Know Thyself: How to conduct a perception study (and how not to do it)
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The document provides guidance on conducting perception studies. It outlines a process for perception studies that includes getting buy-in, choosing a method, testing and agreeing on themes, selecting audiences and conducting fieldwork, workshoping results, taking action, and monitoring and reviewing. It also lists seven "deadly sins" to avoid in poorly conceived or executed perception studies, such as pride, sloth, gluttony, greed, lust, envy, and wrath. The overall document offers advice on properly planning and carrying out perception studies to understand how an organization is viewed by others.
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Know Thyself: How to conduct a perception study (and how not to do it)
- 2. Know THYSELF SOCRATES How to conduct a perception study "Sokrates-British Museum2" by Bhickey - Own work. Licensed under Public Domain via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:Sokrates-British_Museum2.jpg#mediaviewer/File:Sokrates-British_Museum2.jpg
- 4. About me www.craig-greene.com • 17 yrs in market research
- 5. About me www.craig-greene.com • 17 yrs in market research • 12 in alternative assets • Market commentator • In-house at GP • Service provider
- 6. About me www.craig-greene.com • Tottenham Hotspur supporter • Can’t drive • Significantly behind on domestic DIY projects
- 7. About me www.craig-greene.com • Enthusiastic member of Private Equity Karaoke Club • Married • Three young children • Two Blue Peter Badges
- 9. WHO DO YOU THINK YOU ARE?
- 13. HELLOI AM… Operational value-add HELLOI AM… More than just debt and a dice roll www.craig-greene.com
- 14. HELLOI AM… Operational value-add HELLOI AM… More than just debt and a dice roll www.craig-greene.com
- 15. HELLOI AM… Operational value-add HELLOI AM… More than just debt and a dice roll HELLOI AM… honestly, not sure… www.craig-greene.com
- 16. There may be a difference between how you view yourself and how others view you www.craig-greene.com
- 18. Perception study process www.craig-greene.com Get buy-in Choose method Test, agree themes Select audience, conduct fieldwork Workshop results Act Monitor, review
- 19. Perception study process www.craig-greene.com • Firm’s leadership – for support • Front-line staff – for action Get buy-in Choose method Test, agree themes Select audience, conduct fieldwork Workshop results Act Monitor, review Get buy-in
- 20. Perception study process www.craig-greene.com • Participation • Focus vs reliability • Overt invitation from GP? • GP presented with peers? • Reveal identity at end? Get buy-in Choose method Test, agree themes Select audience, conduct fieldwork Workshop results Act Monitor, review Choose method
- 21. Perception study process www.craig-greene.com • Broad discussions • Internal • External • Use to refine focus • Critical, generic topics and GP-specific • Balance of quant and qual Get buy-in Choose method Test, agree themes Select audience, conduct fieldwork Workshop results Act Monitor, review Test, agree themes
- 22. Perception study process www.craig-greene.com • Who can provide most (reliable) insight? • 360° approach is best • Use competent staff – can they ask the right follow-up questions? Get buy-in Choose method Test, agree themes Select audience, conduct fieldwork Workshop results Act Monitor, reviewSelect audience, conduct fieldwork
- 23. Perception study process www.craig-greene.com • Commit the time to understand the results • Listen! • Focus on action items Get buy-in Choose method Test, agree themes Select audience, conduct fieldwork Workshop results Act Monitor, review Workshop results
- 24. How you present yourself should be www.craig-greene.com Workshop results Differentiated Memorable ConsistentPositive Impactful Credible
- 25. Perception study process www.craig-greene.com • Perception study is not an end in itself • Once you know how you need to present yourself, it should inform everything you do Get buy-in Choose method Test, agree themes Select audience, conduct fieldwork Workshop results Act Monitor, review Act
- 26. Perception study process www.craig-greene.com • Measure the impact of your actions • Revisit the exercise every one or two years Get buy-in Choose method Test, agree themes Select audience, conduct fieldwork Workshop results Act Monitor, review Monitor, review
- 27. 7 deadly sins of poorly conceived and executed perception studies Seven Deadly sins
- 28. 1. Pride “We don’t need to do it – we already know what people think about us” www.craig-greene.com
- 29. 2. Sloth “Let’s just get our PR firm to do it” www.craig-greene.com
- 30. 3. Gluttony “Why can’t we ask them about x,y and z, too?” www.craig-greene.com
- 31. 4. Greed “We should make sure to include my mate Dave in the sample” www.craig-greene.com
- 32. 5. Lust “Can you just tell us who said that, please?” www.craig-greene.com
- 33. 6. Envy “Let’s just ask them how GPx does it” www.craig-greene.com
- 34. 7. Wrath “If this is what they think, they must be idiots.” www.craig-greene.com