Hidden Secrets of What Researchers Really Want
Consider three core groups that come together on most market research projects:
(1) The client-side research managers
(2) The supplier-side researchers
(3) The research respondents.
Now consider a list of some deeply rooted needs and desires of these three groups, as revealed by a recent industry research study:
- Answers to questions
- Results that get internal attention
- Increased demand for new projects
- Results that get external attention
- Being able to answer questions
- Engagement in the process
- Personal impact of the work
- New thinking and new ideas
- Proof of business impact
- Trust and advocacy
- Complementary expertise
- Feeling smarter at the end
- Looking good at the end
- Thoughtful collaboration
- Finishing on budget
- Confidence in recommendations
- Finishing on time
- Discussion with multiple perspectives
Can you match each of these needs with the three core groups? The answers may surprise you.
You can find the answers in our just-published Winter 2016 Newsletter in a feature article on The Hidden Secrets of What Researchers Really Want. It is based on a fascinating study by Sandra Bauman and Mary Aviles about the intrinsic motivations that drive each group of players on a research team. No matter which side of a research team you are on, we hope you find the insights from this study as illuminating as we did.
