Conducting market research is a key component of marketing.
Without an empathetic understanding of who you are marketing to, the world they live in, and what they care about, your efforts can easily miss the mark. But getting to know your customers first-hand can be tricky.
Several years ago, I advised a client to use an odd technique to help them learn more about those who used their software program. It wasn’t a traditional quantitative approach to research. It broke many of the traditional laws of market research because it was subjective and lacked true objectivity.
My advice was to invite their existing customers bowling in several cities. Bowling with customers – a chance to learn about your target audience.
Yup. Bowling. Bowling for insights.
Striking Up a Conversation
The idea was simple. What happens when members of your team get to hang out in the real world with clients? You meet in a neutral and non-threatening environment without an agenda but to get to know one another. The research wasn’t watching customers bowl – this was hanging out with clients trying to do the 7-10 split.
Up My Alley
- We got a chance to see customers as real people – not numbers, not revenue per click, but people.
- Through the natural flow of conversation, we got to hear them talk about our product (software apps/online service) without it being a forced discussion.
- Customers shared frustrations and passions about our products and services.
- We identified several opportunities and gaps in how we do business.
- At a modest cost, we could do this in the field research in five cities over a few weeks and gather some rich learning.
Whether it’s bowling, hanging at a winery or brewery or playing ping pong – market research can include a casual, lifestyle format for meeting customers. The research isn’t watching customers “in the wild” like P&G would do visiting family’s kitchens and watching them use products to clean a kitchen. But it does allow engineers, new product managers, and management a chance to rub shoulders with the people who pay their salaries.
Learning about your customer’s by playing together isn’t something to do in your spare time. It is real work that can provide rich benefits.
Could you use some non-traditional thinking about understanding your customers or clients? Let’s bowl? Or text me at 919 720 0995 or at jeffslater@themarketingsage.com
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