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

Guide on how to structure your market research for an evidence-based marketing strategy

3 tell-tale signs of “all fur coat and no knickers” research

Customer insights have never been more accessible to business owners – technology has made the process quicker and cheaper and finally the industry has focussed on providing the customer with what they need (visually stimulating summaries/infographics, video briefing etc.) rather than long dry reports. The process is more flexible – real time information means that...

Creating value in the construction industry

Theodore Levitt’s observation that people do not buy a drill bit, they buy a hole was one of the starting points for the Jobs to be Done (JTBD) theory, so it is no surprise that some companies in the industry inherently understand the basic tenants of the concept. The industry does suffer still from a...

Preparing for 2017 and the potential onset of Fake News

Contrary to popular opinion the world will not end the day that President Trump takes office and now is a good time to prepare for 2017.  In over 90% of companies, managers are not clear as to what their customer needs are let along what they want.  As a result their gut feel approach to...

The solution to the US election is more research (obviously!)

The presidential election in the US and the Brexit referendum were unsurprising based on the actual evidence – both were too close to call – but in each case people were shocked because they only heard the information they wanted to hear. In the past I have suggested that this was because commentators lacked the...

The job to be done in the finance sector

Banks need to focus on the jobs that customers want done to create profitable relationships in the future.

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...