"He who fails to plan, plans to fail"
Planned Market Research also trades as Ask Your Staff, as employees often have a wealth of knowledge and experience that can be used in growing a business. If you would like a PDF of this in-depth post please email thomasp@askyourstaff.org.uk or visit the website here Recent research from the Open University has questioned the standard... Continue Reading →
At Ask Your Staff we believe that employee research should be conducted with the same rigour as customer research – otherwise you are showing your own employees a lack of respect. This can impact on retention rates, the willingness of staff to promote the company and therefore the wider company brand. Employee research should be... Continue Reading →
One of the reasons I became interested in the Jobs to be Done technique is that my son has limited empathy and because his pre-school teacher mentioned that he had would play with certain other children depending on the circumstances. He would play with x in sandpit but would do drawing with y. He is... Continue Reading →
Okay since I have missed the OJ bandwagon, I may as well admit that I am talking about an incident a couple of weeks ago when my son spilled orange juice (OJ) over my laptop keyboard. As a result a number of keys did not work (although I could copy and paste!) and had a... Continue Reading →
Perhaps I am getting a little grumpy in my old age – I have now been in my mid-twenties for almost two decades – but I am beginning get really annoyed by the continual refrain that the polls are always wrong. The idea seems to be that if you say it enough times it becomes... Continue Reading →
To be honest I dislike talking about large scale organisations as they tend not to be my customer base and often managers do not consider something to be their responsibility. However occasionally it is worth talking about such organisations because it is often clearer when the real needs and desires of customers are simply not... Continue Reading →
When we started on the quest for a diagnosis for my son to understand why his behaviour was different from other children we were met with the response from some people that you shouldn’t give people labels. As I have been segmenting and profiling customers for clients for years, this is rather like... Continue Reading →
It is always worth taking time to think about your customers and collect as much information as you can without harming the customer experience. Here is a good way to structure information so you can understand what you do know and what you need to find out.
A couple of years ago, I (along with Andy Madeley of Swiss Peaks) asked local business in Staffordshire how much they would spend on various elements of the marketing mix if they had a £10,000 budget. The result for market research was around £500 or 0.5% which is probably more realistic for most firms than the 1% of turnover that is often cited.
In fact if you had a budget of £5,000, I would recommend spending £500 on market research and in most cases that figure would not change if your budget was £20,000.
But what does £500 (+VAT) get you these days?
The simple answer is whatever information you need to create an evidence-based marketing strategy or business plan. You can do a lot of this yourself – a good researcher may be quicker in knowing where to find information, but once you have the framework you can…
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Longer post on the various jobs to be done techniques and how these can be used by any company to transform the way they do business.
