Lessons Learned is a series from Marketing Futures where Co-Chairman Dave McCaughan shares some of his experience from three decades leading the marketing communications for major international brands across Asia.
No matter how good you are there is always something market research will teach you
First, let’s be clear: You should NOT do market research yourself. Remember lesson no 1 in this series (the September issue) “You are NOT normal”. The worst mistake marketers make is believing “well I know” because they think they have experience. I have met and worked with and for hundreds of senior marketers, business people and agency executives from some of the world’s best companies and the number one consistency I have learned is that they all knew less about the people they wanted to become their consumers or customers than they thought.
The number two consistency was that the really successful one loved and spent a lot of time understanding market research.
And while I applaud managers who go out and spend the time personally interviewing, discussing with and observing their potential consumer they have a natural bias to read in to ever encounter what they think is right.
Read more at: http://greenbookblog.org/2018/01/29/lessons-learned-no-4-dont-assume-get-a-professional-to-ask/
As an ex-librarian Dave loves to leave references for further reading. Here are a selection of articles and posts you might find of interest.