tips from the trenches - getting the most out of market research results

1. Can present you as an industry leader, observer, participant and authority.
2. Can provide you an opportunity to return to the audience you surveyed to help strengthen relationships or counter unfavorable or inaccurate perceptions.
3. Can show public accountability.

1. If done without a strategy it can backfire.
2. Can cause increased scrutiny.

1. First, know who your most critical audiences are. Most likely they will at least include those you surveyed. Define to whom you want to promote survey results.
2. Choose the most direct and effective route to reach those audiences.
3. Make a plan for what changes the organization will implement as a result of the data. If no changes are to be made, as yourself "why not?" If the results show that you're doing all the right things, maybe consider enhancements of successful activities.
4. Make certain you have your plan in place BEFORE you make any announcements pertaining to the research. The time to tell what you're going to do is AS you're announcing results…even if what you're going to do is initiate more research on a specific topic. Be as specific as humanly possible.
5. Be careful about avoiding or "hiding" what you may perceive as negative results. People are critical enough of market research data more so of results that are entirely positive. You have an opportunity to be seen as sincere in your research effort. You can show that your organization is responsive and proactive if you take negative results seriously show them in the context of the overall research, and show how you're going to address the issues presented. If the negatives are "misinformed" you have an opportunity to highlight and correct them.

1. Issue a news release with key highlights. If it's a major study that has broad implications you may choose to conduct a news conference as well. Offer free copies of the entire report as well as a good summary of findings and have them available at the conference.
2. Publish results in that year's annual report, particularly if there are organizational accountability issues with stakeholders.
3. Plaln a speech opportunity based on results that will directly or indirectly reach your targeted audiences. Support with publicity.
4. Send an advance report to key industry leaders who might be allies, and offer their names (with permission, of course) as possible responder sources for media.