3. What do your customers want?
What’s in this chapter for you
‘Market research means a lot of standing around on street corners with clipboards. It’s a lot of effort for minimal gain.’
– Geoff Sidebotham, warehouse manager
What do you think market research is all about? Have you done it? Do you plan to do it? Would you rather leave it to others?
For many people, the very term ‘market research’ fills them with foreboding: the thought of the time and effort needed can be overwhelming.
‘Market research is something we know would be valuable because our sales are diving at the moment, but we just cannot afford it.’ ...