Do want to go beyond the data to better understand people? To see how you can cross the bridge and empathy gap between your company and your customers.
As a business you should constantly be striving to improve your marketing efforts and understanding your audience is the best way to do that.
In this blog we’ll discuss 3 key factors that can help you begin to bridge the empathy gap with your consumers.
#1 – The Quantitative Imbalance
Market research has reached new heights as technology has advanced, meaning companies can get their hands on large amounts of data super easily. But qualitative research on the stuff that makes people think and feel has barely progressed at all.
So we’re going to challenge you to start really digging deep and finding what makes your audience click.
#2 – Get People Talking
If there’s one thing people love to do it’s talking. Talking about themselves and their opinion of things.
Things like surveys and interviews are a great way to discover how your consumers really feel, but it’s not quite that simple.
To really build that trust with your customer you have to spend the majority of the time asking about them and their personal experiences. Once they’re comfortable, that’s when you can start asking them what they think about your products/ services.
#3 – Structured Or Self-Guided Interviews?
If you are ready to take that step and interview your consumers, how do you think they should be conducted? Well really, it’s about finding the right balance of structured and self-guided interviews as each have their own benefits and limitations.
Structured Interviews – The questions are asked in a set order and the interviewer won’t stray from the topics or add any new questions.
+ Quick to conduct
+ Easy to compare results
– New questions cannot be asked impromptu
– Lack details thus quantitative data
Self-Guided Interviews – Contains open-ended questions that can be asked in any order with some questions being added or missed as the Interview progresses.
+ Questions can be adapted to the interviewee
+ Allows the respondent to talk in depth
– Time consuming
– Difficult to collate and catagorise the data
At Purpose Marketing we have years of experience when it comes to customer experience and bridging that empathy gap that so many businesses struggle to do. For more advice, don’t hesitate to get in touch with us or arrange a free no-obligation business review.