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| | THE EFFECTIVE MARKETER
JANUARY 19, 2012 Listening to Your Customers In the Digital Age
Let’s do a focus group and find out. In an interesting BusinessWeek article dating back to 2005, titled “ Shoot the Focus Group ”, the author states that although there are plenty of examples and ample evidence that Focus Groups fail time and again, companies keep using them. The old-fashioned focus group still has its believers even with fiascoes like Pepsi Edge and a decades-long new-product failure rate of about 90%.” – BusinessWeek. Put my campaign on tv for a year, then hold your group again, maybe it’ll show up.
| | BUYEROLOGY
MAY 22, 2011 The Research Methods of Social Buyerology
In my article, Social Buyerology: Understanding Buyers in the Social Age , I offered perspectives on the need for a new discipline in B2B Sales and Marketing related to understanding new buyer behaviors and interactions in the social age. This includes the severely hindering structured methods typically associated with focus groups and surveys.
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| | BUYEROLOGY
MARCH 25, 2011 Four Challenges Market Research Faces Today
Conventionally, market research has focused on getting to the " who and what " of potential markets and customers. What is missing in many of the strategic meetings for senior executives is insight into understanding consumer or buyer behaviors and attitudes. The fourth challenge we can liken to the nomenclature of the "silent majoirty" in the digital age.
| | GROW - PRACTICAL MARKETING SOLUTIONS
JANUARY 25, 2012 Forget demographics. It’s all about the socialgraphics
Traditionally, marketers have researched their customers’ demographics to have a clear idea of their age, gender, income, location, and other traits. Now, in the age of social media and behavioral ad targeting, we have to add another type of data to our arsenal: socialgraphics. Behavior —How does this audience behave online, particularly in different venues?
| | BUYEROLOGY
JULY 6, 2011 The Future of Buyer Personas is Social - Part 1
I learned and watched in awe from the wonderful collective group of pioneers from those early heady days in using personas at Cooper Design – people like Kim Goodwin, Robert Riemann, David Fore, Wayne Greenwood, and Dave Cronin. This holds true for surveying methods associated with traditional market research, customer surveys, and focus group methods.
| | BIZNOLOGY
MAY 9, 2012 Get Into Your Buyer’s Psyche To Create Relevant Digital Marketing
good find is a study that breaks down large groups, like Millennials, into smaller subgroups, allowing me to weed out chunks of the demographic that will have no interest in my client’s work. One of my current projects is to develop and market a product to college-educated women between the ages of 40 and 60. But, as you know, a focus group of one spells disaster.
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- Data smog: newest culprit in brain drain
Businesses absorb more information daily than ever before in their drive to get ahead, according to a survey
published last year by the news service Reuters. The survey
, ?Glued Lewis has found similar problems in focus groups
he?s The most recent example is the journal CyberPsychology & Behavior
, launched last year.) survey
respondents said the Internet has fueled the worldwide obsession with information. Life on the Screen: Identity in the Age
of the Internet? Try to focus
on the information you really need instead of news blips that distract. MORE >>
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