When People Use Your Brand Name As A Verb, That Is RemarkableMeg Whitman
Lets discuss the four most common and most important brand research mistakes that most business owners do.
#1. Choosing A Poor Research Partner
A poorly designed survey can lead to conclusions which are incorrect and, as a result, harmful to the business.
Hence, it is important to only work with trusted research partners who understand your business problem and are capable of helping you solve it.
Do not expect your creative agency to conduct brand or market research on your behalf. The easiest way to find good potential partners is by asking your colleagues (whose judgment you can rely on) for recommendations regarding not only the research agency itself but also specific teams within it.
#2. Using Data From The Research Of Other Firms
Using someone else’s research is often a mistake small companies make now and again. They do it without checking how the research has been conducted even though it might have been carried out and published only to create a buzz.
Big corporations, on the other hand, do entirely the opposite. They do a lot of research out of habit, and then ignore it.
The next time you read another firm’s research and feel that its the sensible strategy for your own company, check the sales result of the other brands first.
#3. Being Biased
Brand and marketing research, depending on how it’s conducted, can produce arbitrary results. If you are serious about getting objective results from your research, you need to be careful not to let your current knowledge, beliefs, and opinions cloud the design of the research study.
An example of such a mistake is phrasing, often unconsciously, the survey questions in a way that suggests “the right” answer.
Another example is using an improper scale, such as when asking about the price the respondents are willing to pay for a product.
#4. Bad Research Design
One of the most common research mistakes is carrying out a qualitative study instead of a quantitative one, or vice versa. Qualitative and quantitative methodologies should be used for different purposes.
If you want to understand what the majority of your audience wants, conduct a quantitative study.
To get a deeper understanding of a particular problem, choose one of the qualitative techniques. Doing the opposite will lead to conflicting decisions.