In highly-competitive industries with lots of players, there is often a surfeit of data. Marketers’ big challenge is to decide which data to use or to purchase, because their budgets are rarely, if ever, unlimited. If you’re in a B2B business, though, publicly available data sets are often less available. Add a science or STEM focus, and data may be nigh-on non-existent. Money can’t buy you out of this problem. What do you do? How can you forecast your market, figure out your next move, or measure your impact?
The answer is to triangulate. In social sciences, triangulation is used to improve the validity of the findings. This can take the form of combining different data, different viewpoints, or different approaches. Similarly, in navigation, if you are trying to find out your position, finding landmarks that you can validate, will help you figure out where you really are.
When you get your team around the table, and they each bring data that doesn’t show the whole picture, but shows part of it, you’re triangulating. Every finding that relates to the problem you’re trying to solve, can help you become more accurate in your estimate of the “true picture”. That’s why design sprints start with getting your experts in the room to define the problem clearly and share what they know. Getting that clear problem definition or challenge to address is key – much like our discussion in last week’s blog post about narrowing your scope if you want to go deep.
I'm Megann Willson and I'm one of the Partners at PANOPTIKA. We work with our clients to help them see everything they need to make better decisions - using better data, a better approach, or a better frame of reference. You can also follow us on Twitter, Facebook, or LinkedIn. For more news you can use to help you or your team to make better decisions, click the handy button, below.
Learning about the technical specs of a scientific innovation. Exploring country data from the CIA. Studying environmental protection regulations. Investigating commitments to climate-change agreements in multiple countries. Researching trade data on purchasing patterns in five different verticals. Interviewing key stakeholders in the three most promising industrial sectors.
What do these things have in common? They were all part of an “unknown unknowns” exploration we did for a client of ours. If you’re in an established business, with multiple competitors, chances are, there’s data out there to help you make key market decisions. If you sell soup, soap, or shampoo, there are often standard reports than can be purchased quickly, and many case studies to help guide your thinking. But if you’ve invented a new scientific/industrial/biotech/pharma type thing, that theoretically has multiple applications, in several verticals, how do you make an argument that it’s possible to commercialize? When we set out to do a market landscape for a product that’s almost ready to market, there isn’t usually a simple answer ready and waiting. Instead, we do a deep dive with you about your product. Then we use our expertise at multi-modal research to decide the best way to narrow down your options, as cost-effectively as possible. Finally, we find experts on the ground who have similar or related expertise, to help us get the answers you need to make critical decisions about your business. That’s what we did with the exploration at the start of this story.
The good news? At the end of it all, our client got an innovation grant that helped him and his team to scale their operations, and a few years later, they’re running a thriving business with operations in multiple countries and for several industrial verticals. We’re proud to have played a small part in that. All because we like to help our customers see everything, and make better decisions.
Shouldn't you skip right to your own custom survey? We're always happy at PANOPTIKA to help you with custom research, but there's really more to it than that. Even if you're working in an industry like health, technology, or science (where we do some of our best work), where sometimes there isn't much data, there's always some. If you're a new analyst in one of these industries, or you're just getting into research for the first time (sometimes, until you start to scale, it’s easier and more informative just to ask the questions yourself), start with free or nearly free. Those public data sets get a lot of use – they’re the workhorses of the quadrant we call “the light”. The answers there are available to anyone – and that doesn't mean they don’t provide you with any value or advantage.
Public data sets or their slightly more expensive cousins, syndicated data, (which is not public, but is available to purchase by anyone who can pay), are a great foundation. They let you get the “lay of the land”. In “The Light”, you’re setting yourself up for deeper questions, making sure you don’t waste time and money on custom projects, if the information is already out there. Doing a good audit of the data you already have in house is where you can start to use data in ways that others can’t. Think sales data, observational research where you see how customers use your products (or the competition’s), and interviewing everyone in your organization who interacts with your customer or prospect. Where an outside consultant can help, is by assisting you in shaping the questions that you’ll use as you move to what we call “The Shades” - positioning or perception research is a good example. It can help you see where customers put everyone – not only you and your product or service, but your competition. And it can help you get ready to develop insights that are only known to you and your team. Not sure where to start with something like that? We’re always happy to jump on a discovery call. You tell us your questions, and we’ll work with you to lay out a plan to get the answers you need.
We're Megann and Steve Willson, and we're the partners at PANOPTIKA. We work with B2B businesses to help you get the answers you need, and to make better business decisions. You can also follow us on LinkedIn, on Twitter, or to get insights and ideas delivered right to your inbox, click the handy button, below.
Megann and Steve, Partners in PANOPTIKA, are working for our clients every day to help them see everything they need to know to make better decisions in their complex business environment.
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