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A well written question is important in market research, but it is not enough on its own. Once the objective of the research has been defined, the next stage is not simply to write a list of questions. The structure of the questionnaire also needs careful consideration. If a question is unclear, leading or difficult […]

In the previous article, I looked at the importance of setting a clear and focused objective for research. That is always the starting point. What does the organisation need to know, and what may need to be done as a result of the findings? Once that objective is clear, attention naturally turns to the questions

At this time of year, many organisations are taking stock of what has happened over the past 12 months and looking ahead to what comes next. Plans are being reviewed, priorities are being set, and attention is turning towards the next financial year, the next strategic phase, or simply the next set of practical decisions

Market research starts with the decision, not the method There is a point in most businesses where things feel a little noisier than they should. You are doing plenty, you have ideas on the table, and you might even have a decent amount of information already, but decisions still feel slower than you would like.

Introduction to easy research When I started out in the market research profession, instant access information and easily accessible online survey tools were a thing of the future. Traditional approaches of face-to-face, telephone and postal interviews were the research tools of the day. Moving forwards, it can be argued that research has never been easier.

Business Seasons Change, But Research Keeps You Steady In the height of the British Summer and with most schools now having broken up for the long break, many thoughts are turning to the annual summer holiday. Whether staying at home or taking a holiday away, the summer and the potential it brings for a break

What If Your Customers Aren’t Just Your Customers? When we think of market research, most people picture customer surveys, Net Promoter Scores, or focus groups. That’s a solid start, but it’s only one piece of the puzzle. Every business is part of a wider ecosystem, and insights don’t just come from the people buying from

I often sing the praises of market research. It’s one of the best tools a business can have. Good research gives you insight, guidance, and clarity, things every business needs to grow and succeed. But here’s the thing: as much as I love market research, it’s not a magic wand. It can’t do everything. And

Dust Off Assumptions and Reconnect With What Customers Really Want As the days grow longer and the air begins to soften with the promise of spring, many of us instinctively feel the pull towards a fresh start. There’s something about this season that invites us to open the windows, clear out the clutter, and breathe

In business, growth often means change—whether that’s launching a new product, adjusting pricing, rebranding, or shifting strategy. But every change comes with risks. Will customers embrace it, or will they feel disconnected? Will the market support another supplier? And, most importantly, are you positioning your business in a way that ensures long-term success? At Ask