As Research & Marketing Strategies (RMS) heads into a New Year, our 11th in business, it’s a good time to reflect on what kinds of positive changes each of us want to make in our professional careers. With 2013 newly upon us, two members of the RMS Analytics team and one member of the RMS Healthcare team have prepared their New Year’s Resolutions. Here they are:

• Vance Marriner, Senior Research Analyst, RMS Analytics – I resolve to remain constantly mindful that I am not a market research analyst but rather a marketing consultant who happens to be skilled in research analysis. At first glance, that might not seem like much of a distinction, but I think the shift in outlook makes all the difference in the world in terms of how the job is approached. One of my favorite professors from grad school used to remind students that people don’t buy aspirin, they buy “no more headache.” Along those lines, I have come to understand that clients don’t buy research, they buy answers. Tackling projects strictly from the mindset of an analyst doesn’t go far enough to give them the insights and solutions they need. On top of understanding all the numbers and findings, it’s important to explain to the client what the findings mean in terms of the overall marketing picture. What are the implications for the broad marketing strategy? For marketing communications? What opportunities have been uncovered? What adjustments should be made? Those are the kinds of answers a client is usually looking for when they commission a study (even if they don’t fully state those expectations upfront). If the market research industry thinks of itself merely as a system for administering and analyzing surveys, focus groups, etc., then we risk becoming irrelevant.  But I firmly believe there will always be a place for consultants who are able to help organizations make smart, data-driven marketing decisions. Keeping myself and my organization on that latter track is my main professional goal for 2013.

• Chris Coville, Senior Research Associate, RMS Analytics – It can be quite easy for processes to become routine after a short period, especially when everything is going smooth. Not only is the market research industry constantly changing, but our client’s industries as well. On top of that, the technology used by these industries is continually evolving. It’s been said a million times before, but it’s worth repeating how important it is for businesses to stay ahead of the curve. My resolution for 2013 is to continually reevaluate all of our processes; from everything as broad as the research methodology we recommend to a client to something as seemingly insignificant as the software we use to send online survey invitations. To accomplish this resolution, I will continually need to not only ask, but find the answer to both of these questions: “Is this the best way to accomplish this?” and “What would be a better way to accomplish this?”

• Michele Treinin, Research Analyst, RMS Healthcare – Healthcare is always changing; that’s the one thing that I’ve learned most from my job. Whether it is new legislation or new cutting edge technology, change is the only thing that I can count on and I embrace that. There is always something new to learn and with each new piece of information, there is a new way to help our clients succeed. For 2013, I resolve to take as much of the new healthcare information that is released and put it toward improving our clients results for the future. 2013 is going to be an interesting year especially with the official implementation of the Affordable Care Act in 2014 (many pieces of the legislation have been rolled out already). Keeping up with the change could be a job in itself but with balance and time management, I will be successful in both. It’s an exciting time to be in healthcare and I’m fortunate to be surrounded by a company that has the client’s best interest in mind, which allows for flexibility and customization. 
  

If you work in the market research field, what are your New Year’s Resolutions? Comment below. Research & Marketing Strategies (RMS) is a market research firm located outside of Syracuse, NY. To contact us, email us at info@rmsresults.com or call (315) 635-9802.