Hiring the right market research “tool” for the job

Using the right tool depends on the project need. Here are my main solutions to client needs

How to improve a market research programme

A questionnaire is an extension of the brand. It will be resented if too long or it asks questions that overload the interviewee.

What is the job to be done in measuring communications?

Without doubt the way that business communications and marketing methods are assessed needs to change.  Digital marketing has seen to this providing what appears to be a comprehensive funneling system, but other marketing channels are less well served but are still important.  No one would suggest to an air conditioning manufacturer to spend all his...

The great repeal act? Without red tape reduction it is neither great nor a repeal

Without a clear evidence-based definition, any attempt at a solution is likely to fail. "Red tape" reduction is a great example of this

Understanding customer needs on their terms

What autism can tell you about customer needs

How we sometimes need trauma to grow

My son started school at the start of the month. It was a useful reminder to me about not just running my own business and the importance of stressful events to help growth but also, on the flip side the importance of good customer service or support. Schools along with other public sector organisations are rarely...

The weather

Over the last few days I have complained frequently about the weather being too hot, but to be honest, I should have been prepared as the Spanish Plume was predicted weeks ago and I know that the weather makes my sons (and therefore the rest of us) grumpy and restless. Helping clients to see opportunities...

What price a marketing qualification?

I have seen a couple of discussions on the relative importance of marketing/PR qualifications and concern from professionals that individuals with a fairly narrow skillset are actually advising businesses incorrectly because they only understand digital marketing platforms or how to write a press release.  In some cases software providers encourage a do it yourself approach....

The importance of convenience

Most people know the story of the Pepsi Challenge and the launch of new tasting Coca Cola and there are many explanations of why a reaction to early A/B testing did not lead to a more successful product.  The only people who probably know for certain are the two protagonists. However the fact that Coca...

Using small samples to understand brand values

With the Euros, now in full swing I have to admit I find it amusing at how many managers and commentators are talking about their “philosophy”, a few years ago it was the “project” and in the good old days of Bobby Robson and Bryan Clough is was about tactics to beat your opponent on...