-- Paul Hawken, Growing a Business

In our view, research should not be data oriented, it should be information and understanding oriented.  In fact, research should make a difference in what you're doing and how you're doing it. 

Our rules for effective Market Research include:

• If you won't use the results, don't do the research.

• Test key issues first, then the details. Test new product potential before the packaging.

• Understand key research methods and how they work. Not the  statistical details, just the basics. Poor research frequently stems from improperly chosen research techniques.

• If you hire research consultants, don't let them 'mystify' your research. If they can't or won't translate what you need into a clear research plan that you can understand, find a new team.

• Carefully record the details of all your marketing efforts and results. Remember, information not immediately used is always needed once you throw it away - so be careful.

• Look for cause and effect relationships in everything. If sales are up in Cleveland, donft just celebrate - find out why. Ask questions, check statistics, call local newspapers, find out what's happening, etc. Start and maintain good records.

• Use computer databases and the web.

• Evaluate packaged research studies before re-inventing the wheel. Many research firms and trade groups conduct general market studies. Use these resources first.

• Constantly ask questions of your customers and non-customers. 'Trends emerge softly.'