Research is much maligned these days. Some criticisms are valid. Research insights often are superficial, impractical. Worse still, they can be dishonest and completely inaccurate.
Why is it difficult to get accurate, actionable research insights aligned to business needs? Among many reasons, it is a lack of respect for the discipline. Let me explain why.
I was a product manager and brand strategist before I became a researcher. I would attend research as an observer and think – research is easy, I can do it as well. When I actually started conducting research, I was immediately freed from this misconception. Research like most disciplines requires higher order skills, training and experience to get it right.
When you plan research, many things need to come together to get it right. Well planned and executed research has 3 key ingredients.
- Right Method that meets Business Needs
- Right People on the Field
- Right Time Given to Research
Research Method to meet Business Needs
If a research has to meet its research (and business) objectives, the right research method and sample are absolutely crucial.
Use Qualitative Research when you need to understand customer behaviour and the motivations and anxieties behind it. You must select the sample carefully keeping in mind your business needs. For instance, if you need to increase brand premiums, you should be able to understand sources of your brand differentiation from brand loyalists. If market expansion is your objective, your sample needs to cover a range of customer – loyalists, repertoire and competition.
A well designed qualitative study with small accurate sample of people can provide rich, nuanced qualitative insights for
- Customer segmentation that holds for a considerable period of time.
- Customer journey and experience that maps customer expectations, need-gaps, influencers and more at different stage of purchase process
- Cultural shifts and market trends that uncover new ideas for products, communication and more
Deep and rigorous qualitative understanding not only explains customers’ current behaviour and decision making but can also make prediction about them in different circumstances and contexts. This allows for a rich foundation for strategic planning.
Use Quantitative Research to estimate market size and to validate insights gained from qualitative research with a larger sample. Think of it when you need to
- Estimate segment and market sizes
- Gauge overall sentiments about customer preferences
- Track brand awareness and perception over time
Quantitative research is expensive but is used often as its larger sample size provides confidence for strategic bets and also build alignment around decisions.
Right People on the Field
A research is as good as the person actually doing it on the field. The experience of the person conducting the research impacts the quality of insights.
You can get by with junior researchers in the field for routine testing and brand health checks. But for deep, breakthrough insights that shape business and brand strategy, senior seasoned researchers on the field are crucial. Seasoned researchers’ knowledge and expertise helps them hold rich meaningful conversations instead of just asking a list of questions, see patterns in data accurately, and avoid common pitfalls in the field.
When you need senior researchers on the field for critical qualitative understanding, small specialist research agencies are better bets. For larger quantitative studies, established large research organisations can meet your needs better.
Sometimes, a quick survey is all you need to get started. This approach works well for small teams and agile decision-making. You can brainstorm some initial ideas and then get quick feedback from the market to see what works. This allows you to evolve your plans as you go, making adjustments based on real-world reactions. We have used this approach successfully for start-ups as well as entrepreneurial teams within large corporations.
For high-stakes decisions, taking the time for in-depth research pays off considerably. Insights from deep immersive research age well and provide a strong foundation for long-term success. They help anticipate potential challenges and possible solutions, giving teams the confidence to move forward with a clear and well-informed strategy. They can play a crucial role in shaping strategies in teams with complex decision-making processes and many stakeholders.
Research has the power to influence great success for brands and businesses, when done with the right research methodology, experienced researchers, and adequate time investment to realise this success. This will happen when marketers respect research as a source of growth and competitive advantage rather than treating it as superficial marketing activity.
