In the ever-changing world of insights, finding the right people is as critical as asking the right questions. The worst thing that can happen is that you get to the findings and realize you do not trust the data. You spoke to the wrong people. As more companies turn to internal resources to handle research, there’s an emerging challenge many may not realize: internal resources and audiences may be heavily biased.
With research using in-house databases or lead lists that you contact, you are speaking with individuals who are already familiar with your brand (or at least aware). While this type of feedback is valuable, it doesn’t give a full picture of the market landscape. To understand market opportunities, challenges, and future trends, it’s crucial to gather insights from individuals who may or may not have interacted with your brand —those who offer fresh, impartial perspectives and within which you may still identify users of your brand…or even better…lapsed users.
At Lux, we are experts in finding niche audiences for B2C and B2B insights. This is particularly valuable when businesses need to step outside of their own echo chamber to make strategic decisions. By partnering with a third-party like us, you not only avoid potential bias but tap into audiences that are not accessible through traditional channels.
Good questions to ask when evaluating the audience for your research:
- What am I hoping to learn at the end of this research initiative and how will I use it?
- Are customers and those who are engaged with my brand the right individuals to provide me with those learnings?
- Do I need competitive context? If yes, how biased would my existing list be in their perspectives of competitors?
- Who are the audiences I want to reach that would be able to provide me with the information I need?
- What are their must have characteristics, behaviors, demographics and geographic criteria that are non-negotiable?
- What are the nice to haves or hypotheses I have that I want to validate or disprove?
At Lux, we do not rely on a proprietary panel. Instead, we leverage an expansive network of trusted partners, combinations of which allow us to find almost any audience, no matter how niche. This gives us flexibility when it comes to sourcing hard-to-find participants; ensuring you get the right people and confidence when you reach that stakeholder meeting.
Examples of tough audiences we’ve reached in the past year:
- B2B: Meteorologists, specialized scientists, health care professionals, global C-suite executives, criminal defense attorneys, brokers, mall owners.
- B2C: RV owners in the US, extremely high net worth audiences in the US, France and China for a skin care brand, individuals with specific internet needs in remote US cities, day trippers to specific locales and minority groups.
Finding that hard to reach audiences allows us to move beyond shallow profiles and dive deep into your target. If you have a hard-to-find audience you want to speak to, get in touch with us for a conversation!