TKW Research Group

The dashboard that nobody reads. Every major research programme eventually produces a dashboard. Beautifully designed. Colour-coded. Interactive. Accessible 24/7. And then, quietly, almost nobody looks at it after the first month. Dashboards fail not because of design but because they're built to display data rather than answer questions. If the person logging in doesn't have a clear reason to be there, they won't be. The most used research tool I've ever seen was a two-page monthly summary emailed every Monday morning. No logins. No filters. Just the three numbers that mattered. What's the most effective way you've seen research findings actually used inside an organisation? #TKWResearch #DataCollection    #MarketResearch #DataVisualization #ResearchInsights #Dashboards #BusinessIntelligence

We've confused speed with insight. Turnaround times in market research have compressed dramatically. What used to take six weeks now takes six days. Sometimes six hours. Speed has genuine value. But something gets lost when there's no time to sit with the data. To question it. To let a strange finding lead somewhere unexpected. The best research insights I've ever seen came from teams that slowed down before the report, not just during fieldwork. Is your organisation making space for thinking, or just making space for delivery? #TKWResearch #DataCollection    #MarketResearch #ResearchInsights #DataAnalysis #ResearchQuality #Fieldwork

The survey response rate myth We obsess over response rates. But a 30% response rate from a properly recruited, representative sample beats a 70% response rate from a self-selected online panel every single time. The number of people who answer isn't the point. The quality of who answers is everything. How often does your team interrogate sample composition before celebrating a "great" response rate? #TKWResearch #DataCollection #MarketResearch #DataQuality #SurveyMethodology #ResearchDesign #AustralianResearch

NPS: the most loved and most abused metric in research. Net Promoter Score is elegant in its simplicity. One question. One number. Easy to track, easy to benchmark, easy to present to a board. It is also one of the most frequently misused metrics in the industry. NPS tells you how likely someone is to recommend you. It does not tell you why. It does not tell you what to do about it. It does not automatically correlate with revenue growth, regardless of what some early studies suggested. And benchmarking your NPS against industry averages from different countries, different methodologies, and different question placements is a statistical exercise of limited validity. Used well, as one signal among many, NPS is useful. Used as the sole measure of customer experience, it hides more than it reveals. What's your honest assessment of NPS as a research tool? #TKWResearch #DataCollection  #NPS #NetPromoterScore #CustomerExperience #MarketResearch #CXResearch

The Best Research Question I Ever Heard Wasn't a Question Client brief: "We need to know if customers would buy our new premium product at $X price point." Research rookie response: "On a scale of 1-10, how likely are you to purchase this product at $X?" Experienced researcher response: "What problem are you actually trying to solve?" Here's what we discovered: They didn't need purchase intent data. They needed confidence that their premium positioning wouldn't cannibalise their core range. The real question wasn't "Will people buy this?" It was "Will this steal sales from what we already sell?" Completely different research design. Completely different insights. Completely different business outcome. This is the skill AI can't replace: Knowing when the stated research question isn't the actual business question. Classic examples I see regularly: 💣 "We need to test messaging" → Actually means: "We're losing market share and don't know why" 💣 "What features do customers want?" → Actually means: "Our product roadmap is being driven by engineering, not customers" 💣 "How's our brand perception?" → Actually means: "Sales are down and we're trying to figure out if it's our fault" 💣 "Should we launch in market X?" → Actually means: "The CEO's convinced this is the next growth opportunity, prove him right" The pattern: Stakeholders come with solutions disguised as questions. Our job is to uncover the actual problem. Because if you answer the wrong question brilliantly, you've wasted everyone's time and money. What experienced researchers do differently: ⭐ Question the brief (respectfully but persistently) ⭐ Map the business context before designing methodology ⭐ Identify competing objectives (cost vs quality, speed vs depth) ⭐ Translate research questions into business decisions Say "that's not a research problem, that's a strategy problem" This is strategic consulting, not order-taking. It's why research should have a seat at the decision-making table, not just be a service function that executes briefs. The test: Before you design your next study, ask: "If we had perfect data answering this question, what decision would we make differently?" If you can't answer that clearly, you're not ready to start researching yet. Research isn't about collecting data. It's about enabling better decisions. And better decisions start with better questions. What's the business question hiding behind your research question? #MarketResearch #StrategicResearch #BusinessIntelligence #ResearchDesign #TKWResearch #ClientRelationships #ThoughtLeadership #ResearchStrategy

Australia vs the World: Where We Stand in the Global Market Research Landscape The global market research industry is booming. Revenue crossed $150 billion USD in 2024, growing at 7.29% CAGR. Australia's market research industry? We're contracting. The Numbers: 💥 Global: $150B+ USD, 7.29% annual growth, US dominates with $48B, 95% of researchers using AI regularly 💥 Australia: $3.6B AUD, -1.3% annual decline over five years, projected 3.6% growth in 2026, heavy Census-driven volatility What's behind the divergence? Globally, corporate profits surged 10.7% over five years, giving businesses fiscal flexibility to invest heavily in consumer insights. Australia's different. ABS Census cycles create dramatic revenue swings. Between census years, government research spending is constrained. We maintain stronger reliance on traditional CATI and CAPI methodologies facing pricing pressures. Australian businesses have been more cautious with research budgets through economic uncertainty. But here's the crucial point: We're facing the same AI transformation as the rest of the world. Globally, the gap isn't between those using AI and those not – it's between organisations with clear AI strategy and those still experimenting. Australian firms are navigating this transformation with tighter margins and volatile revenue. That makes strategic AI integration even more critical. We can't afford expensive experiments. We need disciplined, strategic, quality-focused outcomes. The opportunity: Australia represents roughly 2.5% of the global market. Smaller player, but more nimble. We can adopt global best practices faster, leverage innovations from larger markets, and focus on what we do distinctively well – rigorous methodologies, quality data collection, and research integrity. Growth is projected to return in 2026 as business confidence strengthens and Census creates momentum. But only if we adapt strategically. The question isn't whether Australian market research will grow. The question is whether individual firms will position themselves to capture that growth when it arrives. What are you doing to prepare? #MarketResearch #AustralianMarketResearch #GlobalTrends #IndustryAnalysis #MRX #BusinessIntelligence #TKWResearch #ResearchIndustry #DataCollection #AIinResearch #MarketIntelligence

This made me laugh... and then it made me think...... Australian comedian Nazeem Hussain brilliantly demonstrates "the power of a clipboard and lanyard" in this TikTok video – conducting completely pointless surveys that people genuinely engage with because he looks official. https://lnkd.in/g3GmhTKH It's funny. But it's also uncomfortably close to a real problem in our industry. We're living in an era where bots make up 20-40% of survey responses that slip past traditional screening. Where synthetic respondents pollute samples. Where anyone with a panel and a survey tool can claim to be conducting "market research." The clipboard and lanyard might be a comedic prop, but the principle is real: appearance of legitimacy ≠ actual legitimacy. This is why data integrity matters more than ever. Why ISO certifications aren't just paperwork – they're proof of process. Why working with reputable data collection partners who have robust quality controls isn't optional. Because your clients are making business decisions worth millions based on the insights you provide. And those insights are only as good as the data they're built on. The next time someone offers you a suspiciously cheap panel or promises impossibly fast fieldwork, remember Nazeem's clipboard. Looking official is easy. Delivering genuine, quality data? That takes systems, accountability, and integrity. What quality controls do you have in place to ensure you're not inadvertently working with the research equivalent of a clipboard and lanyard? #MarketResearch #DataIntegrity #DataQuality #ResearchStandards #ISO20252 #QualityControl #TKWResearch #AustralianMarketResearch #ResearchEthics @Nazeem Hussian