How Scoops taps into the psyche of your customers
We take a novel approach to research, one that draws from decades of studies into human psychology and applies it advancements in AI.
Understanding your customers has been the go-to advice for anyone looking to start and grow a brand. It should, in theory, be a continuous practice. Market dynamics are constantly shifting, subtle changes in technology, the economy, and consumer trends all impact business.
In our research with 100s of marketers we uncovered that very few make speaking with customers a regular practice. Instead, brands tend to do a big push for research every 12–18 months, which depending on the severity of organisational change, may range from an internally conducted survey to hiring some outside help.
Scoops takes a different approach. We believe research should be as regular as breakfast. To do that we take what is in essence a giant survey or, in our case, a map of psychographic questioning and make it more digestible for customers by breaking it down into short chats and spreading those conversations across different segments. We apply a simple rule ask the right customers, the right questions, at the right time.
Above is a snippet of our psychographic questioning map. We train our AI using this map to enable it to ask questions that do a better job of understanding how customer think and feel, their behaviours, motivations, and opinions. Of course we don’t ask all of these every time. We spread them across lots of customers asking a few questions of each person to keep it short and sweet but very valuable.
By taking this approach of continuous research or ‘Always-on‘, we enable brands to make data-driven decisions on insights that are true today as opposed to a PDF of research that happened last year. It means you can remove the guesswork of figuring out why some campaigns work and others fail. Scoops uncovers the missing data about your customers, data you can use to target more customers.
Right customers at the right time
Marketers already spend enough time on targeting and segmentation without having to worry how to do it for a survey. Scoops automates the research process by asking customers to share their thoughts at key moments of the customer journey. In much the same way as you might be asking for a review 2 weeks after a customer has made a purchase.
Each of our surveys understands this context and tailors the questioning to get relevant insights. It also means we can ask just a few questions of each customer, instead of expecting a lot of tome from any one individual. A bit like spread-betting. Lots of short conversations spread across those willing to have a quick chat.
Chats not forms
Typically customer research is done using tools like Typeform and Survey Monkey. Often they’re designed with closed answer questions and rating scales. Questions like this naturally inherit any assumptions the person creating the survey may have about their customers.
Because we can now automate the analysis of data it’s possible to survey customers with open-ended questions and free text responses. This means we can have conversations with customers that are natural, go off in different directions, and uncover things we didn’t expect to find out. What good is research if we don’t learn something new and true about who our customers are?