Requirements

When we use an assumption or proxy, we must make it so the client understands what we are doing and how we have structured the research.

• In the Creative Solutions section, briefly explain that you used an assumption or proxy and that the client can find more information in the Research Strategy.
• Use notes to explain your assumptions in the appropriate sections. Provide a logical explanation of the reasoning behind any assumptions made or proxies used.
• In the Research Strategy, explain the research process. What were the steps you took to decide you needed to use an assumption? (Share your three creative strategies if the assumption or proxy is not directly related to what the client asked for).

Using Proxies

Proxies are secondary data points used to represent related data points when we cannot find primary data points. In other words, it is a substitute for what the client requested.

Proxies are regularly applied in triangulation. But be careful! Proxies used in triangulation must be very close to the original data the client is asking for; otherwise, you’ll have to prepare a client update.

Communicating Proxies to the Client

Clearly explain a proxy to the client so they are 100% sure we made the right decision to proceed in this manner.

• They do this by not assuming the client understands our thought process. They over-explain the process.
• They back up their proxies with sources as needed.
• They make sure their proxies are logical since they are expanding the scope of the research. Below are some examples of incremental expansions that are logical. For example, if the client wanted information on Medicare, we would not immediately expand to the Finance Industry as a whole; we would first expand to the Insurance sector, then expand to Finance if we still could not locate useful information.