Who Should Participate in Your Marketing Research Project?

Prior to initiating research, it is essential to determine whose input is best suited for obtaining the information you need to make the required business decisions. This is not always the person who first comes to mind. Careful consideration when defining the research's audience profile will produce significantly better and more insightful results.

The first step in determining with whom to speak is to understand the process that is being affected. For instance, if one is testing the effect of price on the perception of a product, one must speak to the person responsible for the purchase decision and not those responsible for other selection decisions. An understanding of the process can be developed from both the internal knowledge of the company as well as the experience of the research company. Once this is done, it is a simple matter to target the correct respondent and obtain their input.

At G & S Research, we thoroughly understand your business objectives and processes and who is best able to provide the necessary information to you. Our broad experience has given us a solid understanding of the businesses processes you are trying to affect. This understanding ensures that you receive the information you need to make the right decision.