Skip to main content
Close PromoBar
Learn more Learn more Check out our October 2020 product release   Learn more
[Live webinar] Three ways fast human insight is revolutionizing marketing

[Live webinar] Three ways fast human insight is revolutionizing marketing

Michael Mace  |  May 18, 2018

You've probably heard how customer research can be used for design, but did you know that it's also used in marketing? An increasing number of marketers are running studies through UserTesting, utilizing the platform for three tasks in particular:

  • Testing whether marketing content resonates with customers
  • Learning about customers' needs and purchasing journeys
  • Improving A/B tests

To get a better understanding of marketers' needs and challenges, and what problems they're solving with customer experience (CX) research, we interviewed a dozen marketing executives (mostly VPs and CMOs). We'll be sharing what we heard and how fast human insights are revolutionizing marketing during our free webinar next Wednesday, but here's a sneak peek: 

The challenges of a marketer

Revenue, loyalty, and margins are key

It's no surprise that the biggest business priority for marketing execs is generating demand. But many of them told us that the type of demand they generate is also critical. The Internet and global competition have created heavy pressure on margins. Marketers are being told to fight commoditization by attracting loyal customers who'll buy repeatedly over time, and who will be willing to pay a bit more than the commoditized pricing available online.

Customer experience is essential (and it doesn't mean what you think it does) 

That need to drive a long-term relationship makes customer experience critically important to a marketing team's success. But marketers define CX in a way that's subtly different from many product designers. To many product people, the customer experience is focused on the experience of using a product. To most marketers, the CX includes every touchpoint between the company and customer, including the product but also things like support, the shopping experience, the channel, and of course every marketing message and deliverable. After all, it's the sum of all those touchpoints that drives the relationship.

There's not enough time to research everything 

Most of the marketers we spoke with have to make tactical decisions every day on marketing deliverables: Picking the right cover image for the fall catalog, the text for an email, even the subject line for a blog post. Usually, there's no time to run traditional market research on these "tactical" decisions, even though when you add them all up, they amount to a huge part of the total marketing mix, and therefore a critical element in the overall customer experience. Today, most marketers make these decisions as educated guesses, which creates huge risks for the company because they're flying blind on a huge part of the customer experience. As one exec told us,

There is no data for the short-term decisions I have to make today. The competition is not quant vs. qual. It's qual vs. gut instinct. The way you could help me is by providing data—customer feedback—where it was just opinion before.     - Marketing executive

How UserTesting helps marketing teams

The marketers who are adopting customer research apply it to the decisions where they can't use traditional research. The ability to field a test and see results within a couple of hours enables them to apply fresh human insight to a wide range of situations where they had to guess before. Specifically, they are:

  • Validating that marketing content (messages, images, and other deliverables) resonates with the target customer
  • Getting quick insights on customer attitudes and journeys. It's the same sort of insight you'd get from focus groups or interviews but in a couple of hours instead of several weeks.
  • Improving A/B tests by getting customer feedback on alternates before the test starts. This ensures that you're testing the best alternates, and increases your odds of getting a statistically significant winner on the first try.

Register for the webinar

To learn more, join our free webinar on the use of customer research in marketing. We'll give extensive details, real-world examples of studies, and tips on how to get the most out of them. When: Wednesday, May 23, 2018, at 11:00 AM Pacific HowRegister for the webinar here

Insights that drive innovation

Get our best human insight resources delivered right to your inbox every month. As a bonus, we'll send you our latest industry report: When business is human, insights drive innovation.

Thank you!
Get ready for some great content coming to your inbox from the team at UserTesting!

About the author:

Michael Mace is the VP of Market Strategy at UserTesting and a veteran of over 25 years in the tech industry. He's held marketing and strategy roles at Apple and Palm, co-founded two startups, and has consulted for many tech industry companies.