Exploratory marketing research is often used by large companies to stay ahead of consumer thinking, according to Bob Kaden, author of the book Guerrilla Marketing Research. However, this is a luxury small business simply can’t afford. Not to mention, most of us need to focus on targeted marketing and educating potential customers rather than making sure our brand awareness is reflecting the national mood.
So how do you make sure your marketing is targeted to your market and reaching the people who most need your product or service? It’s all about asking the right questions and defining what you most want to accomplish.
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