Stifled by tight purse strings

Torin Douglas article “Why TV researchers must not be hoodwinked by People Power” (MW August 27) highlighted neatly the ever present conundrum facing marketers across the board in every sector. How to go about proving that their latest service concept or product development will make it in the market.

While academics and corporate animals wrestle to uncover the ultimate marketing safe bet, the fundamental tenet – to anticipate customer needs – holds firm. Anticipation is the key word, which requires mental stamina, courage, instinct and the realisation that consumers do not know what they need until it is actually delivered. Focus groups have their place, but I believe that their current power is inversely proportional to their value.

We are inventive, innovative race and it is appalling that so much creativity – industrial, service sector packaged goods et al – is often dismissed by the natural caution of those responsible for fiscal return.

But that is not their problem, that is the problem for marketers – clearly some aren’t communicating effectively with their key market – those who hold the purse strings.

Peter Baxter-Derrington

PBd Marketing Communications



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