It is so easy to think that you are like me.
Yet every client is different, with unique interests, challenges, and organizations. Research is how we keep ourselves honest in business. It can be informal or formal; it can be statistically based or qualitative in nature.
We specialize in qualitative research, focused on understanding what’s really going on in your business. There are many research companies that do a great job of generating statistically significant research data. Cheskin Research is one (large) firm that does a great job in this area.
You will usually want qualitative research before you go after a quantitative (statistical) study, because qualitative research looks at causes and structure, while qualitative research is best at testing a hypothesis based on a current understanding of the market.
The research process looks something like this:
Define the core questions that need to be understood
Identify the characteristics of the desired research subjects
Create a research "protocol" - an interview or focus group script
Recruit research subjects, and have an experienced, knowledgeable consultant carry out the research. This is key - good qualitative research is about understanding and exploring, and it can't be done well by a third party. I build the research protocol and execute the research myself in conjunction with a small team of known experts.
Organize the results and develop a hypothesis
Facilitate an analysis workshop with the client to explore the opportunities and issues raised by the research. Develop a plan to move forward with execution of a strategy.
One way to organize the information that emerges from market research is in the form of a Marketing Knowledge Base – an information model for keeping track of the key information you need to succeed. We use research as a key part of developing brand strategy, product requirements, marketing communications tools, and segmentation. There’s just no substitute for knowing what your
customers are actually thinking.
If you need to understand your business, your competition, your channel and your customer better, we can help.