Brand Communities Are Frequently Sabotaged By Bad Audience Research and Analysis

(Richard Millington) #1

A prospective client recently asked: “We know our audience better than you, we can do the research ourselves, why would we need your help?”

It’s a really good (and fair) question. We will never know an audience as well as you. You’ve been working with them for years.

But research isn’t about what you know, it’s about what you don’t know. Better yet, it’s about distinguishing what matters from what doesn’t.

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