The Importance of Market Research

Marketing is a necessary activity that encompasses the entire business and is vitally important to sound business health. It is viewing the entire business from the customer’s viewpoint takes into account every aspect of the marketing mix from the product to price, distribution channels and marketing communications. All these factors affect the customer’s response to a product or service.

One definition of marketing states: “Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual (customer) and organizational objectives”. Marketing is intended to find, satisfy and retain customers while business makes a profit. But central to all these definitions is the role of the customer and his relationship to the product (i.e. whether the customer considers the product or service to meet a need or want).

This is why, with each campaign, we evaluate all qualitative and quantitative research results and cross-tabulate those results with each medium in terms of efficiency, reach, consistency obtained, and effectiveness for our primary and secondary targeted demographics.

We invest our clients’ advertising budget as if it were our own, maximizing every penny and expecting a return on every ad placement.

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