Working for a relatively small company with a marketing department of one – yes, that one includes me – I have always made the assumption that marketing research was simply out of grasp. With limited manpower and budget allocation, how could I push the needle on acquiring marketing research that could surely be of benefit for my endeavors?
The reality is, is that research data helps marketing leaders to create and maintain quality brands. From defining target audiences to choosing value propositions, keeping tabs of how consumers understand a company’s branding helps to expose any inefficiencies or misalignment between the audience and the company. Not only does it help to measure branding efforts, but overall customer satisfaction, customer experience, product launches, and individual campaign creation and measurement. The list goes on.
Taking the initiative to invest in quantifiable data to back your company’s marketing activities is priceless. And it also helps to steer your company in the right direction, opposed to relying on an executive’s “hunches” about what the company needs to do. I’m not sure about anyone else, but I like being able to prove people wrong and bring facts to support me.
No matter how much you try to fight it, marketing leaders need marketing research to access precious data to make informed decisions for the betterment of the company.
