The Journey from Data Collectors to Strategic Thinkers
Historically, the role of a researcher was primarily focused on collecting information and presenting what the data and observations showed. Today, more often than not, researchers are also expected to help answer the why and then make recommendations for what comes next. At EPIC, our Marketing Intelligence Department (EPIC IQ) is built around this expectation of pairing analysis with clear recommendations.
This shift in expectations can require stepping outside of the traditional data capture and analysis arena and into areas that have typically been the focus of management consultants—requiring researchers to not only present their initial findings, but also provide context, anticipate market shifts, and guide strategic decisions.
Embracing a Holistic Research Approach
Research works best when viewed as a continuous learning process. We see the best results when we use research to not only successfully answer current business questions, but to also provide insights that can be explored further in the next phase of research. This momentum helps ensure your business insights are current and evolving at all times.
Adopting this process-oriented mindset also allows researchers to delve deeper into the motivations and patterns behind consumer behaviors and preferences than a single project can. Consider how advanced analytics based on tracking historical data has gained popularity in the sports world. Similarly, understanding and tracking consumer motivations and tendencies can provide more clarity for immediate insights and decisions than going by gut feeling or past experiences. It can also improve the forecasting of future behaviors and be built upon for long-term/ongoing research needs.
Rapid advancements in technology are also changing how researchers deliver insights and provide new opportunities for a holistic approach. AI-powered tools can help streamline data analysis, automate repetitive tasks, and uncover patterns faster than ever before. This efficiency allows researchers to focus on what truly matters: providing human expertise and perspective that ensures relevance and meaning while combining technological prowess with critical thinking to uncover actionable insights.
Key Characteristics of a Modern Research Consultant
- Strategic Foresight: Anticipating trends and aligning insights with long-term business goals and objectives.
- Effective Communication: Presenting the findings as understandable and compelling narratives that inspire action.
- Agility and Creativity: Adopting flexible, innovative methods that specifically address each unique research challenge.
- Collaborative Engagement: Partnering closely with clients and across departments to ensure research aligns with the broader business and marketing strategies
Looking Ahead: A New Paradigm for Research
The research industry finds itself at a pivotal moment. By embracing a consulting mindset, researchers can become trusted advisors and key parts of their clients’ strategic planning – not only providing the ingredients (data) but the recipe for success (actionable insights). This approach not only elevates the profession but also ensures that insights translate into impactful decisions, and not just a data dump that won’t be looked at after the final presentation.
Curious about how we can collaborate to meet your research needs? Whether you’re looking for actionable insights or a partner to guide your business strategy, we’re here to help.
Let’s discuss how EPIC IQ can turn your data into decisions.
