Seeing through various lenses: The power of diverse perspectives in marketing research

By Karen Schofield | September 19, 2024

Reading time: 3 minutes

Seeing Through Various Lenses The Power Of Diverse Perspectives In Marketing Research — Seeing through various lenses: The power of diverse perspectives in marketing research.

Abstract

Marketing researchers need to adopt different “hats” to gain a well-rounded understanding. Adopting different roles will help researchers gain a better understanding of other perspectives and can ultimately lead to the success of consumer-centric products.

Research Topics:: Consumer Research | Marketing Research-General | Product Development Research | Qualitative Research | Quantitative Research
Industry/Market Focus:: Consumers | Research Industry
Content Type: Research Industry Voices

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Adopting different hats for success

Editor’s note: Karen Schofield is the head of qualitative and head of people growth strategy at Blue Yonder. This is an edited version of an article that originally appeared under the title “The Power of Perspective: Embracing Different Hats for Success.”

In the ever changing and evolving landscape of market research, the ability to perceive reality through various lenses is invaluable. Sometimes wearing a different hat is important to enable researchers to understand diverse perspectives to create truly consumer-centric products. By exploring this idea, we can appreciate the necessity of integrating multiple viewpoints to achieve comprehensive and actionable insights.

Perception is everything

At its core, reality is shaped by individual perceptions. Each person’s understanding of the world is influenced by their experiences, knowledge and biases. This idea is especially pertinent in market research, where stakeholders, ranging from scientists and research and development teams to marketers and end users, each hold unique perspectives on a product’s purpose, functionality and value. Recognizing and reconciling these differing viewpoints is crucial for developing products that resonate with consumers.

Wearing different hats: The roles marketing researchers must take on

To navigate complex perceptions, researchers must adopt various “hats” or roles. This approach allows them to see the product and its usage from multiple angles, ensuring a well-rounded understanding.

The keys hats researchers should wear

1. Devil’s advocate hat

This role involves challenging assumptions and probing deeper into the stakeholders beliefs. By questioning what matters most to different groups, such as efficacy for research and development teams, safety for compliance officers and brand loyalty for marketers, researchers can uncover underlying biases and conflicts. This critical perspective helps identify areas where stakeholders perceptions diverge from actual consumer behavior.

2. Contextual hat

Understanding the context in which a product is used is essential. Researchers must immerse themselves in the real-world environments where consumers interact with the product. This means observing and analyzing how the product fits into daily routines, addressing practical challenges and capturing the nuances of user behavior. By situating themselves in the consumers’ shoes, researchers gain insights that are often missed in controlled settings.

3. Qualitative and quantitative hats

Balancing qualitative and quantitative research methods provides a holistic view of consumer behavior. Qualitative research, such as in-depth interviews and ethnography, reveals the stories and motivations behind consumer actions. Quantitative research on the other hand offers statistical validation and identifies broader trends. Integrating both methods ensures that the insights are both rich and statistically significant.

4. Director’s hat

This role combines different and diverse perspectives into a unified message. Researchers act as directors, piecing together the various viewpoints to tell a compelling story that highlights, contrasts and tensions. This narrative should not only present the data but also convey the human experiences behind the numbers. By doing so, researchers can engage stakeholders and drive meaningful action.

The importance of contrast and tension in market research

A powerful story is built on contrast and tension. In market research, this means highlighting the disparities between different perspectives and showcasing the complexities of consumer behavior. For instance, while stakeholders might believe that hygiene is a top priority for consumers, real-world observations might reveal that actual practices often fall short of this ideal. These contrasts are not anomalies to be glossed over but essential elements that enrich the narrative and provide deeper insights.

Driving action through empathy

The goal of wearing different hats in research is to drive design through empathy. By recognizing consumer emotions and feelings, researchers can get more meaningful interactions and a deeper understanding to create products that genuinely meet consumer needs. This involves not only addressing functional requirements but also considering the emotional and practical aspects of product usage. When stakeholders see the full picture they are more likely to support innovative solutions that resonate with the market.

Wearing different hats for commercial success

Embracing the concept of wearing different hats in market research allows for a richer, more complex understanding of consumer behavior. By adopting multiple roles, researchers can uncover hidden insights, highlight critical contrasts and tell compelling stories that drive action. In an industry where reality is often a matter of perception, this multi-role approach is key to creating products that truly connect with consumers and achieve commercial success.