One of the major challenges with modern day market research has to do with just how frequently situations can change. Your “market” is constantly changing and the tools you use to gain a deeper understanding must change along with them. If you’re trying to get a better understanding of audiences on social media, you would naturally use different tools than the ones you would use to try to measure the loyalty of your existing customers or even to understand your competitors. To that end, there are five incredibly useful market research tools that are absolutely worth exploring.
1. Google’s Keyword Planner
If you want to guarantee that your AdWords efforts are headed in the right direction (or if you want to see which keywords your competitors are targeting), look no further than the type of insight only Google’s Keyword Planner can provide. You can search for keywords to find the ones that resonate the most with your target audience and Google will provide you with valuable metrics letting you know where your efforts should be focused.
If you want to know what your target audience really feels about something, all you need to do is ask – or wait for someone else to do the asking for you. Quora is one of the best tools for authentic customer feedback that you’re likely to find, offering in-depth answers about what customers love (and hate) for you to use as the basis of your own strategies moving forward.
QuickTapSurvey does it all. With its robust feature set and native mobile support, QuickTapSurvey is the perfect survey app for lead-based offline data capture at tradeshows and events, on-site customer feedback at retail stores, store audits and inspections, market research at malls, public events and so much more. The real strength of QuickTapSurvey is its malleability – it’s robust enough to give you the offline data collection features your field workers want and flexible enough to be whatever you need, regardless of how those needs may change.
4. Customer Case Studies
If you really want to get to know your target audience, there is truly nothing that beats the type of in-depth discussion that can be generated by case studies. Find willing participants and ask them about what they like, what they don’t like, what their pain points are, what they feel could be better and beyond. Even after 10 or so intimate customer case studies, you’ll begin to notice the types of patterns that can provide you insight on certain needs that need to be addressed by your organization in the future.
5. Facebook Audience Insights
As a data access tool, Facebook Audience Insights is a terrific way to learn more about the people you’re interacting with. If you use Facebook as a communications channel with your core demographics, this free tool will give you the valuable insight you need to make the most actionable decisions possible moving forward. You can also easily share those insights with others in a much more natural and effective way, great for collaboration.
Perhaps the most important thing to understand is that market research isn’t just an asset for large corporations – businesses of all sizes can benefit deeply from the invaluable insight it’s able to provide. Whether you’re launching a new product, trying to target your existing customers better or are just trying to build loyalty and spread word of mouth, market research tools like these are fantastic ways to laser-focus your efforts to show your customers not only what they want to see, but how they want to see it.
Also published on Medium.