When Choosing A Market Researcher - Ego Matters!

When choosing a market researcher, do your homework, check their resume and check your ego at the door.
By: Odell Coleman
 
Jan. 19, 2010 - PRLog -- n a perfect world, all market research would be free from the personal biases of the researcher. However, research is always influenced by the researcher’s personal biases. The only question is the degree of influence.

If you pay very close attention, you’ll notice that most conversations contain misinterpretations, and presumptions that pass for understanding. For example, someone might say that they find a breath mint’s flavor to be “interesting”, which, if they’re someone who doesn’t like to say anything negative, is a way of saying they didn’t like it.

But unless one knows that person well, or is extremely perceptive, or ideally, probes deeper to see what they really meant, their use of “interesting” could easily be taken to be a positive appraisal.

A marketing research and advertising veteran of over 20 years tells of how he has observed over 100 focus groups in his career, and in virtually every case, he felt that some or much of the true meaning of the participants’ communications were not fully and/or accurately understood.

Every research firm will sell you on their superior listening abilities, their superb analytical knowhow, their people skills. But the only truly effective market researchers are those who are able to discern, moment by moment, whether the data they’re receiving is open to interpretation, and therefore requires more analysis.

Which really comes down to getting your ego out of the way.

# # #

ColemanWick provides a synergistic blend of qualitative and quantitative research to help our clients:

* Identify new markets and opportunities
* Improve service quality
* Gain insight about the industry in which they operate
* Increase advertising effectiveness
* Strengthen promotional service programs
* Accelerate new product development
* Enhance customer loyalty
End
Email:***@colemanwick.com Email Verified
Phone:216-539-2500
Zip:44120
Tags:Market Research, Marketing Research, Cleveland Market Research Firm
Industry:Market research, Marketing research
Location:Cleveland - Ohio - United States
Account Email Address Verified     Account Phone Number Verified     Disclaimer     Report Abuse
ColemanWick, LLC. PRs
Trending News
Most Viewed
Top Daily News



Like PRLog?
9K2K1K
Click to Share