Tips for Research Sequencing

There’s a difference between a single study research project and a broader research strategy. One rolls up into the other quite nicely. Before you and your research team can tackle different research projects in your marketing department, you’ll need a bigger plan to carry you through the year.

To achieve a robust research strategy, you must first create a research sequence. This methodology allows you to set up four different stages as a marketer. From there, anyone who is looking to have research done on one particular question can be sorted into one of the four main phases. Let’s dive in.

The Steps

Archival Data is using secondary data and even big data from within your company. You find your internal data hub and use it to your full advantage. This is the first phase of the research sequencing.

Next, you look at qualitative research. This type of research is done toward the beginning of your research project and is considered exploratory. You can benefit from qualitative research through customer visits and focus groups.

Then, it is time to look at quantitative research. This phase includes deploying surveys and experiments such as running an A/B test or T-test. This research is more confirmatory to your original research question.

Finally, the last step is the follow up. This phase looks at secondary data both from internal and external, as well as customer interviews. It is important to follow up at the end to help confirm your research findings.

What’s Next

Now that you have your steps on research sequencing, it is time to take the decision problems that come to you within your company and place them within one of these phases above. These could be new product development, website design or brand repositioning. By divvying out your single study research projects into the different phases of a research sequence, you are allowing yourself to look at the bigger picture of your overall research strategy across an entire year (or couple years). It’s a marketing hack you won’t want to pass up on.

Did you enjoy what you read? If so, please refer to my last post about secondary data here.

Leave a Reply

Your email address will not be published. Required fields are marked *