Knowing exactly what makes someone choose to do business with you and not one of your competitors is the most valuable marketing information you can possibly have. Yet even professional marketers often leave it to guesswork and make assumptions about what attracts their customers – and they can be very wide of the mark.
But at Pinnacle&Co., we do things differently – we don’t leave things up to chance. When we start working with a new client, one of the first things we do is find out exactly what makes their customers sign on the dotted line. In other words, understanding your customer’s motivations is part of our Formula For Success.
Reading minds eliminates guesswork from your marketing and advertising
Making assumptions about customers is easy, especially when you think it’s obvious why people want to buy from you. But time and time again, when we challenge assumptions and look deeper into what actually motivates their customers, we’ve been able to absolutely transform a client’s business.
Reading minds starts with asking the right questions
The key is starting with a blank sheet of paper and listening. Doctors have a saying, ‘the patient will tell you the diagnosis,’ and marketing is the same. If you ask intelligent questions and listen carefully to the answers, it’s amazing what you’ll learn about what’s going on inside your customer’s head. This is Qualitative Research.
How Qualitative Research makes a difference
As part of our strategic development process, we’ll conduct one-to-one interviews with your customers and other important stakeholders in your business. The skill is asking the right questions that let us zero in on exactly what makes people buy from you (it might not be what you think!), spot potential for adding value, and identify any other factors that influence their buying behaviour.
Alongside finding out what makes your customers buy, we will also identify other important factors that will help us develop an unbeatable advertising and marketing plan for your business.
- Demographics – your customers by the numbers: age, gender, income, and more…
- Psychographics – what they think and why (spoiler alert: age has a huge impact on this!)
- Customer personas – a pen portrait of your best customer types
- Competition analysis – what you competition is doing to attract the customers you want
- Value proposition – how your business best aligns with the needs of your target customers
With the results of our research and strategic thinking in hand, you’ll have an immediate competitive advantage over 99% of your competitors.
Qualitative Research isn’t just for big companies
We can quickly and cost-effectively survey people in your customer audience to give you valuable insights into their thinking. Even single owner/operators get super benefits from reading the minds of their customers – you can hone your products and services to maximise your profitability.
Plan to succeed
When we have an accurate picture of what’s going on in your customer’s minds we can move forward and develop a communications plan that will generate an exceptional response.
This process we follow is known as the Path to Purchase because it considers every step a customer takes on their journey towards making a purchase – whether it’s a quick decision, like where to go for dinner, or a decision that might take months or even years, like building a house.
It’s our aim for our clients to be there at each point along their journey, reminding them why it’s you who has what they want, so that when they’re ready to buy, it’s you they call.
That’s why consistency in communications is another intrinsic element of our Formula For Success.
Awaken your superpower now
To find out more about using Pinnacle&Co. qualitative research to read the minds of your customers and transform your business, get in touch with us today.