Research reports
I’m experienced in the full end-to-end journey of creating an original research report—in fact, I wrote the internal playbook on it for my team at Momentive. My approach includes developing multiple hypotheses; getting buy-in from leadership and internal experts; writing, sending, and analyzing surveys; requesting commentary from influencers and customers; and building a comprehensive promotion plan.
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GetFeedback retail report: PDF
Many retailers had a rough time through the pandemic, so when I set out to create a report for this industry, I knew it needed to helpful AND encouraging. I organized the key takeaways from the research into the Rose, Bud, Thorn framework to keep things fun.
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GetFeedback retail report: Landing page
The downside of PDFs is they don’t help with SEO. But I saw an opportunity: By elevating the report landing page experience to one that provides value in its own right, we’ve been able to drive organic traffic to the report AND provide an in-depth, easily shareable PDF. I featured one key stat per section of the report and incorporated keywords and an SEO-friendly title to boost traffic.
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GetFeedback CX report: Landing page
To cover the depth of material and data I wanted to, I knew I needed to create a PDF. But I also wanted to provide some value to readers before they left the webpage. So instead of a typical bare-bones landing page, I crafted a web experience using a handful of key stats, complete with animations and an introductory video. This strategy has helped tremendously in boosting SEO and driving long-term traffic to the report.
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GetFeedback CX report: PDF
I always like including some real-life examples in my content, and my strategy here was two-pronged: First, I had an internal expert weigh in on whether the content and angle resonated (I also had her provide a video intro on the landing page), and second, I requested commentary from other CX leaders in the field whose quotes I featured in the report.
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SurveyMonkey marketing report
As a marketer, I know one of the biggest challenges we face is breaking through the noise and creating content that resonates. So when I started planning a research report targeted at marketing leaders, I knew it needed to stand out. From the bright colors and imagery to the key stat I chose for our title, the report and promotions were designed to grab attention.
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GetFeedback SaaS report: PDF
SaaS companies operate in hyper-competitive environments and tend to be obsessed with growth. For the second report of GetFeedback’s vertical research series, I studied how SaaS companies can boost each of the key growth levers—acquisition, retention, and expansion—by improving the customer experience.