BUSINESS DECISION;<b>RESEARCH OBJECTINVE</b> +KPI
<b>Identify or Define</b><br>A consumer need, an idea, a territory for improvement...;To identify this <b>[your business decision]</b>, I need to learn the following______. <br><br><I>Example: To define what my new product will be that will help me to grow my brand by 5%, I need to learn what are the key new trends within the category amongst my target audience and what their current behaviors are.</I>
<b>Decide on Go/No-Go</b><br>With a product, an ad, a feature...;To decide on Go/No-Go on <b>[your idea, product, ad, feature]</b>, I need to evaluate this <b>[your KPI]</b>. If <b>[your KPI]</b> is higher/lower/parity vs <b>[your benchmark, a norm etc.]</b>, I decide to <b>[Go or No-Go]</b><br><br><I>Example: To decide if to launch my new product or not, I need to evaluate its trial potential. If the trial potential will be lower or on par vs. my current product, I won’t go. If it will be higher vs my current product, I will go with further development.</I>
<b>Select</b><br>The best idea, name, pack, claim, advertising, etc.;To select which is the best, I need to measure this <b>[your KPI]</b>. If <b>[your KPI]</b> is higher/equal than <b>[your benchmark, a norm, other options, etc]</b>, I select this option/the winning option.<br><br><I>Example: To select which name is the best for my product, I need to measure its relevance to my target audience. I am going to select the name that gets the highest score by relevance amongst other options I test.</I>
<b>Decide on if to continue</b><br>To sell a product, air an ad, etc.;To decide on if to continue, I need to measure actual results. If <b>[your KPI]</b> is higher/equals/lower vs. <b>[figure, metric, etc]</b>, I will continue. If not - I will stop.<br><br><I>Example: To understand if I should continue airing the ad, I need to measure its impact on brand awareness. If brand awareness has grown 10%+ vs. zero wave, I will continue with the ad.</I>