This week we are going to give you some hints for successful realisations of market research results. For your market resarch project is as successful as your results are integrated in your future acting.

1. Sight of your aims
From the beginnung of the project the comissioning company should schedule which results are possible and how they could be realised. The principal should hypothesise which results are to be led by the project. Finally, the real results will be opposed to the hypotheses.

2. Act in concert
Market research projects shoul be communicated in the company in a timely manner. The colleagues’ willingness to cooperate is much better if they are able to give proposals and comments.

3. Provide the direction
The results are for you and should avail your company. Demand concrete results and commendations for each of your definite problems and questions. Compile a list with each of your demanded results. If you buy a product, already in the forefront you know what you will get.

4. Understand the statements
You as the client have to understand the results, in fact so accurately that you are able to implement each result into a concrete action. E.g. the result that the customers are not satisfied with the product is too unspecific. And something went wrong with the market research project. What is meant with customer satisfaction? In the project not the performance attributes (e.g. product) may be analyzed but the performance requirements (e.g. the product’s durability).

5. Choose well
Market researchers and implementation advisers can be united in one person only in scattered instances. Advisers being empathetic need management and moderation know-how. Market researchers thinking analyticly regard the data as results. So, you probably need a market researcher for the project and an adviser for the implementation.

6. Mean business
Perhaps the most important rule. Being serious about the project most of the problems can be avoided right from the beginning. And nobody poses the question whether the results should be implemented or not. The targets are formulated concretely. On the other side the market research institution can work better knowing exactly which results the client wants to have.

7. Implementation with strategy
The results have to be prioritized. Which points are urgent and which can be handled later? Which point will get which budget? Out of the results actions have to be arised. For, each action gets a responsible person. A deadline for every measure is arranged. In case of non-compliance with the deadline consequences have to follow.

Source: http://www.markt-studie.de/studien/mafoergebniss.php
Author: Mag. Holger Sicking, Wien