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Key Questions to Address for Greater Success with your Market Research
Use this checklist to validate the process and steps you are following in developing your market research program. Following these steps will improve your chances for success with your market research.
- Clear objectives before starting your market research.
- Make sure your target group is relevant to your needs and represents the market you are targeting.
- Say thank you to every single person who contributes to your research.
- Provide a place for open-ended comments on any survey that you use.
- Make it common practice to ask clients for suggestions at every interaction.
- Understand the difference between qualitative and quantitative research and format your questions accordingly.
- Pilot test your surveys and questionnaires to ensure you’re not phrasing anything offensively.
- Remember to create your report for all people—those that like to read and those that prefer tables and charts.
- Record interviews or focus groups whenever possible for review and analysis.
- Don’t ignore criticism because you don’t want to hear it; it can be the most valuable feedback you receive.
- Ensure your survey is neutral and doesn’t involve leading questions.
- Make it quick and easy to complete your survey or questionnaire.
- Aim for a large enough sample group to give you meaningful data.
- Create your surveys and interviews so the focus is on measurable data.
- Follow surveys with a phone call or other personal contact to round out the answers provided, whenever possible.
- Put yourself in the shoes of the target audience (respondents) when writing your survey questions.
- Ensure that all participants will remain confidential to encourage participation.
- Be impartial throughout the whole process, or use an outside person to lead the research project.
- Keep your mind open to new opportunities and needs that you didn’t consider before conducting your research.