Archive for November, 2015



Shots Fired: Market Researchers Suck at Communicating Research Results

Posted on: November 22nd, 2015 by doyle 1 Comment

From the desk of Alice Morgan

I have a challenge for you. How do you define these terms?

  • Findings
  • Insights
  • ImplicationsShots fired jpeg
  • Recommendations

At a conference I recently attended, these results-related words were used indiscriminately. Bandied about, willy-nilly. They have become “buzzwords,” so diluted and blended over time that they lost their meaning.

How “Insights” differs from “Implications” is not a small thing. How we communicate, what we communicate, and the words we use to identify and explain our research results impact the validity and integrity of the market research profession. How are Findings, Insights, Implications and Recommendations distinct from one another? Which are fact-based – and which are not? Are we all on the same page here? In my humble opinion, absolutely not.

Insights, in fact, are so important that people in the biz are now in “Consumer Insights” instead of “Market Research.” So I think it is safe to say that Insights are a pretty big deal.

Here, without further ado, is Doyle’s stake in the ground, our point of view on results communication.

Findings

Findings are derived from observation and investigation. Findings are facts.

Sample Finding: When consumers shop online for cars, they avoid dealership websites.

Insights

Insights are discoveries derived from findings. Insights explain the emotional drivers of human behavior.

Sample Insight: Consumers don’t trust dealership websites because they think they are biased and hard to navigate. Today’s consumers turn to independent sites containing user-generated content.

Implications

Implications explain why Findings and Insights are important to our clients’ businesses. They tell our clients what it all means. Implications link Insights to Recommendations.

Sample Implication: Dealerships need to create websites consumers trust. As the initial touchpoint to the path to purchase, dealerships are squandering a critical engagement opportunity.

Recommendations

Recommendations are the actions clients should take to make smarter business decisions given the prior Findings, Insights, and Implications.

Sample Recommendation: Car dealerships need to optimize their websites by offering greater usability, transparent pricing, real-time vehicle inventory information, and unfiltered user reviews.

So – back to my challenge. What do you think of these definitions? Do you have a different take? An enhancement? I’d love to hear from you. When market researchers consistently and precisely communicate research results, everybody wins. Our clients understand the big picture. They know what they need to do going forward. And after all, isn’t that why they hired us to begin with?

 

 

The Naked Truth: Why Burlesque Dancers Make Great Market Researchers

Posted on: November 16th, 2015 by doyle

glitter and feathersOver the years, I’ve hired three burlesque dancers at Doyle Research, and two of them are currently on staff. They are diligent, self-directed and creative employees, and the glitter left over from their weekend gigs just adds to the fun in our office.

Here are 4 reasons why burlesque dancers make great market researchers:

1. They are creative thinkers.  They are tasked with bringing their stage personas to life in a way that will engage the audience, just like we are tasked with bringing insights to life, and telling a story that will engage our clients.

2. They are resourceful. They must create beautiful costumes and stage effects on the cheap, often learning new skills in the process (like sewing, or jewelry making, or how to use a miter saw). We must find “needles in a haystack” in difficult recruits, create custom exercises that will get below surface responses, and figure out how to get home from Minneapolis when flights have been grounded.

3. They are self-directed.  Burlesque dancers are responsible for creating their own acts, managing their own schedules, problem solving when monkey wrenches are thrown at them, and making connections with producers in order to get their routines on stage. Swap out “producers” for “clients” and that sounds remarkably similar to what we have to do to achieve a successful outcome for our projects!

4. They are adaptable. They often perform in venues they’ve never rehearsed in, sometimes in front of an audience that may or may not have even realized there was going to be burlesque at the venue. Learning to present great performances under adverse circumstances is just part of the gig! And as market researchers –whether client or supplier side – we often “perform” in locations we’ve never been to, with respondents we’ve never met, with the end goal of arriving at great insights that drive our businesses forward.

People can surprise you. We all make assumptions that can close us off to opportunities—whether it’s about the credentials needed for employment, the definition of our target market, or the decision criteria against which to evaluate new product ideas. And sometimes, you find those opportunities in the most unlikely of places if you keep an open mind.

Moral of the story: never underestimate the value of a burlesque dancer!