Market Research: Turning Data into Insights | Rupesh Govindan
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Market Research: Turning Data into Insights | Rupesh Govindan
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Jonathan Justus speaks with Rupesh Govindan, Market Research and Strategy Consultant at Robas Research, about how a business question becomes a decision tree, how many answers narrow down to a few trends, how research gets stakeholder buy-in, and the tests he applies before choosing between an EV and a petrol vehicle.PRO Leader Series with Jonathan Justus | ElevanaWatch the video interviews: https://www.youtube.com/@elevana-proChapters0:00 Cold open0:29 Welcome3:31 From a sales job to market research8:05 The interview that started it: I don't know Tamil9:11 Seven years executing, seven years learning9:56 When a client's question is vague10:45 Breaking a problem into a decision tree12:20 Questionnaires and discussion guides16:01 The reverse decision tree: 30 answers become 3 trends18:51 SPSS and the refinery study22:44 360-degree stakeholder research25:18 Choosing the sample26:47 Three things that answer any research question28:00 Becoming objective: a holiday plan by cost per day28:51 EV or petrol? The life-cycle cost test39:35 When a client says the research is wrong41:55 Data over perception44:18 How do you interview a thief?49:06 Closing thoughts