One of my former colleagues used to say, “analysis, paralysis” as we sat holed up in a conference room overanalyzing data before making each marketing decision. On the other end of the spectrum, there’s the “see what sticks” philosophy, which I don’t believe in, either. The perfect balance lies somewhere in between.
But not all companies these days have the appetite or wallet to conduct long, drawn-out research — which frankly, isn’t necessary. However, knowing your market and talking directly to them is always necessary. So where do you start?
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