As researchers, we talk a lot about matching the methodology to the first objective. But given low response rates and the preciousness of qualified respondents, we need to focus a lot more on matching the methodology to the audience.
As researchers, we talk a lot about matching the methodology to the first objective. But given low response rates and the preciousness of qualified respondents, we need to focus a lot more on matching the methodology to the audience.
It’s great to hear a social media authority praise—even promote—the benefit of asking customers’ about their views. In this case, Peter was making the excellent point that companies need to ask customers how they want their information delivered. In today’s presentation in downtown Boston, Peter specifically advised the business folks in attendance to take the time to ask their audiences (clients, prospects, whatever) how they want to receive information. He points to the fact that the way information is delivered these days is extremely fragmented. Nobody can afford to simply guess how their audience wants to get information.
A tricky part of successfully delivering client insight data is knowing how much data your audience really wants. So, be honest with yourself: do you understand your colleagues’ or clients’ data appetite?
You may have collected thousands of data points. You savor them for a time (I know I do!), and that’s fine. But then it’s time to step back, and take it all in…unless something blocks you. It may even be that you have colleagues who are so hung up on examining the little dots up close, that you get stuck too.
Be bold. Break away from the crowd. Step back.
I’ve been attending the MRA’s First Outlook conference in San Diego this week. From conversations with other folks here and some of the sessions I have attended, I’ve learned some interesting things. Here are just a few highlights before I hop on the plane home.
In Search of Useful Market Research Displays: Don’t Forget Venn Diagrams. Bored with bar and pie charts? Maybe it’s time to rethink the types of graphics you are using to display key research findings.
One graphic display that makes rare appearances in market research reports is the classic Venn diagram. It’s a wonderfully intuitive way to show overlapping groups. Attributed to John Venn, the Venn diagram was first introduced in 1880.
Excerpts from the book, How to Hire & Manage Market Research Agencies.
For example, a customer satisfaction research design meant to provide inputs to executive bonus calculations will be different than one designed primarily to inform organizational performance goals. In fact, any consultant or sales person who tells you their approach is the only legitimate one is only interested in sales—not insights.
In my experience, most market research cynics are simply people who have been burned in the past by bad research. It happens. So they need to be shown ample evidence that this research was done thoughtfully, with the best possible choice of sample source, methodology, and analysis techniques.
You’ve just spent weeks, maybe months, executing a great primary market research project. buy amoxicillin online amoxicillin no prescription You created a final report that just sings (insert angel chorus… Continue reading Why Won’t They Read the @#%! Research Report?!