Lying behind all of our industry sector and research experience is a firm understanding of how to do research.
Often, conducting successful and effective market research studies involves a grasp of two very different demands:
This section is devoted to the former: Getting the job done, on time and to the clients' specification.
It should come as no surprise that we've picked up a thing or two in conducting thousands of bespoke market research studies. A little of what we've learned is shared below:
Storytelling is a crucial element of the senior market researcher’s toolkit. Master storytelling, and you truly are on the way to seeing your value as a researcher, not to mention your job satisfaction, soar.
A ladder is a tool designed to allow you to reach something otherwise unreachable. In the same way, “laddering” as applied to market research is a technique designed to acquire nuggets of information which are otherwise very difficult to get at.
Accounting for cultural bias in B2B research
Good research comes from asking the right question of the right person. Of course, there is much more to market research than this truism. The design of the study, the interpretation of the findings and the presentation of results can be just as important. However, at the heart of good research are those two things.
Ensuring that the interviewing team is thoroughly briefed and fully understands the research project is key to successful research. What are the steps that should be taken to ensure interviewers are properly briefed and able to carry out their jobs successfully? This article aims to outline these key steps.
The basis for anticipating likely future demand lies in thorough industrial market research, which is now recognised as the key business tool in reducing risk and increasing sales. This practical book is designed as a complete guide to analysing, assessing and anticipating the strength of the industrial market in almost every area of business.
Questionnaire design is a subject fundamental to the market research function. Yet, until now, the available literature on the subject has been too specialist or complex for a wider readership. Questionnaire Design breaks the mould by providing a basic, yet highly practical, guide to this important area.
The presentation of the findings of market research is the most important aspect of the researcher’s work. There is little value if hours and pounds of valuable research is clumsily reported, poorly presented and left to rot in a company’s files. It is possible, however, to create a clear and lasting impact with your data, and the detailed advice in this practical book will help you.
Market Research in Practice is a practical introduction to market research tools, techniques and issues. Providing a clear, step-by-step guide to the whole process – from planning and executing a project through to analysis and presenting the findings – the book explains how to use these tools and methods effectively and obtain the most reliable results.
Fully revised and updated for the second edition, Market Research assumes no previous knowledge of the subject. Through clear, concise advice and real life case studies, starting out in market research is made simple.