Logic and experience tell us that decisions can never be made on perfect information. Just like buying the latest technological gadget, what has impacted your customers’ behaviour continues to change, even as you are analyzing the latest research into their actions. There will always be one more question you could have asked, or one more angle you could have considered. So what should you do? And how do you know when enough is enough?
The key is to plan, then act. Start with clear objectives about what you’re trying to find out. (READY) That will allow you to put together a strong list of key questions and determine the targets and the methodology. (AIM) As soon as that’s done, execute. (FIRE!) Well-planned questions of any sort will yield better information than adjusting and refining to the point where you’ve long-since forgotten why you wanted to know what you wanted to know, in the first place. And timely information will help you make decisions, and take action, while there’s still an opportunity to have an impact. That’s as close to perfection as you’re ever going to get.
We’ve got customers in our sights,
Megann and Steve