Your brand dies without your customers. Learn how to gain a bunch of customer insights affordably and quickly.
Is your customer always right?
When it comes to their opinions, yes.Â
Your customers know your brand inside and out. They experience it from the frontlines. Theyâre not thinking of marketing techniques from some C-suite corner office.Â
Their opinions are from the real world. And they want to share them.
These nuanced customer insights are like unpolished nuggets of gold for you. All you have to do is go digging.
But whatâs the best way to get customer insights? There are a few options, and each one offers pros and cons.
âEntire companies exist for the sole purpose of harvesting customer insights.Â
These market research firms have departments of people who will travel the country and ask actual humans their thoughts on anything you want to know about.
âYou donât have to lift a finger. Market research firms reach out to the people, document their insights, and write up reports breaking down the findings.Â
All you have to do is tell them what you want them to search for.
âAll those people traveling the country and meeting with customers cost money. Plus, the time it takes to analyze the findings and write up the reports.
On top of that, a lot of these firms arenât even meeting customers around the country. Some use online surveys, but they still bill you as if theyâre hopping in a car and knocking on doors.
Youâll get a good result if you use a market research firm, but youâre going to pay a premium for it.
There is strength in numbers. A focus group brings many people together in one room where they get to share their opinions with other people.Â
This lets them bounce ideas off one another, and in the end, you might get even better insights with this collaborative approach.
âYouâre not separated from your customers like the market research firm. A focus group allows you to see the people in action.Â
Plus, you get to watch them from behind that James Bond one-sided mirror, which is pretty cool.
âYou have a mountain of work on your desk. Do you really want to drive to some industrial park hours away and listen to people in real time? Â
Itâd be much more efficient if someone else could be there, but then youâd miss out on hearing your customersâ insights.
Plus, a lot of times focus groups donât even work. According to Harvard Business School professor Gerald Zaltman, 80 percent of new products and services fail within six months if theyâve been vetted through focus groups.
âYou no doubt have gotten an email from some company asking you to fill out a survey for them. Sometimes they offer a gift card or chance to win a prize if you fill it out.Â
Usually, though, itâs just a survey. But that survey can collect a bunch of opinions quickly, and thatâs worth a lot.Â
âYou can send thousands of survey emails at once. Sure, not everyone will respond, but if youâve built an email list full of customers, some of them will be willing to share their thoughts.
ââOn a scale of 1 to 10âŠâ doesnât really allow for the nuance that your customers have. Even an âadditional commentsâ section might not capture their full thoughts about your brand.
âYouâve got people going to your website, and that means youâve got DATA! That data can translate into some impressive customer insights.
âYou might know a certain product is selling more than others. But the numbers might reveal a different product page thatâs getting more attention but isnât converting as well.Â
Itâs remarkable what you can glean from a couple numbers on a screen.
âItâs difficult to imagine graphs as people with hopes and dreams. Thatâs what you have to do when youâre analyzing your website data.
There are people behind those numbers, and they donât get to speak their voice with website analytics.
All the options above have some downside. They were either expensive, time consuming, or impersonal.Â
Never fear! We here at Capsule figured out a way for you to get customer insights without any of those problems.
âWith a couple clicks, you can collect hundreds of recordings of your customers sharing their insights about your brand. Each opinion is unique, and youâll have access to all of them in one place!
Real people sharing real personal thoughts just for you in a fast, digital way.
And Capsule costs a fraction of the other options above.
âIs there ever a thing as too fast?Â
Like, instantaneous?Â
Like, instant editing and exporting?
Thatâs the only one we could come up with.Â
There really isnât a downside to Capsule, especially because you can try it free for 14 days.
âGive Capsule a whirl and see how it can get you all the customer insights you could ever want.