DIY - at your peril

DIY – at your peril

‘A fine example of 21^st Century Windbaggery’ ‘Merely a stable which will accept any hobbyhorse’ Very well known for not knowing what it does’

These are just some examples from a squabble this week in a Royal Society and Charity about direction, a breakdown between members and staff and oh yes, the value of Research.

This Society protested it had consulted members through an annual survey, but they committed the venal sin of doing it themselves – the Research was not conducted independently and thereby raised as many problems as it had planned to settle. There have been allegations of suppressed data, poor expression and particular analysis aimed to give prominence to convenient viewpoints.

I know, I know, that Research tools available on the internet can give the illusion of power and impartiality and appear to ‘magic up’ sound quantitative methods.

But don’t do it yourself – if it were a house you might trust yourself with shelves but you’d be a fool to go down the DIY route with complex electrics or  an extension – and even then, your work would be independently assessed to ensure compliance.

So whatever Research you are contemplating, outsource to a Research Agency you can trust - don’t do it yourself.

Jonathan Brill

Some industries are benefitting from “Big Data” more than others

I have suggested previously that the move from the Information Age to  the Analytics Age has still to be acknowledged by many companies. Put simply, too many have collected information and don’t understand what they’ve collected.

These findings below suggest that even if they understand it, there’s still a vast gulf separating them from putting their findings into action.

‘To assemble an accurate portrait of consumer behavior is highly complex, and possibly the biggest challenge in marketing today. Companies must overcome hurdles not only limited to the technological difficulty of collecting disparate data sets from traditional and digital platforms. 

In a digital age in which most customer interactions are in some way measurable, two-thirds of companies surveyed worldwide by Capgemini in February described themselves as “data driven,” suggesting that most business executives recognize the value of data in improving operational success.

But with the exception of budgeting and planning, most executives surveyed by McKinsey & Company in April indicated a sizeable gap in their use of “Big Data.”

Such a gap is not altogether surprising given the vast range of data that different company functions can collect. Similarly, the potential benefits that accrue from the analysis of the collected data and the reformulation of strategy based on that analysis will vary from industry to industry and company to company.

It is clear that industries of all types will need to get better at collecting, analyzing and using the information they compile. Almost all the executives in North America polled by Oracle in April agreed that improvements to information gathering and analysis practices would be necessary over the next two years.

The largest group, 43%, thought the most needed refinement lay in the ability to turn information into actionable insight. The next highest priority was a tie between heightening the accuracy of gathered information, and enhancing training in analyzing data.

Getting good data and then being able to turn it into something of value will require the ongoing dedication of attention and resources in order for marketers to benefit. Neither is Legitimate concerns about deriving ROI from Big Data persist’

Only by harnessing the powerful trinity of Collection -  Analysis – Action will the ROI be justified.

Jonathan Brill

(Commenting on Views appearing in Market Research World)

 

Cultural Difference

What do you call a teacher leading a group of 20 children aged 12 t o 13 on bicycles up a one way street the wrong way in the middle of the rush hour.

Stupid? Highly dangerous? Certifiable?

Actually the term is ‘cultural difference’. That scenario is precisely what I’ve just witnessed from my window in the medieval city of Bruges in Belgium. There, a law has been passed stating that rules applying to one way streets apply to motorists not cyclists. Almost everyone cycles, young and old - a different culture from the UK.

So what the teacher was doing was clearly legal – if you still consider it unwise, then that is your perception, and your attitude to the prevailing practices.

Research in your Care Home can be conducted to understand better attitudes to and perceptions of the prevailing culture within the Home.  Is it friendly, professional, caring and responsive? What to Residents think, or their families – what do staff think – what do suppliers think – what does the local community think?

Let us design a questionnaire with you, circulate it online to your Care Home’s Residents and  families and compile a fully data checked Topline Report...

Jim failed to win The Apprentice because he didn’t do market research

Strangely the investor didn’t want to put £.25m into a venture where the market segment had not been consulted – it may have been a good idea, in Jim’s case probably was, but he hadn’t bothered to find out what the market might react.

The first two tips for the small business man Survey, Survey, Survey – Always outsource research to an independent reputable third party –

Then and only then will backers or potential investors believe the results.

Cinderella Sector No Longer

As the FE sector awaits further clarification on the coalition government's plans, it is clear that evidence of individual institution's brand will need to be forthcoming. Adroit-e Research can help in providing accurate profiling of the perceptions and attitudes of key stakeholders about the institution. We are highly experienced in primary, secondary and tertiary education research.

Our unique training and mobile applications are particularly effective in providing accurate and speedy results.

For further information, please visit the Adroit-e Research website at www.adroit-e.co.uk or phone us at 01582 463479.

Jonathan Brill

The Poor Quality of the Local Press

The controversy surrounding local planning applications are often blown out of proportion by the local press. Now, often, mere vehicles for advertising local reporting can give special pleading and undue space in its columns. The Adroit-e Research way of dealing with this is to ensure that if we are to rely on collecting a representative sample, it reflects accurately the local population. We ensure, too, that the right to give views is ensured but that the right to contribute to the same view many times, for instance through multiply completions of an online poll, is prevented. This way, the evidence from the local community can be relied on as accurate. Too often, the provision of an online poll of a local press where people contribute their views many times cannot be regarded as accurate.

For further information, please visit the Adroit-e Research Ltd website at www.adroit-e.co.uk or phone us at 01582 463479.

Paying for Local Research, A New Model?

While value of accurate local research surrounding the planning application is rarely questioned, it can be perceived as quite expensive. One innovative approach we are currently working with goes like this: A developer wants to build a fairly substantial number of dwellings in a north eastern village. Residents’ perceptions will be gathered comprehensively through door to door research -- a complex operation. As a group of local residents determined to understand views of their community, they have no money. However, the developer has placed sufficient funds in escrow to pay for the research and we, as the research company, have agreed to make no contact with the developer. Thus, the client research relationship retains its integrity and our unique brand of speedy and very accurate research can continue with full propriety.

Simples!

Jonathan Brill

10 Tips When Thinking About Research

1. Survey Survey Survey 

2. Always outsource your problems to an agency you can trust 

3. Go Digital 

4. Avoid Stupid Research: many research exercises are pointless tick-box exercises 

5. Avoid Boring Research: where no-one cares about the results 

6. Always conduct Acute research: the insights could be transformational 
7. Start thinking from the end - Analysis: what do you want to discover? 

8. Questionnaire Design: make sure questions will provide answers you want 

9. Explore alternative means of data collection: if possible dismiss analogue 

10. Implementation of Findings: don't use same research company 

11. Inverse synergy - One size doesn't fit all 

Adroit-e Research Ltd

What Planning Committees Need: Evidence Evidence Evidence

Here is the relevant  extract from Hansard: 

A Bill will be introduced to devolve greater powers to councils and neighbourhoods and give local communities control over housing and planning decisions. Coming under the rubric Big Society a Decentralisation and Localism Bill will set out new powers for local communities. Ultimately, if this system is to stand the test of time and sound judgment, an even greater emphasis on reliable evidence of what the people are thinking (not just pressure groups or lobbyists) will be required by local planning committees.

That is why Adroit-e’s public consultation procedures, already activated local councils,  Planning Committees, Tesco etc will be even more relevant both in putting forward sensible planning proposals in the face of vested interest opposition and in preventing poor planning application being awarded despite opposition from the majority of citizens.

We have available a clear outline case study of an in-depth public consultation exercise undertaken by Adroit-e in co-operation with the local council and the Planning Officer.

Public Consultation Advice

Don't let the Localism Bill become a Nimby's Charter

National House Federation Chief Executive David Orr said in May 'Don't let the Localism Bill become a Nimby's Charter'

Commenting on the forthcoming legislation, Federation chief executive David Orr said: "It’s right that local communities should have a say on whether new homes and developments are built in their area – and we support the Government’s localism agenda."

"However, with waiting lists for social homes at record levels, we must ensure that this approach will still deliver the new homes the country desperately needs and does not become a Nimby’s charter."

Adroit-e is convinced that for any particular Planning Application the quality of evidence must prevail.

Discussions with experts  have concentrated on different funding mechanisms which can and have been brought into play to ensure that an appropriately qualified, independent research agency can work with local people.

I have also been in discussion about the advantages and dangers of collecting data digitally. If collected inappropriately, and we have experience of pressure groups running Polls from their websites, then arrant nonsense often prevails. In the hands of Numpties one person can complete a survey many times. So while the respondents may apparently show a number in the hundreds, only a few people have been filling in the survey forms, hopelessly skewing the results. No Planning committee will listen to the results of X Factor style Block voting.

We eschew such practices and adopt many highly original and reliable approaches. We do not guarantee that they will produce the answers a client wants, but they are properly representative and wholly believable.

BRILLiant 101

Jonathan Brill MA LLB FRSA
Throughout his career, Jonathan has operated extensively at the interface between organisations and developmental metrics with Sheridan Associates, and later as CEO of Westlake Publishing.

Jonathan devised original businesses projects including, University Navigator, The Graduate Employability Test and HE Brand Health-Check.

In the arts Jonathan developed evaluation systems for grant awards.

Jonathan held teaching and management positions within the University sector including Director of Teaching and Learning at Brunel University, Director of Development at West London Institute and Quality Auditor with HEQC.

Jonathan has worked in Market Research for 8 years, previously as a director of CRT, latterly as CEO of Adroit-e Research, founded 6 years ago.

Adroit-e has pioneered and developed research design and data collection processes particularly in intercept research and data driven forums.