Make Research Actionable
When businesses think about conducting research they tend to first think about the methodology. To us, the methodology is not what’s most important. What’s critical is to first determine the objective of the research in the first place. What business issue or marketing challenge are you trying to solve? What insights do you need in order to make an intelligent decision?
That’s what you need to think about first.
From that statement, “better informed, lower risk decisions” are the most important words.
How can research help you make a better-informed, strategic decision, regardless of whether it’s about a product, your brand, or your competition?
Ask yourself, “Why am I conducting research?” and “What problem am I trying to solve or what information do I need to learn to move forward with an actionable decision?”
Let’s talk about research. American Marketing Association has this definition:
Research is the systematic and objective approach to gathering marketing information which, when processed, analyzed, and interpreted, will help identify problems and opportunities allowing for better informed, lower risk decisions.