Monday, October 31, 2005

Market Understanding Test

One of my clients recently hired a marketing firm to help execute the strategies that Cauvin, Inc. recommended. The firm distributed a questionnaire to my client. In turn, my client had each of his partners and employees answer the questionnaire.

I initially was slightly irked that the marketing firm had ignored the extensive market analysis we provided to them. The market analysis already addressed all of the questions in the questionnaire. Why should we have to answer the questions again?

My client remarked that it would be useful to fill out the questionnaire anyway. When I thought about it, I realized he was right. Seeing how he, his partners, and his employees answer the questionnaire will reveal whether they understand and buy into the strategy I've recommended.

It seems that this sort of "test" is a good idea for all product teams. It enables you to measure the extent to which your employees understand the vision and are on the same page. That way you can identify aspects of understanding that need improvement.

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