At MMR, we see our role differently. It's all about business decisions.
Most research vendors see their role as "Information Providers" and talk about delivering "Great Insights".
We see ourselves as "Advisors to Decision-Makers".
Given that the purpose of every custom research study is to build a point of view about a business decision, we want to understand the business decision(s) we need to impact before we start designing a research study.
Too many research initiatives start with "We need to understand...". MMR shifts the focus of the initial project discussions from information needs to business decisions... "We are trying to decide..."
We ask questions and probe to be sure we clearly understand not only your research objectives (the insights you desire), but why you want to have the information and what you need to decide once you have obtained it.
Our decision focus sows the seeds of a "high impact" report before the project even begins.
Knowing your business decision(s) guides project planning throughout, from proposal to questionnaire development, and from analysis planning through delivery of our final report.
Being mindful of the business decision(s) going into a study is the best filter (and defense) against the most common frustrations expressed by research clients -- getting data dumps, unfocused information, and long, tedious reports that have to be rewritten.
