Best PracticesMarket Research

10 Things Great Market Research Project Managers Do

10 things great market researcher project managers do:

  1. Challenge all assumptions
  2. Document deliberate project goals
  3. Think precisely about sample sources and screening criteria
  4. Plan for contingencies
  5. Manage client expectations (internal or external clients)
  6. Identify recurring themes or patterns of data and insights
  7. Weave individual findings and data points into key take-aways
  8. QA ALL data before distributing
  9. Create deliverables that are appropriate to audience needs and abilities
  10. Distinguish between confirming existing and discovering new insights

Regardless of qualitative or quantitative methods, great project managers do these things. Some do them by instinct; others do them according to formal project management frameworks. But they all do them.


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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. She is also a professor at Boston University, where she teaches grad students how to analyze and report quantitative data.

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