With an extremely hectic schedule recently, I’m afraid WomackInsight.com has been somewhat neglected. I’ve been incredibly busy with some major projects, but after reading all the recent predictions about marketing research and insights in 2011, I feel compelled to weigh in. Buckle up, because I’m not taking a conservative route and I won’t be repeating any of the predictions I’ve seen elsewhere. I’m putting my reputation (however minimal it may be) on the line with a very bold prediction about the most important tool of our future.
But first (suspense building trick) I’ll cover how I reached my conclusion. After considerable thought and sifting through all the data ( including Twitter posts, blogs, journal articles, conference presentations, horoscopes and quotes from my kids), I have concluded that the most important marketing research tool of the future is not one of the new tools we hear so much about. In fact, it is a tool we have had (most of us, anyway) at our disposal for a long time. Many of us have simply chosen to use it infrequently.
So where has all the rigorous research and contemplation led me? To only one conclusion (and I’ll try to make this dramatic and quote-worthy to give it a chance against the ever present hyperbole in our profession): Brains are the future of the marketing research and insights profession.
I know, I know! They aren’t very flashy, are prone to random failure and they do not come with tech support, but if used regularly and correctly, human brains have a lot of staying (and saving) power.
In case you agree with me on this and decide to give brains another try in 2011, here are a few tips to get you (re)started:
- Don’t forget to nourish: Brains need care and feeding. Ongoing training and mental stretching are required. Consider Professional Researcher Certification (PRC) and reading my blog over and over.
- Beware of imitations: There are plenty of companies hawking products they claim (directly or indirectly) will replace brains. Run. Run very fast.
- Don’t go cheap: With high unemployment rates there may be brains available at discount rates, but the good ones are still going to cost you (and they are worth it).
What other tips do you have? How can we better use brains to ensure the marketing research and insights profession adds more value and stays relevant for years to come?
Here’s to you and your brain in 2011!
Art Savitt
/ December 25, 2010Dear Dan: BRAVO! You are so right! Over the past decade or so, so many of our colleagues (and myself) have been asked to check our BRAINS at the door in lieu of technique, flavor of the month analytics and razzle-dazzle social media pyro-technics. We have lost sight of the fact that it’s not the method, not the social media, not the next new app that will provide our insights and direction. Those must come from us. I am hoping as such. Otherwise, let the robotics begin!
Jeff Morton, PRC
/ December 29, 2010Dan, While I definitely agree that MR professionals need to fully-utilize and continue to nourish their brains, we must also be steadfast in our pursuit to collaborate more effectively with clients. Through collaboration, clients will come to appreciate our “brains” – the proven expertise we bring to the table, that makes their projects more timely, accurate and actionable – and MR professionals more relevant and valuable.
To accomplish this, we must include them in the process – utilizing their skills to enrich the project and deliverables, while helping them to better understand MR and WHY it should be done properly (even if this means a little MR 101 or 102 to bring them up to speed). Through this, not only do you have greater (and easier) project buy-in, but allowing them to gain a greater knowledge of the value of MR in their operations.
In this era of budget reductions and increased usage of DIY research by those not well-versed in the methods, MR professionals must bring relevant value to our profession by helping these individuals help themselves – perhaps building a more symbiotic, long term relationship in the process.
admin
/ January 7, 2011Thanks for the comments, Art. And thanks for reading.
admin
/ January 7, 2011Thanks for the comments Jeff. And yes, I’m with you on this. Part of brain utilization would certainly involve working well with others!
James Nofziger, PRC
/ January 20, 2011Great point, education, training, experience, and understanding are at the heart of market research.
I have sat through too many presentations where the “expert” spent most of their time answering questions about technology and methodology, and was never successful in communicating the insights from the project.
Insights only have value if they are understood and acted on, and sometimes we just need to Keep It Simple Stupid.
I would challenge market researchers to add communication and story telling to their professional development agenda for 2011.
admin
/ January 20, 2011Great comments! Thanks James