April 12, 2024 • 12 mins
This week we're talking about the power of market research in creating your offers and attracting your dream clients. But we're putting a spin on it! Market research can be a very time consuming and costly endeavor especially for solopreneurs. I'm sharing how you can use AI to help analyze and access research into you target audience. Making it easier for small business owners to get the data they need to create magnetic marketing. Prefer visuals? Find this episode over on youtube. https://youtu.be/1OMuBSd8GgI?si=i0CXqpqZTDCFsDdt
00:00 Introduction to a Unique Podcast Episode
00:20 The Power of Market Research and AI
01:03 Understanding Your Ideal Client Avatar
01:50 Gathering Market Research Data
02:29 Leveraging AI for Market Research
04:25 Crafting Effective AI Prompts
08:07 AI-Assisted Competitor and Testimonial Research
10:19 Innovative Market Research: Interviewing AI
12:09 Conclusion and Invitation to Engage
Follow Dear Kate Brand Strategy on Instagram
Learn more at Howyoupicturedit.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
ATR2100x-USB Microphone (00:00):
Welcome back to how you pictured it this
(00:01):
week, we're doing something alittle bit different.
I'm pulling the audio from aYouTube video that I created.
And sharing it here on thepodcast.
If you do better with visuals,or if you want to see some of
these prompts that I'm talkingabout live, you can go over to
YouTube at dear Kate brandstrategy and find the video
version of this episode.
Let's go ahead and jump into it.
ATR2100x-USB Microphone (00:20):
Market research is one of the best ways
that you can figure out how toconnect with people and get
those just right clients in yourdoor.
but did you know that you canuse AI to help you with it?
when we're just starting out ourbusiness, even in those first
few years, it can be hard toafford hiring someone to help
you with market research.
and it can also be difficult tofind access to those right
people.
today I'm going to share whymarket research is important and
(00:40):
a few ways that we use it andthen how we can use AI to help
us through that process.
So, why does market researcheven matter?
well, when we know more aboutthe people we want to work with
and how we can help them, how totalk to them and reach them,
it's a lot easier to bring ouroffer to the right person.
When it comes to looking at ourideal clients and our ideal
client avatar, that's probably aterm you've heard a lot.
we want to look at an actualperson and see how they're
(01:03):
interacting with things.
There are four areas of clientavatars that we're going to look
at.
First is the demographics.
that's where they live, how muchmoney they make, how old they
are, those just basic datapoints about a person or
demographics.
Then we're going to look at thepsychological factors, which are
like their values, their fears,their goals, what are they
wanting, what are theystruggling with?
(01:23):
We're going to look at theirbehavior.
What are they buying?
What are their buying habits?
How are they interacting withbrands?
And then we're going to look attheir preferences.
So what products and servicepreferences do they have?
What communication channels dothey use?
How are they interacting?
and what actions are theytaking?
Finding your client avatar isfar beyond creating a fake
person to sell to.
(01:45):
It's figuring out themotivations of our buyers, what
they think they need, and how wecan help them.
Where do we usually get thisinfo?
Well, there are two placestypically.
First hand, by interviewing youraudience.
Again, as I mentioned, whenyou're newer into business, you
don't always have access tothose right people, to the right
clients to interview.
So that can be really tricky.
The other place that we get thatinformation is from social
(02:06):
listening.
Looking at Google reviews,what's being said publicly, what
people are saying on Instagramor on social media, other
platforms, about productssimilar to what you want to
offer.
the problems that you'resolving.
We're listening to what peopleare saying, their language, how
they're talking about it, whatthey're saying their problems
are, and then trying to figureout like how we can help them
(02:27):
and how we can talk to them andreach them.
This is where AI comes in.
we can use AI both for oursocial listening and for our
first hand interviews.
With first hand interviews, whatyou'll do is use your AI to
analyze the data.
So if you do have access to theright people, you're going to
interview them.
You're going to ask themquestions about who they are,
what they do, those demographicquestions.
(02:47):
Then you're going to get intomore of those, psychological,
questions.
So, what, what are youstruggling with?
What have you tried in the pastto solve your problem?
What concerns you about yourproblem?
What would it look like if yourproblem was solved?
Questions like that.
you can ask them thosebehavioral questions like, when
was the last time you boughtsomething?
(03:08):
Um, how did you choose that?
Those kinds of questions.
and then those preferencequestions like, where do you
hang out?
Are you on social media?
Where do you consume things?
So that you get an idea of how areal person is interacting and
experiencing the problems thatyou solve and interacting with
other brands.
With that, I highly recommenddoing those calls over video so
you have a recording.
(03:29):
You can also invite an AI bot toyour call like Otter AI or
Fireflies.
These are tools that come in andtranscribe your call for you, so
you have a script of exactlywhat was said.
They also offer summaries, whichcan be helpful and help you
find, like, the different littlepieces of information throughout
the call.
With that, you can also pullyour transcript into a program
like ChatGPT or Gemini, Claude,there are lots of different AI
(03:52):
tools out there now.
And you can ask, AI to help youkind of analyze that data.
Help it find common threadsbetween different interviews,
find words that the people areusing that you're interviewing.
How are people describing this?
What are they saying theirproblems are?
Asking questions and compilingthem into data that you can then
use to turn around and do yourmarketing, figure out your brand
(04:13):
strategy, and so forth.
We can also use AI for oursocial listening.
Here we're using AI to compileour data.
Pulling from different sourcesand then asking AI to analyze it
for us.
let's get into how all of thisactually looks inside those
programs and the questions andprompts that you can write for
AI.
When you're crafting a promptfor AI, there are a few big
(04:34):
steps that you want to take.
First, you're going to give yourbot a job.
Start with, you're an expert inbehavioral economics, in buying
psychology, whatever role itmight be that you want to give
the bot.
by giving it a job like that,you're giving it a place to
start looking for knowledgebase, and that helps tailor your
answer.
Next, we're going to define ourobjective.
(04:55):
What do you want to achieve inthis response?
So, telling it, you know, I needyou to do X, Y, Z.
Three, we're going to be veryspecific.
We're going to provide detailedinformation and context to guide
AI's output with prompts.
The better the input, the betterthe output.
Number four is to use clearlanguage and keywords.
(05:16):
Spelling and grammar do matter.
I've seen problems with our AItools where we didn't capitalize
or we didn't use AI got confusedand didn't give us a very good
response.
And then fifth, we're going toset expectations.
We're going to provide a formator structure that we'd like the
response in.
Sometimes I want to see it in atable format so I can see, you
know, common problems thatsomebody has.
(05:38):
sometimes they want it inbulleted format.
Sometimes I just want like wordsand I don't want definitions or
explanations.
I just want like base, likedata.
So we're going to make sure thatin our prompt we include what we
want that final result to be.
A bonus suggestion here is toask AI what other information it
needs.
You can say at the end of yourprompt, please let me know if
(05:59):
you need any additionalinformation to improve this
response, and AI will give you alist of questions.
It's awesome.
It tells you exactly whatinformation it needs to give you
the very best response possible.
And sometimes those questionshelp me think through things
that I hadn't thought throughbefore.
Here are a few prompts that youcan use for social listening.
The first one is for figuringout fears and frustrations.
(06:20):
you're an expert in consumerbuying psychology.
Examine forums in the blankindustry, and provide common
fears and frustrations of yourideal client in regards to
whatever your offer is.
So fill in those blanks there.
You're going to tell them whatyour industry is, who your ideal
client is, and give them alittle bit of information about
what your offer is or what theproblem is that your offer
(06:41):
solves.
that's going to help the botgive you some information on how
people are experiencing thatproblem.
the second prompt I'm sharinghelps with pain points.
This one says, examine socialmedia conversations of blank
target market and find commonstruggles with, problem that
your offer solves.
Give me eight struggles in theclient's language without using
(07:02):
any jargon.
When we're doing this, we'regetting some more information
about like the actual wordspeople are using so we can
regurgitate those to them anduse them back with our audience
so that our audience sees thatwe understand their problem.
That also helps with searchengine optimization because
people are typing their problemsinto Google with their own
language.
They're not using those jargonywords that we're using as
(07:23):
business owners and as experts.
So using their language helpsdrive them to our site as well.
Next is motivations.
So you're an expert inbehavioral economics.
Identify common motivationsblank people have to blank,
solve whatever their problem is.
Use their language.
And then the last one I want toshare is lead magnet ideas.
(07:45):
Pretend you're my ideal clientavatar.
What hurdles do you need toovercome before you're ready to
blank, reach the ultimate goal,um, invest in my product or
solve the problem that myproduct solves.
This is a great one for figuringout what that bridge is between
where people are right now andwhere they need to be to be
ready to invest in your offer.
(08:07):
We can also use AI to help uswith competitor research.
This is great.
I use this within Website WriterAI, my custom copy bot that
writes your website for you, andit helps to, again, pull that
natural language that people areusing, and also helps to see how
people are talking about theirexperience with another business
and how we can that and how alsowe can mirror that.
(08:28):
Here are a few prompts you canlook at.
You're an expert marketresearcher.
I'm a blank in blank.
Please find the top competitorsin this market.
So that's one where we're tryingto figure out who else is doing
the same thing that we're doingin our area.
Next is act as a brandstrategist.
Search for blank service.
What gaps exist in this market?
(08:49):
This helps you see where you canmaybe like fill those gaps, what
you can do to be different thanother people in the market and
how you can help yourself standout.
Another one is you're a marketresearcher.
Analyze the market.
company website, any competitorwebsite.
What is their brand strategy?
What are their core messagingpillars?
This is another way that you canhelp differentiate yourself.
When you can see what otherpeople are doing, you can find
(09:11):
ways that you differ, ways thatyou're the same, and figure out
how to tweak your messaging tomake sure that you stand out and
that you have a competitiveadvantage.
finally I have two that aretestimonial related.
The first is you're an expert inconsumer buying psychology.
Research blank website.
Find five to 10 testimonialsfrom this site.
Provide them verbatim.
(09:33):
What are common themes and wordsfound in these testimonials?
By using that, we get exacttestimonials and we can see how
our ideal clients are talkingabout other businesses, what
they're enjoying about them.
How they're feeling served bythem and what the transformation
is in the client's eyes.
That helps us to, again, talk tothem in a way that shows them we
(09:53):
understand them and that we cansolve their problem.
The last one is perform a searchfor testimonials written by
blank target audience aboutblank your offer.
Provide me with 10 that showwhat pain points the writer
experienced before using theoffer and how the offer
transformed them, solved theirproblem, or changed whatever.
(10:13):
Again, this is another one tojust help you get really clear
on how people are experiencingtheir problems and how you can
solve them.
The last market research idea Iwant to share with you using AI
is to interview AI.
I've used this prettysuccessfully and been really
happy with the results.
I find that Google's Geminiversion of AI is more natural
language.
(10:34):
and does a better job at thisversus ChatGPT, but I do use
both and kind of go back andforth.
And you can absolutely do that.
You can take a response fromGemini and pop it into ChatGPT
and vice versa and play them offof each other to find what works
for you.
So with interviewing AI, whatI'm suggesting is giving the bot
the role of your ideal client.
(10:56):
you're going to give AI thatdemographic information.
Age, location, occupation, thosebasic things.
And then you're going to ask AIto use the language and words of
that person.
and then tell them who you are,what your offer is, and ask
questions about what motivatesthem, what they're struggling
with.
Use this just like you would aninterview with a client.
So the questions that I kind ofmentioned previously about
(11:18):
interviewing a client, you'regoing to use those same things
with this chatbot.
As you train that thread and getmore information in that thread,
you can use that thread forother things.
I popped in an email draft andasked my fake avatar, um, AI
bot, what would be morepersuasive in that email for
them.
how I could change it to make ita more convincing argument for
(11:39):
them.
and the bot gave me languagethat ideal client would use and
helped improve that email.
you can also give it screenshotsof a sales page or share your
lead magnet and ask how you canmake those things more
compelling for that avatar.
Using AI in this way can besuper valuable, especially when
you don't have access to thoseright people yet, or you don't
have the budget to hire somebodyto help you with this step.
(12:00):
All of this information is sovaluable in getting you to the
right people, getting you theinformation that you need to
speak to them in the right wayand know how to help them.
Give these prompts a try.
Let me know how it works foryou.
You can find me over onInstagram at Dear Kate Brand
Strategy.
I'd love to chat with you.
ATR2100x-USB Microphone- (12:15):
Thanks so much for listening to this
episode, I'd love for you toleave a rating or review on
whatever podcast player you'relistening in for the, how you
pictured it podcast.
It helps grow the podcast andlets me know what you want to
hear more of.
If you have a friend that youthink would enjoy this episode,
I'd love for you to share itwith them as well.
Talk to you soon.
Welcome back to how you pictured it this
(00:01):
week, we're doing something alittle bit different.
I'm pulling the audio from aYouTube video that I created.
And sharing it here on thepodcast.
If you do better with visuals,or if you want to see some of
these prompts that I'm talkingabout live, you can go over to
YouTube at dear Kate brandstrategy and find the video
version of this episode.
Let's go ahead and jump into it.
ATR2100x-USB Microphone (00:20):
Market research is one of the best ways
that you can figure out how toconnect with people and get
those just right clients in yourdoor.
but did you know that you canuse AI to help you with it?
when we're just starting out ourbusiness, even in those first
few years, it can be hard toafford hiring someone to help
you with market research.
and it can also be difficult tofind access to those right
people.
today I'm going to share whymarket research is important and
(00:40):
a few ways that we use it andthen how we can use AI to help
us through that process.
So, why does market researcheven matter?
well, when we know more aboutthe people we want to work with
and how we can help them, how totalk to them and reach them,
it's a lot easier to bring ouroffer to the right person.
When it comes to looking at ourideal clients and our ideal
client avatar, that's probably aterm you've heard a lot.
we want to look at an actualperson and see how they're
(01:03):
interacting with things.
There are four areas of clientavatars that we're going to look
at.
First is the demographics.
that's where they live, how muchmoney they make, how old they
are, those just basic datapoints about a person or
demographics.
Then we're going to look at thepsychological factors, which are
like their values, their fears,their goals, what are they
wanting, what are theystruggling with?
(01:23):
We're going to look at theirbehavior.
What are they buying?
What are their buying habits?
How are they interacting withbrands?
And then we're going to look attheir preferences.
So what products and servicepreferences do they have?
What communication channels dothey use?
How are they interacting?
and what actions are theytaking?
Finding your client avatar isfar beyond creating a fake
person to sell to.
(01:45):
It's figuring out themotivations of our buyers, what
they think they need, and how wecan help them.
Where do we usually get thisinfo?
Well, there are two placestypically.
First hand, by interviewing youraudience.
Again, as I mentioned, whenyou're newer into business, you
don't always have access tothose right people, to the right
clients to interview.
So that can be really tricky.
The other place that we get thatinformation is from social
(02:06):
listening.
Looking at Google reviews,what's being said publicly, what
people are saying on Instagramor on social media, other
platforms, about productssimilar to what you want to
offer.
the problems that you'resolving.
We're listening to what peopleare saying, their language, how
they're talking about it, whatthey're saying their problems
are, and then trying to figureout like how we can help them
(02:27):
and how we can talk to them andreach them.
This is where AI comes in.
we can use AI both for oursocial listening and for our
first hand interviews.
With first hand interviews, whatyou'll do is use your AI to
analyze the data.
So if you do have access to theright people, you're going to
interview them.
You're going to ask themquestions about who they are,
what they do, those demographicquestions.
(02:47):
Then you're going to get intomore of those, psychological,
questions.
So, what, what are youstruggling with?
What have you tried in the pastto solve your problem?
What concerns you about yourproblem?
What would it look like if yourproblem was solved?
Questions like that.
you can ask them thosebehavioral questions like, when
was the last time you boughtsomething?
(03:08):
Um, how did you choose that?
Those kinds of questions.
and then those preferencequestions like, where do you
hang out?
Are you on social media?
Where do you consume things?
So that you get an idea of how areal person is interacting and
experiencing the problems thatyou solve and interacting with
other brands.
With that, I highly recommenddoing those calls over video so
you have a recording.
(03:29):
You can also invite an AI bot toyour call like Otter AI or
Fireflies.
These are tools that come in andtranscribe your call for you, so
you have a script of exactlywhat was said.
They also offer summaries, whichcan be helpful and help you
find, like, the different littlepieces of information throughout
the call.
With that, you can also pullyour transcript into a program
like ChatGPT or Gemini, Claude,there are lots of different AI
(03:52):
tools out there now.
And you can ask, AI to help youkind of analyze that data.
Help it find common threadsbetween different interviews,
find words that the people areusing that you're interviewing.
How are people describing this?
What are they saying theirproblems are?
Asking questions and compilingthem into data that you can then
use to turn around and do yourmarketing, figure out your brand
(04:13):
strategy, and so forth.
We can also use AI for oursocial listening.
Here we're using AI to compileour data.
Pulling from different sourcesand then asking AI to analyze it
for us.
let's get into how all of thisactually looks inside those
programs and the questions andprompts that you can write for
AI.
When you're crafting a promptfor AI, there are a few big
(04:34):
steps that you want to take.
First, you're going to give yourbot a job.
Start with, you're an expert inbehavioral economics, in buying
psychology, whatever role itmight be that you want to give
the bot.
by giving it a job like that,you're giving it a place to
start looking for knowledgebase, and that helps tailor your
answer.
Next, we're going to define ourobjective.
(04:55):
What do you want to achieve inthis response?
So, telling it, you know, I needyou to do X, Y, Z.
Three, we're going to be veryspecific.
We're going to provide detailedinformation and context to guide
AI's output with prompts.
The better the input, the betterthe output.
Number four is to use clearlanguage and keywords.
(05:16):
Spelling and grammar do matter.
I've seen problems with our AItools where we didn't capitalize
or we didn't use AI got confusedand didn't give us a very good
response.
And then fifth, we're going toset expectations.
We're going to provide a formator structure that we'd like the
response in.
Sometimes I want to see it in atable format so I can see, you
know, common problems thatsomebody has.
(05:38):
sometimes they want it inbulleted format.
Sometimes I just want like wordsand I don't want definitions or
explanations.
I just want like base, likedata.
So we're going to make sure thatin our prompt we include what we
want that final result to be.
A bonus suggestion here is toask AI what other information it
needs.
You can say at the end of yourprompt, please let me know if
(05:59):
you need any additionalinformation to improve this
response, and AI will give you alist of questions.
It's awesome.
It tells you exactly whatinformation it needs to give you
the very best response possible.
And sometimes those questionshelp me think through things
that I hadn't thought throughbefore.
Here are a few prompts that youcan use for social listening.
The first one is for figuringout fears and frustrations.
(06:20):
you're an expert in consumerbuying psychology.
Examine forums in the blankindustry, and provide common
fears and frustrations of yourideal client in regards to
whatever your offer is.
So fill in those blanks there.
You're going to tell them whatyour industry is, who your ideal
client is, and give them alittle bit of information about
what your offer is or what theproblem is that your offer
(06:41):
solves.
that's going to help the botgive you some information on how
people are experiencing thatproblem.
the second prompt I'm sharinghelps with pain points.
This one says, examine socialmedia conversations of blank
target market and find commonstruggles with, problem that
your offer solves.
Give me eight struggles in theclient's language without using
(07:02):
any jargon.
When we're doing this, we'regetting some more information
about like the actual wordspeople are using so we can
regurgitate those to them anduse them back with our audience
so that our audience sees thatwe understand their problem.
That also helps with searchengine optimization because
people are typing their problemsinto Google with their own
language.
They're not using those jargonywords that we're using as
(07:23):
business owners and as experts.
So using their language helpsdrive them to our site as well.
Next is motivations.
So you're an expert inbehavioral economics.
Identify common motivationsblank people have to blank,
solve whatever their problem is.
Use their language.
And then the last one I want toshare is lead magnet ideas.
(07:45):
Pretend you're my ideal clientavatar.
What hurdles do you need toovercome before you're ready to
blank, reach the ultimate goal,um, invest in my product or
solve the problem that myproduct solves.
This is a great one for figuringout what that bridge is between
where people are right now andwhere they need to be to be
ready to invest in your offer.
(08:07):
We can also use AI to help uswith competitor research.
This is great.
I use this within Website WriterAI, my custom copy bot that
writes your website for you, andit helps to, again, pull that
natural language that people areusing, and also helps to see how
people are talking about theirexperience with another business
and how we can that and how alsowe can mirror that.
(08:28):
Here are a few prompts you canlook at.
You're an expert marketresearcher.
I'm a blank in blank.
Please find the top competitorsin this market.
So that's one where we're tryingto figure out who else is doing
the same thing that we're doingin our area.
Next is act as a brandstrategist.
Search for blank service.
What gaps exist in this market?
(08:49):
This helps you see where you canmaybe like fill those gaps, what
you can do to be different thanother people in the market and
how you can help yourself standout.
Another one is you're a marketresearcher.
Analyze the market.
company website, any competitorwebsite.
What is their brand strategy?
What are their core messagingpillars?
This is another way that you canhelp differentiate yourself.
When you can see what otherpeople are doing, you can find
(09:11):
ways that you differ, ways thatyou're the same, and figure out
how to tweak your messaging tomake sure that you stand out and
that you have a competitiveadvantage.
finally I have two that aretestimonial related.
The first is you're an expert inconsumer buying psychology.
Research blank website.
Find five to 10 testimonialsfrom this site.
Provide them verbatim.
(09:33):
What are common themes and wordsfound in these testimonials?
By using that, we get exacttestimonials and we can see how
our ideal clients are talkingabout other businesses, what
they're enjoying about them.
How they're feeling served bythem and what the transformation
is in the client's eyes.
That helps us to, again, talk tothem in a way that shows them we
(09:53):
understand them and that we cansolve their problem.
The last one is perform a searchfor testimonials written by
blank target audience aboutblank your offer.
Provide me with 10 that showwhat pain points the writer
experienced before using theoffer and how the offer
transformed them, solved theirproblem, or changed whatever.
(10:13):
Again, this is another one tojust help you get really clear
on how people are experiencingtheir problems and how you can
solve them.
The last market research idea Iwant to share with you using AI
is to interview AI.
I've used this prettysuccessfully and been really
happy with the results.
I find that Google's Geminiversion of AI is more natural
language.
(10:34):
and does a better job at thisversus ChatGPT, but I do use
both and kind of go back andforth.
And you can absolutely do that.
You can take a response fromGemini and pop it into ChatGPT
and vice versa and play them offof each other to find what works
for you.
So with interviewing AI, whatI'm suggesting is giving the bot
the role of your ideal client.
(10:56):
you're going to give AI thatdemographic information.
Age, location, occupation, thosebasic things.
And then you're going to ask AIto use the language and words of
that person.
and then tell them who you are,what your offer is, and ask
questions about what motivatesthem, what they're struggling
with.
Use this just like you would aninterview with a client.
So the questions that I kind ofmentioned previously about
(11:18):
interviewing a client, you'regoing to use those same things
with this chatbot.
As you train that thread and getmore information in that thread,
you can use that thread forother things.
I popped in an email draft andasked my fake avatar, um, AI
bot, what would be morepersuasive in that email for
them.
how I could change it to make ita more convincing argument for
(11:39):
them.
and the bot gave me languagethat ideal client would use and
helped improve that email.
you can also give it screenshotsof a sales page or share your
lead magnet and ask how you canmake those things more
compelling for that avatar.
Using AI in this way can besuper valuable, especially when
you don't have access to thoseright people yet, or you don't
have the budget to hire somebodyto help you with this step.
(12:00):
All of this information is sovaluable in getting you to the
right people, getting you theinformation that you need to
speak to them in the right wayand know how to help them.
Give these prompts a try.
Let me know how it works foryou.
You can find me over onInstagram at Dear Kate Brand
Strategy.
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