Twitterversity: Training in the Principles of Market Research Project Management

Professional training and career development is an ongoing, continuous process. And tomorrow, there’s a great opportunity to keep that process going!

Be sure to join Kathryn Korostoff of Research Rockstar tomorrow, July 28th from 7am-3pm EST, for an exciting day of free market research training at MRXU, their Twitter-based market research training program.

Here’s the agenda for the day:

Class: Principles of Market Research Project Management
When: July 28, 7 am to 3 pm EST.
All times below are EST.

7 AM: Professor Kathryn Korostoff opens the event with, “A Question of Time: Setting Realistic Time Expectations with partners, colleagues and clients.” How long do different aspects of the research process really take?

8 AM: Professor Diane Hagglund will focus on, “Special Considerations for B2B Projects”, and will be available for Q&A via #MRXU

10 AM: Ten Project Management Tools.

11 AM: Professor Greg Timpany on, “Project Management 101: Tips for Beginners”, and will be available for Q&A via #MRXU

12 PM: Professor Michaela Mora on, “A Step by Step Guide to the Market Research Process”, and will be available for Q&A via #MRXU

2 PM: Hot Topics & Final Q&A. The Twitterversity will close with any follow-up on hot topics from the day. All POVs welcome!

Complete details can be found at Research Rockstar.

Follow along with your favorite Twitter client using the hashtag #MRXU. We’ll be there!

Clarity of Purpose

I was struck by a recent conversation I had with a senior executive at a large publicly-trade e-commerce company.  This person, a friend, is an intelligent and rightly-skeptical sort whose professional success came not from the endless recitation of homilies or from spouting corporate orthodoxies; instead, he is who he is- he works hard, is intelligent, and treats people well.  His differentiator is a rare commodity: clarity of purpose.

That was the thread that tied together all of his exuberant comments about his company- that the organization has clarity of purpose and at every moment, at every juncture knows what it wants to accomplish for its customers and itself.  Every artifact build inside the company has to accrue to one or more of the immutable principles that form the foundation of the company and to which the employees have an abiding commitment.
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Knowledge Transmission

The dearth of Knowledge Transmission is the single-biggest problem afflicting the corporate world. Today’s organization is no different than yesterday’s as regards its ability to flow towards a configuration that impedes the progress of great ideas. This is the result of the malaise induced by middle-management which intercedes in favor of stasis versus change, thereby destroying ideas as they germinate. The real decision makers at the top, while not blameless, never get exposure to the brilliance that emanates from line-employees.

The ethos of majorities is almost always conservative. Elements of skepticism and irreverence are ground to a pulp in the process of “fitting in.” Winning favor in the traditional way is tantamount to ceding control of one’s own thought-process.

Couple this with the notion that great ideas come from outliers and you have a deadly combination: the modern version of The Peter Principle. Those who do rise, do so by whittling away at their own individuality. Those who don’t are often brilliantly iconoclastic and in their mental laboratories, ideas are generated at a rapid pace. But whither these ideas? They are destroyed early. Idea infanticide is a common trait in today’s corporation.

This is not yet another plea for crowdsourcing ideas. Instead, it’s a philosophical warning to anyone who wants the corporation to evolve and to be more, well, humane.

The Tyranny of the Majority

The British Pacifist Arthur Ponsonby one said that “in wars it is the minorities that are generally right.”  In fact, throughout history, humanists have held that societies can be judged by the way minorities are treated.  The obverse of this is the notion of “the tyranny of the majority” in which by dint of numbers, a particular point of view wins.  It’s the logic of the Gadarene Swine.

The Corporate world is beset and burdened with this logic; its employees are bludgeoned into pulp.  It’s the bed of Procrustus.

While phrases like “the IBM Way” might seem laughable now, I believe that any of us would be hard-pressed to find a company of any appreciable size that doesn’t have its only homogenizing logic and culture.  Outliers are cut down to size.  Artists are told to put away their brushes.  Books are burned.

The ironic part is that in the long run, the corporate commissars and their willing executioners are the ones who suffer far more than the artists, outliers, minorities, and authors.  Those people typically find a place of happiness- they leave and do their own things.  It’s the former group that stays and silently suffers, sometimes with knowledge of misery and sometimes without.

Next time you are assessing an employee and you find yourself thinking “he/she is not a good fit,” ask yourself if that is a good thing or a bad thing.

In the long run the “not a good fits,“ I surmise, who will provide more value and radiate more joy than the good fits.

Market Researcher as Business Anthropologist

A good Market Researcher is a good Business Anthropologist.  Or at least that’s what the MR professional should strive to be.

And he should work in India for at least two years to get REAL training.

Nuance is as important as data.  The interstices are as important as the nodes.  Data without deep context is 50% helpful and 50% problematic.  When MR becomes an exercise not only in narrow problem-solving but in culture and context creating, then we’ll sit in our rightful seat at the C-table.  In fact, we’ll create new seats for ourselves.
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So What?

Excited Market Researcher: I have some really amazing information on the correlation between propensity to buy our product and the level of technical certification of the buyer. When can I present my findings to you?

Sales Leader: Uh cool. We’ll see if my team has some cycles and will get back to you but not sure we can fit it in.

Excited Market Researcher: The fact is that this stuff is really good. We’ve been able to uncover some very strong associations and I think anyone at the company can benefit from these insights.

Sales Leader: Thanks bud. As I said, we’ll look into it. You know, my guys are slammed.

Excited Market Researcher: But…..

Sales Leader: Look man, great to hear you are doing cool research, but, really, so what?

Ever been in this position? Who do you think is missing the boat here?

I think both parties are committing the same crime, that of narrowness and lack of empathy.

If you can’t bridge your work to that of others, then you, by definition, will fail. If you don’t embed the “so what?” in your pitch then don’t even open your mouth.

And if you are too “busy” to get the gift of insights from someone passionate enough to share, then go flip burgers somewhere.

Seriously.

…A Three Hour Tour

Ever had a project at work that you thought would just take a little time and effort and turned out to engulf your life? One of those onions with infinite peels? A simple left turn that led you to an alternate universe?

I’ve had a few such instances and in each case the journey, while seemingly endless, was on balance really rewarding. You can bet that anytime there any problem so hairy that every time you find some success, a new vista to explore opens is one that is highly applicable to other situations. If you get closer to the solution (and if you actually find a solution) you will have undoubtedly moved the world forward just a little bit.

In a very real sense, the lack of desire to identify these problems and follow them to their wonderful conclusion is the problem with corporate America. It’s easier to pull up short, to get tired, to retreat to the quotidian tasks of everyday-work.

My suggestion to every professional is to identify that White Whale and to go after it. But instead of slaying it, catch its song.

How to Present Research Data in a Way that Inspires Action

It’s one thing to collect data and feedback – but quite another to analyze and present the data in a way that is clear and inspires action.

The Power Presentation Outline

Here’s a presentation outline that you can use the next time you have to put together a killer presentation using research data.
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War for Talent

At the Web 2.0 Summit kicking off today, Eric Schmidt of Google discussed the “war for talent” faced by companies in high-tech and especially in advertising-based high-tech. It got me thinking about Market Research and what would create a real “war for talent” in this space. Is it a supply and demand issue; that is, is the “need” for this war dictated by the imbalance between the need for and supply of talented professionals? Or is this something else at play?

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Accountability

A much used word but not practiced often enough in business, accountability is the simple act of taking responsibility for your actions.

In a casual discussion with someone over a drink today, we were laughing over the phrase “success has many fathers while failure is an orphan” in the context of a program that several people claimed success for. We all know people that are apparently the brains or inspiration behind successful ventures or programs of various kinds. Rarely ever do you see people owning up to something that went wrong.

This is interesting and more than just a philosophical discussion about what is ethical or the right thing to do. My personal belief is that showing accountability in the face of unpleasant circumstances is a terrific business tactic. We’ve all faced situations where things went wrong for any number of reasons and blame starts flying around.  The norm in such a situation is for the client to pillory the vendor/agency and the agency to bad-mouth the client behind their back. The relationship is over, client moves on and has to restart, agency loses a customer and associated NPV as well as what may be their most important asset – their reputation.
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