“There’s no line item for information on your balance sheet… the natural reaction is to underinvest in information.”
…taken from Clayton Christensen’s tweet, which was a quote from Harvard Business Review article, Old Management Systems Stifle New Business Models; truer words have never been so aptly stated in relation to marketing. And yet, we see case after case of businesses, whose leadership suggests marketing campaigns on the basis of a hunch.
And we wonder why 80% of CEOs don’t trust marketing?
For marketing to be effective, it needs basic element to ensure success. The least of which is research.
Doing market research doesn’t need to be extensive to be effective. In fact, there comes a point at which too much research becomes a waste of time, money and effort.
At OzComm, we specialize in doing the right research with the right amount of effort.
The bottom line for all of this is that doing research reduces the risk business leadership takes when they set off on a marketing campaign.