As marketers, we’re always trying to learn more about our target audiences. Who are they? Where do they live? How do they learn about the products or services they need? What articles on our website do they download? How long do they stay on a webpage before making a purchase?
The questions we can ask and insights we can gather through research are almost endless. But one specific kind of research let’s us go beyond the “who” and “what” – and tells us “why” they do almost everything they do: attitudinal research.
What is Attitudinal Research?
Attitudinal research is qualitative research that’s used to understand an individual’s opinions, beliefs, feelings, or thoughts. It measures the importance of certain attributes of products, services, or organizations, and in turn, delves into how those factors impact how the consumer thinks or feels.
This research offers a closer look at the mindset of your audience to understand what makes them tick – and in turn, can help you better communicate with and serve them.
How is Attitudinal Research Different?
Most of us are familiar with behavioral research: It takes a look at an individual’s actions, and measures or quantifies WHAT they do – your website clicks, online purchases, or email forwards, for example. This type of research does have many benefits. But unfortunately, behaviors change – and behavioral data doesn’t tell us the “why” behind “what” those users are doing.
On the other hand, attitudinal segmentation tells us more of the story, revealing the emotions and feelings motivating those behaviors. Attitudes are more deeply rooted and don’t change frequently, which means this data can give us great insights into the minds of our members, and a rationale behind why they make the decisions they do.
How can I use Attitudinal Research?
So, why should you consider including attitudinal research in your 2022 strategy? Because it reveals fascinating and practical insights – for example, what kind of content your audience segments find compelling, what sources they’re using for information, and the challenges they want to help solve.
Because it helps categorize attitudes and track sentiments on important issues – like a brand or organization’s approach to DEI, for example – attitudinal research can help you decide where to focus your efforts, what issues to address first, and how to prioritize your actions.
The results of your attitudinal research can also help direct your messaging, and allow you craft communications that are more persuasive, that resonate more deeply with your audience, and that speak to your end user’s unique needs.
One important thing to keep in mind, though: Attitudinal requires critical thinking to sit down and understand why people are feeling the way that they are. These are qualitative insights that need to be interpreted in order for them to be used. It’s not as quick and easy as assessing demographic or behavioral data, but the results are more nuanced, and can help you truly add value for your end user, and meet them where they are.
Want to learn more about attitudinal research – or even better, to sign up to participate in our 2022 study? Let’s talk!
