Your customer is your biggest asset. And, the competition for customers is getting a lot tougher – as competitors look for their edge using everything from social media to smart design. Today, the only way to stay competitive and grow is to really understand the customer.
To understand your customer and anticipate their needs, you have to talk to them. That’s where research comes in.
We have completed over 1000 research studies for clients in businesses ranging from national media and pure play online companies to multi-national food and snack giants.
Our research tools are customized directly for the client’s needs.
Top targeting tool
Many clients like to start with segmentation – a map of customers that groups them by differentiators – the wants and needs that make one group different from another. This allows for precise targeting.
Other research tools include:
• Focus groups – to get a more personal insight into the customer allowing them direct interaction and feedback
• Brand mapping – to help you figure out where your brand is relative to competitors and customer needs
• Usability testing – to show you what’s working and what’s not working on your website
• Tracking studies – to let your measure how far you’ve come and what needs to be adjusted
• Format maps – to help you optimize your radio, TV or online format
• Re-analysis – to give you new insights from research that is already available including user measurement (Nielsen, Comscore, Arbitron etc.) and your existing proprietary research. In many cases, this leads to significant growth.
Example of our Research work – Online Games
A top kid’s network wanted to increase its audience online – specifically for its highly competitive website. Their goal was an additional 500,000 visitors.
After carefully analyzing their site (and the sites of their competitors), we drilled deep into the long tail of kid’s online games using existing user measurement systems. This included an evaluation of over 1600 websites visited by kids.
We also met with our client’s research department and re-analyzed their data, searching for opportunities. Then, we conducted usability testing with kids aged 6-12 to determine exactly how they used their favorite websites.
Based on our analysis we suggested 4 key areas of opportunity, one of which involved optimizing an underutilized technology.
As soon as our client made the technological change, they immediately gained 200,000 visitors. They are well on their way to 500,000 at this time.