Market research invariably turns up at least a few big surprises – results that seem, at least on the surface, completely counter-intuitive.

Perhaps the greatest analytical tool is to ask the age-old question, "WHY?" (That's probably the reason there's a "y" in the middle of "analysis.") Why isn't the market seeing answers that seem so obvious?

Here's a simple yet telling example: In most markets where Transcend reviews initial consumer research, a question such as "Where would you turn to learn about hospice care?" usually yields low response for asking the hospice organization directly (inevitably less than 25% and often closer to 10%). If people had a question about most other types of services, wouldn't they seek a provider of that service for the answer?

The highest response is usually, "Ask the doctor" with numbers typically near the 50% mark. Uh-oh. Potential problems here. One is that families rarely start the hospice conversation with a doctor (a study we recently completed showed that a full 90% of families in one market expect their doctor to bring up hospice options when it's time). What's more, many doctors are reluctant to admit that it's time to stop curative treatment and start hospice care. In fact, a recent study by Harvard Medical School showed that about half of all patients with metastasized lung cancer and their doctors put off the end-of-life discussion, even though the vast majority doesn't survive two years.

So WHY aren't more families turning to hospices directly for information? One big reason (according to research) is that they don't realize hospices are a tremendous resource for information on virtually all matters concerning end of life. Another is that they don't feel comfortable calling a hospice "just for information" without thinking it will lead to a commitment they may not be emotionally ready to make.

Now, consider the implications of these "a-ha's." You could effectively base an entire marketing communications campaign on positioning your hospice as the go-to resource for information on end-of-life care, rather than just the provider of that care.

Such a campaign should emphasize that your hospice staff will gladly answer questions or discuss a family's situation with no commitment or obligation. It should also position your web site as an always available resource for end-of-life information (and make sure that your web content delivers on that promise).

When families appropriate for hospice care begin seeking information directly from your organization, it's easier to convert inquiries into admissions and to prompt patients to gain access earlier for longer lengths of stay. Enviable results like these can begin by taking an objective look at research and putting the "Y" in analysis.