Sunday, 14 September 2014

6 questions to ask yourself in Marketing Insight part 2

This week – fruitsofsuccess- is celebrating Marketing Week. There will a new post each day on a marketing related topic. Today’s subject is....

Marketing Research   ( part 2)

I have at last succumbed to an e reader. I downloaded onto my Kobo Aesop's Fables. As a  trainer I have a natural appetite for books of quotations and so many of the most powerful come from Aesop.

I read last night the short story of the fox and the goat. It stresses the importance of "looking before you leap".

What should marketers seek before they leap ?

·         What product or Service are you investigating?

·         What market segment(s) are you investigating?

Consider these questions in relation to your own business:

1.       What do you wish to achieve from this particular marketing research project?

     E.g.  What is the satisfaction level of your existing customers?

2.       What further information would be useful for you/your marketing department?

3.        How could you obtain it?

4.          How accurate would each source be?

5.        Would the collection of that information give sufficient value to justify the cost? (i.e. How will it be used?)

6.         What action will be taken as a result of the research?

My e-book version of the Fox and Goat fable concludes:-

 " You foolish old fellow! If you had as many brains as hairs in your beard , you would never had gone down  before you had inspected the way up , nor exposed yourself to dangers from which you had no means of escape."

I guess Bismark was right see Post 1 on Marketing Insight

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