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Know
THYSELF
SOCRATES
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
About me
www.craig-greene.com
About me
www.craig-greene.com
• 17 yrs in market research
About me
www.craig-greene.com
• 17 yrs in market research
• 12 in alternative assets
• Market commentator
• In-house at GP
• Service provider
About me
www.craig-greene.com
• Tottenham Hotspur
supporter
• Can’t drive
• Significantly behind on
domestic DIY projects
About me
www.craig-greene.com
• Enthusiastic member of
Private Equity Karaoke
Club
• Married
• Three young children
• Two Blue Peter Badges
About you
•
•
•
•
•
•
www.craig-greene.com
WHO
DO YOU THINK YOU ARE?
HELLOI AM…
Operational value-add
www.craig-greene.com
HELLOI AM…
Operational value-add
www.craig-greene.com
HELLOI AM…
Operational value-add
www.craig-greene.com
HELLOI AM…
Operational value-add
HELLOI AM…
More than just
debt and a dice roll
www.craig-greene.com
HELLOI AM…
Operational value-add
HELLOI AM…
More than just
debt and a dice roll
www.craig-greene.com
HELLOI AM…
Operational value-add
HELLOI AM…
More than just
debt and a dice roll
HELLOI AM…
honestly, not sure…
www.craig-greene.com
There may be a difference between how you
view yourself and how others view you
www.craig-greene.com
Time for a
new
perspective
www.craig-greene.com
Perception study process
www.craig-greene.com
Get buy-in
Choose
method
Test,
agree
themes
Select
audience,
conduct
fieldwork
Workshop
results
Act
Monitor,
review
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
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
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
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
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
How you present yourself should be
www.craig-greene.com
Workshop
results
Differentiated Memorable
ConsistentPositive
Impactful
Credible
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
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
7 deadly sins of poorly conceived and
executed perception studies
Seven
Deadly
sins
1. Pride
“We don’t need to do it
– we already know what
people think about us”
www.craig-greene.com
2. Sloth
“Let’s just get our PR
firm to do it”
www.craig-greene.com
3. Gluttony
“Why can’t we ask them
about x,y and z, too?”
www.craig-greene.com
4. Greed
“We should make sure
to include my mate
Dave in the sample”
www.craig-greene.com
5. Lust
“Can you just tell us
who said that, please?”
www.craig-greene.com
6. Envy
“Let’s just ask them how
GPx does it”
www.craig-greene.com
7. Wrath
“If this is what they
think, they must be
idiots.”
www.craig-greene.com
Questions?
www.craig-greene.com

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Know Thyself: How to conduct a perception study (and how not to do it)