January 2004

The Marketing Dialog

Join The Marketing Dialog

Polaris Marketing Research has launched a new blog: The Marketing Dialog. The Marketing Dialog is a blog discussion with respected executives, educators and opinion leaders in the field of marketing regarding how they have used marketing research to make decisions. Each month, we’ll share the thoughts and experiences of these marketing professionals and invite you to participate in the dialog with your own ideas and comments. The discussion will be short but hopefully you’ll find a real nugget or two in participating a few minutes each month.

Polaris POV

Join Polaris POV

Polaris POV (Point Of View) offers free-flowing discusssions on marketing research trends, thoughts on social media, subjective reviews of the latest gadgets or cool iPhone apps, business commentary, topical opinions and societal rants - you never know what might be the subject of the latest post on our interesting, fun and sometime controversial blog.

New Product Announcement

SurveyTrac™ is the only complete online survey package that includes detailed, personal and professional assistance. SurveyTrac provides everything you need to execute a successful research project from start to finish, quickly, affordably and worry free. Click here to check out Polaris’ newest offering.

Top Three Large Business Marketing Research Mistakes

• Fully leveraging research � Larger businesses particularly are guilty of not fully leveraging their research investment. Simple advice: get and keep as many people involved in the research as you can find. Don't be afraid to manage up or down and push your research efforts throughout the company. You will do better research, and it will be good for the company and your career.

• Having a great strategy � If you take the advice above, you are 75 percent of the way there. Great strategy starts with great communication and understanding what your internal customers (coworkers) want and need from your research. Very consciously try to fulfill those wants and needs, and thereby keep everyone engaged and using your work.

• Overpaying for research � Recent improvements in questionnaire delivery and results distribution can translate into cost savings. For your ongoing programs, refresh and revise them regularly to make sure they are running as cost efficiently and effectively as possible. While you are doing that, take a moment to realign them to your strategy!

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