Too many brand managers spend too much time and money doing the same research as their predecessors.
When I look at my time marketing Coppertone, we kept commissioning essentially the same research as our predecessors on the brand. What a mistake. Here's what I will do in the future.
Before any money is spent on new research, I will require the brand manager to read and report on what she learned from the last five similar studies and then ask if the dynamics of the customer and market justify more research. I will also ask how often s/he has spent getting closer to the customer via a day or two in the field or manning the 1-800 customer service line.
I have to keep reminding myself of Einstein's definition of insanity.
O.D.O.o.O.D.B.
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