The first step in launching any successful business should be conducting research into prospective markets. Capturing and sifting through such data is Dionna McPhatter’s specialty. Before co-founding New York-based marketing firm The Strategy Collective, which builds custom analytics platforms to better understand customers and influence business decisions, McPhatter was responsible for unearthing data insights for British consumer-goods company RB (formerly Reckitt Benckiser) and its suite of global health and home brands, such as Airwick and Lysol.
Here, McPhatter shares how a bit of market research can benefit startups.
What are some misconceptions about consumer research?
One of the biggest misconceptions is that it’s unnecessary. Often, new entrepreneurs adopt the “if you build it they will come” mentality, assuming innovation alone is enough to grow a business. I encourage entrepreneurs to see data as a GPS. A GPS helps only when you’re navigating streets you haven’t been on. In the same way, research should actually uncover things you don’t know to help you get where you’re going, faster.What kind of data should a business look for?
If you have an inspiring product and know your audience, start with a pain-point study. Traditionally, it’s called the “path to purchase,” but that’s an outdated term because the path to commitment is no longer linear. It’s filled with voluntary distractions. Your goal should be to be a relevant distraction that can alleviate some tension.One way Lysol does this is by publishing flu numbers. StubHub appears as an ad on Ticketmaster as soon as you learn that the tickets you want are sold out. If you find those pain points, your brand can alleviate the pain and bring consumers closer to your solution.
