In my previous articles, I illustrated that to conduct “good” Marketing Research, you must Ask the “Right” Questions, of the “Right” People. In this final installment in the series, I explore Asking at the “Right” Time.
Timing research correctly should be obvious. Determine when you need the information to make a decision, how long the research will take, and count back on the calendar to determine when you need to start. But, as with asking the “Right” questions of the “Right” people, it is not always that simple. There are five questions to consider relative to timing when planning research:
Is there enough time to conduct the research? Sometimes you just don’t have the time you need to conduct the research that is necessary. Early in my career, a product manager asked me to provide a proposal to research a new product innovation that was under development. It was the end of March. I was excited by the chance to build a comprehensive research program to assess the feasibility of a product, not only new to the company but a true innovation in the industry. I wrote a proposal that included secondary research, qualitative research, and a number of step-wise quantitative studies, all culminating in an estimate of demand for the new product. The whole program would take 12-15 months, which I felt was pretty efficient considering the scope. But the product manager rejected my plan, not because of the expense, but because of the timing. You see, the product under development was already scheduled to be launched on November 2 of that same year. The launch was on a published schedule at a major industry conference and the company CEO was already slated to make the announcement. So, there was no time to execute any research to support the development and launch of the product.
Are you blessed with too much time? I once rushed a research project into the field at the end of the year to make sure that we used up the money that was in our budget. It was a prudent thing to do from a budgetary standpoint, but it wasn’t effective for the business. I presented the results of the research in January of the following year, only to find that the insights were no longer relevant because the entire marketing program upon which the research was predicated was to be radically changed in the next month.
Do you need to have measurements before and after an event or campaign? If you are conducting a Pre-Post study, you must be sure that the Pre phase of the research is completed before the event that you want to measure in the Post phase begins. If you are measuring the effectiveness of an advertising campaign, the Pre phase must be completed before the ad campaign is launched. Sometimes, it’s impossible to conduct a Pre phase. For example, last April, I was asked if we could compare attitudes of people about healthcare before the beginning of the COVID-19 pandemic. At the time, without a 1985 DeLorean equipped with a Flux Capacitor, it was impossible to conduct a Pre COVID-19 survey.
Can your timing be interrupted by external forces? I was managing a packaging test for a brand of fruit juices utilizing personal interviews in three cities. We had a tight timeline to finish the research to provide input to the manufacturer to coincide with the completion of the packaging production facility. Everything was right on schedule until the interviewing facility outside of Los Angeles had to evacuate due to out-of-control wildfires. Fortunately, no one was hurt, but external forces beyond our control delayed our project by a full week.
Is this a good time to be conducting any research? There may not be a “Right” time to conduct a research project and perhaps the best decision is to delay or not do any research. For example, you shouldn’t be testing a new technology before you have a working prototype. I once tried to test a new smartphone concept in focus groups when we only had a wooden model to show respondents. They could not understand the concept at all. Delaying the research until we could better demonstrate the product led to more useful insights.
Timing is a critical component of any research program. By asking these five questions as part of your research planning, you can avoid making errors and wasting resources.
For more on this and other Marketing Research topics, follow me on LinkedIn or reach out to me at carl_fusco@yahoo.com if I can help you in any way.
Carl Fusco is an accomplished Marketing Research Consultant who helps businesses more effectively solve problems by applying research techniques and data-based insights.
Thank you for visiting our Blog!
Jim Weber – Managing Partner, ITB Partners
I hope you enjoyed our point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.
Your feedback helps me continue to publish articles that you want to read. Your input is very important to me so; please leave a comment.