People research

People research

“People research” includes both groups of people (customers, potential buyers, employees, members) as well as individuals (key opinion leaders, executives, prospective donors, etc.).

Customer information

It’s critical for every business to understand the needs and desires of its customers. After all, if you can’t provide what they want, the customers will buy from someone who can.

Customer research comes at various points in the customer life cycle and in a variety of flavors — including voice of customer studies, customer satisfaction surveys and win/loss analysis.

While Insight Researchers can do all of these, we specialize in win/loss analysis. This type of research involves working with both existing customers and lost prospects.

Win/loss analysis

The best way to learn about why you’re winning or losing deals (or customers) is to get that information directly from the people who have considered your offerings.

The best way to learn about why you’re winning or losing deals (or customers) is to get that information directly from the people who have considered your offerings.

What is win/loss analysis?

Win/loss analysis comprises in-depth interviews with your customers (wins) and your lost prospects (losses) to learn why those companies made their decisions.

This type of research is most effective when done by a neutral third party because people are more likely to speak candidly to someone not associated with your business.

Why should you use win/loss analysis?

Insight Researchers’ win/loss analysis offers phenomenal insights — both tactical and strategic — that simply can’t be obtained in any other way.

For example, you can learn why and how decisions are made and what the companies think of your offerings, marketing, sales force, customer service, and competitors.

You can also learn where these companies are heading, what they’d like to see in the future, and what they like and don’t like about your current offerings (and your competitors’).

CLICK BELOW to enlarge graphs to see examples of insights achieved through win/loss analysis.

Chart - How Does the Market Find Vendors?
Chart - Decision-Making Criteria
Chart - Win/Loss Reasons

Want to learn more about win/loss analysis?

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“Our re-positioning has been a good decision. Your work gave me the cold hard facts I needed to make that change. It’s just as important to know who your customers are not.”President of a software company

Creating buyer personas

The most effective marketing messages are targeted to specific audiences—ideally to the people most likely buy your products and services.

Insight Researchers’ buyer personas go beyond demographics. We include your potential customers’ psychographics.

When is buyer persona research most useful?

This type of research is valuable when you need a deep understanding of your buyers and best prospects. It helps with your marketing messaging, positioning and sales efforts.

How do you get this information?

The research for buyer personas is a form of primary research achieved by talking to the right people in the marketplace.

Some of the information gathered for buyer persona research includes

  • Buyer’s goals and motivations
  • Buying processes
  • Influencers
  • Stakeholders
  • When they buy
  • Why they buy
  • How they identify vendors, etc.

After the interviewees’ information has been collected and analyzed, a buyer persona can be created.

Chart - Buyer Persona: Product Marketing Manager

Buyer persona example

Click to enlarge or download

Key opinion leaders

Persuasion is an art; some people carry more influence than others.

When you identify the key opinion leaders in a market and introduce them to your offerings, they can help you spread the word to their followers.

How do you identify who carries weight?

Insight Researchers finds the people who can influence your audiences.

For example, we have identified

  • Journalists who frequently write about certain topics
  • Doctors with expertise in specific fields
  • State legislators who are ideal lobbying targets
  • Clergy and other community leaders with a particular interest

Knowing who is influential and has the right following is the first step.

Individual Insights

When you need to know how someone ticks, you need to understand their background, motivations, interests and more. Executive profiling and prospect research are both examples of this kind of research.

  • Is an executive a risk taker?
  • Does a potential donor have the ability and inclination to make a donation to your kind of organization?

Insight Researchers examines publicly available sources and subscription databases to learn more about a person so we can anticipate their likely future actions.

Stakeholder insights

Companies operate better and organizations flourish when key stakeholders (employees, members and others) are engaged, and their voices are heard.

It’s not enough just to conduct surveys — the results need to be analyzed, and insightful findings must be effectively communicated to leadership so that further actions can be taken.

“This document … WOW … The presentation, the graphics, the clear summary, highlighting key responses and statistics. It’s so well done and presented, so clear and easy to read. Thank you all for the hard work done to make that possible from the data.”
Marketing director of a non-profit organization
Chart - Factors Influencing Conference Attendance

Example of chart from member survey

Click to enlarge