From the course: Marketing Communications

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Research to uncover market intelligence

Research to uncover market intelligence

From the course: Marketing Communications

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Research to uncover market intelligence

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- The first step to marketing to your audience is understanding who they are, what they care about, and why you should share communication with them. Research is your opportunity to gather intelligence and to help your company learn more about the market. Yet many companies want to skip or rush through to get their communication distributed. If there's one thing I've learned in marketing, it's that you can skip or ignore the research. Let's start with why market research is so important so that you can make a case for moving beyond what professionals call their informal or internal research. First, market research reduces your risk and validates important decisions that you'll make about your brand communications. The intelligence you uncover will help you to get buy-in from your leadership to support your marketing initiatives, and hopefully get you more budget and the resources you need for a successful program. Second, when you have a good market research program, you can prove the…

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