We recently attended The Market Research Event (TMRE) in Orlando, one of the top research events, which brings leaders together from all over the world to talk about consumer insights. Brands such as Under Armour and Target, thought leaders such as Hilary Mason and Dan Ariely, and marketing gurus such as Seth Godin shared innovative research tactics and trends. These leaders, along with many more, made it clear that traditional research methods are no longer going to cut it. With so much data at our fingertips, it’s important to adapt and innovate in order to continue translating insights into bottom-line impact for our clients.
How do you do this?
- Put listening before questioning. Enable consumers to reveal something about themselves to get at the deeper context.
- Observe, don’t ask. Because what people say does not always explain their decision-making.
- Find the inner remarkability of an insight. What is surprising, novel or interesting about what you are sharing? Why should someone care?
- Be a storyteller. Develop strong central characters to drive the story and provide context, meaning and a way forward. Delivery is everything.
- Deliver in ways that are surprising and engaging to your audience. And don’t be afraid to ask more of your audience. By involving them rather than just telling them, your insights will take on greater meaning.
- Focus on creating change and accepting failure. Only then will transformative insights be uncovered and meaningful business impact be made.
- Speed in finding and applying insights is often as valuable as innovating. Balance is key.
Change is inevitable within an industry and what better field is there than research to be early adopters?
November 30, 2015 | Culture, Research