Why Human Insights Will Win in 2023
Have you ever taken a survey and quickly answered the last few questions just to get it over with? Or have you been chasing data and updating dashboards with little thought on what to do with it? With so much data and so little time these days, we have prioritized speed over quality and we are often left paralyzed as a result. Our recent conversations with marketing leaders indicate a need for solving some of the toughest questions business leaders have faced in years. But is there really an “easy” button?
There are many options when it comes to conducting research with your target market today. You can track online behaviors, set up a dashboard, and even run real-time analytics. But often times it feels like our lack of human connection is in the way of actually solving the problem.
In our 20 years of research experience, we have used and seen most of the leading research methods out there right now. We have also conducted research just about everywhere - in customer homes, on Zoom, and in offices. It doesn’t matter where we are, we always seem to be able to find a much clearer answer when we are face-to-face or observing people in action.
As the leader of Conversate Labs, I will never forget the moment I became aware of the power of in-person research and fell in love with it. I was working in Product Marketing and needed to test a new product concept. I traveled to Brazil and another 7 hours by car just to meet with the customers in the field. When I got there, I started observing each customer using the product and getting to know them. After going through my series of carefully crafted questions, I asked:
“What would having this new product mean to you?
The respondent said enthusiastically, “This would be my dream!”
It was an “a-ha” moment for me. This comment, and many others, would help the company determine whether it was worth the hefty investment to launch this new product. Now, imagine if we just sent a survey. Would the response have been the same?
Here are our top 5 reasons for recommending in-person research this year:
5. Feedback First Approach
Think feedback first when it comes to solving complex problems. If you want to run a survey, start with qualitative research first. Even if your budget or timeline is tight, it is well worth your investment and your survey will be better because of it. By starting with in-person research, listening can help shape different questions and answer sets in your survey that you never thought of in the first place and gives you the ability to validate or eliminate some of your assumptions about your target market.
4. Humans Respond in Many Ways
People process and respond to information in different ways. Using a trained moderator can help identify verbal and non-verbal cues that lead to new insights. There are also various testing methods that can be used, like observing how customers use a product or respond to a message, which is often difficult to do virtually. Using various testing methods in-person will improve your outcome.
3. Humans Are More Than Data Points
Survey data can often be misleading or filled with data someone is forced to respond to without unbiased thoughts or ideas. Humans are complex; they have emotions and feelings to express about a topic or product that often isn’t included in a survey. Consider listening to your target market by hiring a trained moderator or third-party research provider. Qualitative research like 1-on-1 interviews or focus groups can be a great way to listen and find out the story behind their answers first.
2. Conversations Lead to New Ideas
By talking to your audience or target market directly, you can change directions, add new questions or follow-up on a new idea. When one respondent talks, another one gets an idea, and the conversation becomes richer. Don’t be afraid of what might be said in a focus group, rather be excited about the discovery process and let the feedback be your guide.
1. Humans Want to Help & Feel Heard
Surveys have become so abundant, you rarely hear how your answers helped change anything. People instinctively want to help solve problems. By having your target market participate in a focus group or interview allows them to know you care enough to listen to their ideas and that their feedback makes a difference.
With so much has changed in the last few years, there is no better time to conduct research with your customers, employees or prospects. No matter what problem you are trying to solve, think of it as being on an exciting journey to new discoveries and start with in-person research first. Instead of being scared about what you might hear, start by being excited about all the new things you might learn. Before you try to find that “easy” button, Conversate Labs can help you find the right research methods that work for you and they are easier than you think.
