By Tony Fletcher, Neil Russell-Jones

Have you learnt why your consumers purchase from you, and the place your product suits out there position? advertising shouldn't be the province of a unmarried division, yet should still contain the total association. Covers industry study, procedure, advertising combine, strategies and strategies of conversation.

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In this event, you need to develop new products, or improve your existing ones, to fill the gaps. This can take time depending on the nature of your business and must be factored into your planning and timing. Where products have a long lead time (eg: pharmaceuticals, aerospace industry) then you will need to develop an interim strategy until your new products are ready, and a further strategy to capitalise on these. Depending on your industry, you may need to develop new internet-specific products and services, which may contain different features (often simpler/cheaper) from those offered via more traditional channels.

Typical stages are: ● ● ● ● ● ● ● 32 Scoping to set the framework Set-up phase (hiring contractors, preparing questionnaires, samples, purchasing mailing lists) Desk research Test research (piloting) where you check the approach and questions Full research (there may be more than one phase) Analysis (leave plenty of time for this as further research may be needed) Reporting RESEARCHING YOUR CUSTOMERS TIMING Activity Scoping Set-up phase Desk research Test research Full research Analysis Reporting TIME 33 RESEARCHING YOUR CUSTOMERS COST The cost can vary widely from a few hundred pounds to the millions spent by multi-nationals on major consumer brands.

Quantitative questions require a specific answer, eg: ● ● ● How many (number) ...? Do you like (yes/no) ...? How do you rate (1 to 5) ...? The answers are easier to analyse because they will always fit the pattern. However, they may be inaccurate since they do not allow for ‘maybe’s’ and ‘if’s’. Questionnaires can easily be distributed via the internet and analysed automatically. But, care must be taken over the quality of the audience when using this medium. 29 RESEARCHING YOUR CUSTOMERS TYPES OF QUESTIONS Qualitative questions allow people to describe feelings.

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