- Ensure you're sending surveys to a large enough customer base to lend credibility and reliability to your results. Aim for a return rate of around 25% for meaningful data.
- Use a hidden survey during focus groups and interviews to code responses in real time. This allows you to immediately share responses and move from capturing the voice of the customer to action.
- Focus your questions on customer behaviors, both past and planned, rather than what they want. This allows you to draw conclusions about their desires and what matters to them.
- Only ask questions that you plan to act on. This respects your customers' time and ensures you're gathering actionable data.
- Utilize quantitative data such as engagement statistics, click-through rates, and video engagement depth to gain insights into customer behavior and preferences.
Summary of the session
The webinar, hosted by Siddhartha, featured Ali Good, Global Head of Strategy & Product Marketing at Quizizz, discussing the importance of customer voices and A/B testing in product marketing. Ali shared her insights on email subject line testing, customer surveys, focus groups, and interviews. She emphasized the need for a substantial response rate to lend credibility to survey results and shared a unique hack for coding responses during focus groups and interviews.
Ali also stressed the importance of asking about customer behaviors rather than desires and only asking questions that will lead to actionable insights. She also touched on the importance of analyzing quantitative data like engagement statistics and click-through rates.
Top questions asked by the audience
Do you think the VOC activity performed by marketers and product managers differ in how they understand customers?- by MuhammadYeah. And the answer is yes. And I'll tell you why. Product folks are largely concerned about understanding what problem they're solving for. That's really important. Right? If we're not solving pr ...oblems, what are we doing? Right? But as marketers, our customers look, life is hard, y'all. Nobody wants to be reminded about their problems. Marketing, in my opinion, should never scratch at that pain or the problems that people have. Marketing should shine a light up and remind people about what they're going for, right, to their future. They're idealized versions of themselves. They're who they are at their best today, like, who their mama thinks they are. Right? Like, that's what marketing should do. And so, yeah, we are maybe using the same same insights, but in different ways. And I think that that difference is really, really key.
Are there any other things that you, in terms of what type of customer that you noticed between product managers and also product marketers? I'm talking about you. Is there any other thing that you've noticed within your team?- by MuhammadTo answer your question around the second question you asked, I do think I've observed some differences. And I think that one is if you're looking to validate that there's a problem that needs to be s ...olved, you may not need as that in count we talked about may not need to be as big as as it is if you're trying to really tap into understanding things that people don't say or that aren't as visible. The trends may be a little more obvious in the marketplace than what if you're really trying to tap into the psychology of your customer. So that might be a difference. And then, I don't know that I've observed a great deal of other differences, but sometimes these things happen in silos. Right? Sometimes you have products doing their research over here and you have product marketing doing their research over here. And somehow these two things don't come together in some cases, like, maybe they could or in my opinion, should. We would all be better off if we're doing this kind of research if we're sharing it widely so that everybody can make use of it. Yeah.
How useful are heatmaps on a weekly basis?I probably would not be inclined to look at a heatmap on a weekly basis, but you probably know more about that than I do, friend. What do you think? Do you think that people should be looking at heatm ...aps weekly, or are they better off looking at them in a more longitudinal perspective? If you are changing weekly, that feels like a lot to me. Like, I mean, maybe if that's the cadence that your customers are really coming to you in, then I guess if that's one thing, but I haven't worked in an industry where people are moving that quickly. But, like, I think I mentioned, I work in EdTech and we may be probably a wee bit old school.
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