subject: Business Market Research And Beyond [print this page] Consider the fact that the trajectory of a business can be plotted against the trajectories of its marketing strategies. When the two are in synchronicity, there is profit and growth. When they are incongruous, the business will lose valuable assets and earning power. On a long enough time line, this could be disastrous for the company in question. It is essential that marketing goals are brought in line with the goals of the company. Moreover, when the marketing goals begin to deviate, they need to be brought back in line -- quickly.
The need, therefore, for actionable business market research is vital. How is this research conducted? How is the data aggregated? This is when companies must consult with well-respected marketing survey companies. What better way to gauge the attractiveness of a product or service than to ask people about them? This direct feedback is what will positively impact marketing strategies.
Well-established survey companies can help marketing departments make better informed decisions. Better informed decision, in turn, allow accurate budgets to be implemented and money to be saved. Saving money, in turn, means jobs can be saved. It's a cascade effect that benefits everyone involved. The key, however, is getting accurate and actionable feedback. This, of course, means having access to survey site that can deliver.
When choosing a survey company, it pays to shop around. Ask around -- ask fellow marketers, scour the forums and blogs to make sure there is no negative press about the company in question. Subsequently, make sure they can accommodate surveys geared towards your product or service. There is no sense contracting a company that has no experience surveying for bubble gum if that is what you sell.
Remember, your market research should take your competition into account. What are the pricing structures and marketing tactics of your competition? What are their strengths and weaknesses? Very few survey companies can deliver this kind of actionable intelligence. The ones that can are the ones you want to do business with! The ones that can are the ones who can dramatically impact your bottom line and your ultimate success.
by: Fabain Toulouse
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