A fundamental skill for all market research & insights professionals is the ability to develop and document hypotheses. We are in a field that seeks to help clients objectively understand customer attitudes and behaviors. This type of exploration requires precise thinking in order to select the right methods. And the best way to start this process? Documenting your hypotheses. Well-informed, considered hypotheses are essential to ensuring a logical research process. And if I try and realize that I don’t have great hypotheses, well, that tells me something too—it tells me I need to learn more first. Often that means qualitative research, literature review and/or secondary research.
Please share this video with any colleagues who might want to refresh on the definition of “hypothesis” and see some specific examples. And if you think the video has value, please do like and subscribe on YouTube! Prefer podcasts? Also available on iTunes.
Sincerely,
Kathryn
