Marketing Research and the Theory of Planned Behavior
Last week, we looked at a brief introduction to the Theory of Planned Behavior and how we can apply its principles to the development of marketing strategies. The theory identifies three variables that directly influence a consumer’s intention to act: Attitude, Subjective Norms, and Perceived Behavioral Concern. We can use these three variables to inform …
Using the Theory of Planned Behavior for Marketing
A Look at Three More Levers Marketers Can Pull when Strategizing When marketers start developing any kind of strategy, whether it’s a micro-level digital strategy or a macro-level branding strategy, they have several different levers they can pull on to achieve whatever their business goals are. Most, if not all, marketers are used to the …
The Case for Data-Based Marketing Segmentation
Regardless of the size of their organization, marketers will almost always have the mandate to streamline their strategies and prioritize efficiency, meaning they must market their brands with accuracy. Segmentation is therefore one of marketers’ most important tools. Let’s look at how we as marketers can sharpen this tool with the case for data-based marketing …
Understanding Consumer Behavior
Utilizing a Scientific Approach to Knowing Our Audience Marketing can often be conceptualized as applied Economics or applied Psychology, or some combination of both. As marketers, the goal is to connect our products to our target audiences. Reaching back to Economics, the birthplace of the Marketing discipline, and other scientific disciplines, is about understanding Consumer …
The Basics of Distribution Analysis
Laying the Foundation for Future Analysis Distribution is one of the foundational metrics for most businesses that do not have their own proprietary methods of retail. Regardless of how well their products are made or marketed, these companies depend on their distribution partners to reach their end consumers. Mastercard and Visa, the two giants of …
Data Analysts Are Artists, Too!
What Separates Basic Analysis from Great Analysis Basic analysis, what most people think of when they imagine data analytics, is as straightforward as it sounds and generally a scientific process. As long as we have a data collection process in place, it’s relatively easy to look for how many people purchased a given plate from …
Big Data: Marketing Evolved
Merging New Data with Traditional Marketing Principles No matter how much the world changes, at its core, marketing will always stay the same. When we distill what marketing means down to its most basic form, we understand it as the practice of matching products and consumers based on those consumers’ interests and needs. We even …
Making the Most of Your Data
Why Dirty Data is Pitfall and How You Can Clean It We’ve already discussed how important marketing research can be to any business, but how can we make sure we’re getting the most out of our work? We know data collection can be expensive, not just in terms of the financial investment, but also in …
Why UX Research is So Valuable
Tapping Into User Experience UX research has become quite the buzzword over the past several years. If you’ve heard about it, most likely it was in the context of the digital world, in terms of app or website development. But you don’t have to be strictly in the business of app development to reap the …
Launching a Marketing Research Study
The Basics of Getting Your Study Off the Ground Marketing research studies can be intimidating for first-timers, but we can boil down the preparation process down to four steps. Last week, we discussed why marketing research is important and how it can make an impact on small businesses. Now we’ll take a look at how …