Annie Singer: How To Simplify Marketing Research.

Want The Actionable Take-A-Ways, But Don’t Have The Time To Listen?

Grab the “Action Bullets” Cheat Sheet For This Episode Below

Add Main text for the episode blurb here

Podcast on Itunes:

If you Enjoyed This Episode, Please Leave Us A Review 🙂
It helps us grow! 

Share on facebook
Share on twitter
Share on linkedin
Share on pinterest
Share on reddit
Steve Werner

Steve Werner

Keynote Speaker, Author, 170+ Monetization, Conversion, and One to Many Sales Presentations Worldwide.

If you want to learn about the 5 Webinar Conversion Keys, you can grab my ebook and mini-course “Death To Bad Webinars” for free here:

If you have a webinar, but it’s not converting the way you want, book your webinar audit here:

If you want to build a RockStar Webinar from scratch that will covert like wildfire, click here to book your free strategy call:


00:00:04.589 –> 00:00:17.910
Steve Werner: Welcome back to grow your impact income and influence the number one show helping you reach millions online using your story we’re going to learn all about great entrepreneurial journeys today.

00:00:18.720 –> 00:00:32.520
Steve Werner: I have Andy with us Annie has a master’s degree in marketing research, but she also use that degree to found a site called recipes which helps people.

00:00:33.090 –> 00:00:36.300
Steve Werner: cook better come up with great recipes I love that stuff right.

00:00:36.990 –> 00:00:50.640
Steve Werner: we’re gonna get into that but more importantly we’re going to talk about how you do marketing research, I think this is so important, I think it is one of the things that causes so many entrepreneurs to struggle so much any welcome to the show how are you doing today.

00:00:51.120 –> 00:00:53.070
annie: i’m great thanks so much for having me on.

00:00:53.640 –> 00:00:56.280
Steve Werner: No problem, it is my pleasure so.

00:00:57.690 –> 00:01:04.080
Steve Werner: Marketing research degree turned into recipe, please take us through that journey How does that happen.

00:01:04.980 –> 00:01:17.010
annie: yeah so I started in marketing and digital marketing back when I was like 2021 years old and I started off in marketing as a link builder for search engine optimization.

00:01:17.370 –> 00:01:20.790
annie: And that, for me, just like open my mind to.

00:01:21.240 –> 00:01:31.290
annie: What exists within the marketing world, and I was just fascinated how websites rank in Google and that just, you know as as a consumer, you don’t necessarily.

00:01:31.530 –> 00:01:42.660
annie: Think about what goes into that and so for me that just totally broaden my horizons broadened my mind and, at the time I was getting my bachelor’s degree in psychology, and so I finished that degree.

00:01:43.200 –> 00:01:54.270
annie: But wanting to go more into business and into marketing and in sort of the why people do the things they do, and so that’s where you know I got into marketing research, specifically, which is.

00:01:54.480 –> 00:02:00.090
annie: way more helpful than you even expect or think when you’re an entrepreneur or starting your own business.

00:02:01.380 –> 00:02:12.720
Steve Werner: Okay, so you go through school and you get out what did you what was like your dream job like when you were like okay i’m going to do, marketing, research, what did you want to get out and do when you got out.

00:02:13.320 –> 00:02:26.070
annie: See I got the wrong degree for what I was interested in and I didn’t I didn’t know I wanted to know why do people in the C suite Why do executives make really bad decisions that.

00:02:26.610 –> 00:02:38.280
annie: could have been informed by research but they didn’t bother to do the research so like why on a whim, does the CEO say we’re going to open this this new channel of business and so.

00:02:38.910 –> 00:02:53.820
annie: I didn’t learn that instead I learned how I, as a business leader can make good data informed decisions that help save my business money that helps save my business time that helps my message resonate more with my audience and those sorts of things.

00:02:54.780 –> 00:03:03.180
Steve Werner: Okay awesome I mean I think that’s really, really cool because CEOs I mean i’ve i’ve done some executive coaching i’ve interviewed I don’t know.

00:03:03.540 –> 00:03:17.130
Steve Werner: Probably 50 of them by now on this podcast and it is interesting, like they’re the the role of the CEO is to be the visionary and to see all the moving pieces and put the puzzle together in a way that makes company profitable.

00:03:18.150 –> 00:03:21.840
Steve Werner: But I think a lot of times they make ego based decisions.

00:03:22.320 –> 00:03:33.570
Steve Werner: Without and that can be good and bad right, I mean Lee iacocca make great decisions at Chrysler for a while and then he made a whole chain of horrible ones, and you look at any business.

00:03:34.470 –> 00:03:43.620
Steve Werner: The CEO is the person guiding it and if they have the research backing, they can definitely make some good decisions, so how does this lead then to you doing.

00:03:44.730 –> 00:03:45.540
Steve Werner: recipes.

00:03:46.110 –> 00:03:55.830
annie: yeah so I was working as Director of marketing for like a household brand in 2019 to 2020 and I was commuting.

00:03:56.190 –> 00:04:13.560
annie: an hour and a half, each way to this job and cove it happened, my office shut down and suddenly I had three hours a day that previously, I had spent you know power walking to the train station and on a train crammed in like a sardine, and so I started cooking a lot more at home.

00:04:14.670 –> 00:04:25.620
annie: And so it was just my experience that it’s very frustrating to cook from recipes online you Google, the best air fryer chicken recipe you get to a food blog.

00:04:26.430 –> 00:04:34.020
annie: you’re bombarded with ads you have to close out to pop ups and then you know there’s 12 paragraphs of text before you get to.

00:04:34.290 –> 00:04:38.040
annie: An autoplay video before the instructions and the ingredients.

00:04:38.340 –> 00:04:45.900
annie: And so, finally you’ve gotten to the instructions you’ve gotten to the ingredients you’re tossing your raw chicken in olive oil and salt and pepper.

00:04:46.110 –> 00:04:52.980
annie: and your screen goes blank because it’s you know gone to sleep it’s timed out, and here I am raw chicken fingers with olive oil.

00:04:53.370 –> 00:05:04.560
annie: And how do you react this that information, so you, you know rinse your hands, you get back and then you have to scroll all the way through, so I was just really frustrated with that experience personally.

00:05:04.950 –> 00:05:10.080
annie: And so I started exploring it and that’s sort of where the research comes in, as I started talking to people.

00:05:10.440 –> 00:05:18.750
annie: On both sides of the equation, I talked to food bloggers and it turns out they’re frustrated for a lot of different reasons around that experience to.

00:05:18.990 –> 00:05:23.010
annie: And I talked to other people home cooks people who cook from online recipes.

00:05:23.370 –> 00:05:32.250
annie: And you know it’s it’s anyone who’s cooked from an online recipe knows that experience so that was sort of the first step is you know reaching out to.

00:05:32.550 –> 00:05:48.180
annie: Other people who might be in your target market reaching out to you know people on the other side of the equation, to make sure that you’re including different stakeholders to really identify you know what problem, am I solving and how can I solve that problem.

00:05:49.050 –> 00:05:59.460
Steve Werner: Well that’s I mean first off your story resonates so well the I mean you come from link building, so you understand, like Google, the reason that all that’s there right because I get.

00:05:59.460 –> 00:06:02.370
Steve Werner: super frustrated by that too i’m like just give me the friggin like.

00:06:02.400 –> 00:06:07.350
Steve Werner: I need to know what goes in it, so I can buy it and put it together right just give me the bear thing.

00:06:07.650 –> 00:06:14.250
Steve Werner: But for those of you who don’t understand how this works, they have all that extra text because that’s what google’s looking for.

00:06:14.490 –> 00:06:23.280
Steve Werner: they’re looking for how many times is the key word up here is it used in sentences and it’s all done by Ai so they’re reading it to make sure that it’s a high value.

00:06:23.520 –> 00:06:32.280
Steve Werner: which gets the link higher up the search results which then allows them to make more money from ads right, I mean the whole thing is.

00:06:32.430 –> 00:06:38.760
Steve Werner: it’s not there for free it’s there because they’re making money through it, so you started doing research.

00:06:39.270 –> 00:06:46.080
Steve Werner: What did you find and how did you decide to fix it like this is really interesting because most people.

00:06:46.980 –> 00:06:52.980
Steve Werner: would have said, I want to be, or I want to cook better from home and i’m going to spread recipes and make money.

00:06:53.370 –> 00:07:03.540
Steve Werner: Like i’m going to that’s how they get to this, you came from it from a completely different angle you saw the frustration, but then you started doing research So what did you learn when you started doing.

00:07:04.140 –> 00:07:13.110
annie: So I started just really thinking about it, talking to people about the experience but it wasn’t until I actually saw a tweet by another company.

00:07:13.710 –> 00:07:22.110
annie: basically saying hey guys we fixed food blogs here’s our tool, which was a scraping tool, where you can enter in the URL to a.

00:07:22.740 –> 00:07:27.990
annie: recipe on a blog and it returns you with only the ingredients and the directions.

00:07:28.950 –> 00:07:43.980
annie: That tool was shut down within 24 hours because it’s essentially stealing the copyrighted materials of bloggers, you know they put hours and hours into producing this content they shoot custom photography for it, they buy ingredients they pay for website hosting.

00:07:44.280 –> 00:07:50.340
annie: And it strips away all of their income so you’re only you know left with the piece that you want and they’re left with nothing.

00:07:50.700 –> 00:08:00.750
annie: And so there was so much backlash around that tool and that sort of the tone that they were going with you don’t have to deal with the life story of the blogger, you can just get you know the good stuff.

00:08:01.200 –> 00:08:13.020
annie: And so that’s sort of when I sort of explored more on the creator side of what issues are affecting the creators creators aren’t happy with the situation either you know they do, they earn.

00:08:13.770 –> 00:08:19.020
annie: On the higher end 20 to $30 per thousand people who visit their website.

00:08:19.410 –> 00:08:30.120
annie: And you know that that means they have to drive thousands and thousands and thousands of visitors to earn an income that for most people is not a full time income, so their side hustling to.

00:08:30.960 –> 00:08:38.880
annie: And so I really what I learned most in talking to creators was about the the tone and communication is that.

00:08:39.420 –> 00:08:44.340
annie: it’s really condescending to say, I only want this get your life story out of here.

00:08:45.090 –> 00:08:52.890
annie: And so that was huge in terms of what how i’m going to talk about things in my marketing materials on my blog.

00:08:53.310 –> 00:09:08.820
annie: And how we can build better relationships between the food bloggers and the end users, where the bloggers are treated with respect their stories are honored but at the same time, the content is formatted in an ad free way that.

00:09:09.300 –> 00:09:14.490
annie: You know, meets the needs of people who are actually have sticky fingers and they’re cooking the recipe.

00:09:15.780 –> 00:09:24.540
Steve Werner: Nice, I mean that’s at the end of the day, that’s what makes every business work better right, I mean you look at airbnb look at uber uber is probably the best like.

00:09:25.830 –> 00:09:39.900
Steve Werner: It made both sides better in let the drivers make more money it let the users get a better experience faster, you can do it through an APP cars are usually cleaner they’re usually in better shape usually.

00:09:40.500 –> 00:09:47.850
Steve Werner: Usually right, I mean we’ve all been in bad overs, but if you guys have never had the pleasure of riding in New York City taxi that can be.

00:09:47.970 –> 00:10:07.770
Steve Werner: 10 times worse so okay How, then, my question is you started doing the research, how did you come to a yes or no decision like this is what i’m going to do, or no it’s not worth it, because you just laid out like side hustle as a recipe food blogger.

00:10:09.030 –> 00:10:26.880
Steve Werner: let’s just put that into context for people who are trying to do the math right every if they make 20 bucks per thousand people for 10,000 people they’re making $200 the average food blog probably gets 5000 15,000 what’s.

00:10:27.270 –> 00:10:31.020
annie: I mean it’s just you there is no average food blogger, because.

00:10:31.800 –> 00:10:45.810
annie: It there are a higher number of bloggers on the lower end you try it for a year you don’t make that money until you fall off, but then there are food bloggers who are phenomenally phenomenally successful who make you know 10s of thousands of dollars a month.

00:10:46.470 –> 00:10:48.300
Steve Werner: right there the rarity though let’s.

00:10:48.300 –> 00:10:48.750
annie: Go with like.

00:10:48.810 –> 00:10:54.300
annie: 95% yeah you’re probably in that under $1,000 a month.

00:10:55.230 –> 00:11:02.250
Steve Werner: So and they’re putting in I mean to write a food blog to do custom photography to go get the stuff and write it.

00:11:03.090 –> 00:11:17.850
Steve Werner: You are correct, like I wouldn’t want to discount anyone’s story, but when i’m hungry and I want to cook air fire chicken I don’t want the life story, I will I definitely don’t want I get annoyed with videos that have longer than about a two second intro anymore on YouTube.

00:11:18.150 –> 00:11:21.390
Steve Werner: Like get rid of all of that crap like I don’t need to.

00:11:21.480 –> 00:11:35.340
Steve Werner: There was one I watch the other day, I think it was 35 seconds of intro crap it was like I don’t need any of that like so how did you come up with a solve for this, because I think your soft probably came through the research I would think.

00:11:35.820 –> 00:11:44.160
annie: yeah so we’re creating basically a premium experience, think about YouTube versus you know the paid version of YouTube think about.

00:11:44.430 –> 00:11:58.320
annie: You know, watching free YouTube videos compared to having a netflix subscription so our business model is the same we’re doing it premium subscription on a monthly or annual basis, so users are paying to access unlimited of our content.

00:11:58.590 –> 00:12:07.680
annie: And right now we’ve got access to about 6000 recipes but we’ve more than tripled our number of creators, since we launched in November, so we are.

00:12:08.040 –> 00:12:12.480
annie: You know, expanding that library at sort of an exponential rate and, soon, we will have.

00:12:12.870 –> 00:12:25.980
annie: Any recipe, you could possibly imagine instead of going and searching in Google, you can go to recipe and search there and find something that’s going to be formatted in a more user friendly way and that’s going to be, you know.

00:12:27.420 –> 00:12:39.870
annie: It doesn’t have ads obviously we do maintain the integrity of it, and so we keep that story or the tips and tricks, whatever the author is trying to share we mean team, the integrity of that because.

00:12:40.140 –> 00:12:49.200
annie: Food is inherently cultural and historical and familial and those stories are important, but we format it in a different way, so that it comes after.

00:12:49.440 –> 00:12:55.500
annie: That vital information that you need the ingredients, the directions go you’re paying for this premium experience.

00:12:55.740 –> 00:13:03.870
annie: Maybe that content adds a lot of value to you, so you can choose to engage with it or not, but it’s not you know forced and.

00:13:04.260 –> 00:13:15.150
annie: it’s seo content is very like you were mentioning common in food blogs, where you know, someone has a recipe for air fryer chicken wings their processes i’ve developed the recipe.

00:13:15.630 –> 00:13:24.630
annie: Now i’m going to create a keyword informed outline that must be at least 1000 words and they copyright or hire a copywriter.

00:13:24.960 –> 00:13:33.600
annie: For the sake of seo to build this seo content that strategically will get more eyeballs to their website and sort of that’s where.

00:13:34.020 –> 00:13:42.900
annie: The content it’s necessary because it’s, the only way you’re going to get from Google to their content, but it’s not adding value to the majority of the users.

00:13:43.080 –> 00:13:53.250
annie: So we’re just reformatting it so that that is all sort of bonus extra information if it’s helpful to you, you can read it, but it’s not going to get in the way of cooking that recipe.

00:13:54.300 –> 00:14:01.230
Steve Werner: Nice So how are you taking care of the recipe creators, because there go ahead.

00:14:01.680 –> 00:14:04.410
annie: So we’ve actually been able to achieve.

00:14:06.120 –> 00:14:11.070
annie: Payments payouts have an average of 70 cents per recipe view.

00:14:11.580 –> 00:14:25.440
annie: Which on an individual recipe view basis, but if you calculate calculate that out 2000 per thousand views per thousand impressions we’re looking at about $700 rpm versus what we were talking about previously.

00:14:25.860 –> 00:14:41.130
annie: Where you know, on the higher end bloggers tend to earn 20 to $30 per thousand views so for one thing we have successfully so far been able to pay out significantly more like you know more than 10 X per recipe view.

00:14:42.000 –> 00:14:54.960
annie: scalability obviously as a start up a new business is an issue, though, because you know if if we’re paying 10 X per recipe view but there’s only 10 recipe views that’s still not a significant amount of money.

00:14:55.320 –> 00:15:01.530
annie: And so we are taking care of creators in other ways, one thing we’ve done is we’ve launched a creator equity Program.

00:15:01.800 –> 00:15:11.730
annie: Which is you know similar to like an employee options pool where our creators, who contribute content over the period of our first year of business will have.

00:15:12.180 –> 00:15:25.350
annie: Essentially, what similar to equity in it, so that if in 10 years we are the netflix of recipes online we sell the company, then they also tangibly gain in the benefit because you know they.

00:15:25.920 –> 00:15:40.320
annie: Are our business relies on them, and so what we try to do is we try to actually treat them as if you know they are respective partners and we you know we need them, and so that’s sort of the the courtesy and the gratitude that we’re extending to our creators.

00:15:41.190 –> 00:15:51.840
Steve Werner: awesome So let me ask you what was in forming this, and thank you so much for sharing the story, because it, I find it really fascinating that you put the research first.

00:15:52.500 –> 00:16:08.310
Steve Werner: You kind of build the business based on like I could you could have done any business, you did it because you saw a need, what was the biggest thing the biggest Aha that you had in doing the research for this what was something that shine like a big light bulb that you weren’t expecting.

00:16:09.180 –> 00:16:26.040
annie: um I guess just the how much creators struggle to equally as much as users, because i’ve always been on the user side i’m not frustrated user who doesn’t want ads who doesn’t want to stroke scroll through content.

00:16:26.580 –> 00:16:33.660
annie: But I you know I interviewed creators i’ve emailed back and forth with you know, probably 100 different food bloggers.

00:16:33.930 –> 00:16:42.810
annie: i’ve run surveys to the food bloggers that i’ve been talking to you and communication with and the data is pretty amazing and one of the surveys I ran.

00:16:43.290 –> 00:16:54.630
annie: It 73% of the creators, that I had been talking to reported that they did not feel like they earned a fair wage or fair fair revenue for the amount of work they were putting into their blog.

00:16:55.050 –> 00:17:08.970
annie: And then beyond that that’s 20 I can’t do math 27% of creators, who do think they’re earning a fair amount of money they were significantly more likely to have revenue streams, including ads.

00:17:09.540 –> 00:17:17.310
annie: sponsorships and affiliate links and when you think about it, each of those things sort of deteriorate, the user experience.

00:17:17.640 –> 00:17:27.450
annie: If you have ads that’s one thing if you have ads and affiliate links and then it’s a sponsored post to each of these things make it a you know worst experience for users.

00:17:27.720 –> 00:17:36.210
annie: And that’s, the only way that creators can earn an income that is fair for the amount of time they’re putting in so it was really eye opening you know.

00:17:36.480 –> 00:17:46.020
annie: Being able to take a look into the other perspective of i’m used to one side of the story, which is i’m sick of ads on recipes but really seeing you know.

00:17:46.350 –> 00:17:54.690
annie: How creators feel and how they’re treated, because people do treat them with a lot of condescension and discarding you know, some people.

00:17:55.380 –> 00:18:05.310
annie: You know, put put seo content, but some people, you know if you’re looking at pad Thai they share the historical and cultural context of that dish, which is important to them.

00:18:05.520 –> 00:18:13.170
annie: And so you know it feels to them, sometimes like people are saying you know go go back to the kitchen, you know just make me a sandwich.

00:18:13.410 –> 00:18:24.990
annie: Which isn’t a good feeling, so it was really getting a holistic perspective, not only of what the you know users, consumers experience, but on the other side, what what goes into producing this content.

00:18:26.040 –> 00:18:26.430
Steve Werner: got it.

00:18:27.450 –> 00:18:39.270
Steve Werner: Okay, so I want to shift gears a little bit, and I want to move into what your degrees in and actual like marketing research, so if somebody is looking at starting a business if they’re getting started.

00:18:39.690 –> 00:18:54.300
Steve Werner: coach consultants course creator maybe they want to start a brick and mortar business if they’re thinking about starting a business, what do you think the first two or three steps should be that they start researching what should they be looking at.

00:18:55.110 –> 00:19:02.880
annie: yeah so you want to ask lots and lots of questions and actually one of the problems with market research and marketing research is that.

00:19:03.240 –> 00:19:08.220
annie: it’s made to seem very inaccessible to entrepreneurs and to small businesses.

00:19:08.490 –> 00:19:17.640
annie: Because if you, you know go to a database you’re trying to find your target market size and you go to these databases it’s like $5,000 to access.

00:19:17.880 –> 00:19:29.100
annie: You know, a report of market statistics or if you go to an agency it’s going to cost $10,000 a month or whatever it is it’s very, very expensive and there’s sort of an elitist attitude of.

00:19:29.460 –> 00:19:38.220
annie: You know you have to do it scientifically with rigor and in these certain ways that only a few train people like myself, you know have that experience to do.

00:19:38.550 –> 00:19:48.630
annie: So understanding that you can access marketing research to as an entrepreneur and not being intimidated that’s going to be huge starting by asking questions.

00:19:49.050 –> 00:19:58.920
annie: Like have a curious mind and ask, as many questions as you can both to your target user and to anyone else involved in the equation that’s going to be important.

00:19:59.280 –> 00:20:12.510
annie: And you can also utilize resources that you already have to do market research or marketing research, if you have an email list already you’ve been doing a blog you have blog visitors, if you have social media channels.

00:20:13.020 –> 00:20:26.700
annie: anything like that you can leverage those resources either reach out to people, personally, send a survey that kind of stuff and without having to pay money you know you can do marketing research with resources that you already have.

00:20:28.470 –> 00:20:31.290
Steve Werner: I mean that’s awesome I do think, I mean, I think.

00:20:32.850 –> 00:20:41.820
Steve Werner: When I got started, I remember I can’t remember what what site, it was but yeah it was like $1,000 for some kind of market research, I was like well I can’t do that.

00:20:42.780 –> 00:20:44.520
Steve Werner: But then I remember reading.

00:20:44.640 –> 00:20:52.440
Steve Werner: The four hour workweek and he just went on Facebook i’m actually at the time, I think it was my space battle.

00:20:52.470 –> 00:21:06.540
Steve Werner: Though like really date four hour workweek but like he went on social media and started asking questions he went to groups and he found people, and I feel like that is like you can’t over.

00:21:07.260 –> 00:21:19.770
Steve Werner: rate doing the research because i’ve seen so many people, I mean i’ve had people come to me with webinars that they spent hundreds of hours like 100 hours building out a webinar for a product that nobody wanted.

00:21:21.030 –> 00:21:29.190
Steve Werner: And they didn’t know that beforehand and it’s like if you just would have done spent five hours worth of research, it would have saved you so the.

00:21:30.120 –> 00:21:44.820
Steve Werner: I love the everyone out there right seth godin have a big why, like you wanted you want to be really passionate about what you’re doing, but you also have to do the research, because otherwise you’ll get into it a little bit and you won’t have.

00:21:45.960 –> 00:21:51.780
Steve Werner: The income to support it because the market doesn’t want it, but you have to do both so.

00:21:53.190 –> 00:21:59.010
Steve Werner: I think the other question that I have for you, which I would be really interested in is how do you prevent.

00:21:59.370 –> 00:22:09.420
Steve Werner: Confirmation bias in the marketing stuff that you get because I know so many people That said, well, I did marketing research, I went and asked people, and this is what I got back like I got this essay.

00:22:09.810 –> 00:22:20.610
Steve Werner: Back That said, you know they really wanted this widget and it’s like when I read the research on like that’s not what I get from it, but you were looking for it So how do you prevent confirmation bias.

00:22:21.060 –> 00:22:33.330
annie: So to start you can’t entirely you know they’re always going to be biases and you know the approach you’re taking you know can influence the results that you get in your interpretation can impact.

00:22:33.600 –> 00:22:42.060
annie: So my biggest piece of advice is to start with a plan and to define your marketing research plan before you ever do it, you write down.

00:22:42.300 –> 00:22:45.900
annie: You know what is your business objective in doing this research.

00:22:46.200 –> 00:22:59.610
annie: What questions do you need to ask, in order to figure that out what type of data analysis, do you want to do, because you know if you just want averages, if you want descriptive statistics or if you just want yes, no answers.

00:22:59.970 –> 00:23:10.680
annie: you’re going to be asking much different questions, then, if you want qualitative information or, if you want to do you know T test and more advanced you know statistical modeling and that sort of thing so.

00:23:11.040 –> 00:23:22.950
annie: You want to really understand what information, you need to answer that business question and then you build questions, based on, you know how do I reach that objective, instead of.

00:23:23.220 –> 00:23:32.970
annie: You know, going into an interview and saying i’m going to wing it, because then you know you’re you’re leading the discussion in a way that may not be productive to those goals.

00:23:33.480 –> 00:23:42.180
annie: A few other things that are like specific call outs are leading questions so you know you might be a pet a pet.

00:23:42.720 –> 00:23:55.410
annie: apparel supplier you create dog jackets you sell dog jacket so you’re asking i’m doing marketing research i’m asking my audience, do you love dogs, with the option, yes or no i’m a terrible person.

00:23:55.950 –> 00:24:02.940
annie: Obviously that’s an exaggerated, you know example but that’s the sort of thing you see in like Facebook polls like where you’re.

00:24:03.450 –> 00:24:11.160
annie: you’re leading them to the correct answer, which is obviously, yes I love dogs because i’m not a terrible person and would never want to admit that.

00:24:11.430 –> 00:24:15.900
annie: But you know, there are much more subtle examples for companies do that, where they.

00:24:16.320 –> 00:24:23.400
annie: Put that feeling of this is the wrong answer, and you can tell, in the way they worded it so that it’s going to influence either.

00:24:23.730 –> 00:24:37.920
annie: Only the people who receive the people will respond are going to be only yes answers, or the people who would normally answer, no, you know, maybe they like cats a little bit more, but i’m influenced to mark, yes, instead, because I don’t think i’m a terrible person.

00:24:39.090 –> 00:24:47.250
annie: And then they’re like double barreled questions, which is another example so say, the question is, do you like dogs and why do they make you happy.

00:24:48.120 –> 00:24:58.920
annie: that’s two different questions jammed into one question we’ve said, do you like dogs, yes, I like dogs, but maybe they don’t make me happy, maybe they make me feel companionship.

00:24:59.190 –> 00:25:15.210
annie: And so you’re not able to you know parse the answers of you know which answer, are they answering what their response so Those are just examples of things you want to avoid so that you’re not sort of steering your audience, to give you the answer that you’re looking for.

00:25:16.140 –> 00:25:21.270
Steve Werner: that’s that’s really good I I like that, and I, like the way that it’s laid out so.

00:25:22.200 –> 00:25:33.120
Steve Werner: The thing that I could hear people saying is well how do I come up with the right questions, what are some sample questions that people should be asking like I know that it’s hard, I know that is based on.

00:25:34.440 –> 00:25:47.880
Steve Werner: A lot of different variables, there are a lot of different spaces out there, but how do you come up with the good questions because you’re, you said you know, take the time to come up with really good questions, what are good questions that they should be asking.

00:25:48.540 –> 00:26:00.030
annie: Good questions, I mean obviously want to look for these type of biases in your question, so you can come up with your you know the questions that come to your mind jot those down.

00:26:01.020 –> 00:26:11.880
annie: right down to you know, look at that question and say what business goal does this question help me achieve what am I asking about what is the way i’m asking about it questions should be.

00:26:12.990 –> 00:26:19.410
annie: collect, what is the way to say it mutually exclusive and collectively exhaustive.

00:26:20.580 –> 00:26:33.570
annie: And so, that means if you’re asking you know how old, are you and the age ranges are you know 18 to 2022 24 and 25 to 99.

00:26:34.020 –> 00:26:40.680
annie: that’s a terrible you know set of age ranges in general, but then, if someone is under the age of 18 and they’re taking the survey.

00:26:41.160 –> 00:26:55.440
annie: You won’t even be able to know if you need to exclude their answer if you’re only looking for data from people over the age of 18 well now either those people don’t take the question, or they lie on it, and then you know if you’re saying.

00:26:56.580 –> 00:27:07.470
annie: 18 to 2022 24 what does a 20 year old respond in that case, do they do the 18 to 20 or 2224 so you need to look for things like that.

00:27:09.000 –> 00:27:15.540
annie: And, and you know that maybe you’re asking questions about shoes right so.

00:27:16.020 –> 00:27:24.270
annie: What what shoes, do you wear most often and you have high heels or ballet flats, or you know work boots.

00:27:24.510 –> 00:27:41.130
annie: there’s so many that you’ve left off on there that you know, maybe people put high heels, but that’s not their true answer so you need to make sure that i’m answer covers every possible scenario and that’s sometimes looks like putting a you know other category and they can fill it in.

00:27:42.150 –> 00:27:47.670
annie: But that just ensures that you get a little bit better data, for you know that type of question.

00:27:48.660 –> 00:28:02.760
Steve Werner: got it, so the last question that I have for you is what is the biggest mistake that you see people do when they are doing research when they actually take the time to do some research Where do they go off the rails what’s something they should avoid doing.

00:28:03.300 –> 00:28:14.520
annie: um for me i’m you know split in the middle, because it drives me crazy that people are intimidated by market research so people don’t do it because they’re afraid.

00:28:14.820 –> 00:28:19.350
annie: And then on the complete opposite spectrum they’re the people who do it and think their God.

00:28:19.740 –> 00:28:31.560
annie: And so you have to understand your limitations, you have to understand that you know, this is not scientific research, this can help you get answers that can help you make good decisions in your business.

00:28:32.010 –> 00:28:37.950
annie: But you know you don’t need to be publishing a research, study on the survey of 30 people that you did.

00:28:38.190 –> 00:28:40.080
annie: And that type of thing where.

00:28:40.260 –> 00:28:47.070
annie: You know, people are like I proved I scientifically proved that all women wear high heels 24 seven you know your.

00:28:47.940 –> 00:28:56.460
annie: People talk about it with such authority when they’ve done, you know they did a survey of 30 people, which is great that helps you understand those 30 people.

00:28:56.730 –> 00:29:10.770
annie: But it doesn’t necessarily help you understand a different 30 people, so you have to understand that your results your audience, you know it can help in your business but it’s not necessarily automatically applicable to other situations.

00:29:11.970 –> 00:29:19.320
Steve Werner: that’s I think that is really good to know, without them, I guess, two really quick follow up questions that came out of that the first one is.

00:29:19.860 –> 00:29:31.110
Steve Werner: What is a minimum viable number, you said 30 people I would think it would be a little higher, what do you think the minimum viable number for a market survey is.

00:29:31.830 –> 00:29:44.640
annie: It depends and that’s going to be the answer you know 99% of the time, there are statistical ways that you can calculate calculate the minimum sample size that you need for statistical validity.

00:29:45.060 –> 00:29:51.960
annie: A lot of the time you know you’re not using statistical methods that are you know going to going to make that necessary.

00:29:52.260 –> 00:30:02.250
annie: Or you know the the audience, you have access to your email list is only 100 people and the hundred people you send the survey to only 20 of them respond.

00:30:02.760 –> 00:30:14.580
annie: That doesn’t mean that you can’t use that data or that that data is bad it just means that you can’t throw 100 youth, I mean you can’t make a million dollar decision off of that that tells you, you know.

00:30:15.060 –> 00:30:26.790
annie: I I now have data to support this intuition, that I had or this assumption that I have which, in turn, then my next steps can be you know getting a greater data sample or.

00:30:27.060 –> 00:30:34.980
annie: You know testing it in different ways, you don’t want to weigh 100% of an enormous decision on a very small sample of data.

00:30:35.310 –> 00:30:51.360
annie: But at the same time, you know a lot of the time when you’re a small business or an entrepreneur you’re just not going to be able to get thousands and thousands of survey responses that are you know randomized so that you can make assumptions and and generalize that to a broader group.

00:30:52.380 –> 00:31:02.220
Steve Werner: got it, I mean there there’s a lot that goes into it, I just the one thing that I guess i’ve seen a couple of people do that I would I would call out here is they go to their friends and family.

00:31:02.790 –> 00:31:14.400
Steve Werner: And that’s probably the worst place to get data I would highly recommend going to a Facebook group, where you don’t know anybody because they’re going to be honest with you um go ahead that’s.

00:31:14.580 –> 00:31:22.710
annie: Definitely yeah that’s that’s definitely one thing is, it is your sample telling you what they think you want to hear that’s a problem.

00:31:23.190 –> 00:31:35.370
annie: Facebook groups can be helpful if you find the right audience, but again, you want the audience to closely match what you envision as your target market, so if you’re selling high heeled shoes.

00:31:35.670 –> 00:31:42.930
annie: You know, you might pop a question in a women’s forum women’s evening wear group women’s cocktail attire group.

00:31:43.200 –> 00:31:47.070
annie: Whereas, you know going into the dog lovers group and talking about high heeled shoes.

00:31:47.280 –> 00:31:55.260
annie: you’re not getting you might get responses, you probably won’t get any traction unless people start making fun of you, because that’s just how you know the Facebook algorithm works.

00:31:55.530 –> 00:32:10.860
annie: But you know if your target market is women who wear high heels informal settings and you’re serving dog owners those aren’t going to overlap very well and you won’t be able to generalize the data that you have to your greater target market.

00:32:11.970 –> 00:32:12.330
Steve Werner: got it.

00:32:13.560 –> 00:32:27.600
Steve Werner: Any Thank you so much for sharing like it’s a pretty fascinating journey to see first like how you built recipes and then like the kind of nuts and bolts of how it works if people want to learn more about you where should they go.

00:32:28.200 –> 00:32:38.190
annie: yeah so if you’re actually interested in recipe like you’re a home cook and it sounds cool you want to try it out just recipes COM are EC ipl

00:32:38.490 –> 00:32:49.230
annie: If you want to connect with me if you have questions about marketing research or you know you have a business idea, and you want to know what questions to ask anything like that you can reach out to me on linkedin.

00:32:49.500 –> 00:32:54.780
annie: And I can send you a link, so that we can include it in the show notes, too, if people want to connect with me directly.

00:32:55.500 –> 00:33:00.420
Steve Werner: awesome so both of those will be linked in the show notes under this episode.

00:33:00.750 –> 00:33:13.110
Steve Werner: Go check it out, and if you have questions definitely reach out you have somebody with a master’s degree in marketing research willing to help you take the time reach out to her on linkedin and you Thank you so much for being here today.

00:33:13.560 –> 00:33:14.460
annie: thanks for having me.

00:33:15.060 –> 00:33:22.320
Steve Werner: No problem, it is my pleasure and to everybody else out there until next time take action change lives and make money we’ll see you soon.


Share on facebook
Share on twitter
Share on linkedin
Share on pinterest
Share on reddit