How to Successfully Optimise Your Online Market Research
The online market research presents a number of tangible benefits, but in order to get the most out of your research campaign, some planning should be involved. Here is how to best optimise your online market research campaign.
Prioritise Behavioural Targeting in Market Research
With so many market research options and the enormous amount of data associated with it, market researchers are facing more difficulty than ever before to comprehend user behaviour. In response to such a concern, behavioural data helps market researchers to enhance consumer insights and the overall research experience all while improving the efficacy of research operations.
Some of the world’s biggest brands dig deep to better understand those millions of seconds their consumers spend while browsing the screens of their phones, tablets, or computers. These intricate details of the consumer behaviour, provide profuse opportunities to the brands to mold consumer experience.
At the same time, points like audience distraction and fragmentation of marketing events across various devices and platforms, require a capacity to positively align these variables with the overall customer experience.
Improve Market Research Insights with Behavioural Data
One of the main benefits of online market research is the ability to utilise behavioral marketing. Big data helps us to understand consumer motivation by examining the personality traits of millions and millions of people. It wouldn’t be wrong to say that behavioural science is the new norm in optimising market research. Marketing analytics and behavioural research function independently and integrating these functions significantly increases the effectiveness of marketing efforts.
The insights from behavioral research focus on human behaviours like how people talk, live, act, and think, all of which are used to identify marketing opportunities and/or challenges.
We can’t agree more with the point that obtaining these insightful and timely details about consumer behaviour is crucial to implementing the right and impactful research methodology. The insights from behavioral research focus on human behaviours like how people talk, live, act, and think, all of which are used to identify marketing opportunities and/or challenges. Pairing market research analytics with behavioural insights helps us to optimize our work by hitting the right place at the right time. If market research is best suited to tell us the “what,” the behavioural insights answer the “why” of the marketing campaigns.
Make Data Collection More Efficient with Behavioural Targeting
When compared to randomly selected samples, behaviourally targeted samples tend to increase the research experience and the overall quality of research data. Not merely that, with behavioural targeting, incident rate, participation rate, and dropout rate turn out to be substantially better in the samples.
When research participants are recruited on the basis of actual behaviours, their overall experience with the surveys and campaigns becomes easier and satisfying. When a high level of user satisfaction is reached, it becomes easier to find precision in the experiment results.
Behavioural data helps you to decide who your ideal customer/target group is. Once the users and their specific behaviour traits are identified, you can cater to them with specifically tailored content and messages. For that reason, behavioural marketing isn’t just about recognising people on the basis of their habits, it is also optimising market research to match these behavioural patterns with a specific message.
Why is Behavioural Targeting Important?
Behavioural data provides a better environment to effectively respond to the ever-changing aspects of a brand, be it innovating the research design or the data collection methodology. When combined with market research analytics, behavioural data gives a well-rounded picture of consumer behaviour to motivate and transform the marketing decision-making process.
Behavioural targeting not only tells you what kind of product or service a certain group of people likes, but it also tells you what channels they frequently use and what content or messaging they respond to.
The benefits of behavioural targeting include:
Personalisation: Behavioural targeting not only tells you what kind of product or service a certain group of people likes, but it also tells you what channels they frequently use and what content or messaging they respond to.
Budget allotment: Once you know which segment spends or engages the most, you can better allocate your efforts to target that group.
Improved research experience: Behavioural data granularly depicts what people do online, without the limitations of influences, memory, and self-reporting. Combining this data with survey data substantially improves the quality of market research and the overall research experience.
Better performance and forecasting: With behavioural data from each segment you can easily identify trends to effectively plan and schedule for the future. Past behaviour is a good criterion for predicting future behaviours. Although it gives a rough idea about the future customer journey, it might allow you to guide users to reach their end goals quickly.
Take Advantage of Rapid Results
When the research is more efficient, the turnaround time required for the process decreases significantly. This in turn provides an excellent opportunity to reduce the cost of conducting research.
These impacts are directly proportional to the extent of penetration of behavioural data in online panels across the globe.
Considering these as well as many other such factors, behavioural targeting promises to improve research turnaround time and ROI.
Fast results available with online market research allows you to achieve the best results without wasting your time, energy, and money.
Seek Feedback from Your Target Group When They are Most Receptive
Audiences are most receptive when your focus is on solving a problem for them. That being said, people log into social media platforms to actively engage with the content in some way. Hence, social media is a gold mine for market researchers as it taps into an audience that is receptive to engagement.
People on Instagram and other such social media platforms keep looking for nice pictures, great content, and hashtags. These audiences are capable of achieving higher engagement levels. Thus, social media platforms like Instagram allow researchers to tap into a massive pool of consumers who are waiting to engage with content that pops up on their screens.
The key to effectively use social media as a tool is to find the perfect number of posts and the perfect time to deliver these posts.
Researching your target audience on various social channels is not a one-time project, instead, it is a work in progress. Companies make use of research platforms to help simplify these elements.
Harnessing the right tool for market research is a great way to optimise your research process. If you want to carefully plan and keep a thorough check on your market research process, you need a platform like Bolt Insight to streamline processes whilst keeping you aligned with your research goals.