As 2005 grinds to a halt and we all begin our planning for 2006, we felt it might be prudent to mention the value that research has for any marketing undertaking.  Before you embark on a new direct mail campaign, or decide to rebrand your company, a few dollars and hours spent on research can make the difference between success and failure. 

The word "research" always makes me think of heinous term papers or thesis topics.  It sounds boring and tedious.  In a world where decisions have to be made in an instant, it seems like there is no time - or money - to be wasted on research. 

However, we've heard horror stories about businesses who undertook large sweeping changes without doing research first.  Even changing an identity or a logo without understanding how it will affect your perception in the marketplace could be deadly.  And if it doesn't kill you - in high dramatic form - it just might cost you a lot of money. 

Because research and surveys are critical parts to developing effective marketing plans, we use some of the best market researchers in the business.  Nothing illuminates the truth like hard, cold data - there's nothing subjective when you find out how your clients really feel about you as opposed to how you THINK they feel about you. Steve Ellison of Your Market Research has years of experience in the survey and research field.  We asked him, "Why do professionals need to conduct client research?  What are they going to get out of it?" 

"Customer satisfaction and other client research can help you in three key ways," says Steve.  "Research can illuminate any problem areas you might have before they cause clients to leave.  It saves the expense - and time - required to replace those clients.  Additionally, research pinpoints what your clients like best about dealing with you. It shows you how to use resources more effectively while attracting even more clients.  Finally, research reveals additional services you can offer or markets you can serve to boost income." 

Linda Singleton-Driscoll combines expertise in customized research with a broad business background.   As the owner of Chléire Consulting, she's seen the power of research in action as she helps her clients move beyond what they think they should do into what they need to do.  "I've also seen that the very act of conducting research solidifies your relationship with your clients - they are often flattered and impressed that you care enough to ask them what they really think."   Although return on investment is often hard to gauge with research, we have seen those companies who consistently utilize research and surveys strengthening their client loyalty, increasing sales, and constantly improving their service and efficiency. 

The new year is upon us.  Start the year on the right foot by asking the right questions, listening to the answers, and acting on the information received.  Nothing else makes your clients love you quite so much as acting on their advice or opinions and most importantly, giving them what they really want.