Segments vs. Personas
A little insight into the difference between segments and personas. They’re not the same, but they’re both important!
Thought leadership research serves you and your audience. It doesn’t need to serve everyone.
Five Gerbera flowers in a crystal flower pot in row isolated While demographic research is valuable, it leaves a lot of unanswered questions. Attitudinal segmentation research, on the other hand, gives us crucial insights into how people think about a topic, which gives us the power to understand what’s going on between peoples’ ears. There’s…
Your goal with research shouldn’t be to confirm you’re right — it should be to prove yourself wrong. Thanks to Edison Research VP Tom Webster for inspiring this one.
It’s not as easy as it looks, and running your own groups can affect the results.
Using research to track how things may be changing with your audience over time can be very valuable, but there are some things you should watch for to make sure your data is representative and helpful.
An important aspect of conducting, interpreting and using research is this idea of context. All research projects have a context — when they were conducted, how they were conducted, who conducted them, who was invited to participate in them, how respondents participated, etc. All of these considerations affect how we should look at the…