What do you do if you receive feedback in marketing research that you strongly disagree with?

I have encountered this from time to time. An assumption is made about how something will perform, and the result is the opposite of expectations. It's at this point that you need to have confidence in your methodology and your sample. If your method and sample are sound, then you may have just discovered something unique or saved yourself from a potential disaster. If you discover something that runs counter to a larger study with a sound methodology, then it could be that behavior or trends have changed, or that the samples were drastically different. Understanding what those differences are could be another way to explain unexpected data.

Acknowledge feedback openly. Review methodology, target audience, questionnaire design, and data processing. Question the process for biases and accuracy. Seek confirmation from reputable sources if needed. Make an informed decision based on thorough analysis. Use the experience for continuous improvement in research practices.

First of all: acknowledge the feedback with respect and displaying that the company really cares about it. Then, share with the ones that feedback relates to and try to understand it in a humble way what could possibly happened or not, to avoid any misleading and future mistakes. Its important to consider the context that bad feedback happened and to what it regards, how accurate it is and if it demands some other action from de company.

Cuando recibes comentarios en una investigación de mercados con los que no estás de acuerdo, es importante manejarlos de manera constructiva y no como crítica con actitud defensiva. La retroalimentación, incluso cuando no estás de acuerdo, puede ser una fuente de aprendizaje y crecimiento, demuestra profesionalismo y apertura, fomenta una comunicación positiva y establece una base para futuras interacciones constructivas.

Sempre é bom receber feedbacks, eles s?o movidos pelas emo??es, as quais levam o cliente a querer interagir. Neste ponto é preciso ter Inteligência Emocional para compreender a mensagem e responder com empatia e humaniza??o. Interpretar a mensagem sob a ótica do cliente é fundamental. A escuta ativa é uma skill necessária e nos levará a entender o porque do feedback, seja ele positivo ou negativo. Interpretar corretamente os sentimentos, levará à uma resposta clara e amigável. O intuito é estabelecer confian?a!

When I see data that seems wonky or not what I expect I always go to the source first. What was the sampling methodology? Was it a large enough sample? Were the questions asked in a non bias way? Was there something missed in the screening criteria that could have thrown off the dataset? When I'm sure there is not a sampling issue I take a deep breathe and remove judgement and let the consumer tell me the answer. Getting feedback isn't always easy however, if you are willing to remove the emotion and look at the data objectively there is always something there to learn. You just have to be willing to listen.

You can't ask enough questions to someone who shares unexpected feedback. It's a real learning opportunity as a marketer because you've likely triggered some association or more profound element in the consumer's mind.

Esta acción implica buscar claridad y comprensión sobre los comentarios recibidos, esto es posible, planteando preguntas y pidiendo detalles concretos para entender mejor su punto de vista y obtener posibles áreas de mejora.

Respeito e aten??o s?o atitudes que as pessoas esperam. Ao compreender a mensagem corretamente e responder com gentileza e aten??o, teremos resultados positivos, pois, para ser visto é preciso aprender a enxergar.

The second step in the feedback process involves clarifying the feedback to ensure a clear understanding of the message being conveyed. This can be achieved by asking questions to gather more details, examples, and evidence, thus confirming the interpretation of the feedback. Restating the feedback in one's own words and seeking confirmation or correction demonstrates respect and attentiveness while preventing misunderstandings.

The third step involves critically assessing the feedback's validity, relevance, and usefulness for your marketing research. You can utilize criteria like accuracy, consistency, completeness, timeliness, and applicability to gauge its quality. Additionally, comparing feedback with other sources such as your data, literature, and industry best practices helps identify its strengths and weaknesses, aiding in determining its significance.

If you want to be successful in marketing, you have to be comfortable with always admitting you were wrong. However, that doesn't mean that the data you received from one research project is always right. So I recommend that you: - Determine how you formed your assumptions - Evaluate the quality of the research - Compare it to other data points Once you have investigated for checks and balances, implement the research findings and joke about how you were "wrong again."

In market research, if a finding is contrary to internal expectations, you really need to critically evaluate the data to make sure that there are no errors in how it has been compiled or analyzed. You need to look for any sources of bias, in questioning/survey flow, timeframes, and sample selection. You need to have confidence in the data before presenting it to an internal audience who may be skeptical of the findings.

Look at the feedback objectively. Assess whether there might be validity to the points raised, even if they don’t align with your initial views. Consider the bigger picture and the potential impact on your marketing strategy.

é importante avaliar e validar o Feedback a partir de análise de repeti??o. Compreender se essa é uma percep??o individual e pontual, ou se é recorrente e frequente. No caso da primeira, cabe uma resposta, no caso da segunda, aí sim incorporar e criar um plano de a??o que corrija o problema.

If you want authenticity and customer credibility, you need to address negative feedback. The companies and people doing it well create deeper relationships with their customers because they know they're listening and acting.

Once you’ve acknowledged, clarified, and evaluated the feedback, formulate a response. Whether or not changes will be made, communicate your decision clearly, respectfully, and with rationale. If changes will be made, outline the next steps; if not, explain why the current strategy remains as is.

Everything is insight. I’ll understand where they’re coming from and if I disagree I won’t discard what they’ve said because it will come in handy and only build my case stronger. I’ll do a responsive research to either strengthen the argument or debate it. And then map the feedback and the update I did on the same whenever the project is displayed, as a part of my process.

My go to line for seeking feedback is "tell me more." Just keep saying it. Collect more feedback and try to understand without judgement.

A partir do momento que uma pessoa se disp?em a enviar uma mensagem, é porque ela está interessada em ajudar ou criticar apenas. Compreender o estado de humor do remetente é precioso para uma resposta assertiva. é importante frisar, sempre responda humanizando a rela??o (Ex.: Bom dia, espero que esteja tudo bem com você, agrade?o muito pela sua mensagem). Só depois desta introdu??o entrar efetivamente no tema, demonstrando respeito e dando a devida importancia ao comentário.

Customers' attitudes turn around when your words turn to action. Once, we got very detailed design and layout recommendations for an email from a customer for an appointment reminder. We knew our appointment reminder wasn't great, but we'd never prioritized it because it felt small. The email from the customer said, I like your company, but I have some ideas for how you could make it easier for all of us to use your service. The customer's approach helped because it was sent with good intent. But if we passed up their valuable feedback, we would have missed out. Instead we found a way to show our customers we were listening.

Es kann sogar ein gutes Storytelling in kommenden Situationen sein, die Entwicklung und den Werdegang des eigenen Standpunktes inklusive revidierter Fehlannahmen einzubinden. Das zahlt auf die eigene Glaubwürdigkeit und Authentizit?t ein, macht aus einem Fehler, einer Schw?che oder einem Problem eine St?rke.

This depends on how comprehensively the research expectation was agreed. The research findings might give something very valuable, futuristic, trend-setting insight. But if they are not what the client needs, this become wasteful to them.

As a marketing executive, it's crucial to prioritize data-driven decision-making over personal sentiments. Facts are the cornerstone of effective strategies. When it comes to interpreting data, it's essential to gather comprehensive research to support your perspective. Engage in open discussions where diverse viewpoints are considered, ultimately leading to conclusions firmly grounded in data analysis.

Aproveite o Feedback. Uma pesquisa é tema muito sério para ter vaidades e tentar ser o dono da verdade. Acolha as melhores percep??es, verifique o que pode enriquecer sua pesquisa e concluir com um resultado assertivo e de sucesso.

El seguimiento de los comentarios es crucial para cerrar el ciclo de retroalimentación y mantener una comunicación efectiva, agradecerle su tiempo dedicado y solicitarle su visión sobre la actualización del estudio, demostrará de nuevo tu profesionalidad.

Actually, this one is often overlooked. Don't make a big thing about it, just agree on say a timeframe on when the agreed changes will take place and even a second evaluation can be done. Depending on their role, they might even become your mentor or coach!

Use the evidence to explore other sources and understand any corroborating evidence - it may be that's something's been missed, or has emerged, that challenges the current body of knowledge.

Getting feedback that is not expected or contrary to a business leaders expectation is possible. Patience and a measured response works best. I remember a case where an insurance client's businesses did really well in 2021. The premiums were up and beat Quarter over Quarter as well as Year on Year target. But brand health results/ feedback from consumer was contrary. Rather than completely ignoring or pushing back on the results, the client dig deep into the data. Brand health data happened to be a leading indicator of what was to happen. The client realized that while the total premium was up, this increase was driven by first time sign-ups (due to the pandemic) rather than renewal of its existing customers. Customer loyalty was down.

First, check my ego. Second, remind myself of the purpose of this work. I am not here to agree with data – the purpose is to interrogate it, learn from it and make an informed next step.

As you strongly disagree with that feedback, either it is a completely false feedback or it is absolutely true and covers something which you never thought of (may be a new customer profile using your product/service etc.) The action is to find whether it is the former or later. If it is the former, ignore it and respond directly/indirectly to make it difficult to repeat or respond with proper facts to let the truth be seen . If it is the later take it very very seriously. Find out what can be done as a corrective action(e.g. respond to that user, offer a replacement of product/service etc.) as well as preventive action (how this can be taken care of in your process). I hope this helps.

I wish I had more feedback from the right personas during my career. Do fear feedback, go hunt for it, especially from experienced team members. A professional player of any sport has coaches who are constantly giving feedback - aim for the same!