In episode 689, Dr. Kristen Wager teaches us how to use research to drive our content strategy, in order to predict what content will perform well instead of guessing what our audience wants.

Dr. Kristen Wager is a consumer researcher with over 15 years of experience and a Ph.D. in research. She has worked with major companies like Google, Amazon, and Meta, gaining firsthand insight into how research shapes strategy and drives growth. While these companies invest billions each year to understand their audiences, she believes creators deserve access to the same level of insight.

Most recently, Kristen led consumer research at Raptive, collaborating with some of the biggest food bloggers in the industry, including Half Baked Harvest, Tastes Better from Scratch, Just One Cookbook, Hey Grill Hey, and The Woks of Life. During this time, she developed a deep appreciation for the creator space and identified a significant gap: many creators lack access to first-party data to inform their business decisions.

When Raptive ended its research program, Kristen launched CreatorPulse to continue supporting creators—particularly in the food and lifestyle space—with real-time audience feedback. Her mission is to help creators make smarter, data-backed decisions that truly reflect what their audience wants.

In this episode, you’ll learn how to build a purposeful, proactive content strategy, how to leverage research to guide your approach, and why this can have a powerful impact on your food content business.

Key points discussed include:

- The Importance of Research: Research is crucial for understanding your audience’s needs and evolving trends, helping you predict content success rather than guessing.

- Moving Beyond Gut Feelings: While intuition has its place, relying solely on it can lead to echo chambers and content burnout; scalable growth requires data-backed decisions.

- Defining a Strategic Content Strategy: A proactive content strategy is built with purpose, intention, and your audience’s needs in mind, aligning with your business growth.

- Methods of Research: Use various research methods, from simple polls to in-depth surveys and social listening, to gather audience insights.

- Types of Research: Different types of research, like audience insights, competitor benchmarking, and brand perception, offer unique benefits for shaping your content and brand.

- Real-Time Data: Emphasize real-time data to stay ahead of trends and understand current audience needs, rather than relying solely on historical performance metrics.

- Turning Data into Action: Translate data into actionable steps by identifying content themes, creating messaging frameworks, and aligning content with business goals.

- Busting Research Myths: Overcome misconceptions about research by recognizing that it doesn’t have to be time-consuming or expensive, and that audience feedback is invaluable.

Connect with Dr. Kristen Wager

Website