Asia Orangio

EP53: Why Research Projects Fail / DemandMaven

In this episode of the In Demand Podcast, hosts Asia Arangio and Kim Talarczyk of DemandMaven dissect why research projects—whether conducted internally or by consultants—often fall short. They frame research as a means to an end, emphasizing that clients don’t hire research for its own sake but to drive concrete business outcomes such as higher acquisition rates, better retention, or improved conversion funnels. The conversation distinguishes two failure modes: delivery failure, where the research itself cannot be completed or delivered, and impact failure, where the insights are produced but never translated into action. The hosts argue that impact failure is the more insidious risk because it wastes money while delivering no measurable change. They stress the need for consultants to uncover the client’s ultimate objectives before scoping a study, to screen for genuine buy‑in, and to secure an internal champion with sufficient authority to act on the findings. Key takeaways include the mantra that “clients aren’t hiring research, they’re hiring outcomes,” and practical screening questions such as whether the organization has a history of conducting research or a track record of troubleshooting problems. The hosts also note that senior executive sponsorship dramatically raises the odds that insights will be implemented, whereas projects driven by junior stakeholders often stall. For businesses, the implication is clear: treat research as a strategic investment tied to specific KPIs, embed it within a broader problem‑solving framework, and ensure that the right stakeholders are engaged from day one. By doing so, firms can avoid the sunk‑cost trap of unused data and accelerate growth initiatives that are grounded in validated customer insights.