Marketing research is the tool of choice for uncovering insights into your current and prospective customers, your competition and the other factors affecting your markets.
The in-house research team at Wilkin Guge has authored many Southern California-wide research studies, including:
- Orange County Demographic Trends
- Inland Empire Marketing Best Practices
- CEO Insights Survey
- Inland Empire Consumer Index
- Inland Empire Wealth Study
- Business Leadership Study
- Inland Empire Quality of Life Survey with CSUSB
- Consumer Market Segmentation on Home Improvement
- National law student surveys
- Orange County Education Trends
The role of research in integrated marketing communications and brand development cannot be underestimated. It is a critical component within the framework of Wilkin Guge Marketing’s Brandus Operandi™ process; in fact, six of the ten steps have research and analysis components.
The research process undertaken by WGM includes the analysis of existing secondary data as well primary research conducted with brand development and execution in mind. Initiatives are either quantitative or qualitative in nature depending upon your needs. At WGM, research does not exist in a vacuum; instead it is viewed as a continuous process. As campaigns take shape, the research focus shifts toward analytics allowing us to have a strong sense of how campaigns measure up against target goals.
Here are some great reference articles that support the numbers approach that we take here at Wilkin Guge Marketing.
Harvard Business Review - Don't Blame The Metrics
Resurrect Your Brand Using Six Sigma Thinking
