Who Is Watching? Collecting Audience Data

As the quantity of online content increases, so does the challenge for video marketers as they work to create engaging content for their viewers. As we work towards this goal, it is important to first understand the foundations for creating content - our audience. Today, we will look at how we can research what our viewers want by using B2B (Business-to-Business) client research to thrive in the video marketing industry.

What is B2B Research?

Before we start creating content, we need to start researching our audience and how we can market our content to them. According to an expert in high-growth marketing, Elizabeth Harr, B2B research is how we can find insights into our market through participant surveys. Although this research can focus on employers and employees, video creators can focus on the following:

• Past customers

• Potential customers

• New customers   

• Influencers

• Lost customers (customers now buying from other companies)

Data

According to Harr, there are two types of data collection:

1. Qualitative. During this type, research is gathered by direct communication with others to collect their opinions and experiences about a product. In this case, it will be about the content you are creating online. This research requires significant amounts of time, as this data takes a while to collect. This data approach allows you to ask questions for additional information, which will help in collecting public experiences of your content.

2. Quantitative. This type of data collection consists of standardized surveys that question a large sample of participants. These questions can also “branch” to other questions depending on the answers given. Harr states this approach is considered more “rigid” than the qualitative research. This can be used in video marketing as you ask opinions on your content from viewers and clients.

Which One Do I Use?

When it comes to choosing which type of data collection to use, consider your goals for the research. Do you need insight into how viewers think of your content, and do you have a large sample size? The second option might be a good fit for your goals. If you like to have more flexibility and desire more information than a standardized survey, data from the first approach may be appropriate.

Conducting Research

Having decided on the types of research you need for your video marketing, it is important to decide on how to collect your data. Harr states that conducting the research yourself, while possible, is not the ideal option for collecting accurate data. She suggests using a professional service to collect the data for you. Doing this will help with the following:

Accurate Data

Objective surveys

Honest answers

Efficient and Organized data

Participant Size

When it comes to participant sizes, it depends on two things:

• Accuracy

• Budget

If you want highly accurate samples, you will need to collect data from a large sample size that will represent a diverse group of participants. Sometimes this is not possible if you are working with a lower budget. In this case, it will be better to conduct “convenience sampling,” in which you collect random data from your sample group (even if it is small) to provide you with enough data to make decisions on your next actions. Harr states that this approach is helpful for situations when highly accurate large samples are not feasible. Conducting this type of research on your viewers will help you to see how your content is performing and how you can improve your future content marketing.

Getting Started

As you gear up to start on your research journey, you should find a reliable company that can conduct your research to ensure you receive accurate, objective results for your content. For example, if you are creating commercials for products, find a company that will collect data on customer reviews of your commercials. Regardless of your style of content, knowing how to collect audience data will help you create successful video marketing campaigns for you and your company.

Topic: B2B Marketing Research Process