Field research is essential for industry marketers

Is field research important for developing an industrial marketing strategy?

The short answer is yes, but why is field research so important?

Not understanding immediate customer needs and general industry trends is a big mistake. It limits innovation, hinders problem solving and reduces the value of end products.

Customers usually talk about their specifications, but there's more than what a specification engineer reveals. If you have your finger on the pulse of the industry, you can educate your audience about their customers' needs.

Research can take different forms. Traditional research has its place, but it doesn't go far enough to provide deep insights into the industry. What's missing are the insights that enable customer-centric decision making.

The bottom line is that the most effective form of market research is contact with real customers and prospects. Talking to real customers is the best way to uncover hidden insights and find unique solutions that will set your products and brand apart.

This type of research focuses on the value a component brings to customers, rather than just focusing on the mundane, copyable features and benefits of your standard components.

Everything becomes easier when the value of a component matches the customer's wants and needs.

However, focusing exclusively on the immediate customer limits everything beyond the typical marketing tools (price, availability, distribution, etc.). Remember to focus on the end user by asking questions like:

• What problem does my product actually solve, and for whom?
• What other challenges can my product solve?
• Is there another product that my product can be integrated into?

Field research provides an opportunity to learn about industry challenges and look for ways to provide solutions rather than off-the-shelf parts.

What role do customers' customers play in the research process for industry marketers?

Understanding the needs of end users is an essential part of the research process for component manufacturers.

The real insights don't come directly from customers. The best insights come from the customers' customers.

Who are the end users of a product? What are the solutions they need?

The end user has needs that go beyond what a designer specifies. If industrial marketers don't understand the needs of end users, they get stuck marketing a standard product. They then fight over price and availability - a losing battle.

However, when industrial marketers know more about the end user's problems, concerns and desires, they can provide insight to OEMs and designers. When a component manufacturer can demonstrate a deeper understanding of the end user's needs, it positions itself as the first port of call for providing the best solutions.

When component manufacturers conduct field research with end users and take the time to understand the needs of the market, it gives them a strategic advantage.

It is also a competitive advantage when industry marketers understand the underlying market and industry trends. This allows component manufacturers to solve problems that go beyond the superficial features and benefits of the component itself. Solution selling as opposed to pitching products.

This could include innovations such as:

• Adding smart technology for data reporting
• Integrating essential product data
• Providing maintenance forecasts
• Incorporating a maintenance package based on product usage

How do you get to your customers' customers' customers to conduct research?

It can be difficult to connect directly with your customers' customers' customers. It's important to ask yourself, "What value are we providing them?"

If there is no value to your customers or their customers, they will likely be hesitant to let you speak with them.

In this case, it's important to be careful. Nurture relationships for the long haul and find creative ways to talk to end users and learn more about the industry.

Here are some ways to do more in-depth research:

• Social media
• Industry events (to learn, not to sell)
• Discussion forums like Reddit
• Online industry groups
• Personal industry groups
• Networking with companies related to your business
• Industry publications
• Industry news

The most cost-effective way to research is online. Start with blogs, but quickly move on to social listening on social media. Social listening means that you actively search social media to LISTEN to what end users are saying.

What are the hot topics they care about? What are the tensions in their industry? What keeps them up at night?

The answers to most of these questions are easy to find online if you do your research and ask informed questions.

The same goes for online news forums and groups. If the goal is to listen and learn, online communities will be welcoming to you. Be a fly on the wall, not a fly on the face. If the researcher is actively listening online, rather than pursuing an agenda or promoting a business, they will learn a lot!

It's the same at events. Leave the stand! Don't stand around idly waiting for people to pick up a stress ball and a branded pen. Go out and talk to other vendors and end users. Go to conferences that focus on the industry.

Be humble.

Ask questions.

Make it clear that you are not an expert.

Humility will attract real experts who will give you great insights.

How does research influence your product and marketing strategies?

Research helps you define a target market and allows you to test ideas on a small scale. It helps determine the pricing structure and the features and benefits needed, and reveals hidden opportunities to improve the value chain and gain more market share.

Here are some of Paul Hepperla's key takeaways:

"I think it's really important to look at this broader framework."

 

"I would encourage engineers to not be afraid to have a conversation and find a way to have that conversation. If your customers are restaurants, go to your favorite restaurant and say, 'Can I just understand what's going on in the kitchen? I sell things to all the different producers here, and I just want to see what's important."

 

"Talk to the chef. You'll be amazed. People are happy to share that information, and if nothing else, it will give you more insight. So don't be afraid to ask. Don't be afraid to call someone who may not be one of your direct customers to understand.

And above all: stay curious.

Curiosity is the greatest asset marketers have in obtaining accurate and effective data for research.

Learn more about how to market your products and find quality leads with 3D CAD/BIM catalogs.