April 29, 2011
Marketing Surveys vs. Focus Groups
Good research must come from the minds of the company’s customers or potential customers.
Whether for advertising, marketing or public relations campaigns, surveys can provide the magic key to the door of increased sales and income. But that key must be forged from by honest and straight forward responses from individuals in your public (and then tabulated), not by a group of people who have been paid to kick the concept around in a room and not what someone else “thinks” it should be.
To quote Al Ries and Jack Trout the authors of the ground-breaking book, Positioning the Battle for your Mind
“In determining the state of the prospect’s mind, it is important not to let corporate egos get in the way. You get the answers to (positioning questions) from the market-place, not from the marketing manager.”
Done in this way, you may well come to recognize market research as the foundation upon which consistently successful media campaigns are built.
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