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SCIP KW June 2016

A primer about primary marketing research, for members of the Kitchener Waterloo Chapter of SCIP
by

Lori Reiser

on 21 June 2016

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Transcript of SCIP KW June 2016

@LoriReiser @AdvanisInsights

LReiser@Advanis.net
Primary Research Takes Many Forms
Can I DIY?
Can people tell you what they want or need?
Let's talk about
revealed
preferences vs.
stated
preferences.
Some examples of ways to collect primary data...
Surveys Focus Groups Interviews
Prediction Markets Ethnography Shop-Alongs Communities Syndicated Reviews/Feedback
Eye-tracking Non-conscious measurement
Social media monitoring
Collecting
Feedback
is not the same as conducting
Research
Who is your audience?
Primary Research & Competitive Intelligence
When should I do primary research?
Ideation
Consumer Segmentation
Pricing
UXD Testing
Product Development
Portfolio / Cannibilization
Advertising support
Content marketing support
Customer Experience
Market Intelligence

Defining your Target Audience
How do you define your current customer base? Your ideal target base? Your competitor's customer base?
Does this differ by product/service?
Who are the decision makers and influencers?
Where/how can you reach this target?
Telephone / online/ social
Can you "weight" your data to a known population?
Life Pro Tips For DIY
Think carefully about who you are targeting
Ask a generalizable population, including those with less enthusiasm
Learn about good survey writing, or get help with just that aspect
Interpret well
My job is to make your gut instinct right, more often, by bringing the voice of the consumer to the design / strategy discussion
Full transcript