Question

Topic: Research/Metrics

A Case For Consumer Research

Posted by kfrohnhoefer on 1/14/2010 at 10:32 AM ET 500 Points
Having come out of the global ad arena in NYC, I know the value of consumer/market research. God knows we would not sneeze in a consumer's direction without ensuring they wanted to hand us a Kleenex (or buy one)! That said, I've moved out to the country and taken on a Marketing Director's position at $30M company with no mature marketing program in place. I've mapped out the critical path and as you can imagine, "Research" is at the top of my list. Our marketing budget is funded by our Franchisees for the most part and therefore the fund is managed by a council made of reps. I work closely with them (have been for the past 6 months) and I"m now in a wrestling match of sorts. They just don't seem to understand the value of consumer research! And I can't imagine moving forward without it! I've taken them thru an education, i.e. Qual vs Quant and the value of Ethno. I've shared dynamic case studies exemplifying the benefits of each methodology! I've nearly begged them to trust my 20 years of experience in this landscape known as Marketing! They don't want to spend the money. I'm at my wit's end. Next week, I have a strategic planning kickoff meeting with 16 reps from our network of 100 franchisees and I've mapped out a combo eduation/case study/proposal to take them thru, but I feel like I need a silver bullet (or ten!) to drive the value home to them. Any ideas on how I can get this crew on board?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 1/14/2010 at 11:03 AM Accepted
    A few thoughts here:

    1) Ask them to do a one-project trial - choose something that would demonstrate the value of research to them, and allow them to see those results. They may be intimidated by the thought of a whole research plan, but if you cost out one project and have success with it, they may be willing to take that risk and it may open up future opportunities.

    2) I'm not exactly sure of the language you're using with them and how you're describing the benefits. You may want to visit some supplier websites of both qual and quant methodologies, and get some additional case studies and vocabulary they use to better convey the benefits. Think of it as selling anything else - you want to be sure you are actually positioning the benefits correctly and use the appropriate language.

    3) Along the lines of the first point above, they may be intimidated about the cost. Maybe you could introduce them through some lower-cost methodologies first so that they can get comfortable with the whole idea of consumer research.

    I think you're on the right track and hopefully your persistence will pay off!
  • Posted on 1/14/2010 at 11:08 AM Accepted
    I'm probably the last person who would discard consumer research as an important up-front activity in your marketing approach, but I think I see the problem you're having and the reason for it.

    You're trying to sell them a tool -- market research -- not a benefit. And, as you know, people buy benefits, not tools!

    If you wanted them to have fine furniture, you wouldn't try to sell them a lathe or a screwdriver or a hammer. You probably wouldn't talk about the various grades of lumber. What you'd do is show them pictures of beautiful furniture in a space that's much like their homes or offices.

    So in this case why don't you talk about the importance of the decisions you want to make to grow their business. And find out what questions they'd want to have answered to make sure they're doing and saying the things that will accomplish that objective.

    Once they have value for the end result, then they'll engage with the process for getting there. Unfortunately, you assumed that they'd understand the relationship between market research and more/better business. They obviously don't, so you have to go back to the marketing basics and understand YOUR target audience, what they want/need, and how they make decisions.

    If you do that, it won't take long before they come up with the information they'd like to have and what it's worth to get it. You can sell your market research program without ever mentioning the phrase "market research."

    Good luck!
  • Posted by kfrohnhoefer on 1/14/2010 at 12:04 PM Author
    Thanks so much for your responses. As "furrowed brow" as my post might seem, I have actually been quite diplomatic. That said, you guys have provided feedback that is very insightful indeed. Thank you!
  • Posted by jstiles on 1/14/2010 at 1:42 PM Member
    I've been in your position as an MD, and my background was running research departments. Selling research to people who think they already know all the issues and can predict the results is an uphill battle.

    There is no single best way to do it, the appropriate message and approach will depend largely on your group dynamics and current situation.

    First of all, you are new and probably viewed as somewhat of an outsider. Identify influentials and see if you can get some one-on-one time with them to identify resistance to research efforts.

    Do not rely solely on the logic of the research, to you it is obvious to them it is a waste of time and money to tell them what they think they already know. I would suggest a two step approach. The first study being internal, take the time to get to know the issues through their secondhand knowledge and experiences. Then ask them to substantiate their views with facts (sales trends, market reports, etc).

    No executive wants to be in a position to look like they have no proof of what they are saying is correct. Appeal to their experience and then address their data shortcomings.

    Best of luck!



  • Posted on 1/14/2010 at 3:24 PM Member
    I agree with the approach: "The first study being internal, take the time to get to know the issues through their secondhand knowledge and experiences. Then ask them to substantiate their views with facts (sales trends, market reports, etc)."

    And I would suggest that you structure your up-coming session with the reps by focussing on their taken-for-granted notions of their mutual customers. Most likely if you have a good process (and prevent group think) you will evoke conflicting conceptions of the customer. When you dwell with the tensions of the differences in opinion I think that you will help them recognise how their indivual situations and experiences bias or predetermine what they understand. Having them substantiate (the second step) their unque views of the customer with facts (that's going to be tough) might be avoided when they perceive the gaps in consensus.

    Consider them as your customers. My rule is that the customer may not always be right, but it is always wrong NOT to begin with their perspectives.
  • Posted on 9/21/2011 at 4:52 AM Member
    I like this post. Can get the information about consumer Market Research from this post. I just find a company from Google search "Informatics Outsourcing". They are providing Market Research Services Quantitative Market Research and Qualitative Market Research for Clinical Research,Clinical Data Management,Pharmaceutical and healthcare companies.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Research/Metrics)