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.]

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.]

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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.]

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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.]

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.]

For many market research projects, success can be foiled by unqualified or disengaged participants. I have seen many online survey projects start with an excellent intent, stellar questionnaire design…and then wasted by weak participants.

• One option: companies can build an in-house panel to prepare for remarkable research. For certain target markets and populations of interest, this can reduce data collection costs and pay for itself quickly. Can initial investments to build a panel be high? Yes. But of course, it is all relative. How much time and money do you waste by collecting data from weak sample sources? How many times have results been questionable—because the participants’ qualifications or authenticity was dubious? Panels cost less to build and maintain than MROCs, and in many cases deliver the needed ingredient for successful research.

[This is the fourth 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.]

Remarkable Research Isn’t Just About Asking the Right Questions; It’s About Making It Easy for Respondents to Give You the Right Answers

Remarkable Research isn’t just about asking the right questions; it’s about making it easy for respondents to give you the right answers.

Anyone who designs online surveys quickly learns that to get good data, you need to take a hard look at how you choose your answer options and scales. Avoid over relying on 5-point scaled questions and consider all of the options: semantic differential, constant sum, rank order, even open-end. There are many options, but don’t go too crazy. A patchwork of many different answer options and scales in a single survey becomes burdensome for participants.

• Tip: Another great resource is The Handbook of Marketing Scales.

[Want to learn more about choosing answer options? Check out the "Ask It Right" class from Research Rockstar. Also available in our virtual classroom on January 23rd and February 16]

[This is the third 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.]

Remarkable research requires assessing every completed market research activity. What worked? What didn’t? Were the clients (whether internal or external) satisfied? Were outside suppliers satisfactory? One way to do this is through a “post mortem” evaluation of the research process.

• After each project, conduct an objective, step-by-step review to find opportunities for improvement. After that, create an at-a-glance reference for next time.
  • Tip 1: Quickly capture post mortem information, preferably within a week of project completion before memory fade sets in.
  • Tip 2: Craft a standard project assessment form to make it easy for you and team members to record key information. Just don’t make it onerous (else it won’t get used). 4-6 questions is sufficient.
  • Tip 3: Review all assessment forms at least once a year to look for recurring challenges (or if you prefer, “opportunities for improvement”). Sometimes these trends are not so obvious during day-to-day project management.

[This is the second 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.]

If a client comes and asks for a survey, it’s up to the remarkable researcher to look at the project goals and recommend methodology options. While surveys and focus groups are great, remarkable research can leverage a diverse range of methods. When we offer clients options, we benefit in three ways:

• We thrill the client.
  Especially, if the client grudgingly uses surveys as a better-than-nothing option. Everyone loves options. If I go into a bakery and there are only two types of cupcakes on display, I am immediately turned off. If I walk into one with too many choices, I may feel overwhelmed and leave. Neither too few nor too many options are the goal.
  
• We educate the client.
  It is important to raise awareness of alternate methods. This is so business professionals don’t see market research as unremarkable, old fashioned, or equated solely with surveys and focus groups.
  
• We demonstrate integrity.
  We aren’t just offering what is easy or conventional; we’re showing that we are thinking about the client’s needs. Even if they choose a survey option, now they know we were looking out for their best interests.

This is the first 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.

Don’t want to miss this series? Subscribe to our blog via email or RSS.

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