Here’s our spin on comedian Jeff Foxworthy’s “You might be a redneck if…” series.* We call it “Research is a commodity if…” It is inspired by our suspicion that many investment managers do not treat market research as a vital, systematic source of business intelligence.
- The company conducting the research does not understand the investment management business.
- The company conducting the research does not understand your company’s business—i.e., exactly how you are different from competitors.
| com•mod•i•ty—a mass-produced unspecialized product |
- Someone within your own company—as opposed to an independent, objective firm—conducts the research, thereby sacrificing candor and perspective.
- The research methodology is a written questionnaire—as opposed to an interview—thereby sacrificing clarity and explanatory detail.
- You wait for a big fat strategic report while important tactical information lies dormant within your research firm’s computer.
- The research report is not rigorously checked for accuracy.
- The results are “statistically significant” yet meaningless.
- The big fat report arrives and it is too boring (or poorly written) to read.
- The research findings do not provide actionable information.
- The research findings do provide actionable information, but your company does not act.
* As in, “You might be a redneck … if your bicycle has a gun rack.” Referenced with permission from Jeff Foxworthy.