Forexing Business Success

Market research is often needed to ensure that we produce what customers really want and not what we think they want. Primary vs. secondary research methods.

There are two main approaches to marketing. Secondary research involves using information that others have already put together. For example, if you are thinking about starting a business making clothes for tall people, you don’t need to question people about how tall they are to find out how many tall people exist—that information has already been published by the U.S. Government. Primary research, in contrast, is research that you design and conduct yourself. For example, you may need to find out whether consumers would prefer that your soft drinks be sweater or tarter.

Research will often help us reduce risks associated with a new product, but it cannot take the risk away entirely. It is also important to ascertain whether the research has been complete. For example, Coca Cola did a great deal of research prior to releasing the New Coke, and consumers seemed to prefer the taste. However, consumers were not prepared to have this drink replace traditional Coke.

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Define Your Customer Before Marketing means:

• Don't make the mistake of marketing your product or service before you've defined your customer or client. If you do, you're just throwing your marketing money away.

• Marketing is not just a matter of placing ads. It's a method of attracting new business. Before you can hope to achieve this, you have to know exactly who you want to target with your marketing. You need to know your target market before you can reach them.

• What's the point, for instance, in buying an advertising spot on TV if you're trying to sell whitewater rafting adventures? Are these sorts of people really going to be sitting in front of the tube?

• Define your customer by getting to know everything you possibly can about him or her. Think carefully about your product or service. Exactly who would want to purchase it? How old is this person? What is her marital status? Where does she live? How does she like to spend her spare time? What are her hobbies? What other products does she buy? Where does she go on vacation?

• You need to develop your target market as specifically as possible if you're going to market your product or service effectively. So think of your "ideal" client or customer as a person. Visualize him or her in detail. "See" what he or she does, thinks, and wants.

• If you can't visualize this person clearly and distinctly, then you need to research your potential customer or client until you can. Because until you can define your target market, you won't be able to make the decisions that need to be made about marketing, such as how, where, and when to advertise.

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