It’s conference write-up time. It’s 1700 words about the Market Research Society event this week..
I appreciate this is quite a few words, so the “6 lessons” are, very roughly.
1. Do more split testing, and if you can’t, at least think like a split tester sometimes.
2. But also, price big risky ideas into yr innovation “funnel” or whatever you’re calling it. (This one was a bit vague, I just liked Tim Harford’s way of framing it so I gave it its own point).
3. Storytelling is a false friend to consumer and researcher alike, and even for marketers it’s a lot more dangerous than it looks.
4. Don’t be bounced into crap decisions just because you want approval from people who aren’t going to like you anyway. (And don’t stick to your guns just because you hate the people disliking you - basically, if somebody’s angry with your company, do not trust your own reaction: get other opinions).
5. If you want to reach “hard to research” people, recruit some as fellow researchers not just as participants (this is NOT a new approach at all, but there was a good case study).
6. And to be honest, make improved diversity in the business a priority anyway, because it’ll make the whole industry better.
I have a ton of other notes, too - though not at all evenly distributed from the various sessions.