I’ve written before about how much I detest our industry’s aversion to change, but today I’d like to be positive and talk about how we can change while not selling out the principles that should drive market research. Here are five that I’ve used in coming up with new solutions.
At TRC we recently launched Message Test Express™. The product developed out of a phone call with a prospect who complained that he couldn’t do effective quantitative message testing because time did not allow it. From that conversation we set budget and timing criteria and then tried to figure out how we could help him to do effective message testing within those parameters. As we worked through our plan we went back and got feedback from him and other clients to make sure we were on the right track. Finally, we figured out how to include some advanced methods (we used our proprietary Bracket™ prioritization tool to provide individual level utilities for each message) and useful tools (such as a highlighter tool, heat maps and specialized word clouds) that maximized the reliability and usefulness of the results.
Doing all of the above is no guarantee that the product will be a success (too early to know if Message Test Express™ will be), but I believe they are a good foundation for creating one. Of course the alternative (not trying to innovate) will surely lead to failure.
Rich brings a passion for quantitative data and the use of choice to understand consumer behavior to his blog entries. His unique perspective has allowed him to muse on subjects as far afield as Dinosaurs and advanced technology with insight into what each can teach us about doing better research.