In This Issue
Thank you to those who made time to see us at The Market Research Event earlier this month! It was great to see you in Vegas, baby!Las Vegas is the only place I know where money really talks — it says “Goodbye.”—Frank SinatraQuestions? Click here to send us an email with your request.
- Vol. 14, Issue 8, November 2019
In This Issue
Since the Thanksgiving season is upon us, we thought this would be the appropriate time to thank all of you for your friendship and your business with CSR over the years.
Read on for our heartfelt ode to both Thanksgiving and market research in the following installment of Research with a Twist, called, Thanks-Market Giving-Research!
I love all holidays, and celebrate them to the full extent of the law. Yes, in fact, the law does come into play for things like fireworks on July 4th, and zoning laws for Christmas decorations.
I’d like to make the case, though, that Thanksgiving is the best holiday of the year. And of course, like all things, it’s also very much connected to market research:
1. Most people are happiest when there are no design changes
My husband makes the pumpkin and pecan pies. I make the mashed sweet potatoes, the stuffing and the turkey. Aunt Elaine makes this mean, spicy, gin-infused cranberry chutney that is always a big hit; my Uncle Ed, in a nod to our Italian heritage, often brings a pasta starter; and others bring the green bean casserole and other vegetables. Pretty much every year, like clockwork, this happens. It’s always scrumptious and satisfying.
In this way, Thanksgiving is like the tracking study of research. You have to pay attention to ensure high-quality results, but most people “at the table” are happiest when they know the menu hasn’t been changed from year to year!
2. You don’t need to pay cash to have a successful day
On one hand, I do love shopping for gifts. It’s incredibly satisfying to pick just the right one, like when I bought that Dooney and Bourke Patriots wallet for my niece, and filled it with dollar bills. She still talks about that with awe in her voice, several years later. But on the other hand, I’m relieved that Christmas comes just once a year, giving both me and my credit card a break.
In this way, Thanksgiving is like the executive summary of results that we send to our best B2B research participants, instead of stipends. It doesn’t cost much more than time and labor, but it’s often just as meaningful and satisfying as a large stipend (or a high-end Patriots wallet filled with money).
3. Misleading and biased discussions are banned from the table
Some holidays are famously problematic, because as adults, we know that what we tell children is not literally true. Like, Santa Claus does not live at the North Pole (he lives in Lapland, Finland), and the Easter bunny is not actually chocolate (duh, then how would he be able to bring the eggs?). Thanksgiving is great because we don’t have to lie, although, we might have to hold our tongues during political debates with our relatives over dinner.
In this way, Thanksgiving is most like market research. All we really want with our surveys and interviews is the truth as best someone can communicate that to us. But, we don’t want some participants biasing others in the “group”, so we are fine if you’d like to keep those political opinions to yourselves. We will, too. ☺
Here’s the Twist: No twist for Thanksgiving – just Thanks. Thank you to everyone for reading our newsletter, for being great researchers, and for working with us over the years! We deeply appreciate it, and wish you a wonderful holiday season.
Mixology (Putting Research into Practice)
In the spirit of Thanksgiving, here are three ways to say “thank you” to your research participants that go beyond cash:
- Summary of research results: As noted above, many B2B research participants, especially those who are highly compensated, prefer research insights over financial rewards.
- Membership on an “Advisory Board”: Everyone loves to give their opinions. So, to be invited to participate on a “Board” that gives “Advice”? That’s golden.
- A meaningful book: Many of our B2B research participants appreciate receiving books on a variety of business-focused topics, such as leadership, strategy, or innovation.
Thank you to those who made time to see us at The Market Research Event earlier this month! It was great to see you in Vegas, baby!
The Center for Strategy Research, Inc. (CSR) is a research firm. The “Twist” to what we offer is this: We combine open-ended questioning with our proprietary technology to create quantifiable data. As a result our clients gain more actionable and valuable insights from their research efforts.