This week I was reading The Magic of Thinking Big, by David J. Schwartz. It's not a new book; in fact it was written in 1959. And although the tone may seem a bit old-timey, much of the advice is as valid today, as when it was new. Schwartz is a big believer in goal-setting, and in the importance of setting out with a plan. He also alluded to a problem we see in the research and consulting business, which is the gathering of data for data's sake, and an over-emphasis on keeping vast repositories of information in our heads or at our fingertips, as a way to "add value" to ourselves. But machines can do that. Here's what Dr. Schwartz said: "More and more we rely on books, files, and machines to warehouse information. If we can only do what a machine can do, we're in a real fix."
It's not the data (however big) that helps us make better sense of the world, understand our customers better, find new markets, sell more, or grow our businesses. It's the synthesis of the data - what we do with it, how we shape it, where we find connections - and our "knowledge goals", that make a difference. Knowing what we want to do with the answers, how we want to use them, and why they're important to us, will help us have a richer understanding of the people we're investigating in our research. Before adding yet another question to an overly-long survey, or jumping in like Columbo with a "just one more thing" query, ask yourself these things:
If you have good answers for those, and you're still comfortable asking, by all means, go for it. Then use what you've learned wisely and do something excellent for the person responding. That is why you're asking, isn't it?
I'm Megann Willson, and with my partner, Steve Willson, we've been helping PANOPTIKA's customers see everything they need to know to make better decisions for richer customer relationships, for over 18 years. You can also follow us on Twitter or connect on Facebook or LinkedIn. And if you'd like to join our community to have the conversation come right to your inbox, there's a button below that will do the trick.
This morning one of our connections posted a reminder that we are at the end of the quarter. Now we're bracing for the inevitable. At least one client is bound to call or email today with a panicky-sounding voice, about how they need research or strategy work, because they've just realized we are at the end of the quarter, and they really, truly, meant to get started in January.
Does this sound like someone you know? If you're in the business of customer understanding or user insights, and this happens, it can be tempting to respond by taking your hard-won budget, and doing a study that answers all of their questions...at this point in time. Will that let you see everything you need to know?
Snapshots can be really helpful, it's true. It's worth considering, though, whether a time exposure might reveal something extra. Setting up a program that opens the aperture to your customers and lets data flow in over time, can reveal patterns in ways that a single study can't do (no matter how powerful). And sometimes it can be inexpensive to do this, by giving a "camera" to each of your customer-facing colleagues.
Setting up a story bank where their pictures and observations can be gathered and shared is a really useful way to do this. (Don't know how to start? Let's talk. We can help.)
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.
Want useful advice for better business decisions, delivered direct to your inbox? (It's like a free coach who comes to you!)