7 Keys to a Successful Market Research Programs
July 12th 2007 09:49
Market research has been around for a long time. It has become a major tool to stay ahead and survive the changes in consumer behavior and the marketplace. Believers in the tool may be talking about it's importance but to the uninitiated, it's importance has to be sold. Some don't believe on market and public opinion research because "we already know the answers." Others say "It takes too long and is too expensive, and the results aren't action-oriented."
The business of learning business research and marketing communications has never been as difficult as it is today. Markets are fragmented, competition is global and growing, consumers are more demanding and less loyal than ever, the media landscape is evolving and marketing people are under pressure like never before to deliver and be accountable for brand or company performance.
According to marketing experts, market research can help make your brands or campaigns become the best that they can be. It can help you develop programs with more confidence. It can help ensure that you talk to the right market based on the right perception or attitudes. Modern research techniques can help position new brands and reposition old ones. In short good market research brings good business.
Dan Maceluch, vice president of Ipsos, a global-survey based marketing research firm, recommends seven keys to a successful market research programs :
* Always tie your research program to your business objectives and focus on the "why."
* Pose the right questions in the right order. Start with the general, and then move to the specific.
* Never pose biased or leading questions. Always strive for validity and reliability.
* Choose the right survey instrument (phone, mail, on-line, focus group, elite interviews, media coverage analysis, etc.).
* Make sure you have enough feedback from the people you want to hear, be it from the general population or specific segments.
* Negotiate upfront how and when you will receive your data and analysis.
* Let the facts speak for themselves.
* Work with your in-house marketing research professionals.
* Look for information on market research company and industry websites and databases.
* Use charts, tables, factoids and trends in your presentations.
* Take a course or seminar in research or measurements.
* Start small. Conduct benchmark research on at least one program or campaign.
* Call in an expert for a free consultation to start the ball rolling.
The business of learning business research and marketing communications has never been as difficult as it is today. Markets are fragmented, competition is global and growing, consumers are more demanding and less loyal than ever, the media landscape is evolving and marketing people are under pressure like never before to deliver and be accountable for brand or company performance.
According to marketing experts, market research can help make your brands or campaigns become the best that they can be. It can help you develop programs with more confidence. It can help ensure that you talk to the right market based on the right perception or attitudes. Modern research techniques can help position new brands and reposition old ones. In short good market research brings good business.
Dan Maceluch, vice president of Ipsos, a global-survey based marketing research firm, recommends seven keys to a successful market research programs :
* Always tie your research program to your business objectives and focus on the "why."
* Pose the right questions in the right order. Start with the general, and then move to the specific.
* Never pose biased or leading questions. Always strive for validity and reliability.
* Choose the right survey instrument (phone, mail, on-line, focus group, elite interviews, media coverage analysis, etc.).
* Make sure you have enough feedback from the people you want to hear, be it from the general population or specific segments.
* Negotiate upfront how and when you will receive your data and analysis.
* Let the facts speak for themselves.
* Work with your in-house marketing research professionals.
* Look for information on market research company and industry websites and databases.
* Use charts, tables, factoids and trends in your presentations.
* Take a course or seminar in research or measurements.
* Start small. Conduct benchmark research on at least one program or campaign.
* Call in an expert for a free consultation to start the ball rolling.
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