“More effective research means better decisions”

Get your information objectives straight


“If you are not sure where you are going, the trip could take longer and cost more to get there.”


Setting realistic objectives for the research is crucial for any project’s success. If clients are not clear what they want to ultimately achieve and how they plan to use the researched information to get there, there are likely to be problems and disappointment.


From our experience in the Cambodia market, we have seen some clients overload a study with too many or some not clearly defined objectives. This leads to changes in methodology, fieldwork delays and vague or confused results.


Changing or adding objectives can have a number of negative impacts:

  1. Questionnaires or discussion guides get too long for effective interviewing or focus group conduct. Respondent/participant “fatigue” will become a factor and can distort their answers. Also, the interviewer/moderator may tire and stop probing for detailed answers just to complete the session.
  2. If objectives are added or expanded without consideration of the costs and information benefits, the original cost of a study can quickly escalate. Including more and different research types such as quantitative, qualitative and desk research as part of the overall plan may seem like a good idea (and many times it is), BUT they come with a price.
  3. Having more or late-added objectives usually means it will take longer to get the results. That can be planned for and anticipated, but if fast turnaround is important, it’s better to know going-in.


At Leverage Research Solutions we help clients develop research objectives that are specific and SMART. We help them do this by working very closely with them in the front-end project design stage. And after that, we manage the project and keep them informed and involved all the way through the back-end analysis and final reporting.