Chapter 5
Researching Your Customers, Competitors, and Industry
IN THIS CHAPTER
Conducting valid and meaningful research that delivers critical insights
Finding relevant market, customer, and competitive information
Preparing survey tools that get responses and deliver accurate information
Approaching technical stuff like Net Promoter Scores and confidence levels
Finding market data to help you identify trends, needs, and emotional drivers (on a budget)
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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