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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