Consumer research is tricky, particularly if you’re not an industry expert. This post will look at how to conduct your consumer research and what essential steps you should take before heading into the field. With so much information out there, it’s easy to be overwhelmed when deciding if the content is worth the time and money invested. Research lets you know whether or not the content is worth consuming before you go all-in on anything with your content marketing strategy.

Ways of Conducting Consumer Research

Focus Groups 

Focus groups are still widely used by industry experts looking to get vocal feedback from consumers on new products or services before the launch. In this setting, you’ll meet with consumers and ask them questions about your product or service, gauging the potential response to your upcoming marketing efforts.


Although it requires more work and attention to detail, tracking is the most effective way of finding out what people want. You’ll use your data to gather information on how much time people spend on social media, potential ways they consume content and if they’d purchase something they saw online.


Surveys are relatively easy to get consumer feedback on a specific topic or brand. This is a great way to get feedback on new products or services before launch, but it’s also useful for gathering feedback on existing ones that you’d like to make improvements to. The best surveys take the time to nurture the conversation with respondents thoughtfully and productively.

In-Field Surveys

While you can track your data to determine objectives, sometimes it’s hard to get consumers to participate in the research process. In-field surveys let you ask consumers about their experiences with your brand or business. This isn’t as effective as tracking where people used your product or service, but it can nonetheless serve as an effective marketing tool.


Webinars are usually the last option for conducting research, as most consumers will have already formed opinions on the brand. If you’re already a user of the product or service we recommend in your piece, however, you can still use them as a way to gather information from your audience.

Things Companies or Brands Should Avoid When Collecting and Interpreting Consumer Research

Don’t Try to Change Consumer Demographics. 

The content in your marketing plan should be tailored to the needs of your audience. Don’t try to change their demographics or make them fit an irrelevant mold. Instead, determine your target demographic and focus on providing valuable content that will be most relevant to them.

Don’t Forget to Use Your Research

Completing your research can help you tailor your content marketing efforts toward the needs of your audience. It’s easy to get mired in a sea of information and lose sight of the things that matter most. If you’re researching and looking for information, don’t forget to look at what your data tells you before making a decision.

How to Use the Feedback You Gathered

Once you’ve gathered some feedback and data, you’ll need to figure out what it means and how you can use it to your advantage. If you’re looking for feedback on new products or services, find out what people want and how they want it delivered. You can then use this information when creating content for your campaigns.

Effective Consumer Research Can Help Your Content Marketing Campaigns Deliver Results

When you launch a new product or service, it can be not easy to keep up with the needs of your audience. While you have expertise in the products or services you provide, they probably don’t. That’s why you must conduct consumer research before starting a content marketing strategy. The results of your research will help you develop better content and determine whether or not the content is worth investing in before getting started with an official campaign.

By admin

Leave a Reply

Your email address will not be published. Required fields are marked *