3 Tiers of Customer Research: A Roadmap to Reach Ideal Customers

    ustomer Research
    3 Tiers of Customer Research A Roadmap to Reach Ideal Customers

    Identifying the customer segments, needs, and behaviors focuses on the identification of ideal customers of a specific market to meet the opportunities for business growth.

    The path to success for every B2B business is the result of a product team that is fueled by amazing customer research. This research requires a detailed study of market size, ideal customer needs, and trends to perform well in the industry. There are two approaches that marketers use for good customer research — the pinata approach and the Sherlock Holmes approach. The base of the pinata approach relates to non-realistic choices and solutions and not the insights from the customer research that guided it whereas the Sherlock Holmes approach is about accessing the market, customers, and competitors that avail better opportunities for product market fit.

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    Macro Level

    Market size, market segmentation, and industry developments are the main concerns of marketers at this macro level. To create market research and estimate market size, marketers take the help of Google assistance.  B2B marketers then estimate the market size from the bottom up, to determine what is the most likely target size for their product. Following that, enterprises check to see if the competition has publicly disclosed their pricing on the website. Finally, marketers choose to subscribe to the leading industry blogs and newsletters to stay up to date on the latest market trends. Market segmentation is another technique to measure market size. Brands make a list of parameters categorizing the market into different segments and selecting the ideal market to target the audience. In the search for market size and determining the specific market segment, businesses must accompany their strategies with the current trends within the market.

    Meso Level

    The acknowledgment of specific user personas is part of the meso level of research. Basically, this level specifies the difference between the buyers and users. In B2B, buyers and users are not always the same. It is important to learn who will be the customer and who will use it. To learn about the needs, vocabulary, and pain points of the user communities on LinkedIn, Slack, and Reddit, companies browse ideal customers’ social profiles. By gathering such data, the company can create a profile of its target audience, utilizing the system to segment their competition and conduct user research on them. To gain in-depth product insights, brands use product descriptions, demo videos, and press releases of competitors to distinguish their products from competitors. The comparison is performed by analyzing brand value and its competitor’s value proposition.

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    Micro Level

    The micro level includes information collected from conferences, surveys, and interviews, in order to obtain significant insights to support brand product proposals. Only the feedback from the customers about brand goods may be trusted.

    Engaging ideal customers in polite conversation gives them a reason to believe that the brand is truly interested in their opinions.

    It employs surveys, when possible, to get information about the needs of the customer.  The conversation between the customers and end users helps businesses to understand what solutions customers are looking for. The data collected from these interviews has strong information that businesses can use to extract qualitative data communicating insights and stories from the target audience.

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