The Marketing Research System
Marketing managers often commission formal marketing studies of specific problems and opportunities, like a market survey, a product-preference test, a sales forecast by region, or an advertising evaluation. It’s the job of the marketing researcher to produce insight to help the marketing manager’s decision making. Marketing insights provide diagnostic information about how and why we observe certain effects in the marketplace and what that means to marketers.
Gaining marketing insights is crucial for marketing success. To improve the marketing of its $3 billion Pantene hair care brand, Procter & Gamble researched women’s feelings about hair, using surveys with mood scales from psychology, high-resolution EEG research to measure brain waves, and other methods. As a result, the company reformulated Pantene products, redesigned packages, pared the line down, and fine-tuned the ad campaign
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