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.’
And I love ...