Multi-channel user research (Bath & Bristol Marketing Network)
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Transcript of Multi-channel user research (Bath & Bristol Marketing Network)
BEHAVIOUR
TASKINTERACTION
INFLUENCEABILITY
CONVERSATIONENVIRONMENT
DEVICE
NATURAL, EASY & ACCESSIBLE
QUALITATIVE
DEPTH INTERVIEWSCONTEXTUAL ENQUIRYUSER-LED WORKSHOPS
CARD SORTINGUSER TESTING
THE DETAIL & NUANCE
QUANTITATIVE
SURVEYSUSABILITY STUDIES
SITE MAP VALIDATIONA/B TESTINGANALYTICS
THE STATISTICAL SIGNIFICANCE
SOCIAL MEDIA LISTENING
COLD & WARMORGANIC
WIDE REACHINGSENTIMENT & ASSOCIATION
EQUITY & COMPETITION
THE WARTS-N-ALL VIEW
CREATE RELEVANT, OPTIMISED CONTENT
TOOLS & GUIDELINES FOR:CONTENT PLANNING
CONTENT PRODUCTIONCAMPAIGN / MARKETING
TONE-OF-VOICE
IT’S A LIVING, BREATHING THING!
Another show of hands:Who regularly plans and produces
content prioritised by audience (persona) need?
OTHER BENEFITS TO BUSINESS
ONE COMBINED WORKSTREAM(AVOIDS STAKEHOLDER FATIGUE!)
INTELLECTUAL CONTINUITY & COHERENCEDIGITAL-FIRST BRAND EXPERIENCE
OBJECTIVE EXTERNAL RESEARCHVS
SUBJECTIVE INTERNAL OPINION
...the evidence that helps redefine your:
PLACE IN THE MARKETBRAND EQUITYPROPOSITIONMESSAGINGINVESTMENT
“Brand is not what you say it is. It’s what they say it is” Marty Neumeier
Image source: Isotomasaltans
SO STAY WISE TO YOUR USERS!