Market research – Higher At Work

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How to get your Market Research Right

Research is much maligned these days. Some criticisms are valid. Research insights often are superficial, impractical. Worse still, they can be dishonest and completely inaccurate. Why is it difficult to get accurate, actionable research insights aligned to business needs? Among many reasons, it is a lack of respect for the [...]

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The Art of Effective Brand Positioning

A Brand gets positioned in the minds of customers, whether we actively work on it or not. The positioning defines its place in the minds of consumers and shapes its trajectory. It would then make sense to go about it with some conscious deliberation rather than leave it to chance! [...]

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How to identify your target customer segment for marketing

In the last few blogs we have been exploring the idea of using insights to develop winning strategies. In continuation of this series, today we delve into an approach to defining your target customer. In the last blog we argued that focusing on select target customer groups and understanding the [...]

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The importance of focussing on select target customers

In the world of marketing, it's often assumed that the larger your target audience, the better your chances of success. However, this is a misconception that can lead to wasted time, resources, and ineffective marketing campaigns. The truth is, a broader audience makes it more difficult to identify the target [...]

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Why customer insights matter to brands

Steve Jobs rejected customer research, as we are routinely reminded in social media posts every few months. We watch his video dissing market research and read his articulate quotes about how customers don't know what they want. Perhaps this approach worked for Steve Jobs. It may have been his genius, [...]

Tag: Market research

How to get your Market Research Right

The Art of Effective Brand Positioning

How to identify your target customer segment for marketing

The importance of focussing on select target customers

Why customer insights matter to brands

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