MLMN

A practical guide from MLMN

Use the checklist

Turn a marketing idea into a research question

An industry-trends article can suggest a direction, but a useful marketing decision starts with a question about your audience and product. Use this sheet before committing resources to an idea.

Checklist

  1. State the problem you are trying to solve and what you currently know. Separate evidence from assumptions, especially when a trend is described with broad success language.

  2. Identify a small way to learn more, such as reviewing customer questions or comparing how people understand two descriptions. Decide what information would change your decision.

  3. Record the result and its limits. Keep observed responses separate from predictions about sales, and choose the next step based on what the research actually showed.

Questions and answers

Must every new trend be tested?

Prioritise ideas connected to a real decision and an audience need. An interesting article can remain a reading note. Testing is most useful when you know what uncertainty it will reduce and how the result will be used.