The biggest problem with most market research isn’t the research itself. It isn’t the questions, or the audience, or the channel, or the analysis.
The biggest challenge with market research in almost any context is an organization’s interest and ability to do it, accept it, and make changes based on it.
That third part comes naturally if you do the first two well.
The next time you or your organization wants market research, make sure you can answer “yes” to these two questions:
- Do you want to find out?
- Will you listen to what it says?
Make sure it’s not just you answering, but your key stakeholders internally, the product team, your leadership team, anyone who will make decisions based on your findings. If they’re not on board, or ready to accept the credibility of what you find, you may very well be wasting everyone’s time.