Research and Analysis Paralysis: Balance Needed

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By: Dwayne W. Waite Jr.

In the past few weeks, we have been showcasing the exciting new realm of neuroscience; the application of studying brain activity and consumer behavior. We also have been hyping up the importance of market research, and why the marketing scientist shouldn't be shoved in the agency's basement while the creative director walks on roses and is steps away from turning his rolling chair into a throne.

But, to be fair, we notice that we have been showing a lot of love to doing market research and have failed to see the other side, when data collection and information analysis goes too far. The term we have used for years is "analysis paralysis," a term mostly used in Corporate America when high-level executives constantly demand more information, more insight, and more study and fail to make the best decision, or fail to make a decision at all.

Professionals in AdLand can make such a mistake. One of the most important decisions Adfolks can make involves the timing of the campaign. When people are listening, when they're more apt to engage, and when people will see the creative are decisions that are as important as the creative and data themselves. Perhaps even more so, for no matter how good the ad is, no matter how well researched it is, if the ad isn't seen by the audience, it really doesn't matter. Research is good, but it must not interfere with the more important decisions, like timing.

What are the warning signs of analysis paralysis? It's hard to say. But like the Hippocratic Oath states, "What needs prevention has no cure." Here are three ways to prevent analysis paralysis and still maintain a solid foundation of market research:

1. Define the Problem or Question as Simply as Possible
Multiple questions, complex environments, or murky issues will set your research team up for failure. They won't know what findings are relevant and will compile as much information as they can to cover all their bases. But if you define what you're looking for in simple terms, the answer will come much faster, and will provide better insight.

2. Stick to Your Scope
Sometimes when looking for insight, we "go down the rabbit hole" and find out all kinds of interesting things. If the insight helps the project, then by all means, go for it! But if it is outside the scope, earmark it and move on.

3. Provide Clear Analysis
Let's say the research you gathered will be presented to a team or the leadership for them to make a decision. Will you leave them hanging for recommendations or a course of action? Of course not. Providing 1–3 key findings and recommendations will not only keep your research from going back to the data, but it will help the decision-makers design a path faster for the project at hand.

A great agency team uses both insight and creativity, but as always, there's a necessary balance to maintain to be effective.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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