Approach
The approach to the research process I’ve found to be most successful all starts with a discussion to cover the specific objectives the research is aimed at addressing. Identifying the research objectives often sounds a lot easier than it is. However, taking the time to really spell the objectives out as opposed to leaving them as undefined and obtuse thoughts has never failed.
After 15+ years and literally 1,000’s of research projects, chances are I’ve been confronted by a similar research effort you’re faced with.
Having said that, no market research professional knows the opportunities and challenges you face and or can speak to the specifics of the industry you compete in better than you. What’s more, it’s an immutable fact that no 2 research engagements are the same. Each requires starting the process with a blank piece of paper.
Subsequently, every research engagement should be preceded by a discussion to hone the objectives we’re after. This in turn ensures the research will yield the answers you need versus simply the answers you want.
At the base level, the research approach centers on matching the research objectives with the most appropriate research methodology. Do the research objectives call for a qualitative (focus groups), quantitative (surveys) methodology, or do they require a mix of both?
Determining the most appropriate research methodology should be an easy first step. The way I distinguish the two is that – broadly and generally – the 2 methodologies (qualitative and quantitative) are aimed at distinct questions:
- Qualitative research is best applied when the question we’re after is “why.”
- Why does this target audience see X characteristic as important and not Y characteristic?
- Quantitative research is best applied when the question we’re after is “what.”
- What percentage of the target audience is familiar with your company or offering relative to the competition?
Once we’ve arrived at the most appropriate methodology, I always like to ask clients for the 3, 4, or 5 MOST critical questions they need the research to answer. In other words, if you had to explain to your spouse or friend what we’re doing with the research how would you frame the process.
From there, a first draft of the research instrument is developed for your review. Once we’ve arrived at a final, we go in the field.
Identifying the key timelines involved with research is another important part of the initial discussion as well. What works best is by timing the different steps backwards. That is, you determine when the research findings have to be put to use. This determines when the research has to be out of the field, which in turn determines when the research needs to go into the field and so on.
Having said all this, after 15+ years one thing I know is the difference between ideal versus reality. Resulting from years working in politics and coupled with my experience with corporate crisis work, I’m equally adept at moving quickly and compressing the process to meet whatever needs arise.