By Vicki Shouksmith, Research Manager, NGI Solutions
The very hook for this article might instantly bring out the sceptic in you. Yes, there really is an International Sceptics Day (Sunday 13th October according to our universal research tool, Google).
But as silly as it may seem, it made me think about scepticism and how we come across so much of it in our working lives. Whether that be a marketing professional proving the worth of their campaign, or product developers bidding for budget, you inevitably have to win over the sceptics to secure the investment you’re after (you only have to watch Dragon’s Den to see this process in action!)
This is where robust research and insight comes into play. After all, conspiracy theories are based more often on lack of evidence than provision of evidence, which just goes to show how comprehensive we need to be with our research to convince the sceptics among us!
Of course, the well-known conspiracy theories – whether that be about the Loch Ness Monster or the idea of the earth being flat – are at the far end of the scale. For example, we’re hardly likely to walk into a board meeting and try to convince members to invest in a brand new tourism product that takes holidaymakers to the ends of the Earth (literally) with an encounter with Nessie on the way. Nobody’s that ambitious!
However, if we’re keen to innovate in business, we do sometimes need to try new things or take risks, and the more evidence we have at our finger tips to prove that now is the right time to do that, the more likely we are to convince our colleagues or stakeholders to buy into our plans.
In reality, being a little sceptical (albeit not to the extreme of the conspiracy theorist!) never hurt anyone. It’s probably quite good for us as it helps us to take more calculated and informed risks. So, whether you’re trying to convince your board of directors to invest in your idea, or trying to convince your partner that you can afford to book that dream holiday, a little bit of research will go a long way…
Data can provide the proof you need to get the buy-in you need
If you’re launching something new, the proof will be in the pudding. You can’t possibly guarantee its success until you’ve launched it. However, if you’ve consulted with your customer base or conducted marketplace analysis this kind of insight can make all the difference in terms of getting budget approval or buy-in to move your project forward.
However, your data must be from reputable sources
We’ve all seen the small print in the shampoo ads. The headlines might state that 98% of people who tried the product grew a thick head of hair – but read the small print and we’ll find that the survey was conducted with about 14 people. Who probably weren’t losing their hair in the first place. This kind of data does little to prove the value of something. However, by working with the right sample size and capturing the right balance in terms of demographics can make the data far more meaningful. This is where being a member of the Market Research Society (MRS) really helps. Any researcher worth their salt will adhere to the guidelines set out in the MRS Code of Conduct, ensuring a trustworthy and responsible approach to both conducting and evaluating research.
Ask the right questions
Think about where your gaps in knowledge lie – and then consider what questions you need to ask to bridge those gaps. This is where a research agency or consultant can really help if you don’t have the expertise in-house. Designing a survey to provide you with the answers you need is actually harder than it looks – questions need to be clear and comprehensive, without being leading, as this can skew your responses.
With a general leaning towards scepticism in today’s unconventional and turbulent environment, research can be the very thing you need to take your plans forward. So whether it’s a trip to Bali or the launch of a new business, a little insight can go a long way.
To find out more about NGI Solutions’ research services, visit www.ngisolutions.com or email hello@ngisolutions.com