As you may already know, an AMA is an “Ask Me Anything” session or online thread, popularized on Reddit, in which someone takes questions from the public. AMAs are conducted with celebrities, business leaders, politicians, athletes, and just about anyone you could think of. For example, a few that are active as I write this:
- I work in a federal prison…AMA
- I was struck by lightning…AMA
- I have over 200 houseplants…AMA
- I do medieval armored combat…AMA
Through AMAs we have learned, among other things, that Nicolas Cage’s favorite insect is the honeybee, that Nicolas Cage’s second favorite insect is the firefly, and that Bill Gates watches White Lotus. Who knew?!
Recently, I considered that there is an AMA-like quality to the work we do at Coleman Insights, in the sense that we facilitate the asking and answering of questions. Our clients have target consumers, and even with available performance metrics, it’s not always clear what needs to be done to attract and satisfy them. “Are they aware of my brand?” “Do they like my brand?” “What could my brand be doing to better align with their tastes and needs?” Even the most talented, experienced managers are wary of relying too heavily on gut and instinct, of being out of touch with the people they’re trying to serve, of not understanding what’s driving behavior. Our clients have questions for their target consumers, and our team at Coleman Insights uses quantitative and qualitative research tools to ask and get answers to those burning questions.
When someone says, “It’s time to call Coleman,” it’s not because they think we already have the answers; it’s because they trust that we can help them get the answers. That is, they understand and value our research process. Whether you are working with Coleman Insights or another company, it is important to be thoughtful through every step of the process.
First, at the outset of the project, engage in an in-depth conversation with your research partner about your needs and priorities. Different needs call for different research approaches, in terms of methodology, sample structure, and questions asked. For example, some needs may call for a large quantitative study, while others are best addressed with a small set of free-flowing one-on-one interviews; sometimes you need to focus on your base consumers, while other times you’d want to primarily hear from non-users. Recognize that you may need to prioritize your needs, and be open to adjusting your research approach accordingly.
There is immense value in asking the right questions of your target consumers. (Photo credit: Shutterstock)
Second, talk with your research partner about the fielding process, i.e., the process of completing interviews and collecting data. Consider trade-offs that may exist between cost/speed and quality.
Third, understand at the beginning what to expect at the end. That is, make sure you are on the same page with your research partner about the final deliverable. In some cases, you may want to invest in a full-service experience with analysis, recommendations, and hands-on implementation assistance; and in others, all you may need is the delivery of a no-frills data set.
With a trusted research partner and a thoughtful approach to the process, you’ll be well-positioned to get the most out of an investment in AMA time with your target consumers.
