FOR BUSINESSES AND/OR INDIVIDUALS
The Dragon Project Process for research guidance and/or full service
Dragon Consulting strives to provide professional and reliable service; an experience that makes the process stress-free from start to finish. And I can see you making that “Oh, puhleeez?” face! So, ok. Yes: you’re going to be parting with a fair chunk of change, and that’s just stressful, since you’re not really so keen to do this research thing anyway. I know that you’re sitting there thinking: Is it really going to help? Is it really going to make a difference? Do I really need this?
Only you can decide…
What I can tell you from years of working in the research industry with big and small clients who felt exactly the way you do, is that they were usually a whole lot more comfortable and confident taking that business decision with a little bit of solid information behind them.
In some cases the information just confirmed what my clients already knew. Their feeling? “Whew! Relief that I know my industry!”
In other cases the information gave some surprising insights and guided them on a new or different path. Their feeling? “Whew! Relief that I didn’t go off and waste effort barking up the wrong tree!”
Either way, I’ve always found that it pays to do a little homework. Gut feel will only take you so far, and then you need to get off the quicksand and onto more solid footing.
The Dragon process is neither fancy nor unique (or it shouldn’t be!) It is simply professional, and effective.
- We get a clear view on what you really need to know – collaboration and clear focus are key!
Some of the questions we might work together to understand include:
- How does my brand compare with my competitors in terms of awareness and/or usage?
- What do my customers really want?
- How do consumers see my brand vs. my competition?
- How could we improve our offering?
- Is my product priced right?
- How will my new offering be received?
These are just some examples of what you might need to know. Through discussion of your business and your goals we’d establish exactly what you need to know to move your business forward. Have a look at the page on “What is market research?” if you’d like a few more ideas about what research can do for your business.
- Formulate research objectives to align with business goals
- Decide the appropriate approach and techniques to acquire relevant information
- Design appropriate measurement tools
- Formulate an appropriate analysis plan
You’ll be thrilled to know that I will NOT be going into all the details about methodologies and data collection/ preparation, or data analysis here. All that detail is in the Nuts & Bolts section of this website so feel free to have a read (if you REALLY have a mile-wide masochistic streak!)
I go off and do my mad scientist routine to come up with an appropriate study design that will get you what you need. During this process we’ll be liaising back and forth, because you’ll need to be in on some of the decisions (since they will impact on budget or on outcomes).
MANAGE THE MIDDLE BITS
So now we have the roadmap of what to do and how to do it, it’s time to actually get out there. This is where I rope in colleagues that I’ve worked with over many years and whom I trust to deliver the goods. The benefit to you is that you get all of our combined (and considerable) experience to ensure smooth project flow and high quality research – without the associated cost of having permanent staff in-house.
- Monitor implementation by trusted fieldwork colleagues
- Keep tabs on the data entry and processing (again, via trusted colleagues)
Whatever we’re doing, and whoever is working on your project, there’s a hawk eye keeping track of all the little bits and pieces that are happening, to make sure that they all flow smoothly and we stay on schedule.
And whatever approach is taken (qualitative or quantitative) the quality assurance procedures are built-in to work flow processes. That means you can relax and be assured that the information you get is genuine, accurate, and reliable.
GO FOR A STRONG FINISH
- Focus in on finding the story in the data
Once the data’s in electronic format it comes back to Dragon for analysis and interpretation. Sometimes (if there’s a need to do something sophisticated or complex) we’ll also have a statistician on board. Again, only people I’ve worked with and know they do good work. I’m a control freak that way, but hey – a girl’s got to have some hang-ups!
- Report back to clients
Don’t worry; there are usually no fatalities from death by PowerPoint! The goal is to have everyone awake and participating so the research gets used.
- Availability for questions/ clarifications while research findings/ recommendations are assimilated in the business / being implemented.
By now I’m sure you get the picture: there’s a lot to get done. That’s why research doesn’t come cheap! It’s also why it doesn’t happen overnight. The point is to get you the kind of information and insights you need in order to make better business decisions. In that way you are in a better position to go from strength to strength.
Dragon caters particularly for smaller businesses (or individuals) who either don’t want or can’t afford to go to the big, corporate research houses. No fancy bells or whistles just simple and straightforward research.