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What is market research?

It is the technique of looking at and understanding customers’ attitudes and their behaviour in all aspects of considering a brand. Research is about measuring and diagnosing. Research is your radar system. It is there to help you, not to make decisions for you. But a good research insight can lead you to a brilliant place.

But there’s a problem. Research is used politically so people in business can blame the consumer … ‘Well, they said…’ to substitute for the marketers’ own failure to think.

‘Most people use research much as a drunkard uses a lamppost – more for support than illumination.’

(David Ogilvy)

And I ...

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