It’s pretty difficult to get excited about research, right? It’s not exactly the most flashy subject and I don’t really know any kids who dream of doing customer research when they grow up.
In this post, I’ll explain why customer research is crucial, and how you can get started with this practice.
I was recently trying to learn how social media marketers spend their day. I had some assumptions about how much time content creation, social media engagement and other tasks would take, based on all my (many) interactions with people in this role.
Of course, it turns out I was dead wrong about my assumptions, even though I have lots of experience speaking with social marketers.
How to do Research
So, you’ve made it this far – time to get started with some research!
There are lots of ways to go about this, but we generally use a five-step process.
- Irrespective of the method, what’s most important is questioning the right people. Make every effort to be very careful when selecting the target group who’ll be giving you feedback.
- The one big tip for this step is looking out for your personal biases. We generally look to disprove our assumptions instead of validating them (i.e. conduct interviews/surveys with an eye to prove yourself wrong – if you’re not wrong, it’ll be really clear to see).
It can feel a little intimidating getting started, but customer research is not anywhere near as complicated as it seems. If you adopt the right approach, you’ll quickly close the gap between what you know and what you think you know.
Over to You
This is how we do research at Buffer, but it would be great to learn how you do customer research at your company.
Do you use different methods? How long does research generally take for you? How often do you do it?
I’d love to hear more in the comments below!
Photo by Geraldine Lewa