Know Thyself: How to conduct a perception study (and how not to do it)
-
Upload
matthew-craig-greene -
Category
Marketing
-
view
92 -
download
0
Transcript of Know Thyself: How to conduct a perception study (and how not to do it)
KnowTHYSELF
SOCRATES
How to conduct a perception study"Sokrates-British Museum2" by Bhickey - Own work. Licensed under Public Domain via Wikimedia Commons -http://commons.wikimedia.org/wiki/File:Sokrates-British_Museum2.jpg#mediaviewer/File:Sokrates-British_Museum2.jpg
About me
www.craig-greene.com
• 17 yrs in market research• 12 in alternative assets
• Market commentator• In-house at GP• Service provider
About me
www.craig-greene.com
• Tottenham Hotspur supporter
• Can’t drive
• Significantly behind on domestic DIY projects
About me
www.craig-greene.com
• Enthusiastic member of Private Equity Karaoke Club
• Married• Three young children• Two Blue Peter Badges
HELLOI AM…
Operational value-add
HELLOI AM…
More than just debt and a dice roll
www.craig-greene.com
HELLOI AM…
Operational value-add
HELLOI AM…
More than just debt and a dice roll
www.craig-greene.com
HELLOI AM…
Operational value-add
HELLOI AM…
More than just debt and a dice roll
HELLOI AM…
honestly, not sure…
www.craig-greene.com
There may be a difference between how you view yourself and how others view you
www.craig-greene.com
Perception study process
www.craig-greene.com
Get buy-in Choose method
Test, agree
themes
Select audience, conduct fieldwork
Workshop results Act Monitor,
review
Perception study process
www.craig-greene.com
• Firm’s leadership – for support• Front-line staff – for action
Get buy-in Choose method
Test, agree
themes
Select audience, conduct fieldwork
Workshop results Act Monitor,
review
Get buy-in
Perception study process
www.craig-greene.com
• Participation• Focus vs reliability
• Overt invitation from GP?• GP presented with peers?• Reveal identity at end?
Get buy-in Choose method
Test, agree
themes
Select audience, conduct fieldwork
Workshop results Act Monitor,
reviewChoose method
Perception study process
www.craig-greene.com
• Broad discussions• Internal• External
• Use to refine focus• Critical, generic topics and GP-specific• Balance of quant and qual
Get buy-in Choose method
Test, agree
themes
Select audience, conduct fieldwork
Workshop results Act Monitor,
reviewTest, agree
themes
Perception study process
www.craig-greene.com
• Who can provide most (reliable) insight?• 360° approach is best• Use competent staff – can they ask the right follow-up
questions?
Get buy-in Choose method
Test, agree
themes
Select audience, conduct fieldwork
Workshop results Act Monitor,
reviewSelect audience, conduct fieldwork
Perception study process
www.craig-greene.com
• Commit the time to understand the results• Listen!• Focus on action items
Get buy-in Choose method
Test, agree
themes
Select audience, conduct fieldwork
Workshop results Act Monitor,
review
Workshop results
How you present yourself should be
www.craig-greene.com
Workshop results
Differentiated Memorable
ConsistentPositive
Impactful
Credible
Perception study process
www.craig-greene.com
• Perception study is not an end in itself• Once you know how you need to present yourself,
it should inform everything you do
Get buy-in Choose method
Test, agree
themes
Select audience, conduct fieldwork
Workshop results Act Monitor,
review
Act
Perception study process
www.craig-greene.com
• Measure the impact of your actions• Revisit the exercise every one or two years
Get buy-in Choose method
Test, agree
themes
Select audience, conduct fieldwork
Workshop results Act Monitor,
reviewMonitor, review