There are many ways to understand markets. As a general rule, when we think of this situation we visualize analysts from the most varied disciplines carrying out research tasks. However, people who consume products and services can actively collaborate in various techniques to provide input for analysis. This does not mean that they do the work of researchers, but they can be participants beyond answering questions.
Knowing the ways in which consumers can collaborate more closely with agencies allows you to consider work options that you could not have imagined. We recommend you to know their main characteristics in order to make informed decisions in your Market Research planning. Therefore, we list four methods in which people can be part of your market knowledge deepening tasks.
Mystery Shopper. There are several ways for people to become this type of analyst. You should know that it requires training in order for the consumer to clearly know what you need them to record and find out. Although a single visit to the point of sale may be enough to obtain the desired data and information, you should consider the cases in which more trips and other additional tasks such as filling out forms are needed.
Online panel. Within our segment there are several companies and initiatives that maintain communities of people actively seeking to participate in market research. A significant number of them are looking for extra income that allows them to supplement their expenses or get extra gifts. Acertiva has one of its own under the name of BeePanel (see more here). You can check with the administrators of these communities to see if you can use their user bases to meet your goals.
Video recording. One way to find out purchase paths is through the capture of multimedia files where relevant aspects of people’s choices are recorded. This task requires many elements to be successful and useful. While you want the participation to be as genuine and spontaneous as possible, it also requires clear instructions to ensure that you get the necessary files.
Online diary. On other occasions it will be necessary to follow up on a list of specific tasks for a period of time that will depend on the objectives to be achieved. To develop this technique it is necessary to have an internet platform that gives the recruits the opportunity to upload their answers and deliverables of the agreed activities. It is also essential to have a moderator and a surcharge to complete the project without delays.
The means that exist for people themselves to carry out substantive research activities provide access to findings that may be unexpected, but crucial for better decision making. Even the areas of opportunity reported during the implementation of the techniques mentioned above can shed light on some pain points or aspects that require attention in their design and application.
At Acertiva we have more than two decades in the market performing projects with very different methodologies. Thanks to our experience in LATAM, we can provide you with a team of analysts and strategic suppliers to meet your goals in this area. Contact us today to let us know your needs. We’ll get back to you with how together we can make your next success story possible.
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