In the words of David Ogilvy,
''If you are trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.''
In the world of research, qualitative research helps you find out how your customer thinks and in what way.
It also tells you the deepest ''why'' of your customers and why they are looking to find the solution that your SaaS product provides.
Before we dive into this further, as a writer, research is a vital part that helps us to create powerful copies. It helps us learn more about the product and its industry.
There are two main types of research:
Quantitative research: This type of research is prevalent in digital marketing and is rightfully so. Quantitative analysis deals with numbers and statistics, as the name speaks for itself.
Quantitative research helps you get evidence about the hypothesis, market insights, consumer attitude, or overall helps you make marketing decisions using stats.
Examples of quantitative research include close-ended questions in polls, surveys, questionnaires, or A/B testing.
Qualitative research: This research helps uncover the factors influencing consumers in a specific market. Anthropologists often use this type of research to conduct interactive analysis and understand why something happens the way it does.
It's not popular like quantitative research in marketing. As quantitative research is more scientific and unbiased, it is easier to control. However, for a SaaS copywriter, this is what makes or breaks your copy.
The world is becoming more abandoned. There are more sub-markets and many new competitors than ever before. The days of using punchy phrases and clever wordplay are long gone, as people don't like being sold anymore.
The qualitative data helps you tap into the conversation that is already happening inside the minds of your consumers. If you could find their most significant problems, desire, motivation, and hesitation, you can position your product as the immediate solution to their pain. (Which is the most important goal you should have as a business owner or a marketer.)
You first put your archeologist's hat on, put on a disguise, maybe a fake mustache, and stalk your customers. Just make sure you don't get caught.
Sorry to waste your time. It was a joke.
Focus groups, in-depth interviews, and other research techniques are all significantly included in qualitative market research. These tactics are also used in quantitative analysis, but the main difference is that we use open-ended questions in qualitative research.
Some of the best tactics are
2. Stakeholder interview
4. Email Surveys
5. Pop-up survey
You can base the research on a small but highly valid sample of responders, often between 6 and 10, and match the research with large groups of data from emails, servers, and polls. It will help you with an overall picture and the perfect blend of the correct data set.
How to do research and organize them is for another day and time for me to explain. Long story short, I organize them by clustering the data and mind mapping them so my clients can look at them at a glance and understand them easily. You could also put them in an insight report.
If you are trying to write powerful SaaS copy, qualitative research helps you find the voice of your customer. It doesn't only help in marketing copies but also allows you to develop your product based on market needs.