It’s distressingly common to see so many marketing communications strategies and plans developed without the benefit of at least some basic research. You may think you know your customers from anecdotal evidence, yet structured research will often yield unexpected insights.
Research underpins strategy, even if that research is little more than a few hours scanning your competitors’ websites. But research is only valuable if it leads to action, if it helps determine the direction of strategy.
Research is particularly valuable in understanding brand awareness and positioning with respect to competitors. It provides a starting point for brand development.
Publitek’s experience of conducting research in B2B tech markets spans quantitative and qualitative work using desk research, telephone and online surveys, focus groups, online communities and expert panels.