At VI, research data drives our entire process. Initial planning, with the aid of secondary research, shows us what we don’t yet know. That lack of data guides us to the correct primary research methodology. We use quantitative research to paint a picture of the entire market landscape. We use qualitative research to gain insight beyond the numbers and into the psyche of the target market. Then we analyze the data – looking for trends and anomalies. Then we analyze some more. The result is keen insight into the habits, motivations and purchase intentions of the market.
Nobody should be gambling with your money. Even the smartest marketers. Without data, that’s in essence what you’re doing. At VI, every employee asks “Why?” Data analysis is in our DNA. It defines strategy, and that’s the first step of every recommendation we make.
Is research overrated? As I posit this question, I can hear the marketing community, most of my colleagues let out a collective gasp. Most agencies present this linear path to clients...
Developing a marketing strategy is vital for any business. It keeps your team aligned and working toward the same objectives. Without one, your marketing is likely to be ineffective and inefficient...