Behavioral economics is changing the way we think about why consumers do what they do and most importantly, how to bring about desired behaviors in a more consistent (albeit irrational) fashion. In a nutshell, Behavioral economists think people, on average and in general are,
1) Lazy
2) Ignorant and,
3) Heavily (and irrationally) biased towards the status quo.
Unfortunately the shortcomings in the consumers we want to sell to apply equally to the company (and its people) trying to do the selling. What can we learn from Behavioral Economics that can be applied to how we convey and try to "sell" it internally?
Here are a couple specific thoughts using core maxims of Behavioral Economics.
Maxim One: We Overvalue What We Have.
Make sure the business discussion around a given market research project includes a critical review of the existing product and processes that are relevant to what is being studied. For example, if you are doing a needs assessment then it is important to discuss how the current offering is falling short. This critique informs everything from the questionnaire design to the analysis but most importantly, is used as a starting point for discussing the findings and recommendations. The client is much more likely to change an existing "something" if the "something" has clear issues that were identified by them.
Maxim Two - Impulse Outweighs Logic
If you prepare a highly empirical report and presentation be prepared for it to challenged, probably eventually accepted and almost certainly ignored. This is not an argument for no data but it is an argument for recognizing that anecdotes matter, emotions matter, debate matters and the presentation style matters. Some quick suggestions:
1) use video clips from focus groups or "man on street" sessions
2) use more visuals, fewer numbers
3) be provocative
4) be bold
5) be assertive
6) Be very specific and offer a strong recommendation. Include a benefit AND a consequence. Do this and GET X (more revenue, customers, etc...), Don't and EXPECT Y (lost sales, etc...)
More broadly, knowledge and motivation on part of client matter. But even more than that, if you can make your recommendation easy - pilot is great example of this - and cheap then you may be on the path to change. As a relevant aside, cheap needn't be discounting. See why market research pricing is broken and how to fix it here.