Reasons to use Research

We recently launched our Juntos Marketing podcast. In this first episode, we delve into the world of research, uncovering key insights, information, and tips to anyone looking for answers about their business or workplace. 

Joanne Pillai, our Senior Researcher at Juntos Marketing (and at our wholly owned research branch, Leapfrog Research) – leads the rich and interesting conversation. You can listen to or watch the full episode, or keep reading for our highlights…   

About Jo.

Joanne has been working in the research field for over 20 years, with experience across industries including Education, the Arts, FMCG and other businesses. Some of the accounts she has had the pleasure of working with include Lego, Moir Group, Kineo, and New Zealand Trade and Enterprise (NZTE). What she loves most about her job is the variety of topics and work undertaken – she says “there is always something new to help our clients discover more about their brands, products and services.” She joined the Leapfrog Research team in May 2021.

Podcast Highlights.

What are some common reasons we get approached for research?

• To understand customer demographics, behaviours and beliefs
• To measure the success of one or many marketing campaigns
• To understand the awareness, perception or recall of your brand
• To measure changes in behaviour over a wide range of time periods
• To understand the barriers to people using particular products and services – especially topical with public health initiatives

Who is often asking for research?

The majority of people who approach us for research are from research or insights roles within their organisation. Otherwise, we answer questions for Marketing Managers, Business Advisors, Product Managers, CFOs, Directors, and Customer Service Managers.

Communication is key

Because research can span such a wide variety of roles and industries, communication between the researcher and the client is of the utmost importance. Although we are experts in research, we always recognise how important the clients’ understanding and input is. 

Finding the most effective approach

Our research is customised to the research needs of our clients. Before starting with any clients, there are first a number of questions that need to be addressed.

They are essential to discover, understand and refine your research needs: 

• What is the research trying to achieve?
• How accessible is the target market? 
• What are the timing constraints?
• Do the results need to be delivered to make a decision?
• What is the budget and what will that budget allow us to do in order to best reach those research aims?
• What will the research be used for? Is it integral to the business?

Based on your answers, a good researcher will then guide you to the right solution that fits your research needs and your budget. 

The Budget, Time & Quality trade-off

In research, there are inherent compromises. Whether you have 5k, 20k or more, there is research for you. However, it is about using money and time as effectively as possible. For example, if you have a hard to reach audience, it is going to take a lot of time and budget to get quality. This means that you have to hone in and focus on the important question that needs to be answered. After all, there is no point in spending money unless you get something useful. 

How do you access people to participate in research?

Research has changed over the years. In the early research days, it was easier to access the public for research. You may remember the calls to your home phone, or the knocks at your front door, for example. People are busier and harder to reach now. The way we live has changed and, as a result, so has the way we do research. Instead, we have people who have opted-in to paid research panels online who we are able to easily access based on the target audience. 

How do you access even harder to reach audiences that might not exist on these online platforms?

There is a growing understanding that research needs to include a much wider diversity of participants. This can challenge accepted norms. When embraced, your research outcomes are more representative of everyone in the community, not just selected groups. Ultimately, this means that research recommendations are more inclusive and more likely to lead to success.

Final Word – Thank You!

Thank you so much for reading the highlights of this episode of the Marketing For Good podcast. If you had any questions about undertaking research, budgets, or what kind of research is right for your organisation, we hope we answered them. And if you find we missed something, drop us a line!

Are you looking to kick start your business or project? Research, or a brand, campaign or content refresh could be your answer. Let’s chat, we would be happy to help you and your organisation grow your purpose, and start your journey towards Marketing for Good.