The Double Edged Sword in Marketing
Marketing
One of the best weapons that you can have in your marketing arsenal is Research.
Simply because there is no such thing as a typical customer and the more you know about your customers the better you will know how to talk to them.
Quite frankly though, customers very often have no idea what they are going to do until they do it and even after they have done it they are not sure why
For example... how often have you gone out and come home with something that you never intended to buy? Hmmm...
Regardless, your job is to anticipate what the segments of your database are likely to do and you can still do that more effectively with Research rather than assuming or guessing.
But... you will never get it right and that is why Testing is so important. Don’t bet your house on one strategy or medium.
Testing is even more important because quite often your Research will mislead you.
What?
Yes, Research often misleads because the wrong question is asked.
So many businesses go out and research with all sorts of questions about their product’s shape, colour, appeal and they feel chuffed with the responses.... but they never ask “Would you buy it?”
The only thing that puzzles me more is the businesses that go out and do their research and gather all of your comments and contact details and you never hear from them again. I wonder what happens to those databases?
Keep your powder dry,
Warren Cottis