Last updated on Aug 4, 2024

You're faced with conflicting insights in your marketing research. How do you choose the right path forward?

When diving into marketing research, you might find yourself sorting through a mountain of data, only to uncover insights that seem to contradict each other. This situation can be quite the conundrum. You know that each piece of data could be a crucial puzzle piece to understanding your market, but when they don't fit together, how do you proceed? It's like trying to navigate through a maze with multiple exits; choosing the right path forward requires a strategic approach and a clear understanding of your goals.

1 Assess Data

Assessing the quality and relevance of your data is the first step to resolving conflicting insights. Look at the methodology used to gather the data, the sample size, and whether it's representative of your target audience. Are there any biases that could have influenced the results? Understanding these factors can help you weigh the validity of each insight. Sometimes, discrepancies in data arise from poorly designed research or an unrepresentative sample. By critically evaluating your data sources, you can determine which insights are built on solid ground and which might be standing on shaky foundations.

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Marcos R. D.

Corporate Strategy | M&A | Finance & Accounting | Commercial Excellence | Pricing | Marketing | Communications | CRM | Market Research | Market Intelligence | Data Analytics | Digital Transformation
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When faced with conflicting insights in marketing research, prioritize data quality and relevance. Evaluate the sources of each insight for credibility and methodology. Align findings with business objectives and KPIs to determine strategic importance. Use statistical analysis to identify significant patterns and trends. Seek input from cross-functional teams for broader perspectives. If needed, conduct additional research to fill gaps. Choose the path that offers the most actionable and reliable outcomes, ensuring alignment with overall strategic goals.

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Mark Eisner

Owner, Mark Eisner and Associates
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My only thought is that examination of the sample should be done prior to survey execution. We shouldn’t have to wait till after the results to determine if the date was defected by the sample selection or size.

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2 Prioritize Goals

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3 Engage Stakeholders

Involving stakeholders can provide additional perspectives that may help in resolving conflicting insights. These stakeholders could include team members from different departments, customers, or industry experts. Each group brings a unique viewpoint that can shed light on why certain data may be conflicting. For example, sales teams might have direct feedback from customers that supports or challenges research findings. Engaging with a diverse set of stakeholders can help you see the bigger picture and make a more informed decision.

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Mark Eisner

Owner, Mark Eisner and Associates
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But having too much input can sometimes lead to a compromise solution which often isn’t the best. Remember, too many cooks can spoil the pot

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4 Test Hypotheses

When the path forward isn't clear, consider testing your hypotheses through experiments or pilot programs. Create A/B tests to see which insight leads to better outcomes, or conduct small-scale campaigns to gauge the response of your target audience. This hands-on approach allows you to collect real-world data that can confirm or refute your initial findings. Testing in a controlled environment helps to reduce risks and provides concrete evidence to guide your marketing strategy.

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Mark Eisner

Owner, Mark Eisner and Associates
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In the 2000 presidential election, the supervisor of elections for Palm Beach County decided that was not necessary to pretest the “butterfly ballot among voters. What a mess that created!

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5 Learn from Customers

Direct feedback from your customers can be invaluable when dealing with conflicting marketing research insights. Conduct surveys, focus groups, or one-on-one interviews to get to the heart of what your customers truly think and feel. Their responses can highlight trends or preferences that your initial research may have missed or misinterpreted. Remember, at the end of the day, your marketing efforts are meant to resonate with your customers, so their voice should be a key factor in your decision-making process.

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6 Iterate Continuously

The marketing landscape is ever-changing, and so should your approach to research. Don't be afraid to revisit your findings and iterate on your strategies as new data comes in. This iterative process ensures that your marketing decisions stay relevant and effective. Embrace the fact that what works today might not work tomorrow, and use conflicting insights as an opportunity to learn and adapt. By continuously refining your approach, you can navigate through uncertainty and find the right path for your marketing goals.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're faced with conflicting insights in your marketing research. How do you choose the right path forward?

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1 Assess Data

2 Prioritize Goals

3 Engage Stakeholders

4 Test Hypotheses

5 Learn from Customers

6 Iterate Continuously

7 Here’s what else to consider

Marketing Research

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