Two Nerds Talking Research with Wine #1
This episode is the first in a series with my special guest Dr. Sarah McKenzie. Today we’re discussing how to talk about research with people who don’t really understand research.
Research can be a wonderful way to establish your organization as an expert on an audience, a geography or an industry.
Little mistakes can have a big impact. Make sure you’re properly testing your surveys before fielding them. I have some suggestions about things to check you might not be considering.
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.
Whether you’re dealing with a decision-maker in your organization or with a client, you’ll likely come across this question. Those who have been working in organizations for some time often have assumptions about their customers and prospects that are firmly entrenched. The “Why bother?” question is one you’ll need to be prepared to answer….
Don’t create research to tell you “That”. Create research to tell you “If”.