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The Importance of Research

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The Importance of Research

The Importance of Research

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  • 1. The Importance of Research Drayton Bird 2014
  • 2. What Henry Ford said about research “If I’d asked the customers they would have said “Give us a faster horse”.
  • 3. Why research results lie The question is not, “Would you buy this?” It is, “Would you give up what you buy now for this?” Prof. Andrew Ehrenberg
  • 4. But there is more, I think • It is not do you like it? • Nor even, would you give up that for this? • It is: will you pay for it with your money?
  • 5. “The public does not know what it wants … there is no sure way of finding out until the idea is exposed under normal conditions of sale. If people could tell you in advance what they want, there would never have been a wheel, a lever, much less an automobile, an airplane or a TV set.” - Leo Burnett
  • 6. What research can reveal - and can’t • What people know • What they think • What (they think) they like – and hate • What they believe • What they plan to do • But NOT what they will do
  • 7. Helpful marketing ideas, free ● Each takes 1-5 minutes to read ● A constant stream, simple and practical ● Plus the best marketing book ever ● Over 16,117 marketers all over the world get them ● Go to draytonbird.com and you can too

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