.com
020 3195 5250
6. Bring Back Into Context Insights without
context serve no one. They can only unleash their
potential when brought back into context with
your goals. They also rely on the skills of real
people with different perspectives and
backgrounds for the most valuable interpretation.
A diverse team can help you unlock the full value
of consumer insights. Customer-facing colleagues
can combine their actual customer knowledge with
the data they are presented with and offer
helpful context to frame what you have
learnt. Consumer Insights Are a Social
Science Complex data cant turn into the
impactful understanding brands seek without that
special human touch. It takes perspective and a
thorough understanding of what audiences want
from brands in this new age. This is where the
expertise of consumer insight companies comes in.
7
hello_at_zakagency.com
020 3195 5250
ZAK is a market research company in London that
works with a network of U-30 consumers to
identify trends and shifting perceptions in the
market. We know the people behind the data and
help brands put their research into context. Get
in touch today to chat with us about your next
study.
Contact US
Address- Sweeps Bldg, 6-7 St Cross St, Holborn
London, UK - EC1N 8UA Email Id-
hello_at_zakagency.com Contact Number- 020 3195
5250 Website- https//www.zakagency.com/