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It honestly took me longer than it should have to get around to hiring a consumer research center. You see, all of my instincts were against it. After all, it was my own decisions made with my own sharp instincts that built the company this far. Surely it didn't make sense to surrender any of that autonomy to outside consultants? Still, when I saw my sales and growth starts stagnate, I knew that it was true – I needed to hire some consumer researchers and I needed to fast. Otherwise, I would let my pride limit my own success – something that I had never wanted to do.
Consumer market research is actually a much more complicated business than I ever could have anticipated. Like most people, I had always assumed the consumer research was a pretty simple affair. I assumed that all it involved was focus groups, and that these focus groups were pretty easy to design. Hiring a firm, however, I gained new respect for consumer research. They really do a very difficult job, and they do it very well. Consumer research is basically about predicting every aspect of consumer response to a product. These are serious research professionals, some of them with advanced degrees in fields relating to human psychology. They will measure how consumers will react to your brand, to specific products, to product innovations, and to changes in marketing and advertising. It is a really tough job, and they do it exceptionally well.
Of course,Selecting the right consumer research firm can be very tough. In my case, I was fortunate to have a friend who could direct me to his consumer research Corp., but many people are not as lucky. Research consumer firms are skilled at spinning things – that is one their specialties – so all of them will look good from the outside. Finding the right one for your company can be quite a difficult task.
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