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Category: Insights into market research

  1. There’s horse meat in my survey

    By Andrew Dalglish -

    What you see isn’t always what you get.

    Horse meat in our Findus Crispy Pancakes.  Sub-prime mortgages hidden within bundles of triple-A rated loans.  Dodgy surveys parading as fact.

    This deception – whether intentional or accidental – has far-reaching repercussions.  In the case of faulty research it can lead to sub-optimal decisions and missed opportunities.  And it’s an easy mistake to make.  Statistics carry a sense of authority and it seems counter-intuitive to challenge the statement that ‘customers told us’.  But challenge we should.

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  2. Eight ways B2B surveys differs from B2C

    By Andrew Dalglish -

    Warning.  Market research can be bad for your health.

    It can actively hurt business performance by drawing misleading conclusions.  Conclusions which fail to consider the full picture, which focus on the obvious rather than delving deep or which are simply based on faulty information.  The result is bad decisions.

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  3. From insight to action

    By Andrew Dalglish -

    Sometimes the biggest challenge with customer insight is not doing the research, but doing something with it.

    You start with determination to put the customer at the centre of decisions.  You carefully design a robust survey.  You intelligently analyse the findings to get to the heart of the issue.   Then…

    Well, nothing.

    The research becomes an academic exercise rather than a catalyst spurring action.

    So, how can we ensure that insight always leads to action?

    Here are five tips.

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  4. Blink: A side door to the unconscious

    By Andrew Dalglish -

    Sometimes things just feel right.  We can’t say why, they just do.  The house bought not because it ticked all the boxes, but because you could imagine living there.  The supplier chosen not after an exhaustive procurement assessment, but because they just seemed to fit.  In his book, Blink, Malcolm Gladwell explores experiences like these.

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  5. Maximising B2B survey response rates

    By Andrew Dalglish -

    DIY research has been a hot topic recently.  Being agency side you’d expect me to dismiss the idea.  I don’t.  I think it has a role and sometimes makes good sense.  I also think there’s a growing realisation that this research lark is not as easy as it first seems.

    Surely all you have to do is write a questionnaire, source a database of relevant contacts and then survey them using an online tool like Surveymonkey or by making a few calls?  Simple.  In theory, yes.  In practice, no.

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  6. How to tell if a B2B survey is reliable

    By Andrew Dalglish -

    We recently asked readers to pose their research questions on the B2B Marketing LinkedIn group.  One question came back more than once.  “In a B2B context how can I ensure a survey is reliable?”.  A big question but let me give it a shot.

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  7. The pros and cons of DIY research

    By Andrew Dalglish -

    This month sees two milestones; a new year and the first anniversary of this blog featuring in B2B Marketing Magazine.  What better time for a bit of re-invention.  The column should be relevant to the issues you face and those you’re curious about.  It should also ideally be a discussion.  So here’s the idea.  Each month I’ll create a thread on the B2B Marketing LinkedIn group where you can post a specific research dilemma, general question or just any interesting observations.  One or some of these comments will then form the focus for the column and hopefully subsequent discussion on the B2B Marketing blog.

    To get things moving the first question comes courtesy of a response to B2B Marketing’s Editor Joel.  “What are the pro’s and cons of DIY B2B research?”

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  8. International B2B research

    By Andrew Dalglish -

    There’s an international flavour at the moment.  The holiday season is still a fresh memory,  global political tensions are simmering and the world economy is diverging into three streams – ever expanding emerging markets led by China, countries such as Germany just breaking out of recession and countries like the UK where growth remains subdued.

    For a B2B business international expansion has always been attractive as it compensates for the limited number of buyers in any one country.  This is now the case more than ever.  The economy may remain depressed at home, but abroad it seems to be on the up.  Caution is key though; the rewards may be great but so are the risks.

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  9. Survey or crystal ball: Surveys and economic forecasting

    By Andrew Dalglish -

    My friends think I’m odd.  It’s unusual, they say, to become animated when talking about business.  It was with a resigned sigh then that they accepted my invitation for an ‘end of recession’ celebration drink in our local.  There was also grumbling at the last minute nature of the invite.  A sensible precaution I thought.  The October celebration was hastily repositioned as a commiseration drink when GDP figures failed to back up economists’ estimates of an early exit from recession.  I suspect you, the reader, are also starting to think I’m a little odd so I’ll cut to the chase.

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