Why Research is for the Happy Few
The most successful companies made their way to the top because of their successful marketing strategies. A great new idea or product supported by the best possible campaign and budgets. If you read these success stories, a few are based on a fantastic idea or even luck, while others are based on a combination of experience and market understanding. We don’t read very often how market research played an eminent role in getting there. More often we read how market research is able to prevent companies from damage.
However, market research is a perfect way to support decisions and making sure that everything you do is tested and
There are several reasons for smaller companies to find creative ways to use market knowledge and understand what is important. This article describes the challenges smaller companies face when conducting research. Good market research should not be just for the happy few. If a few lessons are learned.
Research requires
Based on vision interviews with many marketers and owners from smaller companies we have that these solutions are widely used, but hardly successful. Pennywise and pound-foolish is applicable to many companies.
Conducting market research also requires a lot of skills that are normally not available within smaller
In most cases, these skills need to be found at research agencies. People within research agencies do get the proper training to do this in the right way. The challenge however for smaller companies is that this will come with substantial costs.
So, now that we explained the traps smaller companies get stuck in, how do we eliminate them? To access good quality research with the knowledge of a research agency and the costs more fitting to the budgets of smaller companies, you need to find a do-it-yourself tool where a couple of things should already be implemented:
If these principles are met, smaller companies with more limited budgets have the possibility to do research and support decisions based upon proper feedback. Most agile research solutions fail to deliver that. They are in most cases fast and cheap, but almost never good enough. Make sure you go for good and forget about quick and dirty.
By using the right principles smaller companies with limited budgets for market research can have a marketing strategy based on both experience and market research. They could make their way to the top, but on the condition that they never listen to consumers to
Blog Lucas Hulsebos – CEO DVJ Insights
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