How fast feedback helps marketers understand unmet audience needs

Tue, 10/05/2021 - 07:55

As marketers, it can be tricky to know if a campaign will land (or not) prior to launch. Often we rely on click-through rates and conversions after going live, but that’s after time and money are hopefully well spent. Sure, there are some proactive ways of testing, like AB testing, that can help you pivot during a campaign, but even the most telling AB tests are still only metrics at best. In other words, if one design outperforms the other by 10%, would you really know why?

What if you could test every aspect of your campaigns quickly and directly with your target audience before going live? What if you could see and hear them interacting with your messaging and designs before ever launching it to the market?

It may sound too good to be true. At least that’s what I thought when I joined UserTesting in July earlier this year. 

Rarely do we have the time or budget to get focus group feedback on ads and content that need to be turned around in weeks—sometimes days. UserTesting, however, is an easy, fast, and straightforward way to get the feedback you need to launch campaigns with confidence.

Don’t believe me? Here’s my brief use case of a marketer come novis tester using UserTesting to make my campaigns as impactful as possible. This example focuses on a campaign targeting marketing folks in financial services.

Building a test for the first time

Without question, I’m not a researcher. Nonetheless, the process was quite simple. I used one of  to create a test in about 20 minutes. 

Here’s a snapshot of the test:

• Included 12 people in the UK who held marketing roles within financial services


• Asked them what they thought about UserTesting’s website, including messaging and content from blogs and other resources to understand if it resonated with them or not


• Asked follow-up questions that helped me understand:
  
  • How to best position our offerings based on the audience’s challenges
  
  
  • What type of content to use in the campaign based on their learning preferences 
  
  

After launching the test, despite this niche audience, all the results came back within 48 hours.

Turning ‘learnings’ into actions 

Surprisingly, the test results were easy to digest. Each contributor’s video feedback was under 16 minutes in length. What made it even easier was UserTesting’s  feature that highlights sections of the video with positive and negative sentiment so I could easily skip to the areas of feedback that are most important. 

In total, it took me about 90 minutes to analyse the results from every video.

Here are some examples of what I learned and how I turned them into actionable insights.

1. People in financial services are skeptical that the UserTesting platform can meet their demographic needs

Several people highlighted a concern about whether or not the  (panel) would be able to find their exact customer and/or target market.

Listen to one person share their feedback:

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