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.
Thought leadership research serves you and your audience. It doesn’t need to serve everyone.
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.
Every researcher I know has gotten this question or comment at some point: “Steve Jobs said research isn’t helpful because people don’t know what they want.” Actually, what Steve said in an interview in 1998 was: “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want…
How many respondents you really need.
Thought leadership research is the diving board. YOU are the diver.
It’s not as easy as just offering everyone a gift card or a chance at an iPad. Incentive strategy can have a big impact on your response rate (and your legal liability)!