What If Your Research Doesn’t Prove You Right?
Oh no! Your research showed you something that goes against what you previously thought. You can still make great thought leadership content from those insights.
Knowing what people do isn’t the same as knowing what they think.
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….
Engaging partners in your thought leadership research can get you the respondents you need and build new relationships that can get more eyes on your thought leadership content!
Sarah and I talk about respondent sources and representative samples.
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…