Posts Tagged ‘marketing research’

Markets Can’t Really Tell Us How They’re Influenced

Tuesday, October 9th, 2012

I’m a proponent of marketing research and the use of data to drive business decisions at every level and in every aspect of organizational performance. I recognize, though, that sometimes the predictive value of research can be questionable and that it can be most useful to evaluate actual behaviors to support future decisions.

Advertising efforts are a good example of this. (more…)

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Influencing Target Audiences – Work From the Inside Out

Thursday, July 19th, 2012

There are four ways that people learn about our products and services:

1. Through their own experiences with us.
2. From their friends, family and colleagues – word of mouth.
3. Through the media – news reports, articles, etc.
4. Directly from us through our own advertising, web sites, social media, etc.

I always list these four sources of information in this order, because (more…)

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“If a tweet enters the Twittersphere and nobody’s there, does it make a sound?”

Saturday, August 27th, 2011

Recently released research from Pew should send a wake-up call to all marketers who have been–or may find themselves becoming–overly enamored of the “power” of social media.

Don’t get me wrong. I think social media has its place among any marketer’s arsenal of *potential* communication tools. But, I also think that too many marketers are far too eager to jump on the social media bandwagon without appropriate consideration to whether or not a significant percentage of their audience is out there. “If a tweet enters the Twittersphere and nobody’s there, does it make a sound?” Sadly, no. (more…)

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Simple Tips for Measuring the Effectiveness of Your Advertising Efforts

Thursday, July 7th, 2011

Advertising campaigns are often expensive investments, particularly for small businesses with little name recognition and limited financial resources. Therefore, it is no surprise that businesses are very interested in measuring the effectiveness of their advertising efforts. Unfortunately, the task of measuring advertising effectiveness is not an easy one.

(more…)

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Common Marketing Research Mistakes

Sunday, January 23rd, 2011

I was interviewed recently by a major business publication about common marketing research mistakes that businesses make. As someone who has been involved in marketing research – conducting research, contracting with vendors to conduct research, writing about and teaching market research courses – I was able to share a number of examples of things I’ve seen (and sometimes that I’ve done myself!). (more…)

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Make Sure You’re Asking the Right People!

Thursday, December 9th, 2010

I was pulled into an interesting online discussion recently in a PR forum that I participate in on LinkedIn. There are currently more than 100 responses to a question that initially asked whether participants hated cold-calling and eventually evolved into a discussion of whether (more…)

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Be Careful How You Read Those Numbers!

Tuesday, May 25th, 2010

I was recently catching up on some reading and came across an article in Fast Company that made the assertion that: “major consumer brands still have a lot to learn as social tools continue to proliferate.” The author shared some data comparing Starbucks and Dunkin’ Donuts in terms of the percentage of people who hear positive things about the brands and percentage of people who would never recommend the brands. Here’s how it shakes out: (more…)

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How Much Research Do You Need To Do?

Wednesday, September 30th, 2009

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…)

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