The AMA’s 2010 Market Research conference is coming soon (September 26-28). I will be there, and encourage anyone interested in educational and peer networking opportunities to join me. Great Keynote Speakers Take a look at these speakers—what an amazing list! Stan Sthanunathan, VP Strategy and Global Insights, Coca Cola Daniel
Market segmentation is all about sales and marketing ROI. The premise is that to maximize success with a large population of customers, it is best to divide it into logical subgroups. By dividing one large, generalized market into subgroups, you can fine-tune your product, messaging, promotional, distribution and related strategies
There are several points in a market research project where you, as the client-side manager, need to be particularly cautious. Here are two of the big ones.
To be frank, my opinion on this topic has changed in just the past year or two. Before then, I was an ardent believer that all research must by anonymous—no matter what. I felt that any direct follow-up would show research participants that their survey responses could result in unexpected
Small market research projects have less risk. They get done quickly. Results get shared while they are still fresh. And conclusions can be communicated within the attention span of a busy recipient, so they actually get used.
A decentralization approach has the potential to boost research credibility AND also address the issue of rogue, unsanctioned, DIY research. We all know there are plenty of bad questionnaires going out these days (though many come from “professionals,” too). Clearly, more non-researchers WANT to do research. They want fresh insights.