Embracing change in market research with Alysse Henkel

On the latest episode of "Now That’s Significant," we welcomed Alysse Henkel, vice president of research at The Vision Council. Alysse shared her journey from program evaluation to market research in the nonprofit sector. She highlighted the similarities and differences between the two fields and discussed the unique challenges she faced during this transition. She's not alone - a huge percentage of individuals working in the market research field, did not start out in the industry. So this transition tale is a relatively common one.

Alysse noted that while both program evaluation and market research involve similar methodologies like surveys, interviews, and data analysis, the terminology and focus can differ significantly. For instance, nonprofit program evaluation often emphasizes the rigor and methodology of research to build trust with funders and other stakeholders. In contrast, market research in the commercial sector tends to prioritize results and actionable insights.

Overcoming challenges in market research technology adoption

A key theme during our discussion with Alysse was the challenge of adopting new systems and methodologies in market research. She highlighted the common concerns researchers face, which can be categorized into three main areas: usability, impact on workflow, and technical capabilities.

Usability, learning curve, and team adoption
Alysse emphasized the importance of simplicity and user-friendly interfaces in new software tools. She also recommended phased adoption and pilot programs to minimize disruption and ensure team members are on board with the changes. Clear communication about the benefits and functionalities of new tools is crucial to overcoming resistance.

Impact on workflow and productivity
Addressing the concern of whether new tools will save time or add complexity, Alysse suggested conducting thorough time analyses and requesting demos or trial periods. She stressed that new tools should provide significant efficiency gains over current methods. Setting up personalized demo environments and engaging with case studies can help assess the tool’s value-add.

Ensuring data accuracy and reliability
Alysse underscored the importance of selecting software that adheres to industry standards and employs rigorous validation methods. Understanding the statistical methods used by the software and ensuring access to respondent-level data are essential for confidence in the tool's capabilities.

Modernizing market research processes

Many turn to expert market research vendors for help with their project, and Alysse warns against challenges surrounding data migration and potential vendor lock-in. Alysse advised planning for easy data export in the any newly adopted tools to prevent future challenges. She also highlighted the importance of choosing a tool that is agnostic to data collection agencies, allowing for flexibility in data sources.

She also shared her experience of modernizing data systems at The Vision Council. Upon joining, she found that survey data was stored in Excel files on a single colleague's desktop, posing significant risks. She implemented new data storage protocols, ensuring data was stored in multiple locations and improving data governance. This overhaul not only secured the data but also enhanced the quality of data analysis and reporting.

Another of Alysse’s major projects involved revamping a long-standing tracker survey to improve its relevance and accuracy. By conducting cognitive interviews, she identified problematic questions and ensured the survey language was easily understood by respondents. This approach helped make a compelling case for necessary changes, resulting in a shorter, more effective survey instrument.

Looking ahead, Alysse sees a trend towards more qualitative research, driven by advancements in AI that reduce analysis costs. She also highlighted a shift toward using big data sets for economic research, moving away from traditional survey methods. This transition allows for more accurate and reliable insights based on actual transaction data.