A popular saying goes that “one redhead is better than a thousand discolored ones.” This adage also applies to Market Research. Consumers have a lot to say about their shopping experiences, but they don’t always find the way and means to confess it. They usually express their impressions with action. A bad experience usually results in the customer not returning. In addition, it is common knowledge that a good appreciation is shared with a few close ones, but a bad one with anyone who approaches the witness.
It is imperative for brands to maintain the greatest possible willingness to record and listen to the people who experience their products and services. Sometimes this will be possible through research protocols that will serve as bridges between the two interested parties. To this end, a series of techniques and tools will be deployed. To keep in mind the most relevant resources on the subject, we offer you today a list of some of these.
Customer bases. Nowadays, it is increasingly common for brands to have a list with the most basic data of their consumers. Sometimes these databases include contact information such as email and cell phone number. If you also have explicit permission to contact them, it is valid to establish communication and ask what you want to know. It is highly recommended to make sure that the data is updated and real.
Regular monitoring. Market studies should be a permanent investment by companies and not limit their application to temporary or emergency situations. People are very perceptive and want to make their suggestions and bad experiences known to those who offer their satisfaction. If periodic inquiries are carried out, it is possible to advance work that leads to innovations that gain market share or detect advances by competitors through the eyes of your own consumers.
Social networks. Even if a company strives to be assertive all the time, a crisis will always arise that will need to be faced. Social networks are a means that people use to express a complaint or negative statement about anything in real time. The reach of this content can destroy prestige with a speed rarely seen. Therefore, it is vital to take two steps forward and detect the beginnings of a crisis through immediate and sincere attention. If compromising patterns are detected, study and remediation actions must be applied in the short term.
Consumer trends. Unless you sell or rent items where you are the only participant in the market, it is almost a fact that at least one of your competitors is planning and executing business and communication plans different from yours. A huge mistake is to ignore what the other participants in your segment are doing. Whether through desk or field studies, it is essential to have a complete and updated image of the other participants in your niche. Only in this way can you respond in a forceful and satisfactory manner.
Maintaining a proactive and close attitude when establishing communication channels with customers is a strength that successful brands constantly develop. Market analysts are experts who can help you carry out this task without neglecting the other substantive areas of your company. With their wealth of knowledge and applied case studies, they can make recommendations and share with you the findings you need to make the best decisions.
Acertiva is a Market Research agency with more than two decades of experience in consumer and market knowledge. We have a presence in LATAM where we have experts and strategic allies waiting to collaborate with you. If you have a plan in this area, contact us as soon as possible. We will send you the plan with which together we will make your next success story a reality.
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