The other end

6Jul09

I recently answered a few questions about market research for Marketing Magazine. I must say, it was nice to be at the other end of the questions!

I think the article only appeared in the print edition (June, 2009), so over the next few days I’m going to post the nutshell version of the questions (4 altogether) and my answers.

Please feel free to add your own thoughts!

Q1: How do marketers get the best value out of market research when their budgets are being diminished?

A: Marketers will get the best value out of market research by making sure they do 3 things;

1. Ask good questions (ie have clear and well defined objectives)
2. Ask the right people the good questions (ie employ a useful sample)
3. Ask the right people the good questions in the right forum (ie choose the optimal methodology)

Sounds simple, but this is where the clever thinking is. If you get these 3 right, you’ll get useful data, efficiently.