Read about the 5 Phases of an effective marketing research process here
Phase 1: Research Inventory
Phase 2: Clearly Define 2014 Research Strategy
Phase 3: 6 Steps to Effectively Conduct Research
Phase 4: Three ways to Combine Research with Other Data
Upon completing the research effort and combining the new data with previously existing data, your company, its management and relevant stakeholders finally benefit from the fruits of your research labor. At this point, results and applicable data are distributed to the appropriate departments to equip staff members with information and insights enabling them to make smarter decisions. However, the distribution of this data can be tricky.
There are likely massive data files in a variety of formats, some of which may not be helpful to all intended recipients. During this phase, one not only decides what to share with others within the company, but also how they will share.
Distribute a Singular “Master Report” File
If this research project is an isolated project, an overarching report may include all data and analysis. This document can be distributed individually amongst relevant stakeholders and interested parties.
Create a Universal Data Platform
To accommodate an ongoing research effort, or to utilize existing technology, one may choose to create a data portal or dashboard accessible by designated employees. This centralized data house will ensure consistency across all departments, and it will allow for data updates maximizing the value of ongoing research efforts. This platform can also allow for customized reporting tools allowing staff members to manipulate the data how they see most helpful without requiring added effort from a research or analysis team.
Monitor Usage of Data and Results
Regularly monitoring which departments are using newly acquired data will provide insight as to how valuable the information is perceived to be. This will not only help with future research efforts, it will offer perspective on how your company implements research and customer feedback into day-to-day operations. Through regular updates and examination of incoming data, one is able to identify industry trends which otherwise may remain unnoticed.
This concludes our 5-part series on developing a research strategy. If you are interested in more information or discussing how to establish a research strategy of your own, please don’t hesitate to contact us. We are passionate about research and we are eager to help you accomplish your goals.