The late great George Harrison of the Beatles once said, “If you don’t know where you are going, any road will get you there.” This sentiment is important both in life and in business. How do you know where you are going without perspective, information or a vision?

In business, this comes down to collecting research on the market, your customers, the consumer, and your competition. Research will provide perspective and information to guide your vision.

It may seem evident that research is essential, but several businesspeople avoid, ignore and discount it. It’s unfortunate because eventually, research becomes mandatory. Sometimes the realization of its importance comes too late for a business. However, for the more evolved in business management, they understand that research is a means to foster growth and sales.

Why is research important? Research can:

1. Validate or disprove our personal beliefs about our products, business, brand, consumer, and marketplace

2. Help us gauge our business direction and vision for the future

3. Allow us to update information and share it with sales, staff, and customers

4. Help us take advantage of new or developing business opportunities

5. Allow us to understand the difference between commonly believed perceptions and reality

6. Help us succeed

Further, solid research conducted by an experienced team of professionals helps to build the credibility of your brand and business. Moreover, your customers and staff are more likely to accept it when an experienced third party conducts the research. What do you need to get started?

1. Start with a broad 30,000-foot view of your world before diving into the details.

   Start with the BIG questions you need to answer. Getting “into the weeds” too early can only complicate the process.

2.  Know that the research will validate some of your beliefs and nullify others.       

   Be prepared to accept unexpected results.

3. Resolve yourself that everything is not on the web and Google does not have all the answers.

   This is the reason you are doing the research.

4. Consider research as a long-term, evolving process that will keep you and your company in a position of knowledge and allow you to envision change and your company’s future.

5. Understand research methods continuously evolve, do not use a twenty-year-old research paper as your standard for new projects.

6. Work with experts who can help guide the research process and answer all your questions.

Knowing where you are going in business is important and getting there with confidence is half the battle. Research will help you achieve your goals-no cliffs at the end of your path, only satisfaction and success.

Do you wish you had the research and analytics to propel your vision forward? Contact Fusion and let us show you how easy this process can be. We can show you how to create and draft your vision and insights.

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