Aug 8, 2017 10:34:33 AM
Lists Are Not the Answer
As a marketer, I’m no stranger to the subject line, “Do you need contacts in X industry?” It must come through my inbox at least twice a week. Inevitably these emails offer the opportunity to purchase a list of “decision makers” within the industries Actionable Research works.
Truthfully, it would be easy to buy a list and start cold-emailing at random, but that’s not how we like to do things. You see, that list may be confirmed “decision makers,” but it wouldn’t give us any insight into our markets. It doesn’t tell us anything about optimal messaging, what drivers influence that company’s marketing decisions, or how many “decision makers” are part of their decision-making process.
List brokers can provide an inventory of homeowners who utilize an application-assisted security system, but this information won’t yield insights into the home automation market. Lists are simply that, lists. They may give you an idea of who to contact, but it they won’t tell you how that person feels about this product or what drivers lead them to choose that service. Lists answer the ‘who’, not the ‘why’.
Reliable Research
If you want true insights into your target audience, you’ll need a research partner. A marketing research firm will offer experience and expertise, helping you develop questions that will return the answers you need to shape your marketing efforts.
Knowing who to contact is a start, but do you know how to appropriately screen the list for respondents who can answer your questions correctly? Not everyone with a specific job title, or who pays for a certain security system, will be part of your target audience. Someone may have the job title you’re looking for, but their specific job requirements don’t match what you might expect (i.e. maybe they don’t interact with your product, service, or competitors). That person who pays for security may not have been the decision maker, but simply a tenant whose property manager installed an in-home security system.
And next, if you do know how to screen for the appropriate respondents, are you also comfortable crafting your survey? Do you feel confident that you can write a survey which is not too long, too short, too biased? Partnering with a market research firm will offer unbiased insights developed by answers from your true target audience.
Market Knowledge is Essential
More than partnering with a marketing research firm, you need a partner knowledgeable of your vertical market. From a basic understanding of role functions to specific market vernacular, knowledge of your vertical market is essential to crafting a survey instrument that speaks to your audience. Without such knowledge, you risk miscommunication that could either confuse your audience or skew your results.
A Partner to Meet Your Needs
Over 17 years, Actionable Research has gained extensive experience and knowledge in the medical, dental, and digital technology markets. That experience has helped us to understand and adapt to the needs of our audience. Check out our latest service Insight Streamer, a semi-self-service research platform with the included benefit of professional researcher assistance in the areas our clients need most, designed to get you insights quickly and affordably. If you’re interested in how our services may be right for your needs, contact us today.
