Customer Satisfaction and Loyalty Research

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Market Research Techniques: Priority to Interviews and Surveys
There are several techniques through which you can conduct market research. Each of these techniques focuses on a specific aspect of the industry or potential customers and uses specific tools .

Interviews
Survey (polls)
Focus Group
Product/Service Usage Research
Observation-based research
Buyer persona research
Market segmentation research
Price research
Competitive Analysis Research
Brand Awareness Research
Campaign Analysis
Of particular importance are surveys and interviews , which are used more frequently because they allow for a close-up and therefore privileged view of the system of considerations and expectations that a person has on a certain topic. In both cases, it is a qualitative market research .

Surveys ask respondents a short series of questions (open or closed), which are algeria whatsapp resource distributed to the recipient in various ways: through screen sharing – and therefore in real time – via email or (now less frequently) by telephone.
Interviews , on the other hand, consist of “face to face” conversations (today, often, in videoconference) that serve to delve into relevant topics (for example, through the reading of non-verbal signals). Interviews allow for specific insights because, better than other forms of market research, they can foster the creation of an empathetic relationship between interviewer and interviewee.
Both surveys and interviews can be administered through interactive digital tools , for example by uploading questions to mini- sites , which function as both a repository and a communication tool , or by integrating questions into the content of a video and making them actionable through forms, radio buttons, and multiple-choice modules. In addition to launching surveys, these features can be used to acquire data and information from video recipients, preconfigure a product or service, or easily measure a company's Net Promoter Score (NPS).

How to do market research: all the steps
Now that we have reviewed the main types of market research and the most used techniques, let's get to the heart of the matter and discover how to do market research, step by step .

1. Define buyer personas
Buyer personas are fictional and generalized representations of ideal customers . They are profiles that possess the distinctive characteristics (expected, desired) of the model customer and report their possible recurring actions. In buyer personas there is an attempt at daily storytelling that strives to depict how consumers' days are, the challenges they face, and the decision-making processes through which they choose products and services.