Marketing research for a brand should always begin with the consumer. There are plenty of research options to choose from but a quick, cost-effective and informative choice is to put yourself in your customers’ shoes with a spot of mystery shopping.
It takes just a few minutes to do and you can even ask your Mum to help (yes, literally, they actually rather enjoy this little project we’ve found).
A recently acquired client was both shocked, delighted and dumbstruck with the results we revealed from a very small sample of only ten calls. Try it, it may be the most revealing and enlightening ten minutes you spend at work today:
- Write out a sales enquiry scenario, choose a made-up business name (and sector), and detail exactly what you expect to receive in terms of information/advice.
- Pose as a customer and make a telephone enquiry or visit one of your outlets (depending on product, naturally). Be prepared to respond to random questions naturally, if you don’t know (or have) an answer, ask for their advice/help.
- First of all, note the level engagement of the response (answering with a smile, giving their name etc.).
- Look for opportunities taken to capture your data (and note those missed, especially position in company, email address and direct line telephone – frequent casualties!).
- Note any cross-selling opportunities raised or missed.
- Evaluate and feedback to your team.
This simple exercise can reveal some profound insights and because it’s low-cost and only needs a short amount of time from a small team, it’s something you can repeat regularly – make it a feature on your marketing plan.
