aligning research & strategy

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