Enhancing research value
Too much market research work is under-utilised. Both end users of research, and research agencies want to get more value from their studies. Often clients tend to blame the quality of the data, or the lack of talent or skills among researchers for what they perceive as "dull" or
sub-standard research. Agency executives often (privately!) blame the clients for insisting on overloaded questionnaires, "absurd" timelines and poor briefs. Yet it doesn't need to be this way. Creative research techniques and analytic skills can be taught, systems can be
put in place to design quality studies and with the right technology and research products tight timelines need not restrict our ability to produce useful insights.
However the causes of sub-standard research are not simple and are often inter-related. We recommend and can help implement a four stage Enhancing Research improvement process that attacks four key problems:
-
Communications Chaos. Bad research often results from a lack of clarity about what really is needed and how resources should be prioritised. Are systems in place that ensure everyone involved knows exactly why the research is being undertaken,
which objectives are vital and what it will be used for? Is a process in place to ensure that objectives actively inform all stages of the research process, from design through to outputs? Communications in this sense is NOT just a formal briefing document or a one-off
meeting.
-
The Information Swamp. Getting more from your research usually implies asking less and focusing on what truly matters. Are systems in place to ensure research needs are prioritised so time is spent on what really matters? Are we using research designs and systems that
automate and simplify the collection and production of the basic information needs so researchers can spend time on digging into data to extract the interesting stuff? Do we have the software tools and modelling support to get at the important findings fast?
-
Brain-Drained and Confused. In the end good research results are based on having decent analysts with the right research skills being given a chance to explore the data. Do we have the right talent to make this possible? Do they have the right skills and training? Are
we sure they have clear examples of what good research looks like, and templates setting out basic standards? Have they been given a clear process by which to approach analyses and create reasonable outputs? Do your products, systems and processes help and support them in
doing the key part of their job, or do they actually impede them?
-
Disintegrated, Disaggregated Outputs. Too often research outputs fail to address key issues, are unrelated to other information sources and don't synthesise results into clear actionable conclusions. Often the outputs are simply unclear and unattractive. Are our
outputs appropriate? Have we put in place systems that ensure researchers are aware of past or complementary research? Are our analysts being trained in integrating and synthesising information? Do we have products, templates and systems that make such synthesis easier? How
recently have we reviewed the consistency, quality and usefulness of our key reports and charts?
Gordon and McCallum can help you identify and tackle all of the above issues, and make immediate and noticeable improvements in the ROI you or your clients get from your research.
