Best PracticesMarket Research

Principles of Remarkable Research: Part 15 of 20

Remarkable Research is Well-Defined Research

Documenting an agreed upon, and small, set of precise objectives is vital to the remarkableness of your market research. Don’t let conflicting agendas or a broad, unrealistic scope with too many objectives put your project at risk.

  • Sometimes this means that the remarkable researcher has to be tough. You may have to say “no,” diplomatically of course, to the client who wants too much from a single project. A good way to handle these sticky situations is to offer the client options: “We can do all of this, but it will require a second phase of research….here is the time and budget implications.” Or, “Some of these objectives require a different population—so can you provide the extra $10,000 we will need to increase our data collection budget?” There’s nothing like being precise about the budget impact to get people to prioritize their needs!

[This is the fifteenth 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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Kathryn Korostoff

Kathryn Korostoff is founder and lead instructor at Research Rockstar. Over the past 25 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in magazines. Currently, Kathryn is also serving on the Marketing Research Association's Board of Directors.

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