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Author: Kristie Schutz

Why Cheap Marketing Research Leads to Expensive Mistakes

Let’s say that you’re a brand manager presenting research results to a room full of senior executives.  Which of the following situations would you rather face? You are explaining data results that you derived from a free online survey platform. You feel great. (What’s not to love? Management now has pages of data at their fingertips.)  Then suddenly, they start to question your methodological approach, inquire why you asked certain questions, and they start paging through the deck looking for insights and relevant recommendations.  Uh-oh – panic ensues as you grasp at straws attempting to validate your efforts.You have a team...