This is a fourth part in a series on ‘Getting the Most From Your Marketing Research’ from guest blogger Chris Bonney of Bonney & Company. Bonney & Company is a full-service marketing research firm, providing a full range of custom marketing research services to businesses, government agencies and organizations in the non-profit sector.
The researcher’s ability to do a good job for you is based largely on how well you articulate your goals and expectations. Before you call a researcher in, you need to be able to answer several questions. A good researcher can help you answer them if you’re having a hard time.
- What do you want to learn? (Or what is you don’t know?)
- What do you want to be able to do with what you learn?
- What decisions do you want to be able to make?
- What information do you need to be able to make those decisions?
- Who is your target audience?
After you’ve answered these questions:
- Look for a researcher who understands your situation.
- Be open and honest with the researcher.
- Don’t give the researcher questions or prescribe the methodology. Instead, tell the researcher what you want to learn.
Photo credit: Mr. Mark
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