How do you manage internal pushback against data from your market research efforts? Ie other groups that want data to prove a point (product manager or engineer), but then don't trust the data you bring back?

We've all been there. First, you think through a problem and what you need to research. You dig in with your Insights team partner on the objectives and questionnaire. You get raw data back and sythesize. You pull together a thoughtful report with recommendations. You're excited to share it out with the team. Then you hear the doubt: "How was that question asked?" "How many people were asked?" "Are we sure we can believe that?" "Oh, yeah, I think that must be skewed." The thing I'd encourage you ...Read More

Involve these functions in the actual development and execution of the research. the worst you can do is give the impression that research is a "black box" out of which slides with percentages come out!  This means make them part of identifying the key questions, reviewing whatever instruments you are using (to a certain degree, make sure you're not violating any best practices in the spirit of inclusion) and get a sense BEFORE launching what success looks like for a particular research intiativ ...Read More

The first step is to anticipate this ahead of time by developing a stakeholder analysis as part of your research brief. Identifying potential detractors who may be intent on fending off challenges to their own theories and trying to get buy-in on the project might help down the road as you debate research findings. You don't want to be arguing over methodology and whether or not you "asked the right questions" after the work is done. At the same time, recruit a few senior leaders who can help pu ...Read More

You may be looking at a broader trust issue and its likely that the research and the data you are bringing back is likely only a symptom of this. One of the key soft skills as a PMM is to influence without authority. So think about what motivates your product team, and use that to influence them and bring them along with your ideas/perspective. Before you work on your next research project, spend some time working with your product team or engineers and find out what their goals are and what is ...Read More