Monetizing Strategic Marketing Research

Despite heavy investments in strategic marketing research, many projects fail to deliver significant business impact. As an example, an automotive manufacturer recently approached us to help them make their completed segmentation study actionable and impactful. To that end, we conducted a Momentum Session^TM, a proprietary and proven method we’ve used over 100 times in the last 15 years, that involved 22 key stakeholders. This session generated a range of actionable ideas for styling, features and amenities, services, sales, and positioning. aimed at our client’s priority segments. The client acknowledged that while the segmentation study was insightful, it only became business-driving due to our Momentum Session^TM.

Why Does Strategic Research Often Lack Business Impact?

We believe that two primary reasons for this are:

1. Focus on Research, Not Action: 

Researchers (clients and suppliers) often concentrate on the technical execution of the project—sampling, questionnaires, and analysis—assuming that clear findings will naturally lead to actionable steps and business impact. This assumption is flawed; without a focus on facilitating action, valuable insights oftentimes get lost amidst ongoing business activities.

2. Lack of Stakeholder Ownership:

Implementing research insights often requires change, which can face resistance. Without buy-in and ownership from key stakeholders, even the best research can end up unused.

Our Momentum Session Approach

Our Momentum Sessions address these issues by actively involving key stakeholders in interpreting findings and generating a plethora of actionable ideas. These high-energy, fast-paced sessions focus on the client’s objectives and priority areas, ensuring that stakeholders take ownership of the strategies and tactics that emerge and push them forward. The result is research that delivers tangible business impact – meeting objectives and delivering the desired results.

#segmentation #actionability #innovation