Market Research 101

How do brands know what their audience thinks or expects? By asking them, of course! That's the role of an insights expert like Katrina Noelle, founder of KNow Research . She joins Will Francis on the podcast to explain how that asking is done, and all that happens from that initial point of contact through to the all-important final insights - and even pearls - that come from the process. They chat about how market research has changed over the decades (short answer - customer expectations), tools for social listening, AI as friend or foe, and the importance of clean, reliable, and secure data. She offers advice on tools you can use, and adopting a mindset of listening to your audience at a myriad of sometimes surprising touchpoints.

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You can learn more about Katrina on her Twitter.

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Katrina's top 3 tips - Marketing Insights

1. Don't jump in and start doing research.

2. Write down a list of "I wish I knew" before doing any research

3. Place at any customer touchpoint an opt-in to sign up for participating in research.