To create a strong message for your target audience you have to begin with who they are and why they should care. This can be a challenge when it comes to prioritizing qualitative and quantitative research.
Investing time and money in market research is difficult for small businesses and startups with limited budgets.
Luckily it is now possible to collect data and capture honest responses from people out in the field. To learn how to gain a better understanding of your target audience, read on.
Combining focus groups and ethnographic research
These two types of research are on opposite ends of the spectrum when it comes to gathering qualitative marketing research.
In a focus group, a moderator leads the conversation in a controlled environment. This form of research is great to collect complex results and opinions. It also allows you to hand-pick a diverse group of participants. The formal environment can also influence the way participants answer questions.
Ethnographic studies take place where the research is gathered, out in the field. A field research dives into the lives of those they are trying to gather data on. An example of this is an ethnographic researcher going to a grocery store with a family to understand their buying habits. This can be a time-consuming process, but it yields in-depth results. Participants are in their natural environment thus, likely to feel relaxed.
The downside to this type of research is that it collects only one result. A diverse set of participants is chosen for a focus group in order for differences in ideas to bounce off one another. Since the research is only following one type of person or a similar group of people, results may not show a whole picture.
Combining these two types of research can lead to a much clearer picture of who your target audience is. It's also possible to bring in a quantitative research method, surveys.
By setting up locations out in the field that draw in participants, you combine both methods. Gathering a diverse group of people, while still be in a natural environment. In Organizer's mobile app, it's possible to have customizable surveys with branching questions. These follow-up questions are dependent on answers, making it more of a conversation rather than reading a script.
These surveys can include quantitative questions through multiple choice and true or false. If your business is searching for more qualitative research, you can include a box to fill in the answer.
With the Organizer survey tool, we make it possible for you to collect the data you need. This data can then go in to finding who is not only interested in your product, but you as a company as well. By targeting your audience before they know you, it gives you the chance the create the message for them.