The single key to great market research isn’t slick research design. Or some perfect technique. Or recruiting exact match research respondents. Or asking just the right questions in just the right order. Or achieving statistical significance. So what is it?
The single key to great market research is INTERPRETATION. The ability to understand not just what a customer or prospect says, but what this really means. Here are the facts:
• People rarely know what they want in the first place
• Even if people know what they want, they have a hard time articulating it
• People cannot envision what they do not yet have
• What people say is often not exactly linear to what you should do about it
So how to get around this? When setting up research, focus less on the exact technique or research design and more on who is interpreting it. In research, you need a seer. Someone who doesn’t just hear, but that understands. You need to find someone with a sixth sense.
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