The food service industry is cyclical, with fluctuations in fluctuations in consumer tastes and economic conditions that can impact the success of any restaurant. This uncertainty emphasizes the importance of the research restaurants conduct to understand their target customers better.
However, the challenges associated with such research continue to ripple across the industry as the methods and data used must be updated regularly. To keep up with the perpetual demand for research data, companies like Brizo offer a cutting-edge resource to restaurant technology providers, manufacturers, and other foodservice professionals.
Hailed as the “future of restaurant tech research”, Brizo’s annual research studies provide a valuable source of data for those supplying services directly to the restaurant industry. With a comprehensive database and unparalleled access to insights, the company helps foodservice entrepreneurs effectively target and appeal to the right customers.
However, the research process can be complicated. To help you understand how to navigate the best practices for restaurant user research, here are the top ten things to consider.
1. Choose the Right Methodology
When researching your target customers, it’s essential to consider the best approach for collecting the data you need. The four most widely used research methods are surveys, focus groups, interviews, and observational studies. Each method has its pros and cons, so it’s important to do your homework and select the most appropriate option for your situation.
2. Identify Your Target Audience
It’s essential to understand the demographics, psychographics, and behaviors of the market before designing your research study. Identify customer profiles associated with your offering and research each segment’s preferences, values, and purchase decisions. This allows you to craft questions that are tailored specifically for your target market.
3. Understand Your Goals
Determining which questions to ask during a research project can be difficult. To ensure you’re collecting the necessary information, it’s important to first understand what you’re trying to accomplish. Once you have a clear understanding of your goals, you can then tailor the questions to meet those objectives.
4. Design an Engaging Survey
When it comes to survey design, it can be hard to get people to respond. To encourage completion and accurate responses, create a survey that’s interactive, easy to use, and only includes the most essential questions. Additionally, make sure the questions are relevant to customers, useful to the research project, and thoughtfully structured.
5. Conduct Focus Groups
Focus groups are an effective way to gain insight into customer habits and preferences. Using this method, you can gather data in the form of their conversations and gauge their reactions to certain ideas. Make sure to offer incentives, keep the groups small, and be prepared to take notes.
6. Select the Right Software
To ensure your data is collected efficiently, it’s important to choose the right survey software. Look for a platform that’s reliable, secure, and offers features like easy sharing, reporting, and analytics. Doing so allows you to track customer responses, run surveys with ease, and monitor the results.
7. Monitor Social Media
Social media can also be used as an effective tool for research. Monitor conversations around topics in your industry to get an understanding of customer sentiment and ensure you’re staying ahead of the competition. Additionally, engage directly with customers and pose questions to obtain feedback.
8. Utilizing Data Science & AI
In addition to the traditional survey methods, you can also use data science to gather more in-depth and insightful data. By leveraging data science and artificial intelligence, you can gain valuable insights into customer behavior and preferences that would otherwise be difficult to obtain.
9. Use Multimedia & Gamification
To boost engagement with respondents, use multimedia and gamification in your surveys. For example, adding graphics, GIFs, audio, and video clips to your survey can help capture respondents’ attention. Similarly, you can add interactive elements such as questions and quizzes to make the process more fun.
10. Analyze the Data
Once the data is collected, it’s essential to analyze the results and make informed decisions. With the help of junior data analysts, you can quickly spot patterns and devise strategies for improving the customer experience. Additionally, use the insights to tailor upcoming marketing efforts and product offerings.
