IM (Market Research) is and will be one of the essential marketing tools for any strategy development that the company considers implementing. We would dare to say that it is not one but the tool, where its basic principle of observation is key to laying the foundations for any organizational objective.

From the point of view of a strategist, any investigation is informative, but its functionality will depend initially on the correct approach to objectives, followed by implementing the appropriate methodology, determining the sample, being sure that the survey will be complete and, therefore, Assuming that both the profile and the integrity of the information are validated, this will largely depend on the Research Agency with whom you decide to work. At ACSI Research, integrity is one of the fundamental pillars and reason for being of daily work.

On this occasion we will not address issues that are basic in the design and planning of the data collection of the project and / or study that will be carried out, since these must be fulfilled yes or yes when we talk about truly professional Agencies or that are associated to a regulatory body, as it is in this industry, the AMAI (Mexican Association of Market Research Agencies). Rather, we will focus on the fine points and on the question of what to do so that the information and other reports obtained from said investigation are actionable or functional for the organization, that is, so that the information goes from data with percentages to discover insights.

The first thing to know is that the supplier is an expert in the subject of IM, knows the scope of the proposed methodologies, samples, distribution and of course the results, while the client and/or company is an expert in the turn and/or industry in which it develops, so it will be essential that they team up to complement both the design of the investigation and the molding of the information and by molding we refer to the specific or special direction that will make the information is functional and therefore actionable without compromising its integrity. As far as the design of the research is concerned, the fine and complementary work will be based on determining both the profile of the interviewee and/or respondent, their demographics and the key questions which will be of great relevance for the functionality of the information, the latter This step in the design of the research gives rise to the shaping of the information in the results, since with these questions we intend to answer possible approaches and/or doubts that led us to make IM and in return obtain, as we call it in ACSI Research, la carnita, which correctly said is actionable data or insights.

Now, once we have this complementary approach, we must keep in mind that many times the research work does not end when the results are delivered, although the agency’s work has finished, operationally speaking, a working alliance remains that remains and this is where the functional part of the investigation begins, to a great extent will depend on the internal analysis of the results, however, in said analysis several extra approaches may arise, so to speak, that can fall into two assumptions, The first is the need to carry out a new research phase that helps to deepen and clear up the new unknown, by which we refer to problems that were detected or opportunities that were not in sight, in this case the methodology would be reviewed. that can respond and be more efficient. The second assumption is based on simpler approaches that perhaps require depth in the same results, which is why they can be resolved with the same information, in these cases we can contemplate approaches such as, from a certain evaluation, knowing which profile evaluated better or worse , also in the level of acceptance of a new flavor or product, to know in which city there was more acceptance, in these cases statistical crosses or contingency tables can be used, which are, as the name implies, a cross between two variables such as demographics and key questions or by any other variable.

For example, in the service evaluation of a bakery, 50.8% mentioned that it is excellent, while 41.6% said that it was good, 6.1% said that it was bad and lastly, 0.8% was terrible, we seek to know how they behave the evaluations by participant profile, which is the one that best evaluated and also which profile considers the service to be bad. In this way we can observe that 68.0% of millennial business men and women (profile classification worked together with the client) are the ones that best evaluated said service, with 17.2 points over the global total, likewise men and women of baby boomer businesses, are the ones with the highest percentage of poor evaluation of the service with 11.4%, 5.3 points over the global total.

Just like this one, we can generate various approaches, and even a deeper crossover could be made by adding layers, that is, dividing not only profile (1st layer) but also by sex (2nd layer). This is known as a two-dimensional crossover.

Just like this one, we can generate various approaches, and even a deeper crossover could be made by adding layers, that is, dividing not only profile (1st layer) but also by sex (2nd layer). This is known as a two-dimensional crossover.

The need to cross variables will depend on the analysis that the client wishes to deepen so that the information is actionable for the company. Another way to make functional use of the crosses is to determine the profile of your current or potential client. At ACSI Research we are experts in obtaining these profiles. We have several tools and methodologies, such as clustering, two-dimensional and three-dimensional statistical crosses.

Now that we know what information can be crossed, we can propose from the research design, the way in which it is necessary to cross information, by city, gender, age or by more specific variables, likewise in ACSI Research the researchers during the data process, they detect insights that are included in the results or crosses that detect that they are functional following the research objectives.

Let’s team up to make the results actionable.

If there are doubts about how to interpret the crossings, leave your comments.