Do your market research

Marketing8 July 2019

Trying to build a brand without market research may be as dangerous as putting your trust in Dr Google.

Sore throat, headache, aches and pains: a simple flu or early symptoms of Ebola virus? Depending on your search terms and what you click on, it could be anything according to Google!

We’ve all done the cheeky quick search. At the first signs of illness you think “I’ll just have a squizz, it can’t hurt” and jump onto Google to start the self-diagnosis descent. Before you know it, you’re down a rabbit hole and have moved from watching ear wax removal and Dr Pimple Popper straight to dogs greeting their owners returning from a 3-month holiday and weeping.

At worst, your misdiagnosis will increase the chances of your illness developing into something more serious, or if you’re lucky, you’ll have a good freak out and then book an appointment with your doctor.

So, what’s this got to do with market research?

 When we need some advice regarding our marketing, we head straight for the internet. And let’s face it, the web has the uncanny ability to convert somebody with no idea about a subject to exactly the wrong idea in the span of a few clicks.

Not naming and shaming any particular channel but LinkedIn is especially full of bad advice, and market research hasn’t been spared!

Put it this way: why give your business a terrible start with the wrong tools if you depend so much on what you’re trying to build? Your business and brand deserve the love, dedication and respect of a long-term relationship, because all things going well, that’s where it’s headed and hopefully for a long time to come.

Imagine and it will happen, right?

One that seems to be trendy at the moment is ‘Buyer Personas’. According to the mavens, disruptors, experts and brand ninjas, all you’ve got to do to create one is to ‘think of the people you most like doing business with and write down the best bits about them’.

Seemingly, it’s then simply about aligning your products and services to their needs – the ones you’ve pretty much made up – and off you go. No need for attitudinal or behavioural analysis, firmographics or demographics.

Easy done. We all like doing work for people with massive budgets that don’t really ask what you’re going to do but pay handsomely and on time. Job done. Surely there are bundles of potential clients like that just waiting for our call. They’re also non-existent.

In the real world, Buyer Personas are crafted from the quantitative research you used to segment and define your targets. But don’t let that stop you. Imagine away. What you’ll end up with is a homogenised and perfect customer. One that loves you too and never does anything to surprise you. That’s what we all want, right?

Or, you could consult some guys who seem to know what they’re doing and can wield a marketing plan and brand building strategy. Get in touch if you’d like to know more.


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