Chapter 4
Researching Your Customers, Competitors, and Industry
IN THIS CHAPTER
Conducting valid and meaningful research
Identifying your Net Promoter Score and why it matters
Using surveys to identify trends, needs, and emotional drivers
Getting effective market research tools at the right price
Keeping an eye on market demographics
One of the biggest mistakes any marketer can make is to assume. As a marketer, you need to be aware of assuming that you know what your customers think about your brand, products, overall category, and what inspires them to purchase or not. Just as dangerous is assuming that your customers are just like you. Chances are they’re not. Making assumptions about the marketplace, trends, and your competition is also not a good idea.
The foundation of any successful marketing plan is a solid research program, and with all the technologies and sources available today, it’s easier and more affordable than ever. Your research plan is your guide to how your customers ...
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