Developing a holistic marketing campaign with intelligent market research strategies is the aim of the game, but this should only be the start of the story!
Extend the process and ensure that all your brilliant results and insights are properly communicated throughout your organisation. Making the most of efficient research solutions could help to optimise results in order for them to be properly used by the team.
Whether you’re strengthening an internal pitch for a bold new campaign or sharing insights with copywriters to boost content - market research results should be implemented in day-to-day operational processes as a tool for driving improvement. The need to be flexible and reactive has never been more relevant.
Reactive marketing has started to change audience expectations and brands are often keen to stay ahead of the curve. New intelligence should encourage people to challenge existing processes and support the creation of dynamic, responsive marketing teams. Increasing the visibility of market research findings should help to persuade teams that aren’t normally involved in marketing to prioritise further research activity.
Market research can help to keep a company focused on the consumer. As each department concentrates on individual goals and projects, paying close attention to the customer and how their needs evolve can be hard to maintain. Building organisations around the customer should help to preserve an engaged team and hopefully as a result, a satisfied customer base. With easy-to-use, self-service research solutions – gathering relevant data that adds value to individual teams may be easier than you think.
A number of research panels can be quickly set up to collect data on different subjects from a variety of audiences. Marketers can now manage a multitude of panels from one central dashboard. As a result, insights can be derived to support teams across the whole of the company. From helping the finance team with setting realistic targets, to supporting the creation of informed marketing strategies - sharing findings on a regular basis in an easily consumable format could help to provide a central sense of purpose.
Encourage members of the team to consider market research surveys and research panels as the starting point of a new activity or approach - particularly if you’re considering embarking on a bold new structure or costly campaign. An opinion panel can be set up as a test bed to gauge opinion. It may be safer to invest a little in the planning stages than to gamble on the success of an untested strategy. Understanding insights and findings may be considered as a responsibility of the marketing team. However, sharing the wealth of knowledge and inspiring the entire organisation to engage with market research may leverage fresh perspectives.
By Morten Strand, chief executive of Cint.
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