CONTENT STRATEGY + MARKET RESEARCH DIALING IT IN?
Content Strategy + Market Research
Oct 19, 2014
A few thoughts on how content strategy and market research can complement each other.
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CONTENT STRATEGY + MARKET RESEARCHDIALING IT IN?
CONTENT STRATEGY
Exciting and new!
Fun and fascinating!
All the cool kids do it
MARKET RESEARCH
Boring and old!
Slow and annoying!
Who does that anymore?
CONTENT STRATEGY REQUIRES
Establishing goals
Understanding an audience
Asking good questions
Doing good analysis
Making good decisions
Producing good results
Doing it all on time
MARKET RESEARCH REQUIRES
Establishing goals
Understanding an audience
Asking good questions
Doing good analysis
Sharing good results
Doing it all on time
MOBILE: THE NEW FACE OF MARKET RESEARCH?
Create survey for mobile application
Distribute survey to targeted or random audience
Analyze and share results
CREATE
Ask questions, revise questions, create conditions
Are these the right questions?
DISTRIBUTE
Distribute by mobile app: iPhone, Droid, BBerry
Limit demographics or leave open
Whose opinion do you need?
grp 1 grp 2 grp 3
ANALYZE
By demographic
Cross-question analysis
Visualization
Hybrid Electric Plug-in Hybrid
Solar Flex Fuel (Ethanol)
Natural Gas
Biodiesel or Clean Diesel
Other0
100
200
300
400
500
600
What type(s) of green vehicle are you considering?
SHARE
Email, Twitter, blog
WHERE DOES MARKET RESEARCH FIT IN?
Content + People
Fits into Workflow + Informs Substance
http://blog.braintraffic.com/2011/03/brain_traffic_lands_quad/
MARKET RESEARCH CONSIDERATIONS
Mobile apps
Online surveys
Twitter poll
Facebook poll
Nielsen, Pew, Gallup
TNS, GfK, IDC, etc.
Synovate, Ipsos, Brainjuicer
When in doubt, pilot?
http://darmano.typepad.com/logic_emotion/2011/04/sbplan.html
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