Research and Strategy: The Source of a Broken Bond.

What is the relationship between research and strategy?

I like to sum it up like this: 

Strategy without research is blind. Research without strategy is pointless.

There is a reason why Proctor & Gamble is a remarkably successful company and known as the marketing mecca; their steadfast commitment to research. P&G are masters of the “in-situ” method of research which simply means actually observing consumers using products in their own environment (oftentimes their homes) as they use them. Such tactics gave them a tremendous edge in the introduction of products such as Cheer laundry and Dawn’s concentrated detergents into the Japanese market. That extreme level of focus on research breeds highly effective marketing and business strategies.

If ideal marketing or business strategy represents the most efficient roadmap to a destination, research represents the understanding of the terrain, potential weather obstacles, vehicle requirements and constraints and the driver’s abilities. Without a strong understanding of the latter components, how can one intelligently create the most effective road map?

On the flip side of this coin, what is the point of understanding all of these elements (terrain, vehicle/driver attributes, weather etc) if that knowledge isn’t utilized during the creation of the road map?

Chances are, rather you’re talking about a disconnect in the relationship between a business and it’s consumers, or a husband and wife, 9/10 that disconnect can be traced back to either a lack of understanding (research), or a failure to effectively utilize the knowledge obtained (strategy).