{"id":9471,"date":"2017-08-08T11:47:00","date_gmt":"2017-08-08T09:47:00","guid":{"rendered":"https:\/\/proweb.p.blends.be\/?p=9471"},"modified":"2025-03-12T10:14:14","modified_gmt":"2025-03-12T09:14:14","slug":"get-better-market-insights-by-asking-better-questions","status":"publish","type":"post","link":"https:\/\/pointerpro.com\/blog\/market-insights\/","title":{"rendered":"Get better market insights by asking better questions"},"content":{"rendered":"\n<style>\n    #section-Z2d2hMx {\n        padding-top: 2.8rem;\n        padding-bottom: 6rem;\n    }\n\n    @media (min-width:1024px ) {\n        #section-Z2d2hMx {\n        ;\n        ;\n        }\n    }\n\n    <\/style>\n\n<!-- if container is fluid -->\n<div class=\"full-width\" style=\"position: relative; opacity: 100%; background-color: #421f3c;\">\n    <div class=\"container-xl lazyblock-section lazyblock-section-Z2d2hMx-container  #421f3c custom-padding \" id=\"section-Z2d2hMx\"\n    style=\"opacity: 100%; background-color: #421f3c;\">\n                            <div class=\"section-bg-color\"\n                 style=\"opacity: 100%;\"><\/div>\n                <div class=\"row justify-content-center px-0 mx-0\">\n                <div class=\"col-lg-10 px-0 custom-padding row\">\n                    \n\n<style>\n    #heading-NVrQU .heading h1 {\n        color: #ffffff;\n        font-size: 3.125rem;\n        line-height: 4rem !important;\n    }\n\n    #heading-NVrQU {\n        margin-top: 0rem;\n        margin-bottom: 2rem;\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        #heading-NVrQU {\n            margin-left: 0;\n            margin-right: 0;\n        }\n\n        .single #heading-NVrQU .heading h1 {\n            line-height: 3rem !important;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-heading-1-container lazyblock-heading-1-NVrQU  px-0\" id=\"heading-NVrQU\">\n    <div class=\"row heading lazyblock-heading-1 justify-content-start  lazyblock-heading-1-NVrQU\">\n        <div class=\"col-12 col-lg-12 text-start \">\n            <a class=\"heading-1-anchor heading-anchor\" id=\"get-better-market-insights-by-asking-better-questions\"><\/a>\n            <h1>Get better market insights by asking better questions<\/h1>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n<style>\n    #heading-ZjhnMQ .heading h2 {\n        color: #f5f5f5;\n        font-size: 1.25rem;\n        line-height: 1.5rem !important;\n    }\n\n    #heading-ZjhnMQ {\n        margin-top: 0rem;\n        margin-bottom: 0rem;\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        #heading-ZjhnMQ {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-heading-2-container lazyblock-heading-2-ZjhnMQ date-and-author-container px-0\" id=\"heading-ZjhnMQ\">\n    <div class=\"row heading lazyblock-heading-2 justify-content-start date-and-author lazyblock-heading-2-ZjhnMQ\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <a class=\"heading-2-anchor heading-anchor\" id=\"written-august-8-2017-by-suzanne-van-gompel\"><\/a>\n            <h2>Written August 8, 2017, by Suzanne Van Gompel<\/h2>\n        <\/div>\n    <\/div>\n<\/div>\n\n                <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n<!-- end -->\n\n<!-- if container is MD -->\n<!-- end -->\n\n\n\n\n<style>\n    #section-hgwuz {\n        padding-top: 2.8rem;\n        padding-bottom: 2.8rem;\n    }\n\n    @media (min-width:1024px ) {\n        #section-hgwuz {\n        ;\n        ;\n        }\n    }\n\n    <\/style>\n\n<!-- if container is fluid -->\n<div class=\"full-width\" style=\"position: relative; opacity: 100%; background-color: #ffffff;\">\n    <div class=\"container-xl lazyblock-section lazyblock-section-hgwuz-container  #ffffff custom-padding \" id=\"section-hgwuz\"\n    style=\"opacity: 100%; background-color: #ffffff;\">\n                            <div class=\"section-bg-color\"\n                 style=\"opacity: 100%;\"><\/div>\n                <div class=\"row justify-content-center px-0 mx-0\">\n                <div class=\"col-lg-10 px-0 custom-padding row\">\n                    \n\n<style>\n    .lazyblock-content-11szyA p,\n    .lazyblock-content-11szyA p a,\n    .lazyblock-content-11szyA h1,\n    .lazyblock-content-11szyA h2,\n    .lazyblock-content-11szyA h3,\n    .lazyblock-content-11szyA h4,\n    .lazyblock-content-11szyA h5 {\n        color: ;\n    }\n\n    #content-11szyA {\n        margin-top: 0rem;\n        margin-bottom: 0rem;\n    }\n\n    #content-11szyA {\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        .p-0 {\n            padding: 1rem !important;\n        }\n        #content-11szyA {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-content-container lazyblock-content-11szyA-container  px-0 \"\n     id=\"content-11szyA\">\n    <div class=\"row lazyblock-content justify-content-start  lazyblock-content-11szyA\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <p>Again and again, brand and audience research manages to provide \u201cinformation\u201d, but little to no insight. Even more rarely it actually inspires to make useful adjustments.<\/p>\n<p>How come research still so often misses its point?\u00a0And how do you put quality above quantity?<\/p>\n<p>Advertising guru\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/David_Ogilvy_(businessman)\">David Ogilvy<\/a>\u00a0already noted in the 60s:<br \/><i>\u201cI notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post: for support, rather than for illumination.\u201d<\/i><\/p>\n<p>Fast forward 50 years and you\u2019ll notice that little has changed. The way in which research results are used sometimes is questionable. On top of that: How things are being measured is often reason enough to make you squirm.<\/p>\n<p>As a result, many research investments provide \u201cinformation\u201d but very little useful market insights in the world of the customers, let alone inspire the right follow-up (like smart product or service adjustments, policy, marketing or communication strategy).<\/p>\n<h2><span style=\"font-size: 2.5rem; color: #421f3c;\">Don\u2019t tell your boss what he wants to hear\u200b<\/span><\/h2>\n<p>Consumers\/citizens get an astonishing amount of nonsensical market research surveys a year. The alarming truth is that even renowned market research agencies and institutions are guilty of this.<\/p>\n<p>When setting up research one simple rule applies:\u00a0<i>Garbage in, garbage out<\/i>. And trust me,\u00a0<i>there\u2019s a lot of garbage out there<\/i>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9473\" src=\"https:\/\/proweb.p.blends.be\/wp-content\/uploads\/Good-first-picture2-768x600-1.jpg\" alt=\"\" width=\"768\" height=\"600\" \/><\/p>\n<p>I live in the Netherlands, and recently I was asked to \u201cgive my opinion on the neighborhood\u201d. Like most residents, I was excited. What surprised me: the most notorious problems (marine litter, congestion, Airbnb) were not even mentioned.<\/p>\n<p>However, what I could state my opinion on was whether I\u2019d like to talk to a home coach (?), if I know the phenomenon \u201cneighborhood restaurant\u201d and on which days I can take out the garbage. I had very little room to voice my opinion, which is what audience insights are all about.<\/p>        <\/div>\n    <\/div>\n<\/div>\n\n                <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n<!-- end -->\n\n<!-- if container is MD -->\n<!-- end -->\n\n\n\n\n<style>\n    #section-AX5Fd {\n        padding-top: 2.8rem;\n        padding-bottom: 1.8rem;\n    }\n\n    @media (min-width:1024px ) {\n        #section-AX5Fd {\n        ;\n        ;\n        }\n    }\n\n    <\/style>\n\n<!-- if container is fluid -->\n<div class=\"full-width\" style=\"position: relative; opacity: 100%; background-color: #f5f5f5;\">\n    <div class=\"container-xl lazyblock-section lazyblock-section-AX5Fd-container  #f5f5f5 custom-padding \" id=\"section-AX5Fd\"\n    style=\"opacity: 100%; background-color: #f5f5f5;\">\n                            <div class=\"section-bg-color\"\n                 style=\"opacity: 100%;\"><\/div>\n                <div class=\"row justify-content-center px-0 mx-0\">\n                <div class=\"col-lg-10 px-0 custom-padding row\">\n                    \n\n<style>\n    #heading-1udhQP .heading h2 {\n        color: #421f3c;\n        font-size: 2.5rem;\n        line-height: 3rem !important;\n    }\n\n    #heading-1udhQP {\n        margin-top: 1rem;\n        margin-bottom: 1rem;\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        #heading-1udhQP {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-heading-2-container lazyblock-heading-2-1udhQP  px-0\" id=\"heading-1udhQP\">\n    <div class=\"row heading lazyblock-heading-2 justify-content-start  lazyblock-heading-2-1udhQP\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <a class=\"heading-2-anchor heading-anchor\" id=\"what-you-dont-ask-you-dont-hear\"><\/a>\n            <h2>What you don\u2019t ask, you don\u2019t hear\u200b<\/h2>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n<style>\n    .lazyblock-content-Z2ihY2Q p,\n    .lazyblock-content-Z2ihY2Q p a,\n    .lazyblock-content-Z2ihY2Q h1,\n    .lazyblock-content-Z2ihY2Q h2,\n    .lazyblock-content-Z2ihY2Q h3,\n    .lazyblock-content-Z2ihY2Q h4,\n    .lazyblock-content-Z2ihY2Q h5 {\n        color: ;\n    }\n\n    #content-Z2ihY2Q {\n        margin-top: 0rem;\n        margin-bottom: 0rem;\n    }\n\n    #content-Z2ihY2Q {\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        .p-0 {\n            padding: 1rem !important;\n        }\n        #content-Z2ihY2Q {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-content-container lazyblock-content-Z2ihY2Q-container  px-0 \"\n     id=\"content-Z2ihY2Q\">\n    <div class=\"row lazyblock-content justify-content-start  lazyblock-content-Z2ihY2Q\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <p>The marketing research process of the Municipality Amsterdam is similar to a doctor who asks his patient with pneumonia whether her feet hurt. When she says no he concludes \u201cThere is no need to worry, you are perfectly fine\u201d. What you don\u2019t ask, you don\u2019t hear.<\/p>\n<p>The most hilarious part was a participation in the research survey wasn\u2019t limited to the residents. Anyone who knew the postal code could participate. Even parties who benefited from an \u2018Everything\u2019s fine, most residents are already super happy\u2019-conclusion (like the notorious beer-bike operators).<\/p>        <\/div>\n    <\/div>\n<\/div>\n\n                <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n<!-- end -->\n\n<!-- if container is MD -->\n<!-- end -->\n\n\n\n\n<style>\n    #section-Z1AL6zA {\n        padding-top: 2.8rem;\n        padding-bottom: 2.8rem;\n    }\n\n    @media (min-width:1024px ) {\n        #section-Z1AL6zA {\n        ;\n        ;\n        }\n    }\n\n    <\/style>\n\n<!-- if container is fluid -->\n<div class=\"full-width\" style=\"position: relative; opacity: 100%; background-color: #ffffff;\">\n    <div class=\"container-xl lazyblock-section lazyblock-section-Z1AL6zA-container  #ffffff custom-padding \" id=\"section-Z1AL6zA\"\n    style=\"opacity: 100%; background-color: #ffffff;\">\n                            <div class=\"section-bg-color\"\n                 style=\"opacity: 100%;\"><\/div>\n                <div class=\"row justify-content-center px-0 mx-0\">\n                <div class=\"col-lg-10 px-0 custom-padding row\">\n                    \n\n<style>\n    #heading-1msGhp .heading h2 {\n        color: #421f3c;\n        font-size: 2.5rem;\n        line-height: 3rem !important;\n    }\n\n    #heading-1msGhp {\n        margin-top: 1rem;\n        margin-bottom: 1rem;\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        #heading-1msGhp {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-heading-2-container lazyblock-heading-2-1msGhp  px-0\" id=\"heading-1msGhp\">\n    <div class=\"row heading lazyblock-heading-2 justify-content-start  lazyblock-heading-2-1msGhp\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <a class=\"heading-2-anchor heading-anchor\" id=\"do-you-want-to-know-what-your-customers-deem-important-or-do-you-want-to-confirm-your-self-image\"><\/a>\n            <h2>Do you want to know what your customers deem important, or do you want to confirm your self-image?\u200b<\/h2>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n<style>\n    .lazyblock-content-1lo2Ve p,\n    .lazyblock-content-1lo2Ve p a,\n    .lazyblock-content-1lo2Ve h1,\n    .lazyblock-content-1lo2Ve h2,\n    .lazyblock-content-1lo2Ve h3,\n    .lazyblock-content-1lo2Ve h4,\n    .lazyblock-content-1lo2Ve h5 {\n        color: ;\n    }\n\n    #content-1lo2Ve {\n        margin-top: 0rem;\n        margin-bottom: 0rem;\n    }\n\n    #content-1lo2Ve {\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        .p-0 {\n            padding: 1rem !important;\n        }\n        #content-1lo2Ve {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-content-container lazyblock-content-1lo2Ve-container  px-0 \"\n     id=\"content-1lo2Ve\">\n    <div class=\"row lazyblock-content justify-content-start  lazyblock-content-1lo2Ve\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <p>The same story unfolded this past weekend. I got a questionnaire regarding my most favorite theater festival. Even to me, a hardcore-fan, the questions (like 20 reputation related questions about the \u201cfestival as a whole\u201d proved to be a challenge.<\/p>\n<p>I was asked if I found an aspect such as \u201cmarveling\u201d, \u201cexcessive\u201d and \u201ctouching\u201d apply to the festival as a whole. Well, despite my love for the festival I never even thought about the listed \u201caspects\u201d. Much less they had any influence on my visit to, and love for the festival.<\/p>\n<p>What does it matter whether visitors find the festival \u201cexcessive\u201d or not? (what do they even\u00a0<i>mean<\/i>\u00a0by this?) And what use is it to the festival knowing I find their reputation \u201ccelebratory\u201d?<\/p>\n<p><strong>More interesting marketing research questions would be:<\/strong><\/p>\n<ul>\n<li>How important do you deem the reputation of a festival?<\/li>\n<li>How would you describe the festival\u2019s atmosphere?<\/li>\n<li>What gives it this celebratory atmosphere?<\/li>\n<li>Why does this feel more\/less celebratory than other festivals?<\/li>\n<li>What could the organization change to enhance this feeling?<\/li>\n<\/ul>\n<p>But that, of course, was never asked. I truly wonder what the organization gained from this research. To me, it mostly seems like subsidies which were thrown out of the window.<\/p>        <\/div>\n    <\/div>\n<\/div>\n\n                <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n<!-- end -->\n\n<!-- if container is MD -->\n<!-- end -->\n\n\n\n\n<style>\n    #section-Z1r9HNG {\n        padding-top: 2.8rem;\n        padding-bottom: 1.8rem;\n    }\n\n    @media (min-width:1024px ) {\n        #section-Z1r9HNG {\n        ;\n        ;\n        }\n    }\n\n    <\/style>\n\n<!-- if container is fluid -->\n<div class=\"full-width\" style=\"position: relative; opacity: 100%; background-color: #f5f5f5;\">\n    <div class=\"container-xl lazyblock-section lazyblock-section-Z1r9HNG-container  #f5f5f5 custom-padding \" id=\"section-Z1r9HNG\"\n    style=\"opacity: 100%; background-color: #f5f5f5;\">\n                            <div class=\"section-bg-color\"\n                 style=\"opacity: 100%;\"><\/div>\n                <div class=\"row justify-content-center px-0 mx-0\">\n                <div class=\"col-lg-10 px-0 custom-padding row\">\n                    \n\n<style>\n    #heading-ZUphcT .heading h2 {\n        color: #421f3c;\n        font-size: 2.5rem;\n        line-height: 3rem !important;\n    }\n\n    #heading-ZUphcT {\n        margin-top: 1rem;\n        margin-bottom: 0rem;\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        #heading-ZUphcT {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-heading-2-container lazyblock-heading-2-ZUphcT  px-0\" id=\"heading-ZUphcT\">\n    <div class=\"row heading lazyblock-heading-2 justify-content-start  lazyblock-heading-2-ZUphcT\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <a class=\"heading-2-anchor heading-anchor\" id=\"14-statements-about-an-abrasive-pad-brand-seriously\"><\/a>\n            <h2>14 statements about an abrasive pad brand, seriously?\u200b<\/h2>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n\n<style>\n    .lazyblock-content-1Qtpqn p,\n    .lazyblock-content-1Qtpqn p a,\n    .lazyblock-content-1Qtpqn h1,\n    .lazyblock-content-1Qtpqn h2,\n    .lazyblock-content-1Qtpqn h3,\n    .lazyblock-content-1Qtpqn h4,\n    .lazyblock-content-1Qtpqn h5 {\n        color: ;\n    }\n\n    #content-1Qtpqn {\n        margin-top: 0rem;\n        margin-bottom: 0rem;\n    }\n\n    #content-1Qtpqn {\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        .p-0 {\n            padding: 1rem !important;\n        }\n        #content-1Qtpqn {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-content-container lazyblock-content-1Qtpqn-container  px-0 \"\n     id=\"content-1Qtpqn\">\n    <div class=\"row lazyblock-content justify-content-start  lazyblock-content-1Qtpqn\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <p>Sadly the example of the festival-questionnaire isn\u2019t the only one of its kind. This \u201cactive knowledge\u201d customers have of products, brands, organizations and subjects is often severely overestimated.<\/p>\n<p><span style=\"font-size: 16px; color: #333333;\"><b>Let\u2019s face it: the heads of consumers are bursting with information.<\/b><\/span><\/p>\n<p>Even if they save some information about a brand, this mostly consists of nothing more than a couple key words, a few images, a feeling.<\/p>\n<p>At the same time, marketers and research agencies do not back down to give a respondent 20 to 30 statements about far-fetched reputations and personality traits. Well, when you ask someone a question, they\u2019ll answer, even if it\u2019s about something they have absolutely no opinion about.<\/p>\n<p>But what does this tell you about their active experience with you? Barely anything.<\/p>\n<h2><span style=\"font-size: 2.5rem; color: #421f3c;\">Measure the change you\u2019d like to see<\/span><\/h2>\n<p>Measuring brand goals (knowledge, image) which are not relevant to your customers or goals do not have any meaning. Rather, focus on operationalizing aspects which really matter and are actually leading in your communication<\/p>\n<p>At what performance or image aspects would you like to score high or higher? Towards which change of brand knowledge and feel are you pushing your communication? What are the most important image aspects which you\u2019d like to change, where do you wanna keep your lead?<\/p>\n<h2><span style=\"color: #421f3c; font-size: 2.5rem;\">What good is an opinion if you don\u2019t know what\u2019s behind it?<\/span><\/h2>\n<div>\n<p>Another problem of gaining market insights is the questions aren\u2019t straight forward enough.<\/p>\n<p>What can you answer to statements along the lines of \u201cThis product is completely contemporary\u201d. or : \u201cThis is a product which suits me\u201d. And even if I\u2019d answer \u201cyes\u201d, what market insights do you actually get?<\/p>\n<p><strong>Fair enough,<\/strong> you know to what extent customers consider your product replaceable or special. But the question remains whether the answer actually helped you to figure this out: \u201cDo you agree brand X is unique?\u201d if 80% answers yes to this, what do you actually know?<\/p>\n<h2><span style=\"color: #421f3c; font-size: 2.5rem;\">It only gets interesting at the \u201cWhy?\u201d<\/span><\/h2>\n<div>\n<p>The total score to the question \u201cIs this a product\/brand which suits me?\u201d provides little information. What\u2019s more interesting, however: \u201cWhy does someone think this butter with rejuvenating vitamins suits them so much \u2013 or why doesn\u2019t it?\u201d If I know why someone feels attracted to a product, this gives me audience insight into their driving forces.<\/p>\n<p>Why does someone see an advantage or improvement to their life in your product? Then we\u2019re talking. But the why-question is often ignored in quantitative research methods due to practical reasons (analyzing and quantifying the results). Once the results are in, there are almost never asked any supplementary questions.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-9475\" src=\"https:\/\/proweb.p.blends.be\/wp-content\/uploads\/Good-second-picture4-1024x669-1.jpg\" alt=\"\" width=\"1024\" height=\"669\" \/><\/p>\n<h2><span style=\"color: #421f3c; font-size: 2.5rem;\">Research, \u201cjust because you can\u201d or\u2026<\/span><\/h2>\n<p>Still a lot of money goes into industry monitors each year. These kind of researches remain relatively cheap, but often don\u2019t provide a lot of useful information.<\/p>\n<p>And, to be honest: do these yearly expenditures really justify their means? Do these help you to make decisions?<\/p>\n<p>Do you conduct a yearly evaluation because it grants you brand insights into your policy, marketing and communication strategy, or because you\u2019ve been doing it for years?<\/p>\n<p>What use is it to measure your reputation using generic characteristics? A couple of thousand euros a year to be part of an industry monitor may sound like a bargain, but if it doesn\u2019t provide you with anything useful, it\u2019s a rather foolish investment.<\/p>\n<h2><span style=\"color: #421f3c; font-size: 36px;\">How much certainty do numbers really give?<\/span><\/h2>\n<p>In numerous boardrooms the credo \u201cmeasurement brings knowledge\u201d still holds up. The measuring is preferably done in numbers: the\u00a0<i>lingua franca<\/i>\u00a0of the boardroom. Numbers are \u2018real\u2019. When the numerical scores of vague statements are presented almost no one ever wonders what they\u2019re actually listening to. If it fits a number, it\u2019s got to be true.<\/p>\n<p>\u201cThe fact 80 percent of respondents think our brand is unique (while last year this was only 75 percent, hooray!) gives 10 points to marketing! So, we\u2019ll repeat the same useless research next year.\u201d Now tell me, who\u2019s fooling who again?<\/p>\n<p>Numbers certainly give information and a pretence of accuracy, but not necessarily useful insight. Not everything boils down to numbers. A deep understanding from qualitative research is often dismissed as unreliable (\u201cHow can you know, based on only 16 interviews\u2026\u201d).<\/p>\n<p>Well, if you launch a failure onto the market (or lose an election) based off of quantitative nonsense it suddenly becomes a whole less foggy. And especially: financially noticeable.<\/p>\n<p>The importance of thorough qualitative research during each phase of policy or concept development can\u2019t be stressed enough. Only this approach will grant you an understanding of what drives your target audience, fuels them, or prevents them to choose your product, service, party or policy.<\/p>\n<h2><span style=\"font-size: 2.5rem; color: #421f3c;\">Information without insight grants you absolutely nothing<\/span><\/h2>\n<div>\n<p>In short, quality beats quantity. Go big or go home.<\/p>\n<ol>\n<li><strong>Only use the most important questions.<\/strong> Start with a clear goal: what do you want to know? Why are the answers to these questions important? What future decisions does the research have to support?<\/li>\n<li>Don\u2019t be fooled by numbers.\u00a0<strong>Qualitative scores by themselves are not enough,<\/strong> you have to know what\u2019s underneath.<\/li>\n<li>If you use a quantitative research method, do it in a qualitative way.<strong>\u00a0It\u2019s better to operationalize 1 or 3 components of your reputation, than 20 who are just \u201cmeh\u201d.<\/strong><\/li>\n<li><strong>Stop throwing money at industry monitors<\/strong>\u00a0because you\u2019ve been doing it for years.<\/li>\n<\/ol>\n<p>To what extent do you see chances to optimize your marketing research process? I\u2019m curious.<\/p>\n<\/div>\n<\/div>\n<div>\u00a0<\/div>\n<\/div>        <\/div>\n    <\/div>\n<\/div>\n\n                <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n<!-- end -->\n\n<!-- if container is MD -->\n<!-- end -->\n\n\n\n\n<style>\n    #section-xyxh0 {\n        padding-top: 2.8rem;\n        padding-bottom: 2.8rem;\n    }\n\n    @media (min-width:1024px ) {\n        #section-xyxh0 {\n        ;\n        ;\n        }\n    }\n\n    <\/style>\n\n<!-- if container is fluid -->\n<div class=\"full-width\" style=\"position: relative; opacity: 100%; background-color: #ffffff;\">\n    <div class=\"container-xl lazyblock-section lazyblock-section-xyxh0-container  #ffffff custom-padding \" id=\"section-xyxh0\"\n    style=\"opacity: 100%; background-color: #ffffff;\">\n                            <div class=\"section-bg-color\"\n                 style=\"opacity: 100%;\"><\/div>\n                <div class=\"row justify-content-center px-0 mx-0\">\n                <div class=\"col-lg-10 px-0 custom-padding row\">\n                    \n\n<style>\n    #section-ZkPlMD {\n        padding-top: 2.8rem;\n        padding-bottom: 0rem;\n    }\n\n    @media (min-width:1024px ) {\n        #section-ZkPlMD {\n        ;\n        ;\n        }\n    }\n\n    <\/style>\n\n<!-- if container is fluid -->\n<div class=\"full-width\" style=\"position: relative; opacity: 100%; background-color: #421f3c;\">\n<\/div>\n<!-- end -->\n\n<!-- if container is MD -->\n    <div class=\"container-fluid lazyblock-section lazyblock-section-ZkPlMD-container  \" id=\"section-ZkPlMD\"\n         style=\"opacity: 100%; background-color: #421f3c;\">\n                            <div class=\"section-bg-color\"\n                 style=\"opacity: 100%;\"><\/div>\n                <div class=\"container-md \">\n            <div class=\"row col-lg-12\">\n                \n\n<style>\n    #content-image-ZsQap8 {\n        padding-top: 0rem;\n        padding-bottom: 0rem;\n    }\n\n        \n    @media (max-width: 767.98px) {\n        .p-0 {\n            padding: 1rem !important;\n        }\n    }\n\n    #content-image-ZsQap8 {\n        margin-top: 0rem;\n        margin-bottom: 0rem;\n    }\n\n    #content-image-ZsQap8 .content-wrapper {\n        padding-left: 0rem;\n        padding-right: 0rem;\n    }\n\n    @media (max-width: 768px) {\n        #content-image-ZsQap8 .content-wrapper {\n            padding-left: 0 !important;\n        }\n    }\n\n    @media (max-width: 1440px) {\n        #section-ZsQap8 {\n            \/\/padding-left: -2.8rem;\n        }\n    }\n\n    \n \/*   .lazyblock-content-image-container {\n        position: relative;\n    }*\/\n\n<\/style>\n\n<div class=\"lazyblock-content-image-container lazyblock-content-image-ZsQap8-container -container px-0 mx-0\">\n    <div class=\"row lazyblock-content-image \"\n         id=\"content-image-ZsQap8\">\n        <div class=\"content-wrapper col-lg-6 col-12 pe-4 mb-lg-0 mb-4 order-1\">\n            <div class=\"d-flex flex-centered h-100\">\n                                                <div class=\"d-flex flex-wrap\">\n                    <div class=\"container-md px-0\">\n                        <div class=\"row lazyblock-content justify-content-start\">\n                            <div class=\"col-12 col-lg-12 text-start ps-4\">\n                    \n\n<style>\n    #heading-ZvLLaC .heading h2 {\n        color: #ffffff;\n        font-size: 2rem;\n        line-height: 3rem !important;\n    }\n\n    #heading-ZvLLaC {\n        margin-top: 0rem;\n        margin-bottom: 2rem;\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        #heading-ZvLLaC {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-heading-2-container lazyblock-heading-2-ZvLLaC  px-0\" id=\"heading-ZvLLaC\">\n    <div class=\"row heading lazyblock-heading-2 justify-content-start  lazyblock-heading-2-ZvLLaC\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <a class=\"heading-2-anchor heading-anchor\" id=\"create-your-own-assessment-for-free\"><\/a>\n            <h2>Create your own assessment <br>for free!<\/h2>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"row lazyblock-cta w-100\">\n    <div class=\"col-lg-12 text-start\">\n        <a class=\"btn btn-primary  \" href=\"https:\/\/app.pointerpro.com\/register?trial=true&amp;plan=professional\" target=\"_self\">Get started today<\/a>\n    <\/div>\n<\/div>\n\n                            <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n        <div class=\"image-wrapper col-lg-6 order-2\">\n            <div class=\"d-flex flex-centered h-100\">\n                                                                    <img decoding=\"async\" class=\"on-the-fly-ZsQap8\" src=\"https:\/\/pointerpro.com\/wp-content\/uploads\/PP-BANNER-GetStartedToday.png\"\n                         alt=\"\" title=\"\"\/>\n                            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n<script>\n    document.addEventListener(\"DOMContentLoaded\", function() {\n        var containers = document.querySelectorAll('.lazyblock-content-image-container');\n\n        function checkViewport() {\n            var screenWidth = window.innerWidth;\n            if (screenWidth > 320 && screenWidth <= 768) {\n                containers.forEach(function(container) {\n                    container.classList.remove('px-0', 'mx-0');\n                });\n            } else {\n                containers.forEach(function(container) {\n                    container.classList.add('px-0', 'mx-0');\n                });\n            }\n        }\n\n        checkViewport();\n\n        window.addEventListener('resize', checkViewport);\n    });\n\n<\/script>\n            <\/div>\n        <\/div>\n    <\/div>\n<!-- end -->\n\n\n                <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n<!-- end -->\n\n<!-- if container is MD -->\n<!-- end -->\n\n\n\n\n<style>\n    #section-a84yh {\n        padding-top: 0rem;\n        padding-bottom: 2.8rem;\n    }\n\n    @media (min-width:1024px ) {\n        #section-a84yh {\n        ;\n        ;\n        }\n    }\n\n        .custom-padding {\n        padding-right: 0 !important;\n        padding-left: 0 !important;\n    }\n    @media (max-width: 1024px) {\n        .custom-padding {\n            padding-right: var(--bs-gutter-x, .75rem) !important;\n            padding-left: var(--bs-gutter-x, .75rem) !important;\n        }\n    }\n    <\/style>\n\n<!-- if container is fluid -->\n<div class=\"full-width\" style=\"position: relative; opacity: 100%; \">\n    <div class=\"container-xl lazyblock-section lazyblock-section-a84yh-container recommended-reading-single-post-container  custom-padding \" id=\"section-a84yh\"\n    style=\"opacity: 100%; \">\n                        <div class=\"row justify-content-center px-0 mx-0\">\n                <div class=\"col-lg-12 px-0 custom-padding row\">\n                    \n\n<style>\n    #heading-x540R .heading h2 {\n        color: #ff7418;\n        font-size: 1.5rem;\n        line-height: 2rem !important;\n    }\n\n    #heading-x540R {\n        margin-top: 0rem;\n        margin-bottom: 2rem;\n        margin-left: auto;\n        margin-right: auto;\n    }\n\n    @media (max-width: 768px) {\n        #heading-x540R {\n            margin-left: 0;\n            margin-right: 0;\n        }\n    }\n<\/style>\n\n<div class=\"container-md lazyblock-heading-2-container lazyblock-heading-2-x540R  px-0\" id=\"heading-x540R\">\n    <div class=\"row heading lazyblock-heading-2 justify-content-start  lazyblock-heading-2-x540R\">\n        <div class=\"col-12 col-lg-12 text-start\">\n            <a class=\"heading-2-anchor heading-anchor\" id=\"recommended-reading\"><\/a>\n       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<h4><a href=\"https:\/\/pointerpro.com\/blog\/improve-survey-response-rate\/\">36 Ways to increase your survey response rate<\/a><\/h4>\n                <\/div>\n                <div class=\"recommended-item-excerpt\">\n                    <p>Looking to improve your survey response rate and tried all the tell-me-something-new tips?...<\/p>\n                <\/div>\n            <\/div>\n            <div class=\"recommended-item-cta\">\n                <a href=\"https:\/\/pointerpro.com\/blog\/improve-survey-response-rate\/\" class=\"arrow d-flex align-items-center\">\n                Read more \n                   <img decoding=\"async\" src=\"https:\/\/pointerpro.com\/wp-content\/themes\/project-child\/assets\/img\/icons\/arrow-right.png\" alt=\"read more arrow\">\n                <\/a>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                    <\/div>\n                                                                <div class=\"col pb-5\">\n                       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class=\"recommended-item-excerpt\">\n                    <p>What's the average survey response rate for email and other mediums? The short...<\/p>\n                <\/div>\n            <\/div>\n            <div class=\"recommended-item-cta\">\n                <a href=\"https:\/\/pointerpro.com\/blog\/average-survey-response-rate\/\" class=\"arrow d-flex align-items-center\">\n                Read more \n                   <img decoding=\"async\" src=\"https:\/\/pointerpro.com\/wp-content\/themes\/project-child\/assets\/img\/icons\/arrow-right.png\" alt=\"read more arrow\">\n                <\/a>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                    <\/div>\n                                                                <div class=\"col pb-5\">\n                        <div class=\"card h-100 px-0 recommended-posts\">\n    <div class=\"recommended-item-wrapper\">\n        <div class=\"recommended-item-card\">\n                            <div class=\"recommended-item-img-wrapper\">\n                    <img decoding=\"async\" src=\"https:\/\/pointerpro.com\/wp-content\/uploads\/The-consistency-risk-of-advice-at-scale.jpg\" class=\"recommended-item-img\" alt=\"How to deliver assessment reports at scale with personalized but consistent recommendations?: 5 key mechanisms (no code needed)\">\n                <\/div>\n                        <div class=\"recommended-item-body flex-column h-100\">\n                <div class=\"recommended-item-title\">\n                    <h4><a href=\"https:\/\/pointerpro.com\/blog\/personalized-recommendations-at-scale\/\">How to deliver assessment reports at scale with personalized but consistent recommendations?: 5 key mechanisms (no code needed)<\/a><\/h4>\n                <\/div>\n                <div class=\"recommended-item-excerpt\">\n                    <p>Find out how better HR decision-making starts with centralizing and securing high-quality assessment...<\/p>\n                <\/div>\n            <\/div>\n            <div class=\"recommended-item-cta\">\n                <a href=\"https:\/\/pointerpro.com\/blog\/personalized-recommendations-at-scale\/\" class=\"arrow d-flex align-items-center\">\n                Read more \n                   <img decoding=\"async\" src=\"https:\/\/pointerpro.com\/wp-content\/themes\/project-child\/assets\/img\/icons\/arrow-right.png\" alt=\"read more arrow\">\n                <\/a>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                    <\/div>\n                                    <\/div>\n\n            <\/div>\n\n<script>\n    jQuery(document).ready(function($) {\n        jQuery('select').select2({\n            minimumResultsForSearch: -1,\n            width: 'resolve'\n        });\n\n        $('select').on('change', function() {\n            $('#blogform').submit();\n        });\n\n        $('.sorting input[type=\"radio\"]').change(function() {\n            $('.submit input[type=\"submit\"]').click();\n        });\n\n        \/\/ Add specific class if .career-type is found within .col div\n        document.querySelectorAll('.grid-gutter > .col').forEach(function(col) {\n            if (col.querySelector('.career-type')) {\n                col.parentNode.classList.add('career-gutter');\n            }\n        });\n\n        const $searchForm = $('#blogform');\n        \/\/ Prevent form submission on Enter key press in the search input\n        $searchForm.on('keypress', '#search-blog', function(event) {\n            if (event.which === 13) {\n                event.preventDefault();\n            }\n        });\n\n        const $searchSubmit = $('.search-submit');\n        $searchSubmit.on('click', function(event) {\n            event.preventDefault();\n        });\n\n    });\n<\/script>\n\n\n\n                <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n<!-- end -->\n\n<!-- if container is MD -->\n<!-- end -->\n\n\n\n\n<style>\n    #section-nhPW5 {\n        padding-top: 2.8rem;\n        padding-bottom: 2.8rem;\n    }\n\n    @media (min-width:1024px ) {\n        #section-nhPW5 {\n        ;\n        ;\n        }\n    }\n\n    <\/style>\n\n<!-- if container is fluid -->\n<div class=\"full-width\" style=\"position: relative; opacity: 100%; background-color: #553550;\">\n    <div class=\"container-xl lazyblock-section lazyblock-section-nhPW5-container mailform-single-page-container #553550 custom-padding \" id=\"section-nhPW5\"\n    style=\"opacity: 100%; background-color: #553550;\">\n                            <div class=\"section-bg-color\"\n                 style=\"opacity: 100%;\"><\/div>\n                <div class=\"row justify-content-center px-0 mx-0\">\n                <div class=\"col-lg-12 px-0 custom-padding row\">\n                    \n<div class=\"row mx-0 lazyblock-form\">\n    <div class=\"form-pretext px-0\">\n        <h2><span style=\"font-size: 36px; color: #ffffff;\">Want to know more?<\/span><\/h2>\n<p><span style=\"color: #ffffff;\">Subscribe to our newsletter and get hand-picked articles directly to your inbox<\/span><\/p>    <\/div>\n    <form id=\"form-Z1bUSAc\" class=\"mailchimp-form\">\n        <div class=\"row\">\n            <div class=\"col-md-7 px-0\">\n                <input type=\"email\" name=\"subscribe-email\" id=\"subscribe-email-Z1bUSAc\"\n                       class=\"form-control\" placeholder=\"E-mail\" required>\n            <\/div>\n            <div class=\"col-md-5\">\n                <button type=\"submit\" class=\"btn btn-primary\">Subscribe<\/button>\n            <\/div>\n        <\/div>\n    <\/form>\n    <div id=\"form-Z1bUSAc-spinner\" class=\"d-none\">\n        Please wait..\n    <\/div>\n    <div id=\"form-Z1bUSAc-thankyou\" class=\"d-none px-0\">\n        Your submission was successful!    <\/div>\n<\/div>\n\n<script>\n    jQuery(document).ready(function ($) {\n        $('.mailchimp-form').on('submit', function (e) {\n            e.preventDefault();\n            var blockId = $(this).attr('id').split('-')[1];\n            var emailInput = $('#subscribe-email-' + blockId);\n            var email = emailInput.val();\n            var spinner = $('#form-' + blockId + '-spinner');\n            var thankyou = $('#form-' + blockId + '-thankyou');\n\n            spinner.removeClass('d-none'); 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How do you prevent non-information and how do you put quality above quantity?<\/p>\n","protected":false},"author":37,"featured_media":15357,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"topic":[],"class_list":["post-9471","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/posts\/9471","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/users\/37"}],"replies":[{"embeddable":true,"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/comments?post=9471"}],"version-history":[{"count":9,"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/posts\/9471\/revisions"}],"predecessor-version":[{"id":17674,"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/posts\/9471\/revisions\/17674"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/media\/15357"}],"wp:attachment":[{"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/media?parent=9471"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/categories?post=9471"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/tags?post=9471"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/pointerpro.com\/wp-json\/wp\/v2\/topic?post=9471"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}