April 26, 2019
In an industry of ideas, make sure you protect yours
As managing director of db5’s Chicago office, Laurie Visee uses sophisticated research methods to introduce clients to their customers.
Research should be used as a tool to amplify, but only after you’ve asked yourself why you’re doing the research.
Absolutely. It’s good to use it as a starting point and let the research evolve.
It’s often a good choice to start with qualitative research. That involves things like one-on-one interviews and focus groups. Then armed with the results from that process move into quantitative research, which involves a heavier volume of people. Think of depth vs. breadth.
It can help with product testing, log testing, design, social listening, just about any business objective. It’s smart to connect research to actual consumers behaviors. Research can help you identify and analyze actual behaviors and not just what people say they are doing. Segmentation research can help you analyze the habits of very specific people.
Research can be designed to iterate with data, giving you real-time snapshots no matter where your customers currently are.
Good research allows you to validate your concepts and ideas. You might be rooting for a positive set of outcomes, which is understandable, but you want accurate information no matter what. It’s better to have something fall on its face earlier than later.
It can help you determine the essence of the brand and the competitive landscape, which can help you understand your brand’s challenges.
Research can be very broad or very narrow. Put it this way: you don’t want to just talk to your best customers. You want a wide lens to find new people. You don’t want to spend resources finding out things you already know. Start broad and narrow in.