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Tag: marketing research class

Rockin’ and Research. More alike than you think.

Close your eyes. Imagine you’re on stage, your instrument in hand, set list and lyrics engraved on your heart, hearing the howl of the crowd as the lights come up and the fans go wild. Pure energy feeding your adrenalin, pumping through your veins and helping you….
Okay, so maybe a market research presentation isn’t exactly the same as living that dream we all had as kids. But you’re still stepping into the spotlight, putting expertise and passion into a show you hope will leave them blissed with satisfaction and hungry for more.

Case Study in Controlling Unsanctioned Research: Are Your Customers Over-surveyed?

A Research Rockstar client shared a great story yesterday, one that I just have to pass on. I have sanitized it a bit, to “protect the innocent.”

Theresa is a market research manager at a consumer electronics company. Her team of 4 researchers used to be a team of 7, so workloads are pretty rough.

She recently had an executive from another department share his concern that customers were being over-surveyed. He knew some non-research employees were using SurveyMonkey and similar tools to conduct customer surveys. He asked Theresa to recommend a course of action.

Knowing that the issue is a lot more complex than just telling people to “stop,” she recruited six people from the different departments involved in the rogue activity. Once gathered in a conference room, she showed them the Research Rockstar class, “Embracing Rogue Research.” The 1-hour class acknowledges the pros and cons of decentralized research, suggests policy options, and even tools to make everyone’s life easier.