Definition

In a nutshell: In an evidence-based methodology you do not base your decisions on gut feeling or black magic, but rather on things with a proven track record. But how do you know which items meet these requirements? So what do you base your decisions on? Looking at the definition of “evidence-based” below, we immediately see the important role of the scientific literature:

→ Supported by a large amount of scientific research

At BDDB, we like to look at “evidence-based” more broadly than just the scientific literature as a source of information, although it also has a very important role to play.

Different sources of information

Information sources vary somewhat by subject area, for example:

• In marketing and sales, the three most important 1) scientific research, (2) data analysis and (3) market research.
• In leadership & coaching, the research on “adult learning” is essential, in addition to, e.g., the scientific literature around social & cognitive psychology.
• The medical world, in turn, works around scientific research and clinical trials.
• …

So what does this mean concretely in practice? By way of example, we discuss evidence-based marketing in more detail below.

EXAMPLE: Evidence-based marketing

1) Scientific literature (including statistical analyses).

The scientific literature is an immense source of proven (= evidence-based) techniques, principles, tips & tricks, etc for both marketing, sales and leadership. We then look especially to disciplines in psychology in which these are demonstrated by statistical analysis. The articles below will give you some examples.

Scientific discipline

Psychology is a scientific discipline. Because of this, all findings must therefore start from the scientific method. This is a systematic way of acquiring knowledge and relies on evidence using various mathematical tools.
This scientific method is often an interaction between empiricism and theorisation. This involves using new research and observations to constantly refine a particular theory. This process can extend over decades.

2) Data analyses

In addition to the scientific literature, you have another important source of information: data analysis.

What do your data, your numbers say? What do the actual results of your current online campaigns tell you? In doing so, it is important to measure the right variables and use the right tools to do so. Figures from competitors or similar organizations can also be an important source of information.

In addition to your own numerical data, we also use quantitative studies conducted. Some examples:

• Eye-tracking studies (e.g., see our article on 4 lessons thanks to eye-tracking)
• AI analysis of sales calls
• Surveys related to employer branding
• …

3) Market research

QUALITATIVE MARKET RESEARCH

As an organisation, you like to stay abreast of the perceptions and opinions your customers have about you. To get an in-depth picture about this, you can turn to qualitative market research such as in-depth interviews and focus groups.

• An in-depth interview is a qualitative research method in which the interviewer learns more about the respondent. Here, the interviewer works with a structured questionnaire, although there may be some deviation from this if necessary. Open-ended questions are invariably used in which the respondent can answer freely.
• During a focus group, 6 to 12 participants engage in an interactive conversation regarding a specific topic. Each participant will have a chance to speak. This conversation is led by a moderator.

Know more? You can find more information in the articles below in advance.

QUANTITATIVE MARKET RESEARCH

In addition, of course, you have quantitative market research. This is rather used to confirm or reject theories and hypotheses. Think of telephone surveys or surveys on the street where you are asked to briefly answer some questions.

Results are quantifiable, i.e. they are expressed in numbers, tables, graphs, etc. diagrams.

We categorize quantitative research under data analysis.

The evidence-based methodology, useful for my organization?

We haven’t doubted that for a long time. Wondering what evidence-based methodology can also do for your business or organization? Don’t hesitate to get in touch. We’d be happy to help.