Marketing research absolutely should connect with all three strands of today’s marketing: digital, branding, and analytics. Analytics is a given in this regard because its very purpose is to provide insight. However, I suspect customer understanding is often widely overlooked in certain service industries as it relates to digital and branding. Many companies may spend so much time trying to brand themselves as clean, corporate, and formal that they potentially overlook what their audiences–and potential clients–are really seeking. Digital, first and foremost, is critical because it deals with how potential customers are reached en masse. For example, if a geriatric doctor wants to keep up with technology and implements online appointment booking, yet sees no response once implemented, the doctor’s office may be overlooking the fact that many of its older patients are still uncomfortable with the internet. (Yes, I’m using the term “service industry” loosely; however a doctor provides a service.)
Recently I completed a project involving a representational graphic to speak to a given theme. It intrigued me that upon applying purple and yellow as a possible color combination, one of the decision makers immediately rejected it, labeling it “too religious.” Perhaps that was his own reaction. Obviously I did not have the same view or I never would have implemented that color scheme. Perhaps there are generational differences, or simply individual differences. I view purple as a fresh, creative color–though used heavily with gold in Christianity throughout history, surely today it has other connotations. But what’s really essential here is not how he nor I view it–it’s the audience’s perception. And if we don’t have an appropriate sampling of said audience to provide feedback, are we sure of making the “right” decision?