In this introduction to the basic steps of market research, the reader can find help with framing the research question, figuring out which approach to data collection to use, how best to analyze the data, and how to structure the market research findings and share them with clients.

The market research process consists of six discrete stages or steps. They are as follows:

The third step of market research - - Collect the Data or Information - entails several important decisions. One of the first things to consider at this stage is how the research participants are going to be contacted. There was a time when survey questionnaires were sent to prospective respondent via the postal system. As you might imagine, the response rate was quite low for mailed surveys, and the initiative was costly.

Telephone surveys were also once very common, but people today let their answering machines take calls or they have caller ID, which enables them to ignore calls they don't want to receive. Surprisingly, the Pew Foundation conducts an amazingly large number of surveys, many of which are part of longitudinal or long-term research studies.

Large-scale telephone studies are commonly conducted by the Pew researchers and the caliber of their research is top-notch.

Some companies have issued pre-paid phone cards to consumers who are asked to take a quick survey before they use the free time on the calling card. If they participate in the brief survey, the number of free minutes on their calling card is increased.

Some of the companies that have used this method of telephone surveying include Coca-Cola, NBC, and Amaco.

Methods of Interviewing

In-depth interviews are one of the most flexible ways to gather data from research participants. Another advantage of interviewing research participants in person is that their non-verbal language can be observed, as well as other attributes about them that might contribute to a consumer profile. Interviews can take two basic forms: Arranged interviews and intercept interviews.

Arranged interviews are time-consuming, require logistical considerations of planning and scheduling, and tend to be quite expensive to conduct. Exacting sampling procedures can be used in arranged interviews that can contribute to the usefulness of the interview data set. In addition, the face-to-face aspect of in-depth interviewing can result in exposure to interviewer bias, so training of interviewers necessarily becomes a component of an in-depth interviewing project.

Intercept interviews take place in shopping malls, on street corners, and even at the threshold of people's homes. With intercept interviews, the sampling is non-probabilistic. For obvious reasons, intercept interviews must be brief, to the point, and not ask questions that are off-putting.

Otherwise, the interviewer risks seeing the interviewee walk away. One version of an intercept interview occurs when people respond to a survey that is related to a purchase that they just made. Instructions for participating in the survey are printed on their store receipt and, generally, the reward for participating is a free item or a chance to be entered in a sweepstakes.

Online data collection is rapidly replacing other methods of accessing consumer information. Brief surveys and polls are everywhere on the Web. Forums and chat rooms may be sponsored by companies that wish to learn more from consumers who volunteer their participation. Cookies and clickstream data send information about consumer choices right to the computers of market researchers. Focus groups can be held online and in anonymous blackboard settings.

Market research has become embedded in advertising on digital platforms.

There are still many people who do not regularly have access to the Internet. Providing internet access for people who do not have connections at home or are intimidated by computing or networking can be fruitful. Often, the novelty of encountering an online market research survey or poll that looks like and acts like a game is incentive enough to convert reticent Internet users.

Characteristics of Data Collection

Data collection strategies are closely tied to the type of research that is being conducted as the traditions are quite strong and have resilient philosophical foundations. In the rapidly changing field of market research, these traditions are being eroded as technology makes new methods available. The shift to more electronic means of surveying consumers is beneficial in a number of ways. Once the infrastructure is in place, digital data collection is rapid, relatively error-free, and often fun for consumers. Where data collection is still centralized, market researchers can eliminate the headache of coding data by inputting responses into computers or touch screens. The coding is instantaneous and the data analysis is rapid.

Regardless of how data is collected, the human element is always important. It may be that the expert knowledge of market researchers shifts to different places in the market research stream. For example, the expert knowledge of a market researcher is critically important in the sophisticated realm of Bayesian Networks simulation and structured equation modeling -- two techniques that are conducted through computer modeling. Intelligently designed market research requires planning regardless of the platform. The old adage still holds true: Garbage in, garbage out.

Now you are ready to take a look at the market research process Step 4. Analyze the Data.


Kotler, P. (2003). Marketing Management (11th ed.). Upper Saddle River, NJ: Pearson Education, Inc., Prentice Hall.

Lehmann, D. R. Gupta, S., and Seckel, J. (1997). Market Research. Reading, MA: Addison-Wesley

Categorized in Market Research

In their book Write Your Business Plan, the staff of Entrepreneur Media, Inc. offer an in-depth understanding of what’s essential to any business plan, what’s appropriate for your venture, and what it takes to ensure success. In this edited excerpt, the authors discuss the whys and hows of conducting market research.

Market research aims to understand the reasons consumers will buy your product. It studies such things as consumer behavior, including how cultural, societal and personal factors influence that behavior.

Market research is further split into two varieties: primary and secondary. Primary research studies customers directly, whereas secondary research studies information that others have gathered about customers. Primary research might be telephone interviews or online polls with randomly selected members of the target group. You can also study your own sales records to gather primary research. Secondary research might come from reports found on the websites of various other organizations or blogs written about the industry. For your plan, you can use either type of research or a combination of both.

The basic questions you’ll try to answer with your market research include:

Who are your customers? Describe them in terms of age, occupation, income, lifestyle, educational attainment, etc.

What do they buy now? Describe their buying habits relating to your product or service, including how much they buy, their favored suppliers, the most popular features and the predominant price points.

Why do they buy? This is the tricky one, attempting as it does to delve into consumers’ heads. Answers will depend on the product and its uses. Cookware buyers may buy the products that offer the most effective nonstick surfaces, or those that give the most pans in a package for a given amount of money, or those that come in the most decorative colors.

What will make them buy from you? Although some of these questions may seem difficult, you’d be surprised at the detailed information that's available about markets, sales figures and consumer buying motivations. Tapping information sources to provide the answers to as many questions as you can will make your plan more convincing and your odds of success higher. Also, the business plan software programs have detailed research included and online research available. Utilize this functionality if you're using such software, and add additional data you find elsewhere. The reason to add some of your own unique material is that everyone using the software program is tapping into the same database and you want your business plan to differ from that of the last entrepreneur in your field.

You can also find companies that will sell you everything from industry studies to credit reports on individual companies. Market research isn't cheap. It requires significant amounts of expertise, manpower and technology to develop solid research. Large companies routinely spend tens of thousands of dollars researching things they ultimately decide they’re not interested in. Smaller firms can’t afford to do that too often.

For companies of all sizes, the best market research is the research you do on your own. In-house market research might take the form of original telephone interviews with consumers, customized crunching of numbers from published sources or perhaps competitive intelligence you’ve gathered on your rivals through the social media. You can gather detailed research on customers, including their likes, dislikes and preferences, through Facebook, and use Google Analytics to sort out the numbers as they pertain to your web visitors. People are researching and making their opinions felt through their actions on the web, so you can gain a lot of marketing insight by looking closely at what is going on electronically.

You'll also want to do your due diligence within your industry. When looking at comparable businesses (and their data), find a close match. For comparative purposes, consider:

1. Companies of relative size

2. Companies serving the same geographic area, which could be global if you are planning to be a web-based business

3. Companies with a similar ownership structure. If your business has two partners, look for businesses run by a couple of partners rather than an advisory board of 12.

4. Companies that are relatively new. While you can learn from long-standing businesses, they may be successful today because of their 25-year business history and reputation.

You'll want to use the data you've gathered not only to determine how much business you could possibly do but also to figure out how you'll fit into and adapt to the marketplace.

Follow these steps to spending your market research dollars wisely:

1. Determine what you need to know about your market. The more focused the research, the more valuable it will be.

2. Prioritize the results of the first step. You can’t research everything, so concentrate on the information that will give you the best (or quickest) payback.

3. Review less-expensive research alternatives. Small Business Development Centers and the Small Business Administration can help you develop customer surveys. Your trade association will have good secondary research. Be creative.

4. Estimate the cost of performing the research yourself. Keep in mind that with the internet you should not have to spend a ton of money. If you’re considering hiring a consultant or a researcher, remember this is your dream, these are your goals, and this is your business. Don’t pay for what you don’t need.

Source: This article was published entrepreneur.com

Categorized in Market Research

In the early years of the 20th Century, US carmakers had it good. As quickly as they could manufacture cars, people bought them.

By 1914, that was changing. In higher price brackets especially, purchasers and dealerships were becoming choosier. One commentator warned that the retailer "could no longer sell what his own judgement dictated". Instead, "he must sell what the consumer wanted".

That commentator was Charles Coolidge Parlin, widely recognised as the world's first professional market researcher and, indeed, the man who invented the very idea of market research.

A century later, the market research profession is huge: in the United States alone, it employs about 500,000 people.


Programme image for 50 Things That Made the Modern Economy

50 Things That Made the Modern Economy highlights the inventions, ideas and innovations that helped create the economic world.

It is broadcast on the BBC World Service. You can find more information about the programme's sources and listen online or subscribe to the programme podcast.

Parlin was tasked with taking the pulse of the US automobile market. He travelled tens of thousands of miles, and interviewed hundreds of car dealers.

After months of work, he presented his employer with what he modestly described as "2,500 typewritten sheets, charts, maps, statistics, tables etc".

Better adverts?

You might wonder which carmaker employed Parlin to conduct this research. Was it, perhaps, Henry Ford, who at the time was busy gaining an edge on his rivals with another innovation - the assembly line?

But no: Ford didn't have a market research department to gauge what customers wanted.

Perhaps that's no surprise. Henry Ford is widely supposed to have quipped that people could have a Model T in "any colour they like, as long as it's black".

In fact, no carmakers employed market researchers.

Charles Parlin
Image captionCharles Parlin was charged with investigating markets to facilitate more effective advertising

Parlin had been hired by a magazine publisher.

The Curtis Publishing Company was responsible for some of the most widely read periodicals of the time: the Saturday Evening Post, The Ladies' Home Journal, The Country Gentleman.

The magazines depended on advertising revenue.

The company's founder thought he'd be able to sell more advertising space if advertising were perceived as more effective, and wondered if researching markets might make it possible to devise better adverts.

'Constructive service'

In 1911, he set up a new division of his company to explore this vaguely conceived idea, headed by Charles Parlin. It wasn't an obvious career move for a 39-year-old high school principal from Wisconsin - but then, being the world's first market researcher wouldn't have been an obvious career move for anyone.

Parlin started by immersing himself in agricultural machinery, then tackled department stores. Not everyone saw value in his activities, at first.

The crowded street outside Selfridges Store in Oxford Street, London, on its opening day, 15 March 1909
Image captionDepartment stores such as Selfridges also had a massive influence on the way people shopped

Even as he introduced his pamphlet The Merchandising of Automobiles: An Address to Retailers, he still felt the need to include a diffident justification of his job's existence.

He hoped to be "of constructive service to the industry as a whole," he wrote, explaining that carmakers spent heavily on advertising, and his employers wanted to "ascertain whether this important source of business was one which would continue". They needn't have worried.

'Consumer-led' approach

The invention of market research marks an early step in a broader shift from a "producer-led" to "consumer-led" approach to business - from making something then trying to persuade people to buy it, to trying to find out what people might buy, and then making it.

The producer-led mindset is exemplified by Henry Ford's "any colour, as long as it's black".

From 1914 to 1926, only black Model Ts rolled off Ford's production line: it was simpler to assemble cars of a single colour, and black paint was cheap and durable.

Henry Ford with one of his Model T cars, pictured in the 1930s
Image captionHenry Ford famously began by selling one type of car available in one colour

All that remained was to persuade customers that what they really wanted was a black Model T. To be fair, Ford excelled at this.

Few companies today would simply produce what's convenient, then hope to sell it.

A panoply of market research techniques helps determine what might sell: surveys, focus groups, beta testing. If metallic paint and go-faster stripes will sell more cars, that's what will get made.

Where Parlin led, others eventually followed.

By the late 1910s, not long after Parlin's report on automobiles, companies had started setting up their own market research departments. Over the next decade, US advertising budgets almost doubled.

George Gallup
Image captionGeorge Gallup pioneered opinion polls in the 1930s

Approaches to market research became more scientific. In the 1930s, George Gallup pioneered opinion polls. The first focus group was conducted in 1941 by an academic sociologist, Robert K Merton.

He later wished he could have patented the idea and collected royalties.

But systematically investigating consumer preferences was only part of the story. Marketers also realised it was possible systematically to change them.

Robert K Merton coined a phrase to describe the kind of successful, cool or savvy individual who routinely features in marketing campaigns: the "role model".

Manufacturing desire

The nature of advertising was changing: no longer merely providing information, but trying to manufacture desire.

Sigmund Freud's nephew Edward Bernays pioneered the fields of public relations and propaganda.

In 1929, he helped the American Tobacco Company to persuade women that smoking in public was an act of female liberation. Cigarettes, he said, were "torches of freedom".

An advert for Lucky Strike cigarettes
Image captionAdverts began to portray smoking and smokers as liberated and modern

Today, attempts to discern and direct public preferences shape every corner of the economy.

Any viral marketer will tell you that creating buzz remains more of an art than a science, but with ever more data available, investigations of consumer psychology can get ever more detailed.

Where Ford offered cars in a single shade of black, Google famously tested the effect on click-through rates of 41 slightly different shades of blue.

Google's logo
Image captionGoogle carried out exhaustive tests on which precise shade of blue performed best

Should we worry about the reach and sophistication of corporate efforts to probe and manipulate our consumer psyches?

The evolutionary psychologist Geoffrey Miller takes a more optimistic view.

"Like chivalrous lovers," Miller writes, "the best marketing-oriented companies help us discover desires we never knew we had, and ways of fulfilling them we never imagined." Perhaps.

Conspicuous consumption

Miller sees humans showing off through our consumer purchases much as peacocks impress peahens with their tails.

Such ideas hark back to an economist and sociologist named Thorstein Veblen, who invented the concept of conspicuous consumption back in 1899.

Charles Coolidge Parlin had read his Veblen. He understood the signalling power of consumer purchases.

"The pleasure car," he wrote in his address to retailers, "is the travelling representative of a man's taste or refinement."

"A dilapidated pleasure car," he added, "like a decrepit horse, advertises that the driver is lacking in funds, or lacking in pride."

What should be the 51st Thing?

The number 51

Tim Harford has discussed 50 things that have made the modern economy. Help choose the 51st by voting for one of these listener suggestions:

  • The credit card
  • Glass
  • Global Positioning System (GPS)
  • Irrigation
  • The pencil
  • The spreadsheet

You can vote on the 50 Things That Made the Modern Economy programme website. Voting closes at 12:00 GMT on Friday 6 October, and the winning 51st thing will be announced in a podcast on 28 October.

In other words, perhaps not someone you should trust as a business associate - or a husband.

Signalling these days is much more complex than merely displaying wealth: we might choose a Prius if we want to display our green credentials, or a Volvo if we want to be seen as safety-conscious.

These signals carry meaning only because brands have spent decades consciously trying to understand and respond to consumer desires - and to shape them.

By contrast with today's adverts, those of 1914 were delightfully unsophisticated.

The tagline of one, for a Model T, said: "Buy it because it's a better car." Isn't that advertisement, in its own way, perfect? But it couldn't last.

Charles Coolidge Parlin was in the process of ushering us towards a very different world.

Source: This article was published bbc.com By Tim Harford

Categorized in Market Research
Social networks now rival search engines as an effective online marketing and advertising channel, gaining a significant market share and raking in huge revenues in Việt Nam and elsewhere.— Photo vietnamnet.vn

HÀ NỘI — Social networks now rival search engines as an effective online marketing and advertising channel, gaining a significant market share and raking in huge revenues in Việt Nam and elsewhere.

A report on domestic eBusiness Index prepared by the Vietnam Ecommerce Association (VECOM), says that in 2016, 34 per cent of domestic businesses advertised on social media, six per cent higher than in 2015.

In fact, social media has surpassed search engines to become the most favoured online means of advertisement, employed by 47 per cent of total domestic businesses, with search engines coming in second at 41 per cent, the report says.

Because it is economical and effective, social network marketing has been growing at a rapid pace with both large corporations, small and medium enterprises and individual sellers using it to good effect.

Trần Trọng Tuyến, VECOM General Secretary, said that around 70 per cent of individual retailers in Việt Nam run their own advertisements on their Facebook page instead of relying on tools such as Google Adwords. It is estimated that this segment saw revenue growth of around 10 per cent in 2016.

Social media advertisement is now seen as a reliable and effective tool, with about 46 per cent of businesses reporting to have successfully reached their desired demographic, compared to the 44 per cent on search engines in Việt Nam.

“The online marketing field has immense potential for growth, without relying on one particular channel,” said Tuyến.

Presently, 38 per cent of domestic firms use their own website as their main sales platform while 34 per cent rely on social networks.

Experts estimate that in 2017, Vietnamese businesses will spend around US$1.5 billion on advertising, 16 per cent of which will go to online marketing channels.

“With more than 47 million Internet users and more than 29 million smartphone users, Việt Nam is among the countries with the largest online connections in the region. So online marketing through social networks is an inevitable trend, led by global technological developments,” said Đặng Tiền Phương, Ford Vietnam’s Head of Marketing.

Yet, in this fast growing market of online advertising, only a handful of Vietnamese marketing firms have managed to gain a foothold.

At present, household names like Facebook and Google dominate the online marketing scene in Việt Nam, with the majority of advertising fees paid by domestic firms flowing to these companies despite several recent controversies.

The report also mentions several downsides to the emerging trend.

The State Bank of Viet Nam is working with the Ministry of Finance and General Department of Taxation on stopping tax fraud and illegal transactions via social media, to help the Ministry of Information and Communications (MIC) manage this lucrative sales medium, said Lê Quang Tự Do, Deputy Head of the MIC.

In the domestic advertising market, social networks and search engines are followed by email at 36 per cent, online newspapers at 34 per cent, and printed newspapers at 20 per cent. Television lags far behind at around 10 to 13 per cent. — VNS

Source : vietnamnews.vn

In the not-so-distant past, market research was a tedious, expensive and distinctively complex manual process. Moreover, the final data collected could prove to be dubious if inappropriate techniques were applied.

With the advent of the Internet, traditional limitations to market research have been substantially reduced. In addition, the possibilities for better quality research through online market research continue to grow by the day. Formidable hurdles to traditional market research such as high costs, heavy workloads, and protracted timelines no longer exist, thanks to online market research.

You can conduct easy and convenient primary and secondary market research through the Internet. Primary research involves collection of original data while secondary research involves collecting and analyzing existing data.

Generally, primary research requires more in terms of cost and time, but it provides information that is more specific to your research needs than the information available through secondary sources. Primary research methods include instant communities, online polls and surveys, online focus groups and social media. Secondary research methods include public records, keyword research, and reading of blogs.

Primary Online Research Methods

Instant Community

The Internet’s ability to provide information immediately has instilled a sense of urgency in the way it serves our needs, and online market research is no exception. An instant community provides very quick consumer feedback, reducing the time needed for research from weeks or months to just a few days.

Tip: You can kick off your instant community research by contacting people on your mailing list if you have one. Additionally, you can rely on existing chat forums related to your product or create a forum for a particular market research project.

Online Polls and Surveys

With polls and surveys, you can structure your research more effectively and collect specific information needed in your marketing campaign. Polls and surveys collect information that is more reliable as it explores several aspects relevant to your market research.

However, the use of online surveys may be a little more expensive than most online marketing techniques as you will have to pay $0.10 per response (at least for Google’s consumer survey tools).

Tip: Polls and surveys are very effective where quantitative primary data is required. Also, be careful to keep them simple, as most online users may not have the attention span to answer lengthy or time-consuming questions.

Social Media

Social media sites such as Twitter and Facebook have proven useful as online market research channels. Researchers can gain access to useful information about their products in a very short amount of time.

Tip: You can even focus your research on a particular social group to achieve better quality research results. Twitter and Google+ already provide the ability to create targeted lists for your market research.

Online Focus Groups

With online focus groups, pre-selected candidates take part in a discussion that is crafted around a series of research questions. The participants in this kind of research interact with each other to offer important insights into the product or service. The focus groups can be chat-based or even video and audio-based.

Tip: You should take into consideration the Internet speeds of the participants, ensuring that for video and audio online focus groups, high-speed Internet connections are available. Additionally, where a certain degree of anonymity may be necessary for the participants due to the sensitivity of the topic under discussion, chat-based focus groups may be more appropriate.

Secondary Online Research Methods

Keyword Research

Keyword research allows you to tap into information about how people look for your products or services on the Internet. This research method can help you determine product and service niches that you might venture into in the future.

Tip: Keyword research is a good way to evaluate the nature of competition you face. Sites such as Wordtracker and Keyword Discovery are great for this kind of online research.

Public Records

Information that’s publicly available can offer great ideas on what direction to take in your online market research. Several sites can provide you with quantitative data that might prove to be highly relevant to your research.

Tip: Demographic data can be obtained from government sites, which offer free information. You can also do specific searches for your targeted geographical location, e.g. https://data.qld.gov.au/, gives you access to government data for the Queensland area of Australia.

Reading Blogs

Besides government records, you can also conduct your online research using blogs. Reading blogs can be a good way to determine how your target market is likely to respond to the products or services you are offering.

Tip: Do not underestimate the importance of blogs as a source of market research information. Blogs often have loads of consumer feedback, and their content is more current as they are generally more active than other sites.

Final Word

Conducting effective online market research might require that you explore a number of research techniques. Fortunately, whether primary or secondary, online market research can offer timely and effective feedback on how your target market feels about your products and/or services. Luckily, unlike traditional market research, online market research allows you to spend less while also getting better high quality information on an accelerated timeframe.

Author : Alex Pejak

Source : http://www.business2community.com/marketing/8-tips-conducting-effective-market-research-online-01005178#21ZvZIoFRgdpeiU2.97

Categorized in Market Research

A variety of techniques from online chats to video logs can reveal how people feel about your product or service and how you can improve it to make more money.

Visualize. Just as you head off to work you get a text message asking if you've had a cup of coffee. You reply "no." About 20 minutes later you receive another text asking "did you have your coffee yet?" You reply "yes" this time. Now you receive a series of texts about when and where did you buy the coffee—a corner store Starbucks or company cafeteria. What brand or flavor did you choose—regular or Hazelnut? Why did you choose it? How do you feel now that you've had that first cup? Will you have had a second or third cup come lunchtime? Later in the week when you're at the local grocer, you take out your cell phone to take a picture of the one pound of ground French Roast coffee you just purchased so you can post it online. 

Welcome to the brave new world of qualitative research where companies can catch or capture their customers' behaviors in the moment using modern technology. It could be a single person doing online journaling or a video log about a product or issue, a moderator directing conversations in an online chat room, or webcam gathering of people in Hollywood Squares game show-like fashion. 

It's a different spin on the traditional focus group. Social media is playing a bigger role. "We are even monitoring whole online communities; we have a targeted representative find out what selected individuals are saying in their social networks," says Peg Moulton-Abbott, a certified professional research consultant and principal of Newfound Insights, a Virginia Beach-based market research firm. Such tech-oriented research is generally skewed towards a younger twenty-something demographic. But more importantly it speaks to how market researchers are sprouting new methods of qualitative study as an outgrowth of old techniques. 

Comparatively speaking, fifty years ago qualitative research was done in a big city like New York or Washington, DC with focus groups conducted inside women's homes, notes Moulton-Abbott. A one-way mirror was installed and adverting guys would be on the receiving end, she explains. The homemaker would host the meeting with a group of women who would talk about soap or some other consumer product. 

According to the Qualitative Research Consultants Association, qualitative research can help business owners identify customer needs, clarify marketing messages, generate ideas for improvements of a product, extend a line or brand, and/or gain perspective on how a product fits into a customer's lifestyle. 

Any size and type of business can benefit from qualitative market research, says Moulton-Abbott. However, "my job is not to make a sales pitch for your product; my job is to find out how people feel about your product and what you can do to improve it so that you wind up making more money selling it," she adds. 

Qualitative research can help entrepreneurs to understand their customers' or clients' feelings, values, and perceptions of a particular product or service. Once you know the reason "why" people react a certain way or make certain decisions, you can use that feedback to help build your sales and marketing plan, says Moulton-Abbott.

The design and implementation of qualitative research will depend on your particular situation, says Robert E. Stake, PhD, author of Qualitative Research: Studying How Things Work and director for the center of instructional research as the University of Illinois. "The means are different in different situations. It's what you are interested in that defines qualitative research," he adds. "It isn't the style of data gathering, it is whether or not you are interested in the experiences of your customers or clients." 

Business owners won't have to wrack their brains over how to conduct the nitty-gritty aspects of market research if a professional is hired. But here are some general guidelines and what to expect on how qualitative research is handled.

How to Conduct Qualitative Market Research: Determine What You Want to Study

Do you want to investigate a current or potential product, service or brand positioning? Do your want to identify strengths and weaknesses in products? Understand purchasing decisions? Study reactions to advertising or marketing campaigns? Assess the usability of a website or other interactive services? Understand perceptions about the company, brand and product? Explore reactions to packaging and design? 

Qualitative (qual) research is usually contrasted against Quantitative (quant) research. Quant asks closed-ended questions that can be answered finitely by either "yes" or "no," true or false or multiple choice with an option for "other." It is used to collect numerical data, employing such techniques as surveys. Whereas, qual asks open-ended questions that are phrased in such a way that invite people to tell their stories in their own words. Methods used to collect data include field observations, personal interviews and group discussions.

The job of a qual researcher is to design and deliver data that drives results

How to Conduct Qualitative Market Research: Understand What Methodology will be Used

Typically qual researchers don't use experimental methods such as field trials or test markets, Stake maintains. "Not many use really highly-developed psychometric (e.g., personality or psychological tests) or econometric (e.g., economic statistics) indicators." Qual researchers generally rely on methodologies rooted in ethnography (e.g. field or participant observation) and phenomenology (e.g., understanding life experiences using written or recorded narratives). Market researchers partner with professional recruiters to identify and screen qualifying customers or consumers who in turn receive an honorarium for their participation in the study.

You should rely on a market research firm to choose the best fit for you based on: what is it that you need to learn and who is your target audience demographically, where they are geographically, and what are their lifestyle behaviors or time constraints, says Kristin Schwitzer, president of Beacon Research, a qual firm that specializes in innovative online methods, based in Annapolis, Maryland. 

Conducting qualitative research is about asking the right people the right questions in the right format, says Hannah Baker Hitzhusen, vice president of qualitative research at CMI, a market research firm in Atlanta. What qual researchers do is very much on the front end, it is discovery or exploratory work. "For a qual study, we generally do a discussion guide to make sure we cover certain topics or issues," says Hitzhusen. Qual is generally used for small sample groups, because, "you want to spend a lot of time with the participants, maybe 90 to 120 minutes. Quant usually uses a larger sample size of people and a smaller amount of time, 15 to 30 minutes (for someone to fill out a questionnaire)," she explains. 

How to Conduct Qualitative Market Research: Explore Various Means to Collect Data 


  • Observation - Direct observation can involve a researcher watching subjects and taking notes in the background which could be from behind a one-way mirror or video camera recording the happenings. With participant observation, the researcher is actually part of the situation being studied as with a moderated focus group or one-on-one interviews. 
  • Focus Groups - This technique is good if you need a range of opinions, says Hitzhusen. In general, you want to get reactions from eight to 10 people. But you don't have to have the traditional group of people closed in a room. You can do a webcam or online bulletin board focus group, in which consumers participate in an asynchronous group discussion over the duration of three to four days. Participants answer questions from the moderator and respond to images or video on their computer screen.
  • Subject Interviews - There are times when you want to talk with subjects or participants either over the telephone or face- to-face, says Moulton-Abbott. Such as if you want them to sample a product or if it is an emotional or sensitive issue, such as taking care of elderly parents with dementia or using personal hygiene products. 
  • Hybrid Studies - This is a blend of qual and quant market research. So, you get some important metrics as well as the why's behind the numbers through narrative, photo collection, and other exercises, says Schwitzer.
  • Moulton-Abbott says for example, you may have a couple hundred people come into a big meeting hall. Using a handheld dialer participants respond to a survey that is projected on a screen. Afterwards, you host a town hall session to debrief the group and to find out what they think. From there, you separate the respondents into smaller focus groups based on demographics, their responses and other parameters. At the end of day you can say we spoke to 700 people today and this is what they said they like or don't like and this is how they feel about your product or service. 
  • Online tools - The online piece is an outgrowth of in-person observation. "We can use tools such as their cell phones, iphone video cameras, digital cameras, and we can have them in the moment record what is happening in their world," says Schwitzer. Whether it is how they use a product or interact from a service standpoint."  

For example, Schwitzer conducted a study on how teenage boys were spending their money over a course of a week. They took pictures of everything that they bought and texted it in. They then created an online blog to be probed as the second phase of the study. "Online tools allow us to get even deeper into the subjects' lives and to see what is happening to them from an experiential level. We can be with them at crazy hours of the day now or during more private moments."

How to Conduct Qualitative Market Research: Analyze the Collected Data

A qualitative study may take one day or three weeks for the data collection and up to six weeks in total for the final report generation and turnaround solutions. Researchers will look at the collected data to come up with theories and answers to your questions or concerns. Generally, researchers will use coding to identify themes, patterns and ideas. They may also incorporate some statistics that describe what the data is showing along with narrative analysis that focuses on grammar, word usage, and underlying messages.

How to Conduct Qualitative Market Research: Review Report and Recommendations 

Finally, a researcher will generate a report featuring actionable recommendations. It doesn't have to be just a written document; it may be a video report or slideshow. As the saying goes a picture paints a thousand words; visual reports are more effective than simply words on a paper. Of course, you need to be aware upfront what the cash outlay will be for such extensive feedback. 

How to Conduct Qualitative Market Research: A Heads Up

Don't expect to pay under $10,000 for basic qualitative research, cautions experts. There are cost associate with the recruiters, facilities, moderators and reporting. It you have a small or tight budget consider working with a university such as Chicago's Northwestern, Atlanta's Emory Goizueta, or the University of Maryland, suggests Moulton-Abbott. Many of the top business schools have marketing research programs. 

To find a reputable market research firm, check out trade associations, including directories from The Marketing Research Association, which publishes the Blue Book, and the New York American Marketing Association, which puts out the Green Book. Also, the QRCA has a search tool for locating market research firms geographically.  
Choose a firm that is knowledgeable about your industry and be sure to get a couple of proposals and competitive price offers.

Author : Carolyn M. Brown


Categorized in Market Research

Consumers do not always say what they mean, which is giving rise to new forms of market research based on emotional reactions.

As traditional methods of market research go into decline, what are the strengths and weaknesses of newer techniques that track real-time emotional responses and get behind the psychology of the consumer decision-making process?

The value of the data analytics market has grown by more than 350% over the past four years and has been a major contributor to the size and effectiveness of the UK research sector, according to a recent study commissioned by the Market Research Society and carried out by PwC.

The importance of qualitative research has also risen dramatically, as the report states that brands are increasingly looking to clarify the ‘why’ behind raw data and numbers.

The growth of these markets, along with new technologies such as neuroscience and behavioural economics, has come at the cost of the more traditional research methods, the report suggests, with the use of traditional surveys and particularly telephone surveys “declining at a rapid rate”.

But what do these emerging technologies, which track consumers’ emotions and reveal their involuntary reactions, offer brands and what challenges come with the benefits?

“The drive for understanding [motivations of behaviour] has been critical to the growth of qualitative research in the past two to three years,” says Jane Frost, CEO at the Market Research Society (MRS)

She explains that for a long time “research has recognised emotion as a key driver of behaviours”, but that the challenge has always been from the side of marketing that “quite rightly” needs the numbers. Frost adds: “Numbers need context and they only tell you what people do and not why they are doing it.”

“Numbers need context and they only tell you what people do and not why they are doing it.”

Jane Frost, CEO, MRS

Understanding what brand creative works was a contributing factor in Apple acquiring facial recognition company Emotient earlier this year, as the technology allows brands to measure at scale how emotionally engaged customers are with ads and develop marketing accordingly.

Fuelling growth

Chilled ready meals brand Rustlers, owned by Kepak Convenience Foods, sells more than four packs per second in the UK but enlisted the help of research startup TransgressiveX – one of Marketing Week’s 100 Disruptive Brands – to fuel its growth strategy.

Rustlers used TransgressiveX’s research survey, which measures the effect of a brand at each point in the purchase process, scientifically based on psychological responses of consumers, to reveal new marketing potential in the early stages of the consumer journey. The survey employs ‘System 1’ data – looking at automatic, fast and often unconscious responses – alongside algorithms to uncover competitive advantage.

According to Adrian Lawlor, marketing and business development director at Kepak Convenience Foods, an initial brand health survey allowed the company to identify a perception problem among new customers in the early stage of the customer journey.

“The clarity of the insight that comes from that is the defining factor that has helped us get under the skin of our brand,” he says. “When we look at the early stages of the journey, there are issues of perceived product performance – but now we can look at the kind of messaging we need to create to convert those that haven’t come into the brand.”

Rustlers has since used the research method to develop new advertising, packaging and spur product development, resulting in a new TV campaign, which is due to air in November followed by new packaging and products in spring 2017. “The model again is quite efficient and we have been using [these techniques] to test and optimise creative development on each of [these areas],” adds Lawlor.

“[Brand equity is a concept that exists] in a very complex environment, shareholder integrity, supply chain transparency and social media interactions, and above the line advertising and pricing,” says CEO of TransgressiveX and consumer psychologist Nadim Sadek, a former global CEO of Millward Brown’s qualitative network. “All of these add up to an exchange with consumers; a brand has to manage all that and it’s incredibly hard to get your head around.”

He adds: “Insight and research serves no purpose other than to help marketing be better.”

Lawlor agrees and says: “Presenting what is complex stuff in a clear way is important for getting the wider business engaged with it.”

Measuring brain responses

Channel 4 SuperhumansScenes of competition delivered strong emotional intensity for Channel 4’s ‘Superhumans’ campaign

Emotion tracking can also be used for post-analysis research, which is what a study by Neuro-Insight looking at Paralympics ads from Paralympics GB, Channel 4 and Samsung aimed to do.

The study analysed second-by-second electrical responses of the brain to understand how viewers responded to ads. Key measures included: how engaged a person was by an ad, or how personally relevant it was to them; what aspects of the ad were being stored into their long-term memory; and the extent to which they were emotionally energised by an ad.

The results show that in Channel 4’s ‘Superhumans’ campaign, the mix of athletes competing, interspersed with footage of disabled musicians and people doing daily things in their own way, made the ad relatable.

In Samsung’s ‘School of Rio’, there was a stronger engagement with scenes of the athletes either taking part in sporting activity or exchanging jokes with comedian and brand ambassador Jack Whitehall, than there was with scenes where they give factual information.

In ‘Supercharge’ from Paralympics GB, scenes of competition delivered a strong emotional intensity throughout, which was bolstered by the sound of cheering from the crowd during the ad.

The key driver of a positive response in all three ads comes when there is a clear indication that Paralympic athletes are in a position of strength.

Analysing adverts after they air is, in this example, key to understanding how to portray disability and diversity in a way that drives a positive, or desired, emotional response.

Trust in data use

Concern over the use of data by companies is already an issue for brands looking to analyse that data to improve marketing and it can be argued that gathering emotional data would create a bigger concern.

“There is an issue of transparency and trust,” says Frost. “We already know that consumers are much less trusting than they used to be and data is increasingly an area that worries them – [emotion tracking] would go further than written data in concern.

“Emotional stimulation and behaviour change has to be one of those things where any ethical marketer or researcher needs to be very careful,” she warns. These concerns are centred on applications that could manipulate emotion. The worry is over how companies can ensure they are not making an angry person angrier or a depressed person even more depressed.

Frost would like the “greatest range of possibility available to market researchers and marketers” but also wants to be clear that if marketers do it well from the outset, they will get permission to go on doing it. “If you don’t take a considered approach, then someone will come and ban [it],” she warns.

Why emotion is linked to brand loyalty

Brand loyalty is the holy grail for many companies but instead of looking at the numbers, such as traffic driven by an email or social media post or the number of people redeeming a voucher, loyalty can be linked to simply asking how a customer feels.

Organisations need to understand the intuitions that drive customers’ behaviour at an emotional, subconscious and psychological level, according to Colin Shaw, co-author of ‘The Intuitive Customer: 7 imperatives for moving your customer experience to the next level’.

“Customers are human beings and therefore understanding how a human being works is important from a brand perspective. Most organisations tend to focus on the rational side of an experience.”

Colin Shaw, author

“Customers are human beings and therefore understanding how a human being works is important from a brand perspective. Most organisations tend to focus on the rational side of an experience,” says Shaw.

He adds: “Clearly, humans are more complicated and we know that over 50% of experience is based on how a customer feels. It’s surprising how many brands don’t do research on how customers feel about them. That’s not just feeling good or bad but [as a consumer] am I feeling trust, am I feeling cared for and valued?”

Shaw believes the biggest and “most profound area” of work in this sector is by Professor Daniel Kahneman, who won a Nobel prize for behavioural economics, and says loyalty is a function of memory. So if consumers did not remember, they would not be able to be loyal because every experience of a brand would be new.

“Understanding how [loyalty] is formed becomes critical in designing experience. Kahneman argues that what people remember in an experience is the peak emotion they felt and the end emotion and those form a memory.”

Understanding how memories are formed when customers have contact with a brand is therefore key. Shaw advises brands to track the peak emotion and the end emotion “because people don’t choose between experience, they choose between the memory of an experience”. Therefore knowing what emotions get a response can build on perception and loyalty.

Consumers’ emotional reactions to brands, advertising and experiences may sound like an esoteric topic, but tracking these could ultimately be a more reliable method for understanding the motivators of behaviour than asking people to explain them.

Sponsored viewpoint

Gawain Morrison, CEO and co-founder of emotional marketing and tech consultancy, Sensum

Brands and agencies have instinctively known for some time that if you can appeal to a person’s emotions, you have a better chance of not only being able to sell a product or create great experiences, but also shaping brand loyalty. But now science is helping to prove and make more of this.

Instead of relying exclusively on traditional market research methods based on conscious questioning and surveys, which only provide a singular point of view, new research tools that weave in biometric responses allow us to build a 360-degree real-time view of the consumer’s emotional journey.

By using wearable devices we can measure evidence streams from sensors recording the way stimuli affect our non-conscious physiological reactions, such as pupil dilation, eye-tracking, facial expressions, skin-sweat and heart rate levels, all of which are indicators of an emotional response.

There is a much richer palette and deeper insight to be gleaned from this data, giving those using it a better understanding of what drives people to make decisions in context and therefore a deeper storytelling capability. And as any psychologist or neuroscientist will tell you, context is the key to gauging emotions accurately.

As with all research, there’s no one-size-fits all approach. There are circumstances where facial coding tools or heart rate and skin conduction aren’t going to be useful but in other ways they will. Success comes down to good experimental design and considering the use of these insights throughout the creative process, rather than as a tick-box exercise at the end. When used correctly, emotional research can actually aid and focus the creative process.

This year has marked a step-change in how this way of working is viewed. We’re starting to see more forward-thinking brands and agencies embrace it within their everyday methods. Some are using it to identify “white space” on which to build campaigns, while others are using it to pinpoint finer details – like whether an image provokes a more positive response on the left- or right-hand side of the page.

However, there’s still a lot of education that needs to happen before the entire industry feels comfortable with this. But given we’re in a commercial world where the ability to build a truly personalised relationship with consumers is the marker of survival, time isn’t on anyone’s side.

Author : Mindi Chahal

Source : https://www.marketingweek.com/2016/10/12/why-emotional-reactions-are-a-key-driver-of-behaviour/

Categorized in Market Research

In decades past, entrepreneurs didn’t have nearly as much access to data and information. Yet, that didn’t seem to stop them from doing market research. They would pore over whatever information they had and tirelessly seek out more.

The roles seem to be reversed today. There’s more information circulating around the internet than ever before, yet it seems like fewer entrepreneurs are taking the time to determine market viability prior to launching startups.

Market research matters

Launching and growing a successful business can ultimately be simplified down to two key components. First, you need a valuable product or service that satisfies a pain point or provides significant entertainment value. Second, you need a target group of customers who want to purchase what you’re selling. Some entrepreneurs do well with the first part of the equation, but then fail to consider the second. They just assume that this target market exists and don’t do much investigative work. Unfortunately, this can be a costly mistake.

“The gathering of data, information and facts toward the advancement of knowledge that can assist with decision-making is essential to all organizations,” says Arbour Group. A failure to gather data at any stage of a business – especially when just starting out – can be dangerous.

The good news is that it’s easier than ever to conduct basic-level market research. The internet has opened up a wealth of opportunities for entrepreneurs and you would be wise to take advantage of them. Here are a few ways you can get started:

1. Perform simple Google searches

Sometimes, all it takes is a few simple Google searches to begin your market research. You can find out a lot about potential competitors, palpable pain points, market size, and existing solutions with a few swift strokes of the keyboard.

Will you find out everything you need to know about your target market by using a search engine? Probably not; however, it’s a fantastic place to start. You can gather just enough information to move into the next phase of research – which will likely be a more formal phase.

2. Use social media

Social media is one of the easier and more effective avenues for collecting information from customers. You can use it to gain firsthand feedback from individuals without having to set up formal focus groups or expensive studies.

“It is important to be open-minded and adaptable when conducting market analysis as some of the feedback you hear may not be exactly what you were expecting and hoping for,” entrepreneur Shawn O’Conner mentions. “You may feel attached to your business idea and wish to change nothing about it, but after conducting a survey maybe you find that customers are looking for a slightly different service or additional features.”

3. Partner with outside sources

It’s possible that you’re unable to gather enough market research on your own. This is often the case when launching a totally unique product that the market has never seen before. In these situations, don’t be afraid of partnering with outside sources that specialize in market research. It’ll cost you, but it’s better to spend some money up front than to waste money down the road as a result of selling a product to a market that doesn’t exist.

Make market research a focal point

Market research isn’t something you can gloss over. It’s one of the cornerstones of a successful brand and can mean the difference between launching a product that doesn’t sell and generating millions of dollars in revenue. There are obviously other pieces that play a part, but it all begins with an accurate and comprehensive understanding of your audience.

Author : Anna Johansson

Source : http://ventureburn.com/2017/01/is-market-research-a-lost-art-for-entrepreneurs/

Categorized in Market Research

Competitive analysis can be helpful, but columnist Dianna Huff explains why it's important not to get too focused on your competitors' performance.

Website traffic is one of those metrics small business owners use to determine if their website is “working” — along with the number of inquiries, leads or sales they get from it. Traffic is also a metric that gets a lot of hype; you can find millions of articles explaining how to increase website traffic.

In addition to looking at your own traffic, you can use tools that tell you how much traffic your competitors are getting. When small business owners see this information, they get concerned because generally, the traffic numbers are sometimes very high — or at least higher than what they’re getting.

As one business owner said, when an agency presented competitor traffic data to him, “All I could think, when I saw the data, was, ‘They’re eating our lunch’ in terms of sales.”

As I explained to him, however, these tools don’t tell you the full story. They don’t tell you, for example, whether the traffic is the right kind of traffic or if the traffic is resulting in inquiries. And, they certainly don’t tell you if the business is meeting its sales and marketing KPIs.

Not all traffic is created equal

Back around 2003 or 2004, Nickelodeon, the TV network, created this ingenious marketing campaign for the animated show, “Jimmy Neutron Boy Genius” (which my then 6-year old son watched faithfully).

The marketing campaign, which reached kids through the TV show, told them to look for special game codes on product packaging. These codes could then be used in the games featured on the show’s website. Then each week, players’ activities would be featured on the TV show.

I found this campaign, and my son’s active participation with it, so remarkable, I wrote an article about it for my newsletter and then posted the article to my website.

Although this was back in the day before social media, blogs and so on, traffic to my website skyrocketed within a couple of weeks. Why? That article was showing up in searches for “Jimmy Neutron game codes.” For a couple of months, I watched this traffic pour in — but ultimately, I made the decision to take the article down.

Why? This was back in the day before Google’s “Not Set / Not Provided,” so I could see exactly which search queries were driving traffic to my site. The search phrase “Jimmy Neutron game codes” didn’t exactly align with the keywords used by people looking for a B2B marketing consultant.

I can list lots of other examples like this, but I think you get the picture. High traffic doesn’t necessarily mean the right kind of traffic.

High traffic doesn’t always translate into inquiries

Last year, my company conducted a website and marketing audit for a small business owner concerned about the lack of inquiries. Traffic to the website was healthy — over 9,800 sessions a month — because the company was very diligent about creating content.

One of the problems, however, was that 65 percent of the traffic was due to blog posts, and of the hundreds of posts created over the years, four were responsible for 36 percent of overall traffic. While these posts were related to the service offerings of the business, they were also the type of “how to” post where a person could use the information without taking any further action with the company.

Hence, the content wasn’t helping with real inquiries — except the occasional newsletter subscription.

I’ve seen this happen over and over again with small business websites — and even with the Huff Industrial Marketing (my company) website, too. One year, for example, I wrote a blog post listing over 50 ways to drive traffic to a website. That post was picked up by numerous SEO practitioners and marketers, and over time, it became the number one traffic generator to the website — accounting for over 50 percent of traffic.

The problem, however, was it didn’t result in one inquiry, and all that non-targeted traffic was skewing the data in Analytics. We finally deleted it in early 2016, and at the same time, began creating content more in line with our client base. Yep, we took a huge hit initially, but it was the right decision. Traffic is up again — as are inquiries.

You have no idea what your competitors’ marketing strategy and business goals are

Because we provide marketing strategy for our small industrial manufacturing clients, we’re often privy to their business plans. These plans typically have a main objective: to grow the business to X number of dollars in five or seven years. To reach this objective, the plan will list various things the company will do: improve quality, enter a new market, introduce new products, replace antiquated equipment with automation and so on.

Thus, we base recommended marketing strategies on our clients’ business goals.

When you run reports using the tools available and then see your competitors and their (higher than yours) traffic numbers, what you’re viewing is data that is absolutely meaningless. Unless you have the company’s business and marketing strategy in front of you, you have no idea what the company’s KPIs or targets are, or if the traffic is meeting them or not.

And, since this data lacks context, basing your marketing strategy on it is a sure recipe for marketing disaster.

In conclusion…

Viewing metrics about your competitors’ website traffic shouldn’t be used as an indicator for deciding how to proceed with your marketing strategy. One, you have no idea if this traffic is “working” or not; two, you don’t know the reasons why the traffic might be higher than yours; and three, the traffic number itself is meaningless because it’s taken out of context.

Instead of focusing on your competitors and their traffic numbers, focus instead on your marketing. Rigorously track and measure your marketing tactics to determine what works — that is, which tactics result in inquiries that become sales — and then let go of the stuff that doesn’t work (even if everyone else is doing it). You’ll be much happier, and you’ll look really smart, too.

Author: Dianna Huff
Source: http://searchengineland.com/3-reasons-can-safely-ignore-competitors-traffic-metrics-267241

We live in the information age, and that’s reflected in the emergence of content marketing as a significant part of business marketing strategies. Create the right content and you can grow your business organically, as people find it via search engines and social media. Providing valuable content also establishes your business as an authority in its field, enhancing its reputation.

However, it’s time consuming to generate content and develop a marketing action plan for that content. If you get it wrong, you could end up investing a large chunk of valuable time on a failed campaign. That’s why it helps to incorporate content marketing tools to strengthen your efforts.

Here are five content marketing tools that can take your strategy to the next level.


One of the most difficult aspects of content marketing is consistently coming up with ideas for new content. BuzzSumo uses analytics to show you what content is trending and where. You can see what is being shared the most across any of the major social media networks and filter the results by the type of content (blog posts, infographics, videos, etc.).

Want to know which topics will get you the best results? BuzzSumo can show you topics related to your business that are the most popular right now, helping you create content that is more likely to trend. This tool’s analytics show you where your advertising is best spent to bring in more of your target audience. It also has information on which influencers are getting the most traction in your market, so you can find the right people to promote your content.



Curata is a content curation software that simplifies the process of finding and publishing content. It offers two products: a content creation software and a data-driven content marketing platform. If you’re having trouble sticking to a publishing schedule or curating content, Curata is a huge help. It draws and organizes content from hundreds of thousands of sources, and it has a self-learning engine so you get better results the more you use it.

You can publish content you find through Curata across any of your channels in one click. This makes it easy to maintain a steady stream of content without needing to generate the content yourself. Curata also analyzes the results of the content with your audience, showing you the outcome of your efforts and giving you the information you need to update your strategy when necessary.



The most effective way to start building your business’ social media accounts is through automation, and when it comes to platforms, it’s hard to beat Buffer’s ease of use and excellent features. Buffer works with Twitter, Facebook, LinkedIn, Google+, Instagram, and Pinterest, so you can manage all your accounts in one place.

Posting consistently is a key factor in building a social media following, but that’s also a big-time commitment, especially when you’re attempting to build an audience on multiple social networks. Instead of periodically posting on social media throughout the day, use Buffer to set up a schedule of posts. You can use their Chrome browser extension and mobile app to add content to your queue at any time.

Not only does Buffer save you time, it also uses analytics to determine the best times of day to post content. Its Twitter analytics are especially useful, as it checks when your followers are active and analyzes the engagement your tweets get.



With the rising number of businesses employing remote workers, managing everyone in a global content marketing operation can be a challenge. Contently helps keep your content marketing team organized, whether it consists of remote employees, freelance creatives, or both.

Everyone involved in a project can stay connected and collaborate with in-line commenting, email notifications, and a messaging system. The platform has cloud storage for everything related to your content, allowing you and your team to access it 24/7.

Using Contently, you’re able to view assignments on a dashboard, set up deadlines, track progress, and approve content. The platform also has tools for obtaining legal approval of completed content and sending invoices. In addition to its powerful content management capabilities, Contently can provide suggestions to help you generate ideas for new pieces of content.Contently



As anyone with content marketing experience knows, the saying “if you build it, they will come” doesn’t apply to online content. Getting your content in front of an audience is a challenge in and of itself. Outbrain is the leading content discovery platform on the web, so it can significantly grow your audience through increased visibility. It is a pay-to-play tool, but if you have the money in your marketing budget, this is a simple and effective way to get your content out there.

Outbrain is able to promote just about any type of content you want, whether that’s an article, video, infographic, or something else. Your content is placed on popular local and national sites as a promoted suggestion. When your audience finishes reading an article and are looking for something new to check out, they’ll see a link to your content.


There’s only so much time in the day, and with all that goes into effective content marketing, you could easily spend it all on mundane tasks. A more efficient and effective solution is to use the powerful content marketing tools listed above to streamline as much of the process as possible. This leaves you with more time to put towards your overall content marketing strategy.

The analytics available through these five content marketing tools are also extremely useful, as they break down what type of content is working well and show you the results of your content. Having more information speeds up and improves your decision-making process, so you can maximize returns on all your marketing efforts.

Author: Jill Phillips
Source: http://www.business2community.com/brandviews/mainstreethost/5-tools-will-help-create-amazing-content-01751531#io0Uodrg0eB1KrUJ.97


Categorized in Market Research
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