Aligning Research & Strategy

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Aligning Research & Strategy

  1. 1. Aligning Research & Strategy Tara Anne Michels, Ph.D. AMA Cincinnati/MR SIG November 30, 2011
  2. 2. <ul><li>strat·e·gy </li></ul><ul><li>[strat-i-jee] </li></ul><ul><li>a plan or method for obtaining a  specific goal   or result </li></ul><ul><li>re·search </li></ul><ul><li>[ree-surch]  </li></ul><ul><li>to make an extensive investigation </li></ul>Define Tara Anne Michels, Ph.D.
  3. 3. Must have a … Tara Anne Michels, Ph.D.
  4. 4. Naysayers <ul><li>&quot;It’s not the consumer’s job to know what they want.&quot; </li></ul>Tara Anne Michels, Ph.D.
  5. 5. Is This Your Client? Tara Anne Michels, Ph.D.
  6. 6. Obstacles Tara Anne Michels, Ph.D.
  7. 7. Teamwork Tara Anne Michels, Ph.D.
  8. 8. Be Specific Tara Anne Michels, Ph.D.
  9. 9. Beef up the question <ul><li>Vague Question: What is important to customers? </li></ul><ul><li>Specific Question: What specific needs does this product or service fulfill? </li></ul>Tara Anne Michels, Ph.D.
  10. 10. Right- or Left-Brained Tara Anne Michels, Ph.D.
  11. 11. Quant Qual Tara Anne Michels, Ph.D.
  12. 12. Exploration Tara Anne Michels, Ph.D.
  13. 13. Explanation Tara Anne Michels, Ph.D.
  14. 14. Analyzing Data Tara Anne Michels, Ph.D.
  15. 15. Interpretation “ Facts are available to everyone; it is interpretation and implementation that is key.”  Ric Simcock, M&M Mars Tara Anne Michels, Ph.D.
  16. 16. Which do you see first? Tara Anne Michels, Ph.D.
  17. 17. Strategic Marketing Research <ul><li>Identify Goals </li></ul><ul><li>Build Trust </li></ul><ul><li>Be specific with Questions </li></ul><ul><li>Use Appropriate Methodology </li></ul><ul><li>Interpret Data </li></ul><ul><li>Make Strategic Recommendations </li></ul>Tara Anne Michels, Ph.D.

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