Your market research project scope has suddenly changed. How will you adapt your strategy to stay on track?

1 Assess Impact

When your market research scope changes, the first step is to assess the impact on your project. Look at the new objectives and determine how they align with your original goals. Do you need to gather different data, or can you repurpose existing information? Understanding the extent of the change helps you to prioritize tasks and decide whether you need to reallocate resources. It's crucial to communicate with your stakeholders during this process to set realistic expectations for the project's new direction.

2 Modify Plan

Once you understand the impact, modify your research plan accordingly. This may involve changing your methodology, adjusting timelines, or reallocating your budget. If you were conducting surveys, you might need to revise questions to suit the new scope. For qualitative research, such as focus groups, consider whether the participant criteria still apply. Be proactive in addressing these changes, and ensure that every aspect of your plan is aligned with the new scope.

3 Resource Shift

A shift in project scope often requires a reallocation of resources. Evaluate your team's capabilities and consider if additional expertise is needed to address the new objectives. You might need to bring in a specialist or train current team members on new methodologies. It's also important to review your budget; the new scope may require more funds or, conversely, free up resources that can be used elsewhere. Efficient resource management is key to maintaining momentum and ensuring that your project adapts successfully.

4 Engage Stakeholders

Engaging stakeholders is essential when adapting your market research strategy. Keep them informed about changes and how they affect the project's direction. Their input can provide valuable insights and help refine your approach. Make sure to address any concerns they might have and demonstrate how the adapted strategy will still meet the project's objectives. Building a collaborative relationship with stakeholders can facilitate a smoother transition and foster a sense of shared ownership over the revised project.

5 Data Integrity

Maintaining data integrity is paramount when adapting your market research strategy. Ensure that any new data collection methods are robust and that changes to the scope do not compromise the quality of your findings. It's important to review your data sources and collection techniques to confirm they are still relevant and reliable. If you're integrating new data with existing information, establish clear protocols to avoid contamination or misinterpretation of results.

6 Monitor Progress

Finally, monitor your progress closely after implementing changes to your market research strategy. Regular check-ins can help identify any issues early on, allowing for timely adjustments. Use project management tools to track milestones and deliverables, ensuring that the adapted strategy is effective and that the project remains on target. Monitoring progress not only helps keep the project on track but also provides reassurance to stakeholders that despite changes, the research is moving forward with purpose.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?