With only around 5 weeks of 2021 left to run, how are you getting on with planning for 2022? Lots of uncertainty? Unsure of the budget constraints? Don’t know how to grow or continue the stellar growth of lockdown? In our final webinar of 2021, we tackled the subject of planning for 2022 with a solid research foundation. Read on to find out more.
International attendance
With attendees from Finland, Spain, Germany and beyond, it was a truly international webinar. The real benefit of video-conferencing has always been the speed and efficiency of connecting with people that are geographically well-dispersed. This diversity of attendance led to some fantastic questions around the subject of research.
Planning for 2022 and why it matters
The world has changed a lot since March 2020 due to the pandemic. In fact, for many businesses it had already changed with the chilling winds of Brexit sweeping through exporters. The recent COP26 climate conference also achieved greater coverage than any previous event. Regardless of industry, things are changing rapidly. If your business, your customers, your market and your competitors have changed, how are you adapting?
Someone recently asked us whether marketers should bother planning for 2022. Unfortunately, not planning and not planning with research to inform your strategic choices is like setting sail for America in a dinghy. Sure, you might get there and get lucky. You may have taken an expensive outboard motor to help. Perhaps you called for rescue. Sailing analogies aside, the point is that for a big undertaking such as an Atlantic crossing, you plan. You plan like your life depends on it (because in this case, it actually does) to make sure you arrive safely. The weather could be dreadful (your market), you may have changed boat and need to familiarise yourself with the controls (your business), you may venture into busy shipping lanes (your competitors) and you may arrive at the other end with nobody to greet you (your customers) – but planning gives you a better chance.
A solid research foundation
The webinar tackled the meaning of research and why it is so important. Some key points to note include:
- Finding completely new insights is rare (primary research)
- Data has no value if you can’t reliably interpret it (primary research)
- Cost-effective alternatives (secondary research)
- Credibility-enhancing perspective (both)
Ultimately, attendees got to hear examples of research techniques and the benefits of research.
The attendees themselves
Representing many sectors and covering both B2C and B2B, attendees asked a number of questions. These included some deep-dive into neuroscientific techniques, the disconnect to customer wants and needs over the last 2 years and a potential rebrand of marketing.
There were specific questions on customer experience, reducing bias in research and whether other business roles need marketing awareness.
Thank you to all those who took time out from their busy schedules and thank you for the overwhelmingly positive feedback. Here are a few quotes from the session.
“Companies, indeed, are not doing research”.
“I want to understand more about your neuroscience model”.
“Does ‘marketing’ cover the breadth of what is required?”.
“Thank you for a great session”.
Thoughts on the webinar
Host of the webinar, Steven, suggested that “There seemed to be a real willingness to re-engage with research to plot a way forward. The questions were also insightful and fun for both of us to answer.”
Presenter, Mercè, added that “Despite probably talking too fast, we had a really engaged audience and some great feedback. Research is something that all businesses should be doing. It has formally been around since 1910…so, let’s look at what’s changed and how to realise new opportunities.”
Webinars for 2022
We have planned a handful of webinars for 2022 covering topics from sig sigma marketing to no leads left behind. Check out our upcoming webinars and events. These are aimed at thought-provoking subjects for all levels of attendee. With a focus on both a business and marketing lens as well as for both B2B and B2C, we hope we have something for everyone.
Despite some requests, we currently have no plans to run face-to-face events ourselves. However, we continue to co-host Club90 events and you can see us there. We may also be presenting at some third-party events next year so watch out for more details on that.
Improving businesses with a solid plan
Think Beyond exists to create value and we do this through our research, plan, change and enable services. We help marketers and the C-Suite to find new opportunities and accelerate business performance. Why not check out our research solutions and techniques to see how we can work together and join the many people planning for 2022.
If you would like to speak to a member of the team, simply call 01565 632206. Alternatively, you can email sales@think-beyond.co.uk or request a call back.
Finally, why not read a little more about getting the right research.