Market research is the cure for mistaken assumptions. But how many CEOs and business owners are willing to make the investment?
When planning your marketing programs, do you list out your assumptions? For example:
• Is your target market receptive to your message?
• Will your target market even see your message?
Then, do you estimate the cost - in time, money and missed opportunity - of being wrong?
It's actually not that hard or expensive to checkpoint assumptions today using simple market research techniques. Like Nike says, "just do it."