When Not to Do Research
TOWNHALL: Market research, of all types, is great! (Just ask anyone trying to sell you some.) That doesn’t mean it’s always a great idea though.
Context is meaning and I’ll spend a few minutes talking about the context in which you should NOT do research and share some things to look for that indicate you are in that context.
After that, I’ll open the floor and we can share horror stories about time and money wasted on research and maybe even do some blame-storming.
Chris Poma is the Director of Research and Insights for Kredible Technology. He has spent many years working at on market research projects and turning their findings into insights, strategies and ultimately, into compelling products and marketing programs in a variety of industries. He recently spent three years at a large corporation witnessing millions of dollars and thousands of hours wasted on research.