All too often, marketers plan in a vacuum, leaning on what they know or think they know about their customers. And, the result is the same year after year after year. Even if they have traditional research as backup, these methods may lead marketers to a dead end.
Why? Customers are hesitant to share what’s really on their minds (what they believe and value) unless, of course, they’re deeply dissatisfied.
Responses to traditional market research, such as focus groups and interviews, often live in the “polite zone.” Humans won’t share their deepest thoughts with strangers. And focus group leaders or alpha participants steer conversations down a preferred path, bypassing real truths. Same goes for surveys — bias is inherently built into questions.
Here’s where MAP insights stand out from traditional research:
- Millions of Data Points: Machine learning and AI tools collect millions of unfiltered data points on any category, brand or topic. These data sets are far larger and more complete than smaller traditional sample-sizes.
- Deeper Discussions: While MAP research does include social media content, it digs deeper into topical sites, industry message boards and forums, ratings and reviews, and even videos and images. To build a complete understanding, we’re going where your audience takes us with the most relevant and meaningful discussions.
- Quantifiable Results: Unstructured data is hard to wrap into actionable goals and objectives. MAP research distills qualitative data into quantitative insights you need to make smarter decisions.
The result is understanding your customers more deeply than ever. Your strategy may have to pivot based on data. But now would be the best time to do it—before you spend a single dollar of your marketing budget on campaigns that won’t work.