Better Decisions Begin with Knowing What You Don’t Know
Accurus Research helps organizations recognize critical information gaps and develop the internal survey research capability needed to close them with reliable evidence.
Organizations make important decisions every day. Some can be made confidently from experience, existing information and sound judgment. Others cannot.
Sometimes the most important question is not “What should we do?” It is:
“What don’t we know that we need to know before we decide?”
When What You Know Isn’t Enough
Leaders frequently encounter situations in which something important is happening—but the information needed to fully understand it is incomplete.
Assumptions begin filling the gaps. Anecdotes become accepted as facts. The experiences of a few people begin representing the experiences of many. And decisions are made.
Sometimes those decisions work. Sometimes they don’t.
The challenge is recognizing when what you don’t know matters enough to find out.
From Business Problem to Better Decision
Accurus Research uses a straightforward framework.
- 1Business ProblemWhat is happening?
- 2Information GapWhat don’t we know?
- 3SurveyWhat should we ask—and who should we ask?
- 4Reliable EvidenceCan we trust the answer?
- 5Better DecisionWhat should we do?
Not every business problem requires a survey.
But when important decisions depend on understanding what customers, employees, members or other stakeholders think, experience or need, a properly designed survey can provide evidence that assumptions and anecdotes cannot.
Build Survey Capability Inside Your Organization
Most organizations don’t need a full-time survey researcher. But there is considerable value in having one or two people who understand how good survey research works. People who:
- Recognize when a survey might help.
- Know how to define the question before writing the questionnaire.
- Understand who should be surveyed, what should be asked, how the survey should be administered and how the results should—and should not—be interpreted.
- Recognize when a survey may not be the right approach at all.
Accurus Research helps organizations develop that capability.
Three Ways to Work with Accurus Research
The executive presentation creates recognition. The workshop builds capability. Advisory services support that capability when it matters most.
Executive Presentation
Recognize the Information Gap
A 60–75 minute presentation for leaders and management teams exploring how information gaps develop, why seemingly credible survey data can be misleading, and how better evidence can lead to better decisions.
Learn about the executive presentationTwo-Day Workshop
Build Internal Survey Capability
An intensive, practical workshop that teaches participants how to move from a business question or information gap through the entire survey research process—and ultimately to evidence that can be used with confidence.
Explore the workshopAdvisory Services
Get Experienced Guidance When It Matters
When an important survey presents an unusual challenge, Accurus Research can provide experienced guidance to help your team think through methodology, questionnaire design, sampling, analysis or interpretation.
Learn about advisory servicesYou Don’t Need to Become a Survey Researcher
You need to know enough to ask the right questions, avoid the mistakes that undermine survey results, and recognize whether the evidence in front of you deserves to be trusted. That is what Accurus Research teaches.