Research leads to knowledge which allows you to make better informed decision
For over 18 years we have conducted research on behalf of clients to find out information on customers, competitors, products and services, pricing and digital investigations.
Keyword Research – Giving Your Web Activities Direction
Keyword Research – Why Its Critical
If you are looking for customers to find your website but don’t know or if you are looking to build a website but don’t know
- What search terms your customers are using
- How many people are searching for that term
- Whether or not the search term has any commercial value
Keyword Research allows you to identify
- The high volume search terms that are being used in search
- The long tail keywords i.e. those words (or strings of words that are searched for) e.g.
- Television – a high volume word (but possibly pretty useless on its own)
- Television LCD 42inch – will be searched for allot less (i.e. long tail) but there is a better chance that the person searching for this term is likely to be taking some form of action
- The commercial intent i.e. is there a likely hood that the person searching for the word will eventually purchase
- Which words you can win on from a search perspective and how much effort would be required to get a number one position
- When you need to complete additional activities outside of keyword optimisation to get visitors to your website
Customer Research: No Customers = No Business
It’s a harsh fact, we might think that we have the best product or service in the world, but if people don’t want to buy it, we don’t have a business.
Therefore it makes perfect sense to understand the issues of value and importance to a prospective customer. We have a number of well proven techniques and approaches that can provide significant customer insight and help in the identification and targeting of customers.
Important Points About Customers
1. Not everyone will want to buy your product or service
2. Depending upon the complexity of your product or service it may take some time before a prospective customer is able to take action and purchase.
3. Some customers will purchase earlier than others
4. Emotional behaviour plays a significant role in the purchasing process
The fact that all customers are different, yet groups of them can be shown to behave in a similar way because of their motivations, needs or values. The process of identifying these groups is called segmentation.
Segmentation is generally based upon some combination of
• What is purchased (quantity, frequency, format, etc)
• Who buys (the type of person)
• The reasons for buying (motivation)
Understanding your customer segments is a critical activity because each segment may require a different approach to sell them the same product.
The following approach may help you identify your customer segments
• Can each segment be clearly described
• Is each segment distinctly different
• Is each segment large enough to generate sufficient business
The ability to identify and then target specific customer segments where it is known that these segments have a requirement to purchase your product or service is a critical marketing role.
Competitor Research – Would You Like To Know How They Perform
Make informed business decisions through improved business knowledge
Would you benefit from knowing how your competitors actually perform as opposed to using anecdotal evidence?
Would knowledge of competitors
• Pricing – how much will they charge as opposed to the price they publish
• Delivery – how long will it take them to supply
• Availability – when are they able to start
• Sales process – how do they respond to a sales enquiry and do they follow the enquiry up
• Quality – just how good is the product or service provided
• Capacity – how much can they do, how much work do they need coming in just to stand still
• Capability – how capable are they of dealing with unusual requests, do they have a wide skill base in house
• Future plans – what are they looking for growth, consolidation or exit