How Suzy Connect Merges CRM with Panel Audiences for Richer Customer Profiles
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Wherever your audience is, you can use Suzy Connect to reach them. Learn how and why you should tap into both your CRM audiences and Suzy’s panels.
When it comes to market research, leveraging the right audience is essential for gaining valuable insights into consumer behavior and preferences. There are plenty of audiences out there though—so which should you use during your research? You could tap into your own customer relationship management (CRM) audiences or use a third-party consumer panel.
Each approach has its own advantages and considerations—but ultimately, they work best when used together for a well-rounded, clear picture of consumer behavior.
Enter Suzy Connect—a solution designed to bridge the gaps between data silos for a clear, unified view of consumer behavior. This isn't just a tool—it's a strategic asset that boosts your market research and deepens your understanding of consumers, so you can not only meet but exceed customer expectations and drive focused, effective growth.
Let’s take a look at the differences between using your CRM and panel audiences, when to use each, and why you should connect both in your next research project with Suzy Connect.
Using your own CRM audiences for tailored insights and data ownership
One of the main advantages of using your own CRM audiences is the complete ownership and control you have over your customer data. When you want to run research, you can use data specific to your existing customers and any interactions they’ve already had with your brand, including any purchase history or preferences they have for your brand. Plus, your CRM already has a wealth of customer behavior data, which you can use to compare to the results from your survey to identify any trends.
With this personalized data, you can also tailor your market research efforts and campaigns to specific customer segments, leading to more effective and targeted marketing strategies.
Consumer panels: broader perspectives and scalability
On the other hand, a consumer panel, like Suzy Audiences, offers access to a diverse range of audience data beyond your existing customers. When you’re looking to explore new markets or expand your customer base, this can be particularly useful.
Consumer panels typically provide a larger dataset than your CRM, making it suitable for larger-scale market research initiatives or when you need to analyze trends across a wider demographic. Additionally, panels often aggregate data from various sources and industries, offering insights into broader consumer trends and behaviors that might not be apparent from your CRM alone. This cross-industry perspective can help you identify new opportunities and stay ahead of evolving market trends.
Finding the right balance
Ultimately, the choice between targeting a CRM audience or panel depends on your research objectives, study scope, and available resources. To achieve comprehensive insights, you should ultimately look at a combination of both approaches to provide a well-rounded perspective on market trends and consumer behavior. By leveraging the personalized insights from your CRM and incorporating the broader perspectives offered by an audience panel, you can unlock a comprehensive understanding of your target audience and make data-driven decisions that drive success.
For example, let’s say you want to ensure your campaigns attract new customers within your category while motivating current customers to return and buy more. You could test your creative by sending out a survey to your CRM audiences to see how your current customers will react to your designs. But it’s still important to understand consumer behavior on a large scale, so it’s also worth researching with a panel audience for the same creative. This data can let you know how you might perform against competitors, and if you might be able to bring in some new customers this year. From there, you can optimize your ads to reach both targeted audiences.
Or you could run a brand awareness campaign on Suzy to gauge consumer attitudes toward your brand. Then, you could follow up with a brand loyalty campaign using your CRM data, and bring the data points together on Suzy to understand general sentiment.
Uniting data sources
Of course, without all your data in one place, it can become tricky to analyze and find actionable insights. Enter Suzy Connect! Wherever your audience is, you can use Suzy Connect to reach them. Whether you want to survey your CRM audience, or reach out to an email list, connect via social, or share a QR code, you can integrate all that data on Suzy. This streamlines your data processing, so you can quickly find the insights that matter to both your internal and external audiences.
Here’s how it works:
Create a survey using Suzy Connect. You can add consent forms, like your terms and privacy policy or age of consent to ensure you only survey people over the age of 18.
Next, build a survey. Tap into all the standard questions offered by Suzy Insights, like rating and ranking scale questions, multiple choice, and open-ends.
Brand your survey. Upload your logo and add custom redirect and footer links to create a seamless survey experience that looks and feels like your brand
Share your survey! Distribute your Suzy Connect survey link to your intended audience via email, QR code, social, and more.
Analyze. The data from your Suzy Connect surveys sits right alongside any data from surveys you’ve run on our platform. Plus, if you’re launching the same survey to your CRM and our panels, you can analyze that data in tandem with Data Explorer.
Iterate for deeper learnings. Consumer behavior is always changing. At Suzy, we recommend an iterative approach so you can keep learning, optimizing, and growing.
Conclusion: Utilizing Data for Informed Market Research
In the dynamic world of market research, accessing and leveraging data is paramount for driving business growth. Using your own CRM audience offers tailored insights, while Suzy Audiences provides broader perspectives, scalability, and cross-industry insights. The key lies in finding the right balance between these approaches to suit your research goals.
At Suzy, we understand the importance of combining technology and human expertise to deliver exceptional consumer research services. We're here to support you in unlocking valuable insights and making informed decisions that propel your business forward. On our platform, you can easily connect feedback from your own audience and analyze that data in the same platform as the rest of your market research data.
The Suzy Difference
At Suzy, we’re building an integrated and advanced market research platform, so you can simplify your toolkit without sacrificing depth or quality. With quant, qual, and high-quality audiences all connected in one place, we’re creating a seamless and consumer-centric experience for researchers, innovators, marketers, and shopper insights.
Now with Suzy Connect, we’re opening up more channels for the feedback you need to support your business decisions and move forward with confidence. Want to see how it works? Book a demo with our team today to learn how you can tap into the power of your CRM audience and our high-quality panel here at Suzy.
