While there are many ways to derail a market research project, the most common one is unclear objectives. Unclear objectives lead directly to design delays, poor methodology fit, and unrealistic client expectations.

Lack of clarity is often due to one of the following:

1. Imprecision. The goals are documented and discussed at too high a level—and that vagueness leaves too much room for interpretation during the research design, analysis and reporting phases.

Example: A team agrees on an objective of creating a market segmentation model. Sounds good, right? Not really. There are many ways to do a segmentation model, and many initiatives that segmentation can support. Which ones are relevant? A better objective would be, “To develop a segmentation model that will support near-term sales strategy development,” or “To develop a segmentation model that will help us understand emerging customer opportunities.”  In the first example, the study would likely focus on purchase plans, budget/spend behaviors, brand preferences, and might be primarily quantitative. In the second, the study would likely include a rich discovery phase. Two segmentation studies, different true objectives, and different methods.

2. Unrealistic scope. If a project is defined with too many objectives, the scope becomes too broad to execute well.  In quantitative projects, this often is evidenced by a questionnaire that is so long and onerous, that the resulting data is weak.

In most cases the root cause of an unrealistic scope is conflicting agendas. Sure, everyone on the team may agree that they need to better understand customer needs, so they agree to do a project. But the team members may have their own spin on how they want to look at needs.

Here is an example. Without some discipline, a study about “customer needs” could easily end up with 5 or 6 objectives, such as:

1. Understand relevant product category needs
2. Understand customer service needs
3. Discover customer perceptions of how to address current needs
4. Measure potential value of addressing emerging needs (for pricing implications)
5. Identify which brands have permission to address different needs

Without an agreed upon, and small, set of precise objectives, your project is at serious risk. None of the objectives will be met with excellence. You won’t have enough data specific to any one objective in order to generate any clarity or insights. And chances are, none of the stakeholders will be particularly satisfied, nor will they be likely to have enough conviction about the results to take action. And that is the real disaster.

[Want help planning a market research project? Please check out the Research Rockstar on-site workshop offerings here: LINK]

Leave a Comment

In various blogs and discussion sites, you may have noticed a recent spate of generalizations from some researchers which seem to imply that all in-house research is “DIY”, and that all DIY research is poorly done. Obviously, implying that all in-house research is “bad” is as ridiculous as asserting that all agency-led research is “good.” (Anyone recall a survey that circulated in some research-related groups just a few weeks ago from a “professional” agency? Now that was bad).

So why is this happening? Unfortunately, not everyone deals well with change. Indeed, we all know from experience that change can be painful and scary.

For some researchers, the momentous changes occurring in the wonderful world of market research are troubling—especially because so many directly impact client-supplier dynamics. Old “rules” about who does what, when and how no longer apply. Of course it isn’t surprising that we are seeing a rise in in-house research. In-house researchers have access to more tools and skills than ever before. And at the same time, other shifts are reducing the role of traditional agency offerings. For some agency-side researchers, these are big, scary, uncomfortable kinds of change.

So to client side-researchers who may be appalled at some of the comments and sarcasm about DIY research, please know that most agency-side researchers do understand that there is a continuum of research quality that exists in both the client and agency sides of the research realm. Most suppliers are constructively looking at the changes taking place, seeking out new opportunities to evolve methods and business practices.

But if you do run into researchers who seem to have forgotten that all client and agency-side researchers are ultimately on the same team, feel free to send them this as a nudge in the right direction:

1 Comment

In the current issue of the MRA’s Alert! magazine, I have an opinion column titled, “Market Research Departments: The Hero of the Market Research Story.” My premise is that one of the  market research world’s greatest challenges is that market research departments spend 70% or more of their time on project management—as opposed to the strategic functions that would lead to more innovation.

We see articles all of the time lamenting lack of innovation in market research (see just about any market research-related blog or LinkedIn discussion group). What I have observed is that many client-side market research managers are so swamped with project management that they have little time for the truly strategic work of planning for innovations. I believe we need to raise awareness among corporate executives that the market research department can only innovate if it has the time and resources to do more, much more, than manage projects. My article details my suggestions on how this can be made a reality; you may not agree with my suggestions, and I know many of you won’t, but it’s a start.

So why are market research departments heroes? Because they are on the front line, fighting the battle to do more—yet they are constrained by out of date “marching orders.”

Alert magazine does require MRA membership: Link to Article.

[Do you already subscribe to the Research Rockstar newsletter? If not, sign up here: SIGNUP]

Leave a Comment

I saw some great interest this morning in the idea of a survey grading site. Inspired by yet another awful questionnaire design (one that had been sent to the market research community itself, ironically), I threw out the idea half-joking.

I was thrilled to see responses to the idea from great tweeps like  @MDMktingSource  @conversition @MargaretRoller.

Could this crazy idea have legs?

One idea: Perhaps a volunteer committee of 6 experienced researchers would get together once a month or so (virtually, of course), to review and grade questionnaires? We could come up with an agreed upon system for the grading process. And if we are daring enough, post a best and worst list?

As Annie pointed out, “Perhaps a survey rating system would encourage the quality #MRX companies to say no to bad surveys?”

And I have to confess, a “wall of shame” does appeal to me.

What do you think? Is this worthwhile? Would it encourage good survey design? Could we get a sponsor for it?? Are there legal issues? Please add comments, ideas, and sponsor nominations in comments.

Thanks!

18 Comments

Planning to hire a market research agency? To minimize the risk of paying too much or simply getting a “bad fit,” you need to write an RFP.

RFPs range widely in terms of their level of sophistication and complexity. If your need is for a simple project, do yourself a favor: keep your RFP simple. It will save you a lot of time when the proposals come back and you actually have to read them.

At minimum, a market research RFP states parameters and requests responses to the basics:

• Statement of objectives
• Target population (B2B, B2C), perhaps with quotas
• Statement of geographic scope
• Sample source: Are you providing it, or is the agency?
• Statement of preference for qualitative or quantitative methodologies, if any
• Deliverables required at project conclusion
• Timeline requirements
• Qualifications required

Consider the above list your minimum RFP content. Of course, you can add many more items, depending on your project’s goals. Here are some more examples of things you can request in an RFP:

• Please provide information about your firm’s relevant industry experience.
• Provide biographies for the key team members you would assign to this project.
• Describe your methodology recommendation and how it will address our objectives.
• Provide details of your quality assurance (QA) practices.
• How will you ensure sample qualifications?
• (For international studies) Please describe your experience collecting data in the target countries.
• Please list the critical success factors and risks you see for this project.
• Please describe the expected timeline for this project, including key milestones.
• Given our objectives, what screening criteria and quotas do you recommend?

Market Research RFP Resources

For more tips on how to write a great RFP: RFP eBook

Free members and VIP members can access actual RFP templates on their member access pages

For on-site help, check out our workshop offerings: workshops

Or check out the book, available in Amazon: Amazon Link

1 Comment