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How linear is your research?

How do you approach a research question? Do you follow a linear procedure, which begins with sourcing and moves through the standard steps of research methodology and then arrives at an insight?

If that pattern is familiar, have you ever considered what more you could do? Once you’ve delivered your insights, what happens to the knowledge and data you’ve collected? Does it end up on a hard drive somewhere, just in case the client ever asks for it again?

That seems like a wasted resource, and it’s something many in the industry are now beginning to look at differently. If the pandemic taught the market research sector anything, it’s that sudden changes in consumer behaviour require equally rapid study and insights in order for businesses to keep up. Shifting from a linear approach to market research to one that embraces a continuous process of sifting, sense-making and storytelling, based not only on new primary research but also existing secondary insights may be the answer. 

From potential to kinetic

Turning your information library or past projects into a persistent source of primary research can turbo charge your ability to provide agile insights to clients, as part of an ongoing process. Rather than conduct a multi-week project and then drop your insights off, you offer a continuity of service attuned to the client’s sector and able to offer much faster insights in a rapidly changing environment. 

Not only can this prove to be more advantageous to you in terms of time and cost savings, from a client perspective, it means ongoing insights which allow them to keep ahead of their competitors.

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