The Easiest Way to Beat Mistakes and Pain in Business

Being in business is like being in a windowless room with unknown dimensions and shape, with no light whatsoever, and having to find your way across that room to open the door on the far side while avoiding obstacles that stand between you and your objective.

I was recently asked,

“Why do businesses need market research?”

My answer was…

“Market research is like having a strobe light flick on so, at least for a second, you can see the layout of that room. Routine market research repeats the strobe light flash. So, if you have regular market research you can effectively navigate optimally to reach the door on the other side without injury or mistake.”

From Coke (that apparently spent 2.5% of total revenue annually on market research) to Amazon (with its fanatical “obsession with the customer” mandate), P&G, Unilever, IBM and others, it’s pretty obvious that if you understand your market (and the segments within it) you’ll do well.

Just saying…

If you’re new to market research, and marketing information management, or just curious about how marketing science can help you dramatically improve your organisation, product development, pricing, promotion, and ROI from messaging, media buys and conversion rate… comment and let’s explore (or find me on LinkedIn and DM at your leisure).

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Has the FMCG Industry Destroyed the FMCG Industry?

In the ‘70s, annual FMCG market segmentation studies were routine. FMCG marketing was superior.