Kogan Page. - Market research in practice: how to get greater insight from your market

This ebook published in 2013 by

Kogan Page Limited

120 Pentonville Road

London N1 9JN

UK

www.koganpage.com

Paul Hague, Nick Hague and Carol-Ann Morgan, 2013

E-ISBN 978 0 7494 6865 1

Dedication

This book is dedicated to Casper, Daisy, Lily and Oliver.

N o one at school ever says they want to be a market researcher. It is a job that most people fall into by accident and yet it is arguably one of the best jobs in the world. Where else could someone with a curious mind be paid to find out what is going on? Nowhere else could there be such a variety of work: exploring motivations, finding out what is going on and always seeking the truth.

The three of us just fell into the job and it has kept our interest for years. In fact between us we have 70 years experience in the profession to share with you. And theres another thing: this often intellectually challenging job doesnt have quite the status of other professions. We market researchers are an aspiring lot, always seeking to be analysts, consultants and advisors rather than authors of yet just another horizontal bar chart.

We would be less than honest with ourselves if we didnt confess that sometimes we find the life of a market researcher difficult. We are increasingly asked to jump over Olympian-high hurdles in the search for some new piece of intelligence that will give our clients a commercial advantage. Perhaps this is what keeps us interested, seeking the Holy Grail and occasionally getting quite close to it.

This book is an introduction to market research. It seeks to give the reader a taste of the whole process from planning a project and executing it, through to analysis and presenting the findings. It is aimed at students who need to understand the theory of the subject as well as people who want to carry out or manage their own surveys. Essentially it is a practical book, hence its title, and it is written by practitioners as this is what we do for our day job. Our aim is to educate you, of course, but also to enthuse you in this most wonderful subject, which we guarantee will absorb, frustrate and mainly satisfy you as your skills are developed.

In order to enliven the subject, the book is laced with examples of studies we have carried out over the last 40 years. This brings us to our first acknowledgement. Between us we have worked on a few thousand projects, each one paid for by a client. A typical project costs an amount equal in value to a new medium-sized saloon car. Commissioning market research is like buying a pig in a poke the quality of the job is only evident when it is complete. We are ever grateful for these commissions. They are a supreme vote of confidence. They provide a livelihood. Not least they have enabled us to learn our craft.

One thing has remained the same over the years and that is the axiom: good market research is about asking the right question of the right person. In order to do this we need a field force. Market research interviewers use our questionnaires day in and day out. Sometimes (no, often) these questionnaires are less than perfect but the interviewers make them work for us. These people are not in the spotlight. When we present the findings and bathe in the glory of a successful conclusion (hopefully), these stalwarts have moved on and their heads are down on the next survey. The data-processing staff, whose timetable was squeezed because the project was running late, do not have time to draw breath as they too are working on their next screamingly urgent deadline. These support staff are the unsung heroines and heroes of market research, and we salute them.

Market research is almost always a team effort. Most projects involve a small battalion of people. Indeed, this book is an example of team work. For a start, we are three authors actually four because we should not forget Peter Jackson who contributed many sections from earlier books and epistles he wrote with Paul. We must also thank our editor, Nicola de Jong of Kogan Page, for her encouragement and expertise in keeping the timetable on track.

However, the real help as always comes from our patient families who have to suffer parents and partners who seldom come home early. Ray, Andrew and Chris thank you for waiting for us.

Finally, our greatest debt goes to you, the reader, without whom there would be no market for our scribblings. Our hope is that we stimulate you to want to learn more about this fascinating, frustrating and most rewarding subject that occupies our life.

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