Research that cannot change anything is just entertainment with a budget attached and a slide deck to show for it later.
Before running any study, pin down the decision it feeds:
• what will you do differently if the answer is A versus B
• how confident do you need to be before you act on it
• what is the cheapest way to reach that level of confidence
• who actually has to be convinced by the finding
Start from the decision, then work backwards to the question you need answered. Never the other way around.
A short, direct conversation with ten real buyers often beats a survey of a thousand strangers who have no stake in your product and no memory of ever needing it.
Image Weight Watch
@ImageWeightWatch
Market research is only useful when it can actually change a real decision
This post was published in the Telegram channel Image Weight Watch. Subscribe here: @ImageWeightWatch.