Marketing Research Quotes

The desire to collect information on customers is not new for Target or any other large retailer, of course. For decades, Target has collected vast amounts of data on every person who regularly walks into one of its stores.

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.

We are working to understand the tastes of people born in the 1980s and 1990s - it is very different from my generation. We do our own research. Marketing research companies, I think, are relatively academic.

Advertisements may be evaluated scientifically; they cannot be created scientifically.

The most killer questions in sales: "Mr. Jones, when I say (insert your product, your company, or anything you want an opinion about here) what one word comes to mind?" This is the most powerful question because it not only gives you top of mind awareness (the customer "hot button"), it also tells you their attitude towards it.

Those of us who make films try to make something that we're feeling and that we would like. Then we just hope an audience responds the same way. It's very important to have the electrical circuit made, but I don't have control over how people feel when they flip the switch. So the whole idea of marketing research and test screenings is just foreign to me.

I think of companies like Nokia having anthropologists who study how people use cell phones, who do that kind of commercial and marketing work, selling out to corporations. I wonder if that has something to do with the image of the more innocent anthropologist, now gone.

I remember when we first bought Teleflora, I made a very expensive mistake when I produced a brochure with the slogan, 'The way America sends love.' The bouquets and prices I pictured could not be duplicated by the florist - they were too expensive. I had relied on people I thought were in touch with the marketplace.