Primary Research Development
Primary Research Development
1. Objectives: Be clear on your reasons for the research, exactly what you want to find out, how it fits into your overall brand strategy, and your priorities regarding data collection.
2. Results-Oriented: Are you making a go/no go decision on a new product or an ad campaign? Are you looking for the optimal target for your product or service? Determining how you want to use the results will affect the research requirements.
3. Target Specifics: Be as specific as you can about whom you want to interview. Some people are harder to find, and some groups are more expensive to research than others.
4. Target diversity: Is your target audience homogeneous or diverse? Often, the size of the research sample is contingent on the diversity of the target population, and should include a minimum number of subjects for each segment, e.g., genders, age groups, usage groups.
5. Show and Tell: Do you need to show samples, storyboards, advertising slogans, or prototypes? This will impact the specific approach used and the associated costs, including material distribution, i.e., mail, online, etc., focus groups or a central location intercept.
6. Understanding deliverables: Most of the time, you can expect a detailed written report at the conclusion of a research study which can include an executive summary, charts and tables or quotes from respondents. The more detail you seek, the more it will cost.
7. Small teams: Try to keep your team small. The more people having input into your research, the more likely you are to have a study that is unfocused and ultimately, unsatisfying. The marketing director, product manager, and ad agency (if appropriate) are usually the optimal team.
8. Timing: How will the research affect other planned company initiatives? Don't wait until the last minute. Plan on 2-6 months (depending on the scope of the effort) from initial planning to deliverables.
9. Be Research-savvy: Make sure your research sample is comprehensive enough to be useful and to uncover trends. Unearthing patterns over individual opinions are what matters.
10. Budget: Primary research can cost anywhere from $5,000 to over $100,000. Fortunately, there are a number of ways to accomplish nearly any objective, so you have choices.
Primary Research Development - To learn more about this author, visit Michele Harris's Website.
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The decision to conduct primary market research generally derives from a major marketing challenge or question regarding a product or service. Here are a few points to consider that will determine the scope & methodology of the research and result in a successful outcome.
1. Objectives: Be clear on your reasons for the research, exactly what you want to find out, how it fits into your overall brand strategy, and your priorities regarding data collection.
2. Results-Oriented: Are you making a go/no go decision on a new product or an ad campaign? Are you looking for the optimal target for your product or service? Determining how you want to use the results will affect the research requirements.
3. Target Specifics: Be as specific as you can about whom you want to interview. Some people are harder to find, and some groups are more expensive to research than others.
4. Target diversity: Is your target audience homogeneous or diverse? Often, the size of the research sample is contingent on the diversity of the target population, and should include a minimum number of subjects for each segment, e.g., genders, age groups, usage groups.
5. Show and Tell: Do you need to show samples, storyboards, advertising slogans, or prototypes? This will impact the specific approach used and the associated costs, including material distribution, i.e., mail, online, etc., focus groups or a central location intercept.
6. Understanding deliverables: Most of the time, you can expect a detailed written report at the conclusion of a research study which can include an executive summary, charts and tables or quotes from respondents. The more detail you seek, the more it will cost.
7. Small teams: Try to keep your team small. The more people having input into your research, the more likely you are to have a study that is unfocused and ultimately, unsatisfying. The marketing director, product manager, and ad agency (if appropriate) are usually the optimal team.
8. Timing: How will the research affect other planned company initiatives? Don't wait until the last minute. Plan on 2-6 months (depending on the scope of the effort) from initial planning to deliverables.
9. Be Research-savvy: Make sure your research sample is comprehensive enough to be useful and to uncover trends. Unearthing patterns over individual opinions are what matters.
10. Budget: Primary research can cost anywhere from $5,000 to over $100,000. Fortunately, there are a number of ways to accomplish nearly any objective, so you have choices.
Primary Research Development - To learn more about this author, visit Michele Harris's Website.
Like this article? Share it with your friends
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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 Michele Harris (Visit Michele's Website) Marketing agency expert Michele Harris has spent 17 years developing revenue-rich marketing programs for Fortune 500 companies and promising startups, and has helped hundreds of companies find the right PR, advertising, marketing agency or expert for their particular business needs. If you need sales and marketing help, visit www.getsmarti.co m
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