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What You Miss Without Continuous Research
In order to target your audience’s demographic as efficiently as possible, you’ll need to research their interests, hobbies, annual income, etc., so that you can better understand the way they think.
Research doesn’t stop after you’ve defined your audience, though. Continuous research is required due to the fact that audience tastes and trends will vary over time.
Not sure where to start? Don’t worry, we’ve got you covered.
Let’s take a look at everything you need to know.
It can be tempting to conduct a single research strategy and then use the positive results as conclusive evidence that your tactics will work under any circumstance.
For example, if marketing research conveyed that sales during the summer of 2020 were projected to be at an all-time high, this information shouldn’t be used to assume that summer is the best season for sales.
There’s a handful of different factors at play in any given situation, which makes continuous research a necessity in order to accurately document overall performance.
Otherwise, you run the risk of repeating last year’s campaign only to find yourself with subpar results. This can easily result in a loss of both time and money that can be difficult to recover from.
As you begin to have a better understanding of your market during different circumstances, you’ll be able to adjust your marketing strategies as needed.
For instance, let’s assume that you’re conducting research for an athletic apparel company’s running shoe models.
Although the shoes are mainly targeted toward female athletes and runners, you make an important discovery— they’re extremely popular among people who are overweight due to the extra comfort and cushion they provide.
From here, you can extend your target audience to include those who are interested in walking or jogging as a form of exercise for weight loss. As you may expect, this can drastically increase your total number of sales over time.
More Efficient Audience Targeting
Even if you’re audience is already clearly defined, continuous research can help you target them in more effective ways.
Since social trends and personal preferences will generally change over time, you can’t assume that a strategy from five (or even two) years ago will still be effective and relevant today.
With continuous research, you’ll be able to both discern what tactics are ineffective and capitalize on the ones that work best for your audience. This also comes with the added benefit of cultivating trust in your brand since your audience is more likely to resonate with your campaigns.
Conducting Continuous Research Can Seem Difficult
But it doesn’t have to be.
With the above information about continuous research in mind, you’ll be well on your way toward targeting your audience as effectively as possible under any circumstances.
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