Political polls have been wide of the mark in numerous elections around the world in the past 12 months, posing the question of whether surveys can be trusted any more, and if so, how brands can ensure market research results are relevant and reliable.
Small companies can benefit just as much as big conglomerates from gaining insight into their customers and marketplaces when rolling out new ideas. Although market research sounds expensive, there are ways to achieve valuable knowledge without a huge outlay.
I went to see the doctor the other day. As usual, she got me to fill in a form about my weekly alcohol consumption. And as usual, I lied. Well, I didn’t lie as such. I ticked the box immediately to the left of the one I should have.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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In a recessionary environment where budgets are under pressure, market research needs to “loosen up”, show how it fuels creativity and adopt the language of the C-suite, or risk being devalued by business.
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