It seems that every few years, a book or an article is published that captures the imagination of marketers and managers everywhere. Some of them provide lasting guidance and influence, while others turn out to represent passing fads.
Read More Classics Every Marketer and Strategist Should Read…More Often
Response rates to surveys have been dropping for many years. This fact is not new to those involved with tracking studies, usage and attitude studies, and other types of marketing research.
Read More Should You Worry About Survey Response Rates?Usage and attitude studies are one of the cornerstones of information about customers. They go by a variety of names, including Usage and Attitude studies (U&A), Attitude and Usage studies (A&U), or Awareness, Attitude and Usage studies (AA&U). Sometimes they are just called “Customer Research.”
Read More How to Improve Your Usage and Attitude Study
For such a complex, high profile, and expensive activity, market segmentation has a success rate that leaves much to be desired. A company may undertake a market segmentation project with enthusiasm, only to find that the report ends up as a thick volume sitting on a shelf. Read More Five Pitfalls of Market Segmentation and How to Avoid Them
