The Inbound and Content Marketing blog

Katie Hutchinson

Katie Hutchinson
Katie writes content for Equinet and our clients. She has six years’ experience in market research working at agencies in London and Perth. She has worked with a wide range of clients designing and delivering research projects with the core focus of helping businesses to better meet customer needs.

Recent Posts

6 steps for taking your qualitative B2B research online

Written by Katie Hutchinson  |  19, July, 2017  |  0 Comments  Subscribe

Last week we put forward the argument for using online qualitative methods in B2B research. But how do you go about doing it? 

Broadly speaking, basic qualitative research principles remain the same. Taking it online just makes it faster, easier to reach a widespread customer base, and more convenient for respondents. Your research still needs to be guided by your business case, you'll still need to define your objectives, and you'll need to develop a discussion guide of sorts.

In this post, we walk you through six steps for undertaking a qualitative B2B research project online.

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8 reasons to use an online qualitative approach for your B2B research

Written by Katie Hutchinson  |  14, July, 2017  |  1 Comment  Subscribe

The use of online qualitative methods in market research has exploded in recent years, as technology has become more sophisticated, and people have become more open with sharing information - and themselves - online.

In the world of consumer research; online groups, diaries and mobile ethnography are now key parts of the researcher's toolkit. 'In the moment' feedback is being captured all the time - through written self-completion tasks, and self-shot videos of consumers using a product, or talking about a brand. All this data is being used to find insights that help businesses inform their strategy, or product development.

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4 reasons to clearly define your B2B research objectives

Written by Katie Hutchinson  |  3, July, 2017  |  0 Comments  Subscribe

If you are embarking on a B2B research project, you’re likely to have a good idea of what it is you want to explore, or learn. Perhaps you want to better understand your target audience, or identify industry trends. You may have a more specific question in mind, like ‘What are the biggest challenges faced by businesses seeking to become more digital?’

So, you know what the goal of your research is, but have you laid down the foundations that will help you to achieve this goal?

In this blog, we maintain that setting clear research objectives is a central part of the process, and highlight four reasons why they are critical to success.

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B2B research: the importance of finding the story in the data

Written by Katie Hutchinson  |  26, June, 2017  |  0 Comments  Subscribe

Whether you have chosen to take a quantitative or qualitative approach, a fundamental part of B2B research is collecting data. But what do you do once you have this data? How do you interpret it to create something meaningful for your audience?

In this post we discuss how to make sense of your data and the power of finding the story within it.

Data analysis

So, you’ve run your online survey and have your data export. You have finished all your interviews and collated all your notes, transcripts, and outputs from any tasks. The next step is to analyse all this data.

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How to create an effective discussion guide for B2B research

Written by Katie Hutchinson  |  19, June, 2017  |  0 Comments  Subscribe

A discussion guide is a list of topics, questions and tasks used in qualitative research. When conducting interviews or focus groups for your B2B research, whether capturing feedback on a product or carrying out buyer persona interviews, a discussion guide is a vital tool for ensuring you make the best use of your time and gain a greater level of insight.

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7 steps to online survey success for B2B research

Written by Katie Hutchinson  |  13, June, 2017  |  0 Comments  Subscribe

Online surveys are a form of quantitative research and are used to collect data to measure trends in behaviours, attitudes, or preferences. In B2B research, online surveys can have a multitude of uses. They may be used to measure customer satisfaction, understand buyer’s purchasing behaviours, identify the ideal target market for a new product or service, or explore industry trends – just to name a few.

In this blog post we highlight seven things to think about when running an online survey for B2B.

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11 ways to make the most of qualitative research for B2B marketing

Written by Katie Hutchinson  |  6, June, 2017  |  0 Comments  Subscribe

Qualitative research is used to gain insights into people’s attitudes and opinions and understand the reasons behind them. In other words, it’s about exploring not just what people think but why they think it.

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How to best use B2B research to create content

Written by Katie Hutchinson  |  23, May, 2017  |  0 Comments  Subscribe

In a recent post we talked about the value of research-based content and highlighted some convincing examples. Research can help demonstrate thought-leadership and position you as industry experts. But how do you go about it?

In this blog, we give you some ideas and tips for conducting research.

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The value of a research-based content strategy and 4 great examples

Written by Katie Hutchinson  |  18, May, 2017  |  0 Comments  Subscribe

“Content comes in all shapes and sizes. Helpful how-tos, news, guides, opinions, roundups and rants. But there is one type of content that stands above them all. Research.” (Andy Crestodina, Orbit Media Studios)

When done well, research-based content garners more shares and links than almost any other form of content. It is regularly hailed as the most effective form of content marketing, as proven in studies by CMI, Clutch and Ascend2, just to name a few.

It’s no surprise really. Research that provides answers to unanswered questions makes for a compelling story and attention grabbing headlines.

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