aligning research & strategy
DESCRIPTION
Presented atTRANSCRIPT
Aligning Research & Strategy
Tara Anne Michels, Ph.D.
AMA Cincinnati/MR SIG
November 30, 2011
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
Tara Anne Michels, Ph.D.
Must have a …
Naysayers
"It’s not the consumer’s job to know what they want."
Tara Anne Michels, Ph.D.
Is This Your Client?
Tara Anne Michels, Ph.D.
Obstacles
Tara Anne Michels, Ph.D.
Tara Anne Michels, Ph.D.
Teamwork
Tara Anne Michels, Ph.D.
Be Specific
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.
Tara Anne Michels, Ph.D.
Right- or Left-Brained
Tara Anne Michels, Ph.D.
Quant Qual
Tara Anne Michels, Ph.D.
Exploration
Tara Anne Michels, Ph.D.
Explanation
Analyzing Data
Tara Anne Michels, Ph.D.
Interpretation
“Facts are available to everyone; it is interpretation and implementation that is key.”
Ric Simcock, M&M Mars
Tara Anne Michels, Ph.D.
Which do you see first?
Tara Anne Michels, Ph.D.
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