John Gachelin Blogs
John Gachelin has over 20 years of experiences in Global Marketing Research and is currently leading the Global Research Team. Below is a collection of blogs he has written.
Elevate a Commodity to Premium Status
Elevating a commodity product to a premium brand is all about highlighting differentiation and creating perceived value beyond the basic functional promise of the product. This work requires a deep understanding of the target audience.
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The Windy Road of Travel and Market Segmentation
This blog's author was struck by the similarities and differences between conducting Segmentation research and the process, and impact, of voting. While segmenting respondents based on commonalities to “divide” a defined population into addressable markets for our client to target, the election was highlighting and reinforcing the differences between two increasingly antagonistic groups.
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Global Research – Not Just A Numbers Game
If there is one simple truth about global marketing research, it is that “Data gives us the answers to the questions we ask, but insight comes from understanding the truths behind the responses.” While data alone provides valuable information and answers to specific business questions, true insight often goes beyond the numbers and advanced calculations—it requires a deeper understanding of the respondents’ context, underlying motivations, and “culture.”
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