From the course: Market Research Foundations
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Selling your company on research
From the course: Market Research Foundations
Selling your company on research
- Imagine you've planned the perfect research study. You're invested in it, ready to get started and get results, but then it happens. A VP of something appears out of thin air and tells you that they just don't have the budget to make your study a reality. What's a researcher to do? Well, in this lesson, we'll talk about the three most common points of resistance and how to get past them. The first one up, "but we already have research." Almost every company has invested in customer research at some point and that's great. But typically, past research studies were conducted for different purposes and not relevant to the specific questions you have today. As long as it's the same customer segments and not out of date, you can absolutely use this data as a starting point, but make sure you're validating it. So when someone says "we already have research," you can say "great, we'll validate it along the way "while we're…
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