Know-How Exchange : Website Critique

It sounds like you need to understand more about your target audience first. With the proliferation of the Internet, you should be able to find a number of sites that cater to your audience. In addition to sales sites, look for forums where the audience talks about their problems and other offer solutions (just like Marketing Profs). Once you understand what they are talking about, then start asking questions of the group: ask for their input, etc. Offer to compile the responses to your questions and email them to everyone who's interested.

Develop your website, and invite people from the forums to visit it and give your input. They are your beta testers, and they give you great feedback. However, they'll only give you half the story - the other part is compelling content. Make sure your home page clearly identifies who you're targeting and what problem of theirs your solving. Make sure to have a compelling call to action to get visitors interested. And use analytics (such as Google Analytics) to study what's happening on your website.

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I'd say you need a combination of qualitative (one on one) and quantitative research (many). We recently did a survey of fashion industry professionals that was quantitative, and we conducted qualitative (phone meetings) of night club owners. The results are being used to develop programs based on the desires of the customer.

The trick is to get the list you need to contact and then get them to agree. This generally takes a friendly “bribe”.