You're damned if you do, and damned if you don't. There are 2 fundamental truths about smart business decisions, bets, and strategies: ๐ They require good insights and data (garbage in = garbage out) ๐ The research required to get those insights / data is usually a real PITA to do (research tax) It used to be that doing research was slow, expensive, and/or extremely time-intensive. Sure, there are endless options between qual vs. quant, primary vs. secondary, internal vs. external, DIY vs. DFM (the list goes on) and new trade-offs to consider as AI-powered solutions come onto the scene: accuracy, quality, relevance, etc. But while the solutions are evolving, the age-old problem remains: ๐๐ผ๐ ๐๐ต๐ฒ ๐ต๐ฒ๐ฐ๐ธ ๐ฑ๐ผ ๐ ๐ฐ๐ต๐ผ๐ผ๐๐ฒ ๐๐ต๐ฒ ๐ฏ๐ฒ๐๐ ๐ฟ๐ฒ๐๐ฒ๐ฎ๐ฟ๐ฐ๐ต ๐ฎ๐ฝ๐ฝ๐ฟ๐ผ๐ฎ๐ฐ๐ต / ๐๐ผ๐น๐๐๐ถ๐ผ๐ป ๐ณ๐ผ๐ฟ ๐บ๐ ๐ป๐ฒ๐ฒ๐ฑ๐?!? Based on a decade of coaching clients, advisees, and peers on the thought process for years, hereโs what you need to put some thought into: 1. What are we ๐๐ฟ๐๐ถ๐ป๐ด ๐๐ผ ๐ฑ๐ผ or accomplish?โจ๐๐ฉ๐ช๐ฏ๐ฌ ๐ฃ๐ถ๐ด๐ช๐ฏ๐ฆ๐ด๐ด- ๐ฐ๐ณ ๐ต๐ฆ๐ข๐ฎ-๐ด๐ฑ๐ฆ๐ค๐ช๐ง๐ช๐ค ๐ฑ๐ณ๐ฐ๐ฃ๐ญ๐ฆ๐ฎ ๐บ๐ฐ๐ถ'๐ณ๐ฆ ๐ต๐ณ๐บ๐ช๐ฏ๐จ ๐ต๐ฐ ๐ด๐ฐ๐ญ๐ท๐ฆ. 2. Why / what specifically will that ๐ถ๐ป๐ณ๐ผ๐ฟ๐บ ๐ผ๐ฟ ๐ฎ๐น๐น๐ผ๐ ๐๐ ๐๐ผ ๐ฑ๐ผ?โจ๐๐ฐ๐ธ ๐ธ๐ช๐ญ๐ญ ๐ธ๐ฆ ๐ถ๐ด๐ฆ ๐ต๐ฉ๐ช๐ด ๐ช๐ฏ๐ง๐ฐ? 3. What are our ๐ธ๐ป๐ผ๐๐น๐ฒ๐ฑ๐ด๐ฒ ๐ด๐ฎ๐ฝ๐ to close or validate? ๐๐ฏ๐บ ๐ฆ๐น๐ช๐ด๐ต๐ช๐ฏ๐จ ๐ฉ๐บ๐ฑ๐ฐ๐ต๐ฉ๐ฆ๐ด๐ฆ๐ด? 4. What ๐๐๐ฝ๐ฒ ๐ผ๐ณ ๐ถ๐ป๐ณ๐ผ๐ฟ๐บ๐ฎ๐๐ถ๐ผ๐ป / ๐ฎ๐ป๐๐๐ฒ๐ฟ๐ will help us close those knowledge gaps? 5. Has ๐๐ผ๐บ๐ฒ๐ผ๐ป๐ฒ ๐ฎ๐น๐ฟ๐ฒ๐ฎ๐ฑ๐ ๐ฎ๐๐ธ๐ฒ๐ฑ or explored this?โจ ๐๐ฉ๐ช๐ฏ๐ฌ ๐ฉ๐ฆ๐ญ๐ฑ๐ง๐ถ๐ญ ๐ค๐ฐ๐ฏ๐ต๐ฆ๐น๐ต ๐ต๐ฉ๐ข๐ต ๐ค๐ข๐ฏ ๐ฑ๐ณ๐ฐ๐ท๐ช๐ฅ๐ฆ ๐ข ๐ด๐ต๐ณ๐ฐ๐ฏ๐จ๐ฆ๐ณ ๐ง๐ฐ๐ถ๐ฏ๐ฅ๐ข๐ต๐ช๐ฐ๐ฏ ๐ง๐ฐ๐ณ ๐บ๐ฐ๐ถ๐ณ ๐ณ๐ฆ๐ด๐ฆ๐ข๐ณ๐ค๐ฉ. ๐๐ฉ๐ข๐ต ๐ฆ๐ญ๐ฆ๐ฎ๐ฆ๐ฏ๐ต๐ด *๐ฉ๐ข๐ท๐ฆ๐ฏ'๐ต* ๐ข๐ญ๐ณ๐ฆ๐ข๐ฅ๐บ ๐ฃ๐ฆ๐ฆ๐ฏ ๐ถ๐ฏ๐ค๐ฐ๐ท๐ฆ๐ณ๐ฆ๐ฅ ๐ฐ๐ณ ๐ถ๐ฏ๐ฑ๐ข๐ค๐ฌ๐ฆ๐ฅ? 6. ๐ช๐ต๐ฒ๐ฟ๐ฒ do we find the info we still need? ๐๐ฉ๐ข๐ต ๐ต๐บ๐ฑ๐ฆ ๐ฐ๐ง ๐ช๐ฏ๐ด๐ช๐จ๐ฉ๐ต ๐ฅ๐ฐ ๐ธ๐ฆ ๐ฏ๐ฆ๐ฆ๐ฅ? ๐๐ฉ๐ฐ (๐ช๐ง ๐ข๐ฏ๐บ๐ฐ๐ฏ๐ฆ) ๐ฅ๐ฐ ๐ธ๐ฆ ๐ฏ๐ฆ๐ฆ๐ฅ ๐ต๐ฐ ๐ต๐ข๐ญ๐ฌ ๐ธ๐ช๐ต๐ฉ ๐ต๐ฐ ๐ค๐ญ๐ฐ๐ด๐ฆ ๐ต๐ฉ๐ฐ๐ด๐ฆ ๐จ๐ข๐ฑ๐ด? ๐๐ฉ๐ข๐ต ๐ค๐ฐ๐ฏ๐ด๐ต๐ณ๐ข๐ช๐ฏ๐ต๐ด ๐ข๐ณ๐ฆ ๐ธ๐ฆ ๐ฐ๐ฑ๐ฆ๐ณ๐ข๐ต๐ช๐ฏ๐จ ๐ธ๐ช๐ต๐ฉ๐ช๐ฏ?โจ๐๐ฉ๐ข๐ต ๐ข๐ณ๐ฆ ๐ธ๐ฆ (๐ฏ๐ฐ๐ต) ๐ธ๐ช๐ญ๐ญ๐ช๐ฏ๐จ ๐ต๐ฐ ๐ด๐ข๐ค๐ณ๐ช๐ง๐ช๐ค๐ฆ? ๐๐ฉ๐ข๐ต ๐ฐ๐ต๐ฉ๐ฆ๐ณ ๐ฅ๐บ๐ฏ๐ข๐ฎ๐ช๐ค๐ด ๐ฅ๐ฐ ๐ธ๐ฆ ๐ฏ๐ฆ๐ฆ๐ฅ ๐ต๐ฐ ๐ต๐ข๐ฌ๐ฆ ๐ช๐ฏ๐ต๐ฐ ๐ข๐ค๐ค๐ฐ๐ถ๐ฏ๐ต? 7. What ๐๐ฝ๐ฒ๐ฐ๐ถ๐ณ๐ถ๐ฐ ๐พ๐๐ฒ๐๐๐ถ๐ผ๐ป๐ do we need to ask to get the info we need? Check out this decision tree to work through your options at each of these stages, and ensure your research: โ has a purpose / fulfills a real need, โ gives you the right level of fidelity and actionability, and โ closes the right knowledge gaps. Hereโs to spending your energy on the decisions that matter (who to serve, where to play, how to win). ๐ฅ NOT on the best way to get information that will power those decisions. โ This is one you'll want to save - l!nk to download below. #innovation #research #askbetterquestions
And if I may add from the perspective of doing product marketing consulting in the last year or so, itโs fascinating to see how big the gaps is between that and companies with existing skill/talent of doing it themselves
Love the thought that went into this post Victoria Sakal ๐ด !!!
reminds me of my favorite quote.... "research is formalized curiosity" ... appreciate this waterfall of questions in search of the rainbow.
Love the decision tree approach Victoria Sakal ๐ด!!!! In my HVAC marketing experience I've seen how important it is to make informed decisions. This framework is outstanding.....
Such a natural flow of questions! ๐ก
Thanks for sharing! This is great!
This is awesome. I love the emphasis on a strategy to select the right research methods. Too many teams have a default approach. Often itโs the survey because surveys seem quickโbut I just trained a PM team who admitted they leaned heavily on interviews. The trouble with siding towards a particular research method is 1. you miss the chance to anchor the research in the business and 2. you do too much research which is overkill or 3. you do too little which makes for biased and unreliable data. Thereโs another default you call out which is so important: the rush to do new research unnecessarily. Most companies are sitting on piles of customer data that isnโt being used. The more you can leverage the insight you already have the more resources youโll save and then make sure any new research is justified and worth your while.
Great insights! Victoria Sakal ๐ด Thanks for sharing.
Growth Strategy & Product Marketing; GRIT Future List Nominee; #askbetterquestions
1moPrimary, secondary, DIY, DFM, low-budget, low-time, all have their time and place. Optimize for the right things! Save this infographic: https://askwonder.info/researchdesigndecisiontree