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The Importance of Naturality in Market Research
Research is a responsibility that few entrepreneurs enjoy. Not only is it time-consuming, but not many professionals understand how to conduct it correctly.
To elaborate, humanizing your market research process is essential for producing the most accurate results. It can be difficult, though, to develop a strategy at first.
Not sure where to start? Don’t worry, we’ve got you covered.
Let’s take a look at everything you need to know about humanizing market research.
Keep It Casual
In order to get the most out of your research process, you’ll want to ensure that your participants are as comfortable as possible. For example, there’s a stark contrast between sitting in a bare room full of people in whitecoats vs having a simple conversation with a research professional.
If your research involves your audience’s vocal responses, talking to them as a friend will often allow them to answer more truthfully and naturally. If your audience’s behavior is being researched, the setting should in no way feel ‘forced’ or artificial.
Otherwise, you run the risk of obtaining data that doesn’t represent the respondents and their beliefs, reactions, etc.
You can establish a casual atmosphere by having your researchers wear informal clothing. They should also use conversational language.
Ensure Your Trials Are User-Ready
You’ll have a far easier time gathering data from your research methods if your audience is able to participate in a trial or operate a prototype that’s ready for interaction.
The alternative in this situation involves asking your audience what they would do under certain circumstances.
After all, what would you rather interact with yourself: a fully-functioning beta version of a website or a screenshot of a website’s homepage? It’s far easier to gather data from an intuitive test as opposed to something your audience essentially has to imagine.
As an added benefit, you can also observe their behavior in real-time as opposed to analyzing it afterward.
Under most circumstances, people tend to act differently if they’re aware they’re being watched. This becomes even truer if there’s a person nearby who’s observing them.
Instead, consider remote observation as a tool to help you humanize your market research.
Of course, you’ll need to obtain the other party’s consent in order to do so (or at least inform them that their actions may be observed/recorded).
Remote observation can also come into play during phone calls or video recordings. Both of these will allow you to analyze the behavior of your study’s participants.
Humanizing Market Research Can Seem Difficult
But it doesn’t have to be.
With the above information about how to go about humanizing market research in mind, you’ll be well on your way toward getting the most accurate results possible and fine-tuning your marketing methods.
Want to learn more about how we can help? Feel free to get in touch with us today to see what we can do.