I’ve been working with clients big and small for a long time.
And I’ve learned a lot about how to get qualitative research that really rocks. Jaw-dropping insights that help people move ahead, rethink, create, and solve problems. In short, what we might call actionable insight.
I want all my work to have actionable insights. And the only way you get there is to have clear objectives at the start.
This e-book will help you write objectives for qualitative insight projects
Some of my clients are very sophisticated marketers and are also pretty sophisticated in how they buy marketing research. They have multi-page research briefings that they send out to suppliers like me. Perhaps you are trying to draft a document like that, and you need a place to start. This book will help you.
Perhaps you just have a problem facing your company that is not well defined. You think some research might help. This book will help you, too.
If we don’t have clear objectives, there’s no way we’re getting actionable insights, and my client – or you – is going to spend a bunch of money getting something that won’t help. They will not feel excited about the work at the end of the project. They might think they wasted money. This is not my idea of how to build loyal clients.
So I don’t let that happen, and neither should you.
I've helped a lot of clients figure out their goals for insights research projects. I'm just one person, so I can't do this for everyone.
So I wrote this e-book to take people through the simple process that I use with clients.
It's a self-help tool that will help you get clarity on your objectives. It has a few easy worksheets. In true qualitative tradition, I suggest you use sticky notes and colored markers to help you brainstorm.
How to budget for qualitative
Another thing this book will help you do is figure out a budget. Instead of asking "what it costs", you need to ask "what is worth to me to answer this question, or solve this problem?"
That might feel like a difficult question, But there's a worksheet to help you with that. A VERY SIMPLE WORKSHEET! This is not about spreadsheets. I show you my Ten Times Value Rule, which is a good place to start. And it's a pretty easy place to start. It's on page 13.
How to download Painless Insight Planning
By the way -- if you actually read the e-book, you'll find there is a bonus free resource. Just a little encouragement to actually follow through on your good intentions.
While you're downloading the file, I’d consider it a favor if you subscribed to my Insights newsletter which is sent out about 6 times a year, or the RSS feed for the CustomerCrossroads Blog. That way, you’ll hear when I post new e-books. Click here for subscription options, or just add this feed to your reader: http://feeds.feedburner.com/CustomerExperienceCrossroads
Thank you for reading, and for downloading. I hope you find the book both helpful and enjoyable to use. I would welcome your feedback and suggestions.
All images were obtained from www.istockphoto.com. If you want to use an image, please buy it from them.