Hypotheses are a key component of science experiments. Think back to your school days and you may recall conducting science experiments where you had to outline the aim, your hypothesis as to what would happen, the equipment you would use, detail the methodology and then record the results and form a conclusion. Conducting market research is not so different. Each project is its own experiment. 

In market research, forming hypotheses has multiple benefits – from start to finish. 

Starting a project with stakeholders’ hypotheses is a quick way to unlock what we already know as well as people’s priorities.  All of their previous experience, research, and knowledge is distilled into a concise point of view as to what they think is happening, be that what consumers will like, why they’re behaving the way they do, or why a product has failed. 

They may not be right, but that’s the point. It’s a hypothesis not the conclusion. 

So creating hypotheses at the start gives us direction, it provides focus and also tells us what is important to stakeholders. These are the questions that we need answers to. Not all the other little questions that get added in because it would be good to know! 

Our hypotheses therefore provide us with a plan. Regardless of methodology there always seem to be more questions than there is time to fully answer them, whether it’s an in-depth interview, online community tasks, or survey. Time is precious, so we need to be ruthless. And therefore gain more time and focus on the areas that truly matter. 

Back to our science experiment and having conducted our research, we come to recording our results.  We don’t need to record everything, but we do need clarity and to highlight the most important elements. Returning to our hypotheses helps us to identify what the most important elements are. What have we learnt that supports a hypothesis? And what have we learnt that disproves it? Both are important yet if it a hypothesis doesn’t hold true then there’s a need to educate. How is the outcome different to what we thought? And equally important, why is it different?  

From a market research perspective demonstrating why there’s a shift or indeed a contradiction requires explanation to get stakeholders on board. Perception is key.  And the consumer viewpoint needs to be understood and accepted. This is the reality. 

Working with hypotheses therefore enables us to create a narrative and conclusions that will land. And only with acceptance can you bring action. 

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