What’s this data mean?
Posted on Tue, Oct 13, 2009
When you commission a marketing research study, you want answers to specific questions. Whether it’s which advertisement will be most impactful, what consumers think of a brand or how much people are willing to pay for a new product, marketing research gives you powerful information to help you make important decisions.
But the information is only powerful if you understand it.
Marketing research studies often produce an overwhelming amount of data. Unfortunately, many research firms just give their clients the raw data and disappear into the great wide open, without offering any interpretation. You’re left with a binder full of charts and numbers destined to sit on a bookshelf and eventually get sent to storage (wherever that is).
What’s the point of paying for research if you aren’t able to use the data?
Marketing research firms worth their salt stick around after the fieldwork ends. Interpretation of the results as they pertain to your specific objectives is a big part of what you’re paying for, so make sure you choose a firm who takes pride in their analysis and reporting and offers ongoing support.
Ask potential research partners about deliverables and to see a sample report. Make sure the report is usable and the important points aren’t buried in pages of text. PowerPoint-style presentations are much easier to understand and reference later. Conclusions and recommendations should tell you what the data means, answer your original questions and bring forward insights into the attitudes and behaviors of your target audience.
Research results are only valuable if they are used. If you don’t have the time, energy or desire to interpret raw data yourself, choose a marketing research firm that cares about how you use your results.