Since the C Squared team understands that market research is much more than just asking questions, they asked me to write about my approach to uncovering audience perceptions and opinions. I shared with their audience the importance of preparation before the research even starts, as well as provided some insight into my approach to ensure market research success.
Specifically, to the untrained eye, “market research” may seem like just a bunch of questions. And, sure, asking questions and gathering responses is obviously part of the market research process—but it’s not the most important part. That comes long before, in the development of strategy. The preparation and the approach used are critical to uncovering audience perceptions and opinions.
For a market researcher, success begins with understanding the purpose of the research. To ensure a valuable outcome, we seek answers to questions such as:
- What is the purpose of this study?
- What are you hoping to learn?
- How do you plan on using the results?
- What are you expecting to hear?
- What will surprise you if you hear it?
- What else does the researcher need to know?
Knowing the answers to these questions is just one of the market research key success factors undertaken by Hardwick Research. To learn more about our market research process read my post on C Squared’s website.
As always, feel free to contact me anytime for additional insight into the market research process.