6-steps to better research
1.
Alignment: Telling the story starts with getting on the same page. The first step is a meeting where clients share the foundational knowledge on the topic/issue and we agree on the Objectives and Methodologies.
2.
Design: Next, Insight Werks develops the questions that will answer the objectives. It may take a few rounds but we wind up with an approved questionnaire/discussion guide.
3.
Baseline: Although not every project requires one, establishing a baseline with the target audience builds trust, allows us to tweak the guide and gives us data to compare with the next stage.
4.
Deep dive: This is the meat of the project. Here we expose the stimuli, the ad or the idea to a smaller group respondents, often enthusiasts or experts. We ask them what they think but probe for why they think the way they do, often through non-verbal cues.
5.
Trust but verify: While we don’t always have the budget to do so, it’s always nice to use a quantitative tool to see if the findings in the focused group is projectable to a broader, more diverse, sample.
6.
Synthesis: Here’s where we put it all together and craft individual insights into a compelling story, which is much more impactful than facts and findings alone.
research principles
Create emotional
connections
Deeper insights come from deeper conversations, try to engage the audience not just interview them.
Interpret don’t
just listen
People are generally poor narrators of their own stories, what they don’t say is often as important as what they do.
Always be
idea led
Clients and know their brands and ideas best, let consumer research guide you, not decide for you.