Getting the Most Out of Your Marketing Research Study

You’ve decided to invest in research. That’s great—it’s one of the smartest moves you can make to inform your strategy and drive better outcomes. But here’s the thing: not all research investments pay off equally. Some studies transform how companies operate, while others end up forgotten in a folder somewhere.

So, what makes the difference? After nearly two decades of working with clients through the research process, I’ve identified a few key factors that separate truly valuable research from wasted opportunity.

Start with Crystal-Clear Objectives

Before you worry about methodology or sample sizes, get clear on what decisions this research needs to inform. What specific questions do you need answered?

“Understand our customers better” isn’t an objective—it’s a wish. “Determine which of three product features will drive the highest adoption among our target segment” is an objective. See the difference?

Clear objectives are your North Star. They shape your methodology, guide your analysis, and help you evaluate whether the study delivered. As Brinkley told us a few weeks ago, everything should tie back to these goals. If a finding doesn’t connect to your objectives, you’ve probably drifted off course.

Check Your Bias at the Door

We all have hunches about what the data will show. That’s fine – hunches often spark the need for research in the first place. The problem comes when those hunches become expectations that color how you see the results.

I’ve watched teams dismiss important findings because they didn’t match what they wanted to hear. They explain away contradictions, highlight only supportive data, or label surprises as “outliers.”

Here’s the truth: the whole point of research is objectivity. It shows you what’s actually happening, not what you hoped was happening. Approach your data with curiosity, not confirmation bias. The most valuable insights often come from results that challenge your assumptions—but only if you’re willing to see them.

Be Transparent with Your Research Partner

Your research partner can’t read minds. They need to understand not just what you want to study, but why it matters.

Share your objectives, constraints, and concerns openly. Explain the internal debates that prompted this research. Talk about what success looks like and what you’ll do with the findings. If there are organizational politics at play, mention those too.

This transparency lets your partner design a study that actually serves your needs. They can anticipate blind spots, suggest approaches you hadn’t considered, and structure findings in ways that will resonate with your stakeholders. The more context they have, the more value they can deliver. 

This is where Evolve’s DeepDig process shines! It helps us to understand our clients’ objectives inside and out, resulting in better research strategy and stronger insights.

Treat Research Like the Investment It Is

Marketing research costs real money. But you know what’s more expensive? Making major decisions based on gut feel or outdated assumptions.

Since research is a significant investment, treat it with appropriate rigor. Don’t rubber-stamp the first proposal you see. Ask questions. Understand why the methodology makes sense for your goals. Dig into sample composition and potential limitations.

Review the actual questions that will be asked. Will these really get you the insights you need? This upfront diligence prevents disappointment later.

Stay engaged throughout the study too. Attend fieldwork when you can. Review interim findings. Your involvement ensures quality and gives you deeper understanding when it’s time to make decisions.

Find a Partner Who Goes Beyond the Numbers

Any decent research firm can collect data and report what people said. That’s the baseline. What separates great research partners is their ability to tell you what it means and what to do about it.

Look for someone who will challenge your thinking, connect the dots, and translate findings into strategy. You want a partner who understands your business well enough to say, “here’s what we learned, here’s why it matters, and here’s what we recommend next.”