End user research that aim at generating more revenue for your business

Random Thoughts

March 8, 2023

I still remember vividly a question a client asked me over a decade ago. The reason why I still remember it to this day is because of its unusual nature in the context of end-user research. Although I must admit it is a very common business question, after all, it is the ultimate goal of any business.

The question simply is “how to make (more) money for my business?”

Let me first explain why it is unusual in the context of end-user research. In all my years on the research agency side, clients always have specific research questions that needed to be answered and our role is always just to get those data directly from end-users. It is never that general, and “management consultant” like.

But now that I have a decade to think about it, I do think that end-user research can indeed answer that question—from a revenue-generating perspective as opposed to a cost-reduction one.

So how would I answer this fundamental business question from an end-user research perspective? Simple, we deep dive into the purchase decision process for whatever product or service in question, specifically:

1. What triggered the need to purchase? (The motivations behind)

2. What does the product/service do for them? What does it replace? (The needs it fulfills)

3. What are the competitive products/services considered? And how does the client’s product/service compare? (SWOT analysis)

4. What are the factors (emotional and functional) that are used to decide on the product/service to buy? Which are the critical ones? And what are the expectations for each, especially the critical ones?

5. What information sources make an impact on their purchase?

6. Where do end-users expect to purchase the product/service? And what makes the actual purchase experience beyond satisfactory?

It is important to note that given the significant amount of end-user data needed, it will take more than one round of research effort to gather. It will take some investment dollars to complete. But rest assured that it is well worth the investment, the data will optimize your product/service, and allow you to see opportunities where new products/services can be created to fulfill end-user need gaps.

Well, that’s all I have to share this week. As always, please feel free to comment, I would love to hear your thoughts on this. And remember to follow us on our socials for more. Enjoy!