Are there situations where the ROI Process doesn’t work?
The ROI Process is pragmatic and intuitive, but its success depends highly on the commitment of senior management. When the process has been micro-managed by an internal market research department, it has often been doomed to failure from the start. Often, the project will get bogged down into academic arguments like “should we use a five or six point Likert scale for measuring attitudinal data?” These are the kinds of questions – from market research departments – that will kill the ROI process. It must be driven by the highest levels within an organization for the process to be successful.
