Understanding Audiences: The Difference between Market Research and User Research (And Why You Should Use Both) Veronica Bagnole Insights Marketing Day 2017
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Understanding Audiences: The Difference between Market Research and User Research(And Why You Should Use Both)
Veronica BagnoleInsights Marketing Day 2017
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1. Current relationship
2. Market research
3. User research
4. Comparing the two
5. How we can work together
6. Questions
Agenda
Better digital solutions for people and planet.
“We know our audience.”
“We’ve already done research.”
“We’re happy to work with assumptions.”
● Focus groups● Surveys● Observation● Interviews● Data analysis● Secondary research● Experiments/Trials/Tests
Market Research
Research methods
● Focus groups● Surveys● Observation● Interviews● Data analysis● Secondary research● Experiments/Trials/Tests
User Research
● Focus on buyer habits, distribution channels, and demographics.
● Identify market segments and specific buyers.
● Customer’s ability to purchase a specific product.
● How they feel about your product or company.
Market Research
Personas
● Focus on the experience users have with your product, service or digital platform(s).
● The focus is usually on studying people’s behavioral patterns.
● Demographic information. might be less useful unless it is directly relevant to usability decisions.
User Research
Market Research User Research
Market Research User Research
Market Research
● Who the customers are.
● Their interests.
● How the brand can fit in their lives.
● Customer feedback.
● The competition.
Market research focuses on...
● Driving business decisions.
● Informing marketing campaigns and messaging.
● Influencing branding and positioning
● Reducing risk.
● Spotting trends.
Outcomes
User Research
● Users’ desired outcomes and expectations.
● How users engage with the website.
● What the needs of the users are in the website.
● Make tasks easier to complete.
● Identify triggers & blockers.
User research focuses on...
● Understanding of how users engage with website
● Optimized website with increased ROI.
● Better user experience - happier customers.
● More conversions.
Outcomes
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vsMarket
ResearchUser
Research
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vs
Image: TasteOfHome.com Image: JonVilma.com
Want Need
Use the 5 Whys to help guide content.
1 purpose per page.
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Direction Detail
Image: StyleMePretty.com
Let’s talk buttons:
Small changes, big results:
● Color - Green, blue, orange, red
● Wording - “Get” and “Your”
● Length of button text
● Arrows → or ▶ or >
● Shading
● Shape - rectangle, rounded corners, etc.
● Copy around the button
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Image: ComicVine Image: José Cobá
In-Depth Focus on task
Click Path Testing
Journey Mapping
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Image: 300Hours.com Image: 300Hours.com
Time Consuming Quick Turnaround
Image: Nielsen Norman Group
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Statistical Significance Common Trends
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Infrequent Frequent
Image: Flickr- ImageMDImage: Treehugger.com
A/B Testing
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Beginning Throughout
Image: DigitalBevaring.dk
Build, measure, learn, iterate
Working Together
There once was a baker named Sandy...
Pie Cakes!
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Image: FoodN
etwork..com
Image: FoodieC
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Market research and user
research shouldn’t compete with each other. They should
complement each other.
Questions?
“Better digital solutions for people and planet.”
Mightybytes.com
Ecograder.com
SustainableWebDesign.org
Thanks!
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