Anytime I start on a project, I begin with a clear vision of the outcome and how I expect that outcome to be used. For example, if you are working on a package redesign, it’s pretty clear what you are looking for:
- Desired Outcome: A redesigned package that more clearly communicates aspects A & C of our brand positioning.
- How/where we will use it:? Replace current packaging.
But sometimes, it’s not so clear. Let’s say for example you are implementing a customer satisfaction survey. Perhaps you have decided you want to use it to enhance your employees performance, but what about using it as a source for customer testimonials. If you don’t think about all the ways you want to use the data upfront, you might not collect it in the right way.
It’s in your best interest to spend some time thinking about not only the what, but also the how. That way, you’re more likely to design your project correctly, set the proper objectives and get information that you can actually put to use!