data we deliver to clients, it must be based on the decision to be made. The advice we give based on the data we collect or analyse, must be valid and trusted. For this we need good data( see above) plus specialist analysis and expert( experiencebased) interpretation. The best consulting firms can support MR / CI departments with this( for their decision-makers).
When it comes to generating‘ actionable’ insights what key factors have to be taken care of by market researchers? How do you ensure that the information you are providing is actionable?
Darren Mark Noyce: The only way of knowing the project has delivered actionable advice is by working with the client, not just for them. To enable this, building rapport as well as respect is key, on both sides. Getting to know the team, and the people around them( especially key stakeholders and decision makers) is also important, who do they need to advise and why. Can we help them? What are their needs and preferences?
To optimise the likelihood of success, the project team needs to have real credentials and relevant experience. This needs to cover the sector, the client / brands, the research method, the analysis and the story-telling. One side can’ t cover all, and so the partnership between client and agency needs to ensure all these bases are covered as well as possible; and have great communication, rapport and mutual respect to ensure nothing gets left un-said or un-done.
In summary, actionable advice develops from real relationships and relevant research. Think
Proper Partnerships for Modern MR; which when combined with all the new data sources, can help to triangulate the truth and paint those big pictures. At skopos, we like to think of this as # BigMR.
Skopos loves to help big brands with actionable advice, and has recently launched a range of free client pocket guides covering the likes of‘ Partnering with Agencies’, DIY MR, and Mobilebased MR. They are available on request from Skopos, from here: www. Skopos. London / Pocket- Guide, or by searching online for“ Skopos Pocket Guides”.