How to Carry Out Customer Research Growth-Driven Marketing
May 13, 2020

As we discussed in our previous articles about how to carry out Internal CheckUp and Competitor Analysis, your Brand Check-Up is the initial part of your Growth Marketing strategy. It plays an important role in providing data for your Growth Marketing activities. So far we have covered:

  1. Internal analysis of your business (Internal Check-Up) 
  2. Competitor research and analysis

And now it’s time for you to learn more about customer research.

Customer Research 

Customer research is the best way to understand and create your personas* (or buyer personas).

*A persona is basically the representation of your ideal customer, which helps you to build your customer segments based on customer research and/or real data about your existing customers. Knowing who your ideal customers are in terms of demographics, motivations, behaviour patterns, challenges, and goals will build the foundation of your marketing activities. 

At the end of this stage, you will see a “generic approach” won’t be enough to meet the needs of your customers as every persona’s pain points and goals differ. Even though you only have one brand/product or solution, all of your marketing communications will vary according to each persona. For instance, an IT manager might be interested in a different product feature than a marketing manager, who also uses the same product.

That’s why at this step, you should focus on identifying your customers with as many questions as possible – in order to create the right personas for the next stage of your marketing strategy.

In this article, we will walk you through carrying out the third analysis of your Brand Check-Up: Customer Research (buyer persona interview) through our online learning platform: the Growth Marketing Hub>. We will explain which information you need to get from your current or potential customers in order to gain insights for your future marketing activities. And don’t worry if you don’t have an established brand. The Growth Marketing Hub is designed to give you the opportunity to exercise each module and process so that you can just practice and learn. 

Customer Research With the Growth Marketing Hub

Before you start, please make sure you have completed your Internal Checkup and Competitor Research and Analysis.

We start with the Customer Research menu on the Growth Marketing Hub panel. You can select the “Start a New Buyer Persona Interview box from the menu to conduct new customer research and analysis.

Start a New Customer Research

The questions will vary based on whether your company caters to businesses or individuals, so you need to select your customer type first. You can ask these questions directly to your existing customers or make a survey for your potential customers. If you don’t have an established brand and customers, you can use the Growth Marketing Hub to simply exercise each module and process.

a- Start a New B2B Customer Research

You can fill out the information by performing a new survey or using the information from a previously created questionnaire. If you want to simply practice using the Growth Marketing Hub, you can also fill out the questions yourself on behalf of a hypothetical person.

1- Questions About Demographics 

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their personal information. Demographic information will allow you to better provide related communication in your marketing activities.

Click “NEXT STEP” to proceed

2- Questions About Business 

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their company or organisation. Information about their business will help you to eliminate less qualified leads.

Click “NEXT STEP” to proceed

3- Questions About Role, Goals and Challenges 

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their career, the nature of their jobs, their challenges, and their goals. Understanding your buyers’ pain points and goals will be the keystone of determining your whole marketing approach to each specific persona.

How is your performance measured?: Performance at work can be measured in various ways depending on the role. For instance, if your customer is in HR, his/her job can be measured by team productivity, employee engagement scores, project fulfilment, and Glassdoor score etc. The other most common examples would be sales volume, generated leads, revenue growth rates, net profits, net promoter score (NPS), return on investment (ROI), and unit KPIs.

What tools do you use or need to do your job?: Clarifying what tools your customers use helps you to determine which benefits to highlight in your product/service. Some general tools can be: Content Management Systems, CRM Software, Word Processing Programs, Accounting Programs, Email, Time Tracking Software, Project Management Tools, Cloud-Based Storage & File Sharing Applications, etc.

Two of the most important questions for a B2B customer are: What are your biggest challenges at work? and What are your goals and objectives in regards to your job? So, make sure you get the most detailed information from these questions to better determine how your business can meet their needs.

Click “NEXT STEP” to proceed

4- Questions About Purchasing Preferences

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their purchasing habits and how they consume information. These insights are very valuable to understand where your business should have an active presence and where you can meet your potential customers.

Click “SUBMIT.” Congrats! You have completed your first B2B Customer Research.

You can check your Completed Customer Interviews or continue to create new interviews by clicking ‘Start a New Customer Interview’ from the menu.

b- Start a New B2C Customer Research

You can fill out the information by performing a new survey or using the information from a previously created questionnaire. In order to just practice using the Growth Marketing Hub, you can also fill out the questions yourself on behalf of your hypothetical target customer.

1- Questions About Demographics

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their personal information. Demographic information will allow you to better provide related communication in your marketing activities.

Click “NEXT STEP” to proceed

2- Questions About Personal Info

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights about their preferences and character.

Click “NEXT STEP” to proceed

3- Questions About Purchasing Preferences 

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their purchasing habits. These insights are very valuable to understand where your brand should have an active presence and where you can attract your potential customers’ attention.

*Keep in mind that “the name of the product” doesn’t mean your brand name. Asking about your brand won’t give you all the insights you need regarding the market you’re in. So both for your current and potential customers, you will be asking about the product. For example, if you’re selling online games for kids, ask how often the customer purchases online games for kids.

Also, the questions should be in accordance with your brand/ business/industry and competition since generic purchasing information won’t provide you with enough details.

Click “NEXT STEP” to proceed

4- Questions About the Decision Making Process for Purchasing

 

Again, the questions should be in accordance with your brand/ business/industry and competition since generic purchasing information won’t provide you with enough details.

Click “SUBMIT”. Congrats! You have completed your first B2C Customer Interview.

You can check your Completed Customer Interviews or continue to create new interviews by clicking ‘Start a New Customer Interview’ from the menu.

View Completed Customer Research

You can see the completed Customer Interviews for each customer you have analysed on this screen.
When you click on a participant, you can see the whole details for that customer.
CONTACT US
Drop us an email at info@nbtdigital.com or leave your details to get further information about our growth and digital marketing solutions and courses

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How to Carry Out Customer Research Growth-Driven Marketing
May 13, 2020

As we discussed in our previous articles about how to carry out Internal CheckUp and Competitor Analysis, your Brand Check-Up is the initial part of your Growth Marketing strategy. It plays an important role in providing data for your Growth Marketing activities. So far we have covered:

  1. Internal analysis of your business (Internal Check-Up) 
  2. Competitor research and analysis

And now it’s time for you to learn more about customer research.

Customer Research 

Customer research is the best way to understand and create your personas* (or buyer personas).

*A persona is basically the representation of your ideal customer, which helps you to build your customer segments based on customer research and/or real data about your existing customers. Knowing who your ideal customers are in terms of demographics, motivations, behaviour patterns, challenges, and goals will build the foundation of your marketing activities. 

At the end of this stage, you will see a “generic approach” won’t be enough to meet the needs of your customers as every persona’s pain points and goals differ. Even though you only have one brand/product or solution, all of your marketing communications will vary according to each persona. For instance, an IT manager might be interested in a different product feature than a marketing manager, who also uses the same product.

That’s why at this step, you should focus on identifying your customers with as many questions as possible – in order to create the right personas for the next stage of your marketing strategy.

In this article, we will walk you through carrying out the third analysis of your Brand Check-Up: Customer Research (buyer persona interview) through our online learning platform: the Growth Marketing Hub>. We will explain which information you need to get from your current or potential customers in order to gain insights for your future marketing activities. And don’t worry if you don’t have an established brand. The Growth Marketing Hub is designed to give you the opportunity to exercise each module and process so that you can just practice and learn. 

Customer Research With the Growth Marketing Hub

Before you start, please make sure you have completed your Internal Checkup and Competitor Research and Analysis.

We start with the Customer Research menu on the Growth Marketing Hub panel. You can select the “Start a New Buyer Persona Interview box from the menu to conduct new customer research and analysis.

Start a New Customer Research

The questions will vary based on whether your company caters to businesses or individuals, so you need to select your customer type first. You can ask these questions directly to your existing customers or make a survey for your potential customers. If you don’t have an established brand and customers, you can use the Growth Marketing Hub to simply exercise each module and process.

a- Start a New B2B Customer Research

You can fill out the information by performing a new survey or using the information from a previously created questionnaire. If you want to simply practice using the Growth Marketing Hub, you can also fill out the questions yourself on behalf of a hypothetical person.

1- Questions About Demographics 

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their personal information. Demographic information will allow you to better provide related communication in your marketing activities.

Click “NEXT STEP” to proceed

2- Questions About Business 

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their company or organisation. Information about their business will help you to eliminate less qualified leads.

Click “NEXT STEP” to proceed

3- Questions About Role, Goals and Challenges 

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their career, the nature of their jobs, their challenges, and their goals. Understanding your buyers’ pain points and goals will be the keystone of determining your whole marketing approach to each specific persona.

How is your performance measured?: Performance at work can be measured in various ways depending on the role. For instance, if your customer is in HR, his/her job can be measured by team productivity, employee engagement scores, project fulfilment, and Glassdoor score etc. The other most common examples would be sales volume, generated leads, revenue growth rates, net profits, net promoter score (NPS), return on investment (ROI), and unit KPIs.

What tools do you use or need to do your job?: Clarifying what tools your customers use helps you to determine which benefits to highlight in your product/service. Some general tools can be: Content Management Systems, CRM Software, Word Processing Programs, Accounting Programs, Email, Time Tracking Software, Project Management Tools, Cloud-Based Storage & File Sharing Applications, etc.

Two of the most important questions for a B2B customer are: What are your biggest challenges at work? and What are your goals and objectives in regards to your job? So, make sure you get the most detailed information from these questions to better determine how your business can meet their needs.

Click “NEXT STEP” to proceed

4- Questions About Purchasing Preferences

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their purchasing habits and how they consume information. These insights are very valuable to understand where your business should have an active presence and where you can meet your potential customers.

Click “SUBMIT.” Congrats! You have completed your first B2B Customer Research.

You can check your Completed Customer Interviews or continue to create new interviews by clicking ‘Start a New Customer Interview’ from the menu.

b- Start a New B2C Customer Research

You can fill out the information by performing a new survey or using the information from a previously created questionnaire. In order to just practice using the Growth Marketing Hub, you can also fill out the questions yourself on behalf of your hypothetical target customer.

1- Questions About Demographics

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their personal information. Demographic information will allow you to better provide related communication in your marketing activities.

Click “NEXT STEP” to proceed

2- Questions About Personal Info

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights about their preferences and character.

Click “NEXT STEP” to proceed

3- Questions About Purchasing Preferences 

These are the questions you will ask your current/potential customers (or answer on behalf of them if you are just practising), which will provide you with insights on their purchasing habits. These insights are very valuable to understand where your brand should have an active presence and where you can attract your potential customers’ attention.

*Keep in mind that “the name of the product” doesn’t mean your brand name. Asking about your brand won’t give you all the insights you need regarding the market you’re in. So both for your current and potential customers, you will be asking about the product. For example, if you’re selling online games for kids, ask how often the customer purchases online games for kids.

Also, the questions should be in accordance with your brand/ business/industry and competition since generic purchasing information won’t provide you with enough details.

Click “NEXT STEP” to proceed

4- Questions About the Decision Making Process for Purchasing

 

Again, the questions should be in accordance with your brand/ business/industry and competition since generic purchasing information won’t provide you with enough details.

Click “SUBMIT”. Congrats! You have completed your first B2C Customer Interview.

You can check your Completed Customer Interviews or continue to create new interviews by clicking ‘Start a New Customer Interview’ from the menu.

View Completed Customer Research

You can see the completed Customer Interviews for each customer you have analysed on this screen.
When you click on a participant, you can see the whole details for that customer.
Konu Etiketleri

Drop us an email at info@nbtdigital.com or leave your details to get further information about our growth and digital marketing solutions and courses

Subscribe to our blog​
Stay up to date with the latest growth marketing tips and news

NBT uses the information you provide to us to contact you about our relevant content, products, and services. You may unsubscribe from these communications at any time. For more information, check out our Privacy Policy.

Related Insights