5 steps to no-nonsense insightful commercial qual

T: +44 (0)20 7438 4950 STEPS TO NO-NONSENSE INSIGHTFUL COMMERCIAL QUAL Keep it simple Strip back discussion guides and unnecessarily complicated research design. Keep the focus on achieving research objectives and answering the big questions. Tell a story that delivers real impact Deliver short, streamlined qualitative decks and apply journalistic principles to provide clear direction and action points for decision making. Focus on the ‘need to knows’ rather than the ‘nice to haves’. Keep these at the core of the project but also build in ﬂexibility to allow the qual to breathe and evolve around this. Deﬁne the question Engage the right participants Take time getting to know potential participants during the recruitment phase to ensure those involved are not just on spec, but engaged, eager to contribute and the best possible candidates to include in the research. Be as transparent as possible with participants about research objectives. Help them understand the impact of their contribution and encourage them to help maximise research outcomes through their honesty, enthusiasm and openness. Empower them and bring them closer to your objectives

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Transcript of 5 steps to no-nonsense insightful commercial qual

T: +44 (0)20 7438 4950

STEPS TO NO-NONSENSE INSIGHTFUL COMMERCIAL QUAL

Keep it simple

Strip back discussion guides and unnecessarily complicated research design. Keep the focus on achieving research objectives and answering the big questions.

Tell a story that delivers real impact

Deliver short, streamlined qualitative decks and apply journalistic principles to provide clear direction and action points for decision making.

Focus on the ‘need to knows’ rather than the ‘nice to haves’. Keep these at the core of the project but also build in flexibility to allow the qual to breathe and evolve around this.

Define the question

Engage the right participants

Take time getting to know potential participants during the recruitment phase to ensure those involved are not just on spec, but engaged, eager to contribute and the best possible candidates to include in the research.

Be as transparent as possible with participants about research objectives. Help them understand the impact of their contribution and encourage them to help maximise research outcomes through their honesty, enthusiasm and openness.

Empower them and bringthem closer to your objectives