In crafting a new way to talk to our clients, we identified the person responsible for research methodology decisions as the primary person you should target for your challenger conversation.
However, we know that this individual may not be the only person with whom you speak, so we've outlined the priorities and pains for the other common titles you're likely to meet along the way. Recognizing how these "other people's" goals affect your target is important to understanding what's shaping his or her decision-making process.
In crafting a new way to talk to our clients, we identified the person responsible for research methodology decisions as the primary person you should target for your challenger conversation.
However, we know that this individual may not be the only person with whom you speak, so we've outlined the priorities and pains for the other common titles you're likely to meet along the way. Recognizing how these "other people's" goals affect your target is important to understanding what's shaping his or her decision-making process.
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PRIMARY TARGET
The senior insights leader responsible for research methodology decisions.
PRIORITIES
Partner with marketing to meet their needs while also ensuring hgih confidence in research considerations
PAINS:
- Please marketing (where their budget is often held) and ensure high confidence in research
- Resources are being pinched causing budget allocation problems and people to wear many more hats than they have worn in the past
- Enormous pressure to deliver insights faster
- High-level of focus and visibility on innovation success - and failures
INFLUENCER
Category/Regional Insights Leader
PRIORITIES
Same as their boss, the primary target, but at the category and or geographic level. This often involves aligning with counterparts across brand/categories/geographies on best research practices.
PAINS:
- Accomplish "a lot" with shrinking set budgets causing allocation decision challenges
- Align with counterparts while making sure their brand/category geography shines the brightest
INFLUENCER
Insight Project Managers
PRIORITIES
Execute an efficient research project on time and budget that gives impactful insights to the marketing team
PAINS:
- Need to please marketing - even if results are not ideal, there must be a positive spin when delivering results to the marketing team
- If results are not positive, need to be able to defend every aspect of the research to marketing
- Need to be able to defend methodologies, partners and insights so that when they get bullied to use certain partners they can justify their response
Influencer
Marketing
PRIORITIES
Launch as many innovations as possible that have high trial and are sustainable long term
PAINS:
- Launch as many products as possible - they're remembered for what they launch, not work on
- Want answers faster so they can have more time to prepare their business case that will be presented to leadership: these meetings are booked in calendars early so deadlines are hard
- High fear of launching a "flop" so it's important they check off all aspects of a potential product
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