REAL Research - how do you do it?

[Nick Brighton]

Ok, let's face it - the internet is a haven for market research.

Not only can you do 1-way research, but you can do dynamic research (such as surveys and link tracking).

My question is, how do direct mail and other offline agencies/freelancers conduct their research to tap into their prospects real problems/desires/inner dialog?

I'm NOT talking about trying to find out what products to sell, or any of that basic stuff...

...I'm specifically talking about tapping into the prospect's minds to increase conversions and sculpt offers?

As I say, online this can be done by visiting forums, analyzing (successful) competition and doing surveys.

Are there specific ways to do this offline? Does every campaign or project you are hired for require conducting costly surveys? I can't imagine so, but maybe I'm wrong?

I'd appreciate some DM'ers insight if possible, or any copywriters who work offline.

Many thanks,

Nick

[BrianMcLeod]

Here are things I have done/do with offline companies to help develop their marketing:

Talk to a company's sales team. Get on the horn or have lunch/drinks with top sales guys and pick their brain.

Talk to the customer service department and do the same.

You want to know the most common questions, hang-ups, problems, fears, frustrations, buying behavior, competitive intelligence, refund problems, reasons people don't buy/objections.

A talk with a company's production manager or shipping/receiving guy can reveal clues about special ways the company does things that can wind up in the copy.

Think about the offline company as a sum of its parts, then consider which parts might yield some useful information for you.

Now, that obviously makes sense as a marketing consultant or copywriter... If you're looking to sell directly into a market and want research, you can also adapt some of these strategies a bit and make it work.

I've been known to call up direct (prospective) competitors and discuss "the business" with them. It's all in the approach, really.

Requires some creative thinking but what doesn't?

Hope this helps,

Brian

[Nick Brighton]

Thanks Brian,

That's useful advice for sure. Makes a lot of sense really too.

I'm also assuming that if you didn't have such liberties for whatever reason (maybe your "sources" of info from the company are weak or non-existent for example) then perhaps there's a way to use public data or library resources?

I know there are things such as the SRDs book for finding markets, I wonder if there was a resource for seeing survey data from offline research somehow...

...heck, even if it cost a little money, it could prove to be invaluable right? Especially if you build it into your quote.

Just fishing for more ideas really!

Thanks

Nick

Originally Posted by BrianMcLeod

Here are things I have done/do with offline companies to help develop their marketing:

Talk to a company's sales team. Get on the horn or have lunch/drinks with top sales guys and pick their brain.

Talk to the customer service department and do the same.

You want to know the most common questions, hang-ups, problems, fears, frustrations, buying behavior, competitive intelligence, refund problems, reasons people don't buy/objections.

A talk with a company's production manager or shipping/receiving guy can reveal clues about special ways the company does things that can wind up in the copy.

Think about the offline company as a sum of its parts, then consider which parts might yield some useful information for you.

Now, that obviously makes sense as a marketing consultant or copywriter... If you're looking to sell directly into a market and want research, you can also adapt some of these strategies a bit and make it work.

I've been known to call up direct (prospective) competitors and discuss "the business" with them. It's all in the approach, really.

Requires some creative thinking but what doesn't?

Hope this helps,

Brian

[Collette]

Originally Posted by Nick Brighton

...Are there specific ways to do this offline? Does every campaign or project you are hired for require conducting costly surveys? I can't imagine so, but maybe I'm wrong?

Nick

Not every project requires extensive research. Sometimes (if you're lucky) the company has already compiled a solid database of information about their customer base.

Things like gender, age, geographical location, income, kids Y/N, pets, other interests, similar purchase decisions, etc. all help the copywriter develop a good idea of what Mr. or Ms. Prospect looks like, how they live, and how they think.

SRDS is also a good source for this kind of info, too. Most libraries have a copy.

I've personally found that the best sources of research are the people who deal directly with the customer or product. Customer service reps, salespeople and the like, can give you some valuable feedback based on their actual interaction with customers. And hands-on production people can give you the kind of information that leads you to the "Wow! Factor".

I have a 2-yr control that's still running for a beauty product, and the 'breakthrough' idea came from the chemist who developed the product. The company thought I was going for over-kill when I asked to talk to him, but he's the one who supplied the true point of difference. And the fact is, he was the only one who actually had that information.

Most of the time, the least useful people are the management folks.

Of course, the most useful source is always the actual customer. If you can talk to people who use/used the product or service, get their take on what attracted them to buy, and why they're satisfied/not satisfied with their experience, you get the real deal.

Almost as useful, is to talk to people who should be potential prospects, and get their feedback on what they want in a product/service. This isn't as good as talking to people who have actually bought, since people will often say what they think they should, or what they think you want to hear.

[Nick Brighton]

Originally Posted by Collette

Things like gender, age, geographical location, income, kids Y/N, pets, other interests, similar purchase decisions, etc. all help the copywriter develop a good idea of what Mr. or Ms. Prospect looks like, how they live, and how they think.

Yep, and to be honest that info isn't as tricky to find. However, it's also "surface" info which doesn't really say what's going on their heads, at least not in relation to the product/problem that you're focusing on...

SRDS is also a good source for this kind of info, too. Most libraries have a copy.

Again, this is a great resource as I understand it - but perhaps not very useful for the purpose of psychological research/buying motives/problems...unless it does, I've never used it (yet)?

Almost as useful, is to talk to people who should be potential prospects, and get their feedback on what they want in a product/service. This isn't as good as talking to people who have actually bought, since people will often say what they think they should, or what they think you want to hear.

I totally agree. I do think if I can present the right questions (not making assumptions or suggestive phrases), then getting hold of these people cost effectively is really what I'm looking for.

I like the ideas of probing the product creators etc...but that only provides one element of the copy which Brian pointed out.

The element I am looking for is the connective, agitation and selling angle that really can only come from the prospect's mouth...

Thanks for the suggestions already guys...keep them coming if you can!