When research tells you something you know to be wrong

When research conflicts with what a brand already knows, it presents a challenging yet valuable opportunity for growth and adaptation. Addressing this situation effectively involves a structured approach.

Evaluate the Research Quality:

    • Source Credibility: Assess the credibility and reliability of the new research. Ensure the sources are reputable and the methodology is sound.
    • Data Robustness: Examine the data for consistency, sample size, and relevance to your brand’s context.

    Compare with Existing Knowledge:

      • Current Data Review: Reassess the existing knowledge and data your brand relies on. Look for any biases or outdated information.
      • Contextual Differences: Identify if the new research covers different contexts, demographics, or timeframes compared to your existing knowledge.

      Engage in Internal Discussions:

        • Stakeholder Involvement: Bring key stakeholders from various departments to discuss the conflicting information.
        • Expert Insights: If necessary, consult with external experts or conduct further research to gain a deeper understanding.

        Test and Validate:

          • Pilot Testing: Implement small-scale pilot tests to see if the new research findings hold true in your brand’s specific context.
          • A/B Testing: Use A/B testing methods to compare the effectiveness of strategies based on existing knowledge versus new research.

          Revisit Brand Assumptions:

            • Challenge Assumptions: Encourage a culture where assumptions can be questioned. This can lead to innovative thinking and better decision-making.
            • Continuous Learning: Foster a mindset of continuous learning and adaptation within the organization.

            Communicate and Document:

              • Transparent Communication: Communicate the findings, decisions, and rationale to all relevant parties within the organization.
              • Documentation: Keep thorough records of the research process, findings, and the decision-making process for future reference.

              Adapt Strategies if Necessary:

                • Strategic Adjustments: Be open to adjusting your brand strategies based on the validated new research. This might involve changes in marketing, product development, customer engagement, or other areas.
                • Monitor and Measure: Continuously monitor the impact of any changes and measure the outcomes to ensure they align with your brand’s goals.

                Customer Feedback:

                  • Gather Feedback: Use customer feedback to validate the new research findings. This can provide practical insights and ground your decisions in real-world data.

                  By systematically addressing the conflict between new research and existing brand knowledge, your brand can make informed decisions that could potentially lead to improved strategies and greater market success.

                  About richmeyer

                  Rich is a passionate marketer who is able to quickly understand what turns a prospect into a customer. He challenges the status quo and always asks "what can we do better"? He knows how to take analytics and turn them into opportunities and he is a great communicator.

                  View all posts by richmeyer →

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