INSIGHTS IN ACTION: THE FGI BLOG
Don’t Go It Alone: Partner with Experts Who Stay Invested in Your Success
You don’t rent a jeep and a rifle and go on safari without a guide. You don’t rent a scalpel and stents and proceed to repair your own heart. No, you insist that the experts stay with you to guide, lead and assist you on the journey to success. In the new world of market research, we believe that custom panel and online survey tools can only take you so far. You need and deserve expert advice and help along the way. You need a dedicated support team full of people who stay invested in your success every step of the way.
In our experience, custom panels and other marketing research tools are maximized when experts are in the trenches helping clients put them to use. Many companies experience frustration and failure when they put too much faith in tools alone to power their research. For example, custom panels are powerful tools, but only when best practice sampling methods are applied. Without proper sampling, custom panel studies may yield the desired number of completed surveys, but with data that is totally unreliable for downstream decision making.
Similarly, social media mining is a powerful, must-have research tool. However, unless key social media trends are properly validated using proven quantitative methods, errant conclusions can be drawn and huge mistakes can be made by decision makers. The point is this: the proliferation of marketing research tools and methods puts an even greater premium on the need for expert help execute all the critical details and make it all work.
David Wilson
CEO
FGI Research