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When the voice of one customer is too loud
It is important, often critical, to respond to the needs of key customers. However, it is equally important to determine which requests represent one-off customizations for key clients and which represent an opportunity with other customers. Primary market research – especially quantitative data—helps to safeguard against over-reacting to a single customer incident.
Read MoreFrom the Isurus Archives: Entering new markets
Faced with the need to increase revenue, technology vendors often view expanding the markets they serve as the best opportunity available. Unfortunately, when vendors enter new markets they sometimes overlook the importance of branding and market perceptions and the realities of the new marketplace. Successful market entry requires discipline, resources and a thorough understanding of the new segment.
Read MoreEnhancing forecasting with primary research
On February 13, 2012 the Wall Street Journal released its annual rankings of economic forecasters. None fared all that well in a relative sense, Tim Gill, director of economic analysis at NEMA placed at the top of this year’s list but the accuracy of his team’s forecast (based on a methodology developed by the federal reserve) would have ranked 35th in the 2011 rankings.
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