It’s great to hear a social media authority praise—even promote—the benefit of asking customers’ about their views. In this case, Peter was making the excellent point that companies need to ask customers how they want their information delivered. In today’s presentation in downtown Boston, Peter specifically advised the business folks
Have you ever delivered a big market research study, and had your internal clients completely ignore it?
It is an unfortunately common and painful experience.
Sometimes the challenge is that audience members find numbers too impersonal. They see charts and graphs and they just don’t seem to represent living, breathing
Yes, online research communities have their place. I ardently believe that there are many organizations that can benefit from structured online communities (MROCs or ORCs, as many now call them), or even just well-run, online customer advisory boards (link). In fact, there are some markets for which I think online
Managing in-house market research is tough work. And your internal clients don’t make it easy, do they?
Your internal clients say they want powerful, fresh, objective customer insights. But too often, their behavior shows that they just want you to confirm their personal views.
A tricky part of successfully delivering client insight data is knowing how much data your audience really wants. So, be honest with yourself: do you understand your colleagues’ or clients’ data appetite?
You may have collected thousands of data points. You savor them for a time (I know I do!), and that’s fine. But then it’s time to step back, and take it all in…unless something blocks you. It may even be that you have colleagues who are so hung up on