Rushed Research, Flawed Results: Why Poor Timing Could Sabotage Your Business Decisions.

Timing is crucial when it comes to research. Conducting surveys at the wrong time can skew insights, leading to misaligned strategies and poorly timed decisions that miss the mark with customers and employees alike. As organizations plan activities for Q4, it’s common to see rushed initiatives aimed at ticking off tasks on a to-do list. This often includes hastily approving surveys that would have delivered better insights if conducted strategically throughout the year.For example, closing the year means facing seasonal shifts, especially in December, when people’s routines and priorities are different. Unless a survey is specifically relevant to this period—such as one gauging holiday-related sentiments—it might be unwise to conduct standard Customer Satisfaction, Employee Engagement, or Corporate Reputation surveys. Similarly, January often sees lower engagement as people ease into their routines; rushing to launch initiatives then may also yield subpar engagement (more on this in a future write-up).My recent experience highlights this importance: About a week ago i received communication about a Customer Experience survey from my bank that was followed by communication about a planned maintenance impacting their digital channels. This situation is likely to bias results especially for customers using digital platforms. This also suggested that the bank and their research partner may have overlooked the importance of aligning survey timing with operational activities.Engaging your research partner early and planning strategically helps ensure insights are accurate, timely, and aligned with your business goals. In conclusion, the right timing for research is not just a matter of convenience; it’s a critical factor that can significantly influence the quality of insights and, ultimately, your business success. A key insight to take away is that conducting surveys without considering external factors—like operational changes or seasonal shifts—can lead to skewed results that do not reflect true customer sentiment. To avoid these pitfalls, always prioritize strategic timing when planning your research activities. Engage with your research partner well in advance, taking the time to discuss operational timelines, external influences, and market conditions. This collaborative approach ensures that your research not only captures accurate data but also aligns seamlessly with your organizational goals, leading to informed decisions that truly resonate with your audience. Remember, thoughtful planning today lays the groundwork for meaningful insights tomorrow.