I have designed research for audiences
including computer buyers, small business
owners and managers, physicians, people
with chronic illnesses, moms, chief executives, sales forces, cereal buyers. Great research means asking both obvious and non-obvious questions, listening with an open mind, and analyzing based on insight.
Ideation
One critical resource companies frequently
neglect is the human imagination. Everybody
has one--your customers, your team, your
sales force. I have conducted ideation sessions in which people role-play, explore, blue-sky, and then bring it all back down to earth to see new possibilities.
Planning
The idea needs to be brought to life with
a great plan. Based on ideation, I develop alternative straw man plans and bring them
before your team for tough, critical assessment sessions. What emerges is input for a final plan that's ready to be tested where it matters--in the market.
Testing and Evaluating
Information informs, imagination inspires,
but reality rules. Rigorous, analytics-based evaluation programs are a crucial element of
any meaningful market plan. I work with your analysts or bring in analytic resources to ensure that your market plan is reality-based, reality-tested, and generates provable results.