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 ”.