How to Research Your Way to Greater Profits (with Sean Jordan)
Sean Jordan is the President and Principal Investigator for the Research & Planning Group. As a 2009 graduate and current faculty member of the Master of Marketing Research (MMR) program at Southern Illinois University in Edwardsville (one of the only professional marketing research post-graduate programs offered in the nation), Sean is equipped with a wide array of quantitative and qualitative research techniques and possesses a number of skills that aid him in research design, data analysis and report presentation.
In this episode, Sean explains the difference between quantitative research (numbers like averages and percentages) and qualitative research (listening to what people think and feel through interviews and focus groups), and how qualitative findings are put together by targeting the right participants, conducting about 20–30 interviews, and identifying common themes and illustrative stories.
They also discuss how research insights can shape messaging and product strategy, how the internet has shifted research from paper/mail to digital and from in-person/phone to Zoom-based qualitative work, the power and risks in using AI to conduct meaningful research, and how observational research via online video can help you understand market needs.
This episode is a treasure trove of information about how to research your target market effectively.
DISCUSSED IN THIS EPISODE
00:54 Meet Sean Jordan + Episode Topic: Research Your Way to Greater Profits
02:22 Quantitative vs. Qualitative Research (Numbers vs. Listening)
03:24 How Qual Interviews Work: Sample Size, Themes & Story “Marketing Fodder”
05:52 Turning Insights into Taglines: Credit Union “Not a Bank, Better”
06:17 Who Research Is For: Full-Service Agency Model + When It’s Worth the Cost
08:20 DIY Research for Small Businesses: Customer Conversations + Better Surveys
10:33 Act on Feedback: Steak-Off-the-Menu Story + Domino’s Research Comeback
16:19 How the Internet Changed Research: Zoom, Speed, and Panel Fraud
19:57 Beyond Interviews: Observational & Secondary Research (Reviews, Case Studies)
22:54 AI in Research: Privacy Risks, Hallucinations & How to Use It Safely
30:30 Where to Find Sean + Final Takeaways on Purpose-Driven Listening
31:49 Wrap-Up: Reviews, Resources, and Closing Credits
FULL EPISODE VIDEO
CONNECT WITH SEAN
Website: https://www.researchplan.com; https://www.themarketinggateway.com
Social Media:
LinkedIn: https://www.linkedin.com/in/seanjjordan/
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