From the course: Market Research: B2B

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Defining your research goals

Defining your research goals

From the course: Market Research: B2B

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Defining your research goals

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- [Instructor] The number one reason companies fail to get what they need out of their B2B research is simple. It's because they haven't defined their goals. Too many times, companies skip this step. They launch right into an interview guide or a survey draft, and then they're left thinking, why aren't we learning what we need? It's because they didn't spend the time to think through their goals upfront. Research goals are questions established at the start of your project that guide your research and serve as your success metrics once the project has finished. They tell you exactly what you hope to learn from your research. And they enable you to design your study with the best methods and questions to get you the result you need. I can't tell you what a heart sinking feeling it is to know that you've invested your time and your money and your energy into research, but you didn't ask the right questions or set the…

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