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Benefits of involving customers in the research process

This article was based on the interview with Todd Horvitz of HP by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Customer involvement in research processes is crucial for businesses looking to stay competitive and meet the needs of their target audience.

There are various ways to involve customers in research, such as co-creation, community engagement, customer advisory boards, and tapping into creative panels like Tongal. These methods allow businesses to gather timely and relevant insights, receive feedback on product ideas and strategies, and tap into the creative minds of their customers, and ultimately having an impact on customer satisfaction and the customer experience.

Co-creation and community engagement are effective ways to involve customers who are already passionate about a brand or product category. By allowing these customers to express their opinions and ideas, businesses can gain valuable insights that may not be captured through traditional research studies. Customer advisory boards are another valuable tool for gathering feedback from loyal customers. By involving these customers in the decision-making process, businesses can strengthen customer engagement and demonstrate that they value their feedback.

Tapping into creative panels, such as the one offered by Tongal, can provide businesses with fresh and innovative ideas for campaigns, products, and designs. By engaging with creatives who think differently and have unique perspectives, businesses can access a wealth of creative talent and potentially discover new avenues for growth and innovation.

Overall, involving customers in research processes is essential for businesses looking to stay ahead in a competitive marketplace. By leveraging the insights and feedback of their customers, businesses can make informed decisions, drive innovation, and ultimately, achieve long-term success. The key to successful customer involvement in research lies in leadership, collaboration, and a commitment to agility and innovation. Businesses that prioritize customer involvement in their research processes are more likely to adapt to changing market trends, meet customer expectations, and drive growth in their industry.