Don’t cheap out on your consumer research

Don’t cheap out on your consumer research

Consumer Research By Tom Dougherty Don’t cheap out on your consumer research There’s a big and important difference between what many brands are doing and what they need to do when it comes to consumer research. Basically, don’t skimp on it. Or your efforts will be...
Top branding research. 2 things to avoid catastrophe

Top branding research. 2 things to avoid catastrophe

Branding research Top branding research nothing like you’ve seen before Branding research is what you conduct after you study the problem and hypothesize the solutions. Most research is hardly worth the paper it is printed on because it is generally devoid of...
Research methodology matters. Learn the differences.

Research methodology matters. Learn the differences.

Methodology Research methodology matters. Learn the differences.   Marketing Research Methodology Your research methodology is EVERYTHING. The method you use to collect data is as important as the questions you ask. Market research must be projectable for you to take...
Marketing Research Methodology

Marketing Research Methodology

Research Methodology By Tom Dougherty 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...
Research Measurement. It is why research matters.

Research Measurement. It is why research matters.

Research Measurement. It is why research matters. By Tom Dougherty     Research measurement for more than just usage and attitudes Most believe research measurement is examining usage, awareness and general attitudes. That is important. But the meanings...
Research Analysis and Marketing Research

Research Analysis and Marketing Research

Research Analysis By Tom Dougherty Research Analysis and Marketing Research Research analysis. A sovereign’s first duty is doubtless to conform with the wishes of the people; but what the people say is scarcely ever what they wish: their desires and their wants cannot...
Fielding Global Research

Fielding Global Research

Fielding global research By Tom Dougherty What to look for in fielding global research Global Research. The Stakes Are High Global research is a planned event. When a company makes the strategic decision to globalize one of its brands, it is forced to look anew. And,...