Tag Archives: qualitative research

How to know your customer — on a budget

As a young copywriter, I didn’t understand the importance of research. As an agency partner, I learned to love the research — provided I could do it myself. Creative teams exist to make an emotional connection. We must understand the customer’s emotional needs as well as their practical needs. How else can we frame the communication? Continue reading

Do you know your brand?

Over the past few years, dealing with business owners and marketing directors, I’ve found that about half my clients don’t really know their brand. Their own conception doesn’t match the market reality. Continue reading