The Technique That Will Have You Understanding Your Customers
Searching for insight? Maybe you should be looking at search.
While there’s no substitute for hearing directly from your customers, we often overlook the fact that those people are already telling us things through the searches they do every day. So even if you don’t have focus groups planned, or time to run a survey, you can always get a window into the mind of your audience through a quick look at their search habits.
Let’s take a look at how this works. In one case, a vitamin and supplements client we were consulting for wanted to know what they should be including in the design for the web page of a new product. To get the insight we needed, we used search tools to find that most people were looking for some form of education (which is not too surprising). Another cluster of searches, however, sought information comparing this one supplement to specific other ones. By looking at the search data, it became clear that the consumer might consider this new product as an alternative to, or replacement of another, and would want to compare the two supplements side-by-side (eye-opening).
There are lots of ways that search can be a window into the customer. Are you interested in learning more?
Get in touch.