We get it, research can be boring, but marketing research and analysis is the foundation of an effective marketing program, and you do it every day!
You probably don’t realize the number of times you have conducted marketing research and analysis, and how it has helped you make the right decisions on a daily basis.
For example, research and analysis was used when you looked through the lineups of Osheaga, WAYHOME, and Bluesfest to compare the weekend pass prices, and which lineup had the best headliners for your money. Some of you did the same thing when you researched different universities or colleges to figure out where to spend the next chapter of your lives after high school.
Now think about this from a marketing standpoint: Marketing research and analysis provides endless insights into your competitors, your customers, and your industry that you can capitalize on. Without research, business decisions would be far tougher to make because of how limited your knowledge base would be.
Understandably, spending time researching does not sound exciting. But marketing research and analysis has never been easier than it is right now. Just let the internet be your research buddy and explore the vast amounts of information that are available. There are also plenty of other ways you can conduct marketing research and analysis that don’t require you to sit at your computer. Think about networking, which gives you the opportunity to meet new people and learn from a variety of different perspectives in the industry that you can use to improve your own business activities.
The bottom line is that marketing research and analysis is the foundation for any successful marketing program. That is why at Aragona it is considered one of the four cornerstones of marketing.
With research and analysis at the forefront of any marketing process, you should read about how the S.W.O.T. analysis is still one of the most relevant tools on a marketer's belt.