Customer research is great – but which customers?

I always advise that any strategy development should take place within the context of sound and relevant research to inform the decisions that you make. This should include primary research unless there is a very good reason not to (good old ‘time and money’ usually).

The research has a fundamental purpose (over and above the specific project objectives): It ensures you don’t have to re-visit the same decisions again prematurely. Likewise it ensures you don’t have to undo any major decisions – with the reputational damage and confused brand identity that inevitably follows.

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