Chapter 5

Researching Your Customers, Competitors, and Industry


Bullet Conducting valid and meaningful research that delivers critical insights

Bullet Finding relevant market, customer, and competitive information

Bullet Preparing survey tools that get responses and deliver accurate information

Bullet Approaching technical stuff like Net Promoter Scores and confidence levels

Bullet Finding market data to help you identify trends, needs, and emotional drivers (on a budget)

Bullet Keeping an eye on market demographics

One of the biggest mistakes any marketer can make is to assume. Yet assumptions continue to be a common foundation of many business decisions. Avoiding the trap of assuming you know what your customers think, like, or don’t like about your brand, products, and category and what inspires their purchasing behavior is critical to growing your business. Just as dangerous is assuming your customers ...

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