There is a lot of noise out there, and a lot of different perspectives. We understand how stressful, difficult and confusing it can be for our clients to determine what or who to believe. We also realize that not every organization has a huge budget, or has a high level of comfort and familiarity with formal market research. This is where we come in.

Most of our meetings with new clients unfold in a similar manner; introductions are made, and the client provides us with a description of their organization. They then begin to list all of the things they do not know – or fully understand – about the key question they need their research supplier to answer.

As a market and public opinion research firm that has worked with private and public sector clients, with small businesses to big corporations and governments, the nature of this question varies widely: “Why are our customers buying less from us than we expected?”, “Is our advertising working?”, or “What would the general public think if we pursued this kind of policy?” are just a few examples.

In most cases, the client already has a theory or two about the correct answer. This may be informed by their own ‘hunch’, anecdotal information, the opinions of a select number of people inside or outside of their organization, or by snippets of data they have accumulated along the way.

As meetings progress, our clients describe in more and more detail everything they know, or think they know, about their problem. It becomes apparent that they are wrestling with just one very simple but important question: “Who (or what) should I believe?”

As we get settled into 2016, it seems like the answer to that question has become more complicated. The amount of information feeding into organizations is increasing at a rapid rate. There are more sources of data than ever before, and certainly no shortage of experts offering their opinions on what people want or expect from your company or government, and what the latest trend might be in consumer behaviour. One negative tweet or blog post can put a team into a panic for weeks.

Our role is to work alongside our client to shepherd them through the process of discerning the meaning from the noise. We are not all-seeing, all-knowing ‘gurus’ who think we know your business better than you do. What we do know is how to craft an affordable and tailored research and monitoring plan that will bring all of your information streams together. Using our many years of experience, we work to start finding the answers you need.

The new business reality is that those organizations that fail to use and analyze information properly will be outpaced by their competitors, and will ultimately fail.  They will continue to make decisions based on wrong or incomplete information, be blindsided by changes in the marketplace, and will waste time and energy following the wrong strategies.

On the other hand, those that embrace a system for collecting and distilling the information around them will achieve a competitive advantage that will compound as they get better and better at playing the game. They will become more informed and confident in their decision-making, and will waste less time on internal debates about the right path to follow.

Thinkwell Research offers a free research assessment to help you identify what information you should be using, and how you can begin to use it. If you are tired of all the guessing and uncertainty, and are seeking the confidence provided by a system for making better sense of the world around you, contact us at 902-492-3407 or len@thinkwellresearch.ca to get started.

05 May 2016