Q AND D

A80pxtreequick and dirty piece of advice this week for any quick and dirty market research you might be running.

The phrase ‘quick and dirty’ has popped up again and again over the last few days. Is it seasonal? (It’s even been used to me about running a workshop to help a large team re-define their role. I think that’s rather a slow and clean topic, don’t you?)

But if something has to happen fast, then it has to happen fast.

So how to make it count?

If it’s to be quick and dirty research, them let’s be quick and .. machiavellian.

1. Include something qualitative. However binary your boss, however wedded to numbers this boss may be, run some sort of extended group discussion. Assemble work colleagues if talking to customers is too costly: but engage in something open ended that involves conversation and messy old opinions. You’ll get context, you’ll get themes, and it will help you make up your own mind.

There’ll be a huge benefit in understanding and confidence (yours), yet it’s ..quick.

2. Include respondents who hate your company, or your brand, or your people, or your ideas. Or indeed hate the whole package. As a friend said pulling a rather right-wing newspaper from his backpack – ‘How else can you find out what the enemy is thinking?’.

What you hear and find out may sting, but it is true data. It is the missing half of what your enterprise is about. And in marketing terms, you may even discover common ground that you can exploit. If you have little money and time, just make sure that you know your ‘enemy’ as well as you know yourself.

I noticed that Owen Jones, a strong Jeremy Corbyn supporter is conducting a series of interviews with real opponents. He’s finding out much more that he would by talking to those in the tribe.  (eg Owen Jones: “‘The UK is finished’ | Owen Jones meets Peter Hitchens”. https://www.youtube.com/watch?v=tTu3gVvm_K8&feature=em-subs_digest )

Clever him.

‘Quick and dirty’ can be incredibly valuable. Just venture over that ‘us & them’ line.

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