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Brilliant Marketing, revised 2nd Edition by Richard Hall

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Chapter 22 Market research in this real world

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)

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