Multi-channel user research (Bath & Bristol Marketing Network)

MULTI CHANNELUSER RESEARCH

@alexjbarker

MARKET / BRAND / UX

A GOOD PRE-REQUISITE

A show of hands:Who has conducted user research on their own audiences in the past year?

COMBINED BRAND & UX RESEARCH

BRANDS OFTEN NEED ‘UPDATING’AS PART OF DIGITAL DEVELOPMENT

EMPATHY

EMPATHY

RELATIONSHIPFAMILIARITY

LOYALTYCULTUREATTITUDE

PERCEPTIONMOTIVATION

ASSUME NOTHING!

BEHAVIOUR

BEHAVIOUR

TASKINTERACTION

INFLUENCEABILITY

CONVERSATIONENVIRONMENT

DEVICE

NATURAL, EASY & ACCESSIBLE

Who has a good example of where they’ve used audience empathy to

create behavioural change?

TECHNIQUES

QUALITATIVE

QUALITATIVE

DEPTH INTERVIEWSCONTEXTUAL ENQUIRYUSER-LED WORKSHOPS

CARD SORTINGUSER TESTING

THE DETAIL & NUANCE

QUANTITATIVE

QUANTITATIVE

SURVEYSUSABILITY STUDIES

SITE MAP VALIDATIONA/B TESTINGANALYTICS

THE STATISTICAL SIGNIFICANCE

SOCIAL MEDIA LISTENING

SOCIAL MEDIA LISTENING

COLD & WARMORGANIC

WIDE REACHINGSENTIMENT & ASSOCIATION

EQUITY & COMPETITION

THE WARTS-N-ALL VIEW

CREATE RELEVANT, OPTIMISED CONTENT

CREATE RELEVANT, OPTIMISED CONTENT

TOOLS & GUIDELINES FOR:CONTENT PLANNING

CONTENT PRODUCTIONCAMPAIGN / MARKETING

TONE-OF-VOICE

IT’S A LIVING, BREATHING THING!

Another show of hands:Who regularly plans and produces

content prioritised by audience (persona) need?

DESIGN & BUILD(BRINGING THE BRAND TO LIFE)

Digital-first brand family for Carers Trust

CO-CREATION WORKSHOP

Responsive, rich-media digital brand for ssGB

ssgb site Desktop and mobile

more examples:siftdigital.co.uk

OTHER BENEFITS TO BUSINESS

OTHER BENEFITS TO BUSINESS

ONE COMBINED WORKSTREAM(AVOIDS STAKEHOLDER FATIGUE!)

INTELLECTUAL CONTINUITY & COHERENCEDIGITAL-FIRST BRAND EXPERIENCE

OBJECTIVE EXTERNAL RESEARCHVS

SUBJECTIVE INTERNAL OPINION

...the evidence that helps redefine your:

PLACE IN THE MARKETBRAND EQUITYPROPOSITIONMESSAGINGINVESTMENT

“Brand is not what you say it is. It’s what they say it is” Marty Neumeier

Image source: Isotomasaltans

SO STAY WISE TO YOUR USERS!

THANKS!@alexjbarker