Understanding Audiences: The Difference between Market Research and User Research(And Why You Should Use Both)
Veronica BagnoleInsights Marketing Day 2017
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1. Current relationship
2. Market research
3. User research
4. Comparing the two
5. How we can work together
6. Questions
Agenda
● Focus groups● Surveys● Observation● Interviews● Data analysis● Secondary research● Experiments/Trials/Tests
Market Research
Research methods
● Focus groups● Surveys● Observation● Interviews● Data analysis● Secondary research● Experiments/Trials/Tests
User Research
● Focus on buyer habits, distribution channels, and demographics.
● Identify market segments and specific buyers.
● Customer’s ability to purchase a specific product.
● How they feel about your product or company.
Market Research
Personas
● Focus on the experience users have with your product, service or digital platform(s).
● The focus is usually on studying people’s behavioral patterns.
● Demographic information. might be less useful unless it is directly relevant to usability decisions.
User Research
● Who the customers are.
● Their interests.
● How the brand can fit in their lives.
● Customer feedback.
● The competition.
Market research focuses on...
● Driving business decisions.
● Informing marketing campaigns and messaging.
● Influencing branding and positioning
● Reducing risk.
● Spotting trends.
Outcomes
● Users’ desired outcomes and expectations.
● How users engage with the website.
● What the needs of the users are in the website.
● Make tasks easier to complete.
● Identify triggers & blockers.
User research focuses on...
● Understanding of how users engage with website
● Optimized website with increased ROI.
● Better user experience - happier customers.
● More conversions.
Outcomes
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Direction Detail
Image: StyleMePretty.com
Let’s talk buttons:
Small changes, big results:
● Color - Green, blue, orange, red
● Wording - “Get” and “Your”
● Length of button text
● Arrows → or ▶ or >
● Shading
● Shape - rectangle, rounded corners, etc.
● Copy around the button
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Image: 300Hours.com Image: 300Hours.com
Time Consuming Quick Turnaround
Image: Nielsen Norman Group
Market research and user
research shouldn’t compete with each other. They should
complement each other.
“Better digital solutions for people and planet.”
Mightybytes.com
Ecograder.com
SustainableWebDesign.org
Thanks!