What good is an opinion if you don't know what's behind it?
Another problem with many studies is that the questions are operationalized in a very vague way. What can you do with answers to statements like: 'This product is completely up-to-date' or: 'This is a product that suits me'. And even if I answer 'yes', what do you know? Fair enough, you then know to what extent customers consider your product or brand to be interchangeable or special. But the question is whether the answer to this question helps you to find out: "To what extent do you agree that brand X is unique?" If 80 percent then say 'yes', what do you know?
The total score on the question 'This is a product/brand that suits me' is therefore not very informative. What is more interesting: why does someone think that this butter with rejuvenating vitamins suits him or her so well? Why does he or she think that this remote-controlled coffee machine is so unique - or not? If I know why someone does or does not feel addressed by a product, that gives me insight into his or her motivations.
Why does someone see an advantage home furniture equipment stores email list and/or improvement in it or not? Then we're talking . But the why question is not asked in quantitative research for practical reasons (because it is difficult to analyze and quantify). And once the research results are in, they are almost never asked about internally.
Research, 'just because it can be done' or…
There is also still a huge amount of money involved in industry monitors that are conducted year after year. Such research is relatively cheap, but often yields little. Be honest: do the annual costs of that industry monitor really justify the costs? Does it help you make decisions? Do you participate in an annual image measurement because it gives you insights to adjust your policy, brand, marketing or communication strategy? Or simply because it is a regular occurrence and because you have been doing it this way for years?
What is the return on periodically measuring your image on twenty generic characteristics? A few thousand euros per year to participate in an industry monitor may sound like a bargain. But if it doesn't give you a damn about actionable insight, it's a pennywise pound foolish investment.
Do you participate in an annual image measurement because it gives you insights to adjust your policy, brand, marketing or communication strategy? Or simply because it is a regular occurrence and because you have been doing it this way for years.