It’s the most important marketing trend you never expected.[/caption] One of the fastest-growing fields in marketing might not be what you’d expect. Sure, VR is hot right now, but it’s got nothing on MR: Marketing Research. True, number-crunching isn’t the sexiest investment to prioritize when you’re leaping into a new campaign. But on the other hand, it’s barely even optional anymore — in fact, it’s integral. (Unless, that is, you’re a fan of leaving money on the table.) Marketing research provides you with insight into everything from audience segmentation — predicting future trends based on past behavior — to promotional value and placement prospects: e.g., where to position your ads to greet the most receptive eyes and the best possible angle to pursue with your creative in those respective spots. Plus, as the American Marketing Association notes, marketing research isn’t just great for boosting your signal or sales; having a researcher somewhere on your payroll means you’ve got access to someone who can process data that measure things like employee engagement and payroll, meaning that your business is bound to benefit overall. A strong background in marketing research also means:
- Always getting your facts straight, and becoming a brand that your clients can trust.
- Staying one step ahead of the competition, because you’ve got the data to predict the market.
- Focusing your attention — and your cash — on the areas that need it and will benefit most.