One reason I love marketing is that it is both analytical and creative. It’s both left brain and right brain.
And one reason I love research is that it can be useful during the entire marketing process. Like a Sherpa, research maps out a situation at the start. Later, it guides the marketer’s creative process.
My colleague, Aileen Smith, who handles much of the research we do here, has blogged about how research can be used. I encourage you to take a look.
What’s exciting is that research has become easier for growing companies. Primary research like executive interviews and surveys are within the grasp of most. Same with secondary research. The hard part, of course, is sorting through the many sources, mainly found online.
Research ensures that you do the right things before you then do things right. It doesn’t have to be expensive, so it’s worth a closer look.