Humanizing Market Research

February 20, 2020

Humanizing Market Research 

February 20, 2020

 

When dealing with products, services and enterprises it can be quite easy for researchers to sideline or even completely ignore the human aspect of research.

 

Collecting data efficiently with market research tools is a structured and meticulous process, but to acquire actionable insights that actually work, you need to keep the human aspect at the center of your research process. You need to create surveys which are friendly and welcoming to keep respondents engaged. 

Humanizing the market research process is not straightforward, but with the right planning, it is a challenge that can be easily overcome. 

Here’s what you need to keep in mind:

Generalize usage behavior, not people

Market research tools can generate an incredible amount of data. Depending on your requirements, you can be presented with NPS scores, KPIs and a whole lot more.

However, even within the parameters you’ve chosen for your target market, there can be multiple permutations and combinations. Take people aged 20-25 for example – you can generalize how they use a product or service (although it’s quite possible for there to be differences here, too), but you cannot assume that generally youth in that age range will display the same behavior.

Gender alone can cause a huge disparity in their priorities and their requirements, and the more your age range increases, the bigger the disparity in behavior you need to keep an eye out for.

Incentivize your respondents on a human level

Yes you need to thank your respondents both before and after they take your survey, but it can be necessary to incentivize them from time to time. It doesn’t even have to be a particularly valuable incentive, either. Simply offering them a discount or a promotion towards a service or product which you know they like will go a long way in getting respondents to put more effort into completing your surveys.

Humanize your questions, it helps!

It can be natural to think that while drafting questions for market research tools you need to be short and to the point, as this prevents bias from seeping into your survey.
However, it can help to frame the questions to be relatable, as it can help lower drop-off rates. 

Data speaks for itself, but is it the right language?

You’ve conducted your surveys and now there’s a huge pile of data to glean insights from – but how do you present those insights to your stakeholders? Sure, numbers are impressive, but not all customer touchpoints are quantifiable. These attributes need to be represented with nuance, with hard data often playing second fiddle, to show the human aspect of your research. 

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