There are few budget items that test the patience of marketers and shareholders alike the way that marketing research does. It takes more time than most people would like, and it can also be an expensive proposition when large-scale forms or surveys are involved.

Yet this research is paramount to success for any type of marketing. Email campaigns that are personalized based on buyer persona research have 10% better conversion rates than those that aren’t.

Luckily for marketers today, social media networks and crowdsourcing applications have made it easier than ever before for consumers to voice their opinion. Marketing research is the perfect task for crowdsourcing, since online channels are so open for customer feedback and input.

Guidelines to Successfully Crowdsource Marketing Research

Here are three tips that you can use to apply the principles of crowdsourcing to marketing research successfully:

  • Clearly define your outcome

    There are several different ways you can go when it comes to market research. Do you want to get general information about a specific group of people? Or are you looking for more quantitative information that can help you answer a specific question. Maybe you want data points that can be used in a more complex, long-term forecast. Whatever the case may be, it’s important that you know the outcome you are looking for before you get started.

  • Build a clear, accurate survey

    Even though you’re crowdsourcing your marketing research, you still want to think the way that a researcher or engineer would. Your questions or surveys need to be accurate and unbiased so that they can provide the best quality data that will give you help with your marketing efforts. There are a number of resources available to help you with this, such as Alert! Magazine by the Marketing Research Association.

  • Use what you already have

    Most marketers make one significant mistake when they go to conduct buyer persona research: they underestimate exactly how connected they are to their target audience. You can use commercial crowdsourcing companies to help with your buyer persona research, such as CrowdTap, but it’s important to remember that these resources usually have out-of-pocket costs involved. You also run the risk of finding “serial” participants who continuously partake in these surveys to earn the incentives offered.

The Keys to Crowdsourced Marketing Research

No matter what type of information you’re looking to gather, you’ll find that people both inside and outside of your circle are more than willing to help. The challenge of marketing research, especially when it comes to crowdsourcing, is making sure that you present this research in the right format so that your participants can give you the information that you need.

By understanding what you need to gain from your marketing research, creating an accurate survey that people find easy to complete, and leveraging the relationships that you already have with your prospects, you can do a much better job of defining a razor-sharp buyer persona that helps increase the success of your marketing activity.


By: Ryan Campbell

Helping businesses adjust their planning for today’s quick moving fragmented world.

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Helping businesses adjust their planning for today's quick moving fragmented world.