The Value of Market Research
Optimizing audience response takes more than a team of executives brainstorming around a boardroom table. It means more than just applying popular strategies, such as customization, personalization, and the incentive programs that are surfacing with the development of new cyberbrands. It’s even more than the technology that launches the brand into cyberspace. The key element missing, the one that drives the executives to strategize, identifies the necessary customization, personalization, and incentive programs, and makes the technology highly interactive and effective in changing audience behavior, is research. Call it traditional research or take it online; either way, it’s the research that is crucial to the brand. ...
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