Selling insurance when people don’t want it

Selling insurance when people don’t want it

Selling insurance when people don’t want it People don’t like insurance companies, so what to do? Selling insurance has one of the single most difficult hurdles to overcome. How to convince audiences that they should buy something they believe they don’t...
Predicting marketing success. A marketing metric.

Predicting marketing success. A marketing metric.

Predicting The Success of Marketing   Predicting marketing success   Marketing Success and The Human Model | Motivators | Challenges | Desire | Familiarity | Leadership | Affirmation | Scope | Comfort | Change | Community | Summary Predicting Marketing Success....
Preference. It’s amazingly flawed.

Preference. It’s amazingly flawed.

What’s wrong with preference? Tom Dougherty, CEO – Stealing Share 29 October 2015 Preference. It’s amazingly flawed. Why your preference is misguided A Bud Lite drinker once told me that Miller or Coors “would not cross these lips unless they were...
CMOs realize they must steal market share

CMOs realize they must steal market share

Well, this isn’t much of a surprise. According to survey of chief marketing officers, only 5% said they were confident in their agency’s performance. The survey, conducted by the CMO Council and Ebiquity, was focused on how satisfied CMOs were about receiving the...
Bad Focus Groups. Never do them.

Bad Focus Groups. Never do them.

Focus Groups Tom Dougherty, CEO – Stealing Share 26 April 2015 Focus Groups. Never do them. Bad focus groups are the norm. Our research arm, Resultant Research, won’t let us conduct focus groups. When you tell the world about the virtues of frankness, the...
The State of the CNN network

The State of the CNN network

The State of the CNN network Tom Dougherty, CEO – Stealing Share 22 January 2015 I won’t watch CNN again I tuned into Tuesday’s President’s State of the Union Address and found myself totally disappointed. Not in the speech itself, that value judgment...
Brand Audit measures brand strength

Brand Audit measures brand strength

The Brand Audit Brand Audit measures brand strength The Stealing Share Brand Audit As part of our standard rebranding process, Stealing Share conducts a comprehensive brand audit. It is an analysis that examines where your brand stands now. And, what it should be...
Types of research and which one is best for you

Types of research and which one is best for you

Types of research Types of research and methods that work best Qualitative Market Research There are many types of research available today. Qualitative studies that seek to understand the language of the customer and uncover possible values. One-on-one interviews...
Marketing Research Methodology

Marketing Research Methodology

Research Methodology Marketing Research Methodology The marketing research methodology you use to collect data is as important as the questions you ask. Because market research must be projectable or you to take the results of quantitative research at face value. That...
Research Measurement. It is why research matters.

Research Measurement. It is why research matters.

Research Measurement. It is why research matters. Measure research for more than just usage and attitudes Most believe research measurement is examining usage, awareness and general attitudes. That is important. But the meanings underneath those measurements provide...
Brand Research not standard research

Brand Research not standard research

Valuable Brand Research Brand Research not standard research About brand research and how to make it strategic Brand research is what you conduct after you have studied the problem and hypothesized the solutions. Most of the research that we see is hardly worth the...
Business-to-Business Market Research: A Wide Open Opportunity

Business-to-Business Market Research: A Wide Open Opportunity

Business-to-business market reserach Business-to-Business Market Research Means Business   B-to-B Strategy Is Special Business-to-business market research is often thought as something completely different than consumer research. Developing and enhancing brands...