Marketers of consumer products spends millions of dollars on research each year, often repeating research that was conducted a short time ago (by the brand manager that preceded him). The research is meant to provide insight that will help the brand please their customer, and sell more product.
The research is commissioned by smart people (brand managers and market researchers at the company) and then conducted by seasoned professional organizations (the research company). Then, the research is conducted and the research company converts the the data into conclusions. Then the research company meets with the brand manager and the market researchers to review the conclusions. The final step is to translate the conclusions into an action that will improve things for the customer and the business. And, most products and programs that brand managers launch fail - that's a failure rate over 90%. The failure rate is often due to the fact that the brands don't introduce anything that is noticeably different and demonstrably better as a result of the research, but that is not the point here.
Who's to blame? Why does this happen? What is being done to improve or change the situation?
Maybe online advertising offers a suitable model for brands, as it relates to research. Brands demanded that the online advertising model change. Brands would no longer pay merely for eyeballs. Brands demanded that the ads produce specific results (click-thru, purchase, subscriptions, etc.). Why don't brands hold research companies similarly accountable?
O.D.O.o.O.D.B.
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