We are all too familiar with the phrase “don’t re-invent the wheel”, yet many research firms and agencies re-invent the wheel each time they design a custom Voice of the Customer (VoC) research project for their clients. Many agencies try to create their VoC project from scratch when actually taking a framework approach would get the project off the ground quicker and would derive trusted results and concrete insights. Furthermore, frameworks allow for discovery and exploration that can uncover false assumptions that have been made with behavioral data related to the digital customer journey. There are also a variety of other benefits associated with using frameworks– let’s explore them.
1. Consistency, Reliability and Reproducible
When a framework is developed and tested over and over again it becomes both consistent and reliable. Insight on specific business objectives can be structured, specifically if the research is tied to an active engagement methodology. This means that when data is analyzed, it is robust enough for assumptions to be made because there is trust in the findings. When we are in a position to trust our data we can then make choices that lead to improvements that increase the ROI, satisfaction and task completion for our digital properties.
When research is standardized trending results against past performance contextualizes your results. So when a site is able to measure key data points from a framework these can then be compared month to month or quarter to quarter (depending on your site traffic). Identifying trends in your data can indicate the success of your marketing strategy including; i) content craftsmanship, ii) navigation and UX, iii) motivation to create conversions and iv) interactivity, the ability for a user to interact with the site in the way that it was intended.
3. Measure to manage
With frameworks, KPI’s can be set and continuously measured. Furthermore, the variables used and measured in a framework create a common language between the agency and a client’s internal stakeholders such as senior management, finance, customer support, web development and analysts (to name a few). Speaking a common language with stake holders allows cross functional teams with divergent goals to get on the same page and have a common goal “supporting what the customer wants” as opposed to individual/team agendas.
4. Competitive Advantage
With a trusted framework, deployment can be done quickly by leveraging best practices and allowing you to get actionable insights from your client’s customers faster. Implementation of the findings into your digital marketing strategy is also enhanced. This is because when your research is based on frameworks a lot of the research and reporting is standardized and pre built based on the outcomes that framework studies address, which means data points and conclusions can be made instantaneously. It is this speed to research and obtaining results that will catapult your brand ahead of the competition.
The next time you need to conduct research, investigate if the framework approach is suitable for your client’s needs and match the objectives of your research. You may be surprised to benefit from tools and reports that are designed for specific outcomes associated with each particular framework. It is these tools that save you time and money in your analysis giving you a competitive edge.
What are your experiences using a framework approach?
To find out more about iperceptions Research Frameworks click here.