3 Paths to Getting Your Market Research Utilized
Getting research used is one of the toughest challenges market research professionals face. And we all agree (at least I hope we do) that it’s the most important part of what we do. It matters that the internal consumers of our work are actually using it. That we’ve turned data into stories that are understood. That our tools and toiling make a difference, and that our clients are better off for it.
So in our just-published winter newsletter on Three Paths to Getting Your Market Research Utilized, Versta Research summarizes insights from three corporate researchers who offer provocative ideas about how they get their internal marketing and corporate clients using research. In brief, here are three strategies they offer:
1. ADVOCATING for the customer with an internal “Customer Experience Council” composed of managers from across the company who are committed to enhancing customer experience by reviewing research, vetting recommendations, and implementing improvements throughout their organizations.
2. COMMUNICATING the research stories by hiring communications professionals as full time members of the team to create content for company-wide distribution based on research findings.
3. EDUCATING to enable internal product or service teams—not researchers—to run small studies on their own, using all the help, guidance, and expertise the corporate research team can offer.
We also share recent news coverage about Versta Research and our work, including:
A survey of affluent women for Wells Fargo
A survey of recent homebuyers for Discover Home Loans
A survey of office workers for Fellowes
We hope you find some useful and thought-provoking ideas in this newsletter. And as always, let us know if there is anything we can do for you.