Make Your Market Research Work for You!

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Make Your Market

Research Work for You!

AMADC – How-To Series: January 17, 2012

Jonathan Larsen

Managing Partner, Larnish & Associates Tom Quash, CAE


What Prompted us to Prepare

this Session?

S Two marketers from different sides of the table sharing their collective experience on what has/has not worked.

S Money spent on market research that is never used in the implementation process.

S Marketing plans and high-priced strategy that is hunch based vs. research based. Hunches are great but they are better when they have some level of research to back them up.

S The power of market research is HUGE… Tom has been converted from hunch to research based.



What Will You Get Out of

this Presentation?

S A new appreciation for the value of market research. S A new way of looking at your market research.

S Tips on how to implement your research.



The Break Up




S What do you think are some of the most important lessons from this video?



Additional Lessons

to be Learned…

S Listen to the customer S Don’t make assumptions

S Ask the customer what they want from you S Deliver by showing them you are listening S Continue to pay attention to their needs

S Evolve your brand and offerings in line with customer evolution



Get to Know “Data”

The Top Performing Employee, You Never

Knew You Had.

S Reading and assessing market research is a way of thinking. S It’s inherent but can also be taught.

S This way of thinking can also be an exercise you conduct

regularly with your team. Don’t just read the surface of research, understand what “data” is telling you and make decisions




The Art of Market Research

S The Pitch (Planning) – What is the Need? Which Communities

are you Measuring? Are all Stakeholders Involved in the Planning?

S The Hit (Execution) – Which Methodologies are Involved? Are

you Prepared to be Responsive Mid Stream, if Necessary?

S The Catch (Analysis) – Are You Identifying what Truly Lies in

the Results? Can you Challenge your Organization’s Assumptions?

S The Homerun! (Action) – You’ve got the Results; Now What?



Household Brands Ignoring Data

and/or NOT Using it Effectively

S Not Too Big to Fail: Blockbuster, Netflix

S The Customer is Always Right: Bank of America, Verizon S Too Little, Too Late: Borders, Circuit City

S Big-Time Blunders: Coca-Cola

The Exception: Apple – they seem to be able to do whatever they want based on the notion of “we just create products that

people want.”



Case Study - AWHONN

S 24,000 member non-profit S 58 staff

The Pitch: Brand perception analysis among members and prospects

Are we still on track? How can we improve?

The Hit: Focus groups, e-surveys, telephone and in-person interviews

What happens when interviews suggest we are alienating a potential new market? Are we ready to shift gears with the research?



The Catch: Analysis

S Change the name of the organization?

S What were AWHONN’s strengths? Weaknesses? S Missteps?

S New Opportunities



Homerun! Action!

S New logo and tagline

S New messaging with membership marketing S Brand consistency

S Solicitations to new audiences



Modernization &

Communicating The Mission



Case Study - WICT

S 9,000 members, non profit S 12-15 staff

S Mission focused on leadership development for women in the cable industry

S Companies supporting the association are competitive with one another; visibility is key



Annual Industry Survey:

The PAR Initiative

S P = Pay equity

S A = Advancement opportunities

S R = Resources for work/life support

S Seven of the top nine Cable Operators participate

S Eighteen of the top 20 Cable Programmers participate



Presentation of the Research

PAR executive report cover PAR report interior



Best Companies Report &

PAR Newsletter Cover




Final Thoughts

S Get an ROI from “Data.” Don’t just let him sit around collecting dust. S Research doesn’t have to be complicated to be effective. The most simple

survey can yield measurable results.

S Research is a fluid process: Takeaways or follow-up ideas may occur during

the earliest stages of the process.

S After the Analysis, it's time for Action: Ensure you do SOMETHING with

the results you've captured.

S Sustainability can’t occur without proper planning, knowing your market,

its trends, and future wants. Properly using research is the key to your future success!




Jonathan Larsen Managing Partner

Larnish & Associates, Inc.

Tom Quash, CAE

Vice President of Marketing AWHONN





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