Blogs by Felicia Rogers

2018

  • Marketing Research

    We’re all moving faster and being pressured to further pick up that already-brisk pace.

    One result of this increasing speed is the tendency to settle for “good enough.” If we can accomplish a portion of what we need by the deadline, that will be good enough. If we can go through just of some of the steps in our time-tested process, that’s good enough. If we can conduct research overnight, even if we’re not representing the whole consumer base, that’s good enough. Or is it?
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  • Dig Data

    Are your consumers paying more to fill their gas tanks or cool their home lately? Are their weekly grocery bills rising? If we, as business people (and consumers too), haven’t noticed this trend yet, we will, according to The World Bank’s predictions.

    If the situation continues, we could be in for a product-quality crisis. So what’s a manufacturer to do? As soon as the market even hints at commodity prices creeping up and ingredient or component substitutions enter the realm of possibility, a plan for product testing should be activated.
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  • Marketing Research Dilemma

    Lots of people who specialize in consumer insights ask, “How can we get a seat at the table?” Of course, they’re referring to the boardroom table where high-level management-team discussions happen.

    So I think the hidden question is, “How can we gain the respect of the organizations we work with so that they include us in those discussions?” These are important questions that we, especially my colleagues on the corporate side, often struggle with. What we have to offer is critically important. The information we provide and insights we glean from great research routinely save companies money—big money. But I fear there are still few who see it that way.
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2017

  • 15Dec
    Marketing Strategy

    Like practically everything else, it feels like marketing—especially advertising—is changing at lightning speed. Print is out, digital is in.

    Broadcast no, Social yes. Mass messaging is passé, microtargeting is the new black. Traditional processes? Nah, give me agile please, and let’s add in some programmatic advertising. Right or wrong, these seem to be the prevailing attitudes as technology advances and consumer behavior changes.
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  • New product development

    How do you know if a new product will be successful?

    Will people like it? Will they buy it? Will they tell others about it? Will they give positive ratings and reviews? Will they buy it a second time? And a third? Will we make a profit on it? How quickly?
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  • 24May
    Design Thinking For The Rest Of Us
    Posted by Felicia Rogers
    design thinking

    By now you’ve probably heard about Design Thinking.

    Originated by the Stanford University Institute of Design, this is a development pathway that was devised for use by designers and innovation specialists. Essentially, Design Thinking is a process in which various steps are knitted together to help guide innovation in virtually any area of discipline. That is, the process helps develop new products and services, new advertising or promotions, new package functionality or presentation, etc.
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2016

  • 24Jan
    The Curse of the Target Market
    Posted by Felicia Rogers
    Target Market

    We often put the cart before the horse when evaluating new product ideas. How many times have you been in the midst of a new product development (NPD) effort when the conversation turned to the target market?

    Then that conversation seemed to take on a life of its own. I’m convinced that, for some in corporate America, the lens is focused so intensely on the target market that the product idea itself gets pushed into the periphery.
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  • 18Oct
    The Brand Awareness Bullseye
    Posted by Felicia Rogers
    Brand Awareness

    As time goes on, building brand awareness is becoming more and more difficult. You might wonder how that is possible? Hear me out.

    Media, in seemingly endless forms, has a huge influence on our lives. We humans are inundated with messages: verbal, written, visual. Experts tell us that advertising messages alone come at us thousands of times each day. Add to those other marketing messages, personal conversations, text messages, email, news feeds, social media activity, and so on. I’m distracted just writing these words.
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  • Marketing Research

    When I typed the word "growth" into Google Search and I was immediately (within 0.46 seconds it says) presented with 747,000,000 results.

    There are pictures, graphs, articles, and definitions. Dictionary.com defines growth as "the act or process, or a manner of growing; development; gradual increase."
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Contact Decision Analyst

If you would like more information on Marketing Research, please contact Felicia Rogers by emailing frogers@decisionanalyst.com or calling 1-817-640-6166.

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