How to Research like HubSpot’s Research Team

December 10, 2019

By Kayla Carmicheal

In college, research was always my favorite part of writing papers. I don’t know why, but finding data to back up my hypotheses always gives me a thrill.

But, even though I love research, it’s not exactly my forte — and I know I’m not alone.

Conducting market research is a necessity for both B2B or B2C companies. It enables you to use hard data to back up theories and predictions about customer behavior. This data can influence how you structure a campaign, and how you interact with customers.

However, when researching for marketing purposes, it can be tricky to know where to start, and how to keep going when you get stuck.

If you find yourself striking out during the research process, we’ve got you covered. Here, we’ve collected tips from HubSpot researchers about their research processes to make sure you feel confident collecting and analyzing data for your next campaign or report.

Tips from HubSpot Researchers

In 2019, HubSpot’s VP of International Operations, Nataly Kelly, wrote, “Data is incredibly powerful. It can inform, persuade, and reinforce. However, it can also mislead. We all bring our own biases to the table when we interpret data, and that can often lead to drawing an inaccurate conclusion.”

Keep this in mind while researching — it’s a good reminder that data is useful when it’s accurate, but presenting inaccurate data can ultimately harm your marketing strategies.

1. Take a variety of perspectives.

According to marketing research co-op Meg Kartham, “When conducting any type of research, it is important to take a variety of perspectives, whether that be industry or region.”

What this means is that you must think about as many outcomes as possible, especially if you’re conducting global research. Think about it — is a survey about nationwide customer satisfaction useful if you’re only surveying the Midwest?

Consider a survey conducted by HubSpot to measure International Net Promoter Scores (NPS). NPS measures customer satisfaction with our CRM. Some assumptions HubSpot researchers made included the assumption that some global norms that are different from those in the U.S. might’ve impacted the scores internationally.

For instance, when asked to rate customer service on a scale of 1-10, did you know that in Germany, 1 is the highest rating, rather than 10? Additionally, in some European countries, giving the highest score is almost unheard of. An A+ is considered 8-9, rather than 10.

When creating surveys, try to make one that can be universal to as many audiences as possible to make data collection easier. Alternatively, do research on global differences and take those into account when measuring results.

2. Research for your audience.

Research uncovers your target audience and provides insight into what kind of marketing you can do to reach them. As campaign manager Kyle Denhoff said, “Research helps inform the Campaign Brief that becomes the most important document of your campaign.”

That is why, when researching, Denhoff suggests to begin with understanding …read more

Source:: HubSpot Blog

      

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