What’s Yours Is Mined: How to Conduct Useful Customer Research

Can you tell the difference between genuine diamonds and worthless cubic zirconia? Unless you’re a certified gemologist, I’m betting you can’t tell me. Now for the segue of the century: doing voice of customer research leads to the exact same problem. Even when you go through the effort of digging up all the rocks, it’s hard to sift the real gems from the glittery trash. Unless you’re an expert, that is. This week on Marketing Is Broken, we welcome Jen Havice, customer research expert, messaging strategist and author of “Finding the Right Message.” Jen will tell us how to start collecting and analyzing customer research that genuinely improves your marketing message-mining — and how to avoid cubic zirconia, red herrings, false flags, and mixed metaphors.

Welcome back to Marketing Is Broken, the weekly talk show that’s neatly sidestepping the quagmire of ethical issues around diamond mining in order to keep it light.

Today I’m chatting with Jen Havice, a conversion copywriter who specializes in messaging. No, not that kind of messaging — the kind where you ask your customers meaningful questions, then use their answers to shape the way you present your product.

This isn’t the first time you’ve heard “talk to your customers.” And it’s probably not the first time you’ve said it, either. Customer research is the “Emperor’s New Clothes” of marketing: we’re all pretending we’re doing a great job, but in reality… our a** is hanging out.

So what does genuinely useful voice of customer research LOOK like? Why is it the backbone of more effective marketing? And HOW can you separate the useful nuggets from the Denver Nuggets?

Jen will explain the different types of customer research — because of course, nothing in marketing can just be simple. She’ll also share how to glean valuable insights from your prospects and customers — without bothering them, creeping them out, or waiting so long for the C-suite’s approval that your customers pass on to the next life.

Watch the episode to hear Jen answer these questions:

  • Why do so many companies pay lip service to the idea of customer research, but fail to actually invest time and money in it?
  • Are there different kinds of customer research? What’s your preferred method?
  • If my company has a limited budget for research, how do we get the most bang for our buck?

I think it’s clear now that we all need to ask not what our customers can do for us, but what we can ask our customers… or something like that. So leave us a comment answering the question: What’s most important to you in a weekly marketing show?

Author: Josh Braaten

CEO - Brandish Insights

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