Prioritizing Market Research

April 22, 2009
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How do we as market researchers prioritize? Yesterday I was wondering what it would look like if research needs were plotted in a simple two axis matrix model by urgency and importance. This is probably a fairly accurate way in determining where we spend our time, on a matters urgency and its importance.

Currently I believe most market researchers are spending our time in quadrant #1 (Urgent and Important). Quadrant #3 is also getting some attention, because if longitudinal trackers have always been done in a certain month, then this simply also needs to get done regardless of how important it is. It’s not that customer satisfaction isn’t important, but it is just another look at a trend, another one point in time.

Unfortunately I’m guessing that, perhaps partly due to the economy, more time than should be spent is spent in quadrant #4 (Non Urgent and Unimportant). This is because budgets are being frozen, market researchers aren’t sure what to do on limited budgets, so it’s a natural easy thing to do.

Quadrant #1 is obviously very important, at least in the short term. However, for those who take a longer term/strategic approach, I would argue the difference between a compan

How do we as market researchers prioritize? Yesterday I was wondering what it would look like if research needs were plotted in a simple two axis matrix model by urgency and importance. This is probably a fairly accurate way in determining where we spend our time, on a matters urgency and its importance.

Currently I believe most market researchers are spending our time in quadrant #1 (Urgent and Important). Quadrant #3 is also getting some attention, because if longitudinal trackers have always been done in a certain month, then this simply also needs to get done regardless of how important it is. It’s not that customer satisfaction isn’t important, but it is just another look at a trend, another one point in time.

Unfortunately I’m guessing that, perhaps partly due to the economy, more time than should be spent is spent in quadrant #4 (Non Urgent and Unimportant). This is because budgets are being frozen, market researchers aren’t sure what to do on limited budgets, so it’s a natural easy thing to do.

Quadrant #1 is obviously very important, at least in the short term. However, for those who take a longer term/strategic approach, I would argue the difference between a company that will do well, and one that may simply get by is the amount of time spent on quadrant #2 issues (Non-Urgent and Important).

I put two things in this category that seem to be getting some push back. Updating of Segmentation Strategies and also understanding how to leverage new media.

Curious to learn more about how we prioritize?

Link to original postTom H. C. Anderson – Anderson Analytics