When bad surveys are circulated, the company that sent them out becomes less trusted. The “consumer” becomes an unhappy customer, and may even tell others about their bad experience—with surveys in general or with the specific company.
When bad surveys are circulated, the company that sent them out becomes less trusted. The “consumer” becomes an unhappy customer, and may even tell others about their bad experience—with surveys in general or with the specific company.
You have built up your in-house market research resources. Maybe standardized on a new survey platform. Perhaps hired some more market research staff. That’s great. Now that you have those skills and tools in place, let’s look at a few applications you may not have considered that will hone your competitive edge.
Did you participate in the January 11, 2011 MRXU Twitterversity? Even if you missed it, the word cloud below may give you a sense of what took place. Also, you can still get the transcript and other Twitterversity news. Just sign up here by January 21
A decentralization approach has the potential to boost research credibility AND also address the issue of rogue, unsanctioned, DIY research. We all know there are plenty of bad questionnaires going out these days (though many come from “professionals,” too). Clearly, more non-researchers WANT to do research. They want fresh insights. They want involvement in the process. So let them! With some intelligent policies, access to resources, and training, we can have the best of both worlds: quality research and greater research ROI.
Some of our online market research classes have been updated, and we need feedback! We’ll be testing the content by offering in-person seminars in Massachusetts. So here’s the deal: attend a free market research seminar, and all we ask in return is that you provide feedback.
The following topics are being scheduled:
Managing in-house market research is tough work. And your internal clients don’t make it easy, do they?
Your internal clients say they want powerful, fresh, objective customer insights. But too often, their behavior shows that they just want you to confirm their personal views.
A Research Rockstar client shared a great story yesterday, one that I just have to pass on. I have sanitized it a bit, to “protect the innocent.”
Theresa is a market research manager at a consumer electronics company. Her team of 4 researchers used to be a team of 7, so workloads are pretty rough.
She recently had an executive from another department share his concern that customers were being over-surveyed. He knew some non-research employees were using SurveyMonkey and similar tools to conduct customer surveys. He asked Theresa to recommend a course of action.
Knowing that the issue is a lot more complex than just telling people to “stop,” she recruited six people from the different departments involved in the rogue activity. Once gathered in a conference room, she showed them the Research Rockstar class, “Embracing Rogue Research.” The 1-hour class acknowledges the pros and cons of decentralized research, suggests policy options, and even tools to make everyone’s life easier.
What Training Topic Should Research Rockstar Cover Next? Market Research Training classes being planned.
Online Training for market research? Yes! But for some learners, in-person training is also a good option. Resources listed here.
Research Rockstar now offers Membership programs.