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We live and work in exciting times - revolutionary times. Technology continues to recast the media industry.

The extraordinary advance of affordable personal digital technology and the stellar rise of social networks are both distrupting and transforming the media market making this a unique moment to be involved in the convergence sectors we focus on.

This is also our place to ruminate and comment on the world as we see it, we hope you enjoy and please join in.

Friday, 12 June 2009

The importance of checking with consumers

One of the (few) positives to come out of the economic recession is a return to evidence based marketing. When the economic climate was balmy marketers didnt feel such a need to go to the trouble of concept testing. They were comfortable to rely more on gut instinct. Now that the climate is distinctly stormy marketers feel more secure checking in with consumers first.

We think this is good news and heralds a welcome return to best practice.

In our view there is no excuse to turn a blind eye to the consumer. The machinery of market research is such these days that consumers views and options can be gathered quickly and inexpensively. Its a brave (and somewhat foolish) marketer that goes to market without first checking in with consumers.

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