Because good Market Research takes much more than just a series of questions

1. Putting the truth back in Marketing Research
Identifying and addressing business problems
through sound marketing research to uncover
product, service, and customer truths.

2. Contact
Sandy Yost
Owner, Principal Research Consultant
Exaudio, llc
exaudiollc-research@yahoo.com
920-991-9091 (o)
920-205-7711 (m)
http://www.linkedin.com/in/sandyyost

3.  Introduction and History
 Bringing Back the Truth
 Marketing Research Applications
 The MR Process
 Benefits of Working with a Methodologist / MR Consultant
 What Exaudio can Provide
 Discussion / Wrap-up
Agenda / Contents
Always pursue the truth; it will lead you to a better result Exaudio, llc

4. Work history
Consumer & Product Research (17+
yrs)

5. Work history
Always pursue the truth; it will lead you to a better result Exaudio, llc
Thailand
Turkey
Russia
Global R&D, Marketing Support & Consumer Research

6. In life:
Image and outward appearance
have taken precedence over reality
and the honest truth
What happened to the truth?
Always pursue the truth; it will lead you to a better result Exaudio, llc
April 21, 2012
In business:
Power, position, and greed
continue to degrade values and
acceptance of the truth; and
marketing/advertising “spin” is
degrading trust. “Recommended most
by dermatologists”

7. In Research:
Reduced manpower + reduced research budgets =
 reduced knowledge
 DIY proliferation
 bad research design
What happened to the truth?
Always pursue the truth; it will lead you to a better result Exaudio, llc
BlackBerry maker
RIM axes 2,000 jobs
Lack of knowledge, appreciation for sound research,
understanding of consumers and/or adherence to the facts =
 bad decisions
 failed products
 reduced profits
 failed businesses
BEST BUY IMPLODES:
Misses Revenue, Firing
400, Closing 50 Stores
March 29, 2012

8. One of the most significant effects
of not understanding consumers...
Always pursue the truth; it will lead you to a better result Exaudio, llc
Announces intent to split streaming service from DVD service, Sept 19, 2011
*
*

9. To help businesses succeed by gathering the facts..
Decision-making is easiest when it’s rooted in the facts and
adheres to the truth.
Exaudio: to listen; comply with, heed; to understand
(origin - Latin)
 comply with scientific research principles
 listen to the facts
 understand root needs or problems
 heed results to deliver meaningful insights and value-
added solutions
Exaudio Goal
Always pursue the truth; it will lead you to a better result Exaudio, llc

10. to succeed you must first “stand in your truth.”
“You can't build a foundation on lies. You can't build a future if
you do not know who you are.
You can't become who you are meant to be if you can't tell the
truth about who you are, what you have, and everything
about your life.
The truth is the absolute essence to your success, while
lies are the absolute essence to your failures.”
- Suzie Orman
In the words of a modern-day
financial advisor….
Always pursue the truth; it will lead you to a better result Exaudio, llc

11. You can't build a business on lies. You can't build a future if
you do not know yourself and your customers.
You can't become who you are meant to be if you can't tell
the truth about your people, products, services, marketing
strategies, etc., what you have or don’t have, and
everything about your business and customer.
The truth is the absolute essence to a business
success, while lies are the absolute essence to it’s
failure.
In business…
Always pursue the truth; it will lead you to a better result Exaudio, llc

12. Marketing Research & Business
Always pursue the truth; it will lead you to a better result Exaudio, llc
Marketing Research - assists in the overall management of
the marketing, research & development, and customer
service functions. Focused on understanding…
• Customer - purchasers, consumers, influencers
• Company - product design, promotion, pricing, placement,
services, sales
• Competitors - how their market offerings interact in the market
environment, i.e. how they compare to other
company’s offerings

13. “To conduct market or product research all you have to do
is…”
 Ask a bunch of questions with a random sample of people
 Design a product, ad campaign, package, etc., have a
group of people try it, and ask how they liked it
 Discuss an idea with 30 people and make a decision
 Conduct a standard study. It doesn’t matter how you “get
there” as long as you get the information you’re looking for
"If you don't know where you're going, any road will get
you there.”
• All research generates data, but is it valid and reliable?
MR misperception
Always pursue the truth; it will lead you to a better result Exaudio, llc

14. The MR process
Always pursue the truth; it will lead you to a better result Exaudio, llc
Step 1 - Review Business Need
Step 2 - Define the Research Objectives
Step 3 - Determine the Budget / Cost-Value Analysis
Step 4 - Define the Target Population for the Research
Step 5 - Develop the Analytical Plan
Step 6 – Define & Develop Data Collection Method
Step 7 – Field the Study / Collect Data
Step 8 – Analyze & Report

15.  What’s the current business problem or need?
◦ Competitive Action
◦ Lack of awareness
◦ Reduced sales
◦ Higher GPM needed
◦ Consumer/customer complaints
◦ Process or production change
◦ Material or technical change
◦ Increased input or operating costs
◦ Etc., Etc.
 Are stakeholder’s aligned on the business need / problem?
Step 1 - Review Business Need
Always pursue the truth; it will lead you to a better result Exaudio, llc

16. Step 2 - Define the Research
Objectives
Always pursue the truth; it will lead you to a better result Exaudio, llc
• Most important step – sets direction of the whole research process.
“Make your head hurt before rather than later.”
• Clarify how research results will be used. What specific business
decisions need to be made based on the data?
• Are stakeholder’s aligned on decisions to be made?
• Avoid objective creep. Focus on what’s needed for decision making.
Trying to get everything will get you nothing.
• Set clear expectations of what the research will answer and what
limitations exist
• Has previous research been conducted on this issue already?
• Do not select data collection method before establishing clear
objectives and identifying target population
• Gut check: is this project addressing a root business or customer
need or is it addressing a symptom? If latter, rethink…

17. Step 3 - Determine the Budget /
Cost-Value Analysis
Always pursue the truth; it will lead you to a better result Exaudio, llc
• How much are the key stakeholders willing to invest in the
requested research?
• Re-evaluate if budget is not available to conduct research that truly
meets the objective.
• Avoid adjusting objectives to fit budget. Some data is often worse
than no data, as it can lead you in the wrong direction.
• There is a limit to “better, faster and cheaper” in market research.
Push it too hard and you will get fast, cheap, crappy research
• Conducting research that doesn’t validly or reliably address the
objective = wasted $, resources, and time; and in the end does not
support the decision-making. Compare to….
o GAAP
o GIGO

18. Step 4 – Define Target Population
Always pursue the truth; it will lead you to a better result Exaudio, llc
• Who do you need to gather data from?
o Customers
o Non-Customers
o Category users
• Who should not be included in the research?
• Sample definition helps determine data collection method.
More than one method may be needed to reach the target
• Make sure that screening criteria aligns with research
objective
• Acknowledge caveats and limitations of the sample and effect
on results and decision making
o Employees
o Suppliers
o Experts or Novices

19. Step 5 - Develop the Analytical Plan
Always pursue the truth; it will lead you to a better result Exaudio, llc
• Based on the decisions that will be made; determine what
type of data is needed and expected
o Example: Need to know how to price a new product before it goes to
market? Conjoint analysis may be a good fit.
o Example: Need to find new growth opportunities? Segmentation
research can help find segments with the highest potential.
• Think objectives firsts, methods second. Not the other way
around
• Determine sample size based on your tolerance for risk.
• A large sample doesn’t guarantee representativeness.
• Determine appropriate analytical technique . The analytic
technique influences sample size

20. Step 6 – Define & Develop Data
Collection Method
Always pursue the truth; it will lead you to a better result Exaudio, llc
• Objectives, target population & analytical plan influence methods
• Consider qualitative research as part of the plan to…
• Understand consumer language
• Explore perceptions before quantitative
• “Deep dive” or add clarity to quantitative results
• DO NOT make go/no go decisions based only on qualitative research
• Mixed-mode surveys (e.g. internet & in-person) may be needed to
reach target pop. Be aware of differences each mode introduces.
• Are external resources / vendors needed to execute the research?
• If doing a survey, put time into its design, following good research
practices for selecting sample, sample size, question types, etc.*
*When you ask a question, you will get an answer. Many factors affect the
quality of both: question format, wording, sequence; response options;
respondent demographics, behavior, ability, etc.

21. Step 7 – Field the Study / Collect Data
Always pursue the truth; it will lead you to a better result Exaudio, llc
• Get involved, monitor staff and research suppliers.
• If feasible, do a “soft launch” if you are doing online surveys
to catch any potential problems
• Consider a pilot study to ensure questions and instructions
are clear and that any technology used is functioning
properly

22. Step 8 – Analyze & Report
Always pursue the truth; it will lead you to a better result Exaudio,
llc
• Keep the key objectives in mind to connect market
research results to business impact
• Were the hypotheses proven, disproven, inconclusive?
• What risks did you assume when developing the
methodology?
• Did any problems occur during execution that may have
interfered with the results?
• Share preliminary results with key stakeholders; confirm
they make sense from a practical stand point
• Focus on the story behind the numbers and how it
supports your recommendations. Don’t do a data dump.
Focus on insights

23. Avoid an “Insurance Taste Test”
Benefits of working with a
Research Methodologist
Always pursue the truth; it will lead you to a better result Exaudio, llc
Construct Validity

24. Benefits, cont.
Always pursue the truth; it will lead you to a better result Exaudio, llc
Quality survey design (can you identify the threats to
validity?)
Internal Validity
What is the primary use for your hard-sided,
single-handled cooler? (select only one)

25. Benefits, cont.
Always pursue the truth; it will lead you to a better result Exaudio, llc
Quality research design - know when to brand/not brand,
how to eliminate bias, etc.
iphone 5 launch
http://www.youtube.com/watch?v=rdIWKytq_q4&feature=plcp
(pardon the language; good example of how extraneous variables
can affect research validity, such as brand influence)
Internal Validity

26. …understanding when it’s appropriate to conduct
survey research and when it’s best to talk and go
in-depth
Benefits, cont.
Always pursue the truth; it will lead you to a better result Exaudio, llc

27. Determining when in-context research is needed
versus controlled testing
Benefits, cont.
Always pursue the truth; it will lead you to a better result Exaudio, llc
External Validity

28. …knowing when quantitative research is
appropriate versus qualitative
Benefits, cont.
Always pursue the truth; it will lead you to a better result Exaudio, llc
Generalize-ability

29. Large MR firms
 Defined set of standard
tools / services
 Focused on logistics and
quick execution
 Dominated by MBA’s and
Marketers with minimal
research training
 Sell elaborate protocols
and/or reports to increase
revenue
Exaudio vs.
 Customized services to meet
unique project needs
 Focused on sound research
methods
 Highly experienced and
trained in experimental
psychology and research
methods
 Committed to providing
value-added services
Why Exaudio?
Always pursue the truth; it will lead you to a better result Exaudio, llc

30.  Clarification of business and research objectives
 Custom protocol development
 Survey research
 In-home / in-context product testing
 Controlled testing / sensory research
 Qualitative research
 Project execution and management of outside resources
 On-line survey programming
 Focus group moderation and one-on-one interviewing
 Synthesis of results + business recommendations
What Exaudio provides
Always pursue the truth; it will lead you to a better result Exaudio, llc

31.  Understand consumer/customer perception of products or
services
 Identify options for improving products and services
 Assess advertising effectiveness
 Evaluate “product” function or performance
 Evaluate various pricing options
 Assess the competitive landscape
 Understand current habits and practices
 Assess employee engagement
Type of business needs
Always pursue the truth; it will lead you to a better result Exaudio, llc

32. MR Resources & Contacts
Always pursue the truth; it will lead you to a better result Exaudio, llc

33. Which would you rather have?
Always pursue the truth; it will lead you to a better result Exaudio, llc
Or…
Research methods

34. Add’l problem examples
Always pursue the truth; it will lead you to a better result Exaudio, llc