Consumer research is a key component of a strong customer support strategy. It’s especially important for those who are unfamiliar with the culture and characteristics of their target demographic. Often, this happens when brands are aiming to capture foreign markets. However, once they do gain an idea of their customers’ preferences, they can share their findings with the bilingual call center that delivers their customer service.
The good news is that you may already be conducting online market research without even knowing it. The web is one of the easiest tools to use, and it’s also widely accessible. The bad news is that your research process may be disorganized.
If you want to keep track of your research activities, follow these tips for online customer research.
1. Use the right keywords.
As you conduct an online consumer research, make sure to choose the right keywords to find high-quality resources. Google, the world’s biggest search engine, has an advanced search tool that lets users narrow down their search. This way, they’ll easily find the most relevant web pages, documents, and reference materials.
2. Read blogs.
There are different types of blogs that you can use as references: those written by consumers themselves, review sites, and those maintained by other brands in the area you’re targeting. These blogs are great sources of personal insights from customers. Aside from the main articles in the blog, be sure to also check out the comment section that, oftentimes, contain insightful discussions and conversations about products, services, and brands.
3. Check out social media.
Social media websites like Twitter and Facebook allow customers to voice out their opinions. Thus, they often contain genuine conversations among consumers, and between consumers and brands. Therefore, you’ll find insights, opinions, and reviews from customers there. These websites also have a search function to make it easier for users to find the people and content they’re looking for.
4. Conduct surveys.
Online surveys are an effective way to gather consumer insights. Through questionnaires, you can get a direct response from your target market about their expectations and standards. Survey hosting websites also automatically collate your data for easier analysis.
5. Organize your data.
Without organized sets of data, you won’t be able to integrate your findings into your customer service and marketing plan. The main purpose of consumer research is to allow brands to understand their target customers, so be sure to look at your data carefully. Afterwards, brainstorm with your bilingual call center about the possible ways to transform the insights you gathered into business strategies.