Did you know within the United Kingdom alone, market research contributes to more than £3 billion to the economy. But to what value does this offer your organisation, whether it is in the public or private sector?
From my experience
From experience in the research sector, predominantly in sports research; there seems to be a disparity between the uses of research as best practice and the worst ‘best practice’ you could offer someone. From organisations that use research and insight as a valuable investment, to those who think research is simply a cost burden to their organisation.
Insight is not only a one source of information
Let me take you back to one of my earlier blog posts. Insight is not only a one source of information, but other sources from different data sets to consumer feedback, that could come in forms such as social media. The more and more these different types of sources are used, the danger is that these become competitive than cooperative. With so much competition it is near impossible for an organisation to get a fully holistic picture of what they would like to know.
Also, it could be argued that information and data collection could be disconnected at different stages of an organisation. This could lead to duplicated research for different departments leading to a cost. Or even, the research could be only banked and not used or have any value left.
Modern or research for the sake of it?
Modern or research that I hope individuals seek to do as best practice joins all available sources of information together and is investigated and completed with all business departments in mind. This does come with a cost in means of budgetary terms as well as time. And also the question quoted earlier in regards to, how can the researcher then relate all the information to the business.
So where the research is driven from?
Is strategy driving research?
Or is research driving strategy?
Is there a happy medium?
When strategy drives research: it is often commissioned research to prove someones or an organisations decision-making and life course of an event. The top of the pyramid ‘managers’ often only want a one line sentence, has it worked or not is normally key. The majority of research conducted, the wider public eye may not see the true reflection or proportion that has been investigated. In government as it is today, organisations are driven by funding, they have to link their projects to funding, meaning it is strategy driven to meet targets.
On the flip side!
When research drives strategy, organisations can give deep and holistic research that understands individuals at their sports clubs. This in turn, can lead to different decision-making that encompasses feedback given from the public.
Should it be this direction or not?
I think it should be research driven. There are still instances where research is used to fill out a spreadsheet or a report instead of offering in-depth and insightful research. Many projects are driven on KPIs. Where their drivers are performance bonuses and performance pays and the sports market or the sports consumers are sometimes forgotten.
Individuals who are involved in sport from an organisational and participation side are constantly changing. And with research only filling out scorecards or reports, this is leading to a backward step in focusing out attention on what is changing and not what has changed in the past.
Do surveys and questionnaires put too much weight on existing customers at the expense of finding and investigating new ones?
It is important then to look at your budget, do you look at last year’s figures and then add some?
This is where it is important to think whether your organisation is research driven or policy driven. This blog has provided the value and the ugly of research, highlighting the importance of a research driven organisation, that can contribute to overall improvement.
Please tweet @Jakepryszlak with your views and opinions as well as commenting below.