“XYZ customer thinks our product should do ABC!” or “XYZ customer doesn’t understand…”
In interviewing for a job several years ago, I went through a round of interviews with various members of the organization. When meeting with the Chief Administrative Office (CAO), he handed me a brochure and said: “What do you think about this brochure?” My immediate thought was: “In what regard?,” but I resisted the urge to say that and, instead, said:
A few years ago I was at a craft show—an annual outing where I sell beaded jewelry that I design and “dabble in” throughout the year. Unlike previous shows, that year I sold hardly any earrings, usually a high demand item both because of their uniqueness and low price, I think (I have to be honest with myself!). Instead, that year I sold (more…)
Moving forward with communication tactics without a good understanding of the target audience, their current attitudes and beliefs, and the drivers that might lead them to positive action relative to your product or service is never a good idea.
On the other hand, many companies—particularly small companies—don’t have the time or resources to invest in expensive research activities.
It’s a conundrum—but one that can be addressed (more…)
Over the years I’ve noticed a dangerous tendency—among myself and others—to assume that we “know” our customers, or target customers. Because we think or believe something, we assume that—of course!—others think or believe as we do. They don’t.
This was driven home to me a while ago as my husband was watching the MLB All-Star Game.
“Great!” I said—”this must mean the baseball season is over!” No, he assured me — only halfway over; still about 80 games to go. “Good grief! Who in the world wants to watch that much baseball?!! How can the networks possibly afford to keep broadcasting these things?!?!?!”
And then it hit me. (more…)
I recently saw an interesting promotion on Amazon for the 4th generation Echo Dot. It’s a round version being offered in three Diane von Furstenberg designs. The “special price” being offered is $59.99 which will go up to $69.99 after August 13. Not so unusual, but there’s an interesting twist to this offer. (more…)
by Linda Pophal
All marketers know how important it is to understand their target audience so they can effectively craft messages and select communication channels that will most appeal to them and move them to some desired action. (more…)
Market research is definitely something that even very small businesses can do on their own but there are a lot of myths and misconceptions related to research that can cause them to make decisions based on incomplete or inaccurate information. While it’s impossible to cover everything related to doing research well, here are some general strategies and best practices that businesses of any size can put to use to leverage the value of gathering market research to improve their business offerings and marketing effectiveness.
Businesses spend a lot of time and money trying to gain insights into how customers perceive their product or service offerings. This might involve conducting surveys and focus groups to hear directly from customers. Or, it might involve efforts to ascertain customer preferences based on online behavior and purchase decisions. And yet, despite the general accessibility of this type of information, so many businesses still misread customers. That lack of awareness limits their ability to improve the customer experience. (more…)
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