Our clients often come to us with a belief that our jobs as researchers is to find better answers regarding consumers, compared to the answers that their competitors possess. After all, great research is about uncovering insights that are relevant, impactful and differentiated in one way or another (in order to get real cut through). However, what sometimes tends to get neglected in research are the questions.
While the industry has a “standard” set of questions to be asked for common research objectives, following the “standard” guidelines alone is likely to produce the same, stale, standard answers that all of your competitors have possessed far before you did.
As researchers, we firmly believe that our primary job is not to uncover better answers (although that is the end results we wish to achieve), but to ask better questions. Questions that your competitors haven’t thought of. Questions that allow looking at a brief from a different angle. Questions that do not limit the possibility of uncovering insights that will take your work in a different, and much more impactful direction. That’s when the real research magic happens, taking the ideas and possibilities to a whole new level.
Written by:
Kristy Ihle – Managing Director
For further information on THINK Global Research, please contact Kristy Ihle (Managing Director) at info@thinkglobalresearch.com.
