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How to create research-led content

 - 01/07/2016

The team at Tungtree are big believers in talking about the issues our clients’ customers will find interesting. To gain people’s interest and make them want to find out more, you need to be able to help them solve a problem they’re having, or have some new and interesting information for them.

A classic way of gaining this insight is via research. And while once you may have been beholden to expensive research agencies, there are now many more options available. We use a broad range of research options depending on what we want to achieve for our clients.

Bespoke telephone research : We frequently use this to reach very senior audiences to get their in-depth views on a topic we’re investigating. This provides rich insight into the areas we’re investigating, as the interviewers can work their way through a questionnaire that really drills down into issues and challenges a target audience is facing.

Omnibus research : When we’re targeting the views of a broader cross-section of business leaders, we’re fans of a B2B omnibus. This is a much quicker turnaround than bespoke telephone research as the questions are answered online by a pre-existing research panel. Results can be back in a matter of days if you’re looking to capitalise on a topical issue. If you want to survey the general population (as opposed to those in business) there is also an omnibus that delivers results the next day.

SurveyMonkey : Do you have your own large database of contacts that you’d like to survey? If so, SurveyMonkey may be for you. You can create your own online survey and watch as the results come in. SurveyMonkey offers ten questions for free and the paid packages allow sophisticated questions that can feed different responses through different question pathways.

If you don’t have your own database but have an enthusiastic community on social media, you can share the link via the relevant social media platforms. To encourage people to respond, you can incentivise them with some kind of prize or voucher and this can also be a good way of gathering people’s information.

Google Consumer Surveys : If you want to survey a particular audience, but don’t have the budget for bespoke research, Google Surveys can be a good option. You can target respondents from different countries and with different demographics. You can also use a screening question to get just the right people. So you want to survey people living in Australia who have thrown prawns on the BBQ in the past six months? Google Consumer Surveys could be the tool to help you do this.

Once you know what you want to ask, you simply set up the survey and Google runs a test and comes back to you with how much it will cost you per response, so you can choose how many responses you’d like and Google guarantees to deliver them to you. Pretty nifty stuff.

Of course gaining the insight is only part of the task. What you do with it next is another story entirely …and a topic for a different blog.

If you’re a bit stuck on how to produce content that your audience wants to read, but that also helps your business. Get in touch; we can help