November 7, 2009
This issue is about research. I'm sure you know that by now. But did you ever think about the meaning of that word?
One of my favorite movies is My Big Fat Greek Wedding. One of my favorite parts is when the father proves that every English word has its Greek roots. Well, in the case of "research," we find an interesting meaning if we pull the word apart, "re" and "search." It's a re-search of facts pertaining to the question we are trying to answer, an attempt to solicit the thoughts of others on an idea we have already had. It happens, in many cases, to be an attempt to prove we are right or to find a new answer. Here is where we have to be especially careful because the re-search can lead to disastrous results if it is done incorrectly or in a biased way. An example later in this article.
When we research, we stand a chance of influencing the results. I once knew a research director who actually asked me how I wanted the research to come out. He was serious. In a former job, he was told what the results were to be. He became an expert on asking questions that led to the "right" answer. I cured him of that real quick. By the way, research is one of the few scientific parts of marketing. Make sure you are using the most professional people to do your research. This is not an area for artistic creativity.
Despite the importance of research, do not, under any circumstances, make decisions solely on the basis of the results, especially if the numbers are close. I knew way too many people who did that. They felt that if they could point to a number, they were safe. They didn't have to think or take risks. Most good managers will not let this happen. They will demand that you defend your decision not just with research, but with experience and logic and gut. This is key. You go through your career gathering experience and knowledge. Use these to make the decisions. Use research to help. Research should point you the right way, not make the decision for you.
Remember, a respondent in a research study is under pressure. He wants to (for the most part) do the right thing, be cooperative, and be a nice guy. He might try to respond the way he thinks the researcher wants him to, not with what he is actually thinking. That's a real potential problem with any research. And, like my researcher friend from earlier, how the questions are written might totally influence the outcome of the study.
One other thing, trending research is usually much more valuable than one-time studies. Seeing how things develop over time usually provides a much more accurate appraisal than some people in a room looking forward to their free pizza.
Now for a real-life example: When McDonald's started to hear the bells of nutrition pealing in the distance, the arguments started on whether we could be a health-food restaurant while still appeasing the customers who were happy with a Big Mac, no matter the calories and fat content. So the quest was on to find a healthy sandwich without totally disrupting our operations.
Of course, research was conducted. The obvious answer was to find a hamburger that was lower in calories and fat than anything we served. It had to have condiments that were relatively lower in fat and calories too, no secret sauces. The answer was a lower fat-content patty. Ninety-three percent fat free, in fact.
And that's the product we tested. Now, when asked if lower fat and calories were a good thing, all agreed. When told the burger they were about to try was 93 percent fat free, everyone enjoyed a sample. Healthy and McDonald's—what a country! We asked customers if they wanted healthy and they said yes. They told us what we wanted to hear, and we were overjoyed. As a result the McLean Deluxe was born. Only one problem: They didn't like the taste of it. As you know, fat gives hamburger taste. We didn't ask about taste, we asked about healthy, and they responded to the question with the right answer, what they thought we wanted to hear. Turns out, the only way customers bought the McLean Deluxe was with cheese, not exactly a savings in fat. To be fair, the meat did kind of get buried in all the condiments.
But there was one silver lining. There was some indication they bought more fries with their McLeans. It was sort of like getting a large pizza with your Diet Coke.
As a side order to this column, a parting thought. Watch out for advertising research, also. Here is where your experience and knowledge of your company really counts. You know your image. Don't agree to any advertising that attempts to change that image, no matter how funny. Humor is a very personal thing and might have nothing to do with how you want people to feel about your company. I saw lots of really funny storyboards in my day. And, I sent the writer packing because the ad was not in keeping with the image I knew we owned. In some cases, it was mean-spirited or sarcastic. It wasn't us, but it was really funny.
The message? Use research wisely. Govern its use, don't let it govern you.
Happy Trails and a Peaceful Life.
