Primary research (continued)
Watching people and how they do something, or how they use a product, is a cost effective approach to research. For example, you could purchase a product from a competitor's site to observe the purchase process.
Many tools can be used for online analysis, such as:
- Web analytics generated through your website dashboard
- Email analysis - email behaviours of customers who show their preferences for certain types of information based on those emails they read and click into for more information
- Search query analysis - use keyword planner tools to see which companies, brands or products have a high number of search queries.
Competitors are a great source of information. Like any business they will market their offerings in the public space. This gives you an opportunity to look closely at what your competitors are doing and to conduct inexpensive market analysis. The easiest way to conduct competitive analysis is to spend a day online looking for businesses that sell similar products or services, reading their websites, product descriptions and pricing. You can then speak with customers who purchase from your competitors and ask questions to find out more information that you couldn't find online.
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