Whether you’re dealing with a decision-maker in your organization or with a client, you’ll likely come across this question. Those who have been working in organizations for some time often have assumptions about their customers and prospects that are firmly entrenched. The “Why bother?” question is one you’ll need to be prepared to answer.
Perhaps the organization doesn’t have any reliable research into the needs, motivations, and preferences of its buyers and prospects. In that case, research can not only provide new information but can also assess the validity of longstanding beliefs on the part of the organization and settle longstanding differences of opinion.
Or perhaps the organization has conducted research in the past, but for a different purpose. Existing customer satisfaction research conducted with recent buyers may not meet the needs of an organization trying to understand opportunities that exist in new markets or with potential buyers unaware of the organization.
Even if research has been done previously with the target respondents, when it was conducted, the research and analytics methodology used, and the issues explored may make it unhelpful for your current needs.
Sometimes the real issue is that the leaders or decision-makers don’t want to have their beliefs or assertions questioned. It can be intimidating to lead an organization based on principals that could be proven false, or assumed priorities that turn out to be far less important to buyers than expected.
This is why it’s critical to assess an organization’s situation and needs and anticipate this “why bother?” question, laying out your rationale. You may not be asked, but if you are it’s essential you have a well-reasoned answer.