Map out every problem your product solves.
Posted: Sat Jan 18, 2025 6:52 am
But here‘s what I’ve learned: the goldmine of insights often starts right in your own backyard.
Before you spend resources on external research, mine your internal data first.
Here's my tried-and-tested internal research process.
Start with your existing audience's voice. I dig through:
Customer interviews, surveys, and polls — not just for general feedback, but specifically hunting for their exact language about problems and desired outcomes.
Social media conversations across platforms. Reddit and australia phone number material LinkedIn have been particularly rich sources for uncovering raw, unfiltered customer language for me.
Past marketing campaign data — what messages actually drove conversions?
Then, analyze your offer through your customers' eyes:
Review your existing customer personas (but don't let them limit your thinking).
Examine all your marketing materials for promises made and proof points used.
The game-changer for me? Looking at the gaps between what‘s working and what isn’t:
Heat maps and session recordings that show where people actually engage.
A/B test results that reveal which messages resonate.
Marketing analytics data that exposes disconnects between traffic and conversion.
This foundation of internal research is what helped me transform that struggling email campaign I mentioned earlier.
By understanding where our existing message was missing the mark, we could craft copy that actually spoke to our audience's true concerns.
Before you spend resources on external research, mine your internal data first.
Here's my tried-and-tested internal research process.
Start with your existing audience's voice. I dig through:
Customer interviews, surveys, and polls — not just for general feedback, but specifically hunting for their exact language about problems and desired outcomes.
Social media conversations across platforms. Reddit and australia phone number material LinkedIn have been particularly rich sources for uncovering raw, unfiltered customer language for me.
Past marketing campaign data — what messages actually drove conversions?
Then, analyze your offer through your customers' eyes:
Review your existing customer personas (but don't let them limit your thinking).
Examine all your marketing materials for promises made and proof points used.
The game-changer for me? Looking at the gaps between what‘s working and what isn’t:
Heat maps and session recordings that show where people actually engage.
A/B test results that reveal which messages resonate.
Marketing analytics data that exposes disconnects between traffic and conversion.
This foundation of internal research is what helped me transform that struggling email campaign I mentioned earlier.
By understanding where our existing message was missing the mark, we could craft copy that actually spoke to our audience's true concerns.