" Being a marketer trying to find insights in 2024 means being bombarded with overwhelming amounts of information that is often inaccurate or not actionable. "
A Steeped AI and Twocents Insights Production
Steeped AI's founder, Nathan Beddome, worked with Steph Kumar (Chief Advisor) and her company Twocents Insights to create an extensive study about data-driven professionals and their largest insight pain points in their day-to-day job and processes. Qualitative interviews were first conducted for a dense snapshot, and then the survey was developed and served to quantify opinions and problems among 80+ professionals.
Digital Marketer
Steeped AI Customer Pain Points Study
Among respondents in Steeped AI Customer Pain Points Study:
1 in 2
Say maintaining insight development, freshness or actionability is the hardest insight task.
2 in 3
Say surfacing new and interesting insights is difficult for their job.
~1/3rd
Say "lack of necessary tools" or "unclear decision making" is top roadblock in their day to day.
Qualitative Interviews
Nathan interviewed 3 marketers, 1 seller and 1 product manager from different geographies in the U.S. and across the automotive, gaming, music streaming, social media and digital security industries. Nathan asked the professionals to go through each stage of their job, which includes finding insights, and then zooming into the pain points across each stage.
Study Development
Steph and Nathan drafted many questions about the different insight and research problems, pain points and opinions that come up within the professional's jobs. The questions were then put through rigorous refinement to ensure conciseness and relevance, as well as to elimate bias. The study was then loaded into Qualtrics, re-designed, optimized for mobile, and tested.
Loading the study into qualtrics.
Testing survey design on mobile.
Study Serving
Steph sourced pricing from multiple survey vendors. The pricing ranged from $33-$120 per completion within the specified target professionals, which was outside the budget. Instead, they shared the survey organically on LinkedIn to their combined 3,500 followers and in multiple LinkedIn Research/ Marketing Groups. Then they targeted specific job titles in a sponsored LinkedIn Post and Meta Ads Campaign. Overall, there were 80+ completions from data-driven professionals with an average $4 cost per completion.
The LinkedIn post that was the top source of completions.
One of many variants of the Meta Ad campaign.
Findings and Insights (Stay Tuned!)
As of April 2024, the study is still serving and populating results. After results are loaded, Nathan is going to give the study the full Steeped AI treatment with its NLP, ML and Gen AI tech to fully break the study apart and understand it. Steph and Nathan are developing a newsletter to highlight insights from the study, along with relevant behavior insights and examples of solutions and tips for these pain points. See preliminary results here or sign up for our insights newsletter here.