Create Actionable Results To Show Market Research Value
July 9, 2012 Leave a comment
Over the past two years, I have been intentional about reading more. For most of my professional life, I would generally read articles from reliable news based or association sites. At the time, I just did not see the value of reading anything else. It was also I did not take the time to do so either.
But recently I have been expanding my reading horizons by not only reading more, but to include fiction, non-fiction, and blogs. One market research blog I especially like reading is from Annie Pettit (a market research guru); and one of her recent blog postings made me think, again, about the value of market research.
I have written about providing value in market research before (you can check those blog postings here and here). In her post, Annie talked about starting every research project with a specific research objective. One of the things I have done in the past was to, literally, write out what the objectives of the research project was. From there, I then establish the appropriate methodology, specific key learnings, and then carrying out the project.
Throughout all of it, keeping the end in mind is important.
After all of the data has been compiled, the results need to answer the key learnings, and more specifically, answer the original objectives established day one. When this has been done, the real value of the research can be established by providing not just the answers, but real actionable results.
–J. Nolfo helps companies understand their market and customers though a variety of market research strategies. He has over ten years of experience of market research for strategic planning purposes. He is the Director of Research at Rhino Market Research. He shares his thoughts about market research and business concepts with his blog “Pensare…Understanding Market Research in Business“. If you would like to discuss this blog or how J. can help you understand your market and customer needs, email him at firstname.lastname@example.org.