Your goal with research shouldn’t be to confirm you’re right — it should be to prove yourself wrong. Thanks to Edison Research VP Tom Webster for inspiring this one.
There are pros and cons for both choices, and you may want to use different approaches for different respondent groups.
Clients sometimes avoid market research because they’re afraid it will “box them in” when it comes to decision-making. Nope. Research is a flare, not a cage.
You don’t have to wait until you can pull off a major new research study to start building your thought leadership with research. Even small, simple approaches can be a great start!
What makes a client a good research candidate for your agency.
Knowing what people do isn’t the same as knowing what they think.