On the Importance of Clearly Constructed Objectives in Market Research RFPs and Proposals

Submitted by Hank Khost on November 18, 2011 - 14:45

Many market research RFPs and proposals lack well-defined objectives – and sometimes the objectives are completely missing. Two observations are relevant to this topic: The Cheshire Cat

In Wonderland, Alice asks the Cheshire Cat, “Please, can you tell me how to get out of here?"

The cat replied, “Well, that depends on where you want to go.”

Alice answered, “Anywhere, as long as it's away from here.”

“Well then, any road will take you there,” was the cat’s wise reply.

And

From marketing research guru Dr. Sid Venkatesh, “Data becomes information when it is linked to management objectives.”

The lesson from these viewpoints is that without goals or objectives, not very much that is worthwhile is achieved. Researchers cannot be expected to field or analyze optimum projects without clear statements regarding why the project is being launched in the first place.

It takes more time and effort to develop a good statement of objectives – but it pays back in more focused and actionable research findings. RFPs and proposals that do not have clear and reasonable objective sections should be stamped “Return to Sender” for remediation.

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