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Principles of Remarkable Research eBook

Principles of Remarkable Research eBook



Market Research is an investment. With the tips in this eBook, you can protect your investment by avoiding common market research complications. Of course, you have a choice. You can learn the hard ...

Market Research is an investment. With the tips in this eBook, you can protect your investment by avoiding common market research complications. Of course, you have a choice. You can learn the hard way, through trial and error. Or, you can learn from the experiences of others; in this case, Research Rockstar founder and 25-year market research veteran, Kathryn Korostoff.



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    Principles of Remarkable Research eBook Principles of Remarkable Research eBook Document Transcript

    • TABLE OF CONTENTS principles of W E L CO ME Page 1 Remarkable Research H O W TO M A N AG E T H E C L I E NT Page 2 H O W TO A VO I D C O M MO N E RR O R S Page 5 H O W TO P L A N T H E R E S EA R CH Page 11 H O W TO G E T G RE A T D A T A an eBook by: Page 14 C O N C L U S IO N Page 19 WWW.RESEARCHROCKSTAR.COM Box 217, 197M Boston Post Road West, Marlborough, MA 01752 Phone (508) 691-6004 Email support@ResearchRockstar.com
    • Principles of Remarkable Research 1 WELCOME Market Research is an investment. With the tips in this eBook, you can protect your investment by avoiding common market research complications. Of course, you have a choice. You can learn the hard way, through trial and error. Or, you can learn from the experiences of others; in this case, Research Rockstar founder and 25-year market research veteran, Kathryn Korostoff. This eBook is divided into four main sections, followed by a brief conclusion.  How to manage the client, which covers practical tips for keeping your client (whether internal or external) happy.  How to avoid common errors, which provides practical best practices for dealing with issues such as global research, the certainty of conclusions and ROI.  How to plan the research, which discusses specific best practices on managing research participants and putting some basic systems in place.  How to get great data, which addresses some common market research challenges that can impede your ability to get objective, useful customer insights. If you are responsible for planning, managing or even simply contributing to market research projects, this eBook, based on the recent “Principles of Remarkable Research” series as published on the Research Rockstar blog, will help you avoid many common obstacles. Is it an exhaustive guide to avoiding all possible market research challenges? No, but it does address some of the most common ones in a very precise, and concise, format. We hope you enjoy it!  Principles of Remarkable Research by Research Rockstar LLC is licensed under a Creative Commons Attribution- NonCommercial-NoDerivs 3.0 Unported License. Based on a work at www.ResearchRockstar.com.www.ResearchRockstar.com
    • Principles of Remarkable Research 2 HOW TO MANAGE THE CLIENT REMARKABLE RESEARCHERS… OFFER THEIR CLIENTS OPTIONS If a client asks for a survey, it’s up to the remarkable researcher to first look at the project goals and then recommend methodology options. While surveys and focus groups are great, remarkable research can leverage a diverse range of methods. When we offer clients options, we benefit in three ways:  We thrill the client. Especially if the client grudgingly uses surveys as a better-than- nothing option. Everyone loves options. If I go into a bakery and there are only two types of cupcakes on display, I am immediately turned off. If I walk into one with too many choices, I may feel overwhelmed and leave. Neither too few nor too many options are the goal.  We educate the client. It is important to raise awareness of alternate methods. This is so business professionals don’t see market research as unremarkable, old fashioned, or equated solely with surveys and focus groups.  We demonstrate integrity. We aren’t just offering what is easy or conventional; we’re showing that we are thinking about the client’s needs. Even if they choose a survey option, now they know we are looking out for their best interests.www.ResearchRockstar.com
    • Principles of Remarkable Research 3 SET REALISTIC EXPECTATIONS One aspect of setting client expectations is by distinguishing between confirming existing insights and discovering new insights. If we promise research clients (internal or external) “exciting” research, but what we deliver just confirms stuff they already know, it’s a market research bait-and-switch. The client is let down. So we need to be careful and position the new research precisely. Is it about market attributes they already know and we are seeking to confirm or quantify? Or is it about new strategy-altering topics? Both are legitimate types of research. But we need to set expectations correctly, or we will be viewed as frauds. Imagine a six year old who truly unexpected, maybe the scope or believes Santa grants all wishes. methodology ended up being somewhat Even though he lives in a sixth-floor different than what they’d pictured. For Chicago walkup, this child firmly whatever reason, the people who should believes Santa will come down the have joyfully embraced your research (nonexistent) chimney and leave a results are unhappy. And after you’ve pony under the Christmas tree. invested weeks or months of effort and Imagine the tears on Christmas money, unhappy clients are the last thing morning when there’s no pony. you want. With realistic expectations, people will have the right mindset. We won’t have to worry about disappointing them in the Most of us have experienced the feeling end, and that saves everybody a lot of of being oversold, whether in business or aggravation. in our personal lives. It’s painful. And it’s the last thing you want your internal So don’t even try to be an all-powerful colleagues, team members, or clients to Santa. If that pony won’t be trotting out feel at the end of a market research from under the tree, make it clear in project. Unfortunately, it happens. advance. That city child would be Maybe the results were happier with a shiny new bicycle anyway.www.ResearchRockstar.com
    • Principles of Remarkable Research 4 DEFINE ASSUMPTIONS Remarkable Researchers understand that markets change—sometimes quickly. And often more quickly than do companies. The implication for remarkable research is twofold:  Always let the audience know the expected shelf life of the research. Are the findings likely to reflect reality for one year? Two years? Three or more?  Clearly identify which foundational/underlying assumptions exist. And how, if changed, they could meaningfully influence conclusions.  Challenges own assumptions and play devil’s advocate to challenge the way other people are looking at the data.  Recognizes unexpected themes that sometimes appear in a data set.  Resists temptation to embrace the first story the data reveals: they’ll look for multiple stories so that they can determine which ones have truly compelling value.  Delivers bad news honestly and constructively, even when that favorite project, concept or idea is getting negative results. I am reminded of the arctic fox that changes color rather dramatically from brown in the spring to white in the winter. But it is not easy; its fur changes slowly, growing an entire new coat. In other animals change happens more quickly. Some species, like the chameleon, quickly change the pigments in their skin. Why do I digress? A metaphor exists here for research. When markets change, it can require growing a completely new coat of fur (doing new research), or it can rely on mechanisms that change the output to reflect current reality, like changing the skin pigment.www.ResearchRockstar.com
    • Principles of Remarkable Research 5 HOW TO AVOID COMMON ERRORS REMARKABLE RESEARCH… UNDERSTANDS THE GLOBAL COMMUNITY It is a classic dilemma; many companies that are selling in numerous countries can only afford to do research in a subset of them. How does a market researcher deliver research with this obstacle? Three steps to take are as follows:  Be crystal clear when delivering all research results. The results should state the research’s geographic scope clearly. Is it a specific country? Region? I have seen it happen many times; the audience assumes that since their company is “global” the research is as well—when in fact the research may have been based on 2 or 3 countries.  Select the countries carefully. Too often, researchers select countries based on past projects (“We always do our research in the U.S., UK, France and Germany.”). Challenge old assumptions! What mix of countries will give you the insights you need for your organization’s current business initiatives?  Educate the audience on how geographic variations impact customer behavior and attitudes. Customer behavior and attitude variations by geography usually apply more notably to consumer markets than B2B ones, but issues still arise.www.ResearchRockstar.com
    • Principles of Remarkable Research 6  Different colors have different associations by geography. Red is “positive” in some cultures but negative in others. This can impact reactions to ads & product packaging.  Internet access penetration varies by country, and in many cases, within countries. Some brands have enormous word of mouth via online media, which will not have an impact in certain geographies.  The role of male versus female heads of households, or the person driving purchase decisions for certain categories, varies by country. Thus, research about purchase intent or price sensitivity based on one country cannot be generalized to others. By educating the audience on such issues as they apply to the research being done, you can advise them on what findings are likely to be at greatest risk for country-by- country variations, even when you didn’t have budget to actually conduct research in every country of interest. Ideal? No. But still an important risk mitigation step. IS DELIVERED USING A MULTI-MODE STRATEGY So you have a great new market research study completed. Now what? How do you deliver the findings with both impact and credibility? Take a little time, and craft a comprehensive deliverables strategy. With emphasis on retention building among the audience, you can avoid the common error of over-relying on slide decks as the sole deliverable. Key components of this strategy will include a mix of components, such as:  Conventional presentation options These include the standard on-site presentations and web conferences (typically one to two hours in duration), and sometimes also one-on-one briefings for key executives.  Interactive presentation options These include workshops, where participants engage in data analysis exercises or strategic implications brainstorming. Such workshops take more time to plan, and more effort to facilitate, but add to retention and adoption of research results.www.ResearchRockstar.com
    • Principles of Remarkable Research 7  Written report options These include slide decks, white papers (most common in technology fields), executive summaries (delivered as a slide deck or written in full text), and top-line reports.  Data deliverables options These include tables (showing all data as cross-tabs), and online reporting tools.  Multimedia options These include Internal blogs or podcasts (to share key research findings), qualitative research video highlights (often edited to show only the most important parts), and video “reports” (where key results may be set to a narration or music track). More researchers are experimenting with audio and video as part of the deliverables process—not necessarily to replace a conventional deliverable, but certainly to enhance or augment it. Find ways to repeat key pieces of information in different ways and times. In many cases, a key audience member will only “get it” after the third or fourth exposure. Were they not paying attention earlier? They probably were. Some people “click” with charts, others with stories or anecdotes, others with video. If they receive Yes, the project is done & the information the day they are on a deadline you want to move on to or dealing with another matter, they may intend your next project. to pay attention but are not able. Repetition However, by repeating key using multiple approaches at multiple parts over a few weeks, occasions is critical. As a researcher, you may you will maximize the feel repeating and repackaging information is chances your audience redundant, but it isn’t. What seems obvious to will use the research. you is not always obvious to an audience. Research involves delivering results. Remarkable research involves making sure our audience actually uses them. If we expect people to retain and apply the results, we have to create a more comprehensive delivery strategy. Presentations, email follow-ups, executive endorsements, podcasts, custom follow-ups, 1:1 briefings, posters, handouts and internal blogs are some of the options that can be combined to make sure our audience is reached multiple times using multiple modes. Lather, rinse, repeat.www.ResearchRockstar.com
    • Principles of Remarkable Research 8 IS CLEAR ABOUT THE CERTAINTY OF CONCLUSIONS Remarkable research distinguishes between conclusions, hypotheses, and “directional” results—and is precise about which is which. While it may seem obvious to you as a market researcher, it is not always clear to the audience. The person receiving the research results often makes assumptions, which may be incorrect. Common assumptions may be about the research’s scope, thoroughness, and suitability for extrapolation. So when delivering research results, be crystal clear:  Are the market research findings firm? Directional? Anecdotal? Or are they just hypotheses that require further investigation?  Is the research based on current customers, potential customers, a mix, or some other population all-together? Can we extrapolate findings based on one group to other groups? If so, what is the basis for this? Communicating both the certainty and context of findings is important; the last thing we want is to have well-intentioned research turned into misinformation. Even if it isn’t deliberate; it is the market researcher’s responsibility to communicate precisely. ISN’T DONE IN A SILO Remarkable research projects validate conclusions and enrich context by weaving in additional data sources. Yes, the fresh insights from your thoughtfully executed project are great—but they will carry more power if supported by additional data. Your audience will have much more confidence, and thus be more likely to use your research, if they have multiple data points. Relying on Take a lesson from the a single source of market insights often feels U.S. FDA: There are like having a single point of failure. Avoid the roughly ten clinical trials common error of assuming your audience will for each new drug the FDA trust a single source of data. approves. While you may not find other data sources that directly support your findings, you maywww.ResearchRockstar.com
    • Principles of Remarkable Research 9 find some that provide relevant profiling data for the target population, or insights into related or similar markets, which may support your findings. Even adding in some recent census data that may relate to the target market can add some richness, and does so with little effort. There is a plethora of secondary research available these days; with a little digging, you may be surprised at what you can find. REQUIRES CONTINUOUS IMPROVEMENT Remarkable research requires assessing every completed market research activity. What worked? What didn’t? Were the clients (whether internal or external) satisfied? Were outside suppliers satisfactory? One way to do this is through a “post mortem” evaluation of the research process. After each project, conduct an objective, step-by- step review to find opportunities for improvement by following these steps:  Quickly capture post mortem information. Do so preferably within a week of project completion before memory fade sets in.  Craft a standard project assessment form to make it easy for you and team members to record key information. Just don’t make it onerous (else it won’t get used). Four to six questions are sufficient.  Review all assessment forms at least once a year to look for recurring challenges (or if you prefer, “opportunities for improvement”). Sometimes these trends are not so obvious during day-to-day project management. Too many market researchers skip this step, and end up reliving their past mistakes— often to the detriment of project budgets and schedules. CAN RESULT IN PUBLICITY Market researchers often forget about the marketing potential of their insights, thus losing a potential opportunity to boost research ROI. Fresh research is excellent fodder for press releases. The media love pretty charts, cool graphs (especially when they come with a catchy hook), and data-infused sound bites.www.ResearchRockstar.com
    • Principles of Remarkable Research 10 Conduct a fresh piece of research and then interview someone about their take on the results such as a consultant, a business partner or maybe your own CEO. Then package the results as a news release, podcast, blog posts, newsletter fodder, or YouTube video. In some industries, survey results are commonly repurposed in the form of white papers. Typically seven to twelve pages long, white papers are used to share primary research with target customers or business partners. Once written, they are promoted through press releases, company web sites and sometimes even used as a call-to- action incentive in print advertisements. Original research is excellent fuel to position your brand as an expert or “thought leader” in its field; in fact, some companies have formal thought leadership initiatives which include original research as a key component. Sure, some research is confidential (and therefore not suitable for public sharing)—but not all of it.www.ResearchRockstar.com
    • Principles of Remarkable Research 11 HOW TO PLAN THE RESEARCH REMARKABLE RESEARCH… IS WELL-DEFINED Documenting an agreed upon, and small, set of precise objectives is vital to the remarkableness of your market research. Don’t let conflicting agendas or a broad, unrealistic scope with too many objectives put your project at risk. Sometimes this means that the remarkable researcher has to be tough. You may have to say “no,” diplomatically of course, to the client who wants too much from a single project. A good way to handle these sticky situations is to offer the client options: “We can do all of this, but it will require a second phase of research….here is the time and budget implications.” Or, “Some of these objectives require a different population—so can you provide the extra $10,000 we will need to increase our data collection budget?” There’s nothing like being precise about the budget impact to get people to prioritize their needs! DOESN’T HAVE TO BE PRICEY Market research exists on a continuum ranging from “quick and dirty” to “meticulous and complete.” And these days, there are some quick and inexpensive methods that aren’t that “dirty” at all. So let’s not miss the boat clinging on to old dogma! Instead, let’s challenge old assumptions and the industry’s tired dogma of research being “great, cheap, and fast—pick any two.” Why can’t research be great, cheap, and fast?www.ResearchRockstar.com
    • Principles of Remarkable Research 12 Before assuming that a new market research need requires a 3-phase, qual-quant methodology supported by a team of expert moderators and stats PhDs, ask yourself: What are all of the options? Low-cost survey tools have automated reporting (some are quite good). New sample sources reduce the cost per complete and in some cases give access to more qualified participants. New methods allow us to conduct “phase 1” research in days instead of weeks. Therefore, if you do decide a research need can be met by a quick, inexpensive approach, consider:  Secondary research More resources are available than ever. Don’t reinvent the wheel—see what exists; you may be surprised.  Social media research Using one of the free or lower cost tools (as opposed to some of the more elaborate tools which do come with bigger price tags), you can get directional information on what the buzz is on brands, products, cultural trends, etc.  Facebook or LinkedIn polls Facebook and LinkedIn polls are free and can be fast (assuming you can push that poll to a large enough network).  New Tools Many services now integrate online research tools with panels such as AYTM (disclosure: Research Rockstar does have a relationship with AYTM), Zoomerang, and SSI (via its QuickTake offering). Sure, some projects warrant the big bucks. But when big budgets and long timelines aren’t an option, useful information can still be gathered using creative methods. REQUIRES SYSTEMS Great research requires efficiency, and efficiency requires processes and systems. They don’t need to be onerous, but here are the basic ones:  Project request forms How your clients (internal or external) request a project, by documenting key parameters.  Standardized survey templates Used in their entirety, or at minimum, standard questions for collecting demographics.www.ResearchRockstar.com
    • Principles of Remarkable Research 13  Vendor evaluation forms Used to evaluate sample or market research agency providers so that you document which ones work well for your needs, and which ones need to be used with caution—if at all.  Project evaluation forms Used for gathering feedback from internal clients. Use this as an opportunity to learn, how well did the project go? What could have been better? Let’s practice what we preach. REQUIRES QUALIFIED PARTICIPANTS For many market research projects, success can be foiled by unqualified or disengaged participants. Many online survey projects start with excellent intent, stellar questionnaire design…and then get thwarted by weak participants. One option to avoid this pitfall is for companies to build an in-house panel. For certain target markets and populations of interest, this can reduce data collection costs and pay for itself quickly. Can initial investments to build a panel be high? Yes. A great way to get systems But of course, it is all relative. How much in place is to take advantage time and money do you waste by collecting of slow times of year such as data from weak sample sources? How many summertime and holiday times have results been questionable— seasons. Use these periods because the participants’ qualifications or to create standard forms authenticity was dubious? Panels cost less and survey templates for to build and maintain than MROCs, and in use year-round. many cases deliver the needed ingredient for successful research.www.ResearchRockstar.com
    • Principles of Remarkable Research 14 HOW TO GET GREAT DATA REMARKABLE RESEARCH… IS NOT ABOUT ABANDONING PROVEN METHODS Remarkable research is not about replacing well-tested, proven methodologies (such as surveys and focus groups). It’s often about augmenting them. Alas, we see many cases where people eagerly embrace the “hot-new-thing.” The temptation is understandable: it can help with research audiences (internal or external clients) who may find newer methods more interesting than the results of another “boring” survey. In reality, cool new methods are often best at augmenting the tried and true, but not always for replacing them. Stand by the old aphorism: If it sounds too good to be true, it probably is. So before you abandon proven methods, do some serious pilot projects first. We recently worked with a client As a bonus, because we were able to who used an idea management week out several ideas in Phase 1, the platform to collect preliminary survey was nice and short—which made feedback on some product for a compelling survey invitation to his enhancements. This led to an in-house panel (invitations to a 5-minute amazingly well planned survey as a survey generally out-perform those to a Phase 2. 15-minute one).www.ResearchRockstar.com
    • Principles of Remarkable Research 15 AVOIDS JARGON Don’t let excessive jargon stand in the way of your remarkable research. When you design surveys or discussion guides, use simple language. It’s very easy for those who develop areas of expertise (in an industry, product category, etc.) to forget that others don’t use the same language to discuss the same topics. Your organization may use language that your target market does not (we see this frequently in technology companies and financial institutions). Even within a specialty field, use of jargon can vary a lot. For example, consider the task of conducting focus groups with IT managers. How they talk about their systems, installation processes, daily tasks and even their budget strategies can vary dramatically. Let’s take the case of products they have in use: some IT managers refer to a given technology by a technical name or IEEE standard. Others refer to a common brand or product model and don’t even know the more technical terms. Both types of IT managers may be valuable for your research, so you need to use language both will find familiar. Be vigilant when you’re creating surveys to use friendly language. Go for the lowest common denominator in terms of who is taking your survey. Use language that they are likely to use in daily conversation. Excessive jargon turns people off and leads to dropouts, or worse: if they don’t know what a term means they might guess, and you will get inaccurate data in return. CAN USE SIMPLE FORMATS Remarkable research isn’t just about asking the right questions; it’s about making it easy for respondents to give you the right answers. Anyone who designs online surveys quickly learns that to get good data, you need to take a hard look at how you choose your answer options and scales. Avoid over relying on 5-point scaled questions and consider all of the options: semantic differential, constant sum, rank order, even open- end. There are many options, but don’t go too crazy. A patchwork of many different answer options and scales in a single survey becomes burdensome for participants. A simple approach is often a kinder approach for online survey participants, which means they will be less likely to reject your next research request (you don’t wantwww.ResearchRockstar.com
    • Principles of Remarkable Research 16 customers who receive your research requests to think, “Oh no! Not again! These surveys are nightmares!”). Here are two examples:  For brand perceptions, a quick and easy way to collect data is to ask, “Which of the following words would you use to describe our company?” Then give them a list of varying words and allow them to pick up to three (better still, ask this open-ended). It’s a simple format and gives you useful insights into how people perceive your brand’s personality. There are many similarly simple questions that can be asked, that feel easy to participants. Too many brand perceptions studies force participants through a lengthy barrage of grid-style questions.  For product concept testing, do you really need to drag participants through 15+ screens of brain-numbing trade-off choices? Unless you really need that level of Other great resources are data for product concept testing to create a simulator, you may find a The Handbook of simpler approach sufficient. Try a Marketing Scales monadic approach. Or, if in reality, and there are only 3 ways your product would be configured (in terms of Why ‘Thank You’ Is More features, style, or price), ask for Than Just Good Manners feedback on those items. A simple “mock” trade-off can give you great information at a fraction of the cost and without torturing respondents. Do some projects require a more complex approach? Yes. But not all. Consider all of your options. Bottom line: Tis a Gift to Be Simple (as the song says) applies, and it isn’t “Stupid” (even if KISS is a handy mnemonic). Just because we can jam a lot of questions into a single grid, or can create complex trade-off exercises, doesn’t mean we should. Sometimes a simple approach is just fine.www.ResearchRockstar.com
    • Principles of Remarkable Research 17 IS POLITE A remarkable use of manners goes a long way when practicing remarkable research. Remember to be respectful of those who are participating in the research; an occasional “please” or “thank you” helps keep them genuinely engaged. In the invitation or survey opening, use polite text to set the context and invite them to participate (remember, they’re doing you a favor). The same applies at the conclusion of the research process. Always thank the participant for their time and let them know that their input is valuable and will be used. Common things that strike participants as rude:  An online survey closes abruptly after the last question. Shows no expression of gratitude.  A customer feedback session ends without advising the client how the results will be used. Leaves participants with the suspicion that their valuable time was wasted.  An online community discussion that demands a lot of typing by participants forgets to repeatedly thank the participants for their help. Shows no expression of gratitude and leaves participants feeling unappreciated.  An online, single question poll simply closes after a vote is submitted instead of sharing the results to date on the next screen. Leaves respondents wanting more. Many poll participants say they like seeing how their peers voted. That is their incentive, and your way of saying thanks. INCLUDES LISTENING Remarkable research is closer to our fingertips than ever before. And it often involves listening, not asking. One of the most efficient options is through social media research. By monitoring social media conversations using tools such as those from BuzzMetrics, Crimson Hexagon, NetBase,www.ResearchRockstar.com
    • Principles of Remarkable Research 18 Radian6 and Trackur, researchers can discover customer attitudes without having to ask. This dovetails with the current hot topic of behavioral economics, which among other things, points out that research participants cannot always report their attitudes and behaviors accurately. For some topics, listening and observation is the key to gathering accurate data. Ethnography is another option for projects where observing will yield better insights than asking. But be careful: ethnography is a nuanced discipline. Videotaping a bunch of interviews is not ethnography. EMBRACES CROWDSOURCING AS AN OPTION Two categories of software tools are available to turn crowdsourcing into a practical market research option: idea management platforms and prediction markets. While these categories are distinct, they have a common theme: creating web-based destinations to generate, prioritize, and assess ideas (or predictions). IdeaScale, Infosurv, and Inkling are just three of the platforms that offer trials. Again, new technologies are allowing remarkable researchers to gain customer insights, collaboratively and quickly. There are some confusing semantics flooding the twittersphere and market research journals. Words like:  Collaboration • Crowdsourcing • Co-creation • Open Innovation are all popular words that in reality overlap a lot. The idea is simple: inviting a “crowd” (a broad public network, a list of customers, employees, or a set of business partners) to easily share and vote or comment on ideas. The mechanics may vary but the fundamental concept is the same: engaging a group of people of your choice to participate in virtual brainstorming sessions resulting in a prioritized set of ideas. The ideas may be product options, tag lines, sales forecasts, or just about anything else you can think of.www.ResearchRockstar.com
    • Principles of Remarkable Research 19 CONCLUSION Market research projects are complex. There are a lot of steps involved in planning, executing and delivering a project successfully. Hopefully with this eBook, you discovered some practical actions you can take in your next projects, so that you can avoid common challenges and feel like a Research Rockstar. We welcome your feedback. If you have any questions or comments, please contact Info@ResearchRockstar.com. Thanks for reading! About The Author Kathryn Korostoff is a market research professional with a special interest in how organizations acquire, manage, and apply market research. Over the past 20 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in trade magazines. Currently, Kathryn spends her time assisting companies as they create market research departments, develop market research strategies, or otherwise optimize their use of market research. Prior to Research Rockstar, Kathryn completed the transition of Sage Research—an agency that she founded and led for 13 years— to its new parent company. For online training on 15 market For information on our Rent-A- research topics, please visit Researcher program, click here. www.ResearchRockstar.com www.ResearchRockstar.com For more expert tips on market For sales: Please contact research, subscribe to Research Rockstar’s free newsletter at Sales@ResearchRockstar.com www.ResearchRockstar.comwww.ResearchRockstar.com