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Thought of like that, each day approached with an open mind is a research opportunity. In the business context, research most commonly takes the form of market or customer research and can be a powerful tool to provide understanding or benchmarking measures of performance. Like all tools, the secret of success is to use the one most suited to the task and apply it correctly. Before embarking on a research project it is imperative to be absolutely clear about what you are trying to find out and whose views are important to you. Consider the case of the New York Times. Looking for ways to grow their circulation the feedback from market research was initially not very palatable. Non-users were saying that they would be attracted by a tabloid format, more accessible writing and such like. This cut across many of the things that the paper held dear as core values. Further study however looked at different geographical areas and here they found people who were similar to their current readers and who would be tempted to buy the paper if it was available as a morning paper before they left home. With this insight the paper was able to develop a growth strategy that was focused on state of the art distribution rather than “dumbing down” the core product. This demonstrates both the value of being clear about who you want to talk to in your research and knowing where the boundaries for your business lie. Our core skill in research is helping you to work through “what you need to know”. Through our strategic partners “The Wire” and “Corr Wilbourne”, we can deliver quantitative and qualitative fieldwork to the highest standards and always with actionable results.
The greatest value is to be had from the earliest involvement. |
