If you're like us, your most fond memories of Halloween are hustling from house to house to get as much candy as possible. Much like trick-or-treating, the “ask and ye shall receive” philosophy works in business, too.

This time of year, it’s easy to be a little spooked by market research. But fear not! Here's a little help to dust off the cobwebs and chase away the dread.

There’s nothing MARKETLINK Principal Stephanie Craft loves more than a challenge. That’s probably why she loves market research so much. “I become a detective! There is information out there I’m trying to find and I love the challenge of figuring out how I’m going to find it.”

Don’t read this article unless you want to succeed in 2020!! 

Sherlock knows that perception is reality. While working on the job with his unsuspecting culprits, he asks six questions to continually investigate his client’s perception of his firm’s service.

As marketing professionals, we often dedicate hours of our lives to scrolling, sifting, searching, and scrolling again. To what end? Sadly, we’re probably trying to find correct information online about the things we care about. But with Google Alerts, it doesn’t need to be this way.

It’s almost the new year. Many new resolutions will be made. Many firms will be renewing or starting strategic planning for the upcoming year. Did you know that many firms miss the mark on their targets because they continue with their current target markets and clients, simply because it’s what they have done it in the past? Don’t be that firm. Take the time to conduct market research and get headed in the right direction. Before you start down the wrong path, conduct market research that can help you determine whether your target markets will provide an equitable return.

“If you want to conquer fear, don’t sit home and think about it. Go out and get busy.” – Dale Carnegie

Principal Keri Hammond, FSMPS, CPSM, applies this quote to the fear professionals have about the most crucial industry task, market research.

When I first started in this industry I worked for a large, very well-established civil engineering firm in the Intermountain Region. I was the first marketing person they had ever hired so I was fortunate to be able to set up the department and get their marketing programs put into place. One day I approached my boss, the president of the company, about establishing a Client Relations program to monitor client satisfaction.

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