While Qualtrics is a powerful research tool, there are several others that are much more affordable and can also yield good results, if used correctly. Because we have access to academic researchers who already had Qualtrics accounts at their university, the cost to ClearVoice was zero - another reason you should reach out to academic researchers for your next big data collection project. We chose to use Qualtrics, perhaps the most powerful (and expensive) survey solutions out there. Here’s how we’ve gone about the actual survey process to collect our data: Tools we used in surveying marketers In an effort to find how marketers are using customer journey maps, and to propose ways for improving these customer journey maps, we’ve surveyed over 70 professional marketers to get their input. With this map, you’ll have a better understanding of how your customer is currently engaging with you, and in what ways you should sculpt that engagement path so you have more happy customers. The customer journey map, as we discuss in more detail in the next section, is an important element of any marketing campaign. Collecting research data on the customer journey Chances are they’ll want to be a part of it and will give you substantial resources towards creating your own marketing best practices. So, next time you want to do cutting-edge research, I encourage you to look up the directory of researchers at your local university and let them know what you’re working on. How much has ClearVoice needed to pay for this expert help? Nothing. ![]() These bright minds in academia have contributed over a dozen hours to ensure the questions being asked, the survey instrument, and the process for analyzing the data in this project are rigorous. In keeping with this advice, we have worked with world-renowned marketing professors at Pennsylvania State University and the University of Virginia on this project. Additionally, each of these students is working with world-renowned professors that are also hungry to complete new research projects that will help feed their prestigious persona and earn them a higher position on the ivory tower. To get jobs, these students need access to data and research projects from industry professionals such as yourself. Each of these graduate students is required to take numerous courses that focus on survey design and deep data analysis. Pennsylvania State University, where I research and study, has thousands of graduate students all looking to make a name for themselves in the world of research. hopeful, I’ve seen the inner workings of one of the leading research universities in the world. The first tip we’d like to impart, as you think about collecting and analyzing your own original data to build your own set of marketing best practices, is this: leverage the hunger of academics!Īs I am a current marketing Ph.D. Working with academia: Pennsylvania State University and University of Virginia Perhaps more importantly though, these articles also reveal techniques that we’ve used to find these unique insights: methods around collecting data, tips on tools we’ve used, and know-how encompassing data analysis. ![]() This article, and those to follow, present data on some interesting points that help make up a set of best practices for marketers. ![]() That common predicament is the reason for this week’s series of articles focused on helping marketers become more empowered to bust out of the echo chamber, finding and leveraging data that speaks to the true story of what they are currently doing and what they should be doing. We are so busy creating content, generating leads, or putting out the proverbial fire, that we often don’t take time to look around and get an accurate sense of the market. This article, and others this week, illustrate how you can collect and use data to escape the echo chamber of marketing.Īnyone who has been in marketing long can attest to the echo chamber we often work in. As marketers, we are so busy creating content, generating leads, or putting out the proverbial fire, that we don’t take time to look around and get a sense of the market.
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