What Jose Mourinho Taught Me About Market Research

Jose Mourinho is the most successful football coach in the world today. No one else has won more league titles and silverware than the Portuguese manager.

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Screenshots of the Market Research Excel templates.

What fascinates me about Mourinho is the incredible attention is the staggering amount of research he does before meeting the opposition team. Unlike most sports managers, Mourinho will spend late nights crunching numbers and seeing what system best suits his team – based on the data his research team has gathered.

Do you think Jose Mourinho knows much about market research, brand segmentation, and customer profiling?

Think again…

  1. Spreadsheets, surveys and focus groups may not be his specialty but he does know his market (the opposition) and does endless research. Ask anyone who’s worked with him at Chelsea, Barcelona or Real Madrid.
  2. Mourinho is notorious for gathering information about the opposition team, analyzing the data, and briefing his players. The results are impressive.
  3. When interviewed for the Chelsea vacancy, he prepared PowerPoint presentations showing where and how he would develop the team.
  4. Board members were blown away. Mourinho looked at the league table that way a General would a battle field.
  5. He assessed his troops (team), reviewed the enemy (Man United perhaps), and drew up plans to undermine the opposition. And it worked.

And the same can work for you.

Market Research Planning is simple but…

People make it complicated. Some make it complicated to make themselves look clever. It’s not.

The key to effective market research is to follow stick to the basics and define your goals.

What do I want to get out of this piece of work?

Write it down. It should be one sentence. No more.

I want to know…

To get to that point develop a Market Research Plan, which is a framework for getting to that answer.

Turning Market Research Upside Down

Indeed, most of us don’t associated sports with market research.

Usually we see market research in terms of selling products or for opinion polls. But it’s more than that.

It’s about targeting an area – product, service, customer, competitor – and then gathering as much quality data as possible.

The challenge for Mourinho is to align the data with his players’ abilities.

So, let’s leave sales and marketing aside for a minute.

Where else do you see ‘Market Research’ as a way to gain an edge on the competition? Or am I looking at it from the wrong angle?

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Acceptance Test Plan

Contingency Plan

Software Development Templates

Acquisition Plan

Conversion Plan

Software Requirements Specification

Action Plan

Cost Benefit Analysis

Software Testing

API Documentation

Database Design

Standard Operating Procedures (SOP)

Audience Analysis

Datasheet

Statement of Work

Availability Plan

Deployment Plan

System Administration Guide

Bill of Materials

Design Document

System Boundary

Business Case

Disaster Recovery Plan

System Design Document

Business Continuity

Disposition Plan

System Specifications

Business Plan

Documentation Plan

Technical Writing Templates

Business Process

Employee Handbook

Test Plan

Business Requirements

Error Message Guide

Training Plan

Business Rules

Expression of Interest

Transition Plan

Capacity Plan

Fact Sheet

Troubleshooting Guide

Case Study

Feasibility Study

Use Case

Change Management Plan

Functional Requirements

User Guide

Communication Plan

Grant Proposal

Verification and Validation Plan

Concept of Operations

Implementation Plan

White Papers

Concept Proposal

Installation Plan

Work Instructions

Configuration Management Plan

Interface Control Document

Software Development Templates

Acceptance Test Plan

Maintenance Plan

Software Requirements Specification

Acquisition Plan

Market Research

Software Testing

Action Plan

Marketing Plan

Standard Operating Procedures (SOP)

API Documentation

Needs Statement

Statement of Work

Audience Analysis

Operations Guide

System Administration Guide

Availability Plan

Policy Manual

System Boundary

Bill of Materials

Project Plan

System Design Document

Business Case

Proposal Manager Templates

System Specifications

Business Continuity

Proposal Template

Technical Writing Templates

Business Plan

Quality Assurance Plan

Test Plan

Business Process

Release Notes

Training Plan

Business Requirements

Request for Proposal

Transition Plan

Business Rules

Risk Management Plan

Troubleshooting Guide

Capacity Plan

Scope of Work

Use Case

Case Study

Security Plan

User Guide

Change Management Plan

Service Level Agreement (SLA)

Verification and Validation Plan

Communication Plan

Setup Guide

White Papers

Concept of Operations

Social Media Policy

Work Instructions

Concept Proposal

Contingency Plan

 

Configuration Management Plan

Conversion Plan