The 3 key mistakes marketers make when commissioning quantitative research – and how to avoid them
Picture the scene: a CMO faced with a rapidly changing market needs to get to the heart of why too many target prospects are buying from their competitors. The goal is to identify how the company should finesse the proposition so that more prospects entering the top of the funnel make their way to the point of purchase and beyond. Rather than second guess the market, the CMO commissions a large-scale quantitative study to help understand how core personas in a variety of target segments take decisions at key stages of the buyer process. (more…)
