Why User Research Helps to Market Your Brand
Updated: 8 March 2022
Content marketers, strategists and founders conduct user research to identify target audiences and how to align brands to their needs. Researching users early in a product or service’s life cycle paints a clearer picture of your audience, with confident application of user research helping to market a brand.
Successfully Transforming a Concept into Reality
It’s wonderful to have a great idea. Designers and innovators sometimes struggle to convert clever concepts into successful brands, which stems from a lack of clarity about who the brand serves best and why. Extensive user research alleviates much of this. Qualitative, attitudinal and behavioural research identifies which customers your concept will suit best and you’ll gain insight into what design processes will benefit the consumer.
When designing your model, your end user should be your primary concern so consider layout simplicity, colour schemes and the language you use. User research helps gather feedback to define your micro-copy and the direction that your copy takes.
“Qualitative research is the process of collecting, analyzing, and interpreting non-numerical data, such as language. [It] can be used to understand how an individual subjectively perceives and gives meaning to their social reality.”Dr. Saul Mcleod
Qualitative research is the collection and analysis of data through open-ended, conversational communication. Some forms of qualitative research are:-
- Focus Groups
- Ethnographic Observation
- Case Studies
These give you first-hand feedback about why and how your users make decisions. There are no numbers or figures involved which is why qualitative research often gets used before and during new product development.
“Attitudinal research involves assessment of users’ preconceived attitudes or feelings toward an experience. For example, this could involve asking a user why they like or dislike a feature on your site prior to using it.”Hannah Alvarez
Attitudinal research is more targeted qualitative research. It is the data gathered based on what people say about your brand. Users form opinions about what they read, see and experience so they form their own impressions and, based on positive opinions, foster a degree of loyalty towards your brand.
Concentrate on your target audience with knowledge gained through qualitative research results. Select audience members to test your product or service and gather focused feedback like streamlined interviews, focus groups and case studies from this.
Ask big questions:-
- How much would you be willing to pay?
- How often would you use this?
- Could you improve it?
- What benefits would it bring to your life?
Target future users to gain an attitudinal perspective. This enables you to define marketing decisions based on pricing, features and platforms, among others.
Launching Your Brand
With defined parameters established through qualitative research, you’ll have a clear perspective about your brand’s direction. A live launch can be daunting, and doubts tend to linger so intensify your research to minimise doubt. Knowledge breeds confidence so incorporate qualitative and attitudinal research, along with behavioural research, to identify what works best for your consumers.
“Behavioural research, like the name suggests, observes the behaviour of customers to come out with insights on how to improve the product or the presentation of the product for the customers.”Hitesh Bhasin
Attitudinal research involves what people say, and behavioural research targets what they do. What people perceive they do and what they actually do differs so observe how people USE your product or service. This allows a clearer perspective on how user-friendly your brand is. Conduct user tests and experiments to assess the usability of your brand, using these results to adjust or alter your product or service before your launch or during its early lifecycle.
Behavioural research bridges qualitative and quantitative research methods. You collect and analyse data through user testing, meaning you are incorporating quantitative research.
“Quantitative research is the process of collecting and analyzing numerical data. It can be used to find patterns and averages, make predictions, test causal relationships, and generalize results to wider populations.”Pritha Bhandari
Quantitative research is the collection of numerical, mathematical and statistical data from consumers. Results of quantitative research present as numerical data in graphs, tables or lists and these numbers and stats assist in building a brand. You can then target more specific audiences based on the results. Review updated statistics often to make informed, current decisions about your targeted users. What you research today may differ in a few months, so keep updated on what works and what doesn’t through quantitative research.
Forms of quantitative research include:
- A/B Testing
- Analytical data gathering and assessment
Figures and statistics talk so pay attention to them to grow your brand and drive conversions.
User Research and Content Marketing
The major role of a content marketer is to grow brands and drive conversions. After developmental research is complete and a brand is live, a content marketer makes ongoing use of user research to build that brand. Professionals utilise the research methods already mentioned to make informed decisions on how best to grow your brand. Content marketers display relatable levels of empathy and authenticity in their content to connect your with audiences which increases chances for conversions based on user feedback, analytical data and brand history.
Effective, persuasive and well-researched copy and content empowers a content marketer to use platforms and appropriate methods to build your brand. A professional content marketer’s expertise and knowledge of user research helps to market your brand.
Warren has been a freelance writing professional for nearly a decade. He runs the CopyFounder website and is a lover of the English language. His background in journalism, editing, copywriting, creative writing, content writing and marketing and an array of other fields has provided him with unique life experiences and an insight into numerous topics. Warren carries experience in writing and marketing for a variety of niches.
Warren is available for investigative, and other, journalism assignments and copywriting and content writing commissions. He can be contacted via his website.