“Know thy customer” has been the mantra of marketing research ever since the beginning … but how do you do that? Where do you even start?
Today’s customer — both B2B and B2C — is more sophisticated and complex than ever before. With instant access to a wealth of information on a 24/7 basis, they know much more about us than we do about them.
Market research in the 21st century has to go far beyond the standard demographic approach — “Hispanic female, age 30-45, married with two children” — to encompass your target market’s values, interests, concerns, and hopes for the future. But how do you uncover that information?