By Thomas R. Schori, Ph.D., and Michael L. Garee, Principals, Millennium Marketing Research, 808 E. Ironwood, Normal, IL 61761-5239.
We certainly would be among the last people to downplay the importance of conducting appropriate research. Only the very foolish or tremendously brave in business today launch new products or make major decisions without first conducting some research to make sure they are at least partially on the right track.
Still, there are those among us—and we bet you have some in your own company!—who can’t seem to take "no" (or for that matter, even "yes") for an answer. The only thing research findings suggest to them is the need for additional research! Each research answer merely surfaces new questions that must be answered before they can make a decision. We refer to these people as the "ready, aim" folks. They never seem able—or willing—to get to the next step in this sequence, i.e., by saying "Fire!" And this is true no matter how comprehensive and convincing the research findings turn out to be.
Equally characteristic of the "ready, aim" folks is that they almost always have a pre-conceived notion of what the research results will be even before the research design is completed. And, if the results don’t match their pre-conceived notion, you can bet your last dollar that more research will be called for. The irony here, though, is that even if their pre-conceived notion is confirmed, they still will want to "drill down" deeper, explore other seemingly related findings, ad infinitum.
None of this is to suggest that we always find the answer to important questions or guidance for important decisions with just one well-designed, well-executed research project. Sometimes, research findings do indeed suggest the need for further exploration of related issues, unanticipated problems and the like. We certainly have no problem with this. What we do have a problem with—and you should have a problem with it as well—is unnecessary, frivolous additional research. By following a few preliminary steps, you can head off such research—even among the "ready, aimers."
Even though at times it may seem like overkill, it normally is a very good idea to clearly spell out the specific goals of any research project before ever putting pen to paper to draft a survey questionnaire or prepare any other research instrument. Call these research objectives, goals, whatever, just as long as they are specific and everyone involved in the approval process (including the "ready, aimers") signs off on them before any research steps are initiated.
Will this silence the "ready, aimers" for now and forever? Of course not. But it certainly will provide the others who also signed off the research proposal plenty of leverage to force them to live by the research results. Remember, the "ready, aimers" are essentially afraid to make decisions, particularly decisions they have to make alone. They are afraid they might be held accountable if decisions go wrong. Having only to "share" in decisions, though never comfortable for them, usually is far more palatable to them.
O.K., you say, what if some "mucky-muck," or even your own boss, is a died-in-the-wool "ready, aimer"? To be sure, you have our genuine sympathy and understanding, if this is the case. But like any other senior people who have quirks, traits and mannerisms that can drive you and your fellow staff members to distraction, you will simply have to learn to "manage" these "ready, aimers." Once you know what motivates these people, you’re well on the way to devising methods to get what you want, while at the same time, giving the impression to the "ready, aimers" that they, too, are getting what they want!