Market Research Training from Research Rockstar

Remarkable Research Sets Realistic Expectations with Clients

One aspect of setting client expectations is by distinguishing between confirming existing insights or discovering new insights.

• When I walk into a store because its ad promises, “The latest in kitchen appliances” and I am greeted by a display of side-by-side refrigerators and four-burner electric stoves, my initial excitement is sucked out of me. Even if I don’t leave right away, I am now on high bait-and-switch alert. If we promise research clients (internal or external) “exciting” research, but what we deliver just confirms stuff they already know, it’s a market research bait-and-switch. The client is let down. So we need to be careful and position the new research precisely. Is it stuff they already know and are we seeking to confirm or quantify it? Or is it about new strategy-altering topics? Both are legitimate types of research. But we need to set expectations correctly, or we will be viewed as shucksters.

[This is the ninth article in a series of 20 mini-posts titled, “Principles of Remarkable Research.” Don’t want to miss this series? Subscribe to our blog via email or RSS.]

Leave a Comment

Remarkable Research is Not About Abandoning Proven Methods

Remarkable research is not about replacing well-tested, proven methodologies (such as surveys and focus groups). It’s often about augmenting them. Alas, I see many cases where people eagerly embrace the “hot-new-thing.” I understand the temptation: it can help with research audiences (internal or external clients) who may find newer methods more interesting than the results of another “boring” survey. In reality, cool new methods are often best at augmenting the tried and true, but not always for replacing them.

• Here’s a great example: I recently worked with a client who used an idea management platform to collect preliminary feedback on some product enhancements. This led to an amazingly well planned survey as a Phase 2. Bonus: because we were able to weed out several ideas in Phase 1, the survey was nice and short—which made for a compelling survey invitation to his in-house panel (invitations to a 5-minute survey generally out-perform those to a 15-minute one).

I stand by the old aphorism: If it sounds too good to be true, it probably is. So before you abandon proven methods, do some serious pilot projects first.

[This is the eighth article in a series of 20 mini-posts titled, “Principles of Remarkable Research.” Don’t want to miss this series? Subscribe to our blog via email or RSS.]

[New dates have been added for our 4-week class, "Online Research Methods for 2012", taught in Research Rockstar's virtual classroom.]

Leave a Comment

Remarkable Research is Delivered Using a Multi-Mode Strategy

So you have a great new market research study completed. Now what? How do you deliver the findings with both impact and credibility? Take a little time, and craft a comprehensive deliverables strategy. The key components of this strategy will include a mix of delivery methods, with emphasis on retention building among the audience.

• Find ways to repeat key pieces of information in different ways and times. I have had the experience where I repeated information, and a key audience member only “got it” after the third or fourth exposure. Were they not paying attention earlier? They probably were. Some people “click” with charts, others with stories or anecdotes, others with video. If they get the information the day they are on a deadline or if they are dealing with another matter, they may intend to pay attention but are not able. Repetition using multiple approaches at multiple occasions is critical. As a researcher, you may feel repeating and repackaging information is redundant, but it isn’t. What seems obvious to you is not always obvious to an audience.
  • Tip: This point about time is important. Yes, the project is done and you want to deliver it right away. But by repeating key parts over a few weeks, you will maximize the chances your audience will use the research.

Research involves delivering results. Remarkable research involves making sure our audience actually uses them. If we expect people to retain and apply the results, we have to create a more comprehensive delivery strategy. Presentations, email follow-ups, executive endorsements, podcasts, custom follow-ups, 1:1 briefings, posters, handouts and internal blogs are some of the options that can be combined to make sure our audience is reached multiple times using multiple modes. Lather, rinse, repeat.

[This is the seventh article in a series of 20 mini-posts titled, “Principles of Remarkable Research.” Don’t want to miss this series? Subscribe to our blog via email or RSS.]

[New dates have been added to our online, real-time classes taught in our expanded virtual classroom: Check it out!]

Leave a Comment

Remarkable Research Includes Listening, Not Just Asking

Remarkable research is closer to our fingertips than ever before.  And it often involves listening, not asking.

One of the most efficient options is through social media research. By monitoring social media conversations using tools such as those from BuzzMetrics, Crimson Hexagon, NetBase, Radian6 and Trackur, researchers can discover customer attitudes without having to ask. This dovetails with the current hot topic of behavioral economics, which among other things, points out that research participants cannot always report their attitudes and behaviors accurately. For some topics, listening and observation is the key to gathering accurate data.

Ethnography is another option for projects where observing will yield better insights than asking. But be careful: ethnography is a nuanced discipline.  Videotaping a bunch if interviews is not ethnography.

[If you’re interested in learning more about social media market research, click here to read about our online class.]

[This is the sixth article in a series of 20 mini-posts titled, “Principles of Remarkable Research.” Don’t want to miss this series? Subscribe to our blog via email or RSS.]

1 Comment

Remarkable Research Doesn’t Have to Include a Remarkable Price Tag

Market research exists on a continuum ranging from “quick and dirty” to “meticulous and complete.” And these days, there are some quick and inexpensive methods that aren’t that “dirty” at all. Before assuming that a new market research need requires a 3-phase, qual-quant methodology supported by a team of expert moderators and stats PhDs, ask yourself: what are all of the options? If you do decide a research need can be met by a quick, inexpensive approach, consider:

• Secondary research. More resources are available than ever. Don’t reinvent the wheel—see what exists; you may be surprised.
• Social media research. Using one of the free or lower cost tools (as opposed to some of the more elaborate tools which do come with bigger price tags), you can get directional information on what the buzz is on brands, products, cultural trends, etc.
• Facebook or LinkedIn polls. They are free and can be fast (assuming you can push that poll to a large enough network).
• New tools. Many new services integrate online research tools with panels. Check out AYTM (disclosure: Research Rockstar does have a relationship with AYTM), Zoomerang, and SSI (via its QuickTake offering).

Sure, some projects warrant the big bucks. But when big budgets and long timelines aren’t an option, useful information can still be gathered using creative methods.

[This is the fifth article in a series of 20 mini-posts titled, “Principles of Remarkable Research.” Don’t want to miss this series? Subscribe to our blog via email or RSS.]

Leave a Comment