I've taken it upon myself recently to complain about the market research industry's collective inability to communicate research results. I'm really keen to do something about this as it is an area that we can really add some credibility to our industry, so I have pulled together a best practice guide in conjunction with Trevor Wilkinson at Purple market research ( www.purplemr.co.uk ) .
The guide was originally put together following a workshop we both conducted for higher education market researchers, but the general guidelines and principles apply across all sectors.
Here is the link to the guide.
Best Practice for communicating market research October 2010
A lot of our ideas when you read them seem like common sense. In a perfect world without internal politics, overbearing stakeholders with personal agendas, bosses with targets to meet, or researchers with very little time then that may be the case.
The communication of the research results should be at the forefront of the researchers mind all the way through the project, not just at the end when the project debrief is two days away and the presentation hasn't been started yet.
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