When did the last advice from a marketing consultant stress the value of underpinning your marketing campaign with sound dispassionate research?
Do they assume SME owners don’t ‘get’ metrics?
Name a large company that owes its success to ‘not doing research’
If you are thinking about research just don’t expect to get the answers you want.
One company ain’t speaking to us after we discovered that their ‘big idea’ for expansion went down like a cup of cold porridge with potential consumers.
Another company discovered that their USP ‘33% cheaper then the High St.’ was not perceived to sell cheaper goods and in fact a large percentage of customers thought they were more expensive.
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Jonathan Brill
