Understanding what brands and people think and how they make decisions is often more of a journey than a series of goals. Therefore, a definitive conclusion will never be reached on these tasks, and they will require a constant investment of financial and human resources. Although techniques and tools that facilitate the work and shorten delivery timelines appear periodically, we will always face a reality that often presents more than a few headaches.
When we collect consumer data and information, there is always the possibility of finding values and answers that fall outside our coding plans. Far from being just a problem, this situation can be an area of opportunity that enriches our research rather than hindering it. However, it demands a clear and accurate understanding of the implications of these results. Therefore, this week we’ve listed four null or negative findings that can tell you more than you think about Market Research.
Doesn’t know. There are many ways to approach this code. It can be a nightmare if not detected early. When a sample or population is unable to answer a question in some way and cites a lack of knowledge on the subject, we may be facing several scenarios. In any case, it is imperative to determine the causes of this phenomenon. If it is an extrinsic cause, it may be due, among other things, to the fact that the people contacted are spontaneously unaware of a given reality. If it is intrinsic, there may be a gap between the design of the question and the level of education of the market being studied.
Not apply. In other scenarios, every effort can be made to design a questionnaire or topic guide that we assert covers the generality of a situation. However, during fieldwork, we may detect that many responses with this code accumulate. Assuming there is a clear understanding between interviewees and interviewers, we may be facing a situation that we were unable to foresee. Given this possibility, it is suggested to gather the reason for the response and delve deeper into the lack of application through subsequent qualitative studies. Otherwise, perhaps the profiling wasn’t designed correctly.
Refuse to answer. In an ideal world, everyone should feel completely confident answering questions of any kind without major fears. However, the situation in many regions is very different. Despite advances in regulations protecting personal data held by individuals or public institutions, it’s true that consumers and businesses are increasingly hesitant to answer questions about economic and security issues. In such cases, it’s worthwhile to abandon precise answers for these types of questions and instead work with ranges of values that provide greater peace of mind to respondents.
None. This code is very problematic because it doesn’t seem to tell us anything at first glance. It’s usually accompanied by an open-ended question asking “Specify that.” It’s not impossible that, despite efforts to code most responses in questionnaires with more items, more than one answer to a question will be along these lines. In such cases, we are finding that the phenomenon being studied is more complex than estimated, or that realities are intertwined for some reason worth exploring in depth. At the other extreme, it may be true that no existing or future code will satisfy the consumer experience.
In all scenarios, it is a mistake to ignore the points described above. Sometimes it can be tempting to subtract these codes from the analyses in order to present round, positive figures. Falling into this trap can undermine the objectivity and reliability of the research. Design flaws in the planning process are ruled out, negative or null findings reveal more than initially assumed. Whether they lead to new research or require changes in techniques to better understand reality, they should always be considered as valuable as all other discoveries.
At Acertiva, we have two decades of experience deepening our understanding of Latin American markets and consumers. As such, we have assembled a team of analysts and strategic partners who will help you meet your needs in our region. When you have a project coming up, consider us to be part of your knowledge strategy for a particular topic. Contact us right now. This could be the start of your next Market Research success story.
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