A case study in marketing research strategy: Old Spice By Tom Dougherty A case study in marketing research strategy: Old Spice In the upcoming Old Spice TV spot, owner Proctor & Game employs a marketing research strategy few actually try. Let alone accomplish....
Repositioning brands When repositioning brands makes sense So, you Googled brand repositioning. Good on you for doing so. Repositioning brands is an ongoing and constant process. The tactical changes in brand repositioning ensure the brand’s continued relevance to...
Types of research By Tom Dougherty Types of research and methods that work best Qualitative Market Research There are many types of research available today. Qualitative studies seek to understand the language of the customer and uncover possible values. One-on-one...
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...
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,...
