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PAID LOOP
The Step by Step Process of the PAID Loop
Step 1
Reconnaissance (Situational Intelligence) is a pro-active Market Research Study. Market Intelligence is bi-directional (inward and outward) from the Company as we need to gather information about the Marketing Environment and test/validate new ideas.
PAID is an abbreviation for Plan, Action, Identify and Decide and it is associated with the ‘Reconnaissance’ element of RADA(R). You may wish to consider using PAID on a per market segment / demographic basis (geodemographic). In other words, a collective of PAID Loops would be operative at any one point in time.
The first task is to (Plan) define the research objectives which must be in alignment with other strategic planning activities and ultimately must be true to ‘Strategic Intent’.
Step 2
Action represents the tactical deployment of individual research studies as directed by the ‘PLAN‘ phase of this loop.
Action is the definition of putting in place the means to gather and retrieve information. This task would include the management of resources at your disposal and the management of the Marketing Environment TouchPoints.
Step 3
At this point validation/qualification maybe required. The grey arrow indicates this iterative process.
It should be noted that budget constraints may impact on any required deviations at this point in time. It should however be an opportunity to review strategic intentions.
Step 4
Once we have successfully collected the Market Research and Intelligence Information a high level process of filtering takes place.
Care must be taken not to analyse too deeply the trawled information at this stage. We must also not be too hasty to discard information that may be useful to other projects.
Step 5
During the top level research identification process it may be necessary to qualify and verify the market intelligence data. The grey arrows indicate this iterative process.
Step 6
Following the identification of Market Research Information a considered decision is then made to forward this content to the RADA(R) Loop for further analysis / strategic impact.
Any information that is deemed useful but not directly associated with this project is redirected accordingly.
Step 7
At this point validation/qualification maybe required. The grey arrow indicates this iterative process.
Step 8
On completion of the planned Market Research and Intelligence retrieval process, further interactive activities (PAID Loops) will almost certainly be beneficial resulting in a continuous process of information gathering and high level filtering.
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