If you feel like you’re chasing the wrong strategy, not reaching your audience, or struggling to deliver results, you’re probably operating off the wrong assumptions.
Research can unlock insights across audiences and stakeholders, source new hypotheses, and validate their application across an entire market.
That means no more wasted budget on the wrong strategy, the wrong messaging, the wrong channels, or the wrong audiences. Run your marketing campaigns with confidence by unlocking the right insights.
When it comes to the direction of your organization, unknown variables can make big decisions difficult.
It can be tough to get buy-in from stakeholders and employees when pushing for significant change.
If you do earn their buy-in, how do you know it’s the right choice? Making critical business decisions without validating your assumptions can be harmful to the long-term success of your organization.
Conducting marketing research provides you with the confidence and data to know you’re making the right call – and objectively validates that decision with a third-party voice, which means a much shorter path to convincing your stakeholders.
Great marketers and leaders are anthropological. If you know your target audience well, you can easily answer questions like:
A statistically validated understanding of your audience can unlock higher tiers of marketing results by equipping you with the insights you need to choose the right strategy: from fundamental branding decisions all the way to what color your CTAs should be.
Bridging the gap between the preferences of one customer and an entire audience of customers can be tricky. Knowing what messaging to lead with – or how to segment your audience so that your marketing drives the highest ROI – is a risky game of trial-and-error without a research-backed approach.
Understanding your audience is key to owning the right perceptions and presenting yourself as the best option in your competitive market.
Knowing what’s authentic and aspirational to your organization, what’s meaningful to your audience, and what’s distinct from your competitors can position you to establish a powerful brand.
Without validated audience and stakeholder insights, these critical brand decisions are built off subjectivity and internal opinions. The voice of your audience – the most important group to reach with your brand – isn’t represented.
Their research is statistically relevant and revealing, shaping the branding outcome and moving our organization from where we were perceived to where we want to be in relation to the market.
The work Magneti does helped our organization script the story we want to tell and then create the visual, verbal, behavioral, and environmental collateral to communicate that story. Magneti learned our organization so well and with such passion.”
– Rose Lyda, Former Director of Marketing & Product Development at NSPF
Together, we’ll build and execute the right research for your organization, then analyze and interpret the results with our team’s expert guidance.
There are three steps to effective research:
From what decisions to make to what motivates your audiences, we can help you identify and answer your organization’s most critical knowledge gaps.
Once you’ve identified the most critical knowledge gaps for your organizational or programmatic goals, we’ll help you navigate which research methodologies will help source and validate the best insights.
You may ask research questions unique to your organization or unique to your audiences that require new studies to source the right insights, or you may be asking questions that have been studied and answered already.
Choosing between primary and secondary research – or a combination of the two – will help establish timelines, research costs, and the level of insights we can provide.
If primary research is in the mix, the next step is to identify the right audience. There are a few different types of audiences we can match research with:
If your research objectives center around internal messaging or organizational direction, then internal stakeholder input can be a key component to getting buy-in and identifying the right decisions. Depending on the question, this audience can be comprised of your board of directors, seasoned managers, a mix of new hires and older employees – or a combination of people that fit multiple categories.
External consumer input can help fuel your campaign goals, clarify perceptions of your organization, or provide a deeper understanding of your competitive space. This group can be made up of current and target customers in your market – or target customers that have never heard of you in a new market you’re thinking about entering.
We’ll often recommend a mix of both consumer and stakeholder input for objectives around company direction, vision, branding decisions, product launches, or positioning decisions.
Most commonly applying to consumer input, matching your research objectives with an audience of current customers, target customers, or lapsed customers – or a mix of the three – will help source the most relevant, validated insights.
For research objectives around assessing company culture or hiring better talent, identifying the best mix of key stakeholder audiences can unlock a more comprehensive understanding.
For example, to understand questions around your company culture, speaking with a mix of new hires, current employees who have been at the company for at least a few years, lapsed employees, and even employees of competitor organizations can help provide you with a complete set of insights.
Depending on the exclusivity of the audience you’d like to reach, incentives can help encourage target participants to engage in the research process – whether that means signing up for IDIs, participating in focus groups, or filling out surveys. Incentives are typically distributed in the form of cash or gift cards. We’ll collaboratively discuss whether incentives are required to accomplish your research goals and what potential implications you should consider before we start.
Once we’ve established the right research objectives and identified the right audiences, the next step is to choose the most effective methodology. There are two key categories of research we consider:
In qualitative research, we seek to uncover deep thoughts, perceptions, feelings, inclinations, motivations, and needs through a technique called interpretive phenomenological analysis (basically a smart way of saying we rely on a lot of validated techniques for behavioral and pattern recognition).
Qualitative research helps you:
In quantitative research, we measure these perceptions and insights. We quantifiably understand how universal perceptions and priorities are, and how to group and segment our key customers or stakeholder groups.
Quantitative research helps you:
We’ll often combine qual and quant methods to test hypotheses and assumptions about key customer or stakeholder groups, unearth felt and unfelt needs, discover key perceptions that can unlock decision-making, then measure how these validated perceptions are distributed across audiences and markets.
With this combination, we’ll use qualitative research to find new, validated perceptions and insights, followed by quantitative research to measure their impact across our current and target customer groups.
Once we’ve decided on qualitative, quantitative, or a mix of both, we’ll determine the precise format of the research.
For any given audience, you can identify a key perception and measure its influence. Imagine the power of your decision-making with this level of insight.
Our research and marketing strategists partner to deliver your research results with clarity and guidance on what to do next. Common outcomes and deliverables from our research include:
Identifying key, validated target groups for your marketing efforts, along with their motivations, common experiences, and expectations.
Identify the size of your total potential market, the number of likely target buyers in that market, and their quantifiable likelihood to purchase your offering or service.
Quantify the interest level, likelihood to purchase, and competitive considerations of launching a product in a new market or changing your pricing in an existing one.
Based on intended outcomes and potential outcome drivers, enable your organization to realize the long-term expected outcome of the actions you are taking today.
Understand the impacts of different product packages on your target audience by simulating buying decisions and isolating the factors that are most important to them.
Measure how well your creative messaging choices resonate with your target audiences, and what changes will make them more effective.
David brings expertise to developing positioning and messaging, and manages all research projects. With a decade of experience managing marketing and fundraising campaigns, David has developed brand and positioning platforms for dozens of for-profit and non-profit organizations around the nation.
Heather is a veteran market researcher with a particular skill for getting to actionable insights. Her mix of academic training in methodology, originally in the HR field, along with her client-side leadership of a research and insights department, allows her to unpack relevant findings with empathy and sensitivity for the stakeholders in the room. Heather would like to be as creative and funny as others on the Magneti team, but let’s face it, she’s the market researcher who enjoys making sense of complex datasets.
This husband-and-wife duo can help you navigate a complicated market and make the right decisions. In addition, every research project at Magneti includes a Vice President and a dedicated Marketing Manager to help facilitate the process and translate your research results into strategic leadership and marketing guidance. Meet the Rest of the Team >>
When we conduct research, we will always walk you through the results and help translate findings into actionable decision-making.
When you invest in creating a recurring, reliable pool of research participants, you can not only answer research questions quicker and more cost-effectively – you can position yourself as an industry thought leader by consistently bringing unique, validated insights to your entire target market.
Imagine your own version of the Gartner Magic Quadrant or a Forrester Analysis – authored by you, applied to your industry.
Magneti can partner with you and establish the research ecosystem needed to position you as an industry leader – explaining industry trends, motivations, and behaviors at scale.
When you operate without validated audience insights, you risk pouring thousands of dollars into the wrong channels, targeting the wrong audiences, and making marketing decisions that can be harmful to the long-term success of your organization.
Without research, your leadership depends on hunches, anecdotes, and assumptions – a foggy picture of reality that could be obscuring the most important inputs.
Without research, a reliance on best practices or past strategies can put your miles behind your competitors.
Without research, your audience – the most important determinant of your organization’s success or failure – doesn’t have a seat at the table.
Invest in the research you need to make the right decisions. Challenge your assumptions. See the market clearly.