Know Thyself: How to conduct a perception study (and how not to do it)

KnowTHYSELF

SOCRATES

KnowTHYSELF

SOCRATES

How to conduct a perception study"Sokrates-British Museum2" by Bhickey - Own work. Licensed under Public Domain via Wikimedia Commons -http://commons.wikimedia.org/wiki/File:Sokrates-British_Museum2.jpg#mediaviewer/File:Sokrates-British_Museum2.jpg

About me

www.craig-greene.com

About me


• 17 yrs in market research

About me


• 17 yrs in market research• 12 in alternative assets

• Market commentator• In-house at GP• Service provider

About me


• Tottenham Hotspur supporter

• Can’t drive

• Significantly behind on domestic DIY projects

About me


• Enthusiastic member of Private Equity Karaoke Club

• Married• Three young children• Two Blue Peter Badges

About you•

•

•••

•www.craig-greene.com

WHODO YOU THINK YOU ARE?

HELLOI AM…

Operational value-add


HELLOI AM…



HELLOI AM…



HELLOI AM…


HELLOI AM…

More than just debt and a dice roll


HELLOI AM…


HELLOI AM…



HELLOI AM…


HELLOI AM…


HELLOI AM…

honestly, not sure…


There may be a difference between how you view yourself and how others view you


Time for a new

perspective


Perception study process


Get buy-in Choose method

Test, agree

themes

Select audience, conduct fieldwork

Workshop results Act Monitor,

review



• Firm’s leadership – for support• Front-line staff – for action


Test, agree

themes



review

Get buy-in



• Participation• Focus vs reliability

• Overt invitation from GP?• GP presented with peers?• Reveal identity at end?


Test, agree

themes



reviewChoose method



• Broad discussions• Internal• External

• Use to refine focus• Critical, generic topics and GP-specific• Balance of quant and qual


Test, agree

themes



reviewTest, agree

themes



• Who can provide most (reliable) insight?• 360° approach is best• Use competent staff – can they ask the right follow-up

questions?


Test, agree

themes



reviewSelect audience, conduct fieldwork



• Commit the time to understand the results• Listen!• Focus on action items


Test, agree

themes



review

Workshop results

How you present yourself should be


Workshop results

Differentiated Memorable

ConsistentPositive

Impactful

Credible



• Perception study is not an end in itself• Once you know how you need to present yourself,

it should inform everything you do


Test, agree

themes



review

Act



• Measure the impact of your actions• Revisit the exercise every one or two years


Test, agree

themes



reviewMonitor, review

7 deadly sins of poorly conceived and executed perception studies

SevenDeadly

sins

1. Pride

“We don’t need to do it – we already know what people think about us”


2. Sloth

“Let’s just get our PR firm to do it”


3. Gluttony

“Why can’t we ask them about x,y and z, too?”


4. Greed

“We should make sure to include my mate Dave in the sample”


5. Lust

“Can you just tell us who said that, please?”


6. Envy

“Let’s just ask them how GPx does it”


7. Wrath

“If this is what they think, they must be idiots.”


Questions?


Marketing

Know Thyself: How to conduct a perception study (and how not to do it)