Q: I’m working on writing my strategic market research objectives. How do I know what I need to know?
Q: I’m working on writing my strategic market research objectives. How do I know what I need to know?
Clearly, this is one of the toughest things to do. It takes an open mind and a spirit of curiosity to figure out what you don’t know you don’t know. The best advice we can offer is to go as far as you can see, then you’ll be able to see further.
Think of it this way. If you set out to drive across your country at night, your vehicle headlights will cast light on a tiny portion of the journey. It takes courage and some faith to accept that you can’t see all the way across the country, but we know that the headlights light the way for each tiny segment of the trip as you move forward. The net result is that if you continuously go as far as you can see, you will then be able to see further and eventually you will arrive at the far side of the country. The important message here is to identify what you can see at this time, and trust that more will open up as you move forward on your learning path.
Looking at Dan’s Example in the body of Step 15 you will note 4 main areas that needed attention (learn more about writing, entrepreneurs, business books, and Dan’s assumptions). These four areas got the researcher very busy and focused on learning about critical elements of his business, which was only a small part of the learning needed. As we moved forward, other topics surfaced as critical – ebooks, website building, membership website, video productions, to name a few. So, trust that you don’t know all you need to know, cultivate an attitude of life-long learning, roll up your sleeves and become an information seeking sleuth. And don’t worry too much for now about the parts you don’t know you don’t know. They’ll rise to the surface as you need to learn them.
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