We’re all guilty of assuming that everyone thinks and behaves like we do!
Luckily, through speaking to clients we realised that other agencies don’t all act like us or do the things that we do as givens.
So we’ve put together our Top 20 straightforward, pragmatic tips to help you get more from your research.
Our tips are all about increasing the value you get from research, creating greater impact in your business and of course making you look good!
- Starting with the brief, clearly outline the problem that you want to solve and the decisions that will be made as a result of the research. Now is not the time to be talking methodology!
- Before embarking on further research consider what information and knowledge already exists. This may be previous research, industry trends and reports, or maybe in stakeholders’ heads. Reviewing this first avoids duplication of work and identifies true knowledge gaps.
- Be open to being questioned and challenged. Some agencies may take everything in the brief at face value, but we believe it’s important to question and challenge so that we don’t make incorrect assumptions and that we understand where you’re coming from, and where you want to go.
- Share wider business information which can provide valuable context. Sometimes it’s left out as it’s seen to be too commercially sensitive or simply not relevant, but by having the full picture the insights and recommendations that come back will be much stronger.
- Share your strategy with your insight partners so that you’re aligned and all shooting for the same goal. Without this it’s a matter of luck whether insights and recommendations are on target.
- Think about how smaller, tactical pieces of research will help you in your overall strategy. They should be small incremental steps and an opportunity to learn – and certainly not take you in a different direction!
- Determine what’s in and out of scope at the briefing stage, not the debrief. Consumers will often come up with big budget ideas (advertise on TV being a frequent suggestion!) but understanding any limitations enables more focused research and more relevant insights.
- Develop hypotheses before starting research. These provide a structure and framework allowing you to be more focused and efficient as well as creating greater engagement for stakeholders – their hypotheses are what they want to know about!
- Accept that not all concepts/propositions/ads will get the green light. And have a plan for what the business will do if they don't. If the answer is to launch anyway, then maybe skip the research?!
- Remember that you’re not the target audience. Your demographics may be quite different and even if they’re similar consumers are unlikely to view your brand or product in the same way as you – after all you live and breathe it!
- Don’t get trapped in your brand or category bubble. It’s easy to fall into the trap of doing things the way you’ve always done or making assumptions. But bringing outside perspectives from different categories can help to challenge the status quo and bring fresh ideas.
- Connect with your customers. It may be as simple as observing shoppers in store, or speaking to customer service staff, but the key is to be open and receptive to what you see and hear.
- Recognise procrastination. If no progress is being made, what are the internal barriers that are preventing you from actioning insights?
- Take time to trial and evaluate new approaches and tech rather than diving in with both feet. Is everything that you were doing before so bad?!
- Ambiguity helps no one! Conclusions and recommendations need to give clear guidance, not be ambiguous. So if they are ambiguous, push back and ask the researchers what they would do. Where would they put their money?
- Value bad news. Knowing what isn’t working can be more valuable than knowing what is – in terms of money, time and brand reputation. Be open and receptive whatever the outcome.
- Revisit hypotheses to determine how research insights and recommendations need to be positioned. Is it a subtle shift? A reframe? Or is serious myth busting required? Each requires a different delivery in order to land successfully with your stakeholders.
- Have a pre-debrief. Sharing the story with the insight lead a couple of days ahead of the debrief is invaluable. It avoids surprises and ensures that insights are delivered in a way that will resonate with the wider team. Objections and challenges have already been considered and planned for.
- Strategic thinking is a mindset, it’s not about budget.
- Get in contact to discuss how we can help you!
