Jul
6
Research Dismissed!
July 6, 2009 | Leave a Comment
Many times, I have sat in a research presentation and the outcomes dismissed (behind closed doors) because they contradict management’s perception. I have seen executives walk out taking from the research that which agrees with their views and dismissing that that differs.
Is this dangerous or correct?
These executives have worked in their business and know their industry and usually have years of experience. They know what makes sense and what doesn’t. After all research has been wrong. I have seen qualitative and quantitative research disagree. This leaves executives almost distrusting research. I have also seen good intentioned research turn out wrong through a lack of understanding of an industry.
If sound methodology was used and the researchers have a good understanding of the industry and the business the research is conducted for, a 95% confidence level is pretty convincing. Executives should seriously investigate the results they disagree with rather than put their head in the sand.
Having a good research agency or research department who has expert knowledge on what method of research to use, how to design solid questionnaires without ambiguities and leading questions and what sample size and target segment to probe should go a long way in ensuring the 95% confidence is just that.
It is important to explain, in non-technical terms, all the measures that were undertaken to ensure the confidence level and margin of error is accurate. This will not guarantee belief. I would even encourage presenters to probe for disbelief to discuss uncertainty in the open and hopefully build trust and a stronger relationship with your client, whether internal or external.
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