This week, I have the honor of being a guest blogger at The Market Research Event (TMRE), one of the top US conferences for market research professionals. On each of the 3 days of conference sessions, I’ll be posting an article on the event’s blog. Time permitting, I will post additional articles here, at www.ResearchRockstar.com/blog.
So, what will I be writing about?
In looking over the conference materials, I am nearly overwhelmed by the number of excellent speakers and fascinating topics on the schedule. Clearly, I am going to need a strategy for how to select those topics I can realistically blog about. Towards this end, and after considerable thought, I have a strategy!
The primary lens that I will be using to determine what is blog-worthy will be the content’s contribution to the practical advancement of market research. Have I seen or heard something at TMRE that will contribute to:
Improving reliability of research results?
Improving credibility of research results?
Addressing the need for speed?
The word “practical” is a considered choice. Academically interesting content is…well, interesting…but if it doesn’t always address usefulness. I am sure the challenge here is not unique to market research, but we do seem rather prone to a very high talk-to-results ratio (a lot of talk relative to the amount of action). I have the luxury, as a writer, to invoke a little judgment on what I see—and to prioritize what is worthy of sharing. And from my work with clients who purchase, manage and conduct market research, I know that the priority needs to be on those topics (be they strategies, products, or methods) that address real research challenges: credibility, reliability and speed. Yes, cost is always a factor, but it is typically only an objection if the other three items are insufficiently demonstrated.