The Marketing of Marketing is not Telling Us The Whole Story About Member Research
SEPTEMBER 28, 2015
And we focus far more on data and surveys than we do on qualitative market research. Technology promises to give us unprecedented access to our members’ hearts and minds but does it really deliver? When you first step into a marketing role at an organization with few member insights, start with the data. Perhaps you have the tools to segment your audience to figure out who the organization’s biggest champion is, or the biggest user, or most profitable member group.