When one thinks of market research, they most likely think about more traditional market research projects. This might involve studies to:
- Examine customer satisfaction (CSAT)
- Explore KPIs such as awareness, image, and perception
- Discover the "why" behind specific customer behavior
- Understand new product development
Market research was always thought of as anonymous, confidential, and proprietary.
"Don't share the results."
"Make sure the data says in-house."
In the past, these were common phrases uttered in board rooms across America. Data and market research was always thought of as in-house, built for strategy, built to inform and make decisions internally.
It's time to think differently. Research-based content employs the opposite mentality. It uses research findings and looks outwardly to build awareness, thought-leadership, and lead generation for a company.
Research-based content is data that is designed to be shared.
When you use a research-based content project, questions are structured in a way to generate intriguing and shocking insights to catch the attention of a reader or potential buyer.
Accessibility and affordability of research-based content
In the old days of market research most surveys were completed by phone or mail. Those were the only options. It resulted in expensive and long timelines to complete a market research project which created a bad rap in the industry.
With the introduction of online surveys taken via computer, tablet, and mobile phone, market research can be done cost-effectively and quickly, without losing the quality obtained through other methodologies.
Online surveys are the most common quantitative choice of market research. In terms of audiences, online surveys can be completed with both customers and non-customers. Non-customers can be accessed through research panels which are essentially vetted email lists of respondents who have raised their hand and agreed to participate in market research.
Paid advertising through various social media channels is another excellent way to reach new audiences for both B2C and B2B studies.
These approaches have opened up a lot of doors for research-based content. Panels and social media have opened doors to reach niche audiences for online research. This has fueled accessibility and affordability for research-based content.
Let's discuss a bit more.
What it is, how it works, and why your organization should use it.
What is research-based content?
Research-based content is market research completed with the intent to share the data as part of a content marketing plan:
- Social media shareables
- Compare cards
As opposed to traditional market research which typically remains confidential and in-house, research-based content or research-driven content is purposely designed to generate insights to be shared in content rollouts.
How does the process work for research-based content?
The process for research-based content is completed online. A survey is designed, programmed, and fielded to a target audience. This can be completed for both B2C or B2B prospects.
An example of a target audience for B2C might be homeowners aged 21 to 35 who recently purchased a single-family home in the past 12 months.
A target audience for a B2B survey may be an IT decision-maker who manages a team of 5+ analysts and is looking to switch their phone system in the next 12 months at the office.
No matter the target audience, research-based content can use a combination of panels and social media to reach the correct respondents. Choose the right research-based content market research company to assist.
Why you should I use research-based content?
There are several benefits to using research-based content. The first is to position your brand as a thought-leader on a topic or an industry. If you are a firm looking to pitch itself as an expert in the financial services marketing space, why not create a report which surveys marketing personnel at banks and credit unions to ask about trends, budgets, and how decisions are made around marketing?
Another benefit of research-based content is lead generation. By producing downloadable reports or whitepapers, it gives your organization contact information of those who are interested in your services. Their contact information is given to you in exchange for the value of the whitepaper or report. A perfect opportunity for a follow-up from your sales team.
A third benefit of research-based content is generating website copy and sales collateral. If you complete an industry study comparing your brand to competitors, you will have key points of data which differentiate your brand above others. Your team can create battlecards or compare cards to show how your brand excels above the competition through objective third-party data collected. This highlights what real consumers are saying about your product, not a salesperson.
For example, "Here is a study we conducted with an independent third-party who measured satisfaction with our product and our 2 key competitors. Respondents were 15% more satisfied with our product and stated our customer service, shipping time, and taste was better."
Here is an example of a compare card used by one of our clients as part of their content strategy.
There are several other ways to repurpose research-based content including social shareables, infographics, and blogs. All of which will help create more depth on your site and assist with SEO and traffic.
Contact Drive Research
Drive Research is a market research company who specializes in research-based content and research-driven content insights. We work closely with organizations who are looking to use market research to drive content strategies.
Questions about how we can help? Want to talk about a project?
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