There is still a huge role for more
traditional research methods
interpretation and meaning).
Our best advice would be
that where speed is the overriding driver, know why this is.
Is it really the speed, or it is
an
ultra-nervous or overanxious
decision-maker,
who might feel calmer if he was
advised (say over a late morning
coffee) that if they waited
one week for the study to be
implemented properly (and
to connect with the new age
consumers?
to minimise impact
project and client).
Darren
Mark
Noyce:
Every
method of data collection (in
person, phone, online, paper,
etc.) has its strengths and
weaknesses, and none is perfect
(not withstanding the unreliability
of
human
behaviours
and
response, which would impact
any Q&A and some observational
research methods).
Are
restrictive
budgets
hampering
the
market
researchers
to
provide
‘actionable’ insights?
Is
there a way to deal with
such constraints?
spend £10k more), that his
result (and the outcome of his There is still a HUGE role for
decision) would be much more
precise, complete, decipherable
and reliable. And they would
have an external expert to lean
on for the implementation,
analysis, interpretation, and most
importantly ‘meaning’. Or more
proverbially speaking….
God made time, but man made
haste (Irish Proverb)
The devil takes a hand in what is
done in haste (Turkish Proverb).
Market researchers are
wonderfully curious and
capable chaps.
They can take multiple
or single data sources,
assess the validity and
reliability, undertake
analysis, and point
pictures that tell the story
so the client can make
decisions and act.
How can researchers deal
with the inefficiency of
traditional
methodologies
more
traditional
research
methods today. Take for instance
qualitative focus groups and
in-depth interviews. Some of the
oldest methods, we at Skopos
are undertaking more of these
than ever (even with our Digital
reputation). The key reason
is they help uncover feelings,
emotions, beliefs, reactions etc.
that is just not possible online (or
over the phone for that matter).
Inefficiency in the question
presumably refers to “slower,
costlier,
less
convenient”.
Whether to use less efficient
methods will always be a
judgement call after a good
conversation
(and
good
communications) with the client.
What
research
is
required
to meet the holistic business
need(s) and decisions should
always be the first call; pared
back to meet budgets and
timescales only if this really has
to be the case. Skopos, like all
the best MR agencies, has the full
toolkit of methods at its disposal
managed
by
experienced
experts. Any inefficiency are
openly discussed and managed
(on
the
Darren Mark Noyce: No and
yes. Market Researchers are
wonderfully curious and capable
chaps. They can take multiple
or single data sources, assess
the
validity
and
reliability,
undertake analysis, and paint
pictures that tell the story so
the client can make decisions
and act. They can do this on a
‘shoestring’ if required, and most
experienced researchers have
cases where they have done so.
My favourite is a fast and cost
effective study we undertook for
a ma jor global lager (light beer)
brewer, which looked at various
new on-pack promotions they
were considering. At the last
moment, we proposed including
a promotion from a competitor
brand (in this case Guinness) in
the study/questionnaire design
to assess the relative interest
in each promotion (whether
for the client or Guinness).
Famously Guinness promotions
were by far and away preferred
over the client’s, even amongst
lager-only
or
non-stout
drinkers! This led to a ma jor rethink of the client strategy on
promotions (and the research
on promotions), and a re-focus
on the core brand values, equity
and overall marketing (of this
very well-known global light
beer). Sometimes the best