aligning research & strategy

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Aligning Research & Strategy Tara Anne Michels, Ph.D. AMA Cincinnati/MR SIG November 30, 2011

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Page 1: Aligning Research & Strategy

Aligning Research & Strategy

Tara Anne Michels, Ph.D.

AMA Cincinnati/MR SIG

November 30, 2011

Page 2: Aligning Research & Strategy

strat·e·gy

[strat-i-jee]

a plan or method for obtaining a specific goal or result

re·search[ree-surch] 

to make an extensive investigation

Tara Anne Michels, Ph.D.

Define

Page 3: Aligning Research & Strategy

Tara Anne Michels, Ph.D.

Must have a …

Page 4: Aligning Research & Strategy

Naysayers

"It’s not the consumer’s job to know what they want."

Tara Anne Michels, Ph.D.

Page 5: Aligning Research & Strategy

Is This Your Client?

Tara Anne Michels, Ph.D.

Page 6: Aligning Research & Strategy

Obstacles

Tara Anne Michels, Ph.D.

Page 7: Aligning Research & Strategy

Tara Anne Michels, Ph.D.

Teamwork

Page 8: Aligning Research & Strategy

Tara Anne Michels, Ph.D.

Be Specific

Page 9: Aligning Research & Strategy

Beef up the question

Vague Question: What is important to customers?

Specific Question: What specific needs does this product or service fulfill?

Tara Anne Michels, Ph.D.

Page 10: Aligning Research & Strategy

Tara Anne Michels, Ph.D.

Right- or Left-Brained

Page 11: Aligning Research & Strategy

Tara Anne Michels, Ph.D.

Quant Qual

Page 12: Aligning Research & Strategy

Tara Anne Michels, Ph.D.

Exploration

Page 13: Aligning Research & Strategy

Tara Anne Michels, Ph.D.

Explanation

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Analyzing Data

Tara Anne Michels, Ph.D.

Page 15: Aligning Research & Strategy

Interpretation

“Facts are available to everyone; it is interpretation and implementation that is key.”

Ric Simcock, M&M Mars

Tara Anne Michels, Ph.D.

Page 16: Aligning Research & Strategy

Which do you see first?

Tara Anne Michels, Ph.D.

Page 17: Aligning Research & Strategy

Tara Anne Michels, Ph.D.

Strategic Marketing Research

Identify GoalsIdentify Goals

Build TrustBuild Trust

Be specific with Be specific with QuestionsQuestions

Use Appropriate Use Appropriate MethodologyMethodology

Interpret DataInterpret Data

Make Strategic Make Strategic RecommendationsRecommendations