Testing the effectiveness of advertising using market research is a process that has been refined over the years. However, testing the effectiveness of sponsorship is more difficult since it may be a simple matter of a brand name emblazoned on a shir ...
A major change has taken place in the decision making process. In this new process, at an early stage, something takes place which is what Google calls the Zero Moment Of Truth – ZMOT. What is this and why is it so significant for B2B marketers? ...
Ensuring that the interviewing team is thoroughly briefed and fully understands the research project is key to successful research. What are the steps that should be taken to ensure interviewers are properly briefed and able to carry out their jobs s ...
Examining the potential uptake of completely new, previously unseen concepts is a delicate issue for any organisation. Indeed, many organisations struggle to successfully launch new products – mainly due to a failure to thoroughly investigate wheth ...
Companies that sell raw materials or simple components face a marketing problem - how to give their products recognisable benefits which differentiate them from competitors. This article seeks to show how to avoid price cuts by adopting a more profes ...
Two key questions unlock the door for the strategic plans which marketing directors have to prepare on any product or division within their company. Where are we going (with the product/division)? How are we going to get there? Knowledge of market si ...
How important is price against the other elements of the marketing mix? This article is based on experience from market research and draws a moral. ...
Focus groups have been refined over many years by consumer researchers, who in turn borrowed the tool from the social sciences. They comprise a small number of carefully selected people who, under the guidance of a leader, discuss a subject. ...
The capacity to focus on what matters is fundamental to securing business growth. It is worth pointing out that understanding where not to focus your attention can be just as critical as recognizing the areas with the highest return. The following ar ...
There is no doubt that there are many unhappy marriages between manufacturers and their distributors and that the commonest causes of friction are misunderstandings as to when and where this channel should be used and how to get the best out of it. ...
