Experienced marketers know what it takes to be successful but there’s much to be said about cross-channel communication and collaboration within many organizations. Learning and understanding how customers think, feel and behave are still key things marketers want to know in their all-important research.
SO, WHAT’S THE PROBLEM?
In its second annual survey of 168 marketers representing both large and small companies by FocusVision, the biggest concern was about the need for better technology that incorporated and blended information from various data sources and across all departments within the company. FocusVision is a producer of software for both qualitative and quantitative software .
That concern was driven by the acknowledgment of a constantly and rapidly changing tempo and the demand for quicker analysis and action. The study concluded that most marketers are still trying to deal with this transition while arriving at justifiable strategies to stay in front of competition.
Budget constraints and sample quality tied for first among marketers’ areas of frustration at 46% each. The study also concluded that as research becomes increasingly multi-dimensional and complex, large companies appear to be struggling with incorporating the different tools and data being collected. One respondent cited a strong desire for automated sampling of data.
The budget response makes it clear that marketers need to do a better job of, not only keeping other departments and senior staff informed and involved, but also enrolling them in better understanding and supporting the need for good technology to satisfy their mission. Sample quality would appear to be tied to budget vis-a-vis a marketer’s inability to afford the best software available.
The survey discovered that a majority of respondents (58%) conduct research once a week or more, which was up slightly from the 54% reported a year ago.
The study also delved into where research was trending among the respondents. Mobile led the way followed by surveys and diaries. FocusVision noted that large companies appeared to be more interested in tools for their industry which could better combine various components like AI, as well as quantitative and qualitative technologies. Unsurprisingly, the companies surveyed used the traditional research methods of surveys, focus groups and in-depth interviews to gather their information. Other smaller tactics included in-home or onsite research, usability studies, online diaries and bulletin boards as well as other unnamed quantitative methodologies.
The focal points of most research centered around customer experience and brand awareness. These were followed by customer journey and brand perceptions. Pricing ranked seventh among the 12 categories offered. Customer experienced saw the biggest increase over the past survey as companies seek to better understand customers.
Although it didn’t rank high in the study, there is a growing frustration among marketers in large companies which employ several technology platforms. The study noted a 7% increase over the previous year to 21% which may well serve as a red flag for marketers in that category.