Getting value from Market Research

If a job’s worth doing, it’s worth doing well. It’s a common and universal proverb; it’s ubiquitous and can be applied to nearly every aspect of life and business. It seems so simple to follow but sometimes doing a job well is easier said than done.

The research industry is certainly not immune to this. I am sure most people can point to at least one project that failed to match its potential or deliver its expected objectives. There are numerous possible causes for this perhaps; the project was just a token effort with insufficient budget, manpower or time (or a combination of all three); maybe there were unrealistic expectations or external pressures. The possibilities are endless.

Getting value from Market Research

So how do you get the most value from your research? Well it isn’t enough to just implement a research strategy; its execution requires careful planning, expertise, considered objectives (typing “SMART objectives” in your favourite search engine and you’ll find a plethora of explanations) and of course it takes effort.

But as they say “If a job’s worth doing, it’s worth doing well”.

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