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In any complex study, the organization is key, of course. But I think it’s also important to know that ingoing hypotheses are just that – hypotheses.
As researchers, we need to remember to take a step back and let the consumer data tell us the story.
It sounds trite, but we represent the voice of the consumer. Of course, we need to add the layer of our research and business expertise to the consumer’s voice for our stakeholders, but the basis of what we do is consumer-led insights.
Ensuring we’ve done due diligence in setting up complex studies in areas of discovery or during times of discovery is critical – garbage in, garbage out – and that may mean a couple of extra steps. Things like desk research, talking with counterparts in other countries or categories, connecting dots from other research initiatives are all ways we make sure we’re at the top of our game at EyeSee to help our clients navigate complexity.
E-commerce is different from FMCG, but while it is sometimes more complex than packaging, it is at least as exciting. And with solutions such as the online path to purchase, we simplify that complexity for our clients and their stakeholders.