Tag Archives: market research

When Did You Last Talk With Your Audience?

In last week’s Atlanta Business Chronicle, Ken Bernhardt discussed the changing role of the Chief Marketing Officer – from one who just focuses on marketing, to one who should serve as a strategic adviser to the CEO.

The key to achieving the strategic adviser role is getting closer to the consumer.

Bernhardt goes on to discuss the role of research in gaining that consumer insight even in product development, yet “approximately half of companies surveyed use research in the product development process”.

When was the last time you spoke with your audience? Reaching consumers is now easier than ever with social networking tools like blogs, Facebook, and Twitter.

Monitoring what they say about your products and services can provide great insight on how to position your services or develop new products.  It allows you to have an ongoing pulse on your market.

Sometimes more formal research is needed beyond monitoring consumer feedback. An investment in research can easily pay for itself by allowing your company to better focus resources on things consumers want or marketing your product more effectively.  And with online research tools, market research is more cost effective than ever.

If you can do only one thing to better market your business, talking with your audience should be that one thing.


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Are People Talking About Your Company?

Everyone is familiar with the power of word of mouth.  In fact there is an organization dedicated to it – WOMMA.  There are companies like BzzAgent harnessing and trying to spur word of mouth for their clients.  And with blogging, people can voice their opinions faster and more loudly than ever.


While the opinions you find in blogs are an opinion of one, monitoring blogs regularly might help you identify trends that you can take advantage of when positive or market against when negative. 


Think about Mentos and Diet Coke, who would have thought a soda volcano would have boosted the sales, awareness and interest in a candy.  Had you been tracking the web, you might have.

Even if you can afford research, keeping an eye on blogs will keep you closer to your audience.


Here are some blog search engines that you might find helpful:







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