Category Archives: Consumer Behaviour

How to Use Qualitative Research for Insights at the Purchase Stage

At the center of the consumer buying process, purchasing is the main step to revenue and profit. The purchase stage is divided into two different phases: the decision to purchase and the purchasing process itself. Both require different marketing tools and qualitative insights.     Purchasing Stage Attitude Requirements Marketing Collateral/Testing Decision Engagement Sense of security Additional reinforcement Product information, brand knowledge Social media content, customer reviews Brand information, retargeting... Read More

Customer Lifecycle Research: How to Gain Consumer Insights at the Consideration Stage

KEY TAKEAWAYS Marketing demand generation programs that focus on generating interest or “leads” and transforming prospects into customers should be modified at each stage of the customer journey including the consideration stage to address the types of questions, concerns, and needs evident at that point of the solution assessment.  Two-thirds of the touchpoints during the active... Read More

Customer Lifecycle Research: How to Gain Consumer Insights at the Awareness Stage

KEY TAKEAWAYS: To remain competitive, brands must learn to understand consumers at every stage of the customer lifecycle, especially the awareness stage. At the awareness stage, consumers are looking for information related to the challenges they're facing or the potential opportunities they anticipate. In other words, the consumer may be problem-aware, but not solution-aware or product-aware... Read More

How to Improve Your Conversion Rate Using Qualitative Analytics

KEY TAKEAWAYS:   While quantitative analytics provide data points from the customer journey, qualitative analytics will help you understand the deeper motives, behaviors, and other variables that affect the online process--the “why” behind the “what.” Conversion rates and KPIs vary by vertical, with significant differences between B2B and B2C companies. Interviewing customers and stakeholders is... Read More

Build Your Customer Experience Strategy on Qualitative Research and Analytics

Genuinely listening to customers lies at the heart of solid business strategy, as Home Depot co-founder Arthur Blank can attest. Speaking with Investor's Business Daily,  Blank related that he and co-founder Bernie Marcus would often stand outside Home Depot stores they visited to talk with customers. Blank stated: "I would always thank the customers that came... Read More

Online Interviews: A New Level of Intimacy in Consumer Research

Many aspects of life that were once handled in person have now moved online and, somewhat surprisingly, that move has yielded some positive results. The increase in the number of people taking advantage of teletherapy is a good example. Many therapists have noted that their patients have been more forthcoming during remote video sessions from their... Read More

Remote User Interviews Are Finally Having Their Moment

Travel and in-person meetings may not be part of our work-life right now, but user interviews have never been more important. Discuss.io is used by some the world’s most advanced marketing teams at Fortune 100 companies, and we’re hearing from them that there are “pre-COVID” user insights, “during-COVID,” and there will be “post-COVID” insights. They... Read More

In-home testing

As they launched a new spin-off of a well-loved product, one chocolate brand prioritized developing closeness to their consumers in order to ensure that the new product aligned with their expectations from the brand. In order to do this, they wanted to test the product with occasional and frequent users... Read More