The longer I work in this field, the more I am convinced that the industry has less clout than it should because we don’t do a solid job of pushing the results/implications out through the client organization.

We deliver a solid report with key findings and implications, but the presentation is soon forgotten and the data book sits on the shelf. This is due, in part, because we tend to operate on a project-by-project basis and not on retainer or in some other consultative relationship.

How do we socialize the client organization with the results of the research?

Some answers might include:

1. More high impact charts and graphs, especially what I call “concept charts” that highlight the insights in a broader way.

2. Hone our findings into memorable soundbites.

3. Rebrand the “presentation” as a “strategic working group”

4. Develop “keeper” deliverables that clients want to display in their offices.

I’m sure there are many others.

I also think we need to add “strategic recommendation” to this flowchart. Too often as an industry we are seen as tactical and not strategic. Worse, sometimes we are seen as simply the data dumpers. We need to stretch insight toward foresight and strategy.

RPM

Robert: great points! I actually have chapters in my book about both topics! http://www.amazon.com/Hire-Manage-Market-Research-Agencies/dp/0615271146/ref=sr_1_1?ie=UTF8&s=books&qid=1264709830&sr=8-1

The only things I might add are (1) something at the beginning re stating or clarifying research objectives and (2) something re reviewing past or relevant data, such as syndicated data, public data or client data that might be informative to the project .

#1: We’ve all experienced mission creep on projects and this is why I ask the folks in my office to place the research objectives on the front page of the survey draft. This seems to help keep client factions focused on the core tasks.

#2: Unless the research is in a completely new space, it always seems that we can find at least some other data to inform our work. When syndicated or public data is informative, I typically footnote it in the survey.

I’m sure most researchers do both of these. It might be good to capture them in the flowchart.

Thanks again for this.

RPM

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