#DSDC15 | @purnavirji
Get All Up in That Business
Collecting Qualitative Data for Smarter Marketing + CRO
Purna VirjiSenior Bing Ads Client Dev. & Training
Manager, Microsoft
@purnavirji #StateofSearch | @dfwsem
Avocado margeritas.
#DFWSEM
The food. ‘nuff said.
Nicest people. Ever.
Cowboys.It’s beautiful.
@purnavirji #StateofSearch | @dfwsem
6m 6m 6m
@purnavirji
Purna VirjiSenior Client Dev. & Training ManagerBing Ads, Microsoft
@purnavirji #StateofSearch | @dfwsem
Reading Minds vs. Regular Data
Satya NadellaCEO, Microsoft
The true scarce commodity is increasingly human attention.
@purnavirji #StateofSearch | @dfwsem
Reading Minds vs. Regular Data
Our marketing efforts need to resemble
one-on-one conversations.
@purnavirji #StateofSearch | @dfwsem
Reading Minds vs. Regular Data
We need to understand our customers very, very, very well.
@purnavirji #StateofSearch | @dfwsem
Today we’re talking about
Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Uses of Q-Data
@purnavirji #StateofSearch | @dfwsem
Qualitative Data is powerful because…It answers the why behind the what.
Reading Minds vs. Regular Data
@purnavirji #StateofSearch | @dfwsem
Today we’re talking about
Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Uses of Q-Data
@purnavirji #StateofSearch | @dfwsem
Insights we can get
Reading Minds vs. Regular Data
Purchase Motivations
Purchase Funnel
Experience
Barriers to Conversion
@purnavirji #StateofSearch | @dfwsem
1. Purchase motivations
Value of Q-Data
Goal: Understand audience + better frame purchase triggers
@purnavirji #StateofSearch | @dfwsem
2. Purchase funnel experience
Value of Q-Data
Goal: Learn what it takes to close the sale
@purnavirji #StateofSearch | @dfwsem
If there was one thing
they would change, what would it be?
Value of Q-Data
@purnavirji #StateofSearch | @dfwsem
3. Barriers to conversions
Goal: Identify + overcome friction areas
Value of Q-Data
@purnavirji #StateofSearch | @dfwsem
Did they find everything they were looking for?
Value of Q-Data
@purnavirji #StateofSearch | @dfwsem
Use these as the basis to form additional Qs.
Note:
Value of Q-Data
@purnavirji #StateofSearch | @dfwsem
Today we’re talking about
Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Uses of Q-Data
@purnavirji #StateofSearch | @dfwsem
Go through the full funneldesktop + mobile
Collecting Q-Data
1. Be the consumer
@purnavirji #StateofSearch | @dfwsem
Read reviews + scope competition
Collecting Q-Data
1. Be the consumer
@purnavirji #StateofSearch | @dfwsem
Record reactions + thoughts
Collecting Q-Data
1. Be the consumer
@purnavirji #StateofSearch | @dfwsem
Tools:
Image Source:http://communicatebetterblog.com/wp-content/uploads/2014/03/grand-budapest-concierge.jpg
Collecting Q-Data
1. Be the consumer
@purnavirji #StateofSearch | @dfwsem
2. Ask the sales reps
Sales team
Collecting Q-Data
Customer service
Reach out to top performers:
@purnavirji #StateofSearch | @dfwsem
2. Ask the sales reps
Collecting Q-Data
Feedback on marketing messaging
@purnavirji #StateofSearch | @dfwsem
What gets people excited?
2. Ask the sales reps
Collecting Q-Data
@purnavirji #StateofSearch | @dfwsem
What helps them close the sale?
2. Ask the sales reps
Collecting Q-Data
@purnavirji #StateofSearch | @dfwsem
Common complaints or confusion areas?
2. Ask the sales reps
Collecting Q-Data
@purnavirji #StateofSearch | @dfwsem
Common objections?Easiest objections to overcome?
2. Ask the sales reps
Collecting Q-Data
@purnavirji #StateofSearch | @dfwsem
Qualify what’s “common”Get significant numbers
2. Ask the sales reps
Collecting Q-Data
Be careful:
@purnavirji #StateofSearch | @dfwsem
Resource-heavier:
Collecting Q-Data
(and practically always worth it!)
@purnavirji #StateofSearch | @dfwsem
3. Surveys
Why they bought?
Collecting Q-Data
What they like?
Identify segments to poll
Active customers:
@purnavirji #StateofSearch | @dfwsem
3. Surveys
Why didn’t they convert?
Collecting Q-Data
What they plan to do next?
Identify segments to poll
Visitors who did not convert:
@purnavirji #StateofSearch | @dfwsem
3. Surveys
General feedback while on the site
Collecting Q-Data
Identify segments to poll
Site visitors:
@purnavirji #StateofSearch | @dfwsem
3. Surveys
Collecting Q-Data
Frame questions well
No leading or yes/no QsOpen-ended Qs work best
@purnavirji #StateofSearch | @dfwsem
3. Surveys
http://bit.ly/good_Qs
Collecting Q-Data
Great slidedeck from @StephBeadell
@purnavirji #StateofSearch | @dfwsem
Tools I’ve used:
3. Surveys
Collecting Q-Data
SurveyMonkey4QQualaroo
@purnavirji #StateofSearch | @dfwsem
4. Usability studies
Ask testers to find your product
Collecting Q-Data
@purnavirji #StateofSearch | @dfwsem
4. Usability studies
Have them walk through full path + visit the competition
Collecting Q-Data
@purnavirji #StateofSearch | @dfwsem
4. Usability studies
Collecting Q-Data
Gather reactions
Ad/landing pagePurchase experienceExpectations vs. reality?Competitor experience
@purnavirji #StateofSearch | @dfwsem
4. Usability studies
Collecting Q-Data
Excellent user testing script sample:From Steve Krughttp://bit.ly/ux_script
@purnavirji #StateofSearch | @dfwsem
4. Usability studies
UserTesting.com
Collecting Q-Data
Tool I’ve used:
@purnavirji #StateofSearch | @dfwsem
Today we’re talking about
Reading Minds vs. Regular Data Value of Q-Data Collecting Q-Data Uses of Q-Data
@purnavirji #StateofSearch | @dfwsem
Identify standouts
Top objections: How to address
Uses of Q-Data
@purnavirji #StateofSearch | @dfwsem
Identify standouts
Top purchase triggers: How to play them up?
Uses of Q-Data
@purnavirji #StateofSearch | @dfwsem
Identify standouts
How much info is consumed: Ideate layout
Uses of Q-Data
@purnavirji #StateofSearch | @dfwsem
Collecting Q-Data
Prioritize testing opportunities:Test cost and opp. cost Potential impact
Plan tests
@purnavirji #StateofSearch | @dfwsem
More-targeted ad copy
Think purchase triggers + barriers
Remarketing
@purnavirji #StateofSearch | @dfwsem
Remarketing
Helps you avoid the Creepiness FactorSave money and avoid looking like a stalker.
@purnavirji #StateofSearch | @dfwsem
Key Takeaways1. Understand what you need to
understand
2. Get the right answers
3. Create more powerful hypotheses
4. Implement cross-channel