Morgan is 15-year startup marketing vet, who is passionate about helping great ideas and companies grow. He\u2019s currently the COO of Inman, a real estate media company that covers the residential real estate space in the U.S. He\u2019s also married to an awesome woman and has two kids that remind him of how lucky he is every day. <\/span><\/p>\n He loves to study what makes online companies grow, what makes some brands successful and others not, consumer behavior and all things business. He reads a ton, with his favorite reads being business books and biographies of famous leaders. His latest read, <\/span>Leadership BS<\/span><\/a>, is a great book on how most of the leadership advice is misguided and harmful to leaders and their teams. <\/span><\/p>\n You can follow Morgan on Twitter at <\/span>@morganb<\/span><\/a>.<\/span><\/p>\n Qualitative research for me really lies at the heart of what it means to be a marketer.<\/span><\/p><\/blockquote>\n Talking to customers, listening to people, peeling back the onion with the right questions to really assess their needs, wants and motivations is incredibly powerful. Running growth at Qualaroo certainly meant a lot of time studying and using qualitative research. It really helped me see first hand how powerful it can be when deployed properly.<\/span><\/p>\n I\u2019ve used it in my career in all sorts of ways: conversion rate optimization, product development, marketing campaigns, website and email copy, and software package and pricing. It\u2019s helped me learn what matters most to people, what concerns people have, and the words they use when they talk about a product and solution.<\/span><\/p>\n Analytics tells you what\u2019s happening, but voice of customer research tells you why. It\u2019s that contextual layer that helps put data into perspective. You can stare at numbers and guess at what\u2019s happening, or you can ask your customers and get feedback about what\u2019s really going on.<\/span><\/p>\n The beauty of qualitative feedback is that it helps you define the problem space better when you\u2019re looking to improve the performance of your business. For example, you can see a really high cart abandonment rate and guess at all the potential issues preventing someone from purchasing or subscribing, or you can talk to some people and narrow your set of potential hypotheses and experiments. It\u2019s a great way to shorten your experimentation process and find higher quality tests that are more likely to be wins. <\/span><\/p>\n There are lots of ways you can collect qualitative feedback, from interviewing people in person or on the phone, surveying users via an onsite survey, using Net Promoter Surveys via companies, to marketing panels where you survey people who are in your target market. The key to effective user surveys is to ask the right questions to the right people, so that you’re eliciting valuable feedback. <\/span><\/p>\n\n
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