I'm tweeting and blogging the American Marketing Association Marketing Research Conference early this week. You can visit the conference website to see live tweeting, video interviews, and blog posts as the conference progresses. Back here at Brainzooming, we'll be running some earlier posts on market research to complement the new material coming from the conference:
It's vital to have strong, successful relationships with key market research partners. This “Ten Things” list is a helpful starting off point for forging a solid relationship. Feel free to use or adapt it with your marketing partners:
Ten Things - The Foundation to a Strategic Research Relationship
- Be a “thought partner” with us. This is a two-way street – we’ve got to treat you like one before you can do what it takes to become one.
- Your energy and passion for what you do (and your intellectual curiosity) need to be evident.
- There’s a difference between researchers who think they’re researchers and researchers who see themselves as business people. It’s tough to explain the differences, but they’re readily apparent. We need researchers who think like business people if we are to be successful.
- Understand our business more deeply than from just the numbers that you see. If not, we’ll never get to where we must go.
- Bring creativity to questioning, analysis, and reporting (and any place else in the process). That means generating new ideas to produce breakthroughs on mutual efficiencies, high impact insights, easy to grasp reporting, and actionable recommendations.
- We must put information into context. We can’t afford to just report numbers or even changes in numbers. We need to get to insights. What does it mean? What do we do about it?
- We have to get beyond reports that show charts and have bullets that merely say what is on the chart. We have to offer our audiences relevant insights. That takes pulling information from various sources (including people) and analyzing, talking, and identifying relationships among everything we’re looking at.
- Communicate proactively - let’s make sure we talk and we’re all clear on things before moving ahead. That may mean a phone call instead of an email.
- Exhibit strong attention to detail – that way we can get beyond fact & spell checking and spend our time on delivering insights.