Causal Research: The Complete Guide

As we grow up, all human beings learn about cause and effect. While it’s not quite as subtle as the causal research suggests, this concept is something our brains begin to understand as early as 18 months of age. This understanding continues to develop throughout our lives.

Person reviews causal research findings on laptop

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In the marketing world, data collection and market research are invaluable. This is where causal research, the study of cause and effect, comes in handy.

First-party data can help you learn more about the impact of your marketing campaigns, improve business metrics like customer loyalty, and conduct research on employee productivity. In this guide, we’ll review what causal research is, how it can improve your marketing efforts, and how to conduct your research.

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Once your team conducts causal research, your marketers will develop theories as to why the relationship developed. Here, your team can study how variables interact and determine what strategies to implement for future business needs.

Companies can learn how rebranding a product affects sales, how expansion into new markets will affect revenue, and the effect of price changes on customer loyalty. Keep in mind that causation is only probable rather than proven.

what is causal research;  Causal research evaluates whether two variables have a cause-and-effect relationship.  Marketers can use causal research to see the impact of product changes, rebranding efforts, and more.

Typically, you would use this research to differentiate between cause-and-effect relationships versus correlated relationships. Just because two variables are correlated does not mean that there is a direct cause and effect relationship.

To conduct a study, you will develop a hypothesis, look at your independent, dependent, control and confounding variables, and design an experiment.

Cause Research, Cause Marketing Research, What is Cause Research, Cause Research Examples

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Now that we know more about causal research, let’s dive into the benefits of using this type of research for your business and marketing efforts.

1. You can predict hypothetical situations and improve your trading strategy.

The main reason causal research is useful is that it can help predict the outcome of business decisions, therefore improving your overall business and marketing strategy.

For example, if you’ve done contingency research on product changes, you know whether to expect a dip or an influx in sales. Your strategy on how to handle any given situation is different, and causal research can help prepare your team for what to expect.

2. You will avoid ineffective and costly campaigns.

Additionally, you can avoid ineffective and costly marketing campaigns based on these predictions.

when your team is coming with a go-to-market strategyYou’ll learn the impact of pricing decisions, product promotion, promotions that work, and more. This insight will help you allocate your budget and create a campaign that is effective and brings high ROI.

3. You can resolve issues, optimize strategies, and improve the overall experience.

Contingency research allows your business to plan for each eventuality. This means you’ll be able to address issues that are affected by the variables you’re studying – whether it’s buying patterns, marketing results or factors that improve customer experience.

The goal here is always to optimize your business strategies. You can improve your customer experience to increase customer loyalty and revenue.

4. You can develop an informed process.

As a business, it is important to have a process and system in place for various situations, whether it is a go-to-market strategy, advertising campaign, or customer retention.

Incident research will help you develop your strategies as we’ve said, but also give you the ability to develop a process that you can repeat and use consistently. Essentially, causality research executes the phrase, “work smarter not harder.”

Contingency Marketing Research, How to do Contingency Research.

1. Develop a hypothesis.

The first step in conducting research for your own sake is to develop a hypothesis. Before you start, you need to know what you want to study.

Think about the questions you have when it comes to your team. Have you ever wondered how word length on a blog directly affects time on page? Or perhaps you want to know whether your marketing campaign was the reason for the increase in sales.

Either way, the best way to get started is to write down cause-effect questions about your team and develop a hypothesis.

2. Choose your variables.

Once you know what you want to read, you need to choose your variables. You need to know the two variables you’re testing – your dependent and independent variables.

Then, you’ll want to list other confounding variables that may be affecting your study. This means identifying variables that could change your study, including how you collect data.

Additionally, you will need to set up a control variable so that you can compare your results.

3. Select a random sample of participants.

Now, it’s time to find out sample size of your use

You can use the technique to determine who you want your target audience to be and how random the sample should be. You can generate a random list using a database or segment your audience with your marketing software.

4. Set up a controlled experiment.

Ready Steady Go. The next step is to actually do your experiment.

This can include sending out surveys, conducting interviews, collecting statistics and data, and more. It could even mean setting up A/B testing with your marketing software and changing just one variable in your next marketing campaign, blog post or webinar.

5. Analyze your findings.

After you’ve done your experiment, it’s time to look at the results. Look at the data, and use it to spot trends or patterns. Then, you will have the answer to your question.

However, it is also important to analyze the various correlations between your two variables in order to develop nuanced interpretations. Doing this can help you develop more questions for further research, which is where the next step comes in.

6. Carry out supplementary research and report your findings.

Typically, causal research is not a one-time process. Once you get your results, you have next steps to go through. You may have more questions that require further research, and if so you will need to do supplemental research.

Additionally, you may just need to write down what you found. If you have a conclusive result, you can develop in-depth marketing strategies and systems.

I know it all sounds great, but you may also be wondering how to implement Yours Business and Marketing Team. So we’ll review some examples of causal research below.

causal research example

    Cause Research Example, Market Research, Campaign ROI, Customer Loyalty & Retention, Employee Productivity

1. Market Research

You can use causal research in your company for market research.

For example, you might want to know how product changes affect sales. And you might want to dig deeper to see how specific types of change will affect your target audience.

Which product variants are potential customers most interested in buying?

Pro Tip: Use causal research to learn more about your target audience. What do they want from you and your product or service? Once you know that there is a cause-and-effect relationship, you will be able to theorize why customers make certain decisions.

2. Campaign ROI

As a marketer, you are producing content every day. Whether it is an advertising campaign or a marketing campaign, you need to understand the results of your efforts.

With anecdotal research, you can study whether your advertising campaign directly resulted in an increase in sales, or whether your email marketing series resulted in more appointments.

Pro Tip: Make sure you look at all the variables so that you can estimate whether or not your campaigns were the main factor in the increase in sales.

3. Customer Loyalty and Retention

Incident research can be used to identify effective customer service strategies, whether it’s product performance or call time quotas.

With this research, you’ll see whether there is a cause-and-effect relationship between certain customer service strategies and retaining those customers year after year.

best for: Customer Service Team.

4. Employee Productivity

Employee happiness has been a hot topic for recent years, and it’s understandable. When morale is high, employee productivity is high.

how do we know? because there are too many studies Used to show the cause-and-effect relationship between employee happiness and increased productivity – which in turn boosts your business’s bottom line.

best for: internal use.


Cause research is incredibly useful for your business – whether you’re looking at your marketing, sales, or customer service departments. In fact, one of the best ways to use it is to look at how these departments interact and influence each other.

Once you’ve done your own contingency research, you can implement more successful marketing and business strategies that increase revenue and drive sales.

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