Sometimes when we work on research with a client, they are very familiar with a specific kind of tool, or they have a strong understanding of how to understand a certain kind of data. Surveys are a good example. Most of us like the certainty of surveys - we can understand the statistical value of the data, the numeric nature of data makes good charts, and it can be organized and displayed in incredibly beautiful and insightful ways. When you use a survey, you're a collector of data. Oh, you might add a few open-ended questions, but the bulk of everyday survey work is about things you know, and figuring out whether you can make a great discovery by connecting them, or organizing them in different ways, or by gathering new (but finite) facts. How many trees are in this photo? How often does the river overflow its banks? At what time is the light best for a photo like this one?
On the other hand, when you use qualitative research, it's more like being an explorer. You don't bother to guess what might be around the corner - you explore. You might do that observationally, by taking a walk in the woods or along the river's edge, and taking photos, or making notes. Or, you could ask the person in the photo why they're here. What led them to this spot? Have they explored here before? Are there things that might have been helpful on their journey so far?
The thing is, it's difficult to be a collector and an explorer at the same time. The first requires precision, a certain fore-knowledge, and many data points to validate. The second requires a sense of wonder, an openness to the idea that the answers my not be easily quantifiable on a chart, but delivers a richness and depth of understanding that is hard to see in a pie chart. Both are necessary, and each kind of understanding of your customer, your market, your operations, deserves your attention and care. When you have big questions that need answering, think about whether you need to be a collector or an explorer, and it will help you decide how to structure your research in a way that matches with the hat you're wearing for this project.
Are you having difficulty knowing which move to make next? Maybe you've even undertaken a number of rounds of research, and yet the way still seems unclear. Sometimes when this happens, it's because more than one course of action seems reasonable. Other times, it's because every possibility comes with risks that make some of your team (or you) uncomfortable. What can you do?
In these situations, it's important to get back to basics. Clearly identify the decision you need to make. Then, list only the answers you need, in order to make that decision. Don't get side-tracked by "nice to know". It's rare that you can make a strategic move on one set of data, or using one sort of research tool. More likely, you'll need to combine several screens or frameworks. The good news is that this doesn't always have to be costly. Setting your priorities and conducting an audit of data you already own, will allow you to focus your resources on only sourcing the "mission critical" answers. Setting a plan in advance as to what frameworks you'll use to guide your decision, depending on those answers, is the final piece of the puzzle.
If you'd like a second set of eyes to help you create a custom set of screens that work for you and help you see everything, let's talk.
Look at those fresh new messages and materials. So exciting! New initiatives to launch. Shiny new toys to play with. But winter has dragged on, and your spring-themed campaign seems ill-timed just yet. The tools and techniques you've been using seem tired and trite. Or are they?
Marketing and sales often encounter a kind of ennui with their campaigns just before the change of season - and especially if the season doesn't seem to be changing as fast as it should. The common refrain is, "Our customers are tired of this! We've told them all about this already!" The reality is, you are not your customer's only focus. (There, we said it. Right out loud.) So while it may be true that they've heard your message, and that they're not sure you'll have anything new to say, this doldrums of delivery that you're in, is something you can change. In fact, it may not be that they are bored at all...it may be you who is just tired of sounding enthusiastic about the same old message. What are you to do?
Bear in mind that in sales, marketing, customer service...nearly anything that requires you to be customer-facing, attitude is altitude. Look for ways to recharge your batteries so you can put one last push on, before spring really does arrive. Start integrating a few new spring pieces of clothing into your wardrobe. Get a new haircut. Launch a new fitness routine. Begin a course that will make you sharper for the upcoming season. All of these will give you a feeling of accomplishment that will lift you up.
Next, check your assumptions. Visit clients and get a recap of their recall of key messages you've delivered this cycle. Make sure you correct any misperceptions so you're starting from the same page when new selling models or tools are introduced. Consider any knowledge gaps as you visualize who is ready to receive the message of your next campaign, and who can use just a bit more personal attention to get them there.
Lastly and most importantly, remind yourself and your team of your achievements. Consider a celebration and final team incentive challenge as you wind down winter and get ready for spring. Because although it might not seem like it on a stormy day, the sun really is on its way.
"We've seen our customers do this a thousand times".
So what? You've assembled a thousand observations. Although it is valuable evidence, this doesn't make it an insight. Let's dig deeper.
"I'm buried in data. How can I make sense of it all?"
"When should I do research?"
"What's the right way to answer these questions?"
Does any of this sound familiar? Over and over, we hear product managers, marketers, even CEOs, asking these questions. Over the past 17-plus years, we've helped hundreds of them get clarity by working backward from their end goal. This is the question we ask, to get started:
"What decision do you want to make?" or "What action can't you take now, that you'll be able to take if you have more clarity?"
Most often, if you can answer one (or both) of these, you'll be in a much better position to map out the research you need. When you've answered them, you'll know:
You'll be able to decide whether you can sort this out yourself, or if you need help. You'll know if the answer needs to be quantified, with numbers (such as for a forecast), or if it needs a qualitative approach (getting your engineering team to see customers' frustration as they try to use feature X). And you'll waste less money, time, and effort getting something that's useful, practical, helpful, and actionable.
Whatever your questions, we're happy to work with you until you see everything you need.
Megann and Steve, Partners in PANOPTIKA, are working for our clients every day to help them See Everything. Here are some of the things we see.