![CustomerTrendswithAyeshaSaeed
www.CustomerTrendlog.com
Low Knowledge, Low Consensus
This clients/user is not sure about the research
problem, neither about the solution
How To Tackle:
1. Discuss Impact of top three decisions
2. Give Details, details and details about the top
options
3. Conduct a mini survey in meeting about the
possible decision before and after your
presentation - See if there is knowledge about the
product
4. Now after knowledge there might be disagreement
to Goal Consensus. Refer to slide about Absence of
Direction [optional]](https://image.slidesharecdn.com/drivedecisions-130917130203-phpapp02/75/Drive-decisions-9-2048.jpg)
![CustomerTrendswithAyeshaSaeed
www.CustomerTrendlog.com
Low Knowledge, High Consensus
The client knows a little about the impact of the
Decision, but have an internal consensus about it
How To Tackle:
1. Discuss their hypothesis. Discuss its impact, and
rationalize the way forward
2. If you are hypothesis testing proves hypothesis is
invalid. Suggest the alternate. Rationalize
3. This might lead to less consensus on the decision.
Refer to the Absence of Direction slide [Optional]
4. Conduct a mini survey in meeting about the
possible decision before and after your
presentation – See if there is consensus](https://image.slidesharecdn.com/drivedecisions-130917130203-phpapp02/75/Drive-decisions-11-2048.jpg)
Uploaded byAyesha Saeed Haq
Drive decisions
The document discusses why marketing research studies often end up on shelves unused. It suggests that this is because researchers focus on generating insights rather than insights that lead to decisions. It then provides tips for presenting research findings to clients based on their level of knowledge about the problem and consensus around potential solutions. Researchers are advised to provide clear recommendations, details to increase knowledge, and methods for building consensus among decision makers.
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Drive decisions
- 1. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com Why MR studiesend up on Shelves? 2013: The biggest concern marketing researchers has it to generate insights that leads to decisions
- 2.
- 3. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com coz we havebeen selling not 𝑥 + 𝑎 𝑛 = 𝑛 𝑘 𝑥 𝑘 𝑎 𝑛−𝑘 𝑛 𝑘=0 −𝑏 ± 𝑏2 − 4𝑎𝑐 2𝑎 𝑥 + 𝑎 𝑛 = 𝑛 𝑘 𝑥 𝑘 𝑎 𝑛−𝑘 𝑛 𝑘=0
- 4. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com Sell 𝑥 + 𝑎𝑛 = 𝑛 𝑘 𝑥 𝑘 𝑎 𝑛−𝑘 𝑛 𝑘=0 −𝑏 ± 𝑏2 − 4𝑎𝑐 2𝑎 𝑥 + 𝑎 𝑛 = 𝑛 𝑘 𝑥 𝑘 𝑎 𝑛−𝑘 𝑛 𝑘=0
- 5. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com 𝐶𝑜𝑛𝑓𝑖𝑑𝑒𝑛𝑐𝑒 𝑖𝑛 𝑎𝐷𝑒𝑐𝑖𝑠𝑖𝑜𝑛 = 𝑥 + 𝑎 𝑛 = 𝑛 𝑘 𝑥 𝑘 𝑎 𝑛−𝑘 𝑛 𝑘=0 −𝑏 ± 𝑏2 − 4𝑎𝑐 2𝑎 𝑥 + 𝑎 𝑛 = 𝑛 𝑘 𝑥 𝑘 𝑎 𝑛−𝑘 𝑛 𝑘=0
- 6.
- 7. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com Divide Your Clientinto a Decision Grid of knowledge and Goal Consensus
- 8. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com Low Knowledge, High Consensus HighKnowledge, High Consensus Low Knowledge, Low Consensus High Knowledge, Low Consensus Decision Making Knowledge Consensus Low High LowHigh
- 9. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com Low Knowledge, LowConsensus This clients/user is not sure about the research problem, neither about the solution How To Tackle: 1. Discuss Impact of top three decisions 2. Give Details, details and details about the top options 3. Conduct a mini survey in meeting about the possible decision before and after your presentation - See if there is knowledge about the product 4. Now after knowledge there might be disagreement to Goal Consensus. Refer to slide about Absence of Direction [optional]
- 10. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com High Knowledge, highConsensus: This clients/user knows what he wants to do. They might have additional budget. So consider this as a bonus to achieve your targets How To Tackle: 1. Understand why they are so sure about the decision, and suggest the same 2. If your findings suggest, that this decision is incorrect. Then refer to any of the top three slides based on your situation assessment
- 11. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com Low Knowledge, HighConsensus The client knows a little about the impact of the Decision, but have an internal consensus about it How To Tackle: 1. Discuss their hypothesis. Discuss its impact, and rationalize the way forward 2. If you are hypothesis testing proves hypothesis is invalid. Suggest the alternate. Rationalize 3. This might lead to less consensus on the decision. Refer to the Absence of Direction slide [Optional] 4. Conduct a mini survey in meeting about the possible decision before and after your presentation – See if there is consensus
- 12. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com High Knowledge, LowConsensus The client have too many or too less decision makers hence there is an absence of direction How To Tackle: 1. Provide a Clear Decision 2. Rationalize 3. Ask Questions before presentation investigating about points of difference. Elaborate those in the discussions 4. Conduct a mini survey in meeting about the possible decision before and after your presentation – See if there is consensus
- 13.
- 14. CustomerTrendswithAyeshaSaeed www.CustomerTrendlog.com For more discussionsabout Marketing Research Strategic Planning Account Planning Consumer Trends Pass by me @ www.customertrendlog.com Follow me@ @CustomerTrend Link with me @ http://www.linkedin.com/in/ayeshasaeed