Strategic planning requires more than assumptions, instincts, or last year’s KPIs. Pre-planning research helps anchor those decisions in real, timely insights — bringing the voice of the consumer into the planning process before it’s too late to pivot. When done early and effectively, market research doesn't just inform strategy — it shapes it.

Getting Ahead of the Planning Curve

Too often, research is treated as a reactive function, used after plans are made or once a campaign falls flat. Pre-planning research flips that approach. By starting early, businesses can:

• Identify growth opportunities before competitors do
• Understand shifting consumer needs ahead of peak planning cycles
• Avoid investing resources into strategies that won’t resonate
• Equip leadership with credible data to back priority-setting

Addressing the Common Pitfalls of Late Research

Research that comes too late often ends up being an afterthought — unable to influence strategy in any meaningful way. Without pre-planning, teams risk making decisions based on:

• Outdated assumptions about the customer or market
• Lack of clarity on shifting behaviors or motivations
• Pressure to fit research results into a locked plan, rather than building the plan around real insights

Aligning Strategy with Reality

Pre-planning research aligns your vision with what’s happening in the real world. For example, a growing CPG brand (fictional example) might use early consumer research to explore post-pandemic shopping habits, identifying a gap between what their audience values and what their messaging emphasizes. That data could help shift their plan toward more relevant communication strategies, avoiding a costly misfire in Q4.

This research isn’t just about looking backward — it’s about forecasting forward. It helps you uncover where the market is going, what consumers will expect, and how you can meet them there.

Building a Research-Led Culture

The most successful companies don’t just check the box on consumer research support. They embed insights into every step of the strategy process, starting with pre-planning. It’s no surprise that those businesses often lead in innovation, customer satisfaction, and market share.

Bottom line? Starting your strategic research planning early ensures your plans are smarter, more flexible, and more likely to succeed.

Pre-planning research is about more than gathering data — it’s about transforming that data into actionable strategy. That’s why the person (or people) leading this work need a unique set of skills: part researcher, part strategist, and part communicator. So, who should lead pre-planning research projects? The answer isn’t always obvious, but it’s crucial to get right.

Strategic Thinkers, Not Just Tactical Doers

It’s natural to think of traditional researchers — survey designers, data analysts, or moderators — when planning research. But in the pre-planning phase, you need more than execution. You need someone who can:

• Connect research goals with business objectives
• Design studies that uncover future-facing insight, not just validate assumptions
• Synthesize complex findings into clear priorities
• Advocate for the consumer when planning decisions are made

In short, this is about strategic research leadership. Whether you're a nimble startup or an established brand, having a professional who understands both insight generation and business planning can dramatically improve your outcomes.

Why Expertise Matters in the Early Stages

Because pre-planning research influences top-level decisions, it must be led by experienced insights professionals. These experts can spot red flags early, refine your objectives before fieldwork begins, and ensure your research delivers ROI.

For example, a fictional retail chain seeking to expand into Gen Z markets used a seasoned insight lead to uncover attitudes toward sustainability and value. Instead of diving straight into a product refresh, the early insights shifted the strategy toward partnership-based branding — a move grounded in consumer truths, not marketing trends.

On Demand Talent: A Better Alternative to Freelancers or Generalist Consultants

Some teams try to fill the gap with freelancers or general consultants. But while those options may be fast or flexible, they rarely offer the depth of consumer insights knowledge needed for strategic research planning. Freelancers often require more coordination, lack broader business context, and may not integrate smoothly with your internal team.

That’s where On Demand Talent comes in. Unlike freelancers, SIVO’s On Demand Talent professionals are seasoned insights experts who can lead research projects from design to activation. They’re ready to hit the ground running, offering fractional insights help with the speed of a contractor but the thinking power of a senior strategist.

The advantages are clear:

• Fast access to top experts ready within days or weeks — not months
• Flexible support without the overhead of hiring
• Deep experience in consumer research and data synthesis
• Proven ability to align insights with strategy and execution

In short, when the stakes are high and time is short, having the right leader for your planning season research makes all the difference. Whether you’re initiating a brand overhaul, entering a new market, or refining your go-to-market strategy, bringing in an insights leader through On Demand Talent ensures you're building on a solid foundation of smart, strategic research.

When it comes to getting extra consumer research support during planning season, the conversation often starts with this question: Should we hire a freelancer, or is there a better option?

While freelancers can provide short-term help, they’re not always the strategic partners businesses need to lead critical pre-planning research. That’s where On Demand Talent comes in – offering a smarter, more flexible alternative to fill those key gaps with senior-level professionals who can do more than just execute research tasks.

What’s a Freelancer?

A freelancer is typically a self-employed individual who specializes in a specific task or deliverable, such as designing a survey or analyzing a dataset. They work independently, often with multiple clients, and their involvement is usually limited in scope and strategic influence.

What Is On Demand Talent?

On Demand Talent refers to experienced market research experts who are matched to fit your project needs, team dynamics, and industry. These professionals are embedded quickly and geared toward strategic impact – from designing end-to-end research plans to influencing business decisions.

Unlike freelancers, On Demand Talent integrates more deeply with teams and focuses on results that support larger organizational goals.

Freelancers vs. On Demand Talent: Key Differences

• Level of Expertise: Freelancers often focus on tactical support. On Demand Talent brings experienced, high-level insights professionals who understand your market and strategic goals.
• Integration: Freelancers work independently. On Demand Talent collaborates closely with your team, functioning as an extension of your business.
• Speed and Flexibility: Freelancer search and vetting can be time-consuming. With SIVO’s On Demand Talent, experts are matched and ready to engage in days, not months.
• Scope of Work: Freelancers usually handle execution. On Demand Talent supports the full research journey – from planning to activation.

For example, imagine a growing CPG brand preparing for Q4 product launches. Hiring a freelancer to run a quick concept test might fill a short-term need. But what if the real gap is integrating multiple data sources, aligning with marketing, and leading stakeholder presentations? Freelancer support won’t stretch that far – but On Demand Talent can lead the entire research story.

Recognizing when you need seasoned leadership for pre-planning research is key to setting your business up for success. During planning season – when strategic choices set the course for the year ahead – it’s not just about gathering data. It’s about turning that data into direction.

Here are some signs you need more than just tactical support:

Your Team Is Spread Too Thin

If current insights team members are already managing ongoing projects, asking them to lead early-stage market research might stretch resources too far. This can lead to rushed or incomplete work – missing the chance to generate actionable insights before decisions are locked in.

Unclear Strategic Direction

If your team is asking, “What questions should we even be answering?” it may indicate a need for someone who can not only conduct research, but also align it with key business outcomes. Strategic research planning requires connecting the dots between business questions, research design, and the actions they inform.

Multiple Stakeholders, Competing Priorities

In organizations with various departments requesting input – marketing, sales, product – research needs can become fragmented. A strong research lead can synthesize diverse needs, prioritize effectively, and avoid duplication or confusion, leading to stronger stakeholder buy-in.

Large Decisions Rely on Consumer Input

Whether a brand refresh, product launch, or market expansion is on the horizon, leadership-level decisions should be informed by consumer understanding. When the stakes are high, so is the need for someone who knows how to lead market research with strategic intent, not just tactical output.

You're Entering a New Market or Customer Segment

Testing new audiences or launching into unfamiliar categories calls for deep discovery and interpretation. That’s not something to delegate to a junior team member or outsource in pieces. You need a professional who can lead with experience and confidence.

In short, when business momentum depends on understanding the “why” behind consumer behavior, your research leadership matters. This is particularly true for early-stage market research – the stage that sets the tone and direction for everything that follows.

For businesses looking to lead smarter, more effective pre-planning research as planning season ramps up, choosing the right kind of support is critical. That’s where SIVO’s On Demand Talent solution proves to be a strategic advantage.

Unlike freelancers or generalist consultants, On Demand Talent gives you direct access to seasoned consumer insights experts with proven experience in aligning research with business strategy. Whether your team needs support for a short-term priority or help filling a key role during a transition, On Demand Talent offers unmatched flexibility – with none of the downsides of hiring or retraining.

The Benefits of On Demand Talent

Here’s why more businesses are turning to this approach for consumer insights support for planning season:

• Speed to Impact: On Demand Talent can be activated in days or weeks, not months – a big win when decisions can’t wait.
• Fractional Flexibility: Get exactly the support you need – 10 hours a week or full-time for 12 weeks – without long-term hiring commitments.
• Strategic Expertise: These are not task-doers. They are insights professionals who ask the right questions, guide design, and activate findings across teams.
• Seamless Integration: On Demand professionals plug into your workstream fast. They collaborate like internal team members, not separate contractors.
• Proven Alignment: Whether it’s mapping insights to quarterly goals or shaping product direction, these experts are built to align research with business needs – not just run data.

A fictional example: A national retail brand faced a compressed timeline to develop a seasonal strategy for Q4. Without capacity to run both qualitative studies and present strategic implications to leadership, they turned to On Demand Talent to step in as a fractional insights lead. Within weeks, the expert had shaped a foundational plan, interpreted early signals, and guided key business choices – all before October.

This type of seamless, end-to-end support is hard to replicate with freelance consultants, who typically focus on narrower project scopes. It also avoids the time, expense, and risk of hiring full-time roles for short-term needs.

In fast-moving business environments, having the right person to structure and lead your research can be the difference between insight and guesswork. On Demand Talent makes that leadership available exactly when – and how – you need it most.