Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Suzi Dafnis
Australian Businesswomen’s Network

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Stella De Zotti
Australian Businesswomen’s Network

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Kate Tribe
Tribe Research

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Classic market research mistakes
• Unclear aim or objective
• Trying to solve everything at once
• Not making it regular
• Not feeding back to those that gave feedback
• Thinking market research will solve the problems
• Not utilising your own tribe
• Poorly designing the research

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Aims and objectives
• Why are you investing time and resources in market research?
• How are you going to use the research?
• Make it SMART:
• Specific
• Measureable
• Accountable
• Realistic (or reliable)
• Time specific

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Define the biggest priorities
• You can’t find out everything at once
• Establish what your key priorities right now are
• The other priorities might change when you have implemented
the results after your research on the key priorities
• Explore ideas / improvement areas business planning
• Uncover positives marketing
• Drive change with their insights

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Make it regular, allowing you to
• Track the changes and measure what you have implemented
• Refine and improve the research from the insights from last time
• Make the implementations in your business
• Keep communicating with your tribe and create conversations

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Feedback to those who gave feedback
• Acknowledges their time
• Allows you to inform them of your strengths
• Allows you to inform them of the changes you are making
• Allows you to clarify something you can’t change and the reason
• Encourages them to give you their time again and supports the
conversation

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Market research explores & uncovers
• … but it doesn’t drive the change – you do
It will give you insights, you need to take those and act on them
• Don’t act and your business won’t benefit, you won’t see an
outcome, and your tribe won’t feel valued
• Develop a planning day to evaluate the results
• Match feedback up with your own evaluation
• Combine their feedback into SWOTs on each area of your
business
• Make it part of your business calendar

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Utilise your tribe
• Your tribe is your: clients, customers, staff, suppliers, contacts
• They have experienced your organisation
• They know your strengths you should be marketing
• They have ideas on how you could do things better
• They have ideas on new products you could develop
• They are waiting for you to formally ask them

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Invest in design stage
• Survey should be like a story so they are drawn to do it
• Order the question responses from low to high – it is easier to
answer
• Make scales even – allowing for full range of views
• Don’t load the questions – it will bias your results
• Don’t overlap or miss categories – implies you don’t know your tribe
well
• Don’t ask questions they know the answers, if you don’t have to

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Getting your tribe’s ‘pulse’
• Ask simple questions
• How likely are you to recommend us?
• What is one thing we could do differently?
• What do we do really well?
• When you think of us, what 3 words come to mind?
• Understand scales so that you interpret the results correctly
• One word can have many meanings

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Ways to do it yourself
• You’ve defined your aim
• Your calendar has
• The research
• Planning day afterwards
• Feedback to your tribe strategy
• You have details to invite your tribe to participate
• You have thought about the research design

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Resources to do your own market research
• Social Media
• Online survey & polling software
• Tribal Tool-Kit

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Use social media for some research
• Your known existing tribe and new members are talking on
• LinkedIn – Q&A and Groups
• Twitter
• Set up Google Alerts to find people talking about topics of interest
• Communicate with your tribe online, establish yourself as an expert,
uncover their problems that you could solve: have conversations
• It isn’t a valid and reliable research project but it will get you started
and give you some ideas

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Online survey & polling software
• There are many available mostly with free options
• Identified versus anonymous links
• Remember to build survey like a story
• Incentives

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Tribal Tool-Kit
• AskURtribe – survey software
• CloudMaker – word cloud generator
• ActionMap – understand both importance and satisfaction to
generate your priorities

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
CloudMaker
• Visual representations [word
clouds] of participants’
answers to open-ended
questions based on the
frequency, making it easier to
understand
• high frequencies = big words.
• low frequencies = small words

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
ActionMap
• Satisfaction scale along the
bottom
• Importance scale up the side
• Helps to set priorities for
marketing and business
planning

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Question Time

Tribe Talk
How to use market research to discover niches, create
conversations and grow your business.
Next Steps
• Join the Know-How Now Community
• Start a discussion
• Participate
• Network

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