Guide to creating an evidence-based marketing strategy (in-depth post)

It is always worth taking time to think about your customers and collect as much information as you can without harming the customer experience. Here is a good way to structure information so you can understand what you do know and what you need to find out.

Improving customer experiences


A couple of years ago, I (along with Andy Madeley of Swiss Peaks) asked local business in Staffordshire how much they would spend on various elements of the marketing mix if they had a £10,000 budget.  The result for market research was around £500 or 0.5% which is probably more realistic for most firms than the 1% of turnover that is often cited.

In fact if you had a budget of £5,000, I would recommend spending £500 on market research and in most cases that figure would not change if your budget was £20,000.

But what does £500 (+VAT) get you these days?

The simple answer is whatever information you need to create an evidence-based marketing strategy or business plan. You can do a lot of this yourself – a good researcher may be quicker in knowing where to find information, but once you have the framework you can…

View original post 4,274 more words


Brexit and Burnt Bread: The need to interpret the data responsibly

"Opinion is half way between knowledge and ignorance" Plato There are a number of ways to deal with fake news or alternative facts but the best way is to appreciate real "experts" in journalism and other areas of life.  The problem is arguably a bigger problem in the UK than in the US as we... Continue Reading →

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.... Continue Reading →

8 points to better research

This is meant to be an 8 point bullet point list to help individuals do better research - if you want more information or detail let me know. Understand why you need this information Search the internet or a good indicator does not exist Talk to your trade association or a professional market researcher for... Continue Reading →

2016: A year for lazy marketing?

Over Christmas I spent too much time watching Big Blocks Singsong, a series of two minute animated songs for kids that is, in my opinion, far superior to anything Simon Cowell and co are pumping out. However my son has an obsession with letters and numbers, so we had the subtitles on. These may interesting... Continue Reading →

The worst advice of 2015…

...only contact happy customers. “The evil that men do lives after them; The good is oft interred with their bones;” Plutarch’s imagined funeral oration from Mark Anthony (made famous by one W Shakespeare) indicates the biggest barrier to companies undertaking research – the fact that it is predominantly seen as negative. Despite a refocusing of... Continue Reading →

Create a free website or blog at

Up ↑