QDI’s Path to Actionable Marketing Strategies
QDI’s Process Starts with Your Goals
Since 1991, businesses ranging from Fortune 100 to privately held firms have turned to QDI for market insight and actionable strategies. QDI’s Market Insight Process is the path to these strategies.
QDI Market Insight Process:
- QDI’s Discovery Research creates new market understanding within your team
- QDI’s Value Management tools help define options and develop a strategy
- QDI’s Learning Process engages your team to create specific “what’s and how’s” that delivers you goals
QDI begins by developing an understanding of your goals and objectives. We meet with you and key members of your team. Our aim in this initial phase is to learn about your situation, your market, your organization, the challenges you face and what you are trying to accomplish.
Our Market Insight Process blends our Discovery Research and Value Management Tools with our Learning Process to create market insights. These insights are the foundation of the actionable strategies that result from working with QDI.
A Process That Leads to Action and Results
The process is structured to provide your team the involvement they need to use the findings and strategy to deliver your goals.
The process starts with collecting and organizing data, sometimes data that you already have, and sometimes data based on conducting substantial external research. This process involves both discovery learning and translating the data into useful information. Working with QDI’s Value Management tools we can translate this information into market understanding that leads to new insights about your business.
As a project progresses, we continually compare what we are learning with your goals. Are we learning what is necessary to create an actionable strategy? If not, we work with you to course correct, to make sure that our program results will meet your goals. This collaborative learning process is the cornerstone to creating an actionable strategy.
QDI’s Learning Process engages your decision-makers so that they come to understand and believe these new insights and internalize them into their decision-making. Once they believe, they make the decisions that turn the actionable strategies into market results.
See If this Process Is Right for You
We would be happy to meet with you to explore how to apply our tools and process to understand and meet your goals. In our preliminary proposal, we define your situation (objectives) and lay out the steps we will take to help you achieve your goals. We link what we will learn back to your marketing issues.
The preliminary proposal includes budget and time line projections. This is usually just a starting point. Once we reach a consensus with our client, we’re ready to begin our search for new insight; which is the key to making and implementing marketing strategy decisions.
Learn more about “QDI’s Market Insight Process” below.
QDI’s Market Insight Process
QDI has delivered actionable strategies to its clients for the past 20 years. The company’s unique way of thinking and working with clients delivers results and delights clients. Actionable strategies which are the real output for clients, is a product of QDI’s ability to help clients create new insights about their markets. These insights come from the practice of QDI’s Market Insight Process.
Let’s begin by recognizing the contradiction to traditional thinking:
Tom Morris of the Morris Institute of Human Values explains the contradiction between these two statements by saying:
“There are limits. Sometimes doing the same thing a second time when it hasn't worked the first is indeed just foolish. But sometimes it's shrewd. Wisdom consists, in part, in knowing the difference. Flexibility is a virtue. But in most matters, flexibility properly kicks in only after persistence has been given a fair chance. Morris Institute for Human Values
To grow, organizations ultimately have to make decisions about how they deploy resources. This may mean trying something different or putting more resources behind what you are doing today.
Good decisions are the product of the wisdom built from years of experience in a company and its insight about what will be successful in the market. Making the decisions that will drive growth will reqire believing something new about your markets or business that justifies the changes needed to be made. QDI’s consulting services are built to support clients in this learning process, a process which leads to the New Insight that drives growth.
Marketing Strategy Decisions
The goal of the research and the learning process is to create insights that lead to the decisions to deploy resources which create growth. This decision process is graphically depicted below and shows QDI’s role to drive the learning process.
Our consulting supports clients through the process of creating the insight that leads to decisions that drive growth. The consulting is both content and process focused.
- The content starts with your internal information, is augemented with market perspective through QDI’s Discovery Research and is synthesized into new insights through the application of QDI’s Value Management Tools. These tools provide the structure, modeling and interpretaion of the data that leads to these new insights.
- The process is the engagement with your decision-makers so that they believe these new insights and translate them into their decisions to deploy a new strategy / direction / product category to drive growth.
QDI’s role in this process is to drive the learning that creates insight. QDI’s role is in the front end of the decision-making process.
- Collects and organizes the data input needed to develop understanding
- Synthesizes, analyzes and integrates this data into a meaningful understanding of the market
- Shares this process with the client’s decision making team so that they internalize the data and develop the understanding and the belief necessary to make decisions.
Learning is the output of QDI’s Discovery Research and the application of QDI’s Value Management Tools which provide the context to synthesize all the information that is collected into new insights. The more QDI’s consults understand your business, the more they will know the issues that impact your ability to adopt new strategies, and the more than can move to supporting your decision process.
Discovery Research immerses our consultants in your industry and engages the market and your team in an on-going, open learning process. We start with what you know. We mine your internal data, interview players throughout your organization and study research you’ve conducted in the past. The next step is to explore what you don’t know. For this we go to the market. We talk with:
- Customers … yours, the competitors and potential customers
- Your channels, the competitor’s channels and potential channels
- Industry experts
- Associations and government sources to build data on the size of the opportunity
QDI’s Discovery Research paints a clear picture of your markets. It’s based on factual knowledge, market input and our expertise, and has been fine-tuned over more than 20 years of consulting. To develop the in-depth market understanding that leads to actionable marketing plans, we have to learn how the market talks, how the market makes decisions and where specific product classes, vendors or customers fit within the market’s business priorities. No one can write a questionnaire that will provide this information. Instead, we have to start with what we know and modify our questions, often on a daily basis, and even during individual interviews, to learn what we don’t know.
Our research approach is based on the Grounded Theory research concept. Grounded Theory is a qualitative, interpretive, discovery-oriented research method similar to ethnography, which is designed to facilitate theory construction from field data. In our work, the theory we are trying to construct focuses on how the market behaves and how our client’s actions can alter market behavior. What distinguishes Grounded Theory from other research is that it’s constantly evolving. It moves from the general to the specific and doesn’t set out to test a hypothesis.
Although many qualitative methods can be used in Grounded Theory, we rely primarily on unstructured in-depth interviews and secondarily on document analysis and observation. During interviews we collect both qualitative and quantitative data. Constant comparison is the heart of the process. At first we compare what we are learning from different sources, such as one interview to another interview (or other data source). Theory emerges quickly and then we begin to compare data to theory. Patterns appear either as links between categories or as insights about a core category. These patterns form the foundation for potential segmentation strategies based on how customers behave and how they value different offerings.